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Evidence based growth
Tom van den Berg
Analytics & Optimization Expert
@tomvdberg
#mie18
✓6 years experience
✓+ 300 experiments
Since 2009
Data + Psychology
Evidence Based Growth
Today:
✓Why evidence based growth?
✓FACT & ACT
✓Case
A/B test
100%
traffic
50%
50%
Version A
Version B
(Control)
(Challenger)
A
B
BA
Winner
BA
$100 million
12% increase in conversion %
More tests = more growth?
A/B testing
=
Hot
“If you double the number of
experiments you do per year
you’re going to double your
inventiveness”
Jeff Bezos, CEO Amazon
1
12
12
3
12
3
4
12
3
4
5
STOP!
Without an analyzed reason
to start, it doesn’t make any
sense to start at all
But, how?
William Edwards Deming
FACT & ACT
FFIND
FFIND
AANALYZE
FFIND
AANALYZE
CCREATE
FFIND
AANALYZE
CCREATE
TTEST
FFIND
AANALYZE
CCREATE
AANALYZE
TTEST
FFIND
AANALYZE
CCOMBINE
CCREATE
AANALYZE
TTEST
FFIND
TTRANSFORM
AANALYZE
CCOMBINE
CCREATE
AANALYZE
TTEST
FFIND
TTRANSFORM
AANALYZE
CCOMBINE
CCREATE
AANALYZE
TTEST
FFIND
TTELL
AANALYZE
CCOMBINE
CCREATE
AANALYZE
TTEST
FFIND
TTRANSFORM
AANALYZE
CCOMBINE
CCREATE
AANALYZE
TTEST
Research
FFIND
eCommerce funnel:
✓ Interaction
✓ Interest
✓ Intent
✓ Transaction
✓ Loyal
eCommerce funnel:
✓ Interaction
✓ Interest
✓ Intent
✓ Transaction
✓ Loyal
Interaction
Interest
Intent
Transaction
Loyal
Interaction
Interest
Intent
Transaction
Loyal
Interaction
Interest
Intent
Transaction
Loyal
75%
Interaction
Interest
Intent
Transaction
Loyal
75%
60%
Interaction
Interest
Intent
Transaction
Loyal
75%
60%
15%
Interaction
Interest
Intent
Transaction
Loyal
75%
60%
15%
50%
Interaction
Interest
Intent
Transaction
Loyal
75%
60%
15%
50%
More data FFIND
Heat- and scroll maps FFIND
Session recordings FFIND
FFINDTalk to customer service
FFINDAsk for feedback online
User research FFIND
Insight previous tests
✓ What have you learned form those experiments?
FFIND
Scientific research FFIND
Data
Data
Insights
AANALYZE
AANALYZE
Data + Psychology
Hypothesis
AANALYZE
A AANALYZE
B CCREATE
B CCREATE
BA
Winner
TTEST
AANALYZE
CCOMBINE
FFIND
TTELL
AANALYZE
CCOMBINE
CCREATE
AANALYZE
TTEST
FFIND
TTRANSFORM
AANALYZE
CCOMBINE
CCREATE
AANALYZE
TTEST
BEOORDEEL DEZE LEZINGVIA DE MIE2018 APP
Tom van den Berg
Twitter: @tomvdberg1
www.onlinedialogue.nl
Slides:
ondi.me/mie2018tom
Meer leren?
ondi.me/conversiespecialist
BEOORDEEL DEZE LEZINGVIA DE MIE2018 APP
Tom van den Berg
Twitter: @tomvdberg1
www.onlinedialogue.nl
Slides:
ondi.me/mie2018tom
Meer leren?
ondi.me/conversiespecialist
BEOORDEEL DEZE LEZINGVIA DE MIE2018 APP
Tom van den Berg
Twitter: @tomvdberg1
www.onlinedialogue.nl
Slides:
ondi.me/mie2018tom
Meer leren?
ondi.me/conversiespecialist