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Benchmark Your
Optimization Program
Shana Rusonis
Content Marketing Manager, Optimizely
@srusonis
shana@optimizely.com
#opticon2015
#opticon2015@srusonis
optimize.ly/optimizationbmrk
Slides will be posted, and this session is also being recorded.
“What gets measured,
gets managed.”
—Pete Drucker
Stories
Data
#opticon2015@srusonis
Overview of today’s session
• Debuting industry research from
Optimizely
• Key findings: Benefits & budget
• Key findings: People behind optimization
• Key findings: Processes for optimization
• Implications & takeaways
#opticon2015@srusonis
Let’s collect some data.
How does optimization
impact businesses?
#opticon2015@srusonis
Benchmark Methodology
n = 417
1/4 Large Enterprise
1/2 Mid-Size to
Small Enterprise
1/4 Small Businesses
Company Size
1/4 Executives
1/2 Managers
1/4 Associate,
Consultants
Level
Marketers
Product Managers
Engineers
Titles
#opticon2015@srusonis
94%
Improves my understanding of my customer’s needs and desires
Helps me to deliver relevant content to my customers
6%
Do you agree or disagree with the following statements
about optimization?
93%
Helps me to deliver relevant content to my customers
Increases my conversion and engagement rates
7%
Do you agree or disagree with the following statements
about optimization?
87%
Allows me to take action on data quickly
Has created a culture of learning and experimentation at my company
13%
Do you agree or disagree with the following statements
about optimization?
87%
Has created a culture of learning and experimentation at my company
Improves the creative output of my team
13%
Do you agree or disagree with the following statements
about optimization?
91%
Increases my conversion and engagement rates
9%
Do you agree or disagree with the following statements
about optimization?
88%
Improves the ROI of my marketing campaigns
Allows me to take action on data quickly
12%
Do you agree or disagree with the following statements
about optimization?
80%
Improves the creative output of my team
Improves my team’s speed to execute on ideas
20%
Do you agree or disagree with the following statements
about optimization?
98%
94%
93%
91%
88%
87%
87%
80%
76%
Is valuable to the success of my marketing campaigns and/or product strategy
Improves my understanding of my customer’s needs and desires
Helps me to deliver relevant content to my customers
Increases my conversion and engagement rates
Improves the ROI of my marketing campaigns
Allows me to take action on data quickly
Has created a culture of learning and experimentation at my company
Improves the creative output of my team
Improves my team’s speed to execute on ideas
6%
7%
9%
12%
13%
13%
20%
24%
Agree
Disagree
Do you agree or disagree with the following statements
about optimization?
98% of optimizers agree that it’s valuable to their success
98%
Is valuable to the success of my marketing campaigns and/or product strategy
Do you agree or disagree with the following statements
about optimization?
#opticon2015@srusonis
… Along with many other qualitative and quantitative benefits
94%
Improves my understanding of my customer’s needs and desires
Helps me to deliver relevant content to my customers
6%
Do you agree or disagree with the following statements
about optimization?
87%
Has created a culture of learning and experimentation at my company
Improves the creative output of my team
13%
Do you agree or disagree with the following statements
about optimization?
91%
Increases my conversion and engagement rates
9%
Do you agree or disagree with the following statements
about optimization?
88%
Improves the ROI of my marketing campaigns
Allows me to take action on data quickly
12%
Do you agree or disagree with the following statements
about optimization?
80%
Improves the creative output of my team
Improves my team’s speed to execute on ideas
20%
Do you agree or disagree with the following statements
about optimization?
Quantitative Qualitative
#opticon2015@srusonis
Increase
57%
61%
43%
How do you plan to change the amount of budget allocated to
optimization in the next 12 months?
Optimization budgets are set to increase
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
55%
53%
4%
43%
Increase
Decrease
No change
How do you plan to change the amount of budget allocated to
optimization in the next 12 months?
#opticon2015@srusonis
Increase
57%
61%
43%
How do you plan to change the amount of budget allocated to
optimization in the next 12 months?Executives & Managers are more certain of budget increases
• 57% of Executives reported a
planned increase
• 61% of Managers reported a
planned increase
Executive
Manager
Individual
et allocated to
“Optimization has become even
more crucial in today's market,
so more budget is required to
make a position in the market.”
– Anonymous Survey Respondent
#opticon2015@srusonis
The human capital
behind optimization.
#opticon2015@srusonis
#opticon2015@srusonis
Who optimizers are planning to hire
Web Analyst UX DesignerMarketer
Front-end
Developer
Program
Manager
#opticon2015@srusonis
0%
5%
10%
15%
20%
25%
30%
One, full-time
Multiple, full-time
One, part-time
Multiple, part-time
An agency
None
23%
29%
17%
29%
2% 2%
How many members of your team are focused on optimization?
Multiple,
full-time
Multiple,
part-time
52% of optimization teams have 1 or more full-time hires
“I think the single best thing to do is to
allocate headcount towards optimization.
If you can swing it, hire a dedicated person.
If you can’t, get everyone on the team
(designers, engineers, product managers)
evangelized. Let everyone run an experiment
so they can see how mission critical it is.”
– Kyle Rush, Director of Frontend
Engineering and Optimization,
Hillary for America
#opticon2015@srusonis
Optimization draws from a wide range of teams and skills
Marketing
62%
Design
53%
UI or Front-End Development
40%
Product
36%
Engineering
35%
E-commerce
31%
Sales
30%
Customer Service or Support
23%
Executive Staff
20%
Which teams are involved with optimization at your company?
Marketing
32%
E-commerce
14%
UI or Front-End Development
12%
Product
12%
Engineering
9%
Design
8%
Executive Staff
5%
Other
3%
Customer Service or Support
3%
Sales
Which team leads optimization at your company?
#opticon2015@srusonis
Move, Inc. Team Structure
#opticon2015@srusonis
The processes needed
for optimization.
How do we scale testing to maximize our impact?
#opticon2015@srusonis
OPTIMIZATION
LEAD
Build, QA,
and launch
experiments
Conclude
and analyze
experiments, share
results
Prioritize
backlog of
experiment ideas
Research to create
solid experiment
hypotheses
Processes help scale optimization efficiency
#opticon2015@srusonis
Research to create
solid experiment
hypotheses
Processes help scale optimization efficiency
OPTIMIZATION
LEAD
“If you can’t state your reason
for running a test simply, then
you probably need to examine
why and what you are testing.”
.”
– Brian Schmitt, CROmetrics
#opticon2015@srusonis
Analytics are the top input for optimization
Analytics
72%
Results from Previous Experiments
57%
Customer Surveys
51%
User Research Studies
50%
A/B Testing Case Studies
44%
Support Tickets or Live Chat Feedback
38%
Heat Maps
28%
Which of the following inform your optimization strategy?
Analytics
72%
Which of the following inform your optimization strategy?
Results from Previous Experiments
57%
Which of the following inform your optimization strategy?
Customer Surveys
51%
Which of the following inform your optimization strategy?
User Research Studies
50%
Which of the following inform your optimization strategy?
A/B Testing Case Studies
44%
Which of the following inform your optimization strategy?
A/B Testing Case Studies
44%
Which of the following inform your optimization strategy?
Support Tickets or Live Chat Feedback
38%
Which of the following inform your optimization strategy?
Heat Maps
28%
Which of the following inform your optimization strategy?
#opticon2015@srusonis
… Along with other qualitative inputs and sources of inspiration
Customer Surveys
51%
Which of the following inform your optimization strategy?
User Research Studies
50%
Which of the following inform your optimization strategy?
Support Tickets or Live Chat Feedback
38%
Which of the following inform your optimization strategy?
Heat Maps
28%
Which of the following inform your optimization strategy?
Results from Previous Experiments
57%
Which of the following inform your optimization strategy?
A/B Testing Case Studies
44%
Which of the following inform your optimization strategy?
Qualitative Inputs
Institutional &
Industry Knowledge
#opticon2015@srusonis
Research to create
solid experiment
hypotheses
Processes help scale optimization efficiency
Prioritize
backlog of
experiment ideas
OPTIMIZATION
LEAD
#opticon2015@srusonis
Optimizers prioritize for revenue, customer satisfaction
Potential to increase the value of each customer interaction, or increase overall revenue
65%
The impact on ease of use and satisfaction for my customer
58%
Improvement to website or app stability or performance
48%
The inefficiencies that currently exist in my marketing and product funnels
33%
The cost to acquire customers on various platforms
31%
We don’t do this kind of prioritization
2%
How do you prioritize which digital interactions with your audience
require optimization?
#opticon2015@srusonis
Optimizers care deeply about the customer experience,
in addition to positive ROI.
The values we use to
prioritize our tests are a
snapshot of why we choose
to optimize in the first place.
“The way your customers use
your product and the way they
experience it … is everything.”
”
.”
—Lev Tatarov, Marktplaats, eBay
#opticon2015@srusonis
Research to create
solid experiment
hypotheses
Processes help scale optimization efficiency
Prioritize
backlog of
experiment ideas
Build, QA,
and launch
experiments
OPTIMIZATION
LEAD
#opticon2015@srusonis
Optimizers are testing a variety of elements,
each with different degrees of complexity
User Experience Components (Onboarding Patterns, Search Functionality, Modals, etc.)
63%
Landing Pages
61%
Messaging and Copy
57%
Forms
54%
Offers and Promotions
42%
Recommended Content Functionality
38%
Social Sharing Functionality
37%
Payment Functionality
37%
Other
What do you test when you are optimizing?
User Experience Components (Onboarding Patterns, Search Functionality, Modals, etc.)
63%
Landing Pages
61%
Messaging and Copy
57%
Forms
What do you test when you are optimizing?
#opticon2015@srusonis
What you’re likely to test depends on which industry you’re in
• B2B more likely to test
landing pages
E-Commerce B2B Media
65%
74%
67%
65%
Landing Pages
Messaging and Copy
What do you test when you are optimizing?
51%
46%
53%
44%
Offers and Promotions
What do you test when you are optimizing?
What do you test when you are optimizing?
32%
36%
42%
50%
Social Sharing Functionality
Payment Functionality
What do you test when you are optimizing?
• E-commerce more likely to
test offers, payments
• Media more likely to test
social sharing
#opticon2015@srusonis
Multiple Times per Week
Weekly
Multiple Times per Month
Monthly
Multiple Times per Year
37%
21%
15%
12%
9%
Approximately how often do you run A/B or multivariate tests to opti-
mize your website, mobile app, or other digital channels?
Multiple Times
per Week
Multiple Times
per Month
58% of optimizers are testing at least weekly
#opticon2015@srusonis
#opticon2015@srusonis
Research to create
solid experiment
hypotheses
Processes help scale optimization efficiency
Prioritize
backlog of
experiment ideas
Build, QA,
and launch
experiments
Conclude and
analyze experiments,
share results OPTIMIZATION
LEAD
#opticon2015@srusonis
Measuring optimization success is multi-faceted
Conversion Improvements from Experiments
58%
Revenue Generated from Experiments
52%
ROI (Combination of Conversion Improvement and Revenue)
49%
Output or Velocity of Experiments
37%
Number of Team Members or Departments Involved
25%
Other
1%
0 5 10 15 20 25 30 35 40 45 50 55
How do you measure the success of your optimization program?
#opticon2015@srusonis
What does this mean
for optimization as
an industry?
#opticon2015@srusonis
An emerging skills market for optimization
#opticon2015@srusonis
Wideninggapbetweenoptimizingcompanies
andthosewhohaveyettostart
#opticon2015@srusonis
How to leverage these findings to improve your optimization.
What can I do today?
#opticon2015@srusonis
• Evaluate the makeup of your team; focus
on communication and removing
bottlenecks
• Diversify your inputs for optimization
beyond analytics
• Maintain a relentless focus on process
to improve experiment quality and
quantity
Conversation starters and next steps
#opticon2015@srusonis
Focus on building cross-functional teams
#opticon2015@srusonis
optimize.ly/optimizationbmrk
Download the full Benchmark Report
#opticon2015
Thank you!
Shana Rusonis
Content Marketing Manager
Optimizely
@srusonis
shana@optimizely.com
#opticon2015@srusonis
Template Slides
Appendix
“The goal is to turn data
into information, and
information into insight.”
– Carly Fiorina, former CEO of HP
“As revenue and budget
allowance increases, we plan
to put this money back into
better optimization.”
– Anonymous Survey Respondent
#opticon2015@srusonis
Optimization is a cycle of continuous steps:
• Conduct research, uncover conversion
points to optimize
• Create hypotheses, suggest variations
and improvements
• Build, QA, and launch experiments
• Analyze experiment results
• Share findings and determine next steps
#opticon2015@srusonis
#opticon2015@srusonis
We all have challenges …
• Maximizing ROI
• Delivering custom content
• Making quick decisions
• Understanding, taking action
on data
0 10 20 30 40 50 60 70 80 90 100
20%
24%
24%
27%
30%
31%
31%
Maximize the ROI of my resources
Deliver customized experiences to customer segments
Make quick decisions
Take action on company data
Embrace the creative talents of my team
Make data-driven decisions
Understand company data
37%
26%
35%
34%
35%
39%
35%
31%
26%
23%
31%
24%
21%
27%
12%
15%
15%
6%
10%
8%
6%
9%
Very Good Good OK Not Good Very Bad
#opticon2015@srusonis
Color palette
Primary
Secondary
AaAdelle Sans
AaBbCcDdEeFfGgHhIiJ
jKkLlMmNnOoPpQqRr
SsTtUuVvWwXxYyZz
0123456789

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Opticon 2015- Benchmark Your Optimization Program

  • 1. Benchmark Your Optimization Program Shana Rusonis Content Marketing Manager, Optimizely @srusonis shana@optimizely.com #opticon2015
  • 2. #opticon2015@srusonis optimize.ly/optimizationbmrk Slides will be posted, and this session is also being recorded.
  • 3. “What gets measured, gets managed.” —Pete Drucker
  • 5. #opticon2015@srusonis Overview of today’s session • Debuting industry research from Optimizely • Key findings: Benefits & budget • Key findings: People behind optimization • Key findings: Processes for optimization • Implications & takeaways
  • 6. #opticon2015@srusonis Let’s collect some data. How does optimization impact businesses?
  • 7. #opticon2015@srusonis Benchmark Methodology n = 417 1/4 Large Enterprise 1/2 Mid-Size to Small Enterprise 1/4 Small Businesses Company Size 1/4 Executives 1/2 Managers 1/4 Associate, Consultants Level Marketers Product Managers Engineers Titles
  • 8. #opticon2015@srusonis 94% Improves my understanding of my customer’s needs and desires Helps me to deliver relevant content to my customers 6% Do you agree or disagree with the following statements about optimization? 93% Helps me to deliver relevant content to my customers Increases my conversion and engagement rates 7% Do you agree or disagree with the following statements about optimization? 87% Allows me to take action on data quickly Has created a culture of learning and experimentation at my company 13% Do you agree or disagree with the following statements about optimization? 87% Has created a culture of learning and experimentation at my company Improves the creative output of my team 13% Do you agree or disagree with the following statements about optimization? 91% Increases my conversion and engagement rates 9% Do you agree or disagree with the following statements about optimization? 88% Improves the ROI of my marketing campaigns Allows me to take action on data quickly 12% Do you agree or disagree with the following statements about optimization? 80% Improves the creative output of my team Improves my team’s speed to execute on ideas 20% Do you agree or disagree with the following statements about optimization? 98% 94% 93% 91% 88% 87% 87% 80% 76% Is valuable to the success of my marketing campaigns and/or product strategy Improves my understanding of my customer’s needs and desires Helps me to deliver relevant content to my customers Increases my conversion and engagement rates Improves the ROI of my marketing campaigns Allows me to take action on data quickly Has created a culture of learning and experimentation at my company Improves the creative output of my team Improves my team’s speed to execute on ideas 6% 7% 9% 12% 13% 13% 20% 24% Agree Disagree Do you agree or disagree with the following statements about optimization? 98% of optimizers agree that it’s valuable to their success 98% Is valuable to the success of my marketing campaigns and/or product strategy Do you agree or disagree with the following statements about optimization?
  • 9. #opticon2015@srusonis … Along with many other qualitative and quantitative benefits 94% Improves my understanding of my customer’s needs and desires Helps me to deliver relevant content to my customers 6% Do you agree or disagree with the following statements about optimization? 87% Has created a culture of learning and experimentation at my company Improves the creative output of my team 13% Do you agree or disagree with the following statements about optimization? 91% Increases my conversion and engagement rates 9% Do you agree or disagree with the following statements about optimization? 88% Improves the ROI of my marketing campaigns Allows me to take action on data quickly 12% Do you agree or disagree with the following statements about optimization? 80% Improves the creative output of my team Improves my team’s speed to execute on ideas 20% Do you agree or disagree with the following statements about optimization? Quantitative Qualitative
  • 10. #opticon2015@srusonis Increase 57% 61% 43% How do you plan to change the amount of budget allocated to optimization in the next 12 months? Optimization budgets are set to increase 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 53% 4% 43% Increase Decrease No change How do you plan to change the amount of budget allocated to optimization in the next 12 months?
  • 11. #opticon2015@srusonis Increase 57% 61% 43% How do you plan to change the amount of budget allocated to optimization in the next 12 months?Executives & Managers are more certain of budget increases • 57% of Executives reported a planned increase • 61% of Managers reported a planned increase Executive Manager Individual et allocated to
  • 12. “Optimization has become even more crucial in today's market, so more budget is required to make a position in the market.” – Anonymous Survey Respondent
  • 15. #opticon2015@srusonis Who optimizers are planning to hire Web Analyst UX DesignerMarketer Front-end Developer Program Manager
  • 16. #opticon2015@srusonis 0% 5% 10% 15% 20% 25% 30% One, full-time Multiple, full-time One, part-time Multiple, part-time An agency None 23% 29% 17% 29% 2% 2% How many members of your team are focused on optimization? Multiple, full-time Multiple, part-time 52% of optimization teams have 1 or more full-time hires
  • 17. “I think the single best thing to do is to allocate headcount towards optimization. If you can swing it, hire a dedicated person. If you can’t, get everyone on the team (designers, engineers, product managers) evangelized. Let everyone run an experiment so they can see how mission critical it is.” – Kyle Rush, Director of Frontend Engineering and Optimization, Hillary for America
  • 18. #opticon2015@srusonis Optimization draws from a wide range of teams and skills Marketing 62% Design 53% UI or Front-End Development 40% Product 36% Engineering 35% E-commerce 31% Sales 30% Customer Service or Support 23% Executive Staff 20% Which teams are involved with optimization at your company? Marketing 32% E-commerce 14% UI or Front-End Development 12% Product 12% Engineering 9% Design 8% Executive Staff 5% Other 3% Customer Service or Support 3% Sales Which team leads optimization at your company?
  • 20. #opticon2015@srusonis The processes needed for optimization. How do we scale testing to maximize our impact?
  • 21. #opticon2015@srusonis OPTIMIZATION LEAD Build, QA, and launch experiments Conclude and analyze experiments, share results Prioritize backlog of experiment ideas Research to create solid experiment hypotheses Processes help scale optimization efficiency
  • 22. #opticon2015@srusonis Research to create solid experiment hypotheses Processes help scale optimization efficiency OPTIMIZATION LEAD
  • 23. “If you can’t state your reason for running a test simply, then you probably need to examine why and what you are testing.” .” – Brian Schmitt, CROmetrics
  • 24. #opticon2015@srusonis Analytics are the top input for optimization Analytics 72% Results from Previous Experiments 57% Customer Surveys 51% User Research Studies 50% A/B Testing Case Studies 44% Support Tickets or Live Chat Feedback 38% Heat Maps 28% Which of the following inform your optimization strategy? Analytics 72% Which of the following inform your optimization strategy? Results from Previous Experiments 57% Which of the following inform your optimization strategy? Customer Surveys 51% Which of the following inform your optimization strategy? User Research Studies 50% Which of the following inform your optimization strategy? A/B Testing Case Studies 44% Which of the following inform your optimization strategy? A/B Testing Case Studies 44% Which of the following inform your optimization strategy? Support Tickets or Live Chat Feedback 38% Which of the following inform your optimization strategy? Heat Maps 28% Which of the following inform your optimization strategy?
  • 25. #opticon2015@srusonis … Along with other qualitative inputs and sources of inspiration Customer Surveys 51% Which of the following inform your optimization strategy? User Research Studies 50% Which of the following inform your optimization strategy? Support Tickets or Live Chat Feedback 38% Which of the following inform your optimization strategy? Heat Maps 28% Which of the following inform your optimization strategy? Results from Previous Experiments 57% Which of the following inform your optimization strategy? A/B Testing Case Studies 44% Which of the following inform your optimization strategy? Qualitative Inputs Institutional & Industry Knowledge
  • 26. #opticon2015@srusonis Research to create solid experiment hypotheses Processes help scale optimization efficiency Prioritize backlog of experiment ideas OPTIMIZATION LEAD
  • 27. #opticon2015@srusonis Optimizers prioritize for revenue, customer satisfaction Potential to increase the value of each customer interaction, or increase overall revenue 65% The impact on ease of use and satisfaction for my customer 58% Improvement to website or app stability or performance 48% The inefficiencies that currently exist in my marketing and product funnels 33% The cost to acquire customers on various platforms 31% We don’t do this kind of prioritization 2% How do you prioritize which digital interactions with your audience require optimization?
  • 28. #opticon2015@srusonis Optimizers care deeply about the customer experience, in addition to positive ROI. The values we use to prioritize our tests are a snapshot of why we choose to optimize in the first place.
  • 29. “The way your customers use your product and the way they experience it … is everything.” ” .” —Lev Tatarov, Marktplaats, eBay
  • 30. #opticon2015@srusonis Research to create solid experiment hypotheses Processes help scale optimization efficiency Prioritize backlog of experiment ideas Build, QA, and launch experiments OPTIMIZATION LEAD
  • 31. #opticon2015@srusonis Optimizers are testing a variety of elements, each with different degrees of complexity User Experience Components (Onboarding Patterns, Search Functionality, Modals, etc.) 63% Landing Pages 61% Messaging and Copy 57% Forms 54% Offers and Promotions 42% Recommended Content Functionality 38% Social Sharing Functionality 37% Payment Functionality 37% Other What do you test when you are optimizing? User Experience Components (Onboarding Patterns, Search Functionality, Modals, etc.) 63% Landing Pages 61% Messaging and Copy 57% Forms What do you test when you are optimizing?
  • 32. #opticon2015@srusonis What you’re likely to test depends on which industry you’re in • B2B more likely to test landing pages E-Commerce B2B Media 65% 74% 67% 65% Landing Pages Messaging and Copy What do you test when you are optimizing? 51% 46% 53% 44% Offers and Promotions What do you test when you are optimizing? What do you test when you are optimizing? 32% 36% 42% 50% Social Sharing Functionality Payment Functionality What do you test when you are optimizing? • E-commerce more likely to test offers, payments • Media more likely to test social sharing
  • 33. #opticon2015@srusonis Multiple Times per Week Weekly Multiple Times per Month Monthly Multiple Times per Year 37% 21% 15% 12% 9% Approximately how often do you run A/B or multivariate tests to opti- mize your website, mobile app, or other digital channels? Multiple Times per Week Multiple Times per Month 58% of optimizers are testing at least weekly
  • 35. #opticon2015@srusonis Research to create solid experiment hypotheses Processes help scale optimization efficiency Prioritize backlog of experiment ideas Build, QA, and launch experiments Conclude and analyze experiments, share results OPTIMIZATION LEAD
  • 36. #opticon2015@srusonis Measuring optimization success is multi-faceted Conversion Improvements from Experiments 58% Revenue Generated from Experiments 52% ROI (Combination of Conversion Improvement and Revenue) 49% Output or Velocity of Experiments 37% Number of Team Members or Departments Involved 25% Other 1% 0 5 10 15 20 25 30 35 40 45 50 55 How do you measure the success of your optimization program?
  • 37. #opticon2015@srusonis What does this mean for optimization as an industry?
  • 38. #opticon2015@srusonis An emerging skills market for optimization
  • 40. #opticon2015@srusonis How to leverage these findings to improve your optimization. What can I do today?
  • 41. #opticon2015@srusonis • Evaluate the makeup of your team; focus on communication and removing bottlenecks • Diversify your inputs for optimization beyond analytics • Maintain a relentless focus on process to improve experiment quality and quantity Conversation starters and next steps
  • 42. #opticon2015@srusonis Focus on building cross-functional teams
  • 44. #opticon2015 Thank you! Shana Rusonis Content Marketing Manager Optimizely @srusonis shana@optimizely.com
  • 46. “The goal is to turn data into information, and information into insight.” – Carly Fiorina, former CEO of HP
  • 47. “As revenue and budget allowance increases, we plan to put this money back into better optimization.” – Anonymous Survey Respondent
  • 48. #opticon2015@srusonis Optimization is a cycle of continuous steps: • Conduct research, uncover conversion points to optimize • Create hypotheses, suggest variations and improvements • Build, QA, and launch experiments • Analyze experiment results • Share findings and determine next steps
  • 50. #opticon2015@srusonis We all have challenges … • Maximizing ROI • Delivering custom content • Making quick decisions • Understanding, taking action on data 0 10 20 30 40 50 60 70 80 90 100 20% 24% 24% 27% 30% 31% 31% Maximize the ROI of my resources Deliver customized experiences to customer segments Make quick decisions Take action on company data Embrace the creative talents of my team Make data-driven decisions Understand company data 37% 26% 35% 34% 35% 39% 35% 31% 26% 23% 31% 24% 21% 27% 12% 15% 15% 6% 10% 8% 6% 9% Very Good Good OK Not Good Very Bad