team growth: building an optimization dream team
TRANSCRIPT
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Team GrowthOrganizing your Optimization Dream Team
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bit.ly/team-growth
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Where do we start?
What tools do we need?
How do we grow(th hack)?
How do we prioritize tests?
Who’s going to do this?
Conversion Rate Optimization (CRO)
@guido
Dear user, drink a glass of water
The frustration is real!
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Learn…
… your maturity level
… the Website Optimisation Workflow
… how to prioritize
… who to hire
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@guido?• Psychologist
• Optimization @ Euroflorist (Merchant)
• Dutchento &Meet Magento Netherlands
@guido | gui.do
@guido
euroflorist.com
@euroflorist
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We help people make others happy, noticed & remembered
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Our local markets
19 WEBSITES 12 COUNTRIES8 LANGUAGES
Austria Belgium Denmark France Germany Ireland Luxembourg Norway Poland Sweden The NetherlandsUnited Kingdom
20 NATIONALITIES
www.bestppt.com
www.bestppt.com
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WHAT IS EUROFLORIST?• We send flowers since 1947
• Swedish company, offices across Europe
• Sell flowers through our Florist Network (9.000 florists) and Box Product
• B2C & B2B sales
• 1 billion SEK revenue (majority Online)
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WHAT IS EUROFLORIST?
• 180+ employees (50% CS, 30+ online)
• 2M+ bouquets sent every year
• Market shares ranging up to 45%
• Growing revenue, teams and taking market share
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WHAT IS EUROFLORIST?
• 20 years in e-commerce
• Sites with up to 18% conversion rate
• 8+ score on Trustpilot
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Necessary Componentsfor CRO
Platform People Process
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But first: What’s your level?
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Digital Analytics Maturity Model (DAMM)
by Stéphane Hamel
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• Visitors, Visits, Page views
• Top 10s • Demographics • Technographics • Top entry/exit • Performance • Capacity & Security
Metrics Optimization
Level 1
• Path analysis • Funnel reports • A/B testing • Campaign
Optimization • KPIs • Dashboards
Answer Optimization
Level 2
• Omnichannel aggregation
• External Data Analysis
• Segmentation • Segment testing • Behavioral
Targeting
Dialogue Optimization
Level 3
• Profiling & Personalization
• Cost-shifting analysis
• Lifetime value • Big Data Targeting • Process analytics
Customer Value
Optimization
Level 4
• Real Time Decision Targeting
• Activity Bases Costing
• Strategic planning • Omnichannel
integration • Predictive Analytics • Balanced
Scorecards
Business Optimization
Level 5
DAMM by Stéphane Hamel
Maturity Levels
@guido
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Objec3ves"
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Current
Level 2
Level 3
Level 4
Management
Scope
Objectives
Expertise
Process
Tools
Maturity Levels
@guido
Remember the Maturity levels!
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Self assessment: DigitalAnalyticsMaturity.org
bit.ly/-D-A-M
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Platform People Process
Necessary Componentsfor CRO
@guido
Choosing the ideal solution
bit.ly/team-data, page 13
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Adding a new software tool
≠ CRO silver bullet
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PlatformPeople
Necessary Componentsfor CRO
@guido
Team(s) & Roles
@guidoTeamsLevel 1 Level 2 Level 3 Level 4 Level 5
Single person
one person leading
optimization efforts across
teams/ departments
Single team focussed on
online optimization
Integration with teams from all channels/ departments
Multiple agile CRO teams, specialized
umbrella teams
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It’s a continuum
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Team Experts
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Level 1: The Lone Nut
No CRO job title
Really enthusiastic about the possibilities
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Level 2CRO Master/ Growth
HackerUI/UX designer Frontend Developer
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Level 2: CRO Master/ Growth Hacker
Source: Growth Tribe Academy
Statistics Programming Product Design & UX Principles Analytics Behavioural Psychology Brand Positioning /
Storytelling
Conversion Rate Optimisation A/B Testing Photoshop &
Wireframing Funnel Marketing Copywriting Database Querying
Virality PR PR Stunts SEO SEM Online
Ads
Tools Marketi
ngBiz Dev
Email Marketi
ng
Content Marketi
ng
Direct Sales
Affiliate Programms
Trade Events Events Confere
ncesPlatfor
ms
Re-targetti
ng
Artificial Virality
Width of Knowledge
Depth of Knowledge
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Level 2: UX/UI Designer
Designing an engaging online experience
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Level 2: Frontend Developer
HTML, CSS & Javascript expert
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Level 3Traffiker UX Researcher Content specialist Tester
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Data SpecialistData Analyst Behavioural Analyst
Level 4
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Level 4: Data Analyst
Pre-test analysis
Post-test analysis
Combines behavioral and business data
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Combining datasources into a comprehensive 350° view of your customers and their actions.
Level 4: Data specialist
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Level 4: Behavioural analyst
Psychologist, expert on human behavior
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Level 5
Multiple teams Team managers StatisticianData Visualization Specialist
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DAMM - adding expertiseLevel 1 Level 2 Level 3 Level 4 Level 5
The Lone Nut
CRO Master/ Growth Hacker
UX/UI Designer
Frontend Developer
UX Researcher
Content specialist
Tester
Data Analyst
Data Specialist
Behavioural analyst
CRO Team Managers
Statistician
Data Visualization Specialist
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Roles can be combined (especially in the beginning)
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Team
Marketing
Customer support
(Backend) Development
Traffic (SEO/SEA)
Business Sponsor (shit umbrella)
Supporting Departments
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Sidenote: international teams
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PeopleProcess
Necessary Componentsfor CRO
@guido
Website Optimization Workflow (WOW)
Input Prioritization Testing Reporting & Deployment
bit.ly/wowmodel
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Business Intelligence
General Research
Corporate Needs
User Research
Product Roadmap
Product Changes
Brainstorm
Test results (internal/external)
Input Prioritization Testing Reporting & Deployment
Idea list
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Potential (local) Heuristics Voice of Customer ExperienceP
I
Importance (site wide) Business Traffic
EEase
Development Cost
Input Prioritization Testing Reporting & Deployment
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Idea A Idea B Idea C
Potential .50 .20 .80
Importance .20 1 .50
Ease .40 .80 .20
PIE Score x 100 4 16 8
Input Prioritization Testing Reporting & Deployment
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Input Prioritization Testing Reporting & Deployment
gui.do/samplesizes
Do you have enough traffic?
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Hypothesis
Set test parameters & variants
Create
Deploy
Analysis
Repeat
Inform Stakeholders
Input Prioritization Testing Reporting & Deployment
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Reporting Deployment
• # Participants/ variant • Test duration • Significance level (p-value) • Confidence interval • Effect size • Power • # test repetitions
Calculate ROI
Worth it?
Yes > Forward to devteam No > Optimize/Retry/Discard
Input Prioritization Testing Reporting & Deployment
@guido
Website Optimization Workflow (WOW)
Input
Prioritization
Testing
Reporting & Deployment
bit.ly/wowmodel
@guido
Periodic team meetingsMeeting
1 2 3 4 5 6 7
Test A Research Design/ Develop QA/Approval Live Analysis Share/
document
Test B Research Design/ Develop QA/Approval Live Analysis
Test C Research Design/ Develop QA/Approval Live
Test D Research Design/ Develop QA/Approval Live
Test E Research Design/ Develop
QA/Approval
Test F Research Design/ Develop
Test G Research
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Platform People Process
Necessary Componentsfor CRO
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Building an optimization culture
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Mindset• Academic
• Curious
• Creative
• Always Be Testing
• Eye for the complete picture
• no Ego
• Data-driven/informed
• Lean Startup(-ish)
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Educate, Educate, Educate
• What is optimisation?
• What is a test?
• Testing vs Analysis
• What are the (traffic) limits? (Sample size!)
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Have a structure / process
• Know you math
• Evangelize the process
• Include everyone
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Document & Share!
• Have a ‘single system of truth’
• Discuss it with all teams
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People & Processes are
Crucial
to your Continued Success
@guido
Sasquatch Music Festival 2009
Are you The Lone Nut?
