Optimizely Experience Customer Story - Atlassian

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Optimizely

This presentation was given by Mark Halvorson at the Optimizely Experience, Silicon Valley.

Empresariales

A/B Testing
How to break things and fail fast…
without breaking things
MARK HALVORSON • HEAD OF INTERACTIVE • ATLASSIAN SOFTWARE • @halv0112

About Atlassian
We help great teams build better software, together.
• Products include: JIRA, Confluence, Bitbucket, HipChat…
• Founded in 2002
• Over 37,000 Customers
• Over 700 employees globally
• No sales people
!
!
!

“ Think Big, Act Small, Fail Fast, Learn Rapidly.
”
"LEAN SOFTWARE DEVELOPMENT” BY MARY AND TOM POPPENDIECK (2003)

Atlassian A/B Testing is cross functional
Central “Growth Hacking” team to support:
• Email
• Product Management
• Customer Platform
• Customer Advocates
• Internal Systems
• Leads
• Product Marketing
• Support
• Bitbucket
• HipChat

Our Process
COLLECT GREAT IDEAS
TRIAGE BASED ON POTENTIAL IMPACT
BUILD OUT GOOD CANDIDATES
SCHEDULE TO AVOID CONFLICTS
RUN EXPERIMENTS
ANALYZE RESULTS

Types of tests
• Pebbles
• Change in copy or CTA presentation
• Rocks
• New page (e.g. no Dev Tools family page)
• Boulders
• Simplified order form

Magnolia CMS – Include Optimizely
Checkbox

Our Test Philosophy
• Everything affecting conversion is tested

Our Test Philosophy
• Everything affecting conversion is tested
• Be aggressive

Our Test Philosophy
• Everything affecting conversion is tested
• Be aggressive
• Regular cadence, no traffic wasted

Our Test Philosophy
• Everything affecting conversion is tested
• Be aggressive
• Regular cadence, no traffic wasted
• Never run a test that you wouldn’t want to win

Key Take Aways
• Ideas are everywhere collect as many as you can, prioritize based on impact.

Key Take Aways
• Ideas are everywhere collect as many as you can, prioritize based on impact.
• Use ticket number everywhere so everyone is referring to the same test.

Thank you!
MARK HALVORSON • HEAD OF INTERACTIVE • ATLASSIAN SOFTWARE • @halv0112

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1. A/B Testing How to break things and fail fast… without breaking things MARK HALVORSON • HEAD OF INTERACTIVE • ATLASSIAN SOFTWARE • @halv0112

2. About Atlassian We help great teams build better software, together. • Products include: JIRA, Confluence, Bitbucket, HipChat… • Founded in 2002 • Over 37,000 Customers • Over 700 employees globally • No sales people ! ! !

4. “ Think Big, Act Small, Fail Fast, Learn Rapidly. ” "LEAN SOFTWARE DEVELOPMENT” BY MARY AND TOM POPPENDIECK (2003)

5. Atlassian A/B Testing is cross functional Central “Growth Hacking” team to support: • Email • Product Management • Customer Platform • Customer Advocates • Internal Systems • Leads • Product Marketing • Support • Bitbucket • HipChat

8. Our Process COLLECT GREAT IDEAS TRIAGE BASED ON POTENTIAL IMPACT BUILD OUT GOOD CANDIDATES SCHEDULE TO AVOID CONFLICTS RUN EXPERIMENTS ANALYZE RESULTS

9. Our Process COLLECT GREAT IDEAS TRIAGE BASED ON POTENTIAL IMPACT BUILD OUT GOOD CANDIDATES SCHEDULE TO AVOID CONFLICTS RUN EXPERIMENTS ANALYZE RESULTS

10. Where do experiment ideas come from?

11. Anywhere.

12. What are you are trying to improve?

13. Blimp Dashboard

14. JIRA – Ticket

15. Types of tests • Pebbles • Change in copy or CTA presentation • Rocks • New page (e.g. no Dev Tools family page) • Boulders • Simplified order form

16. Examples

17. Reduce Friction A B

18. Increase Visibility A B

19. Simplify A B

20. Our Process COLLECT GREAT IDEAS TRIAGE BASED ON POTENTIAL IMPACT BUILD OUT GOOD CANDIDATES SCHEDULE TO AVOID CONFLICTS RUN EXPERIMENTS ANALYZE RESULTS

21. What are you are trying to improve?

22. Blimp Dashboard

23. JIRA – Prioritized Backlog

24. JIRA – Ticket

25. JIRA – Ticket

26. Experiment Illuminati

27. Our Process COLLECT GREAT IDEAS TRIAGE BASED ON POTENTIAL IMPACT BUILD OUT GOOD CANDIDATES SCHEDULE TO AVOID CONFLICTS RUN EXPERIMENTS ANALYZE RESULTS

28. Optimizely – Build

29. Optimizely – Build

30. Prepare for results.

31. Confluence – Corresponding Test Page

32. Confluence – Corresponding Test Page

33. Confluence – Corresponding Test Page

34. Confluence – Corresponding Test Page

35. Confluence – Corresponding Test Page

36. Confluence – Corresponding Test Page

37. Confluence – Corresponding Test Page

38. Confluence – Corresponding Test Page

39. Confluence – Corresponding Test Page

40. Confluence – Corresponding Test Page

41. Confluence – Corresponding Test Page

42. Confluence – Corresponding Test Page

43. Our Process COLLECT GREAT IDEAS TRIAGE BASED ON POTENTIAL IMPACT BUILD OUT GOOD CANDIDATES SCHEDULE TO AVOID CONFLICTS RUN EXPERIMENTS ANALYZE RESULTS

44. JIRA – Prioritized Backlog

45. Our Process COLLECT GREAT IDEAS TRIAGE BASED ON POTENTIAL IMPACT BUILD OUT GOOD CANDIDATES SCHEDULE TO AVOID CONFLICTS RUN EXPERIMENTS ANALYZE RESULTS

46. Optimizely – Start Experiment

47. Optimizely – Project Code

48. Magnolia CMS – Include Optimizely Checkbox

49. Magnolia CMS – Include Optimizely Checkbox

50. Confluence – Corresponding Test Page

51. Our Process COLLECT GREAT IDEAS TRIAGE BASED ON POTENTIAL IMPACT BUILD OUT GOOD CANDIDATES SCHEDULE TO AVOID CONFLICTS RUN EXPERIMENTS ANALYZE RESULTS

52. Optimizely – Results

53. What are you are trying to improve?

54. Blimp Dashboard

55. Optimizely – Results

56. Confluence – Corresponding Test Page

57. Confluence – Results Archive

58. Our Test Philosophy

59. Our Test Philosophy • Everything affecting conversion is tested

60. Our Test Philosophy • Everything affecting conversion is tested • Be aggressive

61. Our Test Philosophy • Everything affecting conversion is tested • Be aggressive • Regular cadence, no traffic wasted

62. Our Test Philosophy • Everything affecting conversion is tested • Be aggressive • Regular cadence, no traffic wasted • Never run a test that you wouldn’t want to win

63. Key Take Aways

64. Key Take Aways • Ideas are everywhere collect as many as you can, prioritize based on impact.

65. Key Take Aways • Ideas are everywhere collect as many as you can, prioritize based on impact. • Use ticket number everywhere so everyone is referring to the same test.

66. Key Take Aways • Ideas are everywhere collect as many as you can, prioritize based on impact. • Use ticket number everywhere so everyone is referring to the same test. • Involve stakeholders and developers… and get approvals.

67. Key Take Aways • Ideas are everywhere collect as many as you can, prioritize based on impact. • Use ticket number everywhere so everyone is referring to the same test. • Involve stakeholders and developers… and get approvals.

68.

69. Thank you! MARK HALVORSON • HEAD OF INTERACTIVE • ATLASSIAN SOFTWARE • @halv0112

Optimizely Experience Customer Story - Atlassian

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