virtual optimizely experience 2014 - kyle rush - lessons for delivering your best digital experience

THE OPTIMIZELY EXPERIENCEKyle Rush

Head of Optimization, Optimizely

764% MORE SOCIAL FOLLOWERS?

764% MORE SOCIAL FOLLOWERS?

23% MORE CONVERSIONS?

764% MORE SOCIAL FOLLOWERS?

23% MORE CONVERSIONS?

123% MORE CONTENT ENGAGEMENT?

764% MORE SOCIAL FOLLOWERS?

23% MORE CONVERSIONS?

123% MORE CONTENT ENGAGEMENT?

150% MORE CUSTOMERS?

23% MORE CONVERSIONS?

764% MORE SOCIAL FOLLOWERS?

123% MORE CONTENT ENGAGEMENT?

150% MORE CUSTOMERS?

1. Capitalize on Your Traffic Opportunity

2. Optimize Every Channel2. Optimize Every Channel1. Capitalize on Your Traffic Opportunity

2. Optimize Every Channel

3. Personalize Your Experiences

2. Optimize Every Channel1. Capitalize on Your Traffic Opportunity

2. Optimize Every Channel

3. Personalize Your Experiences 4. Think Like a Scientist

2. Optimize Every Channel1. Capitalize on Your Traffic Opportunity

1. Capitalize on Your Traffic Opportunity

YOUR CUSTOMERS’ ONLINE ACTIVITY IS GROWING

YOUR CUSTOMERS’ ONLINE ACTIVITY IS GROWING

Working

YOUR CUSTOMERS’ ONLINE ACTIVITY IS GROWING

Working Shopping

YOUR CUSTOMERS’ ONLINE ACTIVITY IS GROWING

Working Shopping

Socializing

YOUR CUSTOMERS’ ONLINE ACTIVITY IS GROWING

Working Shopping

Socializing Consuming Content

AdWords, Content Marketing Email Programs, Remarketing, Promotions

Branded Social Media Display Ads, Earned Media

ATTENTION SPANS ARE SHRINKING

STOP YELLING LOUDER

YOUR CUSTOMERS’ ONLINE ACTIVITY IS GROWING

THERE’S AN IMBALANCE

$92 spent on bringing customers to a website,

but only $1 spent trying to convert them.

*IBM TeaLeaf, 2012

Steady Traffic with

Conversion Rate

Improvements

Steady Conversion

Rate with Traffic

Spike

Customers

acquired per

month

0

80

160

240

320

Jan. Feb. Mar. April May June July August

AN EXAMPLE: BLEACHER REPORT

Peter Hastie, Frontend Development

CAPITALIZING ON TRAFFIC

Current VariationOriginal

+764%social media

followers

CAPITALIZING ON TRAFFIC

Implemented

optimization strategy

*Peter Hastie, “Optimizely Developer Showcase,” OptiCon 2014.

1. Capitalize on Your Traffic Opportunity

1. Capitalize on Your Traffic Opportunity

2. Optimize Every Channel

OPTIMIZE EVERY CHANNEL

Paid Marketing

Content MarketingOrganic Traffic

Email Marketing

Lead Acquisition

Social Media

AN EXAMPLE: LIFTOPIA

Dave Nuffer, Product Manager

OPTIMIZE EVERY CHANNEL

Organic SearchPaid Ads

(Search)Direct Traffic

Avg. $ Size Avg. $ SizeAvg. $ Size

% Conversion % Conversion% Conversion

= Online Revenue

OPTIMIZE EVERY CHANNEL

Pared-Down VariationOriginal Landing Page

+20%additional

conversions

OPTIMIZE EVERY CHANNEL

Pared-Down VariationOriginal Date Selection Page

+23.7%additional

conversions

AN EXAMPLE: IGN

Lizzie Allen, Business Intelligence Analyst

OPTIMIZE EVERY CHANNEL

Original

Variation

-93.2%video

conversions

2. Optimize Every Channel

2. Optimize Every Channel1. Capitalize on Your Traffic Opportunity

3. Personalize Your Experiences

WELL-KNOWN EXAMPLE OF

PERSONALIZATION

MYTHS ABOUT PERSONALIZATION

• Requires tremendous time data science or engineering investment

• Massive overhaul of current experience

The 80/20 Rule of Personalization

AN EXAMPLE: IRON MOUNTAIN

Eric Bruyn, Digital Marketing

PERSONALIZING CONTENT

Variation - Targeted for HealthcareOriginal - No Personalization

+123%content

engagement

3. Personalize Your Experiences

3. Personalize Your Experiences

1. Capitalize on Your Traffic Opportunity 2. Optimize Every Channel

4. Think Like a Scientist

THINK LIKE A SCIENTIST

THINK LIKE A SCIENTIST

• Fearless Creativity

• Questions Conventional Wisdom

• Focuses on the End Result

Idea-Driven

THINK LIKE A SCIENTIST

• Fearless Creativity

• Questions Conventional Wisdom

• Focuses on the End Result

• Measures and Analyzes

• Runs Many Experiments and

Iterates

• Uses Data to Verify (or

Invalidate) Theories

Idea-Driven Data-Driven

OPTIMIZED MARKETING PROCESS

CHOOSE WHAT

TO TEST

HYPOTHESIZE

IMPROVEMENTS

CREATE VARIATIONS

MEASURE

RESULTS

RUN

EXPERIMENTS

AN EXAMPLE: TRUNK CLUB

Mike Wolf, Product Design

THINK LIKE A SCIENTIST

Test: Redirect 50% of Traffic to 6 Step Signup Flow

+133%more customers

Excerpt from Mike’s 1 Year Recap to his Team

+20,000more customers

in 2014

THINK LIKE A SCIENTIST

4. Think Like a Scientist

2. Optimize Every Channel

3. Personalize Your Experiences 4. Think Like a Scientist

2. Optimize Every Channel1. Capitalize on Your Traffic Opportunity

1. Capitalize on Your Traffic Opportunity 2. Optimize Every Channel

3. Personalize Your Experiences 4. Think Like a Scientist

1. Capitalize on Your Traffic Opportunity 2. Optimize Every Channel

3. Personalize Your Experiences 4. Think Like a Scientist

764% more Social Followers

1. Capitalize on Your Traffic Opportunity 2. Optimize Every Channel

3. Personalize Your Experiences 4. Think Like a Scientist

29% more Conversions764% more Social Followers

1. Capitalize on Your Traffic Opportunity 2. Optimize Every Channel

3. Personalize Your Experiences 4. Think Like a Scientist

29% more Conversions

123% more Content Engagement

764% more Social Followers

1. Capitalize on Your Traffic Opportunity 2. Optimize Every Channel

3. Personalize Your Experiences 4. Think Like a Scientist

29% more Conversions

123% more Content Engagement

764% more Social Followers

150% more Customers

ENABLE THE WORLD TO TURN DATA INTO ACTION.

THE OPTIMIZELY EXPERIENCEDan Siroker

Co-Founder & CEO, Optimizely

QUESTIONS?