[CXL Live 16] How to Utilize Your Test Capacity? by Ton Wesseling
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Ton Wesseling gave a presentation at ConversionXL Live in Austin on March 31st 2016 about utilizing test capacity. He discussed optimizing conversions through the ROAR model of risk, optimization, automation and re-thinking. Wesseling emphasized fully using a company's test capacity for impactful A/B tests and separating that capacity for IT releases, campaigns and behavioral learning. He advised celebrating failures to encourage risk-taking and continuous learning.
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[CXL Live 16] How to Utilize Your Test Capacity? by Ton Wesseling
- 1. C o n v e r s i o n X L L i v e , A u s t i n , M a r c h 3 1 s t 2 0 1 6 To n W e s s e l i n g - F o u n d e r - Te s t i n g . A g e n c y Tw i t t e r : @ To n W - To n @ Te s t i n g . A g e n c y Utilize your test capacity
- 2. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive Amazing job
- 3. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive
- 4. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive
- 5. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive Johan Cruijff 1947 - 2016
- 6. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive Lead the way
- 7. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive ”You will only be able to see it once you get it.”
- 8. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive Online Dialogue
- 9. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive Testing.Agency
- 10. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive Test capacity maximum number of a/b-tests per year that you could run on your users
- 11. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive What do companies do within CRO?
- 12. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive Are companies improving conversion?
- 13. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive Is it because of the ease of testing?
- 14. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive Most effective to improve conversions
- 15. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive Regret amount of money you are losing per year by not using your full test capacity
- 16. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive the ROAR model
- 17. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive Optimization phases - ROAR Time span Conversionspermonth Risk
- 18. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive Optimization phases - ROAR Time span Conversionspermonth Risk + Optimization
- 19. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive Optimization phases - ROAR Time span Conversionspermonth Risk + Optimization + Automation
- 20. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive Optimization phases - ROAR Time span Conversionspermonth Risk + Optimization + Automation Re-think
- 21. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive Optimization phases - ROAR Time span Conversionspermonth Risk + Optimization + Automation Re-think 10.000 conversions per month 1.000 conversions per month
- 22. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive How much impact do you need? http://ondi.me/size
- 23. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive Optimization phases - ROAR Time span Conversionspermonth Risk + Optimization + Automation Re-think 10.000 conversions per month 1.000 conversions per month 15% impact needed 5% impact needed Impact needed: all conversions with an average conversion rate of 2%, a test length of 3 weeks and a power of 80%
- 24. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive Yes, I’ve got those 1000+ conversions Time span Conversionspermonth Risk + Optimization + Automation Re-think 1.000 conversions per month 10.000 conversions per month
- 25. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive With 1000+ conversions a month Your test capacity is max. 20+ tests a year with a statistical power of 80% on predicted uplifts of 15%
- 26. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive Tests with measurable impact On average 1 out of 3 Simple truth: you’re just not always able to create a winner with enough impact
- 27. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive So in this case, you’ve got impact Every 7 or 8 weeks
- 28. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive Slower? Energy will run out! And your continous optimization program will die
- 29. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive What to test? Business cases! Delivery –test with in stock. 4 weeks or 2 days?
- 30. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive What to test? Business cases! Service charge, do it or not? Include in price or not?
- 31. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive What to test? Big design changes
- 32. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive What to test? Big design changes
- 33. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive What to test? Big design changes
- 34. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive ROAR – Optimization – moving up Time span Conversionspermonth Risk + Optimization + Automation Re-think 1.000 conversions per month 10.000 conversions per month
- 35. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive Source: Psychology
- 36. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive Use that persuasion knowledge Wheel-of-Persuasion.com Resource & courses
- 37. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive Tests that can be done
- 38. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive Tests that can be done
- 39. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive Tests that can be done
- 40. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive Tests that can be done
- 41. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive Tests that can be done
- 42. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive Tests that can be done
- 43. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive Tests that can be done
- 44. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive + Optimization + Automation Back to the ROAR model Time span Conversionspermonth Risk Re-think 1.000 conversions per month 10.000 conversions per month
- 45. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive The Data Driven DNA border Time span Conversionspermonth Risk + Optimization + Automation Re-think 1.000 conversions per month 10.000 conversions per month
- 46. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive Test capacity users IT releases Campaigns Behavior
- 47. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive IT release testing
- 48. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive IT release testing Testing to see if the release is not lowering the conversion rate
- 49. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive Campaign testing
- 50. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive Campaigns should be bandits
- 51. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive Maximize your exploitation
- 52. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive Behavior learning
- 53. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive Behavior learning
- 54. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive You need many tests to fill this
- 55. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive That’s why you need the traffic Time span Conversionspermonth Risk + Optimization + Automation Re-think 1.000 conversions per month 10.000 conversions per month
- 56. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive Test capacity users, aiming for: IT releases Campaigns Behavior 25% or less 25% or less 50% or more
- 57. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive Calculating behavioral capacity
- 58. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive Behavioral knowledge test capacity • Sum your # tests per element • Take the behavior share • divide by 2 (no major overlap!) • Consider your resources • Get resources or test with higher Power
- 59. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive Winner ratio • Know your % winners bottom limit • Better testing • Bolder testing • Less testing (more data in 1 test)
- 60. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive T-test evaluation problem: Winner
- 61. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive No Winner?
- 62. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive Bayesian solution: Winner?
- 63. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive Winner! – with ROI, which C-level gets
- 64. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive Bayesian tools & pdf R Calculator: ondi.me/bayes White Paper PDF Free download: http://ondi.me/change
- 65. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive ü Use your full test capacity by great planning ü Seperate test bandwidth for IT, campaigns and for learnings ü Think like a manager – work with business cases Be a pro, like Johan was
- 66. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive An the whole company will love you
- 67. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive One more thing
- 68. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive Celebrate failures
- 69. Ton Wesseling | @ TonW Utilize your test capacity #CXLlive Only celebrating winners will lead to: People that are scared to create non-winning variations – not taking the risk they should!
- 70. C o n v e r s i o n X L L i v e , A u s t i n , M a r c h 3 1 s t 2 0 1 6 To n W e s s e l i n g - F o u n d e r - Te s t i n g . A g e n c y Tw i t t e r : @ To n W - To n @ Te s t i n g . A g e n c y Utilize your test capacity