Opticon 2015-Optimization at Optimizely

1. #opticon2015 Optimization at Optimizely Ash Alhashim Director of Sales & Market Development, Optimizely @ashalhashim ash@optimizely.com Amanda Swan Community Manager, Optimizely @swan606 amanda@optimizely.com Adam Avramescu Head of Customer Education, Optimizely @avramescu adam.avramescu@optimizely.com

2. We optimize a lot. Today, let’s focus on one slice of the pie.

3. When experimenting, there can be many sources of complexity When testing, there can be many sources of complexity

4. A few examples…

5. #opticon2015 Optimizing Optiverse Amanda Swan Community Manager, Optimizely @swan606 amanda@optimizely.com Adam Avramescu Head of Customer Education, Optimizely @avramescu adam.avramescu@optimizely.com

6. What is Optiverse? Optimizely’s Community, Knowledge Base, & Academy

7. What you’ll get out of this portion • Trying to optimize your support site or community? • Testing search or nav structures? • What do you do with low sample size (low conversions)? • How do you optimize without clear conversion funnels?

8. Effective Communication Channels are Crucial

9. 4 Steps

10. Expose themes through qualitative feedback

11. Test assumptions through conceptual validation

12. Analyze results for directions & preferences

13. Loop back to qualitative validation and expand the hypothesis

14. Optiverse Search

15. Hypothesis By removing non-essential filters, and making the essential ones more prominent, we can increase filter usage, improving the relevance of results.    Are “content type” filters actually useful and relevant to visitors?

16. Exposing themes through qualitative feedback

17. Testing assumptions through conceptual validation

18. Testing assumptions through conceptual validation

20. Analyze results for directions & preferences Support Clicks > Academy & Community Clicks

21. Loop back to qualitative validation & expand the hypothesis

24. The Knowledge Base

25. Hypothesis The existing search experience and relevant sidebar content are less helpful for visitors to find the right support content.    If we create search-first and FAQ-first experiences, will visitors engage with these options more?

26. Exposing themes through qualitative feedback Search SidebarDrawers

27. Testing assumptions through conceptual validation Search

28. Testing assumptions through conceptual validation Sidebar

29. Testing assumptions through conceptual validation Sidebar Search

35. • Implement prominent search • Search-ﬁrst vs. search AND sidebar • Diﬀerent types of FAQ content • What would this look like without the drawers? Loop back to qualitative validation & expand the hypothesis

36. Summing Up the 4 Steps • Expose themes through qualitative feedback • Test assumptions through conceptual validation • Analyze results for directions & preferences • Loop back to qualitative validation & expand the hypothesis LEARN from every experiment

37. #opticon2015 Optimizing for Reductions & Operational Efficiencies Ash Alhashim @ashalhashim ash@optimizely.com Director of Sales & Market Development

38. Background

39. gmrfmrf@fgjkd.co 6969@aol.com hahahaha@gmail.com poop@poop.com areyou@kidding.me fdfoijdsdjs@fdaf.com fdfoijdsdjs@fdaf.com whatevzzz@gmail.com Background leavemealone@ymail.com

40. How can we reduce errors without negatively impacting lead gen numbers?

41. Adding email verification to our lead form will increase the overall lead quality, and allow Sales Development Representatives to spend their time on more revenue generating activity. Hypothesis

42. All non-signed-in visitors to the homepage that click on “Test it Out” will enter the experiment Audience

43. Original Variation #1

44. The Recipe

45. Ingredients

46. Ingredients

47. Body text goes here.

50. Ingredients

53. The Recipe: Preparation

54. The Recipe: Preparation • Test launched using conditional activation mode • Stopping Condition: 33,570 visitors • Double blind experiment

55. Goals

56. Goals Primary Goal: • Sales Accepted Leads

57. Goals Primary Goal: • Sales Accepted Leads Secondary Goals: • Lead/Account Creation • Avg. Infer Lead Score • Opportunity Creation • Customer Creation

58. Results

59. Body text goes here. Results Statistical

60. KeyTakeaways • Most experiments result in a statistical tie – plan accordingly • Define success before you run an experiment • Test deep into your funnel, we have the technology • Don’t only optimize for CR lift; test for quality as well

61. #opticon2015 Ash Alhashim Director of Sales & Market Development, Optimizely @ashalhashim ash@optimizely.com Amanda Swan Community Manager, Optimizely @swan606 amanda@optimizely.com Adam Avramescu Head of Customer Education, Optimizely @avramescu adam.avramescu@optimilzey.com Thank you!

Opticon 2015-Optimization at Optimizely

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