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A formula foran experiment driven culture
Ruben de Boer
Manager Conversie Optimalisatie & UX
ruben.deboer@sanoma.com
www.linkedin.com/in/rgdeboer/
Sanoma Group Bereik
3
80%
4
An experiment driven culture starts with
the first proof of success
5
6
Achieving that first success is not that
easy
7
1. Most companies (68.2%) do not
execute more than four tests per month
8
2. …
Success = chance *frequency
A B
A B
more articles read
Success
Qualitative research
Quantitative research
Design
Coding
QA
Analyse of experiments
Meetings…
etc.
Number of
experi...
13
3 winners = 30% * 10 experiments per month
14
4 winners = 20% * 20 experiments per month
Qualitative research
Quantitative research
Design
Coding
QA
Analyse of experiments
Meetings…
etc.
Number of
experiments
Su...
Qualitative research
Quantitative research
Design
Coding
QA
Analyse of experiments
Meetings…
etc.
Number of
experiments
Su...
17
Scenario 1
Hours per week 200
Hours per experiment 40
# experiments p/w 5
# experiments p/y 260
% winners 25%
# winners...
18
Scenario 1 2
Hours per week 200 200
Hours per experiment 40 25
# experiments p/w 5 8
# experiments p/y 260 416
% winner...
Success= chance *frequency
• Does the design have to be pixel perfect?
• Does the experiment need beautiful code?
• Do you...
Success = (chance * frequency)mindset
21
Biggest CRO/ Optimization challengein 2018
22
Bottleneck?
23
First success
24
Chance
Frequency
Google Optimize Free
HTML, CSS, Js course €10,-
Google Analytics Free
Scientific researc...
25
Success = (chance * frequency)mindset
26
27
“Niet lullen maar toetsen”
TomvandenBerg, DiDo#27
28
29
30
31
Data & Performance
Business Intelligence Traffic acquisition Data Science CRO & UX
32
CRO & UX team
33
• Weekly meetings to discuss research findings, hypotheses, tests and
learnings
• Brainstorm sessions for...
34
35
A/B testing Personalization Personalization UX lab
A.I.
A.I.
Innovation
New functionalities
Qualitative research
New bu...
Optimization meeting
36
A/B testingSEOData analistHead of
product
Chief editor New functionalities
Qualitative research
37
38
Success = (chance * frequency)mindset
Questions?
www.linkedin.com/in/rgdeboer/
ruben.deboer@sanoma.com
40
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A formula for an experiment driven culture

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Ruben de Boer, Head of CRO & UX at Sanoma looks at the formula for an experiment driven culture

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A formula for an experiment driven culture

  1. 1. A formula foran experiment driven culture
  2. 2. Ruben de Boer Manager Conversie Optimalisatie & UX ruben.deboer@sanoma.com www.linkedin.com/in/rgdeboer/
  3. 3. Sanoma Group Bereik 3 80%
  4. 4. 4 An experiment driven culture starts with the first proof of success
  5. 5. 5
  6. 6. 6 Achieving that first success is not that easy
  7. 7. 7 1. Most companies (68.2%) do not execute more than four tests per month
  8. 8. 8 2. …
  9. 9. Success = chance *frequency
  10. 10. A B
  11. 11. A B more articles read
  12. 12. Success Qualitative research Quantitative research Design Coding QA Analyse of experiments Meetings… etc. Number of experiments = chance *frequency
  13. 13. 13 3 winners = 30% * 10 experiments per month
  14. 14. 14 4 winners = 20% * 20 experiments per month
  15. 15. Qualitative research Quantitative research Design Coding QA Analyse of experiments Meetings… etc. Number of experiments Success = chance * frequency
  16. 16. Qualitative research Quantitative research Design Coding QA Analyse of experiments Meetings… etc. Number of experiments Success = chance * frequency
  17. 17. 17 Scenario 1 Hours per week 200 Hours per experiment 40 # experiments p/w 5 # experiments p/y 260 % winners 25% # winners 65 Value per winner €100K Revenue uplift €6,5M
  18. 18. 18 Scenario 1 2 Hours per week 200 200 Hours per experiment 40 25 # experiments p/w 5 8 # experiments p/y 260 416 % winners 25% 20% # winners 65 83 Value per winner €100K €100K Revenue uplift €6,5M €8,3M Extra revenue € 1,8M Lower chance, increase frequentie
  19. 19. Success= chance *frequency • Does the design have to be pixel perfect? • Does the experiment need beautiful code? • Do you need hours of data mining? • Do you really need to attend that meeting, or use that time to setup an experiment? • Etc.
  20. 20. Success = (chance * frequency)mindset
  21. 21. 21
  22. 22. Biggest CRO/ Optimization challengein 2018 22
  23. 23. Bottleneck? 23
  24. 24. First success 24 Chance Frequency Google Optimize Free HTML, CSS, Js course €10,- Google Analytics Free Scientific research Free Website of competition Free Information from customer support Free 1,5 month Hotjar €30,- CRO/ optimization course €10 or educational budget Total €50,-
  25. 25. 25 Success = (chance * frequency)mindset
  26. 26. 26
  27. 27. 27 “Niet lullen maar toetsen” TomvandenBerg, DiDo#27
  28. 28. 28
  29. 29. 29
  30. 30. 30
  31. 31. 31
  32. 32. Data & Performance Business Intelligence Traffic acquisition Data Science CRO & UX 32
  33. 33. CRO & UX team 33 • Weekly meetings to discuss research findings, hypotheses, tests and learnings • Brainstorm sessions for smaller brands • Rebuild/ redesign checklist • Document progress and learnings
  34. 34. 34
  35. 35. 35 A/B testing Personalization Personalization UX lab A.I. A.I. Innovation New functionalities Qualitative research New businessUX/UI designer
  36. 36. Optimization meeting 36 A/B testingSEOData analistHead of product Chief editor New functionalities Qualitative research
  37. 37. 37
  38. 38. 38
  39. 39. Success = (chance * frequency)mindset
  40. 40. Questions? www.linkedin.com/in/rgdeboer/ ruben.deboer@sanoma.com 40

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