Optimizely Customer Showcase - Bing Ads

646 views

Published on

This presentation was given by Erin Zefkeles of Bing Ads at the Optimizely Experience in Seattle. It walks through how they come up with experiment ideas, what kind of tests they run, and the results.

Published in: Business
  • Be the first to comment

Optimizely Customer Showcase - Bing Ads

  1. 1. Erin Zefkeles | @ErinZef | Global Online Marketing Manager
  2. 2. A/B Testing on Our Campaigns Fixed design & branding webpage template Resource constrained Optimizely & competitor product available for us Core Testing Team of 3 @ErinZef
  3. 3. Review competitor sites & our personal favorites sites Monthly call for ideas from partner teams Compiled list on SharePoint for people to add to Review how much time each test will take Prioritize based on country size & business impact Ideation Process @ErinZef
  4. 4. Smaller markets = quick wins, fast to implement Review & Selection @ErinZef
  5. 5. we got a 10% lift or more in visitors moving on in the process by testing CTA messages Submit vs Real world example: Test & Refine….
  6. 6. Review & Selection of testing ideas for bigger countries
  7. 7. Credit quickmeme.com “
  8. 8. NO Test your assumptions you’ll likely be surprised by the answer!
  9. 9. Assumption: visitors prefer a visually appealing page with imagery Reality Check: It depends, results differed by browser type, audience and market Image vs. No Image Original Main Image w/Simple Text No Image @ErinZef
  10. 10. Small quick wins, fast to implement Verify our assumptions Look to solve current business problems Review & Selection @ErinZef
  11. 11. BUSINESS CHALLENGE: @ErinZef @BingAds Significant number of fraudulent requests for coupon
  12. 12. Concern #1: Prevent fraudulent submissions impacting testing results Concern #2: Deter fraudulent submissions all together @ErinZef
  13. 13. Concern #1: Prevent fraudulent submissions impacting testing results Concern #2: Deter fraudulent submissions all together – redirect? @ErinZef
  14. 14. Small quick wins, fast to implement Verify our assumptions Look to solve current business problems Innovate Review & Selection Launch - Test - Analyze - Refine - Test - Grow @ErinZef
  15. 15. Nimble Taking quick action on customer feedback Customer posted concern on Facebook Determined landing page could be updated to avoid similar dissatisfaction Went into Optimizely and immediately updated the page Took minutes to improve the customer experience & help avoid negative PR online @ErinZef
  16. 16. Improved customer EXPERIENCE Business Impact Reduced Expenses 40% Up to more engagement with our landing pages @ErinZef
  17. 17. Take Note ◊ Use Optimizely for the small changes pending in your web team’s queue ◊ Come up with plan ◊ Be willing to make mistakes ◊ Test, refine & test again! ◊ Understand your funnel – what impact your test has during each phase ◊ It’s so easy! If you don’t try how will you determine what works? @ErinZef
  18. 18. Questions? @ErinZef @BingAds

×