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You are the Catalyst: Optimization Champions’ Keys to Success

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This document discusses keys to success for optimization champions and creating great experimentation programs. It emphasizes that experimentation is important for driving motivation, insights and innovation. Great experimentation programs have five fundamentals - process, accountability, culture, expertise and technology. It provides perspectives from optimization champions at various companies on how they implement experimentation programs and priorities like establishing true north metrics and goals.

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© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome You are the Catalyst: Optimization Champions’ Keys to Success Chris Goward Founder & CEO, WiderFunnel
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Conversion Rate Optimization
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Experimentation
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Experimentation =/= UX Improvements Experimentation Drives: Motivation Insights Business Innovation Delightful Experiences
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome > 35,000 experiments per year > 30 Billion variant combos live at once > 15,000 experiments per year 7,000-10,000 experiments per year
Tweet this: @ChrisGoward #Awesome © 2007-2018 WiderFunnel Marketing Inc. What creates great experimentation programs?
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome 1 2 3 4 5
Tweet this: @ChrisGoward #Awesome © 2007-2018 WiderFunnel Marketing Inc. The 5 Fundamentals for Experimentation Programs
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Constraint
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Constraint
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Your Experimentation PACET™ Proces s Accountability Culture Expertis e Technology
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome “Most large organizations embrace the idea of invention, but are not willing to suffer the string of failed experiments necessary to get there.” - Jeff Bezos
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Even in mature (Level 4) organizations, optimizers say experiments are consistently derailed by gut-feeling. Source: “State of Experimentation Maturity 2018” research study by WiderFunnel, widerfunnel.com/research
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Proven Quantitative Logical Solid Intuitive Qualitative Inspired FuzzyYang Yin
Tweet this: @ChrisGoward #Awesome © 2007-2018 WiderFunnel Marketing Inc. The experimentation mindset should be embedded into your process.
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome “If you can’t describe what you are doing as a process, you don’t know what you are doing.” -W. Edwards Deming
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Your Experimentation PACET™ Proces s Accountability Culture Expertis e Technology
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Harper Grubbs Director of Digital Marketing www.Heifer.com An Optimization Champion’s Perspective
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Harper Grubbs Director of Digital Marketing www.Heifer.com An Optimization Champion’s Perspective
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Infinity Optimization Process
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Explore
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Explore Your visitors convert in their minds before they convert with their click.
Tweet to: @chrisgoward
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Self-consistency Bias
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Self-consistency Bias We like to keep consistent with what we think, say and do, and will change to ensure this is so. - Cialdini, Influence. (2006)
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Cognitive Dissonance Cognitive Dissonance is mental stress experienced when a person holds contradictory beliefs, or acts in contradiction to existing beliefs. - Leon Festinger (1957)
Tweet this: @ChrisGoward #Awesome © 2007-2018 WiderFunnel Marketing Inc. Is this the right idea to start with? Let’s ask PIE
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Validate
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome PIE Prioritization Framework Potential How much improvement can be made? Ease How easy would it be to make these improvements? Importance How much impact can these improvements have on our business goals?
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome PIE tells you where to experiment first Lift Zone #1 8 7 7 7.3 Lift Zone Potential Importance Ease PIE Score Web analytics Heuristic & first impression analysis Voice of customer Revenue impact Experimentation velocity Cost of acquisition Technical “Political”
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome PIE tells you which ideas to prioritize Hypothesis #1 3 7 9 6.3 Hypothesis Potential Importance Ease PIE Score Digital Analytics evident User Testing & Research evidence Informed by Persuasion Principles Drives a True North metric Revalidates Past Insight Informs Business Insight Technical “Political”
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Conversion Rate: +1.97% Average donation value: +3.07% Revenue per visitor: +5.10%
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome 14% of visitors 68% of donors 86% of visitors 32% of donors Selected “Regular Donor” Selected “Occasional Donor” Selected “First Time Donor” Non-Responders
Tweet this: @ChrisGoward #Awesome © 2007-2018 WiderFunnel Marketing Inc. Heifer can use this consumer insight throughout all of their marketing.
Tweet this: @ChrisGoward #Awesome © 2007-2018 WiderFunnel Marketing Inc. And, we can optimize Personalized data-informed experiences.
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Source: “State of Experimentation Maturity 2018” research study by WiderFunnel Persuasion principles are overlooked by many organizations 24% 80% at the Level 1 Initiating maturity level… at the Level 4 Scaling maturity level… …are experimenting with persuasion principles
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Your Experimentation PACET™ Proces s Accountability Culture Expertis e Technology
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Nate Wallingsford Head of US Marketing Operations and Optimization www.Fool.com An Optimization Champion’s Perspective
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Nate Wallingsford Head of US Marketing Operations and Optimization www.Fool.com An Optimization Champion’s Perspective
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Business Goals Growth Goals Experiment Goals The Goals Waterfall
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Johnny Russo Associate Vice President, Digital Marketing & E-commerce www.Marks.com An Optimization Champion’s Perspective
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Johnny Russo Associate Vice President, Digital Marketing & E-commerce www.Marks.com An Optimization Champion’s Perspective
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome True North Metric Examples New users who make 10 friends in 7 days. Number of nights booked per guest. Teams who send 2,000+ messages. Weekly Active Repinners.
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Your Experimentation PACET™ Proces s Accountability Culture Expertis e Technology
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Johnny Russo Associate Vice President, Digital Marketing & E-commerce www.Marks.com An Optimization Champion’s Perspective
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Average # of team members dedicated to optimization Initiating maturity level (Level 1 of 5)
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Average # of team members dedicated to optimization Scaling maturity level (Level 4 of 5)
© 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Your Experimentation PACET™ Proces s Accountability Culture Expertis e Technology
Discover how your experimentation program stacks up Get the new research report Go to: WiderFunnel.com/opticon2018
Q&A
Thank you!
You are the Catalyst: Optimization Champions’ Keys to Success

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You are the Catalyst: Optimization Champions’ Keys to Success

  • 1. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome
  • 2. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome You are the Catalyst: Optimization Champions’ Keys to Success Chris Goward Founder & CEO, WiderFunnel
  • 3. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Conversion Rate Optimization
  • 4. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Experimentation
  • 5. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Experimentation =/= UX Improvements Experimentation Drives: Motivation Insights Business Innovation Delightful Experiences
  • 6. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome > 35,000 experiments per year > 30 Billion variant combos live at once > 15,000 experiments per year 7,000-10,000 experiments per year
  • 7. Tweet this: @ChrisGoward #Awesome © 2007-2018 WiderFunnel Marketing Inc. What creates great experimentation programs?
  • 8. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome
  • 9. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome
  • 10. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome 1 2 3 4 5
  • 11. Tweet this: @ChrisGoward #Awesome © 2007-2018 WiderFunnel Marketing Inc. The 5 Fundamentals for Experimentation Programs
  • 12. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Constraint
  • 13. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Constraint
  • 14. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Your Experimentation PACET™ Proces s Accountability Culture Expertis e Technology
  • 15. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome “Most large organizations embrace the idea of invention, but are not willing to suffer the string of failed experiments necessary to get there.” - Jeff Bezos
  • 16. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Even in mature (Level 4) organizations, optimizers say experiments are consistently derailed by gut-feeling. Source: “State of Experimentation Maturity 2018” research study by WiderFunnel, widerfunnel.com/research
  • 17. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome
  • 18. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Proven Quantitative Logical Solid Intuitive Qualitative Inspired FuzzyYang Yin
  • 19. Tweet this: @ChrisGoward #Awesome © 2007-2018 WiderFunnel Marketing Inc. The experimentation mindset should be embedded into your process.
  • 20. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome “If you can’t describe what you are doing as a process, you don’t know what you are doing.” -W. Edwards Deming
  • 21. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Your Experimentation PACET™ Proces s Accountability Culture Expertis e Technology
  • 22. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Harper Grubbs Director of Digital Marketing www.Heifer.com An Optimization Champion’s Perspective
  • 23. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Harper Grubbs Director of Digital Marketing www.Heifer.com An Optimization Champion’s Perspective
  • 24. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Infinity Optimization Process
  • 25. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Explore
  • 26. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Explore Your visitors convert in their minds before they convert with their click.
  • 28. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Self-consistency Bias
  • 29. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Self-consistency Bias We like to keep consistent with what we think, say and do, and will change to ensure this is so. - Cialdini, Influence. (2006)
  • 30. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Cognitive Dissonance Cognitive Dissonance is mental stress experienced when a person holds contradictory beliefs, or acts in contradiction to existing beliefs. - Leon Festinger (1957)
  • 31. Tweet this: @ChrisGoward #Awesome © 2007-2018 WiderFunnel Marketing Inc. Is this the right idea to start with? Let’s ask PIE
  • 32. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Validate
  • 33. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome PIE Prioritization Framework Potential How much improvement can be made? Ease How easy would it be to make these improvements? Importance How much impact can these improvements have on our business goals?
  • 34. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome PIE tells you where to experiment first Lift Zone #1 8 7 7 7.3 Lift Zone Potential Importance Ease PIE Score Web analytics Heuristic & first impression analysis Voice of customer Revenue impact Experimentation velocity Cost of acquisition Technical “Political”
  • 35. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome PIE tells you which ideas to prioritize Hypothesis #1 3 7 9 6.3 Hypothesis Potential Importance Ease PIE Score Digital Analytics evident User Testing & Research evidence Informed by Persuasion Principles Drives a True North metric Revalidates Past Insight Informs Business Insight Technical “Political”
  • 36. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome
  • 37. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome
  • 38. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Conversion Rate: +1.97% Average donation value: +3.07% Revenue per visitor: +5.10%
  • 39. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome 14% of visitors 68% of donors 86% of visitors 32% of donors Selected “Regular Donor” Selected “Occasional Donor” Selected “First Time Donor” Non-Responders
  • 40. Tweet this: @ChrisGoward #Awesome © 2007-2018 WiderFunnel Marketing Inc. Heifer can use this consumer insight throughout all of their marketing.
  • 41. Tweet this: @ChrisGoward #Awesome © 2007-2018 WiderFunnel Marketing Inc. And, we can optimize Personalized data-informed experiences.
  • 42. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Source: “State of Experimentation Maturity 2018” research study by WiderFunnel Persuasion principles are overlooked by many organizations 24% 80% at the Level 1 Initiating maturity level… at the Level 4 Scaling maturity level… …are experimenting with persuasion principles
  • 43. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Your Experimentation PACET™ Proces s Accountability Culture Expertis e Technology
  • 44. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Nate Wallingsford Head of US Marketing Operations and Optimization www.Fool.com An Optimization Champion’s Perspective
  • 45. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Nate Wallingsford Head of US Marketing Operations and Optimization www.Fool.com An Optimization Champion’s Perspective
  • 46. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Business Goals Growth Goals Experiment Goals The Goals Waterfall
  • 47. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Johnny Russo Associate Vice President, Digital Marketing & E-commerce www.Marks.com An Optimization Champion’s Perspective
  • 48. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Johnny Russo Associate Vice President, Digital Marketing & E-commerce www.Marks.com An Optimization Champion’s Perspective
  • 49. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome True North Metric Examples New users who make 10 friends in 7 days. Number of nights booked per guest. Teams who send 2,000+ messages. Weekly Active Repinners.
  • 50. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Your Experimentation PACET™ Proces s Accountability Culture Expertis e Technology
  • 51. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Johnny Russo Associate Vice President, Digital Marketing & E-commerce www.Marks.com An Optimization Champion’s Perspective
  • 52. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Average # of team members dedicated to optimization Initiating maturity level (Level 1 of 5)
  • 53. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Average # of team members dedicated to optimization Scaling maturity level (Level 4 of 5)
  • 54. © 2007-2018 WiderFunnel Marketing Inc. Tweet to: @ChrisGoward #Awesome Your Experimentation PACET™ Proces s Accountability Culture Expertis e Technology
  • 55. Discover how your experimentation program stacks up Get the new research report Go to: WiderFunnel.com/opticon2018
  • 56. Q&A