how to turn your optimization team into a revenue doubling machine

How to Turn Your Optimization Team into a Revenue-Doubling Machine

Cara HarshmanContent Marketing Manager Optimizely

Chris GowardFounderWiderFunnel

Shane HaleDirector, Site Optimiza-tion & Conversion DMV.org

@optimizely @chrisgoward @shanehale7

Your Speakers

Chris GowardFounderWiderFunnel

Shane HaleDir. Site Optimiza-tion & Conversion DMV.org

Cara HarshmanContent Marketing Manager Optimizely

@optimizely @chrisgoward @shanehale7

Housekeeping

• This webinar is being recorded

• A copy of the slides and the recording will be sent to you tomorrow

• Enter your questions in the chat box

• Let us know your thoughts! Use @optimizely, @chrisgoward, @shanehale7

@optimizely @chrisgoward @shanehale7

We partner with high traffic companiesfor high impact optimization

• Conversion optimization strategy, design, testing & insights

• Every WiderFunnel LIFT System™ client has 400% to 1500% ROI

• Email us at iwant@WiderFunnel.com

The biggest questions in optimization

@optimizely @chrisgoward @shanehale7

• How can we get consistent optimization results?• Is there an optimization ceiling?• How should we respond to losing tests?• How do I build a winning optimization team?

@optimizely @chrisgoward @shanehale7

We simply organize the DMV

• Privately owned company, established in 1999, and Headquartered in Encinitas, CA

• Content-Driven Site covering Motor Vehicle Related Tasks in all 50 States

• 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

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Insurance Funnel

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13% Revenue Per Visitor Lift

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The Situation Three Years Ago• High Volume website with a one-person optimization team

• Leveraged an ad server AB Testing and Optimizely for UX tests

• Revenue was reported in Adobe Analytics

• 4 - 8 tests per month

• “Hunt and peck” optimization strategy

• Confidence in test results was lacking

• Unknown optimization opportunity

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The best optimization process aims for results and insights

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13% Revenue Per Visitor Lift

DistractionClarity

ClarityValue Proposition

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Optimization Insights LIFT™ and Testing

The Optimization System™

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The right Value Propositioncommunicated with Clarity

in a context of Relevanceavoiding Anxiety and Distraction

and adding high Urgency

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The LIFT Model™

(Note: For more info, google “WiderFunnel Lift”)

AnxietyDistraction

RelevanceClarity

Urgency

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The LIFT Model™

(Note: For more info, google “WiderFunnel Lift”)

AnxietyDistraction

Relevance Clarity

Urgency

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Personalization is a hypothesis until it’s tested

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Relevance: This could be more specific to my location.

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A

B

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A

B

5.4%

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State segmented results range:

60% to 70%

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Mobile is a segment too

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A

BMenu Usage 53.8%

Search Usage 16.6%

The Question: Are mobile menu labels needed?

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Goals• Reduce CTA pixel space• Maintain or increase

revenue

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A B C 1.7% 13.3%

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A B C

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16.3% 13.4%A B C

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CONTROL

VAR A

VAR B - GIF

VAR C

VAR D

VAR E

5.33%

4.17%

7.10%

-0.57%

89.63%

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Product Click-Through Rate: 89%

Revenue Per Visitor: 74%

Off Site Conversion: 81%

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This isn’t a unique result.

Check this out...

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18.8%

11.8%

0%

32.8%

0%

36.8%6-months of testing

The Question: Are A/B Test Results Sticky?

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18.8%

19.7%

11.8%

0%

11.4%

106.9%

0%

13.4%

123.7%12-months of testing

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Was that just a fluke?Let’s try again in year 2...

On the *same* conversion funnel.

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7.3%

15.9%

12.8%

0%

27.7%

79.2%

}Insights

24-months of testing

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7.3%

15.9%

12.8%

0%

27.7%

79.2%

90.3%Year Two: Results Confirmed, Again

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Here’s How Far We’ve Come• The right goals – with SiteCatalyst and Optimizely

integration

• The right process – using WiderFunnel’s Optimization

System

• The right team – integrated between DMV.org and

WiderFunnel

• The right pace – now running 500+ tests per year

• The right results – revenue doubled two years in a row

(on pace for year three too!)

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Keys to Success

• Senior-level buy-in was critical to success • Track the right goals• Trust the process over the non-winners• Include the “left-field” variations• Analyze for segmentation insights

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What’s Next?

• Continuing the process in year three• Following the insights from year two• Moving downstream to partners• Stronger shared insights database with LiftMap

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Q&A

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Thank You!

You will receive a recording of the webinar in the next few days.