One of the keys to running a successful testing program is a data driven culture that values and leverages data to produce a relevant customer experience. But what does a data-driven culture look like and how can it positively impact key business metrics? In this webinar you'll learn: - New testing methods to increase conversion of paid leads - The impact of testing 1 treatment across multiple segments of your site - The telltale signs of a data-driven organization - How Trulia won 3 Optie Awards including ‘Experience of the Year’

1. The Inside Scoop on Trulia’s
Best-in-Class Optimization
Strategy
(And how to apply it to your business)

2. Gaurav Hardikar
Sr. Product Manager
@truliarentals
Chris Neumann
Founder/Principal
@CROmetrics
Cara Harshman
Content Marketing Manager
@caraharshman
Meet Our SpeakersNeed talking points to introduce each of
you

3. Webinar Format
An interview w/ Chris, Gaurav, and You!
Ask Questions!
•Tweet @optimizely
•Use the chat or questions panel
…and we’ll ask them live

4. • One-stop-shop for
consumers searching for
real estate.
• Millions of Page Views per
day.
• Monetizes by lead
generation.
• Best-in-class in
optimization.
About Trulia

5. About CROmetrics
•Full service CRO – 10 person
team, half engineers.
•Won 3 Opties this year for our
work with Trulia & 99designs.
•CEO/GM, VP Marketing, VP
Product typically call on
CROmetrics as a partner.
There’s Chris

6. Setting the Stage: Trulia’s Success
•Awards
•Better Together Award for a
custom integration between
Optimizely + Omniture
•Developer Extraordinaire
•Experience of the Year
•100 tests/year
I’ll give a short blurb about why we’re
having this webinar with Trulia of all
companies, explain their success with
testing backed by the Optie Awards

7. The Inside Scoop on Trulia’s Best-in-Class
Optimization Strategy
• Achievements in testing
• Optimization team structure
• Company culture
• Testing process
• Sharing results & executive buy-in

8. Trulia’s Testing
Team & Program

9. Trulia’s Optimization Team

10. Trulia’s Optimization Tech Stack
•Optimizely
•Desktop web
•mWeb
•Omniture

11. What does the testing program and
process look like at a high level?
•Using Optimizely and CROmetrics for 1 year
•New test every 2-3 weeks; 100+ tests per year
•Test on staging, deploy to live using an audience cookie
•Test again, then deploy to full audience.

12. How does Trulia’s company culture
foster optimization?
•Internal culture is very data driven
•Lack of ego
•True meritocracy - No HiPPOs
•If data shows it works, we will build it

13. •Focus testing on search results page, rental PDP pages
(this is where all the traffic is)
•Review key business results from testing
•Lead Conversion, Reg, Saves
How does Trulia use testing to achieve
business results?

14. How are results communicated to senior
management?
•C-level: Overall metrics improvements, details on an ad-
hoc basis
•VP Level: Overall metrics on each test cycle, highlighting
on successful tests
•Manager Level: Involved in the outcome of every test

15. How does Trulia come up with
ideas to test?
•Good ideas come from everywhere: Upper management,
design, product management, engineering, support, etc.
•CROmetrics provides industry level learnings and “gut
check” on inbound ideas
•Product manager coordinates through data, intuition

16. How does Trulia share the
results of completed tests?
•Central page for completed tests
•Weekly A/B testing meeting to share across consumer
products
•What is running
•What is coming up
•What is getting normalized
•Optimization Champion coordinates this

17. Examples of Testing Wins

18. Infinite Scroll Test
15% leads
increase
60% pageview
increase

19. Mad Libs Form Test
15%
leads
increase

20. Email Assurance
5%
increase

21. •Nimble team that isn’t afraid to make a decision.
•Right metrics to align and optimize for.
•A company culture with an appetite for rapid
experimentation.
Keys to Success

22. Q&A

23. Thank You!
Contact chris@CROmetrics.com with any follow-up
questions