keynote ton wesseling at the web analytics wednesday copenhagen #wawcph at september 7th 2016
TRANSCRIPT
SUBTITLE BELOW!
What gets you excited?!LOOKING AS A WEB ANALYST TO CONVERSION OPTIMIZATION!
Lots of Experiments
F!FIND
T!TELL
A!ANALYZE
C!COMBINE
C!CREATE
A!ANALYZE
T!TEST
F!FIND
T!TELL
A!ANALYZE
C!COMBINE
C!CREATE
A!ANALYZE
T!TEST
SUBTITLE BELOW!
What gets you excited?!
Ü ANALYZING HOW USER BEHAVIOUR IS CHANGING!!
@AM_Klaassen / @tomvdberg1
We started with them
7 years ago
Flow optimization
Flow optimization
Dialogue optimization
Flow optimization
Customer Journey Optimization
Dialogue optimization
Did you already decided which hotel you want to stay in?
Are you currently comparing the price of the rooms in this hotel at other websites?
Book with your Valk account and get a €5 bonus
Easily control your booking with your Valk account
SUBTITLE BELOW!
What gets you excited?!
Ü INJECTING FEEDBACK FORM RESPONSES INTO ANALYTICS!
SUBTITLE BELOW!
What gets you excited?!
Ü AUTOMATED GTM / GA / EXCEL RESULTS SET-UP !
• No effect on conversion à Don’t implement à Re-test with higher volumes
• Conclusion !
• Focusonriskassessment
88,4%
A test result is the probability that B outperforms A: ranging from 0% - 100%
!
IMPLEMENT B! PROBABILITY! * EFFECT ON REVENU!
Expected risk 11,6% - € 69.791
Expected uplift 88,4% € 213.530
Contribution € 180.733
* Based on 6 months and an average order value of € 175
• Makeariskassessment
• ConclusionBayesian
ü Easier to understand and communicate
ü Better suits the business ü Don’t throw away good ideas
(indicatively significant)
ü Higher implementation rate and revenue
€0
€1.000.000
€2.000.000
€3.000.000
€4.000.000
€5.000.000
€6.000.000
1 3 5 7 9 111315171921232527293133353739
Expected impact on revenue in 1 year
€Frequen-st €Bayesian
SUBTITLE BELOW!
What gets you excited?!
Ü BAYESIAN STATISTICS APPLIED ON EXPERIMENT RESULTS!
Book with your Valk account and get a €5 bonus
Easily control your booking with your Valk account
Website
GTM testing
A
B
Google Tag Manager
User has Test cookie
No
Yes
Traffic Random
50/50
Show A or B
• A/Btest
Website
GTM testing
A
B
Google Tag Manager
User has Test cookie
No
Yes
Traffic Random
50/50
Show A or B
Must be dynamic! • Bandit
Website
GTM testing
A
B
Google Tag Manager
User has Test cookie
No
Yes
Get traffic allocation
Show A or B
Hourly check GA data for test
Algorithm
Write Traffic allocation,js
• Bandit
Get traffic allocation
Hourly check GA data for test
Algorithm
Write Traffic allocation,js
Get traffic allocation
Hourly check GA data for test
Algorithm
Write Traffic allocation,js
Get traffic allocation
Hourly check GA data for test
Algorithm
Write Traffic allocation,js
Get traffic allocation
Hourly check GA data for test
Algorithm
Write Traffic allocation,js
Get traffic allocation
Hourly check GA data for test
Algorithm
Write Traffic allocation,js
Website
GTM testing
A
B
Google Tag Manager
User has Test cookie
No
Yes
Get traffic allocation
Show A or B
Hourly check GA data for test
Algorithm
Write Traffic allocation,js
• Bandit
• Examplecase
ü Older target group
ü Comparing price on other sites
ü Behavior of others
• ConclusionBandits
ü Less regret during testing
ü No implementation costs ü It never stops!
SUBTITLE BELOW!
What gets you excited?!
Ü AUTOMATED PERSUASIVE MESSAGING FOR YOUR WEBSITE!
SUBTITLE BELOW!
Ü ANALYSING HOW USER BEHAVIOUR IS CHANGING!!
Ü INJECTING FEEDBACK FORM RESPONSES INTO ANALYTICS!
Ü AUTOMATED GTM / GA / EXCEL RESULTS SET-UP !
Ü BAYESIAN STATISTICS APPLIED ON EXPERIMENT RESULTS!
Ü AUTOMATED PERSUASIVE MESSAGING FOR YOUR WEBSITE!
