Optimization Best Practices with OptimizelySpeakers

John ToskeyDirector, Global eBay Partner Net-work

Evan KravitzSr. Account ExecutiveOptimizely

•Optimization: What is it and why is it important?

•About Optimizely & Case Studies

•Optimizely Demo

•Best Practices for Getting Started with Optimization

•Q&A

Agenda

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•Small changes can produce dramatic results

•One size does not fit all; understand your key audiences

•Getting started in easy; just go to www.optimizely.com/plans and create a free account!

Key Themes

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The Digital World Demands Improvement

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The new B2C marketing competencies focus on user identity

data and personalization, with a goal of having the right content and

experience for each user (during the 3 seconds they are looking at the

page). - TechCrunch

For Every $92 Spent on Acquiring Customers Only $1 is Spent on Op-timization

Industry Leaders Use Optimization as a Cornerstone of their Digital Strategies

“As Google does, most of our work is proven or disproven by A/B testing.   Only that which leads to an improved experience gets rolled out to everyone.”  - Netflix Investor Relations

“It’s really important to get it out in the market and test it with people to see what they think.”

- Mike Schroepfer, CTO of Facebook

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Unlocking the Power of Optimization

$100mmCampaignDonations

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What is Optimizely?

Empowering the World to Turn Data into Action.

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CASE STUDY – CODE.ORGGREW FASTER THAN FACEBOOK, TWITTER, INSTAGRAM AND LINKEDIN… COMBINED.

Code.org

Nonprofit backed by Bill Gates and Mark Zuckerberg 91M participants to date

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Transform Marketing Campaigns

Simple copy experiments garnered 12 million additional participants

+40%Participants

Headline and CTA Control Winning Headline and CTA Variation

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CASE STUDY - DMV.ORG

INCREASED REVENUE 2X TWO YEARS IN A ROW THROUGH TESTING & OPTIMIZATION

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• Client of Optimizely for 3+ years

• Running 500+ tests per year

• Revenue has doubled two years in a row through testing and optimization

Iterative Testing Approach Drives Big Results

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DistractionClarity

ClarityValue Proposition

DMV.org - Insurance Funnel

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+13%Revenue per

Visitor

Control Winning Variation

DMV.org - Insurance Funnel

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DMV.org – Personalization Case Study

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A

B

5.4%

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State segmented results range:60% to 70%

Your Team

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Iterate, Iterate, Iterate

ContinuousOptimizati

onOne-OffTesting

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Optimization Encourages Constant Iteration and Discovery

• Data is actionable, improvement measurable, and risks calculated

• Iteration through testing is the first step

• Dynamic experiments enable new discoveries

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Goal Alignment

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Balance Exploration & Refinement

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•Small changes can produce dramatic results

•One size does not fit all; understand your key audiences

•Getting started in easy; just go to www.optimizely.com/plans and create a free account!

Key Takeaways

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Questions? …What did you take away?

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Thank You!

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