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Customer Innovation Showcase

Linda CrawfordChief Customer Officer

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VP of Marketing

@laurenv

Lauren VaccarelloDirector, UX and Experimentation

@benson_chan

Benson Chan

Customer Innovation Showcase

VP of Marketing@laurenv

Lauren Vaccarello

Lauren Vaccarello VP of Marketing, Box

Building a Culture of Innovation and Experimentation

Who am I? /

Agenda /1. The importance of the work 2. Some background information 3. Tips for getting started 4. Ask me anything

Your website is the face of your business

It is also the single most important marketing asset you have

Landing page experimentation with 3X

performance improvement

Simple homepage experimentation has increased

form views by over 40%

All of this translates into a multimillion dollar impact

Who is just getting started with website testing, optimization

and personalization?

Now, it’s time to build a culture of innovation and

experimentation again

How We Are Building a Culture of Innovation and Experimentation/

Start with CLEAR Goals and Data1/

1. Increase pipeline and revenue contribution by 30% within 6 months

2. 10 percentage point reduction in bounce rate

3. Increase in engagement

Clearly defined and shared goals

Get the team EXCITED (and bought in to Why)2/

Great Ideas Come From Everywhere3/

Turn Experimentation into a Contest and

Make it Public4/

Share Success and Failure5/

When making big changes, be Methodical6/

Check for bugs

Directional data and

adjust fast

More data and adapt

Confirmation and launch

25% 50%10%1%

Start with the highest impact pages first7/

Basic places to start /

• Focus on high traffic and high conversion pages • Content on your forms • All about CTAs – copy, color, size, placement • Different CTAs on homepage • Phone number placement • If you are B2B look at offline metrics • UX design

A few more ideas /• Customer experience vs a prospect experience • Personalization for top accounts • SMB content and enterprise content • Think counterintuitive – form completes aren’t

leads, sometimes you need more fields

Key Takeaways /

• The work you all do is incredibly important. Own that

• Set clear goals

• Know your data • Get your team excited • Great ideas come from everywhere • Make experimentation public • Start simple. It can have a big impact • Know your visitor

Thank You / @LaurenV

Director of UX and Experimentation @benson_chan

Benson Chan

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Changing the Experimentation Culture at Microsoft

Benson ChanDirector, UX & Experimentation, microsoft.com

@benson_chan

bensonc@microsoft.com

OpticonSource: http://blog.kameleoon.com/en/beginner-mistakes-ab-testing/

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: the beliefs, customs, arts, etc., of a particular society, group, place, or time

: a particular society that has its own beliefs, ways of life, art, etc.

: a way of thinking, behaving, or working that exists in a place or organization (such as a business)

Culture noun | cul*ture | \ˈkəl-chər\

Source: http://www.merriam-webster.com/dictionary/culture

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And a bit of luck.

Changing Culture Requires:

Perseverance. Systematic changes.

Individual buy-in.

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“We need to be always learning and insatiably curious. We need to be willing to lean in to uncertainty, take risks and move quickly when we make mistakes, recognizing failure happens along the way to mastery.”

- Satya Nadella

Growth Mindset

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Opportunity: Billions of PVs + $ + Tool(s!)

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Opportunity: Different StatesThere are cultural and skill set differences.

Don’t want to get started.

Pretending they’re interested in testing but focus on

wrong outcomes.

Think they’re already testing like pros.

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1. Being a Tool Provider vs. a Center of Excellence (COE)

2. Measure and compare ourselves to other testing organizations

3. Shift to a user-friendly testing tool

Three Key Decisions

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Approach: Here & Now. Test something!

Program started off being a tool provider

Out-sourced, turn-key PM, Design, Web Dev and Analytics

Training = Tool

Being a Center of Excellence (COE)

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Approach: Here & Now. Test something!

Program started off being a tool provider

Out-sourced, turn-key PM, Design, Web Dev and Analytics

Training = Tool

Being a Center of Excellence (COE)

Approach: Long term growth and learning

Program provides tools, training and runs strategic tests across orgs.

In-sourced, PM, Design, Web Dev and Analytics

Training = Tool + Best Practices

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Growth mindset: How do we get better?

Work with partner to baseline a maturity score of our program vs. top web companies

Comparison with key players in space helps drive executive attention

Measure and Compare Ourselves

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1. Out-sourced vs. In-sourced expertise for long-term focus

2. Up-leveling program Executive visibility and support

3. Ramp up in testing momentum and focus on impactful tests

Cultural Impact of Decisions

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Thank you.