THE OPTIMIZELY EXPERIENCEMatt Althauser
GM EMEA, Optimizely
AGENDA
10:05 - 11:15 Optimizely Experience Keynote11:15 - 11:45 Case Study: The Student Room11:45 - 12:00 Break12:00 - 1:00 Optimisation Roundtables1:00 - 2:00 Lunch2:00 - 2:30 Case Study: Haymarket2:30 - 3:15 Creating a Testing Roadmap3:45 - 3:45 Case Study: StubHub3:45 - 4:00 Closing Notes4:00 - 5:00 Networking Drinks
OPTIMIZELY
Matt Althauser, GM EMEA
Enable the world to turn data into action
OUR STORY
2008
Obama Campaign
2010
Optimizely.com Launches!
2009
YC
DEMO
AN EXAMPLE: CODE.ORG
Hadi Partovi, Founder
CAPITALIZING ON TRAFFIC
Winning VariationOriginal
+12 Millionadditional
participants
CAPITALIZING ON TRAFFIC
*Hadi Partovi, “Simple Testing Can Boost CS Education 29% Overnight.”
PR Launch!A/B Testing Begins
Winning A/B Test !Variation Implemented
OrganizersStudents
OUR STORY
2008 2010
Optimizely.com Launches!
Obama Campaign
2009
YC
2011
Targeting
OPTIMIZE EVERY CHANNEL
Paid Marketing
Content Marketing Organic Traffic
Email MarketingLead Acquisition
Social Media
AN EXAMPLE: LIFTOPIA!
Dave Nuffer, Product Manager
OPTIMIZE EVERY CHANNEL
Organic SearchPaid Ads (Search)Direct Traffic
Avg. $ Size Avg. $ SizeAvg. $ Size
% Conversion % Conversion % Conversion
= Online Revenue
OPTIMIZE EVERY CHANNEL
Pared-Down VariationOriginal Landing Page
+20%additional
conversions
OPTIMIZE EVERY CHANNEL
Pared-Down VariationOriginal Date Selection Page
+23.7%additional
conversions
AN EXAMPLE: BLEACHER REPORT
Peter Hastie, Frontend Development
CAPITALIZING ON TRAFFIC
Current VariationOriginal
+764%social media
followers
CAPITALIZING ON TRAFFIC
Implemented optimization strategy
*Peter Hastie, “Optimizely Developer Showcase,” OptiCon 2014.
2011
Targeting
2012
Mobile Web
AN EXAMPLE: RENTPATH!
Scott Ehly, Site Optimisation/Usability Analyst
MOBILE WEB
VariationOriginal
+1.6%additional
leads
AN EXAMPLE: VEGGIE TALES!
Megan Bush, Conversion Optimisation Consultant
MOBILE WEB
VariationOriginal
+28%Revenue per
Visitor
2011 2012
Mobile WebTargeting
2013
Localization Localisation
2011 2012 2013
Localization Localisation
Mobile WebTargeting
2014
Audiences
WELL-KNOWN EXAMPLES OF PERSONALISATION
AN EXAMPLE: IRON MOUNTAIN
Eric Bruyn, Digital Marketing
PERSONALISING CONTENT
Variation - Targeted for HealthcareOriginal - No Personalisation
+123%content
engagement
CUSTOMER SUCCESS!
Steven Grijzenhout, Solution Architect Team Lead
DEMO
2014
AudiencesDeveloper Platform
CUSTOMER SUCCESS!
Adam Levinson, Customer Success Manager
WHAT MAKES CLIENTS!SUCCESSFUL IN TESTING?
THE MILLION DOLLAR/EURO/POUND!QUESTION:!
!
HOW DO WE GO FROM
THIS
TO THIS
WHAT DOES THE DATA SAY?
MORE DATA
MORE DATA
MORE DATA
KEY FINDINGS
• Correlation between business impact and # of tests run. (Not earth shattering)
• Correlation between # of users and business impact.
• People focusing on the right thing, can drive huge impact.
TESTING (LIFE) IS A FUNCTION OF:!HOW MANY / WHAT
PHILOSOPHIZING + TESTINGTL:DR: Time spent / Impact
• Success at the gym: How many times you go to the gym / what exercises you do
• Success in your job: How long you work / what work you do
• Success in your relationship: How much time you spend together / What kind of time you spend together
THE PROBLEM
How can we run more impactful tests while decreasing the time spent to run those tests?
WHY DON’T MORE PEOPLE TEST!HEADLINES?
KEY FINDINGS• Short lifecycle- an article lasts a day
KEY FINDINGS
• Complicated process with a lot of stake holders.
KEY FINDINGS• Give access to your editors and your website could look like this…
OR THIS…
NOW INTRODUCING: !REST API + DEVELOPER PLATFORM
2014
Developer Platform
Audiences Ecosystem
PARTNERSHIPS
Tai Rattigan, Head of Partnerships EMEA
ECOSYSTEM
• SOLUTIONS PARTNERS
• COMMUNITY
• TECHNOLOGY PARTNERS
TECHNOLOGY PARTNERS
action!
data!
causal!inference!
Campaign Integrations!
What will our ecosystem look like?!
action!
data!
Audience Integrations! Goal Tracking Integrations!
CMS Integrations!
Analytics Integrations!
causal!inference!
!!!
experience!
13!
SOLUTIONS PARTNERS
+
Training Certification
COMMUNITY
Developer Platform
Audiences EcosystemNative Mobile
OPTIMIZELY
Oren Cohen, UK Team Lead
2014
Developer Platform
AudiencesNative Mobile
Ecosystem
Enable the world to turn data into action
