An event dedicated to web analytics, conversion rate optimisation and business intelligence. Presented on how to scale your testing program to have a maximum impact on the things that you're doing. The code that we use for A/B testing in Google Tag Manager can be found here: http://github.com/martijnsch/cro

1. Scaling your Testing Program for Maximum Impact
Martijn Scheijbeler / Director of Marketing / martijn@thenextweb.com / @MartijnSch

2. • Leads Marketing at The Next Web: ±15 (60+)
• Into (web/data) analytics for 6 years
• Believes in: Scaling through coding and automating
Who is this guy?
MeasureFest 2015 - @MartijnSch

3. “One of the biggest online tech publications”
8 Million Monthly Unique Users
20.000+ attendees at The Next Web Conferences
MeasureFest 2015 - @MartijnSch

4. What do I like to talk about?

5. • How we created a culture of testing?
• How were / are we able to scale so fast?
• How it influences our (company / teams) culture?
• Summary: How can YOU scale your testing program?
What do I like to talk about…
MeasureFest 2015 - @MartijnSch

6. FAIL often, FAIL fast!

7. So it’s all about, VELOCITY

8. 1 Test a Month :(
That clearly wasn’t good enough
MeasureFest 2015 - @MartijnSch

9. 25+ Tests a Month :)
*Happy Panda* How did we get there?
MeasureFest 2015 - @MartijnSch

10. • Better ask for forgiveness, than permission
• F*CK IT, WE’LL DO IT LIVE!
• It’s not rocket science!
• We’ll do a much as possible in-house + open source
TNW ‘Core Values’
MeasureFest 2015 - @MartijnSch

11. What did we learn along the way?
#10 Take aways!

12. #1 Know your goals + KPIs
MeasureFest 2015 - @MartijnSch

13. #2 Create swim lanes
MeasureFest 2015 - @MartijnSch

14. #3 Create segments
MeasureFest 2015 - @MartijnSch

15. How many tests can you run?
DO YOU REALLY KNOW?!

16. #4 Don’t prioritise (yet)
MeasureFest 2015 - @MartijnSch

17. #5 Prioritise, based on ROI
MeasureFest 2015 - @MartijnSch

18. #6 Learn to code, or code fast
MeasureFest 2015 - @MartijnSch

19. Can you really scale this?

20. #7 Analyse, faster!
MeasureFest 2015 - @MartijnSch

21. #8 Push winning variants live, ASAP!
MeasureFest 2015 - @MartijnSch

22. How many of you can push code live?

23. #9 Always be sharing
MeasureFest 2015 - @MartijnSch

24. #10 Think about, what’s next?
MeasureFest 2015 - @MartijnSch

25. • Grow our team: 20 people?
• Cross functional, get developers on board, a mistake?
• Automate & Innovate even more
• Drink more …?
What’s next?
MeasureFest 2015 - @MartijnSch

26. • Take it easy… do you know what to do?
• First: become friends with your data!
• Second: become friends with your developers.
• Third: map out your strategy, do you have the resources?
• Worst case? Read back the slides!
What’s your next step?
MeasureFest 2015 - @MartijnSch

27. Martijn Scheijbeler
Director of Marketing at The Next Web
Email: martijn@thenextweb.com
Twitter: @MartijnSch
Have fun! Thank you!
Slides: http://tnw.to/measurefest
MeasureFest 2015 - @MartijnSch

28. MeasureFest 2015 - @MartijnSch