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Sound bites from Ton Wesseling: You are only able to see it, until you get it

Ton made a great comparison with Johan Cruijff. Cruijff was a master in innovating and improving his performance. Shouldn't every optimi...

Ton made a great comparison with Johan Cruijff. Cruijff was a master in innovating and improving his performance. Shouldn't every optimizer use a little Cruijff-attitude in his job?



  • You are only able to see it, until you get it

  • A/ b testing is easy to start, but so difficult to understand

  • Regret: the money you are losing per year, not using our testcapacity


It is possible to test? Use ROAR to find out:
  • Risk: you have to take risks, you do not have the data to start testing
  • Optimization: you have a 1000 conversions a month, start testing
  • Automation: you now have a lot of conversions, do some automation stuff like push notifications
  • Rethink: Every good think ends, including your product

  • With testing more then 3 weeks, there is a big chance you sample will be polluted

  • Know you % winners bottom line
  • Learn you false positieven, 10% of your test is a false positive

  • T-testing is about significance, you can miss a winner because of a false positieve. Bayesian testing then is a better way of finding stuff that works better
  • Celebrate a loser, you took a risk, how nice of you!


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