Validation - Conversionista! | Conversionista! · 2019-10-14 · Validation in every ... a good...

transcript

Validationin every

organization

Ton Wesseling | Online Dialogue | Conversion Jam 2019 | October 8th & 10th, 2019

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TonWesselingatConversionJamStockholm,2013

TakenfromGolanLevin(@golan)onTwiHer

khamkhorviaPixabayTonWesselinginTallinn,recordinghisA/B-tesNngmasterycourse

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Validationin every

organization

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Analyticsdriven

Optimization

Experimentationon

Customer Experience

DIGITAL USER BEHAVIOR

ATTENTION

PERCEPTION

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MOTIVATIONS

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I’ve learned how to grow companies faster and how to embed this knowledge inside those companies

DonConvertone

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1. Why our current CRO jobs will die

2. Why it actually might be a good idea to kill those CRO jobs

3. How we could reach our end goal ( and what is that goal anyway? )

Ton Wesseling Validation in every Organization

Why our current CRO jobs will die

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Marketing teams

Product teams

Conversion team

Sprint Sprint Sprint Sprint Sprint Sprint Sprint Sprint

Prepare Campaign Prepare Campaign

Experiment Experiment Experiment

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PRIDE HUMILITY Focuses on others failures

Self righteous, overly critical, and fault finding

Looks at their life through a telescope but others with a

microscope

Realizes how far they fall short and have an overwhelming sense of

their need to grow

Compassionate and forgiving

Looks for the best in others

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“We are running at the wrong pacewith the wrong mindset to grow”

Ton Wesseling

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1. Why our current CRO jobs will die

Why it actually might be a good idea to kill those CRO jobs

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Conversion Rate

Optimization

Evidence Based

Growth

OnlineDialogueevidencebasedgrowthmaturitylevels

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Best practices: NO

Usability principles: YES

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Optimization

Potential Lifetime Value Revenue per user

Transactions Behavior

Clicks

Overall Evaluation

Criterion

OEC: a weighted combination of KPIs as a the primary KPI

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To make a business decision

DaleHadsonResearchgate

“Wrong name, wrong stuff,not every channel, wrong KPI,

wrong methodology” Ton Wesseling

How we could reach our end goal ( and what is that goal anyway? )

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Optimization is all about EFFECTIVENESS

Making sure resources are working on stuff that will make an impact

Six Sigma!

Agile !

Scrum!

These are all popular methods that mostly focus on efficiency

Create more stuff with the same resources!

Efficiency & Effectiveness

Create better stuff with the same resources!

More stuff vs better stuff

2018researchbyOpNmizely

Maximizing the number of positive impacts with the same resources!

Maximizing the number of positive impacts

Effect

Center of Excellence

Validation

Center of Excellence ( CoE )

A team of skilled knowledge workers

whose mission is to provide the organization they work for

with best practices around a particular area of interest

When there is a knowledge deficit or skills gap within an organization

CenterofExcellenceoverviewbyfirstalign.com

Center of Excellence

Validation

DaleHadsonResearchgate

Marketing teams

Product teams Sprint Sprint Sprint Sprint Sprint Sprint Sprint Sprint

Prepare Campaign Prepare Campaign

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Prioritize what to work on

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Overall Evaluation

Criterion

Effect

Enable evidence based growth

Effect

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Maximizing the number of positive impacts

“Enabling trustworthy researchthroughout the organization,to democratize validation”

Ton Wesseling

https://ondi.me/tonw Latest article on this:

Ton Wesseling / upcoming content

ü  Checklist for high quality A/B-testing ü  How to make decisions with biased evidence? ü  When do you know it’s time to start a CoE? ü  The 5 golden behavioral rules of a CoE

Validationin every

organization

1.  Make it easy for everyone to gather evidence 2.  Don’t tell them what to research (be humble) 3.  Make sure all research is done properly 4.  Let all the teams run at their own pace 5.  Keep op calculating their impact on the OEC

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Companies who adopt data-driven marketing are 6x more likely to be profitable year-over-year

Forbes.com

Validationin your

organization

by creating a humble Validation Center of Excellence

Ton Wesseling

https://ondi.me/tonw

Let’s connect on LinkedIn Latest article on validation:

https://onlinedialogue.com

Validation - Conversionista! | Conversionista! · 2019-10-14 · Validation in every ... a good...

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