eBay Partner Network & Optimizely: Optimization Best Practices
- 1. Optimization Best Practices with Optimizely Speakers John Toskey Director, Global eBay Partner Network Evan Kravitz Sr. Account Executive Optimizely
- 2. • Optimization: What is it and why is it important? • About Optimizely & Case Studies • Optimizely Demo • Best Practices for Getting Started with Optimization • Q&A Agenda
- 3. • Small changes can produce dramatic results • One size does not fit all; understand your key audiences • Getting started in easy; just go to www.optimizely.com/plans and create a free account! Key Themes
- 4. The Digital World Demands Improvement We know the digital world demands improvement of messaging, ads, offers, etc.
- 5. The new B2C marketing competencies focus on user identity data and personalization, with a goal of having the right content and experience for each user (during the 3 seconds they are looking at the page). - TechCrunch
- 6. For Every $92 Spent on Acquiring Customers Only $1 is Spent on Optimization
- 7. Industry Leaders Use Optimization as a Cornerstone of their Digital Strategies “As Google does, most of our work is proven or disproven by A/B testing. Only that which leads to an improved experience gets rolled out to everyone.” - Netflix Investor Relations “It’s really important to get it out in the market and test it with people to see what they think.” - Mike Schroepfer, CTO of Facebook
- 8. Unlocking the Power of Optimization $100mm Campaign Donations Optimizely’s CEO knew the value of optimization & used it to help the success of the Obama campaign.
- 9. What is Optimizely? Empowering the World to Turn Data into Action.
- 10. CASE STUDY – CODE.ORG GREW FASTER THAN FACEBOOK, TWITTER, INSTAGRAMAND LINKEDIN…COMBINED. -Non-profit organization that launched in 2013 -Goal expand access to computer science -Backed by people like Bill Gates, Mark Zuckerberg -Over 91 million participants
- 11. Code.org Nonprofit backed by Bill Gates and Mark Zuckerberg 91M participants to date
- 12. Transform Marketing Campaigns Simple copy experiments garnered 12 million additional participants +40% Participants Headline and CTA Control Winning Headline and CTA Variation
- 13. CASE STUDY - DMV.ORG INCREASED REVENUE 2X TWO YEARS IN A ROW THROUGH TESTING & OPTIMIZATION -DMV.org is a privately owned company founded in 1999 -Content-Driven Site covering Motor Vehicle Related Tasks in all 50 States -Goal is to empower people in their DMV experience by putting them in control -Over 200 million Visitors Annually. Over 500k Visitors Daily -Primarily Performance Based Advertising Models
- 14. • Client of Optimizely for 3+ years • Running 500+ tests per year • Revenue has doubled two years in a row through testing and optimization Iterative Testing Approach Drives Big Results
- 15. DistractionClarity ClarityValue Proposition DMV.org - Insurance Funnel
- 16. +13% Revenue per Visitor Control Winning Variation DMV.org - Insurance Funnel
- 17. DMV.org – Personalization Case Study
- 18. A B ê 5.4%
- 19. State segmented results range: ê60% to é 70%
- 21. Your Team
- 23. Optimization Encourages Constant Iteration and Discovery • Data is actionable, improvement measurable, and risks calculated • Iteration through testing is the first step • Dynamic experiments enable new discoveries
- 24. Goal Alignment
- 25. Balance Exploration & Refinement
- 26. • Small changes can produce dramatic results • One size does not fit all; understand your key audiences • Getting started in easy; just go to www.optimizely.com/plans and create a free account! Key Takeaways
- 27. Thank You!