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What	to	test	next?	
Prioritizing	your	tests
Pauline	Marol
Senior	Product	Manager
pmarol@hotwire.com
Josephine	Foucher
Optimization	Product	Manager
jfoucher@hotwire.com
ConversionXL	Live	2016
Agenda • Where	to	start
• Defining	Prioritization	Rules
• The	Hotwire	framework
• Monitoring	the	Health	of	your	Optimization	Program
2
Where	to	start?
Why	you	need	a	prioritization	process
• Managing	stakeholders
• Bring	transparency	to	optimization
• Build	trust	from	the	company
• Empower	employees
4
Make	your	life	easier
Know	your	destination
• Testing	profile
• Product	strategy
• Optimization	goals
5
Know	what	you	want
Know	yourself
• Get	your	analytics	right
• Listen	to	your	customers
• Look	at	your	competitors
6
Identify	your	opportunities
Structure	your	ideas
• Translate	ideas	into	hypotheses
• Centralize
• Organize	and	tag
7
Build	your	backlog	of	hypotheses
Defining	prioritization	rules
Bryan	Eisenberg	rules Monetate	modelPIE	framework Points	model
There	are	many	prioritization	frameworks
It	all	comes	down	to	Value	and	Effort
If	you	get	value	and	effort	right,	the	rest	is	easy
10
High
Low
High Low
Value
Effort
Validate	
Hypothesis
Do	it!
Forget	it
If	you	have
the	resources
Reach Lift Strategic	fit
Identify	the	drivers	of	Value	and	Effort
11
Value Effort
How	many	
people	will	be	
impacted?
Reasons	to	
expect	a	strong	
reaction
Aligned	with	
strategy
All	the	frameworks	break	down	value	and/or	effort	into	sub-elements,	here	are	the	most	common.	
Creative Development Coordination
In	the	PIE	framework
12
Value
Reach Lift Strategic	fit
Effort
Creative Development Coordination
Potential Importance Ease
Breaking	down	Value	into	Potential	and	Importance
In	the	Monetate	model
13
Value
Reach Lift Strategic	fit
Effort
Creative Development Coordination
Potential Creative	LOE Technical	LOE
Breaking	down	Effort	into	Creative	and	Development
In	the	Bryan	Eisenberg	rules
14
Value
Reach Lift Strategic	fit
Effort
Creative Development Coordination
Impact Resources
Time
Breaking	down	Effort	into	Resources	and	Time
Define	binary	value	rules	that:
• Are	objective (yes/no)
• Discriminate ideas
• Leverage	your	knowledge
Taking	it	to	the	next	level:	The	Points	model
15
Value
Reach Lift Strategic	fit
Effort
Creative Development Coordination
Define	effort	rules	that:
• Represent	your	bottlenecks
• Are	aligned with	existing	sizing
Break	down	each	sub-element	into	specific	rules,	to	remove	personal	bias
Hotwire	Car	Framework
1. Primary	metric	is	
conversion
2. Adding	or	
removing	info
3. Research/analytics
4. Benchmarking
In	the	Points	model
17
Value
1. Above	the	fold
2. All	customers	
will	see	it
1. $$	product
2. Cancellation
3. Choice
4. Multiple	themes
Effort
Creative Development Coordination
UX/UI	points
Copywriting	needs
Engineering	points
Reach Lift Strategic	fit
Hotwire	Car	prioritization
If we	add	a	Free	cancellation	flag	on	the	checkout	page	
Then our	conversion	rate	will	increase
Because customers	will	feel	more	confident	about	reserving	a	car	
knowing	that	they	can	change	their	mind
18
Hotwire	Car	prioritization
19
Fold
Test 1
Hotwire	Car	prioritization
Free cancellation	flag
20
Fold
100%
Test 1 0
Fold
100%
Main	metric
Test 1 0 1
Fold
100%
Main	metric
Addingor	
removing
Test 1 0 1 1
Fold
100%
Main	metric
Addingor	
removing
Analytics	or	
research
Test 1 0 1 1 0
Fold
100%
Main	metric
Addingor	
removing
Analytics	or	
research
Benchmarking
Test 1 0 1 1 0 1
Fold
100%
Main	metric
Addingor	
removing
Analytics	or	
research
Benchmarking
$$	product
Test 1 0 1 1 0 1 0
Fold
100%
Main	metric
Addingor	
removing
Analytics	or	
research
Benchmarking
$$	product
Cancellation
Test 1 0 1 1 0 1 0 0
Fold
100%
Main	metric
Addingor	
removing
Analytics	or	
research
Benchmarking
$$	product
Cancellation
Choice
Test 1 0 1 1 0 1 0 0 0
Fold
100%
Main	metric
Addingor	
removing
Analytics	or	
research
Benchmarking
$$	product
Cancellation
Choice
2	themes
Test 1 0 1 1 0 1 0 0 0 1
Fold
100%
Main	metric
Addingor	
removing
Analytics	or	
research
Benchmarking
$$	product
Cancellation
Choice
2	themes
Total
Test 1 0 1 1 0 1 0 0 0 1 5
Fold
100%
Main	metric
Addingor	
removing
Analytics	or	
research
Benchmarking
$$	product
Cancellation
Choice
2	themes
Total UX Dev
Test 1 0 1 1 0 1 0 0 0 1 5 S S
Hotwire	Car	prioritization
21
Fold
100%
Main	metric
Addingor	
removing
Analytics	or	
research
Benchmarking
$$	product
Cancellation
Choice
2	themes
Total UX Dev
Test1 1 0 1 1 0 1 0 0 0 1 5 S S
Test2 1 1 1 1 1 0 1 0 0 0 6 M L
Test
150
0 0 1 1 1 1 1 1 1 1 8 L S
Monitoring	the	Health	of	your	Optimization	Program
Use	KPIs	to	monitor	and	communicate	performance
Choose	metrics	based	on	your	risk	profile	and	
testing	strategy.
We	recommend:
• Velocity
• Win	Rate
• Conversion	lift
If	your	KPIs	go	down,	revisit	your	rules.
Benchmark	your	prioritization	rules	to	stay	relevant
Validate	the	correlation	between	score	and	reality
• Value	score	vs.	Win	rate
If	your	rules	efficiency	flattens,	revisit	your	rules.
0%
25%
50%
75%
100%
0 2 4 6 8 10
Win	Rate Value	Score
Benchmarking	Value	Points
Share	and	Educate
• Share	your	prioritization	rules	and	be	transparent
• Get	feedback	to	make	the	rules	better
• Educate	and	scale	outside	your	optimization	team
When	you	aggregate	feedback,	revisit	your	rules.
Build	knowledge
• Aggregate	results	
• Translate	CR	lift	into	learning	and	customer	
insights
• Adjust	your	testing	profile,	your	optimization	
goals	
As	you	accumulate	learning,	revisit	your	rules.
Your	turn!
27
1 2 3
Do	your	research Build	prioritization	rules Keep	improving	them
We’re	Hiring!
Pauline	Marol
pmarol@hotwire.com
Josephine	Foucher
jfoucher@hotwire.com

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