As more brands focus on digital marketing and Direct-to-Consumer strategies, experimentation can help them efficiently increase consumer engagement. At Clorox, a data-driven experimentation strategy helps them leverage insights across multiple brands. Watch the on-demand webinar to learn: - How Clorox gathers insights from omnichannel experimentation to turn visitors into consumers - Clorox’s experimentation strategy including how an experiment to remove price friction helped their conversion rate optimization - The process behind creating “Ways of Working” for experimentation programs across Clorox’s Direct-to-Consumer (DTC) brands

1. MILES LIEDTKE
Brand Engagement Manager, Clorox
STEVEN SCHULER
Director, Product Marketing, Optimizely
How Clorox Experiments
Across Brands to Turn
Visitors into Consumers

2. 2
STEVEN SCHULER
Director, Product Marketing
Optimizely
MILES LIEDTKE
Brand Engagement Manager
Clorox

3. 3
Housekeeping ● We are recording this webinar
● You will be emailed the slides and
recording
● Ask your questions via the webinar
chat box
● We’ll answer any questions at end

4. 4
About Optimizely

5. 5
The only solution built for your entire team: engineers, product
managers, growth marketing, and data analysts.
What
We Do
A unified platform for feature flagging, progressive rollouts,
and A/B/n testing across the entire customer journey.
World’s #1 digital laboratory - Optimizely customers have
run over 1.8M experiments on our platform since 2010.
Put customers at the center of your
product development & delivery process
Leader in Progressive Delivery
& Experimentation
Measure customer data from real users in production
environments, so that every feature delivered is high-quality
and high-value.
Built for the whole team

6. 6
Optimizely puts customer data at the center of your
product development process – move fast with confidence
BUILD
IDEATE
MEASURE
Validate quickly
● Painted doors
● Validating MVPs
● Qualitative research
● Exploratory A/B testing
Quantify impact
● Feature validation
● A/B/n & multivariate tests
● Iterative adjustments
● Measuring business impact
● CRO / funnel optimization
Deliver confidently
● Frequent, small releases
● Feature flagging
● Progressive rollouts
● Easy rollbacks
● Remote configuration
Continuous Data
Statistically Valid
Test in Production

7. `
Full Stack
Optimizely Platform
Built for product, engineering, growth, and data teams
Javascript snippet experimentation
enabling optimization through an easy
to use WYSIWYG visual editor.
Enterprise Expertise
Real-time
Data & Statistics
Progressive Delivery &
Experimentation
Enablement Services Ongoing Support Training & Documentation
Governance Security Scale
Zero-latency feature-flagging and in-code
experimentation implemented via 12 SDKs
or as a microservice (beta)
Web
Rollouts:
Standalone, free feature flagging
Performance Edge: Faster experiments
processed at the edge (CDN)
Stats EngineData Integration Flexible analysis
Open APIs

8. 8
And now...Miles!
For more information visit:
www.optimizely.com

9. “Learn Small. Scale Big.”
DTC + EXPERIMENTATION
MILES LIEDTKE
Site Experience & Optimization Manager, DTC BU, The Clorox Company

10. Professional Father and Professional Optimizer
Kayaking, Golf…
Like my work, I am always optimizing to get better.
My personal & professional motto is “Stack your wins. Learn from your losses.”

11. Agenda:
● How did I get into DTC and Experimentation?
● Past and Present DTC Tactics and Testing Tools
● Ways of Working within DTC First Party Data and Testing
● How the Program Evolved to Supporting Omni in Addition to DTC
● Examples & Situations
● Closing: About the Future
“Learn Small. Scale Big.”

12. Amazing House Hold Penetration - 8 of 10 homes in the U.S.

13. Direct to Consumer Playground
Direct 1 on 1 relationships with consumers. First Party Data gold mine.

14. I am hungry
to win.

15. I am hungry.

16. How did I get into this?
100%
CREATIVE DRIVEN
100% DATA DRIVEN
20 YEARS AGO
1ST TASTE OF DATA
FAST FORWARD 7
HELLO DTC
4 YEARS LATER TODAY & THE LAST 4 YEARS

17. How did I get into this?
100%
CREATIVE DRIVEN
100% DATA DRIVEN
20 YEARS AGO
1ST TASTE OF DATA
FAST FORWARD 7
HELLO DTC
4 YEARS LATER TODAY & THE LAST 4 YEARS

18. How did I get into this?
100%
CREATIVE DRIVEN
100% DATA DRIVEN
20 YEARS AGO
1ST TASTE OF DATA
FAST FORWARD 7
HELLO DTC
4 YEARS LATER TODAY & THE LAST 4 YEARS
3:00 min

19. How did I get into this?
100%
CREATIVE DRIVEN
100% DATA DRIVEN
20 YEARS AGO
1ST TASTE OF DATA
FAST FORWARD 7
HELLO DTC
4 YEARS LATER TODAY & THE LAST 4 YEARS

20. TODAY
We lean on experimentation in 5 key ways:
i. Deliver Brand Insights
ii. Validate New Features or Old Ones
iii. Create Media Efficiencies
iv. Deliver Incremental Revenue On and Offline
v. Personalization

21. To win, make highly informed choices,
validate investments and to remain objective.
WHY DO WE EXPERIMENT

22. Can we move the needle by
adjusting pricing?
We can generate insights to drive both on and offline sales.
PRICING
340%
• Increase in unit sales
30B Extra Care Probiotic
YES

23. Can we move the needle by
adjusting pricing?
We can generate insights to drive both on and offline sales.
PRICING
340%
• Increase in unit sales
30B Extra Care Probiotic
YES
NEW PACKAGING
Will our new packaging
impact performance on
the digital shelf?
YES
33%
• Increase in revenue
• Across 4 tested SKUs

24. Can we move the needle by
adjusting pricing?
We can generate insights to drive both on and offline sales.
PRICING
340%
• Increase in unit sales
30B Extra Care Probiotic
YES
NEW PACKAGING
Will our new packaging
impact performance on
the digital shelf?
YES
33%
• Increase in revenue
• Across 4 tested SKUs
Is our new claim
working?
ENGAGEMENT
YES
19%
• Increase CTR Home Page Hero
• 24% increase in revenue

25. Can we move the needle by
adjusting pricing?
We can generate insights to drive both on and offline sales.
PRICING
340%
• Increase in unit sales
30B Extra Care Probiotic
YES
NEW PACKAGING
Will our new packaging
impact performance on
the digital shelf?
YES
33%
• Increase in revenue
• Across 4 tested SKUs
Is our new claim
working?
ENGAGEMENT
YES
19%
• Increase CTR Home Page Hero
• 24% increase in revenue
If we make it easier to shop,
will people buy more from us?
TRANSACTION RATE
49%
• Increase in revenue by
moving location of products
on home page
YES

26. Can we move the needle by
adjusting pricing?
We can generate insights to drive both on and offline sales.
PRICING
340%
• Increase in unit sales
30B Extra Care Probiotic
YES
NEW PACKAGING
Will our new packaging
impact performance on
the digital shelf?
YES
33%
• Increase in revenue
• Across 4 tested SKUs
Is our new claim
working?
ENGAGEMENT
YES
If we make it easier to shop,
will people buy more from us?
TRANSACTION RATE
49%
• Increase in revenue by
moving location of products
on home page
YES
Can we impact businesses more broadly?
ABSOLUTELY
19%
• Increase CTR Home Page Hero
• 24% increase in revenue

27. HOW DO WE EXPERIMENT
IDEATION
PLANNING, DESIGN, DEVELOPMENT and EXECUTION
MEASUREMENT
INSIGHTS and SHARING

28. Examples & Situations

29. +74% Increase in add to bag
Tip:
While the early simple ones are running, take
some time to analyze and develop a
roadmap and backlog of ideas.
Redesigning the Add to Bag button to
improve visibility on desktop and mobile will
increase conversion.
Primary metric to track: Added product to cart
Hypothesis
Results
Just get going. The fruit is on the ground. Pick it
up.

30. “The Happy Accident”

31. A
Keep your eyes open. You could miss huge
opportunities.
B

32. By removing price, we removed friction.
• 92% more people clicked on the more expensive item without price
• 29% more clicked on the lower priced item without price
We learned that consumers focused on benefits vs price.
- It makes sense as our products do require more education
How do we scale this?

33. How do we scale this: Note: we do show pricing on product pages
• Home page category thumbnails
• Category page thumbnails
• Site Search results thumbnails
+36% increase in products viewed
+14% increase in completed orders
+31% increase in revenue
+15% increase in average order value
Without Pricing Results:

34. “The Redesign Disagreements”

35. When design and politics mix, conversations can get messy,
but…
How did pricing find its way back
into the experience?

36. • Experimentation is on your side
• Testing is unbiased
• Testing is data driven
• Testing helps break stubborn POVs

37. “The Future Sounds Amazing”

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Questions?