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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

tom@onlinedialogue.nl

www.onlinedialogue.nl

Slides:

ondi.me/mie2018tom

Meer leren?

ondi.me/conversiespecialist

BEOORDEEL DEZE LEZINGVIA DE MIE2018 APP

Tom van den Berg

Twitter: @tomvdberg1

tom@onlinedialogue.nl

www.onlinedialogue.nl

Slides:

ondi.me/mie2018tom

Meer leren?

ondi.me/conversiespecialist

BEOORDEEL DEZE LEZINGVIA DE MIE2018 APP

Tom van den Berg

Twitter: @tomvdberg1

tom@onlinedialogue.nl

www.onlinedialogue.nl

Slides:

ondi.me/mie2018tom

Meer leren?

ondi.me/conversiespecialist