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.
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Opticon 2017 How Optimizely Uses Optimizely
- 1. opticon2017 How Optimizely Uses Optimizely BrigitteDonner VP Marketing, Optimizely
- 2. opticon2017 Introductions Takeshi Young Web MarketingManager @takeshiyoung Front End Engineer @bwll Senior Front End Engineer @bradtaylorsf Bryce WellingtonBrad Taylor
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- 6. opticon2017 Experimentation Hero Kyle Rush Directorof 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 toRule Them All
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- 22. opticon2017 Experimentation Hero Kyle Rush Directorof Optimization
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- 25. opticon2017opticon2017 Q: What isOptimizely doing today?
- 26. opticon2017 • Add toCart 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 dowe experiment most with? • Homepage
- 28. opticon2017 What content dowe experiment most with? • Homepage • Glossary Pages
- 29. opticon2017 What content dowe experiment most with? • Homepage • Glossary Pages • Resources
- 30. opticon2017 What content dowe experiment most with? • Homepage • Glossary Pages • Resources • Paid Advertising Pages
- 31. opticon2017 What content dowe experiment most with? • Homepage • Glossary Pages • Resources • Paid Advertising Pages • Optimizely Login Page
- 32. opticon2017 TravelRetail FinanceB2B Media Personalizethe story per vertical
- 33. opticon2017 Program Manager Executive Different message foreach persona Developer BOLD IDEAS FOR GROW THCREATING A CULTURE OF EXPERIMENTATION DATA, DEVELOPERS, AND PRODUCT MANAGEMENT
- 34. opticon2017opticon2017 Q: How doesOptimizely use Optimizely?
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- 36. opticon2017 Extensions Reusable templates builtusing HTML, CSS and JavaScript, to help both technical and non-technical teams run experiments and personalization campaigns faster
- 37. opticon2017 Stats Accelerator Intelligently adjusttraffic to speed up experiments
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- 40. opticon2017 Testing offers with scrollpop •Highest performing assets • Organic traffic • Accelerate Impact
- 41. opticon2017 Symmetrical Messaging • Consistency withad copy • Increase conversion rate • Save money
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- 43. opticon2017 Account Based Marketing • Tailoredexperiences for target accounts • Firmographic Information
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- 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 assetsusing firmographic & behavioral targeting • Extension built by FunnelEnvy
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- 51. opticon2017 From 1 to60 to Infinity
- 52. opticon2017opticon2017 Q: What doesthe future look like?
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- 56. opticon2017 What is preventingus 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 updatecontent across the entire customer journey Knowledge Base Academy Developers Marketing Community
- 59. Module - HeroSplit Module - Media Showcase Module - Media Showcase Module - Media Showcase Module – Icon Cards Module – Center Content Module – Media Showcase
- 61. opticon2017 Split Page Testing, usingFullstack • 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
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- 63. Launching Experiments From YourContent Management System
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- 65. opticon2017 Recap 1. Get everyoneinvolved 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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