The document congratulates award winners in four categories: Most Dramatic Business Impact, Most Customer-Obsessed Company Culture, Most Transformative Innovation, and Most Inspiring Social Impact. It then provides information about an upcoming Opticon conference, including that sessions will be recorded and available after, to join conversations on Twitter using #Opticon19, and to provide feedback and rate sessions in the mobile app.

1. Congratulations to our
Outperform Award Winners!
Most Dramatic
Business Impact
Most Customer-
Obsessed Company
Culture
Most Transformative
Innovation
Most Inspiring Social
Impact

2. 2
 Sessions today will be recorded and will be available after
Opticon
 Join the conversation on Twitter at #Opticon19
 We want to hear from you! Give feedback and rate
sessions on the mobile app

3. Ravi Parikh
Co-Founder, Heap
Danny Brakin
Director of Web Strategy & CRM, 23&Me
Understanding
The Customer Journey
Through the Lens of Experimentation

4. 4
Digital
Experience is like
Stand Up

5. 5
Selective Breeding
Original
1000s of
Iterations

6. 6
Selective Breeding
Original
1000s of
Iterations

7. 7
Obsessed with
Perfection

8. 8
Use all the
Information
Quantitative
Product Analytics
Qualitative
User ResearchDecision

9. 9

10. Gain a Holistic View

11. 1111
Find the Happy Path
1
2
3
4
Add to Cart
Visits Product
Display Page
Views
Checkout
Visits
Homepage

12. 12
…and where People Deviate

13. 13
Match this With Qualitative Feedback

14. Experiment

15. 1515
Success beyond Conversion Rate
Key Metrics
60
40
20
Average
Order Value
Revisit
Rate
Email
Capture Rate
Conversion
Rate
August
September

16. 16
The Ripple Effect

17. Dig Deep and Iterate

18. 1818
Reengagement Funnel
100
Homepage
Test
Re-Engaged Add to Cart Purchase
Test Cohort A
Test Cohort B
200
300
400
500

19. 19
Looking for Patterns

20. 20
Finding the Next Hypothesis

21. 21
Takeaways
1. Customers are complicated -
Invest in understanding
them quantitatively and
qualitatively
2. There is more to success and
failure than conversion rate
3. Incremental Improvements Add
Up - Don’t Stop Searching and
Testing

22. Q&A

23. Thank you!

24.  Lunch now being served in the Expo Hall
 Up next…hear how personalized data is all the
"rage"