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ACHIEVING EXPERIMENTATION EXCELLENCE IN YOUR ORGANISATION
| Date post: | 21-Apr-2017 |
| Category: |
Data & Analytics |
| Upload: | emerce |
| View: | 107 times |
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ACHIEVING EXPERIMENTATION EXCELLENCE IN YOUR
ORGANISATION
Hi!I’m Manuel
Founder, Effective Experiments
Founded Conversion World
I OPTIMISATION
4+ Years CRO strategy + consulting
Online community & virtual conference
All-in-one platform for CRO workflowmanagement, collaboration & documentation
WHAT THIS TALK ISN’T ABOUT
How to run A/B testsWhat tactics you should tryWhich testing tool to use
How to analyse testsStatistics
LET’S LOOK AT SOME STATS ABOUT THE INDUSTRY FIRST
source : Econsultancy
BUDGETS HAVE INCREASED IN HOUSE AND AGENCY SIDE
source : Conversion World
Source: Conversion World survey (2017)
62%51%
FOCUS ON CRO ACTIVITIES HAS INCREASED IN HOUSE AND AGENCY SIDE
source : Conversion World
Source: Conversion World survey (2017)
81%72%
TEXT
THE SHOCKING TRUTH ABOUT CRO PROGRAMMES
THEY ARE NOT DONE WELL.
WHY?
TEXT
NO BUY IN
NO STRUCTURED PROCESS
PROCESSES ARE NOT DEFINED OR STRUCTURED
Source: Conversion World survey (2017)
33% 31%
LACK OF RESOURCES
57% OF COMPANIES STRUGGLE WITH RESOURCES
Source: Conversion World survey (2017)
THE WAY WE SETUP OPTIMISATION PROGRAMMES IS BROKEN
TOOLS MAKETH NOT AN OPTIMISATION PROGRAMME
THE CRO TECH LANDSCAPE
IN 2017www.conversionoptimization.tools
OPTIMISATION IS NOT A PROJECT.
IT SHOULD BE A BAU (BUSINESS AS USUAL) ACTIVITY
EXPLORING SUCCESSFUL OPTIMISATION PROGRAMMES
HOW TO TRANSFORM YOUR ORGANISATION FOR HIGH VELOCITY
OPTIMISATION
PEOPLE
THIS IS YOUR MOST IMPORTANT ASSET.
HIRE THE RIGHT PEOPLE
Part-time Conversion Optimiser
LEVEL 1
THE JACK OF ALL TRADES
Conversion Optimiser
UX Designer Front End Developer
LEVEL 2
A DEDICATED CRO RESOURCE WORKING WITH MULTIPLE DEPARTMENTS
Conversion Optimiser
UX Designer Front End Developer
LEVEL 3
Web Analyst QA Lead
Conversion Optimiser
UX Designer Front End Developer
LEVEL 4
Web Analyst QA Lead
Conversion Optimiser
Statistician
Content Specialist
Psychologist QA Lead
Optimisation Dedicated personnel
Maturity
PROCESS
IDEATEANALYTICS
USER RESEARCH
SURVEYS
HEATMAPS
HEURISTIC ANALYSIS
LIVE CHAT
HYPOTHESIS
BECAUSE WE SAW (QUAL & QUANT DATA)
WE EXPECT THAT (CHANGE) FOR (POPULATION) WILL CAUSE (IMPACT(S))
WE EXPECT TO SEE (DATA METRIC(S) CHANGE) OVER A PERIOD OF (X BUSINESS CYCLES)
WHAT CAN WE LEARN FROM THE EXPERIMENT
PRIORITY
PEOPLE PROCESS
PRIORITY
PEOPLE PROCESS
PRIORITY
PEOPLE & PRIORITY BUT NO PROCESS = HAPHAZARD TESTING
!
PEOPLE PROCESS
PRIORITY
PROCESS & PRIORITY BUT NOT THE RIGHT PEOPLE = AMATEUR CRO OPTIMISERS
!
PEOPLE PROCESS
PRIORITY
PEOPLE & PROCESS BUT NO PRIORITY = BORED OPTIMISERS
!
PEOPLE PROCESS
PRIORITY
A SUCCESSFUL OPTIMISATION PROGRAMME REQUIRES ALL THREE
KEY TAKEAWAYS
Thanksfor listeningWANT TO TALK TO ME?
email : [email protected]
tweet me : @digital_tonic
Linkedin : www.linkedin.com/manueldacosta
