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… we present the transition process model of moving from a situation with ad-hoc data analysis towards continuous controlled experimentation at scale. We name this process the “Experimentation Evolution Model.”

Most of what you need to know is encapsulated in this handy chart, which shows maturity levels crawl, walk, run, and fly across three dimensions: technical, organisational, and business.

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Most of what you need to learn you can pick up as you grow in experience, but there are two foundations you need in place right at the very beginning: a base level of statistical understanding, and the ability to access product instrumentation data.

To evaluate the product statistics, skills that are typically possessed by data scientists are required within the company. Here, we specifically emphasize the understanding of hypothesis testing, randomization, sample size determination, and confidence interval calculation with multiple testing.

The Hypothesis Kit can guide you through some of the basics here.

Regarding instrumentation data, you can add the necessary instrumentation as you go along, but the thing you really need to consider up-front are the policies that allow experimenters access to the data .

In some domains, this is a serious concern and needs to be addressed both on legal and technical levels.

Welcome to your first experiment. With a policy in place, you’re going to need some data to work with. Time to start thinking a little differently about your logging system!

In non-data driven companies, logging exists for the purpose of debugging product features. This is usually very limited and not useful for analyzing how users interact with the products. Logging procedures in the organization need to be updated by creating a centralized catalog of events in the form of class and enumeration, and implemented in the product telemetry.

At Microsoft, the raw data collected or sent from a product or feature are called signals (clicks, swipes, time spent loading a feature, and so on). From the signals, an analyst should be able to reconstruct the interactions a user had with the product.

You don’t need an experimentation platform to run your first experiment, just split your users between two version of the same product and measure how the signals differ between the versions. For guidance on calculating the statistics behind a controlled experiment the authors recommend “ Controlled experiments on the web: survey and practical guide .”

Since product teams may not have the necessary expertise, they’ll require training and help from a standalone data scientist team . (MVP: a data scientist).

The main purpose of the first experiments is to gain traction and evangelize the results to obtain the necessary funding needed to develop an experimentation platform and culture within the company.

When it comes to CRO and optimization in general, we’re constantly thinking about how to grow our numbers and scale the business. Using various techniques and tools, we push forward to acquire more customers and generate more revenue.

So, it’s great that businesses want to generate more revenue and grow, but customers don’t really care about that. There are many competitors out there selling the same stuff and trying to grab their attention. How do you convince your visitors to invest in you?

If your answer is “we have amazing features” or “we’re cheaper than our competitor”, allow me to stop you right there. You’re doing it wrong.

Research done in the past 35 years shows that emotions “powerfully, predictably, and pervasively influence decision making” ( Lerner et. al. ).

In fact, recently, neuroscientist 10 11 8 9 9.5 Emporio Armani 2017 Lace Up Shoes for Men Oxfords Derbies and Brogues On Sale Dark Brown Leather 2017 10 11 8 9 95 Emporio Armani Lace Up Shoes for Men Oxfords Leather 2DeaZH9t
studied individuals who had brain damage in the area that generates emotion. When asked, these people found it difficult to make even simple decisions, such as what to eat (pasta vs. a sandwich).

The research highlights the fact that those who base their marketing on pure logic and reason are doomed to only go so far because they do not understand what truly motivates people’s decision making processes – emotion .

“Hence, in order to have anything like a complete theory of human rationality, we have to understand what role emotion plays in it.” — H. Simon, 1983, Reason in Human Affairs

Marketing, and CRO specifically, is more than just analyzing data and understanding online behavior or leaks in a funnel. It’s about understanding people’s decision making processes, and catering to emotional needs. Appealing to them on an emotional level and helping them rationalize their decision making process. It is our job as marketers to drive logic where emotion lays.

When we buy something, we don’t purchase a “product”, a special price or features; we purchase an experience and a better version of ourselves.

The only way to optimize your funnel, increase sign ups, create a better user flow or even a better product is to constantly ask yourself, “What’s in it for my customer?” and, “How can I cater to their needs?”

What’s In It For Customers?

Many brands are trying to convert your customers, which is why before asking people to subscribe to your newsletter list, for example, you must have a clear strategy that shows customers exactly what’s in it for them. Why should they choose you over others?

For example, below are two very common emotional triggers that turn visitors into customers:

1. Belonging – One of the most common and well-known strategies for signing people up to a service or a mailing list, for example, is giving people a sense of community and exclusivity. Humans are social creatures who love to feel like part of a group and customers often purchase products in an attempt to feel part of a specific group.

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Statistical methods

To identify and quantify the strength of association between variables used in the analysis, χ, Cochran’s Q, McNemar’s test and logistic regression modelling were undertaken in SPSS V.23. Demographics included in analyses were age (categorised as 18–24, 25–29 and 30–34 years), sex, country of residence, educational attainment and levels of dependency on alcohol (based on the AUDIT questionnaire score). Respondents were classified into the following dependency categories: 0–7, low risk; 8–15, increasing risk; 16–19, higher risk; 20+, possible dependence. Dorsay Ballerinas in Patent Leather Roger Vivier DJkBWwMJ
The emotions associated with drinking individual types of alcohol were analysed. The emotions individuals experienced regardless of the drink they associated with each emotion were combined to make a set of variables that describe the emotions associated with drinking any of the different types of alcohol (spirits, white wine, red wine and beer). In addition, to analyse how emotions relate to drink choice in different settings, what drinks were reported to be most consumed in different settings and the emotions that people associate with those particular drink types were linked.

Results indicated that respondents attributed different emotions to drinking different types of alcohol ( knitted cutout dress Black Helmut Lang 0KyOJYktDe
). Over half of all respondents associated drinking spirits with emotions of energy and confidence and 42.4% reported that drinking spirits made them feel sexy. Respondents were most likely to report feeling relaxed (52.8%) when drinking red wine; although almost half of respondents also reported feeling relaxed when drinking beer ( 2017 viscosa Dress for Women Evening Cocktail Party On Sale Black viscosa 2017 UK 8 US 6 EU 40 UK 10 US 8 EU 42 UK 12 US 10 EU 44 McQ by Alexander McQueen 0zEq4Iwu8
). Drinking spirits was more likely to draw out feelings of aggression, illness, restlessness and tearfulness than all other drink types ( table 1 ). However, red wine was the most likely to make individuals feel tired (60.1%, table 1 ).

View this table:
Table 1

Overall reported emotions by individual type of alcoholic drink (%)

Differences in emotions reported by respondents when drinking alcohol of any type (inclusive of spirits, white wine, red wine and beer) were examined for sociodemographic groups. With the exception of feeling aggressive, women were significantly more likely than men to report each emotion as a result of drinking any type of alcohol ( Leather Accent Tag FLORA by VIDA VIDA IigPHGVXd
). Younger age groups (18–24 years) most frequently reported most emotion types when drinking alcohol. Exceptions were aggression and tiredness where there was no significant association with age ( Pumps amp; High Heels for Women On Sale in Outlet Black Suede leather 2017 25 45 6 75 Dolce amp; Gabbana 2.5 4.5 6 7.5 Dolce & Gabbana 2017 Black 3lO44eZDP8
). Respondents’ alcohol consumption (AUDIT score) was strongly associated with both positive and negative emotions, with heavier drinkers more likely to report all emotional changes as a result of drinking. This relationship was especially strong for the emotions of aggression, whereas the increase in tiredness was negligible( Mens Ml565v1 Trainers New Balance 5KpUD8Kp
). A greater proportion of those with lower educational attainment reported both positive (energised, sexy or confident) and negative (aggressive, ill or tearful) emotions when drinking alcohol compared with those who had attended high school ( FOOTWEAR Lowtops amp; sneakers Trussardi d7ExoFG
). Bivariate associations between emotions and both alcohol dependence level and demographics remained significant after using logistic regression modelling to control for confounding relationships between variables ( Pleated floralprinted silk dress Balenciaga f4wv8dQ
; see online supplementary table B for country of residence). Thus, women had higher odds of feeling all emotions compared with men apart from aggression where men had significantly higher odds. Younger age groups had higher odds of feeling all emotions apart from tiredness and aggression. Odds of reporting all emotions except tiredness increased with AUDIT score category, in particular feelings of aggression ( Charlotte Olympia Woman Crystalembellished Cutout Suede And Mesh Platform Sandals Black Size 40 Charlotte Olympia 7c4JIL6Cr
). Differences in emotions were also reported by respondents from different countries with the highest association with the positive emotions of feeling energised, relaxed and sexy being the South American sample of Colombia and Brazil. For negative emotions, the country sample with the strongest association with aggression when drinking alcohol was Norway and for feeling restless was France (online supplementary table B). However, caution must be taken when interpreting these results due to the small sample for each country.

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