Validation - Conversionista! | Conversionista! · 2019-10-14 · Validation in every ... a good...
Transcript of Validation - Conversionista! | Conversionista! · 2019-10-14 · Validation in every ... a good...
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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GerdAltmannviaPixabayGerdAltmannviaPixabay
TakenfromGolanLevin(@golan)onTwiHer
Validationin every
organization
Ton Wesseling | Online Dialogue | Conversion Jam 2019 | October 8th & 10th, 2019
GerdAltmannviaPixabayArekSochaviaPixabay
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MP3downloadlogo
Sonyminidiscplayer
MSIE4-1998
MSNHotmail1998
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DWilliamsviaPixabay
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Analyticsdriven
Optimization
Experimentationon
Customer Experience
DIGITAL USER BEHAVIOR
ATTENTION
PERCEPTION
GinoCrescoliviaPixabay
MOTIVATIONS
KhamkhorviaPixabay
I’ve learned how to grow companies faster and how to embed this knowledge inside those companies
DonConvertone
CRO
CRO
CRO
CRO
CRO
CRO
CRO
NiekVerlaanviaPixabay
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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Macgyver,CourtesyofParamountTelevision
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A-team,Courtesyof20thCenturyFoxTV
Marketing teams
Product teams
Conversion team
Sprint Sprint Sprint Sprint Sprint Sprint Sprint Sprint
Prepare Campaign Prepare Campaign
Experiment Experiment Experiment
Experiment Experiment Experiment
Experiment Experiment Experiment
MrsBrownviaPixabay
CRO
IraGorelickviaPixabay
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
C.S.LewisquotedesigncourtesyofEntrepreneur.com
RemazteredStudioviaPixabay
“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
Ton Wesseling Validation in every Organization
2. Why it actually might be a good idea to kill those CRO jobs
Ton Wesseling Validation in every Organization
Why it actually might be a good idea to kill those CRO jobs
PublicDomainPicturesviaPixabay
Ton Wesseling Validation in every Organization
Conversion Rate
Optimization
Evidence Based
Growth
OnlineDialogueevidencebasedgrowthmaturitylevels
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Best practices: NO
Usability principles: YES
GerdAltmannviaPixabay
fancycrave1viaPixabay
Optimization
KPI
Potential Lifetime Value Revenue per user
Transactions Behavior
Clicks
Overall Evaluation
Criterion
OEC: a weighted combination of KPIs as a the primary KPI
WokandapixviaPixabay
qimonoviaPixabay
To make a business decision
DaleHadsonResearchgate
RemazteredStudioviaPixabay
“Wrong name, wrong stuff,not every channel, wrong KPI,
wrong methodology” Ton Wesseling
2. Why it actually might be a good idea to kill those CRO jobs
Ton Wesseling Validation in every Organization
3. How we could reach our end goal ( and what is that goal anyway? )
Ton Wesseling Validation in every Organization
How we could reach our end goal ( and what is that goal anyway? )
StefanKellerviaPixabay
Optimization is all about EFFECTIVENESS
Making sure resources are working on stuff that will make an impact
Ton Wesseling Validation in every Organization
Lean!
Lean!
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!
Ton Wesseling Validation in every Organization
More stuff vs better stuff
2018researchbyOpNmizely
Efficiency & Effectiveness
Maximizing the number of positive impacts with the same resources!
Efficiency & Effectiveness
Maximizing the number of positive impacts
Ton Wesseling Validation in every Organization
CRO
CRO
Effect
CRO
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
qimonoviaPixabay
Prioritize what to work on
Alexas_FotosviaPixabay
Alexas_FotosviaPixabay
Overall Evaluation
Criterion
Effect
Enable evidence based growth
Effect
QualitycirclebyPeteLinforthviaPixabay
klimkinviaPixabay
CoE
Efficiency & Effectiveness
Maximizing the number of positive impacts
Ton Wesseling Validation in every Organization
3. How we could reach our end goal ( and what is that goal anyway? )
Ton Wesseling Validation in every Organization
RemazteredStudioviaPixabay
“Enabling trustworthy researchthroughout the organization,to democratize validation”
Ton Wesseling
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
Ton Wesseling | Online Dialogue | Conversion Jam 2019 | October 8th & 10th, 2019
Ton Wesseling | Online Dialogue | Conversion Jam 2019 | October 8th & 10th, 2019
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
Ton Wesseling | Online Dialogue | Conversion Jam 2019 | October 8th & 10th, 2019
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