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Matt Althauser
GM, Optimizely EMEA 
@malthauser
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500,000



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Join the
Community:



www.optiverse.com

February 27th, 2000
Holy A/B Testing!
…?
One to Many
 One to Few
 One to One
Evolution of Optimization
What s the best experience for
the average user?	

One to Many
2/27/2000-Present 	

=	

Simple Tools
Original	

Variation	

+606% 
Engagement
Video	

Images
+0.2 % 
Conversions
Video	

Images
2006-Present 	

=	

One to Few
What s the best experience for
segments of users?	

Fire!
Fire!
Flow Analysis…
+15% 
Task Completion
2010-Beyond 	

=	

Wheel!	

One to One
What s the best
experience for each user
on each device?
Donation Button Experiment
0.0%	

 0.0%	

 0.0%	

2.3%	

 27.8%	

 16.3%	

-27.8	

 N/A	

 N/A	

15.2%	

 -24.6%	

 11.9%	

8.5%	

 2.9%	

 18.4%	

Donation Button Experiment
Never
Signed-Up
0.0%	

 0.0%	

 0.0%	

2.3%	

 27.8%	

 16.3%	

-27.8	

 N/A	

 N/A	

15.2%	

 -24.6%	

 11.9%	

8.5%	

 2.9%	

 18.4%	

Donation Button Experiment
Never
Signed-Up
Signed-Up
No Donate
0.0%	

 0.0%	

 0.0%	

2.3%	

 27.8%	

 16.3%	

-27.8	

 N/A	

 N/A	

15.2%	

 -24.6%	

 11.9%	

8.5%	

 2.9%	

 18.4%	

Donation Button Experiment
Never
Signed-Up
Signed-Up
No Donate
Previously
Donated
2%
Return Visitors
10%
Mobile Visitors
1%
Amsterdam Visitors
0.2%
New Visitors
2%
+28% 
Revenue/Visitor
App Store Blues
mobile.optimizely.com



@malthauser

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