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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How Optimizely
Uses Optimizely
Brigitte Donner
VP Marketing, Optimizely

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Introductions
Takeshi Young
Web Marketing Manager
@takeshiyoung
Front End Engineer
@bwll
Senior Front End Engineer
@bradtaylorsf
Bryce WellingtonBrad Taylor

3. Behind the Scenes

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Optimizely’s Journey

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The Beginning

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Experimentation Hero
Kyle Rush
Director of Optimization

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December 2015

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Today

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• 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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Marketing + Product

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Experimentation Heroes

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Ballot Box

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Experimentation Hero
Kyle Rush
Director of Optimization

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Optimizely’s Journey

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Q: What is Optimizely doing today?

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• 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?

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What content do we
experiment most with?
• Homepage

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What content do we
experiment most with?
• Homepage
• Glossary Pages

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What content do we
experiment most with?
• Homepage
• Glossary Pages
• Resources

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What content do we
experiment most with?
• Homepage
• Glossary Pages
• Resources
• Paid Advertising Pages

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What content do we
experiment most with?
• Homepage
• Glossary Pages
• Resources
• Paid Advertising Pages
• Optimizely Login Page

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TravelRetail FinanceB2B Media
Personalize the story per vertical

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Program
Manager
Executive
Different message for each persona
Developer
BOLD IDEAS FOR GROW THCREATING A CULTURE
OF EXPERIMENTATION
DATA, DEVELOPERS, AND
PRODUCT MANAGEMENT

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Q: How does Optimizely use
Optimizely?

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Continuous
Optimization

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Extensions
Reusable templates built using HTML, CSS and
JavaScript, to help both technical and non-technical
teams run experiments and personalization campaigns
faster

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Stats Accelerator
Intelligently adjust traffic to speed up experiments

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Promoting Opticon

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Promoting Opticon

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Testing offers
with scrollpop
• Highest performing assets
• Organic traffic
• Accelerate Impact

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Symmetrical
Messaging
• Consistency with ad copy
• Increase conversion rate
• Save money

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Personalizatio
n

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Account Based
Marketing
• Tailored experiences for target
accounts
• Firmographic Information

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Homepage Personalization

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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

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Hero Extension
• Enablement
• Scaled to 60 experiences
• QA

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Behavioral
Targeting
• Recommend assets using
firmographic & behavioral
targeting
• Extension built by
FunnelEnvy

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First party data

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First party data

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First party data

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From 1 to 60
to Infinity

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Q: What does the future look like?

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Stage 3

54. Increasing Experiment Velocity

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More experiments
=
more wins!

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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

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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

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Demo

63. Launching Experiments From
Your Content Management System

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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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Q&
A

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THANK YOU

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