optimizely experience customer story - atlassian
Post on 01-Nov-2014
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MARK HALVORSON • HEAD OF INTERACTIVE • ATLASSIAN SOFTWARE • @halv0112
A/B TestingHow to break things and fail fast…
without breaking things
We help great teams build better software, together. About Atlassian
• Products include: JIRA, Confluence, Bitbucket, HipChat…• Founded in 2002• Over 37,000 Customers• Over 700 employees globally• No sales people !
!
!
Think Big, Act Small, Fail Fast, Learn Rapidly.
" L E A N S O F T WA R E D E V E L O P M E N T ” B Y M A RY A N D T O M P O P P E N D I E C K ( 2 0 0 3 )
”“
Central “Growth Hacking” team to support: Atlassian A/B Testing is cross functional
• Email • Product Management • Customer Platform • Customer Advocates• Internal Systems
• Leads• Product Marketing• Support• Bitbucket• HipChat
SCHEDULE TO AVOID CONFLICTS
BUILD OUT GOOD CANDIDATES
TRIAGE BASED ON POTENTIAL IMPACT
COLLECT GREAT IDEAS
ANALYZE RESULTS
RUN EXPERIMENTS
Our Process
SCHEDULE TO AVOID CONFLICTS
BUILD OUT GOOD CANDIDATES
TRIAGE BASED ON POTENTIAL IMPACT
COLLECT GREAT IDEAS
ANALYZE RESULTS
RUN EXPERIMENTS
Our Process
Types of tests
• Pebbles• Change in copy or CTA presentation
• Rocks• New page (e.g. no Dev Tools family page)
• Boulders• Simplified order form
SCHEDULE TO AVOID CONFLICTS
BUILD OUT GOOD CANDIDATES
TRIAGE BASED ON POTENTIAL IMPACT
COLLECT GREAT IDEAS
ANALYZE RESULTS
RUN EXPERIMENTS
Our Process
SCHEDULE TO AVOID CONFLICTS
BUILD OUT GOOD CANDIDATES
TRIAGE BASED ON POTENTIAL IMPACT
COLLECT GREAT IDEAS
ANALYZE RESULTS
RUN EXPERIMENTS
Our Process
SCHEDULE TO AVOID CONFLICTS
BUILD OUT GOOD CANDIDATES
TRIAGE BASED ON POTENTIAL IMPACT
COLLECT GREAT IDEAS
ANALYZE RESULTS
RUN EXPERIMENTS
Our Process
SCHEDULE TO AVOID CONFLICTS
BUILD OUT GOOD CANDIDATES
TRIAGE BASED ON POTENTIAL IMPACT
COLLECT GREAT IDEAS
ANALYZE RESULTS
RUN EXPERIMENTS
Our Process
SCHEDULE TO AVOID CONFLICTS
BUILD OUT GOOD CANDIDATES
TRIAGE BASED ON POTENTIAL IMPACT
COLLECT GREAT IDEAS
ANALYZE RESULTS
RUN EXPERIMENTS
Our Process
Our Test Philosophy
• Everything affecting conversion is tested
• Be aggressive
• Regular cadence, no traffic wasted
Our Test Philosophy
• Everything affecting conversion is tested
• Be aggressive
• Regular cadence, no traffic wasted
• Never run a test that you wouldn’t want to win
Key Take Aways
• Ideas are everywhere collect as many as you can, prioritize based on impact.
• Use ticket number everywhere so everyone is referring to the same test.
Key Take Aways
• Ideas are everywhere collect as many as you can, prioritize based on impact.
• Use ticket number everywhere so everyone is referring to the same test.
• Involve stakeholders and developers… and get approvals.
Key Take Aways
• Ideas are everywhere collect as many as you can, prioritize based on impact.
• Use ticket number everywhere so everyone is referring to the same test.
• Involve stakeholders and developers… and get approvals.
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