opticon 2015-optimization at optimizely

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1. #opticon2015 Optimization at Optimizely Ash Alhashim Director of Sales & Market Development, Optimizely @ashalhashim ash@optimizely.com Amanda Swan Community Manager, Optimizely @swan606 amanda@optimizely.com Adam Avramescu Head of Customer Education, Optimizely @avramescu adam.avramescu@optimizely.com 2. We optimize a lot. Today, lets focus on one slice of the pie. 3. When experimenting, there can be many sources of complexity When testing, there can be many sources of complexity 4. A few examples 5. #opticon2015 Optimizing Optiverse Amanda Swan Community Manager, Optimizely @swan606 amanda@optimizely.com Adam Avramescu Head of Customer Education, Optimizely @avramescu adam.avramescu@optimizely.com 6. What is Optiverse? Optimizelys Community, Knowledge Base, & Academy 7. What youll get out of this portion Trying to optimize your support site or community? Testing search or nav structures? What do you do with low sample size (low conversions)? How do you optimize without clear conversion funnels? 8. Effective Communication Channels are Crucial 9. 4 Steps 10. Expose themes through qualitative feedback 11. Test assumptions through conceptual validation 12. Analyze results for directions & preferences 13. Loop back to qualitative validation and expand the hypothesis 14. Optiverse Search 15. Hypothesis By removing non-essential lters, and making the essential ones more prominent, we can increase lter usage, improving the relevance of results. Are content type lters actually useful and relevant to visitors? 16. Exposing themes through qualitative feedback 17. Testing assumptions through conceptual validation 18. Testing assumptions through conceptual validation 19. Analyze results for directions & preferences 20. Analyze results for directions & preferences Support Clicks > Academy & Community Clicks 21. Loop back to qualitative validation & expand the hypothesis 22. Loop back to qualitative validation & expand the hypothesis 23. Loop back to qualitative validation & expand the hypothesis 24. The Knowledge Base 25. Hypothesis The existing search experience and relevant sidebar content are less helpful for visitors to nd the right support content. If we create search-rst and FAQ-rst experiences, will visitors engage with these options more? 26. Exposing themes through qualitative feedback Search SidebarDrawers 27. Testing assumptions through conceptual validation Search 28. Testing assumptions through conceptual validation Sidebar 29. Testing assumptions through conceptual validation Sidebar Search 30. Analyze results for directions & preferences 31. Analyze results for directions & preferences 32. Analyze results for directions & preferences 33. Analyze results for directions & preferences 34. Analyze results for directions & preferences 35. Implement prominent search Search-rst vs. search AND sidebar Dierent types of FAQ content What would this look like without the drawers? Loop back to qualitative validation & expand the hypothesis 36. Summing Up the 4 Steps Expose themes through qualitative feedback Test assumptions through conceptual validation Analyze results for directions & preferences Loop back to qualitative validation & expand the hypothesis LEARN from every experiment 37. #opticon2015 Optimizing for Reductions & Operational Efficiencies Ash Alhashim @ashalhashim ash@optimizely.com Director of Sales & Market Development 38. Background 39. gmrfmrf@fgjkd.co 6969@aol.com hahahaha@gmail.com poop@poop.com areyou@kidding.me fdfoijdsdjs@fdaf.com fdfoijdsdjs@fdaf.com whatevzzz@gmail.com Background leavemealone@ymail.com 40. How can we reduce errors without negatively impacting lead gen numbers? 41. Adding email verification to our lead form will increase the overall lead quality, and allow Sales Development Representatives to spend their time on more revenue generating activity. Hypothesis 42. All non-signed-in visitors to the homepage that click on Test it Out will enter the experiment Audience 43. Original Variation #1 44. The Recipe 45. Ingredients 46. Ingredients 47. Body text goes here. 48. Body text goes here. 49. Body text goes here. 50. Ingredients 51. Body text goes here. 52. Body text goes here. 53. The Recipe: Preparation 54. The Recipe: Preparation Test launched using conditional activation mode Stopping Condition: 33,570 visitors Double blind experiment 55. Goals 56. Goals Primary Goal: Sales Accepted Leads 57. Goals Primary Goal: Sales Accepted Leads Secondary Goals: Lead/Account Creation Avg. Infer Lead Score Opportunity Creation Customer Creation 58. Results 59. Body text goes here. Results Statistical 60. KeyTakeaways Most experiments result in a statistical tie plan accordingly Define success before you run an experiment Test deep into your funnel, we have the technology Dont only optimize for CR lift; test for quality as well 61. #opticon2015 Ash Alhashim Director of Sales & Market Development, Optimizely @ashalhashim ash@optimizely.com Amanda Swan Community Manager, Optimizely @swan606 amanda@optimizely.com Adam Avramescu Head of Customer Education, Optimizely @avramescu adam.avramescu@optimilzey.com Thank you!