optimizely x seminar amsterdam nov 10
TRANSCRIPT
Introducing Optimizely XNovember 10, 2016
“Nothing in life is to be feared, it is only to be understood. Now is the time to understand more, so that we may fear less.”
- Marie Curie
“I built experimentation into my training.”
- Dick Fosbury
Experimentation Platform
Introducing
Evolving from A/B Testing Tool to Experimentation Platform
Web2010
Mobile2014
Personalization2015
Full Stack2016
Experimentationas a Service
2017
ForMarketers
Experimentation Platform
ForDevelopers
In House
Optimizely X Web ExperimentationDeliver great web experiences on every device
Optimizely X Web PersonalizationDeliver targeted content and experiences in real time
Optimizely X Web RecommendationsDeliver recommended products and content
Optimizely X Full StackDemocratizing the power of deep experimentation using Python, Java, Ruby, Node and more
Optimizely X MobileDeliver great mobile app experiences
Optimizely X OTTDeliver great over-the-top TV app experiences
Optimizely X Web ExperimentationDeliver great web experiences on every device
Optimizely X Web PersonalizationDeliver targeted content and experiences in real time
Optimizely X Web RecommendationsDeliver recommended products and content
Optimizely X Full StackDemocratizing the power of deep experimentation
using Python, Java, Ruby, Node and more
Optimizely X MobileDeliver great mobile app experiences
Optimizely X OTTDeliver great over-the-top TV app experiences
Powerful visual editing with Desktop App
Built for the modern web
Real-time results, powered by Stats Engine
Deliver great web experiences on every device
app.optimizely.comOptimizely X
Experimentation
Behavioral targeting
Incorporate 1st and 3rd party data
Real-time experimentation
Deliver targeted content and experiences in real time
Optimizely X
Personalization
Automated ROI
Leverages machine learning
Configurable
Deliver recommended products and content
app.optimizely.comOptimizely X
Recommendations
Optimizely X Web Demo
Optimizely X Web ExperimentationDeliver great web experiences on every device
Optimizely X Web PersonalizationDeliver targeted content and experiences in real time
Optimizely X Web RecommendationsDeliver recommended products and content
Optimizely X Full StackDemocratizing the power of deep experimentation
using Python, Java, Ruby, Node and more
Optimizely X MobileDeliver great mobile app experiences
Optimizely X OTTDeliver great over-the-top TV app experiences
Enables experimentation across stack
Python, Java, Ruby, Node SDKs
Easy for developers
Democratizing the power of deep experimentation
Optimizely X
Full Stack
An experimentation platform you can trust
Open platformIt’s your data, where you want it. Open-source SDKs with pluggable components give you control over network activity and integrating with your own analytics pipeline.
Fast decision engineOur SDKs bucket users in memory so experiments have no impact on latency.
Scalable architectureOur real-time event collection servers used by thousands of customers across the globe allow you to get experiment results immediately.
Key Optimizely X Full Stack Use Cases
Optimizely X Full Stack Demo
Optimizely X Web ExperimentationDeliver great web experiences on every device
Optimizely X Web PersonalizationDeliver targeted content and experiences in real time
Optimizely X Web RecommendationsDeliver recommended products and content
Optimizely X Full StackDemocratizing the power of deep experimentation
using Python, Java, Ruby, Node and more
Optimizely X MobileDeliver great mobile app experiences
Optimizely X OTTDeliver great over-the-top TV app experiences
iOS and Android SDKs
Feature rollouts without App Store review
Enables omnichannel experimentation
Deliver great mobile app experiences
app.optimizley.comOptimizely X
Mobile
Deliver great over-the-top TV app experiences
Optimizely X
OTT
tvOS and Android TV SDKs
Enables brave experimentation
Extends the omnichannel experience
Compliance roadmap
Customer Showcase:
Experimentation @ TOMTOM
CASE STUDY – Map-shop Dave Powell ecom conversion manager
CASE STUDY – Map-shop
• Traffic?• TomTom.com Map Product Page• Gut Feeling + Hypothesis• The Tests• Results• Questions
Traffic?
MAP OF UNITED KINGDOM& REPUBLIC OF IRELAND
MAP OF FRANCE
MAP OF WESTERN EUROPE
Testing on the map detail pages of our highest traffic volume/visitor numbers
More traffic = quicker, more meaningful results
Control
TomTom.comMap product page
A Strong Hypothesis
Dan Ariely - a subscription to Economist magazine:
Offer A: Internet-only subscription for $59Offer B: Print-only subscription for $125Offer C: Print-and-Internet subscription for $125
If we test a seemingly irrelevant alternative (during a campaign) with an anchored layout hierarchyThen adds to basket of a higher price point will increaseDue to the decoy/uglier sibling effect
A Strong Hypothesis
Variation #1
TomTom.comThe Tests
Variation #2
TomTom.comThe Tests
Control
TomTom.comThe Tests
Which was the winner?
Variation #1
TomTom.comResults
Variation #1
TomTom.comResults
Variation #1
Variation #1
Be Brave and Experiment
Appendix
Agenda
• Optimizely Evolution
• Optimizely X Web
• Optimizely X Web Demo
• Optimizely Full Stack
• Optimizely Full Stack Demo
• Q&A
