Optimizely Customer Showcase
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JEREMY YOCHES, SENIOR PRODUCT MANAGER, STELLA & DOT MARK HALVORSON, HEAD OF INTERACTIVE MARKETING, ATLASSIAN CHARLOTTE WEISKITTEL, SENIOR DIRECTOR, DONORSCHOOSE.ORG Trying to get more traction for testing at your company? Wondering how to build and scale your team most effectively? Looking for your next big testing win? In this session, we hear directly from testers who have tackled the same challenges. This session brings together Optimizely users from Atlassian, Stella & Dot, and DonorsChoose.org for a behind--the--scenes look at testing at their organizations. Coming from a variety of industries and company sizes, each speaker presents a unique perspective on how they've built and scaled testing programs successfully. You'll walk away armed with interesting testing ideas and actionable steps you can take to build a data-driven testing culture at any organization.
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Optimizely Customer Showcase
- 1. Mark Halvorson Head of Interac2ve Marke2ng, Atlassian @halv0012 Charlo=e Weiski=el Sr Director, Product DonorsChoose.org @noDornaught Jeremy Yoches Sr Product Manager, Stella & Dot Customer Showcase
- 4. A tes0ng team of one
- 7. Remove $500 and $1000 • Removing $500 and $1000 increased conversion by 58%.
- 8. Photo and tagline (mul0variate test) • Female teacher performed best with 3 of 4 taglines • “Join 3,500 people…” did slightly be=er than the original, but it wasn’t significant. 1. A teacher spends $40 each month on classroom essen2als. (original) 2. Make giving a monthly habit. 3. Join the 3,500 people who support a classroom every month. 4. Help a classroom every month.
- 9. Charge your card now or in a month? • Made the change to wait a month before we had Op2mizely • Removing men2on of the next month increased conversion +217%.
- 10. $50, $25 or no incen0ve • Conversion rate – $50 incen2ve: 1.8% – No incen2ve: 1.6% – $25 incen2ve: 1.3% • The no incen0ve group was the least likely to cancel a`er two months (8%) • The no incen2ve group had the highest average monthly signup amount of $26.
- 11. Tips from a lean non-‐profit • Just start tes2ng • Clear the path for the tester • Be a broken record • Look at the results holis2cally, not just A vs. B • Don’t overfill tes2ng road map
- 13. About Atlassian We help great teams build be=er so`ware, together. • Products include: JIRA, Confluence, Bitbucket, HipChat… • Founded in 2002 • Over 35,000 Customers • Over 700 employees globally • No sales people
- 14. A/B Tes0ng at Atlassian is cross func0onal Central Growth Hacking Team to support: • Email • Product Management • Customer PlaDorm • Customer Advocates • Internal Systems • Leads • Product Marke2ng • Support • Bitbucket • HipChat
- 15. High Level view of sta0s0cs. Blimp Dashboard
- 16. Examples
- 17. Reduce Fric0on
- 20. A Highlighted Example : Simplify B
- 21. Lather, rinse, repeat Our Process • Collect great ideas • Triage based on poten2al impact • Build-‐out good candidates • Schedule to avoid conflicts • Run experiments & analyze results.
- 22. Where do experiment ideas come from?
- 23. Anywhere.
- 24. Our Test Philosophy • Ideas are everywhere • Everything affec2ng conversion is tested • No traffic wasted • Be aggressive • Regular cadence • Never run a test that you wouldn’t want to win
- 25. Types of tests • Pebbles – Change in copy or CTA presenta2on • Rocks – New page (e.g. no Dev Tools family page) • Boulders – Simplified order form.
- 28. JIRA Ticket
- 30. Results Archive
- 31. Tes2ng @ Stella & Dot Jeremy Yoches
- 32. About Stella & Dot • Stella & Dot helps women become successful entrepreneurs with a thriving business selling bou2que-‐style jewelry and bags through in-‐ home trunk shows, online and person-‐to-‐person. • Today there are over 17,000 Independent Stylists who sell the accessories in the US, Canada, Puerto Rico, UK, France and Germany. • In 2009, retail sales were $33 million. In 2010, $103 million. In 2011, over $175 million. In 2012, sales hit $200 million. And in 2013 sales were $220 million.
- 33. The Stella & Dot Tes0ng Team Jeremy Yoches – Full 0me product manager, and also full 0me conversion op0mizer • Own the test plan/roadmap • Develop and set up tests • Analyze, compile, share and evangelize results • Collaborate with teams as needed – Crea2ve to create new assets – Dev help for more complicated javascript/CSS
- 34. The Stella & Dot Collabora0on Model Share the plan, the status, and the history Make it easy for anyone in the company to: • see what tests are live where • inves0gate live and past tests in more detail • Propose new test ideas
- 35. Trello as collabora0on hub
- 36. The Stella & Dot Tes0ng Success Story Many small successes and important insights, A few big wins: The Super Nav Tests -‐ Op0mize our “triple funnel” by tes0ng the primary CTAs in our header
- 37. Countless Varia0ons -‐ bueon combina0ons and copy Original Super Nav Super Nav Test
- 38. Super Nav Test Results 3 CTA’s = 3 compe0ng goals Increased clicks on all 3 by more than 30% And we are just gejng started… • Color, size, shape, etc…
- 39. Mark Halvorson Head of Interac2ve Marke2ng, Atlassian @halv0012 Charlo=e Weiski=el Sr Director, Product DonorsChoose.org @noDornaught Jeremy Yoches Sr Product Manager, Stella & Dot Q&A and thank you