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everyone gameplay vids 24/7 here welcome back to my equilinox gameplay

walkthrough series for the PC ladies and gentlemen we are back here on equilinox

I hope you're all having a fantastic day out there thank you so much for taking

the time out of your day to check out my video it is going to be a long video

today guys so please remember of course to grab a drink grab some food and

buckle in dude I do hope you all to enjoy

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button as well of course we notified when I post videos so we're back guys

what are we gonna get up to in today's episode that is the real question here

isn't it what do we have we have butterfly hunter and that is what is

this have twenty five butterflies caught by frogs that's fine that's already done

so we have our little toad enclosure here guys with a whole bunch of

butterflies as well we can evolve with the butterflies into bees as well guys

that's something that I've noticed see how it says bee I don't think we

actually have a purpose for them right now though so I'm really just sticking

to the task in this game I kind of use the tasks as like a guide on what we

should do next cuz I don't want to waste too much time do you know what I mean

so yeah well I guess we're good from the top one here what's this let me turn off

this notification by the way turn off an occasion for an apple a day is going to

keep spamming us actually wants to tell us a notification for all these tasks

there we go so we know we're gonna get a whole bunch of income automatically

right so you know you put a notifications now lush primrose

population zero of ten okay we need a Primrose guys how the hell do we get a

Primrose start creating a new biome with the basics lush plants in the first lush

tree is a Primrose here that's a red tree Primrose here we go I can start

bringing the Primrose instantly now that is lucky dude awesome so we have rocks

and stones nearby for the Primrose ideally this is just a Negroni nice and

strong right now here we go I mean can I get this in one shot daddy

what if I could and it died damn it the way will continue on growing come on

come on come on come on and yes we got it there's the Primrose I

have no idea what it likes to live by those SATs go lives in biome lush where

is it that's animals whoopsies lives in biome lush we did just unlock

it so it would be unlocked now I won't up Primrose below 65 meters and it likes

lush of course so theoretically I could just put it right here and should be

fine yep there we go awesome that's done guys

straight away we got the pin rows and I can change into bamboo as well so we can

involve the Primrose into bamboo that's gonna be interesting when that does come

in handy eventually we need 10 Primrose though so shows applying a whole bunch

down now just to spread it out a bit reckon I will now hopefully they'll grow

and yeah multiply if all goes well there are currently no animals or any type of

animals at all actually in the lush area right now which is a bit concerning

hopefully we can do something about that I mean I'm yet to actually unlock an

animal for lush I think it could be wrong though oh hang on oh sorry buddy

I didn't mean to plant you out there I'll put you down there oh my god I just

put on lizard out in the middle of nowhere it's gonna die isn't it I don't

have enough money to actually move him I don't have enough money to save this

lizard oh yes I do hang on hang on hang on

transplant with a lizard area down here no it's not down here where's a lizard

area bro oh my god time of crisis I'm failing miserably

that's not lizard area where is it down here there did I save him

yes we save the lizard we just dropped in then whoa that was close

well Oh Jay that could have ended very badly but the lizard's okay guys what's

starving out here rabbit why don't we have a rabbit starving out here that's

not good what do you like to eat rabbit you should like vegetables carrots and

flowers too lights carrots and flowers are there not enough flowers out here

lives in biome doesn't really matter does it flowers

tamam plants flowers daisies daisies should be able to go here surely we

increase the edibility as well pansies to start breeding pansies while we're

here as well okay we'll do that

edibility lots of well we have heaps of daisies here okay

let's increase edibility on the daisies just to make them more you know edible

I'm assuming that's what it means I mean I really would hope so right Bree

said ability a bit more their 5000 DP done let me just make sure the pansies

come through for us here Tim progress right now but that Daisy

could die we're just gonna watch her for a second then we head back to our

lashline okay almost there guys done okay so where is it down here

panties I'm assuming they like growing down here next to the daisies yes they

do that's fine that's all done great stuff okay we the way to now we'll head

back to lush is that quest completed yet yes it is blush is complete we've

unlocked a bear finally do we unlock the bad guys in 54,000 DP done we now have

the bear species awesome now bear doesn't live in lush surely they would

live in woodland or forest right Alysse jungle no no bear there has to be

woodland forest yeah there it is forest

135,000 dpi there Wow okay well we have the bear there's no mission for the bad

just share that I can see that's okay though filter unstarted these are the

unstarted ones picking out bananas produced trout eats and so we have on

your pipe but I'm a farmer picking out beavering away

mountaineering gold carrots eaten I really do want to get the golden carrots

one but it's very expensive man cleanest rabbits still starving right now by the

way I do not like that I put day these next to him and pansies but that's not

what he actually eats root rabbit root vegetables fruit bushes and fallen fruit

so there is a whole bunch of apples down here I think I'm gonna put down small

apple trees that could be it though for real apple tree

put down a whole bunch more apple trees ideally I should be fine for them to

actually increase the productivity yes we can just increase productivity there

the apple tree that should hopefully help the starving bunnies just turn on

multitask guys and hit so many things up at once

okay so beaver away even one of the most interesting

creatures equilinox if you place them in an area near to the

water with trees they will starts the process of building a lodge they will

cut down trees and use wood to build a lodge at the water's edge I don't think

I actually have a beaver right now Eva's dance evolves from a rabbit okay mr.

rabbit I have a whole bunch of you I know that much the rabbit's about to die

we don't wanna look at him right now probably we want healthy rabbits so

there hopefully wrap it up here sort of does it hare we can evolve it's above

the desert hair quickly I'm also just trying to unlock all these different

specimens down or Spacey's specimens where to go well there is that was close

all right mr. desert hair what am I sure I get your environment

done rights lives in by desert hair so many chuck them in the desert I'm

assuming let's hope I don't kill him straightaway get ready everyone nice it

is loving it is loving and look at that full health and full environment now

what do you eat buddy you eat small plants are small cactus and you're gonna

be very happy here my friend selectively breed speed disease resistant make

changes color and increase the size just increase the size a little bit more then

I'm not too sure that's gonna do in the long run

see what else we go going on oh that's right when you go out to the rabbit

everyone beaver bulrush times three and wobbly tree times 1 so that's swamp

isn't it we need a rabbit near a swampland not too sure how much either

trees are actually or the rabbits can I like being in a swampland there's a bit

concerning to me lives in swamp dead tree willow tree swamp tree wait where's

the wobbly tree and I read that long wobbly trigger willow tree that could

have been actually been willow tree then I just read that completely wrong if

that is willow tree that's good so it makes a lot easier for me know that it

does say wobbly tree okay I'm gonna wobbly tree but the bulrush is swamp a

bulla rush I don't know how you pronounce it it wasn't biome grassland

it's just go no requirement wobbly wobbly wobbly wobbly there it is it

loves grassland so we need swamp and grassland do we how is that gonna work

dude below 20 meters as well we're in the swampland I think we got the lush

land down there unless bulrush or bella rush of bulrush whatever it is can live

in another area he likes oh hang on we likes dry land

okay no that's good for us dude okay okay hey not no worries we're in an area

for the babies to live out down here can everyon grasslands already here

so if I put down the wobbly tree below 20 meters at zero meters one meter as

like health going pretty poor environments bad apparently to a biome

grassland life species stones and birds they're like stones and birds a better

environment now anymore grassland though

am I gonna grass this up a bit more I

have to move it I think I put it too close there hero be a bit better put a

whole bunch of grass down here dude

spreads by and grassland without some daisies but I need rocks as well there

okay and nothing there okay there are signs 100% now this treason much when I

was not much much better will transplant it here even I'm more unhealthy Wow it

doesn't not like this area at all

57% grasslands not liking it still horizon testing spot for birds like

stones and birds super biome grasslands many birds around here doing then I

might be here I want to make sure they spread properly Sparrow Australia like

this area or not liking it so far now that probably trees much better we're

down three birds without some more stones maybe come on that tree must love

it now yeah it's better okay good again somewhere now it's like the Breen

make it a bit bigger it's like to breathe the the sparrows as well made

them a bit bigger others sure the purpose of making a bigger will be but I

guess you know better breeds in the future perhaps what are they one of

these guys are you gonna be careful here

okay well I don't go to where they eat I

have no idea I'm not too sure they eat everyone but okay no problems

so anyone wobbly tree and if I pulled a rabbit daddy now it's gonna happen much

a bit curious there's a bull rush there 29,000 DP right now for that what is

this like before I throw it down between minus 10 meters and 5 meters okay that

means it'll be right there right yep perfect good I write the money there

guys awesome reach the sides a little bit hopefully this spreads I really hope

this grows without fully he'll probably turn out but did good just any way for

it to grow now bit by bit

ideally that wobbly tree will spread every bull rush spreads as well as one

right there sweet a pink trees born with a mutation

where pink tree that's not pink that's green yes that's what it means my

mutation okay so we had a green pink tree excellent you can't even get that

you can't even actually modify that yourself that's really cool let's grow

more of them they're rare as then today is the case nice okay so wait what one

we're down here there we go ha see what we're doing down here

we go all the fish life I still have one tree then we have enough bulrush sure I

can where's the rabbits rabbit involved Aviva 115,000 EP Wow it's gonna be great

I don't think the rabbit has anything to eat around here though that's also a

problem

okay like I know you like the berries don't you hope so will you turn up sure

you turn up root vegetable yeah that's some turnips lives in grassland had a

plan B next we're at caret-- carrots

well rabbits getting pretty hungry I've lived through growth yes it did grow in

time great they grow just in time ladies and

gentlemen they select their breed increase edibility as well done awesome

so the yeah the rabbits breeded already already have another rabbit on the field

I kid you not to turn off oh okay it disappeared let's turn off that ability

for this one or not their viewfinder there we go nice

so you're loving your life on your little rabbit

passport a bit here good stuff so yeah everyone halfway through the week

cannot wait for the weekend dude it's gonna be amazing I'm just so tired from

work lucky you guys I have school and stuff I don't know if you're in holidays

now let me know in the comments if you are lucky you if you are its didn't any

more money here I'm thirty thousand DP right now we're generating 9000 DP per

minute which is quite nice we have a large amount of fish life here

with the turtle life there and lizard life great stuff

that's very cool man life's just taken on its own here all I really did was

place him down and that was it don't wake that pretty well a lot of

rabbits here though they're really smashing out the food aren't they

there's a little bit concerning for me what if they starve to death

solemn for now

it's evolved done stop reading we're breathing breathing breathing the

beavers now ladies and gentlemen

excellent the rabbits even those turnips like no tomorrow which is good there is

a nest in the wobbly tree there as well pretty sure you guys can see that nest

right there birds like the land in there and stuff see

pretty neat dude beavers almost ready to go by the way

one hour my desert hands are going let's have a look quickly that desert head

where is a stuck starving apparently what you like to eat buddy eights water

plants well should be water plants there yes there are like the breed I don't

like to break the water plants that's fine

does it has how you told them there are two of them here

big boys as well a lot of big boys

increased size again I'm gonna keep on increasing the size that does it hands

okay so looking around babies almost done guys

excellent they're ready yep that's it I got a beaver it's over man we've done it

babies very happy right now and eats water plants and tree bark we need water

plants maybe not we actually have bulrush this that's okay that's around

some tomato plants here just for the rabbits make them happy members no need

to plant so many that's okay that's probably bit overkill there guys

hopefully the babies will multiply you just chopped down a tree where they're

going spastic on the trophy this is one little baby's knocking down my whole

forest barrio game awesome though it's all working out pretty well

the tomato just sitting up here now good I don't know maybe someone's eating

these tomatoes or something teeny I'm Shirley Oh super nothing's eating them

right now hmm what should we do to help that everyone what should we put down

here when you somehow either the the berries make some more rabbit it's just

a rabbit area sure why not

you have more rabbits now at least dave is doing pretty good for himself right

now gonna increase the speed on the beaver as well over breeds just have

twigs everywhere now for him knocking down the tree you have the Bieber did

breed by the way now we have two of them there's a little dam how cool is that

that is so sweet dude a little larger the cause of the game

told me spilled by the way I believe how well this all worked out for real this

is great 20 for the day time to kick him you actually see the beavers bringing

back the little sticks you watch carefully you can see them do it they

were tossed complete beavering away as so cool you go his day time awesome

there we go there's a time everyone it's way for a be able to come by

you should come all the way back now it all around I can see them they're not

down a tree there you go great stuff are they building in more lodges or not I'd

say so

just watching here see what they're doing pretty cool very nice view while I

love the water in this game muddy effects that's great

our no worries that's done

not repeating your plate clamoring would lunch built 60,000 DP logarithm tasks we

have another task what's happening down here we have starving animals just

rabbits starving apparently just ate a carrot so anything to starving anymore

but tons of apple trees around here by the way darling rabbit might move him

down here then of 200,000 DP guys wow that's pretty crazy dude that rabbit

should be happy here at least surely yep there we go you just eaten there's a

rabbit paradise down here beaver paradise as well okay way down here duck

we have a duck that's very hungry poor duck they're all getting old and dying

out and our poor things 10,000 DP per minute by the way awesome

generating a whole bunch of money golden carrot she'll try and do the golden

carrot have a rabbit 8:24 gold carrot okay I don't know how I'm gonna do it

though we'll find out I was thrown a carrot I guess carrots throwing down

it's like the breed gold 269 K you're kidding me game 269 K I'm just put a

view finder on here see where the next one grows didn't have

enough at the moment

they wouldn't have enough money 260 walk' v j6 j ID everybody got enough

with a fresh one that's not fresh rent for a fresh carrot a pop up there we go

dad making big carrots as well okay see how this goes down better grow baby

I really hope so

what's that color natural color still no gold carrot just yet I swear if that

doesn't Brian let me so pissed I'm gonna say gold carrot just yet it was 200 K by

the way we're gonna rabbit ate it before it could grow properly what do you

reckon guys I really hope not

oh you're joking it's one okay we need as well with suspend that again

sure your gold Carol go somewhere I mean come on now that's 200k don't see it

nobody even make it read the bloody mmm the rabbits don't eat it just hogs and

so many rabbits around perhaps put the carrots down first they might be the

only option hey right now those rabbits love that carrot there's nice and gold

we're still happy you know it's definitely no dog carrot out here I'm so

mad it was 260k dude come on game stupid

rabbits sooner see any cold carrots the natural color natural Carlow natural

color the natural color right now and we got screwed over bit time have to try

again this one doing down here selectively breed yes about that

200k guys $200,000 wasted I'll turn 65 K actually all the normal carats draw of

course just remember that though I will try again soon

I say like red is spawn that makes sense I'm yet to see one okay almost at 265 K

again we could try again might actually ditch some of these carrots out here I

might have a better chance of growing its rating hey well you guys reckon okay

that's good choice mr. rhythm now

Henry these carrots out here leave something down there shut down one

carrot then I'll quickly try to breed it

it's a normal car get rid of that oh they'll all grow down there that's fine

serve me up enough so I can put down a Karen instantly train you know they're

gonna grow down here I hope so

tell us pretty bad though I don't like its health that's terrible health

any better health still bad health there's gonna cross land or walk Arne's

comes across land probably down here right do bad health

like species there's no like species around histones okay that's right okay

carrots are very happy now excellent lives in grassland carrot okay

there we go

doled done come on grow dude bro yes we did it we did it everyone we have gold

carrots now I kid you not we actually have gold carrots I make this huge as

well if I can that's great how they look to God carrots any different yeah they

look they actually look gold that's awesome

alright so let that won't get eaten that one's definitely insane

I'm assuming so anyway yep there we go

it was a fresh one we have heaps of carrots everywhere now

so many gold carrots everywhere you're kidding me that is pretty funny

I saved the breed edibility all the way through the roof

30,000 sure restoring the ones are the mass availability

it's worked out very well it's a crazy bigger size

we go made them big carrots oh yeah everything's going very well in I game

now dude I'm very happy thank God for the golden carrots man and came through

for us at the end don't really generate that much extra deep either over oh well

I might have to transfer the bunny wrap it's a bit further down there's a little

bit further down I reckon they're hopping around everywhere now very sweet

but don't want them dying off that's the problem there makes sure that we have

enough creatures all around here they're actually fine now how long until this is

done and reward no where's the carrot 1 5 out of 25 golden carrots eaten okay we

have rabbits down here now so that's good the large amount of our population

there mmm interesting these little rabbits are starving apparently

surely not it's heaps of carats everywhere isn't it and it died won't

have enough carrots because they're not running all the way down here also I

might not have enough standard carrots for the bunny population and maybe a

tower growing it I reckon we are that's okay we'll figure

it out put a whole bunch of carrots down here ideally they'll grow to a nice size

and the carrot other bunnies will hit them all but deleting the most most of

the carrots in my yeah they're growing again good nice alright hopefully that

works out for the best eleven thousand a paper minute right now

24 karat gold is completed 15,000 DP nice that's a recurring quest there as

well if we think there's a DP guys every time awesome

okay Holly bush

one logarithm for our 20 trees cart 50,000 DP get babies cut down 20 trees

Wow okay the Beavers will hammer that out hopefully butterfly population

that's I have 12 butterflies in the world what's a boy that's an

unrepeatable quest either that's a proper quest okay it's more butterflies

apparently I'll just throw some more down here you guys put some more

butterflies down eight of 12 now me 38k right now they're done waiting for the

next butterfly to be born hopefully one is born soon lot of lights are start and

there we go everyone we did it 25,000 EP honey I'm home task is that a bear

mission this says honey all hive counts no it's not okay neither have a hive

with honey that's why we need the bees sweet

now I understand but this area's all done guys we're pretty much safe here

legit so good I can increase the baby's speed if I want to though made them

faster do their job better try make fast beavers

who's starving now you know I hear these little rabbits are starving

any more carrots plum or carrots down

trying to like to breathe em increase the edibility there we go see how that

goes ideally it's gonna grow some proper ones

just got eaten straight away hope they're gross proper carrots there we go

a hundred and fifty edibility good

strange duck has been born why is it strange color what color is that it's

just a blurry dark okay cool let's breed him make him bigger when a

Big Blue Duck everyone then way from the hatch

I play does Brizzy that's not blue that's yours Oh Shelly to me okay or

teal that's a yellow dr. Barry to me legit getting fatter as well these

colors are changing oh there we go now change their rabbit on its own down

here I rent tomato plants out here well they grow and they growing good treat

edibility

there we go evidence minor plants will spread ideally they should surely let's

have a look a magnifying glass

just watching here

trying to wait to see a hired ability there it is 115 percent that worked good

stuff I think the babies have enough trees as well here which is good

we have 118 edibility down here let's transplant that all the way down here

there 13% edibility even bigger increase

sweet

lots of 118 134 % edibility there good stuff dude

as that's all worked out bully bush and watch the Fox

silence fox hunting from dusk till dawn music track have a go eat 20 holly bush

i think i have a go do i know i don't if i was from a sheep okay oh this is she

be alright we need 35 percent snow and above 50

meters right how the hell am I gonna get snow spreads biomes snow probably

I like nothing except a fairy tree Bluebell holly bush so if i put down

this tree what's gonna happen there we go put down the tree

well generate snow it literally generates scenario I kid you not he

likes large rocks you're kidding me it's very happy no way dude you're kidding me

that's awesome there we go it's a snowy environment we

now have a small environment guys there you have it we have all types of frickin

biomes going on right now in this world unbelievable

all right where's the Sheep let's move it there we go not enough dp2 evolved

with joy 18,000 okay that should be pretty easy gonna start breeding there

we go started breathing then keeps moving out

of frame

right stuff guys there's our little sheep let's work that gray I love it man

absolutely love it so ideally that's going to keep in frame down the snow

stay in the snow nice we did it we got to go that go be fine up here

what does it like to eat fallen fruit fruit washes small plants there's gonna

starve we need a berry bush where as a variable

shear between 45 and 60 meters altitude the holly bush lives in biome grassland

where is it with the bush gotta find the berry bush guys maybe I'm blind berry

bush so go start breeding just start bringing this quickly for that goat dies

it's not dying yeah that's good this is selective read a big go disease

resistance and increase the speed I got a fire scope they're cool but now a

holly bush as soon as possible then we start that whole biome off as

well pretty straightforward okay put this

down just their holy bush done this modify it said ability make it bigger

there we go so now it's gonna start spreading like wildfire then we get the

great mission done guys as well so the goats on its home right now and there's

two of them great holly bushes growing they should eat the holy brush obviously

the goats well I do hope so they're not starving just yet they've got a they're

eating from the bush good we spread out there the hills up here grass turf why

is grass turf up there I have no idea like at this age through the grass turf

spread snow they go to put that small trees spreading with snow around it's

working out pretty well put down the rock so actually they're growing good

now they're growing all right everyone well that's worked out brilliantly I

really hope you all have enjoyed today's episode I reckon I want to wrap it up

here thank you all so much watching let me know if you did watch the end if you

do want to see more of course I'm of course gameplay vids 24/7 thank you so

much for tuning in what an interesting episode it has been today dude for real

we've got so much done and I reckon we're almost done with the

equilinox though as well since we're almost finished all the tasks sad to say

I know it's not much else I can really do

either way yeah thank you all so much for tuning in we'll catch you all

tomorrow for next episode all right it's gonna be a hell of a good one I'll see

y'all then Z round

For more infomation >> Equilinox Gameplay #8 - BEAVERS BUILD A DEN! - Walkthrough PC - Ecosystem Simulator - GPV247 - Duration: 42:45.

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Fitness with Ralph: Build a Strong Foundation - Duration: 2:03.

For more infomation >> Fitness with Ralph: Build a Strong Foundation - Duration: 2:03.

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How to build a great CRO program? [Karl Blanks and Ben Jesson, Conversion Rate Experts Interview] - Duration: 45:38.

OK. I'm very happy to talk to you both

Ben and Karl the founders of the conversion optimization agency

Conversion Rate Experts and also authors of the book Making Websites Win. yeah so

I got your book and this was also one of the reasons to reach out to you guys

because I'm doing a special research for airline conversion optimization and

I couldn't think of any better experts to provide advice than the authors

of the special book. And if I'm not mistaken you guys also are one of the

the people who started the CRO term back in 2007 yes?

That's right yes it was, originally we actually trademarked it because it was the name

we named our system that and then it became like a general use term.

So yeah we still think we still might technically own a trademark for it but

maybe that one we might have let it lapse I can't remember.

Ok, great.

So looking back, because I think you trademarked that term ten years ago or 11

years ago, if you went back, in this last 11 years and up to now

the plenty of CRO real projects that you guys did and the book, how far do

you think that the whole CRO, let's say industry or the discipline has come.

I think it it's a lot more sophisticated. When we started we were used to speak

at web marketing conferences and our first slide was explaining to people

what conversion meant and we had like a definition

and to most web marketers at the time it was a brand new term that

they hadn't heard of before and so that's changed, and also back then most

websites it's hard to remember but most websites were kind of broken in some way

it was so that almost every checkout process had something that

only a genius could actually work out how to make the way through it,

so yeah it's surprising when we look back at screenshots from those days as to how

much more sophisticated the web is and how much less broken the web is but

still having said that still most web sites are far from optimal,

most websites still, you know people still struggle with websites

you only have to do a user test to see how difficult users still find it to actually make decisions

but the level of difficulty is different to what it used to be.

If I refer to our industry to the airline industry

I still see examples of websites like you said, that is almost impossible to

complete the booking, but there are also some that are quite good.

Actually I would say, no one need to criticise anyone but then,

clearly going ahead in doing so, the airline industry is, the typical

user experience for buying flights is still quite bad

It´'s not just the user experience, it's the kind of hopeless way these websites are

and even if the website's got an amazing user experience

how confident are you to actually buy that service or to book that trip.

And quite often you leave a website with a hell of a lot of questions around,

are they really the best service provider what are their hidden catches, do they have these

kind of up-sells and cross-sells that I'm not aware of yet,

you know how do I know that they've got a good reputation,

so I'd say the usability of the websites has improved some what.

But again most websites still aren't particularly persuasive or reassuring when it comes to actually booking

when it comes to actually booking

there is still a nervousness when you put your credit card details and thinking

will I make a mistake here, or is this the right company for me.

So when we talk exactly about that, not only about making websites work

but making a persuasive website that addresses all the friction points

and also motivates people to make the purchase

it's what you call the scientific approach to website design and optimization

What do you think are now currently the key bottlenecks for companies

that want to start with that process

why do you think that so many still don't do it.

I think the first one is that people still don't understand why it's such a good idea

Some companies who've done it and had loads of success with it

only notice in retrospect what a difference it made to

the economics of the business. And in our book there's a section called "The Power

Law of CRO" where we are actually explaining them in mathematical terms,

economic terms why a 20 percent increase in conversion rate on a page

has much more than a 20 percent increase in the business's profits.

And until we first released that as an article that summer,

I would say until then I'd never seen an explanation in math term

as to why profits are surprisingly sensitive,

really surprisingly sensitive to conversion and I think that's something that

most businesses, not just in the airline industry but most businesses still don't

really get it but a 10% increase in profit can make a difference between

being loss making and profit making.

So basically because of people failing to

understand this equation, the double effect of conversion that has both on

the revenue and the cost they still mostly invest money in marketing

in getting more people to websites like in digital advertising. Is this what you're seeing?

Absolutely it's the fact that when conversion is done right

the unit costs of acquiring a customer become... if your conversion rate increases

you can go from not being able to afford say paid search traffic

to being able to be hugely profitable on it, and once you're profitable on it

then you can afford to buy more,

which brings a quantity or scale and we're talking here about gross profit

so then the affect, because most web businesses are platform businesses

where the fixed costs are relatively relatively significant

then the economies of scale are huge so it all has roll-on effect.

There is this little diagram in our book, I don't know if you're allowed to publish that diagram?

Yes I will share it in the article.

We'd be happy to let you have the text from that if you wanted

to somehow give it away to users, because it's important to the whole web design industry really

because it's the most important phenomena in web design

and no one seems to know it actually.

And weirdly financial directors, they get it straight away,

because they are used to scenario sensitivity modelling and

scenario modelling so FD's get it straight away because that's the

language they speak, but weirdly it's actually more arduous to explain it to

a marketing director often.

So if I relay this to the survey, the research that we do in Diggintravel

which is basically where we analyse the state of the airlines

and we will analyse 38 airlines in this year's survey. I see two groups of airlines,

the ones that are at the beginning of this journey and still don't understand it.

They are having trouble convincing to start to get stakeholders buy-in

and there is a second group which understand it, build their team, but they

now struggle how to scale, how to do more how, to do really experiments at a large scale.

So if I go back to this first group I think understanding this

economics and this equation, this formula that you said, I think this is

the key to getting the approvals and the resources.Many people say

I don't have the resources, I cannot get the funds from the FDs.

This is what I think is what you are trying to tell. If you understand this equation then

it shouldn't be that difficult to convince your FD to get the resources.

One thing that's interesting in an industry like travel is as you mentioned

you've got two different segments of business,

you've got kind of the the airlines that were traditionally created as offline businesses

and work through travel agents and kind of offline marketing

brand marketing and all that sort of things and they're typically organizations that

are like operationally kind of offline, for the lack of a better word, and then when

you look at the new kind of wave of companies in travel, companies like

Expedia, Google, hotels.com, booking.com, all these different travel organizations,

also Airbnb, they were kind of taking the market share, and they're just a very

different type of business, no one at Google is having to go and find

budgets to run experiments, or to work on the user experience, or to

get data to understand how to improve their website.

So one challenge I think the airline industry has

especially the more traditional companies in this market

is they don't necessarily have the culture and the expertise in hands

in order to run the kind of experiments, in order to get the kind of data,

in order to make the decisions. Because in reality if they don't have the

budgets, if they can't persuade the CFO to invest in a better user experience

and to invest in tools to help them measure whether a change of

websites has improved sales or decreased sales, then they don't stand a chance

against the type of companies that have been created today.

And it's similar in a lot of industries like finance and media and publishing and retail obviously has

already been through this. Companies like Blockbusters versus Netflix .

This background like you said, even within the airlines they are the LCCs,

the low cost airlines, some of the new ones where the e-commerce is

their only channel and they have more of this mindset, and for some

the e-commerce is still one of the channels and it's 20 or 30% of the sales

then this mindset, and the history of the whole organisation it's much more difficult.

So I agree it's a great observation.

The ones that do understand and they would like to start but

are still at the beginning, what would you advise how to start how to do maybe

the first test or how to how to go about the CRO?

I guess the obvious one is to kind of be clear across the whole organisation as to the

metrics that are important to measure success, because it's no good running out

there and getting a split testing tool if you're not testing the right stuff.

And it needs to be discussed at a senior level and it's a strategic decision,

it's where do we want this business to be in 5-10 years time, where do we see it going

because too many especially large organisations, they will end up optimizing

things like click-through rate or these micro conversions

that might improve the website mildly or might help them get some statistically significant results

but don't really change the business itself. So the first thing that

we say to our clients is what's your vision for the company where do you

see you competing in the future, what market are you trying to

dominate and how are you going to dominate this market. And what are the

real core metrics in your business that mean you'll be able to measure your

progress to that goal and it really does start with measurements. Once the

company's got an idea for what It should be measuring. The next thing to look at

is what's working and what isn't and on the website that can be pretty

simple you know you can see which parts of your funnel people drop out at

you can see the areas where you might get a high volume of customer service

complaints or custom service calls. You get to see on review sites the things that

people do and don't like about your service. So it's really kind of

understanding your position in the marketplace alongside why your customers

currently use you and why qualified prospects don't use you and that's tough

for the website because you don't necessarily interact with these people

and it takes a while to kind of create that tacit knowledge especially if

you're just relying on web analytics data. And a large proportion of the book

is dedicated to how do you really understand your visitors and your

customers so that you can design pages or user experiences that are better than

the ones that they're currently experiencing.

I understand.

Like you said I love the examples of the ways that people can get feedback from.

Because analytics is the obvious thing to look at first.

But I think the one luxury or one advantage that most of the

airlines have is that they have websites with immense amount of traffic and users,

so even running an ad hoc, in my experience when we did some optimisation

projects, even running ad hoc surveys, asking people why they buy or

didn't buy, or what was the key pain points. Looking at the reviews it's a lot

of data. But like you said I think it's trying to optimise this for the core, the

true metrics and then don't apply or use these learning and then just to do

the small hacks and optimise for not relevant metrics.

A really quick tip, we've done a lot of work in travel and we've gone in rented space in

airports for the day to conduct usability tests, to show people the websites

to watch people going through the process. And it's sort of a quick win

I mean, if even a user tests on airline stewards and stewardesses haven't

way and up literally on the planes themselves just watching customers go

through the process. And in airport stores we've conducted trials and user

tests, so finally just getting in front of the customers listening to them,

watching them. There's no excuse if you're in the travel industry, there's plenty of

people sitting around waiting for something to happen.

And like you said the culture and the change. So for the airlines or the ones

that are starting to build their their teams, the CRO teams, usually what I see is

at least part of the expertise or part of the team, and I also see

this in the surveys, is usually outsourced to company's experts like you guys.

So what do you think also when they try to install a CRO champion, or a

process leader in-house and other people, and then coordinating with an agency

what do you see are the core skills of a good CRO expert

or of a person who would be managing the program in-house?

The first section that is one of the core skills i'd say lots of it, there's two levels

of persuasion, one is actually persuading the customers to become visitors and the

other is is persuading within the organization that this is worthwhile and

to actually communicate and persuade the benefits and so we always say,

don't underestimate, yes it's important for every page to have a compelling

persuasive headline, that is what the user wants, but then don't forget that

you don't just switch those skills off when you come to announcing to the

team or to the management what you've achieved.

There's still the persuasion and the championing of it within the organization.

Knowing enough about the business

to be able to show it in terms of a cost-benefit analysis,

in terms of an like mitigating the risk by showing that we're running this test

and if it gets attempts, an improvement of 20% improvement here's

what it'll be worth and if it loses then here's what it'll cost us and the likelihoods.

There's a lot to be said for educating people and also

showing it in a same way a process engineer would show

optimizations in terms of the risk, the cost, the likelihood of success, the cost

of implementation, the time of the implementation and selling the whole

company on this lean iterative approach where realistically no one's taking

anything like the risk that they would in a different approach.

I mean the great thing about a/b testing is you save the decisions until after the

tests run, so where is it used to be the company would make a big decision then launch it

so with a/b testing the only decision you make is to run a two-week

test and then the decision gets made once you know whether it improved the

business or not. Which is an easy type of decision to make. So I'd say lots of

the skill there is knowing, identifying who in the

organisation makes decisions who in the organisation can get things done.

In the same way that we do when we look at a website we're looking at the

flows of visitor through different pages and try and look for where the

bottlenecks are. There's also a similar activity that can be done within the

organisation is to look at the last 10 projects that went

live on the website and then say what did they have in common and what did the

ones that were great ideas but never actually went live have in common.

Because sometimes you find that actually the only things that go live on the site

are the ones who went through this person.

So getting this internal buy-in to recognise the decision making process.

Absolutely!

Analysing the decision making process in a way a proces engineer would,

in the same way when you look at a river

and you can see the main river and then the streams that lead into it and

the tributaries that lead into that. Thinking of the businesses that in terms

of things that go live, and working out where the flow is within the company of

things that go live. We've got a whole load of

internal documents of techniques for getting things to happen within a company.

And like I said, one that works ridiculously well for example

is if the client has a lot of processes that stop them from putting

things live in terms of compliance, then we say okay then what tests can we run

where we literally copy and paste things that exist in other parts of the

business and have already gone through compliance and will actually create a page

that's all these different parts. So compliance have already agreed to all of

the materials and sometimes in like you know travel or financial services,

something that's heavily regulated you can put a test live, that would

otherwise take ages in terms of getting it past compliance just because it's

already been approved and we're not actually creating new content.

There's a whole load of little techniques and strategies for making things happen

in a big organisation. More editable.

I understand this part is often

underestimated how to make things done within the organisation, how to run

new things, new experiments, new optimization, how to get it in production

or in testing as soon as possible.

And on the other hand let's say once you know that

for example in your teams when you're looking for- I saw on

your page that you're looking for CRO experts- what are you looking for in

these people, what is the typical profile of a good CRO expert?

Great question.

It's a very entrepreneurial skill set because it's kind of, in the

same way as an entrepreneur can be found or a CRO needs to be good at

sales and marketing, recruitment and finance, maybe raising money and

hiring and building company culture HR, all these things that you need to know

are often of a quite different worlds.

So you need to know about direct response marketing and about persuasion

To sell it's to create your website to robot salesperson, then they say the

right things at the right time to the right people automatically.

Sales and persuasion is critical. Also you need people with good understanding of user experience.

Of creating usable, not just pages, but usable workflows.

And it's a technical discipline you know there's a/b testing, there is web analytics

there is creating the pages themselves. So it's a tough gig.

because you need to appreciate these disciplines and you

also need to be an experienced practitioner in these disciplines.

The one thing that's interesting is when you pull them all together it kind of

combines, you create a superpower which not many people have

and not many companies have. And when you can pull these things together

either as an individual person you can then go in like literally double and triple

businesses in a matter of months or years.

Or even if you can put them together within an organisation, so you get your sales team

speaking to your web analysts, you get your web analysts and your sales team talking to the designers

and your copywriters and your customer service team, and you kind of build all these

what are typically disciplines that stand alone, and put them together.

It's amazing what kind of knowledge and experience a lot of people

in organisations have, they just have to write on the day to all the right people

talking to each other. So yes it is a multidisciplinary skill but but in the

same way that being a company founder or CEO is, its being good at lots of things

but understanding and appreciating the importance of them.

They always tend to be like sponges

people who just constantly learn and acquire.

I think everyone who we know who's great at it, is constantly learning

interested in everything. Good on the science and engineering side because

engineering is building things that work and this is building something that

works, but also you're not so much building things out of HTML,

you're actually kind of building things out of thoughts and ideas.

And it's working on the users, it's a psychological thing so in some ways

it's the engineering side of buildings that work, but on the other side it's the

field of human interaction.

Weirdly it's the same Venn diagram that Steve Jobs used to talk about a lot

of the intersection of the science arts and the liberal arts and I think it's it's

that same kind of person. If someone's great communication wise and

can make you laugh and seems to know everything about everything

and also is good on the analytical kind of building things and tinkering with them

until they work, those people tend to, people who are great at conversion

tend to have both of those. Always have both of those.

I agree.

I think the intrapreneurial part and the sponge part, the learning part are

two themes that you wouldn't usually expect when you ask about them, but come together most

of the time. Because it's really understanding the whole picture.

And I see a lot of times in the industries, when people read a lot

about these simple hacks and try to copy and then we miss this whole part of real optimization basically.

Also people who have respect for it,

people who, it surprises us how sometimes someone would have the potential but

they don't get excited about usability, or they don't get excited about

psychology or about the design or whatever

and so there's definitely an element of that as well

That there are some people that don't get it.

we can excite people about it. Some people read our book

and it's like a literally life-changing event and some

people don't seem to get so excited about it and don't want to read books

about this kind of thing. And I'd say that's definitely a surprisingly strong indicator

It's almost like colourblindness or something.

Where if someone doesn't get it straight away then it's a sign.

One thing that should be obvious but it's kind of not is that most of

the web has been built by I guess technical people or people from a technical background,

But the most successful websites are built with a

real empathy and understanding of the user situation and you are so far from your users

when you are designing a web page in WordPress for example, or you're looking

at a web analytics report. And I'd say the big mistake that of almost everyone

makes, and we've all been through these watershed moments where we

think, hang on a minute these aren't just pixels on a graph, these aren't just

users scrolling through a page. Imagine if we had a thousand people queuing

outside the door in the office right now who wanted what we offered but for

whatever reason they couldn't get it or weren't persuaded by it.

You just go and ask them and the biggest breakthroughs that we have with our

clients is when we immerse ourselves in the users and the users problem in the

user experience and you kind of become, yes there's a whole

section on the book about it, of becoming the customer and having that empathy and

that understanding. And it's often something that many of us as web marketers

or Internet entrepreneurs we don't do because we are physically

detached from these people.

It's a really valuable skill and that's all mentioned earlier

but touch it to anyone working in an airline would be to get to the airport with

your laptop and do some user tests, because there's no barrier to entry.

Actually some of the best, I did a case on one company that is called Transavia the

Dutch low-cost, they did exactly this. So they had these agile

meetings with people. They took the designers and web developers to the

airport to listen to these people, because like you said, these guys are

very technical and a lot gets lost in translation when they get their requirement.

So this I think was exactly the same and a very good example.

So one topic, because I know you guys don't have that much time to talk with me

I could talk about this for days, is the scaling part,

so as I said the second group- we addressed the first one, what kind of

skills you need, how to get the buy-ins and these initial CRO pains-

the second group that I see, especially the ones with digital in the background

I see they want to run tests but they are a little bit limited of how many they can do.

And to catch up, even in the travel, with the best like Airbnbs with Ubers of

the world, with Booking.com that runs thousands of experiments,

this is where we sometimes struggle to take the next step.

So what do you think in your experience with the companies that you guys helped,

or you saw internally that are really good at that,

what do I think is a good recipe for a bigger scale of CRO?

I think the main one, people think bigger scale and immediately think more people.

We actually find that often the more people who are on a project, if there are like

15 people on a project like on all the catch-up meetings

I think that often is a negative indicator of the velocity of the project

and in theory it shouldn't be, there's no reason why, but there's no reason why

it couldn't be both. But there's definitely a phenomenon whereby a

company with large teams definitely don't on average work quicker.

So I think it's much more about looking at the- we spend a lot of

time on looking at the bottlenecks for implementation, and sometimes

they're technical, and when they are technical it's either because they have

technical debt on the code, or that they are creating code that's as technical debt.

So sometimes we will just end up simplifying the code for the client

just so they can run tests quicker. Sometimes it's because the tests

that are being suggested have been designed without a thought as to how

they can be so and I enjoyed it is - they can be implemented.

Sometimes one designer could create a test that might take a month to implement

whereas one person could think, actually I can work out a way of getting this

same effect on the user, using the existing you know CSS styles,

or just by placing an extra sentence in somewhere.

So there's a massive amount of opportunity for that.

I think you were about to ask something before?

One thing that you said talking about technical debt, I see a

lot of airlines, they say we have such a big product roadmap.

Do you see having a dedicated also development team, because this

is one team that I saw having a dedicated development team for

experiments like a parallel to the product development roadmap is something

that you see and would advice ?

Definitely useful! We often end up providing the

development for our clients because it's quicker for us to do it.

So it's better to do the whole thing?

Yes we found that increasingly, if we do the development,

or at least get very involved with the development

on the clients side, then it speeds things up because we know how to

implement tests that don't become huge, painful projects.

But definitely someone needs to be working on this,

it's important . What's more important than being able to

implement new pages when all you are running is a website?

This is important stuff this should be top priority if we're running a test

that might increase the website's conversion rate by 10%,

surely that deserves... We shouldn't be stuck for people who can code it up.

It should go without saying but I'm gonna say it anyway, obviously getting wins

is the most important thing. Because the biggest mistake we've seen people make,

is they'll go and sign a contract for some split testing software,

then they'll drag all the developers into a meeting to get the testing software set up,

then they'll kind of go through

the procurement process with their legal department to get the contract signed,

and then they'll initiate loads of ideas from their colleagues and what we can test.

And they'll test bad things that aren't going to massively grow the business.

What typically happens if you just rush to get the testing software and you rush to run tests,

what we often see is you'll just have no significant results, the tests will be inconclusive

and they'll never end, or you'll want to run another test because everyone's just sick of waiting

and nothing actually happens that grows the business,

and by far the most important thing you can do if you want to scale CRO in your organisation

is get winning results. Actually you know create money, create value, create a better user experience

create a more profitable booking engine whatever it might be

and and once you've got measurable results, then you can use that

case study to sell it internally. You know one of our clients in financial services

went from a team of, I think it was just one guy when they originally hired us,

and now he manages a team of over a hundred who, their job is

the conversion department, and they have

different departments across different brands within the organisation, across

different products within the organisation and they share their case studies

they have kind of internal meetups where all the conversion team

gets together and they presents what they're working on and ideas they're having

and what's worked and what hasn't worked within the organisation,

but the whole thing comes to life really, when you're creating the wins

because it's the wins that pay for you to grow the team or to grow your capabilities.

To get that enthusiasm in the company to say - hey come and have a look at what's

happened over here!

I understand. And to get the wins we get

back to the things that you said initially. To really understand the user research

really understand what are the key pain points and what are the key

drivers to overall conversion.

Take the time to really create tests that are gonna be exceptional

and that will pay off in terms of getting buy-in from your colleagues.

All of a sudden that, you know $100,000 that you

spent on a split testing platform will seem insignificant when you've

generated an extra million of profit. It's a lot of money.

And the opposite approach is what lots of companies do, and fails...

My father used to be a professional photographer and people always, amateurs

would always want to talk to him about cameras and lenses and things

and he would say don't spend the money on a camera,

whatever money you're spending on a camera spend all that on film, which kind

of shows the age of this story. Spend all the money on film, take loads of

photos and get things happening.

Basically, the reason your photos aren't better isn't because of

the camera, but it's because you need to develop the skills, and I'd say

a good fraction of what we do these days is... Any company can sign up for the a/b

testing software, but what really makes it successful, as Ben mentioned is

by helping the clients to create an in-house conversion capability which is

not about the tricks and it's not about the software or the tools.

It's about how building together a functional,

as opposed to dysfunctional team. Make websites that work.

It's effectively like in-house and creating like a lean startup within the

organisation, so the company can actually you know the CRO department thrives

rather than... what happens in lots of companies where

they can't even make updates to the website without it being a huge job.

I agree.

So maybe last thing to conclude, you talked

a little bit about this at the beginning. Maybe some specifics or observation from

somebody from the outside of our industry like you guys,

you talked a little bit, about this specifics of the trail booking funnel and where we fail.

You Ben mentioned persuasion elements and what I see now

the typical booking funnel of the travel where you have search results for the

flights or hotel rooms, and then they sell add-ons and where you can really see

which companies do the CRO or not, is the copy for example.

Typical airline copy for the bag would be, do you want to

add bags? Or add bag and $10 and that's all. So it's not optimization.

Do you see anything else in the booking funnel or in the whole process

that you see specifically and you would think there are ways to improve it?

I would say airlines make every mistake in the book

and I would say there is no one particular thing.

From the very start you know there'll be

people who arrive at the site and don't know exactly where they're going to go to.

And the airlines typically do a bad job of that. Then people know when

they're going but they don't know exactly which dates, or they are flexible on

dates and most airlines do a bad job of that.

The search and filtering is often painful. Working out the logistics of getting a flight

is difficult because obviously people need to get to the airport beforehand

and need to allow a certain amount of time.

The airline websites don't help with that.

The actual booking process, the seat finder is normally painful to use.

And there's often like genuine glitches

where you'll lose your data or you don't know where you are in the process.

There's still that passport. I don't think there are any stages of booking flights

that aren't still... You know in the usability,

Obviously there's the usability and then the persuasion I would say most

airline websites are still stuck on the usability side. Persuasion doesn't even,

it's not even at the level where the persuasion starts to come in.

The usability is almost always the basic stuff to get out of the way.

In 20 years time, or now even in 10 years time,

booking a flight is not going to be anything like as painful as it is now.

But yeah I think when we will look back on how airline websites are right now,

it'll just seem like almost comical in 10 years time.

I think it's in some examples- I just did one last case study and if you look at

the history of the web sites you can see how Ryanair's page evolved.

And basically it's completely different. Like five years ago it looked like a flashing billboard,

and now I think there is some of this progress in usability

showing you basically the schedule, the destinations

more seamless way and then up-selling stuff like bundling together services.

So I think some of the things are picking up

but like you said at the beginning, they are still stuck at usability.

Look at our book here and in section three is making websites win,

the most common problems that make web visitors abandon, proven and easy to implement solutions.

I've just skim read through all the chapters on there and

there's not a single one that doesn't apply to airlines. no no not even that,

there's not a single one that i've not struggled with and failed within from

the airline website. so yeah i don't know.

Good, good.

So there is still a lot of work for all of us right?

Fortunately yes, and they're always will be, because

the more successful you are at this, the more you discover opportunities

to try and persuade a new segment of user, or to try and advertise with a new channel

So yes, you mentioned earlier, one of the skills of

someone that's good at conversion, i'll say one of the skills is to kind of

always know that you don't create perfection. There's always more you can do

to improve the user experience. There's always more you can do to be persuasive.

And as customers get more demanding they demand better

experiences of us. So I guess one important aspect of doing conversion

is staying humble and knowing that you've still got a long way to go.

If only we were all allowed to do the same thing to airports.

That's part of the user experience I would say it's much more.

Nobody is a/b testing the experience in the security check.

It amazes us how so much of the efficiencies created by air travel

are absorbed by inefficiencies in the airport.

Planes allow us to travel thousands of miles

in a matter of hours, and then quite a few of those hours are soaked up

by the airport on things that aren't crafted to the same level of engineering.

But in future life we will all move over onto working on that.

Thank you to both, I think this was great

and as I said I will recommend your book to

everybody who wants to either start with the CRO, or wants to learn more.

I think it's a lot of great ideas and I am looking forward to get more stuff,

or more interesting cases from you guys. Apart from the book where can the Diggintravel readers

find your material?

It's at : Conversion - rate - experts.com

So if you just search for conversion rate experts plural, then we've got a whole

load of articles and we write the articles to be useful we

write them as if we're writing to a family member who's working,

struggling with all this kind of thing. So we don't publish anything unless we know it works

And as a result we've got, and that it's

actually genuinely useful in terms of being worthy of people's time, and

worthy of implementing. And yeah, our followers include people from

Apple, Facebook, Google, Dropbox and you know all the companies

that we've worked with and helped to grow. Definitely some useful stuff in there.

Thank you very much again to both Karl and Ben and this was great, yeah?

Yeah it was great yeah, good questions Iztok!

Cheers bye