In this talk Tom gives 10 tips to increase the ROI of your conversion programme. Need help? - call Online Dialogue! We operate throughout Europe: +31304100170

1. 10 tips om de ROI van je CRO programma te verhogen
Tom van den Berg | Online Dialogue | Emerce Conversion 2019 | 11 april 2019

2. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019

3. 10 tips om de ROI van je CRO programma te verhogen
Tom van den Berg | Online Dialogue | Emerce Conversion 2019 | 11 april 2019
Validatie

4. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
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5. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019

6. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019

7. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019

8. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019

9. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
500

10. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
#FAIL

11. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019

12. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019

13. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
“Validation in every organization”

14. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019

15. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
Validation

16. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019

17. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
Digital
department
CRO Development
Online
marketing
Content
mangement

18. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
CRO Development
Online
marketing
Content
mangement
Digital
department

19. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019

20. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
CRO DEV

21. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
CRO DEV

22. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019

23. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
Digital
department
CRO Development
Online
marketing
Content
mangement
Validation

24. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
25%

25. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
100%

26. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
€

27. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
ROI

28. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
ROI
Investment
Return

29. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
ROI
Investment
Quantity & Quality
Return

30. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
Investment

31. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
1

32. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
1

33. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
“Gas op die lolly”

34. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019

35. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
ROI
Investment
Quantity & Quality
Return

36. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
Quantity

37. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
2
Validation

38. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
2
Validation
=
Velocity

39. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
2 Validation = velocity

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3

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3

42. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
4 Automate analysis

43. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
ROI
Investment
Quantity & Quality
Return

44. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
Quality

45. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
CRO
5

46. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
5
Analist Designer Psychologist Developer

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CRO
Data Design
Lead
PsyDev
Content
5

48. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
CRO
Data Design
Lead
PsyDev
Content
5

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6

51. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
Overall
Evaluation
Criteria
6

52. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
6 Overall Evaluation Criteria
1. One metric (Conversion Rate)
2. Main metric + guardrail metrics
3. One outcome (formula)

53. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
7 Hierarchy of evidence

54. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
Statistics8
1. Calculate runtime & MDE before
-> ondi.me/impact
2. Stick to it!!!

55. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019

56. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
9 Checks
❖ SRM
❖ Browsers
❖ Other segments
❖ All visitors in test
-> ondi.me/srm

57. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
9
SRM check
Variation A Variation B
Visitors 1.000 1.000
Conversions 184 162
Conversion rate 18,4% 16,2%
→ Variation B performs 12,3% worse
-> ondi.me/srm

58. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
9
SRM check
Variation A Variation B
Visitors 1.000 1.000
Conversions 184 162
Conversion rate 18,4% 16,2%
% new visitors 53% 60%
CR new 3,2%
CR repeat 35,6%
→ Sample isn’t representative
-> ondi.me/srm

62. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
10
Human behavior
knowledge does add value
Customer journey
Hypothesis 1
A/B
test
A/B
test
Hypothesis 2
A/B
test
A/B
test

63. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
Quantity
1. Maximize bandwidth
2. Process is key
3. Automate analysis
Investment
1. Decrease costs (hours per test)
ROI
Investment
Quantity & Quality
Return
Quality
1. CRO = team
2. OeC
3. Get the statistics right
4. A/B test is the right validation method
5. SRM checks
6. Human behaviour knowledge

64. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
Pride
Bonus

65. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
Pride
Humility
Bonus

66. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
Digital
department
CRO Development
Online
marketing
Content
mangement
Validation

67. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019

68. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019

69. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019

70. 10 tips om de ROI van je CRO programma te verhogen
Tom van den Berg | Online Dialogue | Emerce Conversion 2019 | 11 april 2019
Validatie

71. Tom van den Berg | linkedin.com/in/vandenbergtom/ | Online Dialogue | Emerce Conversion | April 11th, 2019
Thanks
Slides:
ondi.me/emerceslides
Learn more:
ondi.me/conversiespecialist
Tools:
ondi.me/crotools
Tom van den Berg
tom@onlinedialogue.com
Twitter: @tomvdberg!