Date post: | 20-Aug-2015 |
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Technology |
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O N L I N E D I A L O G U E G u i d i n g y o u t o d i g i t a l m a t u r i t y
To n W e s s e l i n g – G r o w t h H a c k e r # e l i t e c a m p E s t o n i a 2 0 1 4 / 0 6 / 1 4
M y D a i l y J o b
Growth magic
Data Driven Persuasion Psychology +
Email: [email protected] onlinedialogue.com Twitter: @TonW #elitecamp
3 things
ü Learn to code
ü Rethink your optimization strategy
ü Make sure everyone knows the drill
Email: [email protected] onlinedialogue.com Twitter: @TonW #elitecamp
Sai l ing
a very close operating team
or
just you
Email: [email protected] onlinedialogue.com Twitter: @TonW #elitecamp
Winning
some big decisions
and
tweaking the details
Email: [email protected] onlinedialogue.com Twitter: @TonW #elitecamp
That’s our business
#CRO
#elitecamp @TonW
Email: [email protected] onlinedialogue.com Twitter: @TonW #elitecamp
Focus on qual i ty
“When you focus just on costs they will rise”
Email: [email protected] onlinedialogue.com Twitter: @TonW #elitecamp
Van der Valk
ü Unique website for each hotel
ü 1 centralized team
ü Paid by % of their turnover
Email: [email protected] onlinedialogue.com Twitter: @TonW #elitecamp
Onl ine Dia logue
ü Analytics & optimization partner
They also have:
Development partner
Advertising partner
Email: [email protected] onlinedialogue.com Twitter: @TonW #elitecamp
My 3 focus points
ü Optimize new bookingsengine
ü Testing software costs too high
ü Let them choose for Valk
Email: [email protected] onlinedialogue.com Twitter: @TonW #elitecamp
Step 1: data & control
ü New Google Analytics main account ü Google Tag Manager
Email: [email protected] onlinedialogue.com Twitter: @TonW #elitecamp
Google tag manager & test ing tools
VWO
GTM
Email: [email protected] onlinedialogue.com Twitter: @TonW #elitecamp
Data div ing
ü Small % will visit the (rooms) bookingsengine
ü They navigate through the room pages
Email: [email protected] onlinedialogue.com Twitter: @TonW #elitecamp
My 3 focus points
ü Optimize new bookingsengine
ü Testing software costs too high
ü Let them choose for Valk
Email: [email protected] onlinedialogue.com Twitter: @TonW #elitecamp
My 3 focus points
ü Optimize new bookingsengine
ü Learn to understand behaviour
ü Let them choose for Valk
Email: [email protected] onlinedialogue.com Twitter: @TonW #elitecamp
G+ as v i r tual team communicat ion
Email: [email protected] onlinedialogue.com Twitter: @TonW #elitecamp
But first: stat ist ics - h istory
ü 4 out of 10 tests were successful
ü With a 90% significance level
ü Purchase cycle = 3 days
ü Thousands room bookings per week
Email: [email protected] onlinedialogue.com Twitter: @TonW #elitecamp
Power & Significance
ü 10 wrong winners every 100 tests
ü Only +-65% of these winners were uncovered
ü 40 winners = 30 real winners, so
ü 45 winning ideas, 55 losing ideas
ü Lucky: 75% of the winners is real
Email: [email protected] onlinedialogue.com Twitter: @TonW #elitecamp
Cookie delet ion & cross device
ü 90% significance is ok
ü We can stay at this low power level
ü 2 weeks max test-time in this case (to
reduce sample pollution)
ü Only test 1 type of device at the same time
Email: [email protected] onlinedialogue.com Twitter: @TonW #elitecamp
Automate the non learning stuff !
Email: [email protected] onlinedialogue.com Twitter: @TonW #elitecamp
Test ing costs t ime
Use it to LEARN
Email: [email protected] onlinedialogue.com Twitter: @TonW #elitecamp
Learn
ü If a new functionality should be build
ü What message really impacts behavior
ü What we should feed the bandit
Always Re-test before you decide on these 2:
Email: [email protected] onlinedialogue.com Twitter: @TonW #elitecamp
Pretty h igh “cl ick back” numbers
Email: [email protected] onlinedialogue.com Twitter: @TonW #elitecamp
No room avai lable
§ 15% sees a no room available page
§ Conversion rate of them is 50% lower
§ Low number of conversions per week
§ 2 weeks testing – low power warning
§ Pontentially high impact
Email: [email protected] onlinedialogue.com Twitter: @TonW #elitecamp
Test protocol
ü Put the control live a week before test
ü Always use a “copy control” as control
ü After the test period – new traffic to
control – for again 1 week
(should be: 1 purchase cycle minimum)
Email: [email protected] onlinedialogue.com Twitter: @TonW #elitecamp
Results
ü No significant uplift
ü Only 30% clicks
ü 55% mouse overs
ü The others bounce very fast from the page
ü Without them: significant uplift!
Email: [email protected] onlinedialogue.com Twitter: @TonW #elitecamp
Act ions
ü Too little value for a re-test / new test
ü Functionality: show other rooms
ü Test with the dates on the widget
Email: [email protected] onlinedialogue.com Twitter: @TonW #elitecamp
Scarcity data
§ 30% sees rooms with scarcity
§ Conversion rate of them is the same
§ A lot of conversions per week
§ 2 weeks testing – pretty OK power
Email: [email protected] onlinedialogue.com Twitter: @TonW #elitecamp
The results
Significant uplift
Email: [email protected] onlinedialogue.com Twitter: @TonW #elitecamp
The results
ü Yes, significant result again
ü The other 2 messages are also significant
ü But : the combination is even significant
better than the scarcity version itself!
Email: [email protected] onlinedialogue.com Twitter: @TonW #elitecamp
Act ions
ü Build scarcity in the CMS system
ü Re-test the combination of messaging
ü Keep an eye on customer life time value
development from new guests through scarcity
Email: [email protected] onlinedialogue.com Twitter: @TonW #elitecamp
My 3 focus points
ü Optimize new bookingsengine
ü Learn to understand behaviour
ü Let them choose for Valk
Email: [email protected] onlinedialogue.com Twitter: @TonW #elitecamp
My 3 focus points
ü Test, learn and build proces
ü Learn to understand behaviour
ü Let them choose for Valk
Email: [email protected] onlinedialogue.com Twitter: @TonW #elitecamp
A/B-testguide
ü Team communication
ü Use the right aproach
ü Store your knowledge
Email: [email protected] onlinedialogue.com Twitter: @TonW #elitecamp
So – the 3 th ings you should remember
ü Learn to code
ü Rethink your optimization strategy
ü Make sure everyone knows the drill
O N L I N E D I A L O G U E G u i d i n g y o u t o d i g i t a l m a t u r i t y
To n W e s s e l i n g – G r o w t h H a c k e r # e l i t e c a m p E s t o n i a 2 0 1 4 / 0 6 / 1 4
M y D a i l y J o b