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The related worlds of CRO
serendipity rules!
November 2015
Source: http://arstechnica.com/information-technology/2013/02/cell-phone-tracking-system-reveals-how-traffic-jams-start/
P...
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Let’s have a QUIZ :-)
How many search queries does Google process
every day?
40,000
every second
3.4 billion
every day
1.2 trillion
every year
Q...
What percentage of daily queries have never been
asked before?
A. 0%
B. 5%
C. 20%
D. 50%
QUIZ
How much time does Google need to crawl 50
million pages?
QUIZ
In 1999
1 month
In 2012
1 minute
In 2015
1 second
What is the second biggest Search Engine
in the world?
QUIZ
1 Billion
monthly visitors
How much video is uploaded to YouTube every
minute?
QUIZ
In 2015
300 hours of
video are
uploaded every
minute
300
What percentage of YouTube video views
comes from a mobile device?
QUIZ
50%
How many Android devices are activated every
second?
17
every second 1.5 million
every day
536 million
every year
QUIZ
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Make small
changes
and think
big
A/B te...
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
What we do is evolution, not
revolution...
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat semSource: http://www.90percentofeverything...
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat semSource: http://www.90percentofeverything...
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
A (radical)
redesign is not
the solution
There is no local
maximum,
just a limit to your
creativity
Source: http://arstechnica.com/information-technology/2013/02/c...
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Garbage in =
garbage out
The quality of our
ideas defines the
impact of your
results
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Increase the quality
of your ideas
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Better ideas = better tests
Item 1
1) H...
Stimulate creativity
Design = problem solving
Problem
AnalyticalInsight
1 Explore
“Wander the world with an open mind”
2 Focus
The more you know about a problem
the better you are equipped to solve it
3 Incubate
Stop consciously thinking about it
4 Insight
“Eureka”
5 Follow
Through
Check if your solution really works
Everybody
is creative!
1 Explore
2 Focus
3 Incubate
4 Insight 5 Follow
Through
Proprietary + Confidential
The collective brain
Source: http://www.ted.com/talks/matt_ridley_when_ideas_have_sex?language=en/
Mixing of ideas
Unexpected encounters
Source: http://arstechnica.com/information-technology/2013/02/cell-phone-tracking-sy...
Source: http://arstechnica.com/information-technology/2013/02/cell-phone-tracking-system-reveals-how-traffic-jams-start/
P...
Source: http://office-envy.com/2011/12/07/googles-paris-office-ooh-la-la/
Proprietary + Confidential
Encourage
unplanned
e...
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
CRO specialist
UX designer
Analist
Deve...
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Look at related worlds
Why not look at your website like a
physical store?
Apple stores seduce you with
the tilt of its laptops
Source: http://www.forbes.com/sites/carminegallo/2012/06/14/why-the-n...
Supermarkets
Source: http://techcrunch.com/2011/12/05/shopper-tracker-kinect/
Source:https://www.youtube.com/watch?v=3Sk7cOqB9Dk
60% of shoppers
remove products from
cart at check-out
- Martin Lindstr...
Source: http://arstechnica.com/information-technology/2013/02/cell-phone-tracking-system-reveals-how-traffic-jams-start/
P...
Source:http://www.morguefile.com/archive/display/67562
Of the 80,000 products
the average household
only uses 300
Source:h...
Source: http://arstechnica.com/information-technology/2013/02/cell-phone-tracking-system-reveals-how-traffic-jams-start/
P...
Source:http://www.freeimages.com/photo/shopping-cart-1427649
Source: Cain-Smith & Curnow (1966); Milliman (1982 & 1986); Caldwell & Hibbert (1999); Areni & Kim (1993)http://nicolas.gu...
Source:http://www.freeimages.com/photo/shopping-cart-1427649
Proprietary + Confidential
What can we learn from offline behaviour
analysis
Using Data From Sensors To Understand
User Behavior - I/O
Proprietary + Confidential
Are there similarities between traffic
jam analysis and CRO?
Boston traffic
98%
of the roads were below traffic capacity
2%
had more cars on them than they could
handle
Source: http:/...
Result
1%
less traffic from 15 out of 750 areas
18%
faster home
Source: http://arstechnica.com/information-technology/2013...
Architecture and website design
Source: http://arstechnica.com/information-technology/2013/02/cell-phone-tracking-system-reveals-how-traffic-jams-start/
P...
Architects' Data
Source: "Neufert book" by Source (WP:NFCC#4). Licensed under Fair use via Wikipedia - https://en.wikipedi...
Source: http://arstechnica.com/information-technology/2013/02/cell-phone-tracking-system-reveals-how-traffic-jams-start/
P...
Source: http://arstechnica.com/information-technology/2013/02/cell-phone-tracking-system-reveals-how-traffic-jams-start/
P...
Source: http://arstechnica.com/information-technology/2013/02/cell-phone-tracking-system-reveals-how-traffic-jams-start/
P...
Proprietary + Confidential
Learning from design mistakes
Bad design?
Proprietary + Confidential
Source:Photo by Jan Dirk http://www.jandirk.com/olifantenpaadjes.html
Source: http://arstechnica.com/information-technology/2013/02/cell-phone-tracking-system-reveals-how-traffic-jams-start/
P...
Source: http://arstechnica.com/information-technology/2013/02/cell-phone-tracking-system-reveals-how-traffic-jams-start/
P...
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Better ideas = better tests
Item 1
1) H...
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Creativity is essential for the results...
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Look at
other
worlds
Pizza size
multi
d...
Serendipity
Proprietary + Confidential
THANK YOU
Jorden Lentze - Related Worlds - Conversion Hotel 2015
Jorden Lentze - Related Worlds - Conversion Hotel 2015
Jorden Lentze - Related Worlds - Conversion Hotel 2015
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Jorden Lentze - Related Worlds - Conversion Hotel 2015

Slides of the keynote by Jorden Lentze (NL) at Conversion Hotel 2015, Texel, the Netherlands (#CH2015): "The related worlds of CRO - where can you get inspiration that will lead to better ideas to experiment with" http://conversionhotel.com

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Jorden Lentze - Related Worlds - Conversion Hotel 2015

  1. 1. The related worlds of CRO serendipity rules! November 2015
  2. 2. Source: http://arstechnica.com/information-technology/2013/02/cell-phone-tracking-system-reveals-how-traffic-jams-start/ Proprietary + Confidential Source: http://www.forbes.com/sites/carminegallo/2012/06/14/why-the-new-macbook-pro-is-tilted-70-degrees-in-an-apple-store We are here Source: http://www.economist.com/node/18557594
  3. 3. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Let’s have a QUIZ :-)
  4. 4. How many search queries does Google process every day? 40,000 every second 3.4 billion every day 1.2 trillion every year QUIZ
  5. 5. What percentage of daily queries have never been asked before? A. 0% B. 5% C. 20% D. 50% QUIZ
  6. 6. How much time does Google need to crawl 50 million pages? QUIZ In 1999 1 month In 2012 1 minute In 2015 1 second
  7. 7. What is the second biggest Search Engine in the world? QUIZ 1 Billion monthly visitors
  8. 8. How much video is uploaded to YouTube every minute? QUIZ In 2015 300 hours of video are uploaded every minute 300
  9. 9. What percentage of YouTube video views comes from a mobile device? QUIZ 50%
  10. 10. How many Android devices are activated every second? 17 every second 1.5 million every day 536 million every year QUIZ
  11. 11. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
  12. 12. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Make small changes and think big A/B test & measure impact Listen to your customers and look at their behaviour a framework of continuous A/B testing of small changes Insights!
  13. 13. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem What we do is evolution, not revolution“ ”
  14. 14. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat semSource: http://www.90percentofeverything.com/2011/01/06/local-maxima-and-the-perils-of-data-driven-design/
  15. 15. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat semSource: http://www.90percentofeverything.com/2011/01/06/local-maxima-and-the-perils-of-data-driven-design/
  16. 16. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem A (radical) redesign is not the solution
  17. 17. There is no local maximum, just a limit to your creativity Source: http://arstechnica.com/information-technology/2013/02/cell-phone-tracking-system-reveals-how-traffic-jams-start/ Proprietary + Confidential Source: http://www.forbes.com/sites/carminegallo/2012/06/14/why-the-new-macbook-pro-is-tilted-70-degrees-in-an-apple-store
  18. 18. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Garbage in = garbage out
  19. 19. The quality of our ideas defines the impact of your results
  20. 20. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Increase the quality of your ideas
  21. 21. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Better ideas = better tests Item 1 1) How can you improve your own ideas? 2) Mixing your ideas with the ideas of others 3) What can we learn from other industries?
  22. 22. Stimulate creativity
  23. 23. Design = problem solving Problem AnalyticalInsight
  24. 24. 1 Explore “Wander the world with an open mind”
  25. 25. 2 Focus The more you know about a problem the better you are equipped to solve it
  26. 26. 3 Incubate Stop consciously thinking about it
  27. 27. 4 Insight “Eureka”
  28. 28. 5 Follow Through Check if your solution really works
  29. 29. Everybody is creative!
  30. 30. 1 Explore 2 Focus 3 Incubate 4 Insight 5 Follow Through
  31. 31. Proprietary + Confidential The collective brain
  32. 32. Source: http://www.ted.com/talks/matt_ridley_when_ideas_have_sex?language=en/
  33. 33. Mixing of ideas Unexpected encounters Source: http://arstechnica.com/information-technology/2013/02/cell-phone-tracking-system-reveals-how-traffic-jams-start/ Proprietary + Confidential Source: http://www.forbes.com/sites/carminegallo/2012/06/14/why-the-new-macbook-pro-is-tilted-70-degrees-in-an-apple-store
  34. 34. Source: http://arstechnica.com/information-technology/2013/02/cell-phone-tracking-system-reveals-how-traffic-jams-start/ Proprietary + Confidential Source: http://www.forbes.com/sites/carminegallo/2012/06/14/why-the-new-macbook-pro-is-tilted-70-degrees-in-an-apple-storeSource: Fubuz http://www.fubiz.net/2010/05/17/pixar-office/ Encourage unplanned meetings @ Pixar
  35. 35. Source: http://office-envy.com/2011/12/07/googles-paris-office-ooh-la-la/ Proprietary + Confidential Encourage unplanned encounters @ Google
  36. 36. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem CRO specialist UX designer Analist Developer Product specialist Psychologist Copywriter
  37. 37. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Look at related worlds
  38. 38. Why not look at your website like a physical store?
  39. 39. Apple stores seduce you with the tilt of its laptops Source: http://www.forbes.com/sites/carminegallo/2012/06/14/why-the-new-macbook-pro-is-tilted-70-degrees-in-an-apple-store
  40. 40. Supermarkets Source: http://techcrunch.com/2011/12/05/shopper-tracker-kinect/
  41. 41. Source:https://www.youtube.com/watch?v=3Sk7cOqB9Dk 60% of shoppers remove products from cart at check-out - Martin Lindstrom
  42. 42. Source: http://arstechnica.com/information-technology/2013/02/cell-phone-tracking-system-reveals-how-traffic-jams-start/ Proprietary + Confidential Source: http://www.forbes.com/sites/carminegallo/2012/06/14/why-the-new-macbook-pro-is-tilted-70-degrees-in-an-apple-store Signpost brands can increase category sales by 4% - The Art of Shopping - How We Shop and Why We Buy by Simon Scammell-Katz
  43. 43. Source:http://www.morguefile.com/archive/display/67562 Of the 80,000 products the average household only uses 300 Source:http://www.independent.co.uk/news/business/news/the-secrets-of-our-supermarkets-8228864.html
  44. 44. Source: http://arstechnica.com/information-technology/2013/02/cell-phone-tracking-system-reveals-how-traffic-jams-start/ Proprietary + Confidential Source: http://www.forbes.com/sites/carminegallo/2012/06/14/why-the-new-macbook-pro-is-tilted-70-degrees-in-an-apple-storeSource:http://www.independent.co.uk/news/business/news/the-secrets-of-our-supermarkets-8228864.html
  45. 45. Source:http://www.freeimages.com/photo/shopping-cart-1427649
  46. 46. Source: Cain-Smith & Curnow (1966); Milliman (1982 & 1986); Caldwell & Hibbert (1999); Areni & Kim (1993)http://nicolas.gueguen. free.fr/Articles/EJSR2007.pdf
  47. 47. Source:http://www.freeimages.com/photo/shopping-cart-1427649
  48. 48. Proprietary + Confidential What can we learn from offline behaviour analysis
  49. 49. Using Data From Sensors To Understand User Behavior - I/O
  50. 50. Proprietary + Confidential Are there similarities between traffic jam analysis and CRO?
  51. 51. Boston traffic 98% of the roads were below traffic capacity 2% had more cars on them than they could handle Source: http://arstechnica.com/information-technology/2013/02/cell-phone-tracking-system-reveals-how-traffic-jams-start/ Proprietary + Confidential Source: http://www.forbes.com/sites/carminegallo/2012/06/14/why-the-new-macbook-pro-is-tilted-70-degrees-in-an-apple-store
  52. 52. Result 1% less traffic from 15 out of 750 areas 18% faster home Source: http://arstechnica.com/information-technology/2013/02/cell-phone-tracking-system-reveals-how-traffic-jams-start/ Proprietary + Confidential Source: http://www.forbes.com/sites/carminegallo/2012/06/14/why-the-new-macbook-pro-is-tilted-70-degrees-in-an-apple-store
  53. 53. Architecture and website design
  54. 54. Source: http://arstechnica.com/information-technology/2013/02/cell-phone-tracking-system-reveals-how-traffic-jams-start/ Proprietary + Confidential Source: http://www.forbes.com/sites/carminegallo/2012/06/14/why-the-new-macbook-pro-is-tilted-70-degrees-in-an-apple-storeSource: "Bispingen verrücktes Haus auf dem Kopf" by Foto: Axel Hindemith /. Licensed under CC BY 3.0 via Commons - https://commons.wikimedia.org/wiki/File:Bispingen_verr%C3%BCcktes_Haus_auf_dem_Kopf.jpg#/media/File: Bispingen_verr%C3%BCcktes_Haus_auf_dem_Kopf.jpg Architecture has a 3000 year head start…...
  55. 55. Architects' Data Source: "Neufert book" by Source (WP:NFCC#4). Licensed under Fair use via Wikipedia - https://en.wikipedia.org/wiki/File: Neufert_book.jpg#/media/File:Neufert_book.jpg
  56. 56. Source: http://arstechnica.com/information-technology/2013/02/cell-phone-tracking-system-reveals-how-traffic-jams-start/ Proprietary + Confidential Source: http://www.forbes.com/sites/carminegallo/2012/06/14/why-the-new-macbook-pro-is-tilted-70-degrees-in-an-apple-storeSource: “Meten is weten”, Jorden lentze http://www.webanalisten.nl/weten-is-meten-praktijkvoorbeelden
  57. 57. Source: http://arstechnica.com/information-technology/2013/02/cell-phone-tracking-system-reveals-how-traffic-jams-start/ Proprietary + Confidential Source: http://www.forbes.com/sites/carminegallo/2012/06/14/why-the-new-macbook-pro-is-tilted-70-degrees-in-an-apple-storeSource: "Bispingen verrücktes Haus auf dem Kopf" by Foto: Axel Hindemith /. Licensed under CC BY 3.0 via Commons - https://commons.wikimedia.org/wiki/File:Bispingen_verr%C3%BCcktes_Haus_auf_dem_Kopf.jpg#/media/File: Bispingen_verr%C3%BCcktes_Haus_auf_dem_Kopf.jpg Source: “Meten is weten”, Jorden lentze http://www.webanalisten.nl/weten-is-meten-praktijkvoorbeelden
  58. 58. Source: http://arstechnica.com/information-technology/2013/02/cell-phone-tracking-system-reveals-how-traffic-jams-start/ Proprietary + Confidential Source: http://www.forbes.com/sites/carminegallo/2012/06/14/why-the-new-macbook-pro-is-tilted-70-degrees-in-an-apple-storeSource: "Bispingen verrücktes Haus auf dem Kopf" by Foto: Axel Hindemith /. Licensed under CC BY 3.0 via Commons - https://commons.wikimedia.org/wiki/File:Bispingen_verr%C3%BCcktes_Haus_auf_dem_Kopf.jpg#/media/File: Bispingen_verr%C3%BCcktes_Haus_auf_dem_Kopf.jpg
  59. 59. Proprietary + Confidential Learning from design mistakes
  60. 60. Bad design? Proprietary + Confidential Source:Photo by Jan Dirk http://www.jandirk.com/olifantenpaadjes.html
  61. 61. Source: http://arstechnica.com/information-technology/2013/02/cell-phone-tracking-system-reveals-how-traffic-jams-start/ Proprietary + Confidential Source: http://www.forbes.com/sites/carminegallo/2012/06/14/why-the-new-macbook-pro-is-tilted-70-degrees-in-an-apple-store Parking machine in Amsterdam Source:quora https://www.quora.com/What-are-some-examples-of-bad-design-you-have-seen
  62. 62. Source: http://arstechnica.com/information-technology/2013/02/cell-phone-tracking-system-reveals-how-traffic-jams-start/ Proprietary + Confidential Source: http://www.forbes.com/sites/carminegallo/2012/06/14/why-the-new-macbook-pro-is-tilted-70-degrees-in-an-apple-store Event badge Source:quora https://www.quora.com/What-are-some-examples-of-bad-design-you-have-seen
  63. 63. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Better ideas = better tests Item 1 1) How can you improve your own ideas? 2) Mixing your ideas with the ideas of others 3) What can we learn from other industries?
  64. 64. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Creativity is essential for the results of your a/b tests Individual creativity is important but team creativity, the collective brain is more important and more effective Encourage unexpected encounters Related worlds will inspire you and help you create more creative ideas and better designs
  65. 65. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Look at other worlds Pizza size multi disciplinary teams Look outside of your box How can you increase the quality of your testing ideas?
  66. 66. Serendipity Proprietary + Confidential
  67. 67. THANK YOU

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    May. 13, 2017
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    Jul. 4, 2017

Slides of the keynote by Jorden Lentze (NL) at Conversion Hotel 2015, Texel, the Netherlands (#CH2015): "The related worlds of CRO - where can you get inspiration that will lead to better ideas to experiment with" http://conversionhotel.com

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