In this the keynote of the Optimizely Experience London, Matt Althauser (GM Optimizely Europe) shows where Optimizely has started in 2010 and how the product has evolved since. During his talk fellow team members explained these additional features in more detail. Features include: - Drag & Drop WYSIWYG editor - Mobile - API - Audiences - Balanced Content Delivery Network (CDN)

1. THE OPTIMIZELY EXPERIENCE
Matt Althauser
GM EMEA, Optimizely

2. AGENDA
10:05 - 11:15 Optimizely Experience Keynote
11:15 - 11:45 Case Study: The Student Room
11:45 - 12:00 Break
12:00 - 1:00 Optimisation Roundtables
1:00 - 2:00 Lunch
2:00 - 2:30 Case Study: Haymarket
2:30 - 3:15 Creating a Testing Roadmap
3:45 - 3:45 Case Study: StubHub
3:45 - 4:00 Closing Notes
4:00 - 5:00 Networking Drinks

3. OPTIMIZELY
Matt Althauser, GM EMEA

4. Enable the world to turn data into action

5. OUR STORY
Obama
Campaign
2008
Optimizely.com
Launches!
2010
YC
2009

6. DEMO

7. AN EXAMPLE: CODE.ORG
Hadi Partovi, Founder

8. CAPITALIZING ON TRAFFIC
+12 Million
Original Winning Variation
additional
participants

9. CAPITALIZING ON TRAFFIC
Students Organizers
*Hadi Partovi, “Simple Testing Can Boost CS Education 29% Overnight.”
PR Launch!
A/B Testing Begins
Winning A/B Test !
Variation Implemented

10. OUR STORY
Optimizely.com
Launches!
Obama
Campaign
YC
2008 2009
2010

11. Targeting
2011

12. OPTIMIZE EVERY CHANNEL
Content Marketing
Paid Marketing
Email Marketing
Organic Traffic
Lead Acquisition
Social Media

13. AN EXAMPLE: LIFTOPIA!
Dave Nuffer, Product Manager

14. OPTIMIZE EVERY CHANNEL
Organic Search
Paid Ads
(Search)
Direct Traffic
Avg. $ Size Avg. $ Size
Avg. $ Size
% Conversion % Conversion
% Conversion
= Online Revenue

15. OPTIMIZE EVERY CHANNEL
+20%
additional
conversions
Original Landing Page Pared-Down Variation

16. OPTIMIZE EVERY CHANNEL
+23.7%
additional
conversions
Original Date Selection Page Pared-Down Variation

17. AN EXAMPLE: BLEACHER REPORT
Peter Hastie, Frontend Development

18. CAPITALIZING ON TRAFFIC
Original Current Variation
+764%
social media
followers

19. CAPITALIZING ON TRAFFIC
Implemented
optimization strategy
*Peter Hastie, “Optimizely Developer Showcase,” OptiCon 2014.

20. Targeting
2011
Mobile Web
2012

21. AN EXAMPLE: RENTPATH!
Scott Ehly, Site Optimisation/Usability Analyst

22. MOBILE WEB
Original Variation
+1.6%
additional
leads

23. AN EXAMPLE: VEGGIE TALES!
Megan Bush, Conversion Optimisation Consultant

24. MOBILE WEB
Original Variation
+28%
Revenue per
Visitor

25. Targeting Mobile Web
2011 2012
Localization
Localisation
2013

28. Localization
Localisation
Targeting Mobile Web
2011 2012 2013

29. 2014
Audiences

30. WELL-KNOWN EXAMPLES OF
PERSONALISATION

31. AN EXAMPLE: IRON MOUNTAIN
Eric Bruyn, Digital Marketing

32. PERSONALISING CONTENT
+123%
content
engagement
Variation - Original - No Personalisation Targeted for Healthcare

33. CUSTOMER SUCCESS!
Steven Grijzenhout, Solution Architect Team Lead

35. DEMO

36. 2014
Audiences
Developer
Platform

37. CUSTOMER SUCCESS!
Adam Levinson, Customer Success Manager

39. WHAT MAKES CLIENTS!
SUCCESSFUL IN TESTING?

40. THE MILLION DOLLAR/EURO/POUND!
QUESTION:!
!
HOW DO WE GO FROM

41. THIS

42. TO THIS

43. WHAT DOES THE DATA SAY?

45. MORE DATA

46. MORE DATA

47. MORE DATA

49. KEY FINDINGS
• Correlation between business impact and # of tests run. (Not earth shattering)
• Correlation between # of users and business impact.
• People focusing on the right thing, can drive huge impact.

50. TESTING (LIFE) IS A FUNCTION OF:!
HOW MANY / WHAT

51. PHILOSOPHIZING + TESTING
TL:DR: Time spent / Impact
• Success at the gym: How many times you go to the gym / what exercises
you do
• Success in your job: How long you work / what work you do
• Success in your relationship: How much time you spend together / What
kind of time you spend together

52. THE PROBLEM
How can we run more impactful tests
while decreasing the time spent to run those tests?

56. WHY DON’T MORE PEOPLE TEST!
HEADLINES?

57. KEY FINDINGS
• Short lifecycle- an article lasts a day

58. KEY FINDINGS
• Complicated process with a lot of stake holders.

59. KEY FINDINGS
• Give access to your editors and your website could look like this…

60. OR THIS…

61. NOW INTRODUCING: !
REST API + DEVELOPER PLATFORM

62. DEVELOPERS.OPTIMIZELY.COM

63. 2014
Developer
Platform
Audiences Ecosystem

64. PARTNERSHIPS
Tai Rattigan, Head of Partnerships EMEA

65. ECOSYSTEM
• TECHNOLOGY PARTNERS
• SOLUTIONS PARTNERS
• COMMUNITY

66. TECHNOLOGY PARTNERS

68. action!
data!
causal!
inference!

69. Campaign Integrations!
What will our ecosystem look like?!
action!
data!
Audience Integrations! Goal Tracking Integrations!
CMS Integrations!
Analytics Integrations!
causal!
inference!
!
!
!
experience!

70. 13!

71. SOLUTIONS PARTNERS

74. +
Training Certification

77. COMMUNITY

81. Developer
Platform
Audiences Ecosystem
Native
Mobile

82. OPTIMIZELY
Oren Cohen, UK Team Lead

83. 2014
Developer
Platform
Audiences
Native
Mobile
Ecosystem

84. Enable the world to turn data into action