How Optimizely Uses Optimizely - Opticon 2017
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The document discusses Optimizely's approach to experimentation, detailing their continuous optimization process that involves generating hypotheses, executing experiments, and analyzing results. It highlights the importance of personalized experiences for different user personas and the use of first-party data to improve engagement and conversion rates. Additionally, it emphasizes the future focus on increasing experiment velocity and the need for collaboration across teams to enhance experimentation efforts.
How Optimizely Uses Optimizely - Opticon 2017
- 1. opticon2017 How Optimizely Uses Optimizely Takeshi Young Web Marketing Manager, Optimizely
- 2. opticon2017 Introductions Takeshi Young @takeshiyoung Web Marketing Manager @bwll Front End Engineer @bradtaylorsf Senior Front End Engineer Bryce Wellington Brad Taylor
- 6. opticon2017 Experimentation Hero Kyle Rush Director of Optimization
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- 14. Experimentation as a continuous process • Generate hypotheses • Scope requirements • Prioritize experiments Hypothesis generation • Execute experiments or personalized campaigns • Real-time performance monitoring Execution • Build new features or experiences • Determine target audiences • Develop creative assets Design and development • Reporting and analysis • Determine next phase of experiments based on results Analysis
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- 16. opticon2017 One System to Rule Them All
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- 22. opticon2017 Experimentation Hero Kyle Rush Director of Optimization
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- 25. opticon2017opticon2017 Q: What is Optimizely doing today?
- 26. opticon2017 ● Add to Cart Clicks ● Cart Abandonment ● Completed Checkout ● Pages per visit ● Article Completion ● Ad Viewability ● Return Visitors ● Subscriptions ● Qualified leads ● Lead conversion rate ● Paid ad conversions ● Increased awareness What are your sites objectives?
- 27. What content do we experiment most with? • Homepage
- 28. What content do we experiment most with? • Homepage • Glossary Pages
- 29. What content do we experiment most with? • Homepage • Glossary Pages • Resources
- 30. What content do we experiment most with? • Homepage • Glossary Pages • Resources • Paid Advertising Pages
- 31. What content do we experiment most with? • Homepage • Glossary Pages • Resources • Paid Advertising Pages • Optimizely Login Page
- 32. TravelRetail FinanceB2B Media Personalize the story per vertical
- 33. Program ManagerExecutive Different content for each persona Developer
- 34. opticon2017opticon2017 Q: How does Optimizely use Optimizely?
- 36. opticon2017 Extensions Reusable templates built using HTML, CSS and JavaScript, to help both technical and non- technical teams run experiments and personalization campaigns faster
- 37. opticon2017 Stats Accelerator Intelligently adjust traffic to speed up experiments
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- 41. opticon2017 Testing offers with scrollpop • Highest performing assets • Organic traffic • Accelerate Impact
- 42. opticon2017 Symmetrical Messaging • Consistency with ad copy • Increase conversion rate • Save money
- 44. opticon2017 Account Based Marketing • Tailored experiences for target accounts • Firmographic Information
- 46. opticon2017 Results • 1.5% increase in engagement • 113% increase in conversions to the products page • 117% increase in conversions on the “Test it Out” CTA to start the account creation process
- 47. Hero Extension • Enablement • Scaled to 60 experiences • QA
- 48. opticon2017 Behavioral Targeting • Recommend assets using firmographic & behavioral targeting • Extension built by FunnelEnvy
- 52. opticon2017 From 1 to 60 to Infinity
- 53. opticon2017opticon2017 Q: What does the future look like?
- 56. opticon2017 More experiments = more wins!
- 57. What is preventing us from running more experiments? • Many experiments require developer involvement • Experiments go untested due to resource constraints • Experimentation is not part of a user's content creation workflow
- 59. Share and update content across the entire customer journey Knowledge Base Academy Developers Marketing Community
- 60. Module - Hero Split Module - Media Showcase Module - Media Showcase Module - Media Showcase
- 61. Module - Icon Cards Module - Center Content Module - Media Showcase
- 63. Split Page Testing, using Fullstack • Launch experiments from the CMS • No developer needed • User is not redirected to a new page • Optimizely Web is great for small changes • Optimizely Full stack enables us to experiment with completely different layouts
- 65. Launching Experiments From Your Content Management System
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- 67. opticon2017 Recap 1. Get everyone involved 2. Use a partner to help you along the way 3. Define clear objectives for your site 4. Segment your visitors 5. More Experiments = More Wins
- 68. opticon2017 Q&A