Conversion Hotel 2015 - Talks, Tweets, Photos

Conversion hotel 2015

Webanalisten.nl organizes a 48 hour social event about online optimization and fun at the Texel island, the Netherlands. Starting Friday November 20th till Sunday November 22nd 2015.

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Keynotes

Throughout the weekend over 10 keynotes were held by leading experts in the conversion optimization field. Due to reasons - that may or may not include intoxication - some of the valuable information might have slipped your mind. Refresh your memory with the information below.


How to turn data into customers (Peep Laja)

speaker

Slides:

View on SlideShare

Key takeaways:
  • Using a list of ‘100+ conversion checkpoints’ doesn’t work, you need a strategy first to get results.
  • Key metrics to keep track of: testing velocity, number of winning tests, uplift per experiment.
  • Without knowing what your users want, you simply can’t optimize a website: stop testing bullshit.
  • No amount of persuasion will save your website if it doesn’t work on the users’ browser.
  • The Fogg Behavior Model maps out motivation, vs. ability vs. triggers for intended behavior.
  • Identify where money is leaking, and learn about what users are (not) doing on those pages.
  • Heatmaps might make you liked more by your CEO, but don’t necessarily offer much insights.
  • Stop doing multiple choice in surveys, and ask users as soon as possible after converting.
  • Determine what friction they experienced, and what was their general shopping experience.
  • Poll users during checkout: “What’s holding you back from making a purchase right now”.
  • What users say and what users do are often entirely different.

Bayesian statistics explained (Chris Stucchio)

speaker

Slides:

Not yet available

Key takeaways:
  • Until about half a year ago, almost all A/B testing tools were using T-tests to determine winners.
  • Frequentist statistics are often more difficult to explain that more modern statistical methods.
  • Bayesian statistics: change your prior assumption based on new evidence, to a posterior situation.
  • Conversion rates can be more accurately depicted as curves rather than discrete bars.
  • As your gather more data, your posterior value is getting closer to true data value.
  • Hypothesis testing was made for and by scientists, while CRO is more like trading.
  • Identify a value of caring - a CR drop so small that you don’t care about it.
  • Bayesian tests are insensitive to peeking - it’s fine to stop a test early.
  • Chance to beat control is actually that, the chance to beat the control.

Understanding Copy, Design, Interaction & Psychology (Oli Gardner)

speaker

Slides:

Not yet available

Key takeaways:
  • Make sure your products and services can deliver well on what your marketing promotes.
  • Delight should be the default, not the exception of the customer experience of your users.
  • The effectiveness of your landing page is mainly determine by the order of your information.
  • Flipping your main and secondary headline can often increase clarity.
  • You can send traffic to: homepage, internal page, or landing page.
  • Never. Start. A. Landing. Page. Without. A. Dedicated. Landing. Page.
  • Often removing links from your landing pages can increase conversion rate.
  • Make sure you stand out; whatever stands out gets more attention.
  • When you make your buttons look like buttons, they get more clicks.
  • Putting stuff in close proximity to buttons might cost conversions.
  • Scroll jacking is terrible, because they make it hard to scroll.
  • ‘Because’ is the most persuasive word in the English language.
  • Button text: don’t use ‘free’, ‘my’ > ‘your’, action words, urgency.

When motivating users become misleading users (Harry Brignull)

speaker

Slides:

Not yet available

Key takeaways:
  • Most tricks con artists use can only work when the victim isn’t aware; sharing increases awareness.
  • People spend as little attention to a page as possible; it’s what dark patterns are designed for.
  • Online up-sells are like supermarket managers silently are adding items to your shopping cart.
  • Most dark patterns work via the ‘easy in, difficult out’ pattern.
  • LinkedIn’s dark UX patterns recently attracted at 13 million fine.

Conversion Optimization as a key business strategy (Chris Goward)

speaker

Slides:

Not yet available

Key takeaways:
  • Getting the right results, require the right process. Without right process, you get wrong results.
  • People in Analytics that are spending all their time there, they are just measuring stuff.
  • Success requires you to be in both a qualitative and quantitative research mindset.
  • Personalization is just a hypothesis until it’s tested.
  • Whenever possible, try to do evolutionary site optimization, not redesign.
  • Two-column forms often found to cause a drop in conversion.
  • Frameworks only thrive within a proven process.
  • Infinity Optimization Process takes Growth & Insights through Explore and Validate.
  • Try using Net Promoter Score both for clients and employees to learn.
  • Never be naked in testing; always have a test running.

Storytelling with data (Brent Dykes)

speaker

Slides:

Not yet available

Key takeaways:
  • Convincing us that telling a story beats merely informing informing stakeholders about the data.
  • Research shows: stories are much more memorable than any of the data points that we can share.
  • The path to Value: Data to Reporting to Analysis to decision to Action to Value.
  • Data Story telling combines data with emotions.
  • Narrative + Visual + Data leads to change.
  • Make sure you know your audience: goals, needs, seniority, etc.
  • Structure your analysis results as a story, and see your organization grow.
  • Use data to insert heroes into your customers; personas on steroids.
  • Try separating charts by ungrouping them; it layers the data.

speaker

Slides:

Not yet available

Key takeaways:
  • Google is passionate about: a framework of continuous A/B testing of incremental change.
  • Optimizing from a local maximum can be done evolutionary towards a global maximum.
  • Explore, Focus, Incubate, Get an insight, Follow through: leads to optimized results.
  • Most innovation happens in big city, because people are together.
  • Use related worlds: how do physical stores related to your site.
  • Creativity, individual, encourage and related.

Selling in the US (Greg Shapiro)

speaker

Slides:

Not yet available

Key takeaways:
  • English language proficiency in Holland (90%) is almost as good as that of the UK (>95%).
  • In order to bridge cultural differences, you need data-driven people to translate.
  • Quit thinking in ways of good or bad, white-hat or black-hat, just don’t be evil!

How to persuade the users? (Talia Wolf)

speaker

Slides:

View on SlideShare

Key takeaways:
  • We like to think that every decision in life has a reason to it; except we’re completely irrational.
  • When we buy products, we’re basically buying better versions of ourselves, and keeps us buying.
  • Behavioral research -> Strategic research -> Hypothesis -> Prioritize -> Design -> Launch -> QA -> Analysis.
  • People don’t remember what they say, they remember how you made them feel.
  • Most marketers just want to stand out, to their peers or managers.
  • The problem is, you can’t really learn from A/B tests, or know what’s next.
  • Conversion optimization is about the strategy, about knowledge.
  • By testing you can learn about your customers and products.
  • If you want to stand out: learn how you make your customer feel.

What is needed to be an exponential organization? (Yuri van Geest)

speaker

Slides:

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Key takeaways:
  • The modern technology wave is similar to the change from analog to digital photography.
  • Google DeepMind can look for patterns in all kinds of data such as text, photos, sound.
  • Sentient can ask questions and answer them himself, imagine the future possibilities and implications.
  • With block chain, for the first them ever, we are able to automate trust.
  • Today we are creating robots that can create complex robots themselves.
  • We move to a programmable, connected, decentralized, world of abundance.
  • Because of abundance, it’s no longer about ownership, it’s about access.
  • Software is eating the world, in all sectors.
  • A company in China is already able to 3D print houses now.

Refresh your memory and some final thoughts (Craig Sullivan)

speaker

Slides:

Not yet available

Key takeaways:
  • Next year, the music will be collaborated through playlists, Spotify and Facebook polls.
  • Conversion optimization starts with 6 pillars: heuristic, sessions, technical, analytics, user testing, surveys.
  • Test for too little time: no confidence in your decisions; test too long: no room for other tests.
  • Affordance is the ability of a user to perceive that some action is possible.
  • Every page should have only one primary goal.
  • Don’t do SLEDD (Single Layer Expensive Doomed Development) redesign.
  • We use persuasion on customers, but not internally within our company.

Tweets

A collection of some of the most interesting tweets about Conversion Hotel 2015.

Photos

Previous editions


Theo van der Zee

Author: Theo van der Zee

He is the founder of ConversionReview. He has been building and optimizing websites for 15+ years now, and doing so with great success.

On top of his digital skills, Theo is also a trained psychologist and frequent speaker at events around the world.

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