FOWA London 2015 Testing different versions of your site can be hugely distracting; it’s both trivial and non-trivial, and terribly time-consuming. Layer-based iterative development can help by effectuating all changes in the user’s browser instead of the site’s backend. Manu will present this new approach to developing the best performing version of a site using the Frosmo javascript tag and SaaS platform. Together they can save time and let those most interested in the results be in charge of the tests, without putting your site at risk.

1. Let non-developers develop your site
Manu Raivio - Frosmo

2. Let non-developers develop your site
Manu Raivio - Frosmo
DON’T

3. Can you
please…?
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4. 2 versions of any
website:
- Deprecated
- Not yet built
4

5. Could
we try…?
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6. + Segment, track, run
variations…oh and…!!
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8. “Don’t speak Klingon
to me and just use the
magic force Gandalf!!!”
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- Every Steve Jobs wannabe ever -

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11. Solution?
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12. Root access to all
employees
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13. ALL
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14. Thank you!
Q&A
14

15. …ok. No.
Don’t do that.
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16. FROSMO
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Frosmo is a SaaS platform that allows
you to use a Javascript layer to
develop targeted versions of your
service on the end users’ browser or
mobile application.
It’s 10x faster and more cost-effective
compared to other methods

17. WITH FROSMO
YOUR SERVICE IS
DEVELOPED AT THE
END USERS’
BROWSER
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18. BACKEND CONSISTING OF MULTIPLE SOLUTIONS
DATA-LAYER
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HOW?
BROWSER OF THE END USER
EVEN MOST COMPLEX
MODIFICATIONS ARE POSSIBLE
PERSONALISED TARGETED
INTELLIGENCE IN THE
LOCAL STORAGE

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Frosmo Javascript built-in features
• Immediately usable features
• New features every month
• Stable releases
Frosmo Javascript custom
• Allows totally custom modification per
customer
• Totally independent from Frosmo’s normal
release cycle
Architecture
API
• Frosmo reads DOM (Document
Object Model) hence we can
understand the service structure in
the browser and modify any
element/part
• Frosmo uses Datalayer to
understand communication of
different systems in the browser
• Frosmo supports feeds for any data
that is not available from the
browser to create any kind of
dynamic content
Modular structure

20. Integrations:
• Analytics: GA, Piwik, SAS
• Email: MailChimp, Apsis,
• Ad-servers: Double Click,
Google Adwords, FB,
Adtech,
• CRMs: SAP
Scalable database:
• All content is on the
customer’s servers, thus our
costs are minimal
• MySql, Redis, Infini DB
• Script is loaded through
Amazon S3, or independently
from any server
Secure and fast:
• Audited at bank-level against
hacks and a acks by 3rd
party
• Choose load method to
ensure fast load-times
• Doesn’t interfere with core
platform functionality
Architecture
Frosmo Javascript built-in features
• Immediately usable features
• New features every month
• Stable releases
Frosmo Javascript custom
• Allows totally custom modification per
customer
• Totally independent from Frosmo’s normal
release cycle
API
Architecture
Modular structure

21. Implementation is easy
One Javascript tag
No integrations, no changes to your CMS.
On any page where you place the tag you can modify
anything.
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22. and YES IT WORKS
WITH Single Page
Applications LIKE
Angular, responsive sites,
mobile apps…
YOU NAME IT
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23. Boolean Operator Segment Builder
+ Control Group
Always isolated for transparent comparison in
order to learn
Must be segment based
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24. FROSMO DOMINANCE
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In Finland
International

25. CAN YOU DO…?
YES.
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"At first I didn't believe half of what Frosmo promised to be able to
do and achieve. A er working with them for a while I've
discovered that with Frosmo we can test and learn significantly
faster what works and what doesn't.
With Frosmo it's very fast to create and manage multiple tests
simultaneously. They are also a very innovative team. So far there
hasn't been a request they haven't been able to fulfil - and what
counts the most is that results have been (really) promising."
Tomi Maaniemi
E-Commerce Manager at Finnair

27. BACKEND CONSISTING OF MULTIPLE SOLUTIONS
DATA-LAYER
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THE FROSMO APPROACH
BROWSER OF THE END USER
EVEN MOST COMPLEX
MODIFICATIONS ARE POSSIBLE
PERSONALISED TARGETED
INTELLIGENCE IN THE
LOCAL STORAGE

28. FROSMO DATA-LAYER
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THE FROSMO APPROACH
BROWSER OF THE END USER
EVEN MOST COMPLEX
MODIFICATIONS ARE POSSIBLE
PERSONALISED TARGETED
INTELLIGENCE IN THE
LOCAL STORAGE
BACKEND CONSISTING OF MULTIPLE SOLUTIONS
A POPULAR CMS?
A CUSTOM WEBSITE?
3rd PARTY INTEGRATION
NOBODY KNOWS?
NO PROBLEM!!

29. BACKEND CONSISTING OF MULTIPLE SOLUTIONS
FROSMO DATA-LAYER
29
THE FROSMO APPROACH
BROWSER OF THE END USER
EVEN MOST COMPLEX
MODIFICATIONS ARE POSSIBLE
PERSONALISED TARGETED
INTELLIGENCE IN THE
LOCAL STORAGE

30. Get your finger out of
your back-end!
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31. A real life example:
Saunalahti
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32. Mobile and ISP
• Part of Elisa
• €1.54 Billion Revenue, Nasdaq Helsinki
• 2,3 million customers
• Vodafone’s partner network
• Saunalahti is the consumer devices branch
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33. Practical Example
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????

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40. IT’S NOTHING
COMPLICATED
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Single URL
Front-end
Dynamic
CMS
Shop CMS
Shop
Front-end
Back-
end
Inventory
Cookies
Recs
Engine

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Website
CMS Shop CMS
Shop
Back-
end
Inventory
Cookies
Recs
Engine
3 (or more) simple steps:
1) Convince IT of your little project
2) Get them to stop EVERYTHING ELSE
3) Get a project manager!
4) Allow 4 months technical development
5) LAUNCH !!!! Measurable results half a
year later!
6) Realise a problem with initial setup
7) Convince IT that your little project is
still a good idea…

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Website
CMS Shop CMS
Shop
Back-
end
Inventory
Cookies
Recs
Engine
5 simple steps:
1) Conduct feasibility and ROI
assessment
2) Meet Product Management and
Engineering
3) Prioritise feature ahead of all other
product plans
4) Allocate resources
5) GET Measurable results in half a year!!!
THE
METHOD
Introducing:

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46. Result
• Gangstas
• 1.4% CTR
• Shopping cart
• 33% CTR !!!!
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47. The Frosmo way
• ~15 hours work for Frosmo
• 3-4 hours work for Saunalahti
• No IT-integration needed, simply placing the Frosmo
tag on their site
• And…it took 3 weeks from IDEA to LAUNCH!
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48. IT’S A COMPLETELY
NEW WAY TO
DEVELOP YOUR
SITE/SERVICE
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49. 1. DEVELOP SERVICE
10X FASTER
2. BECOME CUSTOMER
CENTRIC
3. ALIGN
ORGANISATION
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50. The Story of Frosmo
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Nordic
Technology
+60 employees Founded in 2008
150 clients
Investors - Chairman of the board Nokia
70% market share in the Nordics
Based in Helsinki
UK, France, Spain, Germany/Austria/Switzerland, Italy, Poland, Turkey,
Malta, Russia and Nordic Countries
in-browser
development
solution
SaaS

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THANK YOU!
Q&A?
@FROSMO
@MANURAIVIO