A/B-test ing

T o n W e s s e l i n g C h i e f O p t i m i z a t i o n O f fi c e r

O n l i n e D i a l o g u e

COMPUTERS

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THE WEB

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JUST DO IT.

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CORPORATE

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MEETINGS

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I T RELEASES

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DISTANCE

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GOOD OLD DAYS

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CONVERSATIONS

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CONVERSATIONS?

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ONLINE D IALOGUE Company  goals   Visitor  goals  €€€                    

Visitor  Company  

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Behavior  Op6

miza6

on  

to understand visitor behaviour!

Develop a process!

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ONLINE D IALOGUE Company  goals   Visitor  goals  €€€                    

Visitor  Company  

Behavior  Op6

miza6

on  

Employees  

Tools  

Methodology  

Internal    influencers  Needs  

Expecta6ons  

Triggers  

How can we convince them to do X?!

What are they looking for, what do they expect? !

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@ o n l i n e d i a l o g u e @ t o n w e s s e l i n g

OPTIMIZE Unlimited customers

No customers

High Quality Dialogues

Low Quality Dialogues

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HOW?

AB testing!Winner!!

Variation B!

Variation A!

Default!

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GROUNDHOG DAY

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METHODOLOGY

Hypothesis!

Alternative!

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PRODUCTION L INES

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TO DO

1: Knowledge centralization 2: Front-end flexibility 3: Continuous optimization

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Release ear l y, Release o f ten

Always be Opt im iz ing

T o n W e s s e l i n g C h i e f O p t i m i z a t i o n O f fi c e r

O n l i n e D i a l o g u e