In this talk Mark Halvorson will explore how Atlassian, the creator of JIRA and Confluence, has used Magnolia CMS and other tools to operationalize A/B testing to continually optimize Atlassian's website.
A/B Testing - How to Break Things and Fail Fast...without Breaking Things
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2. MARK HALVORSON • HEAD OF INTERACTIVE • ATLASSIAN SOFTWARE • @halv0112
A/B Testing
HOW TO BREAK THINGS AND FAIL FAST…
WITHOUT BREAKING THINGS
3. About Atlassian
• Products include: JIRA, Confluence, Bitbucket, HipChat…
• Founded in 2002
• Over 35,000 Customers
• Over 700 employees globally
• No sales people
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We h e l p g r e a t t e a m s b u i l d b e t t e r s o f t w a r e , t o g e t h e r.
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5. Think big, act small, fail fast, learn rapidly.
"LEAN SOFTWARE DEVELOPMENT” BY MARY AND TOM POPPENDIECK (2003)
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6. Atlassian A/B Testing is cross functional
• Email
• Product Management
• Customer Platform
• Customer Advocates
• Internal Systems
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C e n t r a l G r o w t h H a c k i n g Te a m t o s u p p o r t :
• Leads
• Product Marketing
• Support
• Bitbucket
• HipChat
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9. SCHEDULE TO AVOID CONFLICTS
BUILD OUT GOOD CANDIDATES
TRIAGE BASED ON POTENTIAL IMPACT
COLLECT GREAT IDEAS
Our Process
ANALYZE RESULTS
RUN EXPERIMENTS
10. SCHEDULE TO AVOID CONFLICTS
BUILD OUT GOOD CANDIDATES
TRIAGE BASED ON POTENTIAL IMPACT
COLLECT GREAT IDEAS
Our Process
ANALYZE RESULTS
RUN EXPERIMENTS
16. • Pebbles
• Change in copy or CTA presentation
• Rocks
• New page (e.g. no Dev Tools family page)
• Boulders
• Simplified order form.
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Types of tests
22. SCHEDULE TO AVOID CONFLICTS
BUILD OUT GOOD CANDIDATES
TRIAGE BASED ON POTENTIAL IMPACT
COLLECT GREAT IDEAS
Our Process
ANALYZE RESULTS
RUN EXPERIMENTS
29. SCHEDULE TO AVOID CONFLICTS
BUILD OUT GOOD CANDIDATES
TRIAGE BASED ON POTENTIAL IMPACT
COLLECT GREAT IDEAS
Our Process
ANALYZE RESULTS
RUN EXPERIMENTS
45. SCHEDULE TO AVOID CONFLICTS
BUILD OUT GOOD CANDIDATES
TRIAGE BASED ON POTENTIAL IMPACT
COLLECT GREAT IDEAS
Our Process
ANALYZE RESULTS
RUN EXPERIMENTS
47. SCHEDULE TO AVOID CONFLICTS
BUILD OUT GOOD CANDIDATES
TRIAGE BASED ON POTENTIAL IMPACT
COLLECT GREAT IDEAS
Our Process
ANALYZE RESULTS
RUN EXPERIMENTS
53. SCHEDULE TO AVOID CONFLICTS
BUILD OUT GOOD CANDIDATES
TRIAGE BASED ON POTENTIAL IMPACT
COLLECT GREAT IDEAS
Our Process
ANALYZE RESULTS
RUN EXPERIMENTS
60. • Ideas are everywhere
• Everything affecting conversion is tested
• No traffic wasted
• Be aggressive
• Regular cadence
• Never run a test that you wouldn’t want to win
Our Test Philosophy
61. • Ideas are everywhere collect as many as you can, prioritize based on
impact.
• Use ticket number everywhere so everyone is referring to the same
test.
• Involve stakeholders and developers… and get approvals.
Key Take Aways