Web optimization is a vital part of the evolution of customer experience. As performance has become an increasingly more important consideration and experimentation has been driven deeper into the behavioral layer of web pages or apps, brands are turning to server-side optimization solutions to help solve the need for greater testing & optimization across every aspect of the consumer’s journey.

1. FULL STACK
EXPERIMENTATION:
Pragmatic Steps to a Successful
Server-Side Optimization Program

2. Today, we will cover…
Industry challenges
Pragmatic steps for a successful optimization program
Questions and Answers
Importance of Full Stack optimization
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3. Maigari Jinkiri
Chief
Revenue Officer
Tim Walker
Optimization Strategy
Practice Lead
Hudson Arnold
Lead Consultant,
Partnership

4. Industry Challenges
Industry Best Practices

5. INDUSTRY CHALLENGES
Challenges in building an Optimization “Program"
Practice vs. Program
Architectural Considerations
Organization success is technology-driven

6. Importance of Full Stack Optimization
Client-side vs. Server-side Testing

7. IMPORTANCE OF FULL STACK OPTIMIZATION
Limitations of Regular Client-Side Testing
What do you gain from Full Stack?
Mobile & SPAs
Utilizing systems and data only available server-side
Networked devices not connected to the web (OTT, Gaming Consoles, etc)
Regulated industries
IT concerns: Performance & Security

8. IMPORTANCE OF FULL STACK OPTIMIZATION
Use Cases
With this solution you can run experiments involving:
Algorithms
Pricing
Redesigns
New Architectures
Omnichannel Marketing Campaigns

9. USE CASESKiosk
Server-side enables experimentation & personalization on networked devices
Our client, a large international airline wanted to launch
experiments on their in-airport check-in and service kiosks
A web-based platform would be unable to accommodate these
campaigns, as the kiosks are connected to a network, but not to the web
The proposal was utilizing Optimizely’s full stack framework to
enable experimentation of check-in flows and to target passengers with personalized offers
For instance, the airline could offer the passenger an upgrade,
or if the flight is overbooked, could offer compensation and rebooking the passenger automatically
These campaigns can lead to an optimized customer journey
at check-in and facilitate increased ancillary spend by passengers

10. USE CASESFinancial Industry
Financial services companies can realize a greater customer
relationship depth by acting on offline and online customer data
Our client, a top 20 bank, sought to highlight new features within their app and to engage clients across
multiple lines of business
Due to the sensitive nature of the industry, financial services companies need a high standard of security
and reliability. This became a sticking point for deploying app experimentation and personalization.
Optimizely’s full stack solution allows for all experimentation and
personalization activity to be executed within the bank’s secure desktop and mobile app environments
For instance, if we want to highlight the bank’s mobile
check deposit feature only to users that have made a deposit in a branch
Or if we wanted to target client’s with high savings balances
with an internal campaign highlighting the bank’s private wealth management offerings

11. USE CASESIn App Messages
By providing pertinent, real time messages to users,
our clients are able to increase conversion and net promotor scores
Personalization campaigns give organizations the edge by
customizing the users’ experience to match their particular situation and expectations
A global eyewear company sought to engage with mobile app users—from the research through post-
service phases - by sending personalized messages with information about offers, products, and orders
Users would get targeted for these messages based on their behavior, their attributes, and location.
For instance, if the user had an upcoming appointment, the app could
display this information. Or, if an order had been shipped, delivery estimates could be shared.
These campaigns positively impact customer conversion rates, and lower average time-to-goal metrics

12. IMPORTANCE OF FULL STACK OPTIMIZATION
Operational Model
If you are used to client-side, what is different?
Different process to execute a different kind of campaign
Skill set & collaboration – more development oriented
Governance
Timeline
Setting expectations

13. IMPORTANCE OF FULL STACK OPTIMIZATION
Full Stack Calls For a Reworking of Processes
Quality assurance and signoff
from supporting stakeholders
Release cycles Permanent versus transitory
Integration within
decision making process
Management full program
workload across hybrid deployment
Full Stack requires a
rethink of timelines

14. IMPORTANCE OF FULL STACK OPTIMIZATION
Larger Involvement From IT
With a new experimentation process, different skills and knowledge are required
Experience build-out
Without a visual editor, experiments
development is code-first
Mobile app and server environments
are closed off from public access
Different code languages and expertise

15. IMPORTANCE OF FULL STACK OPTIMIZATION
Services – Different Operational Models with Service Providers
Hybrid implementation
In-house development
Agency Role

16. IMPORTANCE OF FULL STACK OPTIMIZATION
With a Hybrid Approach a Company Can
Deploy Experiments Both Client-Side and Server-Side
While full stack can for
more advanced use cases
Strikes a balance between the
demands on business users and developers
Gives flexibility to organization
enable agile experimentation
Client-side is still useful for easily
implemented or short-term campaigns
Have your cake and eat it too
Governance

17. IMPORTANCE OF FULL STACK OPTIMIZATION
Agencies Can Support the Transition
and Accelerate Program Growth
Alleviating internal skills and
knowledge constrains
Experience development for both
client-side and server-side
Implementation recommendations
Technical
Strategic
Experiment and personalization
ideation
Strategic roadmap and prioritization
Strategic

18. Pragmatic Steps
For a Successful Optimization Program

19. PRAGMATIC STEPS
How Do You Determine If Full Stack Is A Good Fit For Your Business?
Define use cases for your platform
Compare use cases for client-side
and server-side programs
Confirm your language and hosting
is compatible
Assess organizational readiness
Full Stack

20. PRAGMATIC STEPS
Client-side Vs. Full Stack Checklist
Server Side
Are we bottlenecked by code releases?
Do our goals incur privacy questions?
Are page load speed and experience
performance a critical goal?
Are we experienced with experimentation ROI?
Client Side
Do you want your growth marketing team to be
empowered to experiment independently?
Is velocity more important than impact?

21. PRAGMATIC STEPS
Internal Workflow
How does your development team currently interact with web optimization?
Client side experiments can be built and
deployed without any code, and don’t
require a new build from the server
Server Side experiments require a new build,
just like brand new content.

22. PRAGMATIC STEPS
Change Management

23. USE CASESTripping.com
Optimize the Booking Funnel with Confidence
Each decision the Tripping product
team makes about the booking funnel can
tremendously impact the customer
experience as well as revenue – for better or for worse.
For instance, the team learned that adding a new listing
page to the booking funnel decreased conversion rate,
but positively impacted bookings revenue . The team
was then able to make a measured decision to
implement it after testing it as an experiment first.

24. USE CASESTripping.com
Cross-channel Experimentation
In a native mobile experiment that launched in tandem
with a national TV ad buy, they discovered that a
message consistent with awareness messaging drove
an increase in searches and bookings.
As the Tripping team diversifies its acquisition channel
mix growth, the marketing team is looking to
understand which experiences on each channel help
match travelers with homes most effectively.

25. PRAGMATIC STEPS
Full Stack has opened up new doors for our business. It’s the lifeblood of our product
lifecycle; we do everything from an experiment perspective. Any time we deploy
something new in our product, we do it as a test to measure conversion and revenue
impact, giving the team insights to make decisions while making sure the change to
the customer experience is a positive one.
- Colin Gardiner, VP of Product and Analytics, Tripping.com
An Optimized Operational Approach

27. THANK YOU
LinkedIn.com/Stratigent
@Stratigent
www.stratigent.com
LinkedIn.com/Optimizely
@Optimizely
www.optimizely.com