Opticon 2017 How Optimizely Uses Optimizely
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Optimizely uses Optimizely to run experiments on various pages of their website like the homepage, glossary pages, resources, and login page. They experiment with content, layouts, and personalization to meet objectives like increasing engagement, conversions, and reducing costs. The future will see Optimizely running more experiments by making experimentation easier for all teams through tools that integrate with their content management system and enable experiments without developer involvement. They aim to get everyone in the organization involved in experimentation.
Opticon 2017 How Optimizely Uses Optimizely
- 1. opticon2017 How Optimizely Uses Optimizely Brigitte Donner VP Marketing, Optimizely
- 2. opticon2017 Introductions Takeshi Young Web Marketing Manager @takeshiyoung Front End Engineer @bwll Senior Front End Engineer @bradtaylorsf Bryce WellingtonBrad Taylor
- 6. opticon2017 Experimentation Hero Kyle Rush Director of Optimization
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- 14. opticon2017 • Generate hypotheses • Scope requirements • Prioritize experiments Hypothesis generation • Execute experiments or personalized campaigns • Real-time performance monitoring Execution • Build new features or experiences • Determine target audiences • Develop creative assets Design and development • Reporting and analysis • Determine next phase of experiments based on results Analysis Experimentation as a continuous process
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- 16. One System to Rule Them All
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- 22. opticon2017 Experimentation Hero Kyle Rush Director of Optimization
- 25. opticon2017opticon2017 Q: What is Optimizely doing today?
- 26. opticon2017 • Add to Cart Clicks • Cart Abandonment • Completed Checkout • Pages per visit • Article Completion • Ad Viewability • Return Visitors • Subscriptions • Qualified leads • Lead conversion rate • Paid ad conversions • Increased awareness What are your sites objectives?
- 27. opticon2017 What content do we experiment most with? • Homepage
- 28. opticon2017 What content do we experiment most with? • Homepage • Glossary Pages
- 29. opticon2017 What content do we experiment most with? • Homepage • Glossary Pages • Resources
- 30. opticon2017 What content do we experiment most with? • Homepage • Glossary Pages • Resources • Paid Advertising Pages
- 31. opticon2017 What content do we experiment most with? • Homepage • Glossary Pages • Resources • Paid Advertising Pages • Optimizely Login Page
- 32. opticon2017 TravelRetail FinanceB2B Media Personalize the story per vertical
- 33. opticon2017 Program Manager Executive Different message for each persona Developer BOLD IDEAS FOR GROW THCREATING A CULTURE OF EXPERIMENTATION DATA, DEVELOPERS, AND PRODUCT MANAGEMENT
- 34. opticon2017opticon2017 Q: How does Optimizely use Optimizely?
- 36. opticon2017 Extensions Reusable templates built using HTML, CSS and JavaScript, to help both technical and non-technical teams run experiments and personalization campaigns faster
- 37. opticon2017 Stats Accelerator Intelligently adjust traffic to speed up experiments
- 40. opticon2017 Testing offers with scrollpop • Highest performing assets • Organic traffic • Accelerate Impact
- 41. opticon2017 Symmetrical Messaging • Consistency with ad copy • Increase conversion rate • Save money
- 43. opticon2017 Account Based Marketing • Tailored experiences for target accounts • Firmographic Information
- 45. opticon2017 Results • 1.5% increase in engagement • 113% increase in conversions to the products page • 117% increase in conversions on the “Test it Out” CTA to start the account creation process
- 46. opticon2017 Hero Extension • Enablement • Scaled to 60 experiences • QA
- 47. opticon2017 Behavioral Targeting • Recommend assets using firmographic & behavioral targeting • Extension built by FunnelEnvy
- 51. opticon2017 From 1 to 60 to Infinity
- 52. opticon2017opticon2017 Q: What does the future look like?
- 56. opticon2017 What is preventing us from running more experiments? • Many experiments require developer involvement • Experiments go untested due to resource constraints • Experimentation is not part of a user's content creation workflow
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- 58. Share and update content across the entire customer journey Knowledge Base Academy Developers Marketing Community
- 59. Module - Hero Split Module - Media Showcase Module - Media Showcase Module - Media Showcase Module – Icon Cards Module – Center Content Module – Media Showcase
- 61. opticon2017 Split Page Testing, using Fullstack • Launch experiments from the CMS • No developer needed • User is not redirected to a new page • Optimizely Web is great for small changes • Optimizely Full stack enables us to experiment with completely different layouts
- 62. opticon2017 Demo
- 63. Launching Experiments From Your Content Management System
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- 65. opticon2017 Recap 1. Get everyone involved 2. Use a partner to help you along the way 3. Define clear objectives for your site 4. Segment your visitors 5. More Experiments = More Wins
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- 67. opticon2017 Q& A
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