Ton Wesseling
Experimentation coach
Founder of The Conferences known as..., and
The Experimentation Culture Awards
Consulting | Training | Speaking | Community
Experimentation coach
I love to work with organizations on building and growing their experimentation programs. Embedding experimentation in the DNA of teams and organizations gets me up in the morning. It's an extensive range of work that I like, from the broad strategic perspective on the one hand to the details of business growth opportunities on the other hand.Ultimately, it's all about solving challenges, which I do fast and effective, based on data.Dive into my projects & testimonials
Work with me? Use the contact form to reach out!
Experimentation projects & testimonials
Since 2006, I've helped over 50 organizations with their experimentation challenges. My work experience ranges from travel to retail and publishing to government. I have been working with local and international clients, from scale-ups to enterprise organizations, from digital-first to digitally "not yet transformed".Over the years, I have created experimentation agencies, experimentation-related websites and tools, experimentation training courses, and experimentation events. My main love for the experimentation industry never changed to something other than the work itself. For me, that means building and growing experimentation programs. This mindset also keeps me from becoming an experimentation professor who has not been doing real work for over 10 years...
Recent or ongoing projects:
✓ Advising an International Hotel Platform on their Experimentation Program
✓ Interviewing experimentation teams for the Experimentation Culture Awards
✓ Advising an European Ecommerce Platform on their Experimentation Program
✓ Reviewing the experimentation process at a large US publisher
My current daily work is running experimentation-related webinars/events for the Optimizers Community, which I combine with actual experimentation-related work on a contract / project basis.
Examples of projects I've finished successfully in the past:
✓ Travel company (NL): leading the project to build an experimentation program
✓ Publisher (EU): training teams on experimentation strategy and tactics
✓ Telecom company (EU): consulting on experimentation at several offices
✓ Ecommerce company (NL): leading the check-out funnel experimentation program
✓ Banking (NL): training teams to become more effective in experimentation
Work with me? Use the contact form to reach out!
Workshops, masterclasses, and online training about Experimentation
Frequently I host Experimentation masterclasses and workshops, mostly co-organized with Conversion Experimentation-related industry events.I'm also available for in-house training: live and remote.
I've created the following virtual courses:✓ A/B-testing mastery for CXL Institute in the US
✓ A/B-testing deep dive for Emerce in the Netherlands
✓ A/B-testing success for the Digital Elite Hub in the UK
Work with me? Use the contact form to reach out!
Keynote speaker on Experimentation
As an experienced experimentation coach, I often share my knowledge and learnings on experimentation at conferences around the (virtual) world.
I was invited to keynote at events like:✓ Experimentation Elite in the United Kingdom
✓ Emerce Conversion in The Netherlands
✓ Conversion Jam in Sweden and Norway
✓ Growth Marketing Summit in Germany
✓ Digital Elite Camp in Estonia
✓ CXL Live in the United States
✓ Conversion Boost in Denmark
✓ Superweek in HungaryI'm also available for in-company presentations (and workshops), where I was hired before by companies like: Booking.com, Heineken, Rabobank and RTL.My speaker profile info can be found here.
Work with me? Use the contact form to reach out!
Helping the Optimizers Community to get to a higher level of maturity
Evidence-based growth is a fascinating way of working. I've always seen experimentation as the correct methodology for business success. It brings proven results and fun to organizations and teams.The experimentation industry always deserves more attention and will receive this if we keep growing to higher maturity levels.This is why I'm organizing events like Conversion Hotel, Experimentation island and Experimentation Culture Awards, and why I am publishing tools like ABtestguide, and the Conversion.Events ticket discount website.Visit the websites for tickets and sponsorship opportunities.
The full overview of the industry event and publishing activities I started can be found on my Holding company website.Work with me? Use the contact form to reach out!
Contact form
Please use this form to send me a message. Feel free to reach out for consultancy, training, or speaking opportunities on Experimentation. You can book a 30-minute introduction videocall directly through this link.
You can also abuse the form below for questions on the courses I'm running and for speaking and/or sponsor opportunities for my event and publishing activities like Conversion Hotel and the Experimentation Culture Awards. Just reach out!
Contact form submitted!
Thank you for submitting this contact form.I will be in touch with you asap!
Speaker profile
Name: Ton WesselingCountry: The NetherlandsTitle: Experimentation CoachSubtitle: Founder of The Conferences known as..., and
The Experimentation Culture AwardsLegend of Experimentation 2023 award winner (Experimentation Elite)Linkedin: https://linkedin.com/in/tonwesselingPersonal website: https://tonw.comDescription:
I help organizations to become more successful by adopting a solid experimentation and validation approach.I've worked in this industry for over 20 years and still love it. Experimentation brings answers and joy; it's a key driver for growth.I've started agencies, websites, and tools in this field, written many articles, and created training courses and events.My main love never changed to something other than the experimentation work itself, and I've now happily consulted over 50 organizations in 10 different countries.Eat, sleep, experiment, repeat.
Speaker pictures
Work with me? Use the contact form to reach out!
True Discovery Rate Matrix
A True Discovery Rate Matrix for understanding how many significant positive A/B-testing outcomes are NOT false positives.This is the full size image from this Linkedin post about FDR / TDR.You can use this calculator to calculate your True Disovery rate.Find your True Discovery Rate based on 80% Power (1-sided testing) in the matrix below. Your significance threshold is on the X-axis, and your win percentage is on the Y-axis. Stay on the right of the blue line!
Landing page competition
I was invited to participate in the landing page competition for CROday 2016. A landing page for a fake product was created by Unbouce and I was given the task to optimize this landing page. Goal was to have the most right answers given by a panel through a 5-second test.There were some interesting lessons learned along this journey which I shared with the attendees on CROday. You will find these lessons here: