Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Matt Althauser
GM, Optimizely EMEA 
@malthauser
7,000



500,000



7,000,000,000
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%	

D...
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%	

D...
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%	

D...
2%
Return Visitors
10%
Mobile Visitors
1%
Amsterdam Visitors
0.2%
New Visitors
2%
+28% 
Revenue/Visitor
App Store Blues
mobile.optimizely.com



@malthauser
Digital Data Tips Tuesday #2 - A/B-testing: Matt Althauser - Optimizely
Digital Data Tips Tuesday #2 - A/B-testing: Matt Althauser - Optimizely
Digital Data Tips Tuesday #2 - A/B-testing: Matt Althauser - Optimizely
Digital Data Tips Tuesday #2 - A/B-testing: Matt Althauser - Optimizely
Digital Data Tips Tuesday #2 - A/B-testing: Matt Althauser - Optimizely
Digital Data Tips Tuesday #2 - A/B-testing: Matt Althauser - Optimizely
Digital Data Tips Tuesday #2 - A/B-testing: Matt Althauser - Optimizely
Digital Data Tips Tuesday #2 - A/B-testing: Matt Althauser - Optimizely
Digital Data Tips Tuesday #2 - A/B-testing: Matt Althauser - Optimizely
Digital Data Tips Tuesday #2 - A/B-testing: Matt Althauser - Optimizely
Digital Data Tips Tuesday #2 - A/B-testing: Matt Althauser - Optimizely
Digital Data Tips Tuesday #2 - A/B-testing: Matt Althauser - Optimizely
Upcoming SlideShare
Loading in …5
×

Digital Data Tips Tuesday #2 - A/B-testing: Matt Althauser - Optimizely

1,501 views

Published on

#ddtt #2 Keynote by Matt Althauser - the evolution of optimization.

Published in: Internet, Technology
  • Be the first to comment

  • Be the first to like this

Digital Data Tips Tuesday #2 - A/B-testing: Matt Althauser - Optimizely

  1. 1. Matt Althauser GM, Optimizely EMEA @malthauser
  2. 2. 7,000
 
 500,000
 
 7,000,000,000
  3. 3. Join the Community:
 
 www.optiverse.com

  4. 4. February 27th, 2000
  5. 5. Holy A/B Testing!
  6. 6. …?
  7. 7. One to Many One to Few One to One Evolution of Optimization
  8. 8. What s the best experience for the average user? One to Many 2/27/2000-Present = Simple Tools
  9. 9. Original Variation +606% Engagement
  10. 10. Video Images
  11. 11. +0.2 % Conversions Video Images
  12. 12. 2006-Present = One to Few What s the best experience for segments of users? Fire!
  13. 13. Fire!
  14. 14. Flow Analysis…
  15. 15. +15% Task Completion
  16. 16. 2010-Beyond = Wheel! One to One What s the best experience for each user on each device?
  17. 17. Donation Button Experiment
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. 2% Return Visitors 10% Mobile Visitors 1% Amsterdam Visitors 0.2% New Visitors 2%
  22. 22. +28% Revenue/Visitor
  23. 23. App Store Blues
  24. 24. mobile.optimizely.com
 
 @malthauser

×