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Optimizely - Conversion Optimization Masterclass
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Optimizely - Conversion Optimization Masterclass Optimizely - Conversion Optimization Masterclass Presentation Transcript

  • Best Practices and Lessons Learned From Over 100,000 A/B and MVT Tests
  • Best Practices and Lessons Learned From Over 313,649 A/B and MVT Tests
  • 2009 2010 2011 2012 2013
  • Lesson #1: Define Success
  • Lesson #1: Define Success
  • Lesson #1: Define Quantifiable Success Metrics
  • Visitors Per Day Visit
  • Visitors Per Day Sign-Up Rate Visit Email
  • Visitors Per Day Sign-Up Rate Visit $ Per Recipient Email $$
  • Visitors Per Day Sign-Up Rate Visit $ Per Recipient Email $$
  • Media Button
  • Splash Page Experiment Variations Button: 1. Sign Up 2. Learn More 3. Join Us Now 4. Sign Up Now Media: 1. “Get Involved” Image 2. “Family” Image 3. “Change” Image 4. Barack’s Video 5. Springfield Video 6. Sam’s Video
  • Button: “Sign Up”
  • Button: “Learn More”
  • Button: “Join Us Now”
  • Button: “Sign Up Now”
  • Splash Page Experiment Variations Button: 1. Sign Up 2. Learn More 3. Join Us Now 4. Sign Up Now Media: 1. “Get Involved” Image 2. “Family” Image 3. “Change” Image 4. Barack’s Video 5. Springfield Video 6. Sam’s Video
  • Media: “Get Involved”
  • Media: “Family”
  • Media: “Change”
  • QuickTime™ and a H.264 decompressor are needed to see this picture. Media: “Barack’s Video”
  • QuickTime™ and a H.264 decompressor are needed to see this picture. Media: “Springfield Video”
  • QuickTime™ and a H.264 decompressor are needed to see this picture. Media: “Sam’s Video”
  • Splash Page Experiment Variations Button: 1. Sign Up 2. Learn More 3. Join Us Now 4. Sign Up Now Media: 1. “Get Involved” Image 2. “Family” Image 3. “Change” Image 4. Barack’s Video 5. Springfield Video 6. Sam’s Video
  • Splash Page Experiment Variations Button: 1. Sign Up 2. Learn More 3. Join Us Now 4. Sign Up Now Media: 1. “Get Involved” Image 2. “Family” Image 3. “Change” Image 4. Barack’s Video 5. Springfield Video 6. Sam’s Video
  • Splash Page Experiment Variations Button: 1. Sign Up 2. Learn More 3. Join Us Now 4. Sign Up Now Media: 1. “Get Involved” Image 2. “Family” Image 3. “Change” Image 4. Barack’s Video 5. Springfield Video 6. Sam’s Video
  • Splash Page Experiment
  • Splash Page Experiment
  • Splash Page Experiment
  • Splash Page Experiment Email Subscriptions Volunteers Amount Raised Original 7,120,000 712,000 $143,000,000 +40.6% +2,880,000 +288,000 +$57,000,000 New 10,000,000 1,000,000 $200,000,000
  • Splash Page Experiment Email Subscriptions Volunteers Amount Raised Original 7,120,000 712,000 $143,000,000 +40.6% +2,880,000 +280,000 +$57,000,000 New 10,000,000 1,000,000 $200,000,000
  • Splash Page Experiment Email Subscriptions Volunteers Amount Raised Original 7,120,000 712,000 $143,000,000 +40.6% +2,880,000 +280,000 +$57,000,000 New 10,000,000 1,000,000 $200,000,000
  • Lesson #1: Define Quantifiable Success Metrics
  • Lesson #2: Less Is More. Reduce Choices.
  • VS.
  • VS. +8% Sign-Ups
  • +49% Conversion Rate (240 A/B Tests)
  • +15% Conversion Rate +10% $ Per Visitor
  • Lesson #2: Less Is More. Reduce Choices.
  • Lesson #3: Word Matter, Focus On Your Call To Action.
  • Donation Button Experiment
  • Donation Button Experiment Never Signed-Up Signed-Up No Donate Previously Donated 0.0% 0.0% 0.0% 2.3% 27.8% 16.3% -27.8 N/A N/A 15.2% -24.6% 11.9% 8.5% 2.9% 18.4%
  • +14.6% Clicks
  • +15.7% $$ Per Visitor
  • Lesson #3: Word Matter, Focus On Your Call To Action.
  • Lesson #4: Fail Fast.
  • VS. -92.3 % CTR
  • VS. -10 % AOV
  • Lesson #4: Fail Fast.
  • Lesson #5: Nothing Is Sacred. Challenge Assumptions.
  • VS. +600% Engagement
  • Lesson #5: Nothing Is Sacred. Challenge Assumptions.
  • The Future of Optimization One to Many What’s the best experience for the average user?
  • The Future of Optimization One to Many One to Few What’s the best experience for the average user? What’s the best experience for segments of users?
  • The Future of Optimization One to Many What’s the best experience for the average user? One to Few One to One What’s the best experience for What’s the best experience segments of users? for each user?
  • Live Demo!
  • @optimizely