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Optimizely & Dutch Railways - Laying the Groundwork for Your Experimentation Program

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If you are getting started in the experimentation world, and you're keen to learn more about improving digital experiences, this presentation is for you. Learn how NS.nl (Dutch Railways) laid the groundwork for a high performing experimentation program (A/B testing) allowing them to become highly customer-centric and observe direct impact on the organization's revenue.

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Optimizely & Dutch Railways - Laying the Groundwork for Your Experimentation Program

  1. 1. Jason G’Sell Lead Training Consultant, Optimizely Wouter Jansen Product Owner, Conversion Optimization, Dutch Railways Laying the Groundwork of Your Experimentation Program
  2. 2. 2 Housekeeping  Welcome to Opticon!  Feel free to ask questions during the Q&A  We want to hear from you! Please give feedback in the evaluation post-Opticon
  3. 3. Agenda: • Four measurements of experimentation program maturity • How to lay the foundations of your experimentation program • How Dutch Railways grew its experimentation program
  4. 4. Create a culture Adopt technology Design a strategy Build a team
  5. 5. 5 BUSINESS VALUE VELOCITY/VOLUME LEVEL 1 Executional Start LEVEL 2 Foundational Growth LEVEL 3 Cross-Functional Advancement LEVEL 4 Operational Excellence LEVEL 5 Culture of Experimentation
  6. 6. 6 Maturity Model Categories Team Culture Strategy Tech
  7. 7. 7 Why do we aim for balance?
  8. 8. 8 Maturity Model Categories Team Culture Strategy Tech
  9. 9. 9 Who Owns Experimentation?
  10. 10. 10 Who Runs Experimentation?
  11. 11. 11 Who Runs Experimentation?
  12. 12. 12 Who Runs Experimentation?
  13. 13. 13 Who Runs Experimentation?
  14. 14. 14 Who Runs Experimentation?
  15. 15. 15 Who Runs Experimentation?
  16. 16. 16 Who Runs Experimentation?
  17. 17. 17 Team Skills Hard Skills Soft Skills Optimizely Platform Skills
  18. 18. 18 Maturity Model Categories Team Culture Strategy Tech
  19. 19. 19 Reporting Experiment Wins/Losses Program Reporting/ROI Communication Create Management Awareness
  20. 20. 20 Communication Experimentation forums Newsletters Infographics Business Updates Create Management Awareness
  21. 21. 21 Management Awareness Reporting Experiment Wins/Losses Program Reporting/ROI Create Management Awareness Communication Experimentation forums Newsletters Infographics Business Updates
  22. 22. 22 Maturity Model Categories Team Culture Strategy Tech
  23. 23. 23 Process Best Practices
  24. 24. 24 What ○ Prioritized experiments ○ Balanced testing schedule Roadmap Best Practices: What to include
  25. 25. 25 When ● Timeline ● Highlight interferences What ○ Prioritized experiments ○ Balanced testing schedule Roadmap Best Practices: What to include
  26. 26. 26 Who ○ Availability of resources ○ Dependencies When ● Timeline ● Highlight interferences What ● Prioritized experiments ● Balanced testing schedule Roadmap Best Practices: What to include
  27. 27. 27 ObjectivesWho ● Availability of resources ● Dependencies When ● Timeline ● Highlight interferences What ● Prioritized experiments ● Balanced testing schedule ● Funnel coverage ● Strategic theme Roadmap Best Practices: What to include
  28. 28. 28 Maturity Model Categories Team Culture Strategy Tech
  29. 29. 29 Experimentation Eco-System
  30. 30. 30 Experimentation Eco-System
  31. 31. 31 Takeaways
  32. 32. 32 Takeaways • Don’t let starting at stage 1 keep you from starting!
  33. 33. 33 Takeaways • Don’t let starting at stage 1 keep you from starting! • Identify your program’s strengths and lean into them
  34. 34. 34 Takeaways • Don’t let starting at stage 1 keep you from starting! • Identify your program’s strengths and lean into them • Ensure your team has the hard and soft skills to be successful
  35. 35. Agenda: • Four measurements of experimentation program maturity • How to lay the foundations of your experimentation program • How Dutch Railways grew its experimentation program
  36. 36. Dutch Railways (NS) Wouter Jansen Product Owner, Conversion Optimization
  37. 37. Q&A
  38. 38. Thank you!

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