Keynote Ton Wesseling at the Web Analytics Wednesday Copenhagen #wawcph at September 7th 2016
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Ton was asked to talk about things that get him excited as a web analyst looking at conversion rate optimization. He picked 5 things: - The real fun part of web analytics is analyzing how user behavior is changing (analyzing experiments), not creating campaign reports... - Win: inject your website feedback form responses into your analytics and be able to segment behavior based on goals. - Run your experiments with an automated and free GTM / GA / EXCEL results set-up! - To make sure business gets it: apply Bayesian statistics on experiment results, don't report on P values, confidence levels etc. - Bandit algoritms: use www.smartnotifications.com for automated persuasive messaging on your website.
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Keynote Ton Wesseling at the Web Analytics Wednesday Copenhagen #wawcph at September 7th 2016
- 1. SUBTITLE BELOW! What gets you excited?! LOOKING AS A WEB ANALYST TO CONVERSION OPTIMIZATION!
- 8. SUBTITLE BELOW! What gets you excited?! Ü ANALYZING HOW USER BEHAVIOUR IS CHANGING!!
- 12. We started with them 7 years ago
- 21. Flow optimization Customer Journey Optimization Dialogue optimization
- 22. Ton.Wesseling@onlinedialogue.com #ConvConOnline Dialogue & Testing Agency
- 23. Ton.Wesseling@onlinedialogue.com 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?
- 24. Ton.Wesseling@onlinedialogue.com Book with your Valk account and get a €5 bonus Easily control your booking with your Valk account
- 25. SUBTITLE BELOW! What gets you excited?! Ü INJECTING FEEDBACK FORM RESPONSES INTO ANALYTICS!
- 33. Ton.Wesseling@onlinedialogue.com ü Easy setup ü Free ü Preview mode hDp://gtmtes-ng.com
- 37. SUBTITLE BELOW! What gets you excited?! Ü AUTOMATED GTM / GA / EXCEL RESULTS SET-UP !
- 41. Ton.Wesseling@onlinedialogue.com • No effect on conversion à Don’t implement à Re-test with higher volumes • Conclusion!
- 43. Ton.Wesseling@onlinedialogue.com • What’s the alterna-ve? Frequentist statistics Bayesian statistics
- 46. Ton.Wesseling@onlinedialogue.com • Focus on risk assessment 88,4% A test result is the probability that B outperforms A: ranging from 0% - 100%
- 47. Ton.Wesseling@onlinedialogue.com ! 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 • Make a risk assessment
- 50. Ton.Wesseling@onlinedialogue.com • Conclusion Bayesian 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 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 Expected impact on revenue in 1 year € Frequen-st € Bayesian
- 51. SUBTITLE BELOW! What gets you excited?! Ü BAYESIAN STATISTICS APPLIED ON EXPERIMENT RESULTS!
- 52. Ton.Wesseling@onlinedialogue.com Book with your Valk account and get a €5 bonus Easily control your booking with your Valk account
- 58. Ton.Wesseling@onlinedialogue.com Limited time frame Automation • When use Bandits? Earn over learn
- 60. Ton.Wesseling@onlinedialogue.com Website GTM testing A B Google Tag Manager User has Test cookie No Yes Traffic Random 50/50 Show A or B • A/B test
- 61. Ton.Wesseling@onlinedialogue.com 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
- 62. Ton.Wesseling@onlinedialogue.com 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
- 63. Ton.Wesseling@onlinedialogue.com Get traffic allocation Hourly check GA data for test Algorithm Write Traffic allocation,js
- 64. Ton.Wesseling@onlinedialogue.com Get traffic allocation Hourly check GA data for test Algorithm Write Traffic allocation,js
- 65. Ton.Wesseling@onlinedialogue.com Get traffic allocation Hourly check GA data for test Algorithm Write Traffic allocation,js
- 66. Ton.Wesseling@onlinedialogue.com Get traffic allocation Hourly check GA data for test Algorithm Write Traffic allocation,js
- 67. Ton.Wesseling@onlinedialogue.com Get traffic allocation Hourly check GA data for test Algorithm Write Traffic allocation,js
- 68. Ton.Wesseling@onlinedialogue.com 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
- 70. Ton.Wesseling@onlinedialogue.com • Example case ü Older target group ü Comparing price on other sites ü Behavior of others
- 71. Ton.Wesseling@onlinedialogue.com • Example 1 Control! No message Variation B! Copy default Variaton C! Variation D!
- 74. Ton.Wesseling@onlinedialogue.com • Conclusion Bandits ü Less regret during testing ü No implementation costs ü It never stops!
- 78. SUBTITLE BELOW! What gets you excited?! Ü AUTOMATED PERSUASIVE MESSAGING FOR YOUR WEBSITE!
- 80. 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!
- 81. SUBTITLE BELOW! Thank you!! TWITTER: @TONW – EMAIL: TON@ONLINEDIALOGUE.COM!