Matt Althauser
GM, Optimizely EMEA 
@malthauser
7,000



500,000



7,000,000,000
Join the
Community:



www.optiverse.com

February 27th, 2000
Holy A/B Testing!
…?
One to Many
 One to Few
 One to One
Evolution of Optimization
What s the best experience for
the average user?	

One to Many
2/27/2000-Present 	

=	

Simple Tools
Original	

Variation	

+606% 
Engagement
Video	

Images
+0.2 % 
Conversions
Video	

Images
2006-Present 	

=	

One to Few
What s the best experience for
segments of users?	

Fire!
Fire!
Flow Analysis…
+15% 
Task Completion
2010-Beyond 	

=	

Wheel!	

One to One
What s the best
experience for each user
on each device?
Donation Button Experiment
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%	

D...
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%	

D...
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%	

D...
2%
Return Visitors
10%
Mobile Visitors
1%
Amsterdam Visitors
0.2%
New Visitors
2%
+28% 
Revenue/Visitor
App Store Blues
mobile.optimizely.com



@malthauser
Digital Data Tips Tuesday #2 - A/B-testing: Matt Althauser - Optimizely
Digital Data Tips Tuesday #2 - A/B-testing: Matt Althauser - Optimizely
Digital Data Tips Tuesday #2 - A/B-testing: Matt Althauser - Optimizely
Digital Data Tips Tuesday #2 - A/B-testing: Matt Althauser - Optimizely
Digital Data Tips Tuesday #2 - A/B-testing: Matt Althauser - Optimizely
Digital Data Tips Tuesday #2 - A/B-testing: Matt Althauser - Optimizely
Digital Data Tips Tuesday #2 - A/B-testing: Matt Althauser - Optimizely
Digital Data Tips Tuesday #2 - A/B-testing: Matt Althauser - Optimizely
Digital Data Tips Tuesday #2 - A/B-testing: Matt Althauser - Optimizely
Digital Data Tips Tuesday #2 - A/B-testing: Matt Althauser - Optimizely
Digital Data Tips Tuesday #2 - A/B-testing: Matt Althauser - Optimizely
Digital Data Tips Tuesday #2 - A/B-testing: Matt Althauser - Optimizely
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Digital Data Tips Tuesday #2 - A/B-testing: Matt Althauser - Optimizely

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#ddtt #2 Keynote by Matt Althauser - the evolution of optimization.

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Digital Data Tips Tuesday #2 - A/B-testing: Matt Althauser - Optimizely

  1. 1. Matt Althauser GM, Optimizely EMEA @malthauser
  2. 2. 7,000
 
 500,000
 
 7,000,000,000
  3. 3. Join the Community:
 
 www.optiverse.com

  4. 4. February 27th, 2000
  5. 5. Holy A/B Testing!
  6. 6. …?
  7. 7. One to Many One to Few One to One Evolution of Optimization
  8. 8. What s the best experience for the average user? One to Many 2/27/2000-Present = Simple Tools
  9. 9. Original Variation +606% Engagement
  10. 10. Video Images
  11. 11. +0.2 % Conversions Video Images
  12. 12. 2006-Present = One to Few What s the best experience for segments of users? Fire!
  13. 13. Fire!
  14. 14. Flow Analysis…
  15. 15. +15% Task Completion
  16. 16. 2010-Beyond = Wheel! One to One What s the best experience for each user on each device?
  17. 17. Donation Button Experiment
  18. 18. 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% Donation Button Experiment Never Signed-Up
  19. 19. 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% Donation Button Experiment Never Signed-Up Signed-Up No Donate
  20. 20. 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% Donation Button Experiment Never Signed-Up Signed-Up No Donate Previously Donated
  21. 21. 2% Return Visitors 10% Mobile Visitors 1% Amsterdam Visitors 0.2% New Visitors 2%
  22. 22. +28% Revenue/Visitor
  23. 23. App Store Blues
  24. 24. mobile.optimizely.com
 
 @malthauser
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