13. Case: Ervaringen met conversie optimalisatie bij Ahold (Roel Willems)
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The document discusses strategies for improving conversion optimization by eliminating guesswork and focusing on a structured approach to testing. It emphasizes learning from failures and increasing efficiency through iterative processes and disciplined testing rather than relying on intuition. Key principles include making data-driven decisions and adopting a systematic method to enhance visitor behavior and business outcomes.
13. Case: Ervaringen met conversie optimalisatie bij Ahold (Roel Willems)
- 1. ELIMINATE THE GUESSWORK from quick fix to structural success
- 2. ROEL WILLEMS10+ year - digital analytics & conversion optimisation Current: Senior Digital Analyst, Conversion optimization specialist - Ahold Delhaize Former: Senior Consultant / Product manager Analytics and conversion - OrangeValley consumer behaviour from a data perspective
- 3. ELIMINATE THE GUESSWORK ➤ From test to testing ➤ Quick fix(es) to structural approach ➤ 3 key principes
- 4. FROM TEST TO TESTING
- 5. VOORBEELDCHALLENGE: WHERE AND WHAT TO TEST? ? HOMEPAGE CHECKOUT
- 6. VOORBEELDOPLOSSING:DO WE NEED MORE IDEAS?
- 8. “ … starting isn’t a problem, continuity is the challenge.
- 9. “74% of the survey respondents who reported having a structured approach to conversion also stated they had improved their sales. -source: Econsultancy Conversion Rate Optimization Report
- 10. FROM QUICK FIX(ES) TO STRUCTURAL APPROACH
- 11. 3 KEY PRINCIPLES
- 12. VOORBEELDAD HOC TO STRUCTURAL APPROACH -source: Adapted from Trochim, William M. The Research Methods Knowledge Base, 2nd Edition. Result, but not reliable Reliable, but no result Reliable results
- 14. VOORBEELDAD HOC / OPINION-BASED
- 15. “Most of the world will make decisions by either guessing or using there gut. They will be either lucky or wrong. -Suhail Doshi
- 17. VOORBEELDFOCUS ON STRUCTURE & PROCESS Ad hoc Opinion-based Testing discipline Fact-based
- 18. VOORBEELDOPLOSSING:ITERATIVE APPROACH, LOOK FOR RELEVANCY How can we stimulates visitor behaviour? Can we make it more easy to use? Does an element influence visitor behaviour?
- 19. VOORBEELDCASE
- 20. 2. LEARN FROM FAILURE
- 22. “ ➤ Only one third of the ideas tested at Microsoft improved the metric(s) they were designed to improve; ➤ at Google, only “about 10 percent of controlled experiments were leading to business changes; ➤ Netflix considers 90% of what they try to be wrong; ➤ Etsy “nearly everything fails” and “it's been humbling to realize how rare it is to succeed on the first attempt; ➤ “No matter how much you think it’s a no-brainer, how much research you’ve done, or how many competitors are doing it, sometimes, more often than you might think, experiment ideas simply fail.” - Skyscanner. -source: exp-platform.com Online Controlled Experiments and A/B Tests
- 23. “It ain’t what you don’t know that gets you in trouble, it’s what you know for sure that ain’t so. -Mark Twain
- 24. VOORBEELDDON’T TRUST IN INTUITION, … BUT VALIDATE ALTERNATIVES
- 25. VOORBEELDOPLOSSING:ACTION ORIENTED BIAS ➤ More experiments ≠ more effect ➤ Focus on information discovery, test valid alternatives -source: Andrew Anderson
- 26. VOORBEELDCASE
- 27. 3. FOCUS ON EFFICIENCY
- 30. ÍOPLOSSING:ACCELERATE YOU OPTIMISATION PROGRAM? - MORE IDEAS? Backlog Team Visitors √success / - failure
- 31. ÍOPLOSSING:ACCELERATE? - MORE RESOURCES? Backlog Team Visitors √success / - failure
- 32. VOORBEELDOPLOSSING:MOVING FROM: SINGLE LANE TESTING… OR HOMEPAGE CHECKOUT
- 33. VOORBEELDOPLOSSING:… TO INCREASE EFFICIENCY (AND THUS INFORMATION DISCOVERY)… HOMEPAGE CHECKOUT CATEGORIE PRODUCT BASKET THANKS √
- 34. VOORBEELDOPLOSSING:…TO: MULTI-LANE TESTING HOMEPAGE CHECKOUT CATEGORIE PRODUCT BASKET THANKS √
- 35. TAKE AWAY
- 36. VOORBEELDOPTIMISING THE ORGANISATION Eliminate the guesswork learn from failure focus on efficiency
- 37. “Want to be a better marksman? Stop looking for silver bullets, improve you aiming. Roel Willems [email protected] @roelwillems linkedin.com/in/roelwillems VOORBEELDCONTACT