conversion hotel 2016 - andré morys
TRANSCRIPT
THE GROWTH CANVAS™
@morys Amsterdam Berlin Frankfurt London Munich Paris Stockholm Vancouver globaloptimizationgroup.com
IT’S NOT ABOUT TESTING…
ANDRÉ MORYS - CO-FOUNDER GLOBAL OPTIMIZATION GROUP
@morys Amsterdam Berlin Frankfurt London Munich Paris Stockholm Vancouver globaloptimizationgroup.com
André Morys @morys follow me :-)
@morys Amsterdam Berlin Frankfurt London Munich Paris Stockholm Vancouver globaloptimizationgroup.com
>170 Conversion Experts in 10 countries
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN@morys Amsterdam Berlin Frankfurt London Munich Paris Stockholm Vancouver globaloptimizationgroup.com
W. Edwards Deming
„If you can't describe what you are doing as a process, you don't know
what you're doing.“
„A bad system will beat a good person every time.“
WTF
@morys Amsterdam Berlin Frankfurt London Munich Paris Stockholm Vancouver globaloptimizationgroup.com
R E D U C E F R I C T I O N R A I S E M O T I V AT I O N
Average Uplifts of Experiments
Traffic
Website
Web Analytics
The E-Commerce Paradox
Traffic
Website
Web Analytics
Click
Hand
Motor Control
prefrontal Cortex
Limbic System
Perception
The E-Commerce Paradox
Exercise #1:
Answer these questions:
How much do you spend for traffic? For the website maintenance?
For tools and analytics?
How much do you spend for understanding users?
-> Think about the ratio -> change it
@morys Amsterdam Berlin Frankfurt London Munich Paris Stockholm Vancouver globaloptimizationgroup.com
Who is your customer? What problem are you
solving? What real problem are you
solving? (implicit goals)
Exercise #2:
Make a brainstorming to answer this question:
„What are the implicit goals of our customers?“
Try to find answers and transform them in A/B-Tests to validate the effect.
„If you double the number of experiments
you do per year you're going to double your inventiveness“
Jeff Bezos, CEO amazon, 2004
Instant Gratifi-cation
Behavior Pattern #1
Commit-ment
Behavior Pattern #3
Con-venience
Behavior Pattern #2
Habit
@morys Amsterdam Berlin Frankfurt London Munich Paris Stockholm Vancouver globaloptimizationgroup.com
Top 10 E-Commerce Ventures Germany 2014
No Accident!
Exercise #3:
Select 10 cognitive biases and ask yourselves:
„How can these principles help us to sell more?“
Insert at least 1 Psycho-Growth-Hack to your testing backlog per month!
@morys Amsterdam Berlin Frankfurt London Munich Paris Stockholm Vancouver globaloptimizationgroup.com
AnalyticsUser Research
Personas CRM
KPI- & Goal Hierachy
Business Intelligence Data Warehouse
Reporting
Customer Journey
Persuasion Architecture
@morys Amsterdam Berlin Frankfurt London Munich Paris Stockholm Vancouver globaloptimizationgroup.com
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN@morys Amsterdam Berlin Frankfurt London Munich Paris Stockholm Vancouver globaloptimizationgroup.com
> Try iridion.com
Will the change be perceived? Is the change relevant?
Can it change behavior?
@morys Amsterdam Berlin Frankfurt London Munich Paris Stockholm Vancouver globaloptimizationgroup.com
PersonalisationA/B-Testing Email
Conversion Design
Persuasive Copywriting
Conversion Engineering
OPTIMIZATION
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN@morys Amsterdam Berlin Frankfurt London Munich Paris Stockholm Vancouver globaloptimizationgroup.com
T-Test
Dom
inan
z
Stim
ulan
z
Bala
nce
Control
x20,52 19,19 19,38
Dom
inan
z
Stim
ulan
z
Bala
nce
Commitment
x20,21 20,75 19,56
D
S
B
-0,31 1,56 0,18
Ca. 77 % der Nutzer
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN@morys Amsterdam Berlin Frankfurt London Munich Paris Stockholm Vancouver globaloptimizationgroup.com
@morys Amsterdam Berlin Frankfurt London Munich Paris Stockholm Vancouver globaloptimizationgroup.com
A Goal without a Plan is just a Wish. A. Saint-Exupéry
@morys Amsterdam Berlin Frankfurt London Munich Paris Stockholm Vancouver globaloptimizationgroup.com
Organisation Skills Culture Businessplan
STRATEGY
© Andre Morys, Web Arts AG www.web-arts.comFRANKFURT - HAMBURG - MÜNCHEN@morys Amsterdam Berlin Frankfurt London Munich Paris Stockholm Vancouver globaloptimizationgroup.com
0
100
200
300
400
500
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
F%&K
Organic Growth +10% CR p.a. +15% CR p.a. BTTF
Do the math!
Exercise #4:
„Build a business plan to allocate the right budget for optimization.“
Influence the right KPI for your optimization process:
- Amount of Experiments - Success-Rate
- Average Uplift / ROI
@morys Amsterdam Berlin Frankfurt London Munich Paris Stockholm Vancouver globaloptimizationgroup.com
PersonalisationA/B-Testing Email
Conversion Design
Persuasive Copywriting
Conversion Engineering
Prioritized Backlog
AnalyticsUser Research
Personas CRM
KPI- & Goal Hierachy
Business Intelligence Data Warehouse
Reporting
Customer Journey
Persuasion Architecture
Organisation Skills Culture Businessplan
OPTIMIZATION
PRIORITIZATION
STRATEGY
Plan
Analyse
Prioritize
Build
Measure & Learn
@morys Amsterdam Berlin Frankfurt London Munich Paris Stockholm Vancouver globaloptimizationgroup.com
@morys
Success is the result of a process, not trial & error.
@morys Amsterdam Berlin Frankfurt London Munich Paris Stockholm Vancouver globaloptimizationgroup.com
André Morys CEO
Web Arts AG [email protected] Tel. +49.6172.68097-15
Thank You!
Optimization Workflow
Management for free:
www.iridion.com