This month we explored how experimentation contributes to the success of an organisation. What are the results organisations can expect? What is the return on investment they get for carrying out experiments on their digital channels? And how do they know if these experiments are effective in the first place?

Our special guest, Johann van Tonder - COO at AWA Digital, a world leading CRO agency that delivers growth for many ecommerce organisations across the globe - takes us on a journey through the process of implementing an experimentation programme, highlighting how organisations measure the effectiveness of their experiments and how the success of organisations that DO leverage online experimentation line up with those that DO NOT. 

He also answers the burning question, what is the ROI of CRO and Experimentation?

For our 7th episode, we’re switching things up to focus on another field of digital: the employee experience (EX). This emerging business function has become increasingly popular in recent years, as businesses are starting to see the value in analysing how employees think and feel during their journey through the company, starting with job candidacy all the way to the exit from the company.

For our 6th episode, we’re switching gears and focusing on another field of digital: conversion rate optimisation (or CRO).

The reason being is that somewhere along the line, the process of optimising online conversion rates has really become a balancing act. There are so many techniques and tools out there catered to gathering hard data (or quantitative data), but what about the more humanized, soft data (or qualitative data)?

And that presents a burning question for a lot of CRO specialists…how can you humanize your CRO efforts with soft data?

To get the answers to this question, we sat down with Tim Thijsse, CRO Specialist at Beerwulf, a fast-growing online craft beer shop based out of the Netherlands. With seven years of experience as a web consultant in both insurance and publishing, a background in user experience and of course, an in-depth understanding of CRO thanks to his work on many projects such as Vandervalk.nl and Ziggo, Tim takes a moment to shed some light on the challenges of being a CRO specialist as well as how he and his team leverage soft data to fuel their CRO efforts.

Humanizing your CRO efforts with soft data

How do your users feel? Why are they behaving in a certain way? Why are they dropping off in certain online funnels? To fully understand your hard data, you’re going to need soft data to complement it. This episode provides you with some practical examples and scenarios whereby your soft data can really help drive your CRO strategy and help you make sense of the actions of your visitors. 

Product marketing is a fairly new field. For those who are unfamiliar, it is essentially the process of bringing a product to market, promoting it and selling it to a customer. It also happens to be a critical part of your marketing strategy and approach.

So the question is…what kind of product marketing approach do you need to truly achieve growth? After all, growth is what we’re all after, isn’t it?

To gain more insight into this topic, we sat down with Michelle Matus, Product Marketing Manager at Meister – the maker of collaboration software MindMeister and MeisterTask. In this episode, Michelle talks about the daily challenges of product marketers, how product marketing lines up next to the more traditional marketing methods, and what really goes into developing a product strategy.

She also dives into how her role as a product marketer plays into the creation of the product strategy, how her team leverages user feedback to influence this strategy and how product teams can effectively collaborate and achieve the much desired result: growth.

Although many would say that the pandemic has thrusted the e-learning industry forward, with so many schools adopting this way of learning - due to lockdowns and school closures - this industry has been growing for a while now. In fact, the overall market is expected to reach 350 billion USD by 2025.

With so much success, we thought it’d be interesting to dive a bit deeper and see what kinds of digital strategies these platforms are working with and how they leverage those strategies for long term success. 

In this episode, we talk to Tessie Woestenberg, a marketing professional who is active in the e-learning industry. Tessie is the Marketing Manager at Drillster (an adaptive, assessment-based and predictive learning app) as well as a regular writer for marketing blogs like the Dutch websites Marketingfacts and Frankwatching. 

Disclaimer: sound quality isn't always top-notch in the podcasting world, but that doesn't reflect on the quality of the speaker we have this month.

In the wake of the COVID-19 pandemic, we’ve seen a lot of businesses all across the globe undergo quite a bit of strain. And the retail industry was really no exception. 

So the question is...how exactly did this transition from in-store to online affect the retail industry as a whole? What kinds of learnings came out of the pandemic? And how will organisations use these learnings for future success?

In this episode, we will tackle all of those questions and more with the help of a true retail expert Wijnand Jongen. He is author of the international bestselling book The End of Online Shopping, President of Ecommerce Europe, and Founder and CEO of Thuiswinkel.org.

Show  Notes:

The End of Online Shopping  by Wijnand Jongen

Ecommerce Europe

Thuiswinkel.org

Whitepaper: Digital Customer Experience Trends for 2021

Welcome back! This month we're switching gears and zooming in on a topic that will be especially interesting for those of you interested in conversion initiatives. We sat down with Stephen Pavlovich – Founder and Managing Director of Conversion.com – an experimentation agency that optimises customer experience, product and pricing for major companies such as Facebook, Domino’s and UNICEF.

In this episode, Stephen reveals how digital enterprises can set up a successful, data-driven experimentation process. He outlines how to set up your goals as well as how your framework should look like for the best results, from which KPIs you should be measuring and how to target your personas. He also takes it one step further outlining how your organisation can apply this framework on various digital channels and most importantly, once everything is set up, how you can prioritise your next steps!

To kick off our brand new podcast series, we sat down with Laura Klein - Principal at Users Know, Author of UX for Lean Startups and Build Better Products, and host of the UX podcast ‘What is Wrong with UX’.

In this episode, Laura gives us the inside scoop on how digital enterprises can combine qualitative and quantitative data in practice for more powerful insights. We dive into what users can expect to gain from leveraging these two types of data, how we can bring quantitative and qualitative data together, how different departments respond to this data, and much more.