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

1. The related worlds of CRO
serendipity rules!
November 2015

2. Source: http://arstechnica.com/information-technology/2013/02/cell-phone-tracking-system-reveals-how-traffic-jams-start/
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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

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Let’s have a QUIZ :-)

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. What percentage of daily queries have never been
asked before?
A. 0%
B. 5%
C. 20%
D. 50%
QUIZ

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. What is the second biggest Search Engine
in the world?
QUIZ
1 Billion
monthly visitors

8. How much video is uploaded to YouTube every
minute?
QUIZ
In 2015
300 hours of
video are
uploaded every
minute
300

9. What percentage of YouTube video views
comes from a mobile device?
QUIZ
50%

10. How many Android devices are activated every
second?
17
every second 1.5 million
every day
536 million
every year
QUIZ

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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!

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What we do is evolution, not
revolution“ ”

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. 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/

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A (radical)
redesign is not
the solution

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/
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Source: http://www.forbes.com/sites/carminegallo/2012/06/14/why-the-new-macbook-pro-is-tilted-70-degrees-in-an-apple-store

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Garbage in =
garbage out

19. The quality of our
ideas defines the
impact of your
results

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Increase the quality
of your ideas

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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. Stimulate creativity

23. Design = problem solving
Problem
AnalyticalInsight

24. 1 Explore
“Wander the world with an open mind”

25. 2 Focus
The more you know about a problem
the better you are equipped to solve it

26. 3 Incubate
Stop consciously thinking about it

27. 4 Insight
“Eureka”

28. 5 Follow
Through
Check if your solution really works

29. Everybody
is creative!

30. 1 Explore
2 Focus
3 Incubate
4 Insight 5 Follow
Through

31. Proprietary + Confidential
The collective brain

32. Source: http://www.ted.com/talks/matt_ridley_when_ideas_have_sex?language=en/

33. Mixing of ideas
Unexpected encounters
Source: http://arstechnica.com/information-technology/2013/02/cell-phone-tracking-system-reveals-how-traffic-jams-start/
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Source: http://www.forbes.com/sites/carminegallo/2012/06/14/why-the-new-macbook-pro-is-tilted-70-degrees-in-an-apple-store

34. Source: http://arstechnica.com/information-technology/2013/02/cell-phone-tracking-system-reveals-how-traffic-jams-start/
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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. Source: http://office-envy.com/2011/12/07/googles-paris-office-ooh-la-la/
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Encourage
unplanned
encounters @
Google

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CRO specialist
UX designer
Analist
Developer
Product specialist
Psychologist
Copywriter

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Look at related worlds

38. Why not look at your website like a
physical store?

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. Supermarkets
Source: http://techcrunch.com/2011/12/05/shopper-tracker-kinect/

42. Source:https://www.youtube.com/watch?v=3Sk7cOqB9Dk
60% of shoppers
remove products from
cart at check-out
- Martin Lindstrom

43. Source: http://arstechnica.com/information-technology/2013/02/cell-phone-tracking-system-reveals-how-traffic-jams-start/
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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

44. 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

45. Source: http://arstechnica.com/information-technology/2013/02/cell-phone-tracking-system-reveals-how-traffic-jams-start/
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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

46. Source:http://www.freeimages.com/photo/shopping-cart-1427649

47. Source: Cain-Smith & Curnow (1966); Milliman (1982 & 1986); Caldwell & Hibbert (1999); Areni & Kim (1993)http://nicolas.gueguen.
free.fr/Articles/EJSR2007.pdf

48. Source:http://www.freeimages.com/photo/shopping-cart-1427649

49. Proprietary + Confidential
What can we learn from offline behaviour
analysis

50. Using Data From Sensors To Understand
User Behavior - I/O

53. Proprietary + Confidential
Are there similarities between traffic
jam analysis and CRO?

54. 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/
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Source: http://www.forbes.com/sites/carminegallo/2012/06/14/why-the-new-macbook-pro-is-tilted-70-degrees-in-an-apple-store

55. 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/
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Source: http://www.forbes.com/sites/carminegallo/2012/06/14/why-the-new-macbook-pro-is-tilted-70-degrees-in-an-apple-store

56. Architecture and website design

57. Source: http://arstechnica.com/information-technology/2013/02/cell-phone-tracking-system-reveals-how-traffic-jams-start/
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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…...

58. 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

59. Source: http://arstechnica.com/information-technology/2013/02/cell-phone-tracking-system-reveals-how-traffic-jams-start/
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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

60. 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

61. Source: http://arstechnica.com/information-technology/2013/02/cell-phone-tracking-system-reveals-how-traffic-jams-start/
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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

62. Proprietary + Confidential
Learning from design mistakes

63. Bad design?
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Source:Photo by Jan Dirk http://www.jandirk.com/olifantenpaadjes.html

64. Source: http://arstechnica.com/information-technology/2013/02/cell-phone-tracking-system-reveals-how-traffic-jams-start/
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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

65. Source: http://arstechnica.com/information-technology/2013/02/cell-phone-tracking-system-reveals-how-traffic-jams-start/
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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

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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?

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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

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Look at
other
worlds
Pizza size
multi
disciplinary
teams
Look
outside of
your box
How can you increase the quality of your testing ideas?

69. Serendipity
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70. THANK YOU