The Inside Scoop on Trulia's Best-in-Class Optimization Strategy
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The document outlines Trulia's successful optimization strategy, highlighting its data-driven culture, testing processes, and collaboration with Crometrics. Trulia conducts over 100 tests annually, emphasizes results sharing across various management levels, and fosters an environment where ideas for testing can come from any department. Key achievements include significant lead and page view increases from specific tests, showcasing the effectiveness of their approach to optimization.
The Inside Scoop on Trulia's Best-in-Class Optimization Strategy
- 1. The Inside Scoop on Trulia’s Best-in-Class Optimization Strategy (And how to apply it to your business)
- 2. Gaurav Hardikar Sr. Product Manager @truliarentals Chris Neumann Founder/Principal @CROmetrics Cara Harshman Content Marketing Manager @caraharshman Meet Our SpeakersNeed talking points to introduce each of you
- 3. Webinar Format An interview w/ Chris, Gaurav, and You! Ask Questions! •Tweet @optimizely •Use the chat or questions panel …and we’ll ask them live
- 4. • One-stop-shop for consumers searching for real estate. • Millions of Page Views per day. • Monetizes by lead generation. • Best-in-class in optimization. About Trulia
- 5. About CROmetrics •Full service CRO – 10 person team, half engineers. •Won 3 Opties this year for our work with Trulia & 99designs. •CEO/GM, VP Marketing, VP Product typically call on CROmetrics as a partner. There’s Chris
- 6. Setting the Stage: Trulia’s Success •Awards •Better Together Award for a custom integration between Optimizely + Omniture •Developer Extraordinaire •Experience of the Year •100 tests/year I’ll give a short blurb about why we’re having this webinar with Trulia of all companies, explain their success with testing backed by the Optie Awards
- 7. The Inside Scoop on Trulia’s Best-in-Class Optimization Strategy • Achievements in testing • Optimization team structure • Company culture • Testing process • Sharing results & executive buy-in
- 8. Trulia’s Testing Team & Program
- 10. Trulia’s Optimization Tech Stack •Optimizely •Desktop web •mWeb •Omniture
- 11. What does the testing program and process look like at a high level? •Using Optimizely and CROmetrics for 1 year •New test every 2-3 weeks; 100+ tests per year •Test on staging, deploy to live using an audience cookie •Test again, then deploy to full audience.
- 12. How does Trulia’s company culture foster optimization? •Internal culture is very data driven •Lack of ego •True meritocracy - No HiPPOs •If data shows it works, we will build it
- 13. •Focus testing on search results page, rental PDP pages (this is where all the traffic is) •Review key business results from testing •Lead Conversion, Reg, Saves How does Trulia use testing to achieve business results?
- 14. How are results communicated to senior management? •C-level: Overall metrics improvements, details on an ad- hoc basis •VP Level: Overall metrics on each test cycle, highlighting on successful tests •Manager Level: Involved in the outcome of every test
- 15. How does Trulia come up with ideas to test? •Good ideas come from everywhere: Upper management, design, product management, engineering, support, etc. •CROmetrics provides industry level learnings and “gut check” on inbound ideas •Product manager coordinates through data, intuition
- 16. How does Trulia share the results of completed tests? •Central page for completed tests •Weekly A/B testing meeting to share across consumer products •What is running •What is coming up •What is getting normalized •Optimization Champion coordinates this
- 17. Examples of Testing Wins
- 18. Infinite Scroll Test 15% leads increase 60% pageview increase
- 19. Mad Libs Form Test 15% leads increase
- 21. •Nimble team that isn’t afraid to make a decision. •Right metrics to align and optimize for. •A company culture with an appetite for rapid experimentation. Keys to Success
- 22. Q&A
- 23. Thank You! Contact chris@CROmetrics.com with any follow-up questions