THE OPTIMIZELY EXPERIENCE 
Matt Althauser 
GM EMEA, Optimizely
AGENDA 
10:05 - 11:15 Optimizely Experience Keynote 
11:15 - 11:45 Case Study: The Student Room 
11:45 - 12:00 Break 
12:00 - 1:00 Optimisation Roundtables 
1:00 - 2:00 Lunch 
2:00 - 2:30 Case Study: Haymarket 
2:30 - 3:15 Creating a Testing Roadmap 
3:45 - 3:45 Case Study: StubHub 
3:45 - 4:00 Closing Notes 
4:00 - 5:00 Networking Drinks
OPTIMIZELY 
Matt Althauser, GM EMEA
Enable the world to turn data into action
OUR STORY 
Obama 
Campaign 
2008 
Optimizely.com 
Launches! 
2010 
YC 
2009
DEMO
AN EXAMPLE: CODE.ORG 
Hadi Partovi, Founder
CAPITALIZING ON TRAFFIC 
+12 Million 
Original Winning Variation 
additional 
participants
CAPITALIZING ON TRAFFIC 
Students Organizers 
*Hadi Partovi, “Simple Testing Can Boost CS Education 29% Overnight.” 
PR Launch! 
A/B Testing Begins 
Winning A/B Test ! 
Variation Implemented
OUR STORY 
Optimizely.com 
Launches! 
Obama 
Campaign 
YC 
2008 2009 
2010
Targeting 
2011
OPTIMIZE EVERY CHANNEL 
Content Marketing 
Paid Marketing 
Email Marketing 
Organic Traffic 
Lead Acquisition 
Social Media
AN EXAMPLE: LIFTOPIA! 
Dave Nuffer, Product Manager
OPTIMIZE EVERY CHANNEL 
Organic Search 
Paid Ads 
(Search) 
Direct Traffic 
Avg. $ Size Avg. $ Size 
Avg. $ Size 
% Conversion % Conversion 
% Conversion 
= Online Revenue
OPTIMIZE EVERY CHANNEL 
+20% 
additional 
conversions 
Original Landing Page Pared-Down Variation
OPTIMIZE EVERY CHANNEL 
+23.7% 
additional 
conversions 
Original Date Selection Page Pared-Down Variation
AN EXAMPLE: BLEACHER REPORT 
Peter Hastie, Frontend Development
CAPITALIZING ON TRAFFIC 
Original Current Variation 
+764% 
social media 
followers
CAPITALIZING ON TRAFFIC 
Implemented 
optimization strategy 
*Peter Hastie, “Optimizely Developer Showcase,” OptiCon 2014.
Targeting 
2011 
Mobile Web 
2012
AN EXAMPLE: RENTPATH! 
Scott Ehly, Site Optimisation/Usability Analyst
MOBILE WEB 
Original Variation 
+1.6% 
additional 
leads
AN EXAMPLE: VEGGIE TALES! 
Megan Bush, Conversion Optimisation Consultant
MOBILE WEB 
Original Variation 
+28% 
Revenue per 
Visitor
Targeting Mobile Web 
2011 2012 
Localization 
Localisation 
2013
The Optimizely Experience Keynote by Matt Althauser - Optimizely Experience London 2014
The Optimizely Experience Keynote by Matt Althauser - Optimizely Experience London 2014
Localization 
Localisation 
Targeting Mobile Web 
2011 2012 2013
2014 
Audiences
WELL-KNOWN EXAMPLES OF 
PERSONALISATION
AN EXAMPLE: IRON MOUNTAIN 
Eric Bruyn, Digital Marketing
PERSONALISING CONTENT 
+123% 
content 
engagement 
Variation - Original - No Personalisation Targeted for Healthcare
CUSTOMER SUCCESS! 
Steven Grijzenhout, Solution Architect Team Lead
The Optimizely Experience Keynote by Matt Althauser - Optimizely Experience London 2014
DEMO
2014 
Audiences 
Developer 
Platform
CUSTOMER SUCCESS! 
Adam Levinson, Customer Success Manager
The Optimizely Experience Keynote by Matt Althauser - Optimizely Experience London 2014
WHAT MAKES CLIENTS! 
SUCCESSFUL IN TESTING?
THE MILLION DOLLAR/EURO/POUND! 
QUESTION:! 
! 
HOW DO WE GO FROM
THIS
TO THIS
WHAT DOES THE DATA SAY?
The Optimizely Experience Keynote by Matt Althauser - Optimizely Experience London 2014
MORE DATA
MORE DATA
MORE DATA
The Optimizely Experience Keynote by Matt Althauser - Optimizely Experience London 2014
KEY FINDINGS 
• Correlation between business impact and # of tests run. (Not earth shattering) 
• Correlation between # of users and business impact. 
• People focusing on the right thing, can drive huge impact.
TESTING (LIFE) IS A FUNCTION OF:! 
HOW MANY / WHAT
PHILOSOPHIZING + TESTING 
TL:DR: Time spent / Impact 
• Success at the gym: How many times you go to the gym / what exercises 
you do 
• Success in your job: How long you work / what work you do 
• Success in your relationship: How much time you spend together / What 
kind of time you spend together
THE PROBLEM 
How can we run more impactful tests 
while decreasing the time spent to run those tests?
The Optimizely Experience Keynote by Matt Althauser - Optimizely Experience London 2014
The Optimizely Experience Keynote by Matt Althauser - Optimizely Experience London 2014
The Optimizely Experience Keynote by Matt Althauser - Optimizely Experience London 2014
WHY DON’T MORE PEOPLE TEST! 
HEADLINES?
KEY FINDINGS 
• Short lifecycle- an article lasts a day
KEY FINDINGS 
• Complicated process with a lot of stake holders.
KEY FINDINGS 
• Give access to your editors and your website could look like this…
OR THIS…
NOW INTRODUCING: ! 
REST API + DEVELOPER PLATFORM
DEVELOPERS.OPTIMIZELY.COM
2014 
Developer 
Platform 
Audiences Ecosystem
PARTNERSHIPS 
Tai Rattigan, Head of Partnerships EMEA
ECOSYSTEM 
• TECHNOLOGY PARTNERS 
• SOLUTIONS PARTNERS 
• COMMUNITY
TECHNOLOGY PARTNERS
The Optimizely Experience Keynote by Matt Althauser - Optimizely Experience London 2014
action! 
data! 
causal! 
inference!
Campaign Integrations! 
What will our ecosystem look like?! 
action! 
data! 
Audience Integrations! Goal Tracking Integrations! 
CMS Integrations! 
Analytics Integrations! 
causal! 
inference! 
! 
! 
! 
experience!
13!
SOLUTIONS PARTNERS
The Optimizely Experience Keynote by Matt Althauser - Optimizely Experience London 2014
The Optimizely Experience Keynote by Matt Althauser - Optimizely Experience London 2014
+ 
Training Certification
The Optimizely Experience Keynote by Matt Althauser - Optimizely Experience London 2014
The Optimizely Experience Keynote by Matt Althauser - Optimizely Experience London 2014
COMMUNITY
The Optimizely Experience Keynote by Matt Althauser - Optimizely Experience London 2014
The Optimizely Experience Keynote by Matt Althauser - Optimizely Experience London 2014
The Optimizely Experience Keynote by Matt Althauser - Optimizely Experience London 2014
Developer 
Platform 
Audiences Ecosystem 
Native 
Mobile
OPTIMIZELY 
Oren Cohen, UK Team Lead
2014 
Developer 
Platform 
Audiences 
Native 
Mobile 
Ecosystem
Enable the world to turn data into action
The Optimizely Experience Keynote by Matt Althauser - Optimizely Experience London 2014

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