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@guido
Team GrowthOrganizing your Optimization Dream Team
@guido
bit.ly/team-growth
@guido
Where do we start?
What tools do we need?
How do we grow(th hack)?
How do we prioritize tests?
Who’s going to do this?
Conversion Rate Optimization (CRO)
@guido
Dear user, drink a glass of water
The frustration is real!
@guido
Learn…
… your maturity level
… the Website Optimisation Workflow
… how to prioritize
… who to hire
@guido
@guido?• Psychologist
• Optimization @ Euroflorist (Merchant)
• Dutchento &Meet Magento Netherlands
@guido | gui.do
@guido
euroflorist.com
@euroflorist
@guido
We help people make others happy, noticed & remembered
@guido
Our local markets
19 WEBSITES 12 COUNTRIES8 LANGUAGES
Austria Belgium Denmark France Germany Ireland Luxembourg Norway Poland Sweden The NetherlandsUnited Kingdom
20 NATIONALITIES
www.bestppt.com
www.bestppt.com
@guido
WHAT IS EUROFLORIST?• We send flowers since 1947
• Swedish company, offices across Europe
• Sell flowers through our Florist Network (9.000 florists) and Box Product
• B2C & B2B sales
• 1 billion SEK revenue (majority Online)
@guido
WHAT IS EUROFLORIST?
• 180+ employees (50% CS, 30+ online)
• 2M+ bouquets sent every year
• Market shares ranging up to 45%
• Growing revenue, teams and taking market share
@guido
WHAT IS EUROFLORIST?
• 20 years in e-commerce
• Sites with up to 18% conversion rate
• 8+ score on Trustpilot
@guido
Necessary Componentsfor CRO
Platform People Process
@guido
But first: What’s your level?
@guido
Digital Analytics Maturity Model (DAMM)
by Stéphane Hamel
@guido
• Visitors, Visits, Page views
• Top 10s • Demographics • Technographics • Top entry/exit • Performance • Capacity & Security
Metrics Optimization
Level 1
• Path analysis • Funnel reports • A/B testing • Campaign
Optimization • KPIs • Dashboards
Answer Optimization
Level 2
• Omnichannel aggregation
• External Data Analysis
• Segmentation • Segment testing • Behavioral
Targeting
Dialogue Optimization
Level 3
• Profiling & Personalization
• Cost-shifting analysis
• Lifetime value • Big Data Targeting • Process analytics
Customer Value
Optimization
Level 4
• Real Time Decision Targeting
• Activity Bases Costing
• Strategic planning • Omnichannel
integration • Predictive Analytics • Balanced
Scorecards
Business Optimization
Level 5
DAMM by Stéphane Hamel
Maturity Levels
@guido
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Objec3ves"
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Current
Level 2
Level 3
Level 4
Management
Scope
Objectives
Expertise
Process
Tools
Maturity Levels
@guido
Remember the Maturity levels!
@guido
Self assessment: DigitalAnalyticsMaturity.org
bit.ly/-D-A-M
@guido
Platform People Process
Necessary Componentsfor CRO
@guido
Choosing the ideal solution
bit.ly/team-data, page 13
@guido
Adding a new software tool
≠ CRO silver bullet
@guido
PlatformPeople
Necessary Componentsfor CRO
@guido
Team(s) & Roles
@guidoTeamsLevel 1 Level 2 Level 3 Level 4 Level 5
Single person
one person leading
optimization efforts across
teams/ departments
Single team focussed on
online optimization
Integration with teams from all channels/ departments
Multiple agile CRO teams, specialized
umbrella teams
@guido
It’s a continuum
@guido
Team Experts
@guido
Level 1: The Lone Nut
No CRO job title
Really enthusiastic about the possibilities
@guido
Level 2CRO Master/ Growth
HackerUI/UX designer Frontend Developer
@guido
Level 2: CRO Master/ Growth Hacker
Source: Growth Tribe Academy
Statistics Programming Product Design & UX Principles Analytics Behavioural Psychology Brand Positioning /
Storytelling
Conversion Rate Optimisation A/B Testing Photoshop &
Wireframing Funnel Marketing Copywriting Database Querying
Virality PR PR Stunts SEO SEM Online
Ads
Tools Marketi
ngBiz Dev
Email Marketi
ng
Content Marketi
ng
Direct Sales
Affiliate Programms
Trade Events Events Confere
ncesPlatfor
ms
Re-targetti
ng
Artificial Virality
Width of Knowledge
Depth of Knowledge
@guido
Level 2: UX/UI Designer
Designing an engaging online experience
@guido
Level 2: Frontend Developer
HTML, CSS & Javascript expert
@guido
Level 3Traffiker UX Researcher Content specialist Tester
@guido
Data SpecialistData Analyst Behavioural Analyst
Level 4
@guido
Level 4: Data Analyst
Pre-test analysis
Post-test analysis
Combines behavioral and business data
@guido
Combining datasources into a comprehensive 350° view of your customers and their actions.
Level 4: Data specialist
@guido
Level 4: Behavioural analyst
Psychologist, expert on human behavior
@guido
Level 5
Multiple teams Team managers StatisticianData Visualization Specialist
@guido
DAMM - adding expertiseLevel 1 Level 2 Level 3 Level 4 Level 5
The Lone Nut
CRO Master/ Growth Hacker
UX/UI Designer
Frontend Developer
UX Researcher
Content specialist
Tester
Data Analyst
Data Specialist
Behavioural analyst
CRO Team Managers
Statistician
Data Visualization Specialist
@guido
Roles can be combined (especially in the beginning)
@guido
Team
Marketing
Customer support
(Backend) Development
Traffic (SEO/SEA)
Business Sponsor (shit umbrella)
Supporting Departments
@guido
Sidenote: international teams
@guido
PeopleProcess
Necessary Componentsfor CRO
@guido
Website Optimization Workflow (WOW)
Input Prioritization Testing Reporting & Deployment
bit.ly/wowmodel
@guido
Business Intelligence
General Research
Corporate Needs
User Research
Product Roadmap
Product Changes
Brainstorm
Test results (internal/external)
Input Prioritization Testing Reporting & Deployment
Idea list
@guido
Potential (local) Heuristics Voice of Customer ExperienceP
I
Importance (site wide) Business Traffic
EEase
Development Cost
Input Prioritization Testing Reporting & Deployment
@guido
Idea A Idea B Idea C
Potential .50 .20 .80
Importance .20 1 .50
Ease .40 .80 .20
PIE Score x 100 4 16 8
Input Prioritization Testing Reporting & Deployment
@guido
Input Prioritization Testing Reporting & Deployment
gui.do/samplesizes
Do you have enough traffic?
@guido
Hypothesis
Set test parameters & variants
Create
Deploy
Analysis
Repeat
Inform Stakeholders
Input Prioritization Testing Reporting & Deployment
@guido
Reporting Deployment
• # Participants/ variant • Test duration • Significance level (p-value) • Confidence interval • Effect size • Power • # test repetitions
Calculate ROI
Worth it?
Yes > Forward to devteam No > Optimize/Retry/Discard
Input Prioritization Testing Reporting & Deployment
@guido
Website Optimization Workflow (WOW)
Input
Prioritization
Testing
Reporting & Deployment
bit.ly/wowmodel
@guido
Periodic team meetingsMeeting
1 2 3 4 5 6 7
Test A Research Design/ Develop QA/Approval Live Analysis Share/
document
Test B Research Design/ Develop QA/Approval Live Analysis
Test C Research Design/ Develop QA/Approval Live
Test D Research Design/ Develop QA/Approval Live
Test E Research Design/ Develop
QA/Approval
Test F Research Design/ Develop
Test G Research
@guido
@guido
Platform People Process
Necessary Componentsfor CRO
@guido
Building an optimization culture
@guido
Mindset• Academic
• Curious
• Creative
• Always Be Testing
• Eye for the complete picture
• no Ego
• Data-driven/informed
• Lean Startup(-ish)
@guido
Educate, Educate, Educate
• What is optimisation?
• What is a test?
• Testing vs Analysis
• What are the (traffic) limits? (Sample size!)
@guido
Have a structure / process
• Know you math
• Evangelize the process
• Include everyone
@guido
Document & Share!
• Have a ‘single system of truth’
• Discuss it with all teams
@guido
People & Processes are
Crucial
to your Continued Success
@guido
Sasquatch Music Festival 2009
Are you The Lone Nut?
