Opticon 2015-Optimization at Optimizely
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Featuring speakers from Optimizely Ash Alhashim, Global Director, Sales and Market Development, Optimizely Amanda Swan, Community Manager, Optimizely Adam Avramescu, Head of Customer Education, Optimizely Ever wondered how Optimizely employees use Optimizely? In this session, you’ll learn about our optimization programs, and how we use Optimizely beyond traditional A/B testing. We’ll also uncover how to optimize experiences that don’t have a traditional “conversion” goal. Our Global Director of Sales and Market Development, Ash Alhashim, will walk through an advanced experiment that takes advantage of Optimizely’s most powerful features and how he takes a unique approach to measuring success, perfect for optimizers looking to push their optimization boundaries. Amanda Swan and Adam Avramescu will also share insights from the Optiverse testing program and thoughts on interpreting experiments on properties where “conversion” is unclear.
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Opticon 2015-Optimization at Optimizely
- 1. #opticon2015 Optimization at Optimizely Ash Alhashim Director of Sales & Market Development, Optimizely @ashalhashim ash@optimizely.com Amanda Swan Community Manager, Optimizely @swan606 amanda@optimizely.com Adam Avramescu Head of Customer Education, Optimizely @avramescu adam.avramescu@optimizely.com
- 2. We optimize a lot. Today, let’s focus on one slice of the pie.
- 3. When experimenting, there can be many sources of complexity When testing, there can be many sources of complexity
- 5. #opticon2015 Optimizing Optiverse Amanda Swan Community Manager, Optimizely @swan606 amanda@optimizely.com Adam Avramescu Head of Customer Education, Optimizely @avramescu adam.avramescu@optimizely.com
- 6. What is Optiverse? Optimizely’s Community, Knowledge Base, & Academy
- 7. What you’ll get out of this portion • Trying to optimize your support site or community? • Testing search or nav structures? • What do you do with low sample size (low conversions)? • How do you optimize without clear conversion funnels?
- 8. Effective Communication Channels are Crucial
- 9. 4 Steps
- 10. Expose themes through qualitative feedback
- 11. Test assumptions through conceptual validation
- 12. Analyze results for directions & preferences
- 13. Loop back to qualitative validation and expand the hypothesis
- 14. Optiverse Search
- 15. Hypothesis By removing non-essential filters, and making the essential ones more prominent, we can increase filter usage, improving the relevance of results. Are “content type” filters actually useful and relevant to visitors?
- 16. Exposing themes through qualitative feedback
- 17. Testing assumptions through conceptual validation
- 18. Testing assumptions through conceptual validation
- 19. Analyze results for directions & preferences
- 20. Analyze results for directions & preferences Support Clicks > Academy & Community Clicks
- 21. Loop back to qualitative validation & expand the hypothesis
- 22. Loop back to qualitative validation & expand the hypothesis
- 23. Loop back to qualitative validation & expand the hypothesis
- 25. Hypothesis The existing search experience and relevant sidebar content are less helpful for visitors to find the right support content. If we create search-first and FAQ-first experiences, will visitors engage with these options more?
- 26. Exposing themes through qualitative feedback Search SidebarDrawers
- 27. Testing assumptions through conceptual validation Search
- 28. Testing assumptions through conceptual validation Sidebar
- 29. Testing assumptions through conceptual validation Sidebar Search
- 30. Analyze results for directions & preferences
- 31. Analyze results for directions & preferences
- 32. Analyze results for directions & preferences
- 33. Analyze results for directions & preferences
- 34. Analyze results for directions & preferences
- 35. • Implement prominent search • Search-first vs. search AND sidebar • Different types of FAQ content • What would this look like without the drawers? Loop back to qualitative validation & expand the hypothesis
- 36. Summing Up the 4 Steps • Expose themes through qualitative feedback • Test assumptions through conceptual validation • Analyze results for directions & preferences • Loop back to qualitative validation & expand the hypothesis LEARN from every experiment
- 37. #opticon2015 Optimizing for Reductions & Operational Efficiencies Ash Alhashim @ashalhashim ash@optimizely.com Director of Sales & Market Development
- 38. Background
- 40. How can we reduce errors without negatively impacting lead gen numbers?
- 41. Adding email verification to our lead form will increase the overall lead quality, and allow Sales Development Representatives to spend their time on more revenue generating activity. Hypothesis
- 42. All non-signed-in visitors to the homepage that click on “Test it Out” will enter the experiment Audience
- 44. The Recipe
- 45. Ingredients
- 46. Ingredients
- 47. Body text goes here.
- 48. Body text goes here.
- 49. Body text goes here.
- 50. Ingredients
- 51. Body text goes here.
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- 54. The Recipe: Preparation • Test launched using conditional activation mode • Stopping Condition: 33,570 visitors • Double blind experiment
- 55. Goals
- 56. Goals Primary Goal: • Sales Accepted Leads
- 57. Goals Primary Goal: • Sales Accepted Leads Secondary Goals: • Lead/Account Creation • Avg. Infer Lead Score • Opportunity Creation • Customer Creation
- 58. Results
- 59. Body text goes here. Results Statistical
- 60. KeyTakeaways • Most experiments result in a statistical tie – plan accordingly • Define success before you run an experiment • Test deep into your funnel, we have the technology • Don’t only optimize for CR lift; test for quality as well
- 61. #opticon2015 Ash Alhashim Director of Sales & Market Development, Optimizely @ashalhashim ash@optimizely.com Amanda Swan Community Manager, Optimizely @swan606 amanda@optimizely.com Adam Avramescu Head of Customer Education, Optimizely @avramescu adam.avramescu@optimilzey.com Thank you!