Keynote Ton Wesseling at the Web Analytics Wednesday Copenhagen #wawcph at September 7th 2016

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What gets you excited?!LOOKING AS A WEB ANALYST TO CONVERSION OPTIMIZATION!

Ton.Wesseling@onlinedialogue.com

Evidence based growth

Conversionrateop-miza-on

Analytics Psychology

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

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What gets you excited?!

Ü  ANALYZING HOW USER BEHAVIOUR IS CHANGING!!

@AM_Klaassen / @tomvdberg1

We started with them

7 years ago

Flow optimization

Winner

Flow optimization

Dialogue optimization

Winner

Flow optimization

Customer Journey Optimization

Dialogue optimization

#ConvConOnline Dialogue & Testing Agency

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

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Ü  INJECTING FEEDBACK FORM RESPONSES INTO ANALYTICS!

Toolsforrunningexperiments

Frontenddevelopment

WemeasureresultsinGoogleAnaly-cs

Theydohaveanaly-cs–butnotenough

Eventtrackingvaria-onbehaviour

WhynotuseGoogleTagManager?

Jorrin Quest

hDp://gtmtes-ng.com

Soweopenedupourlibraryforyou

ü  Easy setup

ü  Free

ü  Preview mode

hDp://gtmtes-ng.com

Resultsspreadsheetthroughtheanaly-csAPI

DownloadourExcelforfree:hDp://ondi.me/vis

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Ü  AUTOMATED GTM / GA / EXCEL RESULTS SET-UP !

•  Exampletest:Orderflow

•  Exampletest:Setcomple-on

•  Testresult!

•  No effect on conversion à Don’t implement à Re-test with higher volumes

•  Conclusion !

•  What’sthealterna-ve?

Frequentist statistics

Bayesian statistics

•  Exampletest:Setcomple-onA B

•  BayesianTestevalua-on

•  Focusonriskassessment

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

•  ImplementBB

abtestguide.com/bayesian/!

Roy Schieving

Annemarie Klaassen

•  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

€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

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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

•  A/B-test

•  Trafficalloca-onover-me

Traffic

Profit or loss?

Themul-armbanditproblem

•  Sothiswillhappeninyourexperiment:

Traffic

More Profit!

Explore Exploit ?

•  Explore/Exploitdilemma

Limited time frame Automation

•  WhenuseBandits?

Earn over learn

Website

GTM testing

Google Tag Manager

User has Test cookie

Traffic Random

Show A or B

•  A/Btest

Website

GTM testing

Google Tag Manager

Traffic Random

Show A or B

Must be dynamic! •  Bandit

Website

GTM testing

Google Tag Manager

Get traffic allocation

Show A or B

Hourly check GA data for test

Algorithm

Write Traffic allocation,js

•  Bandit

Algorithm

Website

GTM testing

Google Tag Manager

Show A or B

Algorithm

•  Bandit

•  Examplecase

ü Older target group

ü Comparing price on other sites

ü  Behavior of others

•  Example1

Control! No message

Variation B! Copy default

Variaton C!

Variation D!

•  Example1–Effectonrevenue

Traffic

+ € 6.637

•  ConclusionBandits

ü  Less regret during testing

ü  No implementation costs ü  It never stops!

Lay-overno-fica-ons

www.smartno-fica-ons.com

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Ü  AUTOMATED PERSUASIVE MESSAGING FOR YOUR WEBSITE!

www.smartno-fica-ons.com

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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!

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Thank you!!TWITTER: @TONW – EMAIL: TON@ONLINEDIALOGUE.COM!

Keynote Ton Wesseling at the Web Analytics Wednesday Copenhagen #wawcph at September 7th 2016

Data & Analytics

Transcript of Keynote Ton Wesseling at the Web Analytics Wednesday Copenhagen #wawcph at September 7th 2016

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