optimizely experience keynote - dan siroker

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Dan Siroker's keynote given at the Optimizely Experience

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  • 1. THE OPTIMIZELY EXPERIENCE Dan Siroker Co-Founder & CEO, Optimizely

2. 764% MORE SOCIAL FOLLOWERS? 3. 764% MORE SOCIAL FOLLOWERS? 23% MORE CONVERSIONS? 4. 764% MORE SOCIAL FOLLOWERS? 23% MORE CONVERSIONS? 123% MORE CONTENT ENGAGEMENT? 5. 764% MORE SOCIAL FOLLOWERS? 23% MORE CONVERSIONS? 123% MORE CONTENT ENGAGEMENT? 150% MORE CUSTOMERS? 6. 23% MORE CONVERSIONS? 764% MORE SOCIAL FOLLOWERS? 123% MORE CONTENT ENGAGEMENT? 150% MORE CUSTOMERS? 7. 1. Capitalize on Your Traffic Opportunity 8. 2. Optimize Every Channel2. Optimize Every Channel1. Capitalize on Your Traffic Opportunity 9. 2. Optimize Every Channel 3. Personalize Your Experiences 2. Optimize Every Channel1. Capitalize on Your Traffic Opportunity 10. 2. Optimize Every Channel 3. Personalize Your Experiences 4. Think Like a Scientist 2. Optimize Every Channel1. Capitalize on Your Traffic Opportunity 11. 1. Capitalize on Your Traffic Opportunity 12. YOUR CUSTOMERS ONLINE ACTIVITY IS GROWING 13. YOUR CUSTOMERS ONLINE ACTIVITY IS GROWING Working 14. YOUR CUSTOMERS ONLINE ACTIVITY IS GROWING Working Shopping 15. YOUR CUSTOMERS ONLINE ACTIVITY IS GROWING Working Shopping Socializing 16. 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 17. ATTENTION SPANS ARE SHRINKING STOP YELLING LOUDER YOUR CUSTOMERS ONLINE ACTIVITY IS GROWING 18. THERES AN IMBALANCE $92 spent on bringing customers to a website, but only $1 spent trying to convert them. *IBM TeaLeaf, 2012 19. 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 20. AN EXAMPLE: BLEACHER REPORT Peter Hastie, Frontend Development 21. CAPITALIZING ON TRAFFIC Current VariationOriginal +764% social media followers 22. CAPITALIZING ON TRAFFIC Implemented optimization strategy *Peter Hastie, Optimizely Developer Showcase, OptiCon 2014. 23. AN EXAMPLE: CODE.ORG Hadi Partovi, Founder 24. CAPITALIZING ON TRAFFIC Winning VariationOriginal +12 Million additional participants 25. CAPITALIZING ON TRAFFIC *Hadi Partovi, Simple Testing Can Boost CS Education 29% Overnight. PR Launch A/B Testing Begins Winning A/B Test Variation Implemented OrganizersStudents 26. CAPITALIZING ON TRAFFIC Implemented winning variation *Hadi Partovi, Simple Testing Can Boost CS Education 29% Overnight. Signups per visit 27. 1. Capitalize on Your Traffic Opportunity 28. 1. Capitalize on Your Traffic Opportunity 29. 2. Optimize Every Channel 30. OPTIMIZE EVERY CHANNEL Paid Marketing Content Marketing Organic Traffic Email Marketing Lead Acquisition Social Media 31. AN EXAMPLE: LIFTOPIA Dave Nuffer, Product Manager 32. OPTIMIZE EVERY CHANNEL Organic Search Paid Ads (Search) Direct Traffic Avg. $ Size Avg. $ Size Avg. $ Size % Conversion % Conversion % Conversion = Online Revenue 33. OPTIMIZE EVERY CHANNEL Pared-Down VariationOriginal Landing Page +20% additional conversions 34. OPTIMIZE EVERY CHANNEL Pared-Down VariationOriginal Date Selection Page +23.7% additional conversions 35. AN EXAMPLE: IGN Lizzie Allen, Business Intelligence Analyst 36. OPTIMIZE EVERY CHANNEL Original Variation -93.2% video conversions 37. 2. Optimize Every Channel 38. 2. Optimize Every Channel1. Capitalize on Your Traffic Opportunity 39. 3. Personalize Your Experiences 40. WELL-KNOWN EXAMPLE OF PERSONALIZATION 41. MYTHS ABOUT PERSONALIZATION Requires tremendous time data science or engineering investment Massive overhaul of current experience The 80/20 Rule of Personalization 42. AN EXAMPLE: IRON MOUNTAIN Eric Bruyn, Digital Marketing 43. PERSONALIZING CONTENT Variation - Targeted for HealthcareOriginal - No Personalization +123% content engagement 44. 3. Personalize Your Experiences 45. 3. Personalize Your Experiences 1. Capitalize on Your Traffic Opportunity 2. Optimize Every Channel 46. 4. Think Like a Scientist 47. THINK LIKE A SCIENTIST 48. THINK LIKE A SCIENTIST Fearless Creativity Questions Conventional Wisdom Focuses on the End Result Idea-Driven 49. 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 50. OPTIMIZED MARKETING PROCESS CHOOSE WHAT TO TEST HYPOTHESIZE IMPROVEMENTS CREATE VARIATIONS MEASURE RESULTS RUN EXPERIMENTS 51. AN EXAMPLE: TRUNK CLUB Mike Wolf, Product Design 52. THINK LIKE A SCIENTIST Test: Redirect 50% of Traffic to 6 Step Signup Flow +133% more customers 53. Excerpt from Mikes 1 Year Recap to his Team +20,000 more customers in 2014 THINK LIKE A SCIENTIST 54. 4. Think Like a Scientist 55. 2. Optimize Every Channel 3. Personalize Your Experiences 4. Think Like a Scientist 2. Optimize Every Channel1. Capitalize on Your Traffic Opportunity 56. 1. Capitalize on Your Traffic Opportunity 2. Optimize Every Channel 3. Personalize Your Experiences 4. Think Like a Scientist 57. 1. Capitalize on Your Traffic Opportunity 2. Optimize Every Channel 3. Personalize Your Experiences 4. Think Like a Scientist 764% more Social Followers 58. 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 59. 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 60. 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 61. ENABLE THE WORLD TO TURN DATA INTO ACTION. 62. THE OPTIMIZELY EXPERIENCE Dan Siroker Co-Founder & CEO, Optimizely 63. QUESTIONS?