virtual optimizely experience 2014 - kyle rush - lessons for delivering your best digital experience
DESCRIPTION
Walk through 4 lessons about how to deliver the best digital experience to your customers. Each lesson includes a corresponding customer use case who leverages the lesson to create a successful experience optimization program. The 4 lessons are: - Capitalize on Your Traffic Opportunity - Optimize Every Channel - Think Like a Scientist - Personalize Your ExperiencesTRANSCRIPT
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?