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#ondido 6: Anna Botsvine partner & day review

Ton Wesseling

Ton Wesseling

27-09-2011 - minutes reading time

anna_contractSo right after our 2nd birthday, we had another celebratory moment. The Online Dialogue partner organization has been expanded to include a senior (visual) design partner: Anna Botsvine. Anna has been designing for online for over 10 years, 8 of which she has been self-employed with Angi Studio. Together with Anouschka Scholten, senior interaction consultant, have formed a well-matched design team for some time now. Together we already worked with great pleasure and success on a website redesign at one of our clients.

As a designer, Anna understands very well how to properly design a dialogue online and has learned that researching and measuring user behavior is essential for successful design. At Online Dialogue we already knew for some time that a good online dialogue cannot be successful without an appropriate design. With great pleasure we therefore look forward to this collaboration. Anna: welcome!

6th Online Dialogue Thursday

Thanks to the input prior to the afternoon and during the day itself, we were able, for the first time during the Online Dialogue Thursday build a session entirely around the knowledge in the room. The theme was “the level/building of online knowledge within organizations and how do you retain people with good knowledge for the same organization?”. In the slides of the afternoon (PDF, 25 MB, slideshare at the bottom of this article) you will find underlying research results. Here is an overview of the online knowledge level of your own organization according to the perception of the participants (who are above average online experienced):

online knowledge base

About 50% rated all areas as good to excellent (and the other half did not). For online copywriting, this level is lower. Also notable here is the large percentage of “poor & mediocre” as it is for online analysis. Design and development is at an adequate level according to the perception of those surveyed. We did not ask what in perception is meant by good design and/or development 🙂 .

In any case, it gave good input for a knowledge sharing session around the mentioned theme. The most important learnings for knowledge optimization in our view were:

  • Creating private online knowledge-sharing opportunities does not mean it is being used. Few people actively use this opportunity.
  • If you do share knowledge online, do so on existing public platforms so that feedback is greater.
  • Have visitors to knowledge events summarize for colleagues face to face what they have learned.
  • Make it mandatory for interim experts and agencies to share knowledge within the organization and make it part of their compensation.
  • Take managers who have less content knowledge into usability testing to let them gain real understanding of real online dialogue through observation.

Conversion quiz

conversion_quiz

For the first time, we also held a conversion quiz. Instead of telling about the deep background behind one practice case, we had put 10 A/B test cases in a row where the audience got to guess which variant would work better (against a certain goal) and whether the difference would be higher or lower than a certain percentage. The quiz gave the nice outcome that after 5 rounds, there were fewer people left than if everyone always stood evenly divided between both possible answers....

bass_wins_cupOnce again a lesson that you can't predict what will work and what won't. Above all, you have to think carefully (substantiated by numbers) about what could possibly work better and then just test it out on actual visits!

Congratulations to winner Bas van de Haterd. 2 more wins in a row and the challenge cup is his!

Presentation Slides

In the slides PDF (please note 25 MB) you will find all the examples shown (including the conversion clinic highlights from winwindeals.nl, aegonbank.nl and denhaag.nl). You can also view the slides below via the slideshare application:

Online Dialogue Thursday number 7

On Thursday, November 10, 2011, we will organize the 7th Online Dialogue Thursday. Location is again Utrecht, with start time 14:30. If you want to be invited please register for the waiting list. If you've been before: send us an email and we'll put you on the guest list!

Ton Wesseling

Ton Wesseling