Presentation from Opticon 2017 on how Optimizely uses Optimizely in-house to drive more pipeline and perfect the user experience.

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How Optimizely
Uses Optimizely
Takeshi Young
Web Marketing Manager,
Optimizely

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Introductions
Takeshi Young
@takeshiyoung
Web Marketing
Manager
@bwll
Front End
Engineer
@bradtaylorsf
Senior Front End
Engineer
Bryce Wellington Brad Taylor

3. Behind the Scenes

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Optimizely’s Journey

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The Beginning

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Experimentation Hero
Kyle Rush
Director of Optimization

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December 2015

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Today

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14. Experimentation as a continuous process
• Generate hypotheses
• Scope requirements
• Prioritize experiments
Hypothesis
generation
• Execute experiments or
personalized campaigns
• Real-time performance
monitoring
Execution
• Build new features or experiences
• Determine target audiences
• Develop creative assets
Design and
development
• Reporting and analysis
• Determine next phase
of experiments based
on results
Analysis

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One System to Rule Them All

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Marketing + Product

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Experimentation Heroes

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Ballot Box

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Experimentation Hero
Kyle Rush
Director of Optimization

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Optimizely’s Journey

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Q: What is Optimizely doing today?

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● Add to Cart Clicks
● Cart Abandonment
● Completed Checkout
● Pages per visit
● Article Completion
● Ad Viewability
● Return Visitors
● Subscriptions
● Qualified leads
● Lead conversion rate
● Paid ad conversions
● Increased awareness
What are your sites objectives?

27. What content do we experiment most
with?
• Homepage

28. What content do we experiment most
with?
• Homepage
• Glossary Pages

29. What content do we experiment most
with?
• Homepage
• Glossary Pages
• Resources

30. What content do we experiment most
with?
• Homepage
• Glossary Pages
• Resources
• Paid Advertising Pages

31. What content do we experiment most
with?
• Homepage
• Glossary Pages
• Resources
• Paid Advertising Pages
• Optimizely Login Page

32. TravelRetail FinanceB2B Media
Personalize the story per vertical

33. Program ManagerExecutive
Different content for each persona
Developer

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Q: How does Optimizely use Optimizely?

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Continuous
Optimization

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Extensions
Reusable templates built using HTML, CSS and
JavaScript, to help both technical and non-
technical teams run experiments and
personalization campaigns faster

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Stats Accelerator
Intelligently adjust traffic to speed up experiments

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Promoting Opticon

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Promoting Opticon

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Testing offers with
scrollpop
• Highest performing assets
• Organic traffic
• Accelerate Impact

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Symmetrical
Messaging
• Consistency with ad copy
• Increase conversion rate
• Save money

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Personalization

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Account Based
Marketing
• Tailored experiences for target
accounts
• Firmographic Information

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Homepage Personalization

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Results • 1.5% increase in engagement
• 113% increase in conversions to the
products page
• 117% increase in conversions on the “Test
it Out” CTA to start the account creation
process

47. Hero
Extension
• Enablement
• Scaled to 60 experiences
• QA

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Behavioral
Targeting
• Recommend assets using
firmographic & behavioral
targeting
• Extension built by
FunnelEnvy

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First party data

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First party data

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First party data

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From 1 to 60 to
Infinity

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Q: What does the future look like?

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Stage 3

55. Increasing Experiment Velocity

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More experiments = more wins!

57. What is preventing us from running
more experiments?
• Many experiments require developer
involvement
• Experiments go untested due to
resource constraints
• Experimentation is not part of a user's
content creation workflow

59. Share and update content across
the entire customer journey
Knowledge Base
Academy Developers
Marketing
Community

60. Module - Hero Split
Module - Media Showcase
Module - Media Showcase
Module - Media Showcase

61. Module - Icon Cards
Module - Center Content
Module - Media Showcase

63. Split Page Testing, using Fullstack
• Launch experiments from the
CMS
• No developer needed
• User is not redirected to a new
page
• Optimizely Web is great for small
changes
• Optimizely Full stack enables us
to experiment with completely
different layouts

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Demo

65. Launching Experiments From
Your Content Management System

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Recap
1. Get everyone involved
2. Use a partner to help you along the way
3. Define clear objectives for your site
4. Segment your visitors
5. More Experiments = More Wins

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Q&A

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THANK YOU