Martijn Scheijbeler talks Conversion World

Martijn Scheijbeler

Following on from Bas van den Beld in the interview series leading up to Conversion World 2016 is Martijn Scheijbeler. Martijn Scheijbeler is the Director of Marketing at The Next Web and will be presenting his session on the topic “So you setup your a/b testing program now what?” on day 2 of Conversion World on the 19th April during session 1.

Conversion World is an online conference that anyone in the world can attend, they have 3 full days of sessions with 35 world class speakers streamed straight to you. If you want to attend you can use the discount code IWANOW to save upto 40% through a special reader discount we have organised with the conference organisers.

Conversion World has 2 ticket options you can purchase, Livestream only or Livestream + download of session videos. You can buy the tickets online here.

Q: Can you tell us a bit about yourself?
A:As the Marketing Director at The Next Web I lead our marketing efforts, guiding a team of 15+ marketers means that I’m working on promoting, optimising and reporting on our efforts for all the projects that we run at The Next Web.

Q: Can you tell us a bit about The Next Web?
A: The Next Web is technology focused media company, well known from our blog thenextweb.com and The Next Web Conferences in Amsterdam and New York where we host of 15000+ annually.

Q: What is one company you worked for previously that you are still inspired by what they are doing today?

A: Before this I worked at Springest, an independent education comparison site. The main focus there was optimising everything we do, from making coffee to our Google Adwords campaigns. There I learned approaching everything with in mind that it can always be made better.
Q: What is one company out there that you think are doing amazing CRO projects?

A: SkyScanner, Booking.com, Spotify, Google, Facebook, Pinterest. These companies are able to build data platforms from the ground up with their own teams in order to create a culture of testing completely from within their organisation. We’re talking to them to see how we should optimise our efforts in CRO.

Q: What is one industry vertical that seems to always be leading in CRO?

A: Like you noticed with the above answer, the Travel industry is doing very well within CRO. As they’re so focused on getting a user to book their travel with them it means they optimise the whole process.

Q: What is the importance of accurate real-time data for CRO?

A: It depends, I mostly see a future for real-time data in making sure the data that is being collected is bug-free. As otherwise it could be you’re waiting for days on your test to get results but real-time data can tell you if a test is working or not. Besides that I think we shouldn’t be focused to much on real-time data, it sounds perfect, but who’s really using the data in real-time as well to draw conclusions, I rarely see it.

Q: What is the best platform for measuring CRO?

A: Google Analytics or any other primary web analytics tool. Analytics is still (or should be) the core of your CRO efforts.

Q: How many CRO tests have you run at TNW?

A: Last year we ran close to 200 A/B tests on-site and probably a couple dozen in email. This year we’re aiming for around 250 on-site and even more in email but we haven’t quantified this (yet).

Q: Can you tell us a bit more about your proposed topic “So you setup your a/b testing program now what?”

A: You’ve started testing and improving your conversion rates a tiny bit and you are running one or two tests as week, but you want more tests so you can generate more results. What opportunities are out there that you can take advantage off to take your testing program really to the next level and how are you able to scale this? In the session I go more in depth on we approached this at The Next Web. We were able to scale up our testing very fast by running over 200 tests in the past 12 months. But what is next for us, we can keep running at high velocity but how we do improve the results that we get from our testing program?

Q: Are there any other conversion world sessions/speakers you are looking to see?

A: Definitely, I’m always looking forward to hear Craig Sullivan talk on his ideas and philosophies on how to optimise our business. Next to that Talia Wolf always inspires on doing more with emotional targeting and elements.

Q: Where can people find you online if they want to engage, follow or connect?

A: Social media channels like Twitter, or follow me on Linkedin. Thank you Martijn for taking the time out to answer these questions.

If you want to catch Martijn’s session you can use the discount code IWANOW to save upto 40% when you buy the tickets online here.

Conversion World

Conversion World

Photo Credit: Friends of Search

Bas van den Beld talks Conversion World

Bas van den Beld

Bas van den Beld

Following on from Talia Wolf the next speaker in the interview series leading up to Conversion World 2016 is Bas van den Beld. Bas van den Beld is the Founder of State of Digital.  Bas will be presenting his Keynote session on the topic “Getting to the next best click” on Day 2 of Conversion World on the 19th April during session 1.

Conversion World is an online conference that anyone in the world can attend, they have 3 full days of sessions with 35 world class speakers streamed straight to you. If you want to attend you can use the discount code IWANOW to save upto 40% through a special reader discount we have organised with the conference organisers.

Conversion World has 2 ticket options you can purchase, Livestream only or Livestream + download of session videos.  You can buy the tickets online here.

Q: Can you tell us a bit about yourself?

A: I am the owner and founder of State of Digital. During the day I am a professional speaker and trainer and consultant. I help businesses develop a solid marketing strategy based on the needs and behavior of the customers. In the evenings (and many afternoons) I am a dedicated family man.

I have won several awards for consulting, speaking and training. In 2015 I was voted European Search Personality of the year.

As a professional speaker, I haves spoken at many different conferences worldwide. I’ve spoken at large industry events like SES and SMX. I have also spoken in different countries, varying from UK and US to Turkey, Iceland, Ukraine, Estonia, Iran, Spain, Germany, Netherlands and more. That’s what I love most. Speaking for new audiences.

I have worked with, trained or consulted with some of the biggest brands you know. Brands include KLM, MTV / Comedy Central (Viacom), Lenovo, Linkdex, DMA and more. I am also a trainer at several Business Schools, like Beeckestijn Business School, as part of MBA programs.

Q: Can you tell us a bit about State of Digital?

A: State of Digital is one of Europe’s biggest online learning platforms where you can learn about Digital Marketing in general and SEO in specific. The website was originally founded as State of Search. The expanding digital marketing industry and the fact that different aspects of digital need to work together, not apart, made me decide to rebrand to State of Digital 2 years ago.

State of Digital is a platform where industry experts share their knowledge and where marketers can find training in different formats, personal, as a business or online through articles, webinars and online training sessions.

Q: What is one company you worked for previously that you are still inspired by what they are doing today?

A: I think a company like KLM knows very well what it is doing and they have a very smart team of marketers that I love to look at and refer to. The same goes for Heineken. One I would like to mention is the Dutch DMA. Not just for what they do, but for the way they work. Very socially involved, very open and extremely pleasant to work with.

Q: What is one company out there that you think are doing amazing digital projects?

A: I mentioned KLM and Heineken before, but I think there are many that do great things. Look at the marketing in general from Red Bull for example. But also Nike. I personally love how Paddy Power keeps thinking of new, fun things on digital.

Q: What is one marketing channel that seems to always be leading in digital?

A: I should actually refuse to answer this question because it indicates that one is more important than the other. And that is not the case. They all work together, depending on the needs of the customer and what the business or brand wants to achieve. So for one search is more important, for another e-mail and for yet another one content marketing. You could say that in the end conversion comes closest, since that is always about the customer :).

Q: What is the importance of accurate real-time data for search?

A: It’s becoming more and more important every day. We have tons of data, but the real time data is most important because people change constantly. So if we know where they are and what their intentions right there and then are, we can provide them with the best experience. I even think real-time data will be what we will be only looking at in the future.

Q: Can you tell us a bit more about your proposed topic?

A: I am very dedicated these days about the ‘next best click’. This means knowing what your reader/audience/customer should do next when they see your content. Too many businesses are just creating content for the sake of creating content. Because they heard ‘content marketing’ will do it for them. Content marketing can be very powerful, but only when done properly.

I will be talking about understanding that next best click and also making sure you have set up your process properly to actually get there.

Q: Are there any other Conversion World sessions/speakers you are looking to see?

A: Oh so many! I always enjoy listening to Jeffrey Eisenberg as well as Stephen Pavlovich, but I’m specifically looking forward to Roger Dooley’s talk.

Where can people find you online if they want to engage, follow or connect?

Best is social media channels like Twitter, or follow me on Linkedin. I blog on State of Digital of course.

Thank you Bas for taking the time out to answer these questions.  I also would suggest checking out Bas’s blog if you want to consume a bit more of the great content shared previously.

If you want to catch Bas’s session you can use the discount code IWANOW to save upto 40% when you buy the tickets online here.

Conversion World

Conversion World

Talia Wolf talks about Conversion World

Talia Wolf is the first speaker in the interview series leading upto Conversion World 2016.  Talia is the CMO of Banana Splash and founder of Conversioner.  Talia will be presenting her session “The Psychology of Mobile Customers” on Day 1 of Conversion World on the 18th April during session 1.

Conversion World is an online conference that anyone in the world can attend, they have 3 full days of sessions with 35 world class speakers streamed straight to you. If you want to attend you can use the discount code IWANOW to save upto 40% through a special reader discount we have organised with the conference organisers.

Conversion World has 2 ticket options you can purchase, Livestream only or Livestream + download of session videos.  You can buy the tickets online here.

Q) Can you tell us a bit about yourself?
Talia WolfA) As founder of Conversioner and CMO at Banana Splash I focus on building and executing conversion optimization strategies, creating better user journeys and online experiences using emotional and behavioral targeting to generate more revenues, leads, engagement and sales. I’m an author and frequent speaker at growth and conversion optimization conferences delivering actionable content on mobile and web optimization, consumer psychology and personalization. I was recently honored to be listed as one of the most influential voices in Conversion Optimization.

Q) Can you tell us a bit about Banana Splash?
A)​ Working with many clients over the years and running thousands of tests has taught us that there is a huge problem with mobile web conversions. Though mobile traffic has almost completely overtaking desktop, companies are still struggling to turn mobile visitors into customers and are not sure how to tackle this challenge. Though many marketers rely on responsive design, it simply does not deliver conversions. So, to generate more mobile conversions we built Banana Splash – a platform that identifies the mobile visitor’s behavior in real time and triggers a splash with a personalized call to action. There are many different parameters that trigger a splash, from geographical location, type of browser and local time to specific behavior your mobile visitors take on a site that determine what splash will be triggered. Our main goal is to provide a quick and simple tool for marketers which means that there is no need for any design or development – in a quick 3 step process you simply choose the action you want your mobile visitors to take and launch.

Q) Can you tell us a bit about Conversioner?
​A) Conversioner is a CRO agency that focuses on emotional targeting and consumer psychology: We identify the customer’s emotional triggers and research the root to every conversion – human behavior. Conversioner focuses on defining the customer’s emotional triggers, their decision making process and then designs tests for optimized user experiences and landing pages that address the customer’s emotional needs. With thousands of tests under our belt, we’re continuously diving deeper into data and running meaningful AB tests that drive higher revenues for our customers.

Q) What is your preferred methodology for testing CRO?
​A) The platforms we use for testing vary according to our client’s needs. Once we’ve ran in-depth research on our side we define the tools we will be using to launch tests and measure results. ​For mobile we use Banana Splashas it allows us to launch tests within minutes and for desktop we vary between Optimizely and VWO. In reality it depends on the resources available, the types of tests we run and the capabilities we need for test in hand.

Q) How do you define a mobile customer?
A) When focusing on mobile web customers it’s important to understand that these visitors are very different than desktop ones. They’re always on the go, multitasking and many still don’t feel comfortable to do transactions on their phone which means we must run in-depth research to identify their needs and build the right experience for them to convert. Mobile visitors are different in the sense of usually having an exact goal when searching on websites rather than desktop visitors who my spend sometime reading and researching your product, they’re quicker on the trigger and are usually looking for a quick and easy solution for their problem – to call, contact or search for something. We’ll dive deeper into defining your mobile visitors by reviewing your Google Analytics account and reviewing specific metrics.
Do you think the definition of a mobile customer is shifting?
​ ​
Q) Is there a difference between mobile (web) and mobile (app) customers?
​A) ​The biggest difference between mobile web visitors and mobile app users is their place in the buyer cycle – mobile app users are people who have already decided to opt in to your service, download it and use it. Mobile visitors (web) on the other hand are at the starting point of the buyer cycle – they still haven’t chosen you or decided to use your product – they’re simply research, checking it out and trying to understand if you can fulfill their needs. With mobile web optimization the goal is to identify those needs and supply them within the funnel to help them take the first step, with mobile app users the goal is to make sure users get what they signed up for.

Q) Can you tell us a bit more about your proposed topic “The Psychology of Mobile Customers”?
​A) My session will dive into the world of mobile conversion optimization. While the majority of marketers count on responsive design it simply is not enough to drive conversions and many companies are losing money. In this session we’ll dive deeper into understanding what type of user journey mobile visitors expect and how to create one that converts.

Q) Are there any other conversion world sessions/speakers you are looking to see?
​A) I’m looking forward to listening to Craig Sullivan, Alex Harris, David Darmanin of HotJar and Martijn Scheibeler from TNW. I’m also looking forward to my panel with Joanna Wiebe, Angie Schottnuller and Tiffany daSilva.

Q) Where can people find you online if they want to engage, follow or connect?
A) The best place to find, follow and contact me is on twitter – @taliagw, or if you want to get daily tips and thoughts you can follow me on Snapchat: taliagw​.

Thank you Talia for taking the time out to answer these questions.  I also would suggest checking out Talia’s blog if you want to consume a bit more of the great content shared previously.

If you want to catch Talia’s session you can use the discount code IWANOW to save upto 40% when you buy the tickets online here.

Conversion World

Conversion World

Google privacy popups

Google has really increased the visibility of their privacy policies to ensure they are consistent with data protection laws. You can’t use Google.co.uk search services before you accept their privacy notice.

Before you continue…

To be consistent with data protection laws, we’re asking you to take a moment to review key points of Google’s Privacy Policy. This isn’t about a change that we’ve made – it’s just a chance to review some key points.

We’ll need you to do this in order to continue using Google services.

 

Google’s Privacy Policy

Google’s Privacy Policy

A privacy reminder from Google

Scroll down and click “I agree” when you’re ready to continue to Search, or explore other options on this page.

Data we process when you use Google
  • When you search for a restaurant on Google Maps or watch a video on YouTube, for example, we process information about that activity – including information like the video you watched, device IDs, IP addresses, cookie data and location.
  • We also process the kind of information described above when you use apps or sites that use Google services like ads, Analytics and the YouTube video player.
Why we process it

We process this data for the purposes described in our policy, including to:

  • Help our services deliver more useful, customised content such as more relevant search results;
  • Improve the quality of our services and develop new ones;
  • Deliver ads based on your interests, including things like searches you’ve done or videos you’ve watched on YouTube;
  • Improve security by protecting against fraud and abuse; and
  • Conduct analytics and measurement to understand how our services are used.
Combining data

We also combine data among our services and across your devices for these purposes. For example, we use data from trillions of search queries to build spell-correction models that we use across all of our services, and we combine data to alert you and other users to potential security risks.

A privacy reminder from Google

A privacy reminder from Google

Facebook comments allow sorting

It seems Facebook is testing rolling out an ability for users to change the sort order of comments based on 3 options with Chronological the default setting:

  • Top Comments – The most relevant comments appear at the top.
  • Chronological – All comments, including spam and comments in other languages, with newest comments at the bottom.
  • Top Comments (unfiltered) – All comments, including spam and comments in other languages, with most relevant comments at the top.
Facebook comments sorting

Facebook comments sorting

Have you seen it yet? Do you prefer the default Chronological setting? What might this mean for Facebook engagement on posts?

Bing shows less organic results

I have been using Bing as my primary search engine for a number of months now and I found an interesting result today that is shaking up the traditional idea of 10 results. It seems Bing is now experimenting with showing 5-7 organic results to users. The user experience on desktop is great not having to scroll down and I assume it would be even better on small devices such as mobile phones or tablet devices.

Example 1 – You can see the search I did for Imgur below shows all the results above the fold and no Ads!

Bing shows 5 organic results

Bing shows 5 organic results

Example 2 – You can also see the same thing for a search for Reddit shows 7 results with only 2 results below the fold and no Ads!

Bing shows 7 organic results

Bing shows 7 organic results

It will be very interesting to see if Bing has some data to share about why it much such a change for branded search traffic.  It’s also interesting that they are showing no Ads on these results either so it’s a brilliant result for brands capturing more of their organic traffic.  A quick check on a number of product/commercial terms shows they still show the standard 10 results with Ads so it might be a tactical strategy to improve the Bing traffic profile for some brands?

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