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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
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@optimizely @chrisgoward @shanehale7
Your Speakers
Chris GowardFounderWiderFunnel
Shane HaleDir. Site Optimiza-tion & Conversion DMV.org
Cara HarshmanContent Marketing Manager Optimizely
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@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
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@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 [email protected]
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The biggest questions in optimization
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@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?
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@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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@optimizely @chrisgoward @shanehale7
Insurance Funnel
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@optimizely @chrisgoward @shanehale7
13% Revenue Per Visitor Lift
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@optimizely @chrisgoward @shanehale7
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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@optimizely @chrisgoward @shanehale7
The best optimization process aims for results and insights
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@optimizely @chrisgoward @shanehale7
13% Revenue Per Visitor Lift
DistractionClarity
ClarityValue Proposition
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@optimizely @chrisgoward @shanehale7
Optimization Insights LIFT™ and Testing
The Optimization System™
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@optimizely @chrisgoward @shanehale7
The right Value Propositioncommunicated with Clarity
in a context of Relevanceavoiding Anxiety and Distraction
and adding high Urgency
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@optimizely @chrisgoward @shanehale7
The LIFT Model™
(Note: For more info, google “WiderFunnel Lift”)
AnxietyDistraction
RelevanceClarity
Urgency
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@optimizely @chrisgoward @shanehale7
The LIFT Model™
(Note: For more info, google “WiderFunnel Lift”)
AnxietyDistraction
Relevance Clarity
Urgency
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@optimizely @chrisgoward @shanehale7
Personalization is a hypothesis until it’s tested
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@optimizely @chrisgoward @shanehale7
Relevance: This could be more specific to my location.
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@optimizely @chrisgoward @shanehale7
A
B
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@optimizely @chrisgoward @shanehale7
A
B
5.4%
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@optimizely @chrisgoward @shanehale7
State segmented results range:
60% to 70%
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@optimizely @chrisgoward @shanehale7
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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@optimizely @chrisgoward @shanehale7
Goals• Reduce CTA pixel space• Maintain or increase
revenue
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A B C 1.7% 13.3%
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@optimizely @chrisgoward @shanehale7
A B C
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@optimizely @chrisgoward @shanehale7
16.3% 13.4%A B C
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@optimizely @chrisgoward @shanehale7
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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@optimizely @chrisgoward @shanehale7
Product Click-Through Rate: 89%
Revenue Per Visitor: 74%
Off Site Conversion: 81%
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@optimizely @chrisgoward @shanehale7
This isn’t a unique result.
Check this out...
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@optimizely @chrisgoward @shanehale7
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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@optimizely @chrisgoward @shanehale7
18.8%
19.7%
11.8%
0%
11.4%
106.9%
0%
13.4%
123.7%12-months of testing
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@optimizely @chrisgoward @shanehale7
Was that just a fluke?Let’s try again in year 2...
On the *same* conversion funnel.
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@optimizely @chrisgoward @shanehale7
7.3%
15.9%
12.8%
0%
27.7%
79.2%
}Insights
24-months of testing
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@optimizely @chrisgoward @shanehale7
7.3%
15.9%
12.8%
0%
27.7%
79.2%
90.3%Year Two: Results Confirmed, Again
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@optimizely @chrisgoward @shanehale7
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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@optimizely @chrisgoward @shanehale7
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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@optimizely @chrisgoward @shanehale7
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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@optimizely @chrisgoward @shanehale7
Thank You!
You will receive a recording of the webinar in the next few days.