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ONLINE DIALOGUE Guiding you to digital maturity #convcon Boston 2013/10/01 FACT & ACT

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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

# c o n v c o n B o s t o n 2 0 1 3 / 1 0 / 0 1

FA C T & A C T

Email: [email protected] onlinedialogue.com Twitter: @TonW #convcon

May 17t h 2012

LaDonna Adr ian Gaines

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Born in Boston, MA

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Singing in church

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1968: Hair

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Marr ied Helmuth Sommer

Donna Summer

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1974: Her first big success

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Born in The Nether lands

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Big Dutch export product:

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They adapt, they change

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First Techno record:

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Music developers

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Web developers

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Big Boston export product

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Route 128

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MIT

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Ever been to Vegas?

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Mult i-armed bandit problem

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Invest ing in Start-ups

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Grow fast

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Lean Start-up

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They adapt, they change

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State of Independance

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Disco to dance to r&b to pop

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Change

It’s all about

FACT & ACT

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Wakoopa start

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Wakoopa now

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Usabi l la start

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Usabi l la now

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Instagram

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Hot stuff

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Growth Hacking

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Growth Hacking

Growth Hackers a re s imp ly good a t us ing

search engine opt imizat ion, web si te analytics, content market ing

and A/B testing t echn iques

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Col lege 1995

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Digging through log fi les

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Trying to improve

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I learned about him

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Qual i ty c i rc le

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So I started with:

0 / 1 Testing

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Then I learned about th is story…

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Bi l l Murray

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Trying to get the gir l

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Constant test ing environment

A / B Testing

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Better Dia logue Opt imizat ion

Winner!!

Variation B!

Variation A!

Default!

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I started with th is stuff

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On with the “Dramatic changes”

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How does Bi l l final ly win Andie?

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Why is your visitor here?

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How can you

help your visitor

to fullfil his needs?

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I t ’s not about conversion opt imizat ion

I t ’s about learning how to serve your v is i tors!

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Automate the non learning stuff !

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This is how we learn

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FA C T & A C T

&

Tell Combine Analyze

Test Create Analyze Find

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F i r s t s t e p s

&

Tell Combine Analyze

Test Create Analyze Find Analyze Find

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Freo.nl : more l i f t in loan appl icat ions

+14% applications

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MoneYou.nl : upl i f t in new saving accounts

+23% accounts

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Analyt ics demand

Number of analysts

Demand

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On a boat in Stockholm

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During our academy

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In our Boston Hotel

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Survey to understand v is i tor needs

Significant more applications Survey inv i ta t ion vs . no survey inv i ta t ion

winner

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N e x t s t e p s :

&

Tell Combine Analyze

Test Create Analyze Find Test Create

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Data Driven

Data Driven

Data Driven

Data Driven Data Driven

Data Driven

Data Driven

Data Driven

Data Driven Data Driven

Data Driven

Data Driven Data Driven @ To n W

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Persuasion Psychologist Persuasion Psychologist

Persuasion Psychologist

Persuasion Psychologist

Persuasion Psychologist

Persuasion Psychologist

Persuasion Psychologist Persuasion Psychologist

Persuasion Psychologist

Persuasion Psychologist

@ B a r t S

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CRO magic

Data Driven Persuasion Psychology +

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Wheel-of-persuasion.com

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Autonomy

+25% sales

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But.. same test

Significant more submits, but..

Less registrations

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Cal l-to-act ionS

+16% accounts + 2 5 4 % c l i c k s ( o n C TA a r e a )

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Kras.nl t ravel booking

+18% sales

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Ambiguity aversion

+10% applications

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Anchor ing & Ugly brother effect

Almost everyone chooses the maximum package

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A n a l y z e !

&

Tell Combine Analyze

Test Create Analyze Find

Analyze

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We want last-minutes!

+58% conversions B u t n o s i g n i fi c a n t t u r n o v e r d i ff e r e n c e

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I t ’s not just you! Winner when

number 1

Winner when not number 1

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CTA color?

Monday winner Saturday winner

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Why is the v is i tor stopping by?

Returning visitor winner

New visitor winner

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Te l l , Te l l , Te l l

&

Tell Combine Analyze

Test Create Analyze Find

Tell Combine

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CRO becomes customer inte l l igence

Conversion)Op,miza,on) Market'Research'

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How to let them opt- in:

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How to opt- in:

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We love to be chal lenged

We won !

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Growing your customer knowledge To growth hack your online business

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I t ’s not about conversion opt imizat ion

I t ’s about learning how to serve your v is i tors!

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Change

It’s all about

FACT & ACT

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Use i t l ike she did

Donna Summer

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Like start-ups have to

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Like Bi l l d id

Just a reminder: GHDDSS

Ground Hog Day Donna Summer

Start-ups

Just a reminder: GHDDSS

Growth Hacking Data Driven

Sales & Service

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

# c o n v c o n B o s t o n 2 0 1 3 / 1 0 / 0 1

FA C T & A C T

Email: [email protected] onlinedialogue.com Twitter: @TonW #convcon

http://ondi.me/bostonmeetup

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