Choose the Right Technology: If you have a tiny budget, it might be tempting to start using Google Optimize. But your actual costs might be higher: Optimize is not as intuitive and flexible as VWO and requires dev assistance to generate test variations. If you are short of dev resources (which you most likely are), with VWO you can deliver the winning variant to all users instantly. Work Efficiently: Don’t improvise. Use an organized, lean, agile process of analysis, ideation, design development, QA, launch, and monitoring. Avoid too many loops and design iterations. Analyze and Prioritize: Support your testing ideas with data. This will help in better prioritization of tests that matter. Define Ownership: Many companies have launched an optimization program, but after a few months, the program loses its momentum and attention. Investing in a great testing platform, but not making full use of it increases costs. Somebody should “own” and orchestrate the ongoing optimization process and testing efforts.

1. Ocupar el recuadro oscuro con una imagen, y por
encima de esta poner el logotipo de cliente en
blanco y la línea inferior en blanco.
How to Run a Cost-Efficient
Optimization Program
With a Limited Budget
October 2020
BCN
BER
BOG
BUE
GYE
LIM
LON
LYS
MAD
MDE
MEX
MIA
MXP
PMI
SCL
SFO

2. Who Is With You Today?
Jan Marks
SVP
Customer Success
David Otero
SVP Growth &
Innovation
Deepak Lamba
CRO Leader & Head of
European Business

3. Let’s talk about ...
Effective
Prioritization
Lean, Agile
Optimization
Flexibility vs.
Fixed Costs
Affordable
Technology

4. 4
20Years
320Experts
750Clients
3KProjects
We are a group of > 300 digital artisans
who create high-converting user experiences
that drive growth and customer satisfaction.
What do we like to be known for?
We are getting things done.
Who is Multiplica?
AboutMultiplica

5. 5
AboutMultiplica
Our clients

6. 6
AboutVWO
About VWO
Companies run their marketing and product experiments on VWO
because we bring together their entire org to conduct
successful A/B tests across the customer lifecycle.
Visit vwo.com/why-us/product/ to know more.

7. 7
How to
prioritize
experiments
effectively
1

8. 8
Effective prioritization requires data.
To focus your efforts on the most promising
opportunities, take a deep dive into your analytics.
and other data sources.
EffectivePrioritization

9. 9
Deeper analysis helps to avoid testing the wrong things
What the
user says
What the user
perceives
How the
user feels
User Research
Analytics & Testing
What the user
does
What most
impacts
behaviour
Predicting what
the user will do
AboutDigitalExperiences

10. 10
Pain points
Touchpoints
Before During After
Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 Step 7 Step 7 Step 3
Stages
User steps
Opportunity
Experience
Understand your user’s journey to identify important opportunities
EffectivePrioritization

11. 11
VWO Insights offers ...
EffectivePrioritization
… first-hand understanding of your customers’ behavior.
Heatmaps Form AnalyticsSession Recording

12. 12
EffectivePrioritization
VWO Insights offers ...
Funnels On-Page Surveys

13. 13
How to set up a
lean and agile
optimization
process
2

14. 14
Efficient optimization requires organization.
A well-defined workflow enables your company to
launch and run an optimization program
with limited resources.
LeanandAgileOptimizationProcess

15. 15
Monthly Sprints
Cost-efficiency requires a lean, agile optimization process
LeanandAgileOptimizationProcess
A well-defined workflow enables your company to launch and run an optimization program with limited resources.
LEGEND
ST: Strategy
AN: Analytics
PM: Project Manager
DEV: Development
QA: Quality Assurance
UX: User Experience
DS: Design
CL: Client
ANALYSIS
ST AN
IDEATION
ST
IDEA EVALUATION
ST PM QA DEV
IDEA
PRIORITIZATION
ST PM CL
QA
QA
EVENTS
AUDIENCES
METRICS
AN
PRE-LAUNCH
VALIDATION
ST PM QA DEV AN
LAUNCH &
MONITOR
PM CL
DESIGN
DS ST
DEV
DEV ST
UX
UX ST
CL
Approval
CL
Approval

16. 16
Avoid too many meetings with too many participants
LeanandAgileOptimizationProcess
Teamwork doesn’t mean that we are in this together all the time. Stick to ownership of specific tasks.
ANALYSIS
ST AN
IDEATION
ST
IDEA EVALUATION
ST PM QA DEV
IDEA
PRIORITIZATION
ST PM CL
QA
QA
EVENTS
AUDIENCES
METRICS
AN
PRE-LAUNCH
VALIDATION
ST PM QA DEV AN
LAUNCH &
MONITOR
PM CL
DESIGN
DS ST
DEV
DEV ST
UX
UX ST
CL
Approval
CL
Approval
Meeting Meeting
Meeting
Meeting
Meeting
Meeting

17. 17
Use specific briefings to avoid loops and unplanned iterations
LeanandAgileOptimizationProcess
Plan ahead, ask for documented input, stick to existing templates and guidelines
CL
ANALYSIS
ST AN
IDEATION
ST
IDEA EVALUATION
ST PM QA DEV
IDEA
PRIORITIZATION
ST PM CL
QA
QA
EVENTS
AUDIENCES
METRICS
AN
PRE-LAUNCH
VALIDATION
ST PM QA DEV AN
LAUNCH &
MONITOR
PM CL
DEV
DEV ST
CL
DS ST
ApprovalDESIGNApproval UX
UX ST

18. 18
Avoid queues and waiting time and keep the momentum
LeanandAgileOptimizationProcess
Get the buy-in and commitment from all departments that contribute to the optimization process
ANALYSIS
ST AN
IDEATION
ST
IDEA EVALUATION
ST PM QA DEV
IDEA
PRIORITIZATION
ST PM CL
DEV
DEV ST
CL
ApprovalDESIGN
DS ST
CL
Approval
EVENTS
AUDIENCES
METRICS
AN
UX
UX ST
QA
QA
Wait
Wait Wait

19. 19
Have a deeper look into your test’s results and refocus if possible
LeanandAgileOptimizationProcess
Don’t give up too early on tests which didn’t deliver the results that you expected: analyze and refocus
CL
ANALYSIS
ST AN
IDEATION
ST
IDEA EVALUATION
ST PM QA DEV
IDEA
PRIORITIZATION
ST PM CL
QA
QA
DEV
DEV ST
UX
UX ST
DESIGN
CL
DS ST
ApprovalApproval
EVENTS
AUDIENCES
METRICS
AN
PRE-LAUNCH
VALIDATION
ST PM QA DEV AN
LAUNCH &
MONITOR
PM CL
ANALYSIS
ST AN

20. 20
How to reduce
fixed costs and
stay flexible
3

21. 21
Successful optimization requires a team with different skills
Project
Manager
Developer QA
Content
Manager
UX/UI DesignerStrategist
Data
Analyst
StayFlexible

22. 22
Your optimization efforts have to fit into your business
Nov Dez Jan Feb Mar Apr
Test Test Test TestTest Test
Test TestTest Test
Test Test
Test
StayFlexible
Both team and technology for testing and optimization should be flexible and scalable

23. 23
How to choose
affordable
technology and
save costs
4

24. 24
AffordableTechnology
Factors to consider
AFFORDABLE TOOLS
- Crazyegg: for heatmap
snapshots of your landing
pages.
- Hotjar: for heatmaps and
recordings, surveys for
measured as pageviews.
- Survey Monkey: Collecting
feedback both on-page and
off-page
- User Testing: for conducting
usability testing and video
interviews in a cost-effective
manner
FREE TOOLS
- Mixpanel, Kissmetrics, Heap,
Amplitude: for getting deeper
insights into events, free for a
limited number of sessions.
- Google Optimize: for getting
simple experiments live,
limited to 3 objectives per
experiment and 5 concurrent
experiments.
- Optimizely Rollouts: free for
developers for feature
flagging, useful for developers,
limited to 1 experiment
ALL-in-ONE Platform
- VWO Insights and Testing:
Connected platform which
brings Heatmaps, Recordings,
Form Analysis and Surveys along
with Experimentation.
Backward connectivity of Funnel
events with Heatmaps and
Recordings for pre- optimization
analysis.
Experimentation connects back
with Insights for post-campaign
analysis.
VWO Plan helps in connecting
hypothesis with experiments
and maintain a learning
repository.

25. 25
AffordableTechnology
Factors to consider
● Not just about the cost of the software - Design, Dev,
Operations et al. teams are involved.
● Flexibility - Be able to easily make changes on-the-go without
running to dev team every time.
● Support - Experimentation isn’t an easy process. You need
dedicated all-day support to help you out of tricky situations.
● Services - Hire an expert outside your team to recommend
improvements and execute them as well.

26. 26
AffordableTechnology
Benefits
● Gives you the velocity - Moving at speed is okay but velocity
shows you the direction.
Fail/Win fast. Learn immediately. Adapt quickly.
● Platform to manage it all - Disconnected tools can result in
data disparity. Gathering, testing, analysing, and iterating on
data under one roof improves understanding of the customer.
● Happy leadership :)