A/B Testing - How to Break Things and Fail Fast... Without Breaking Things

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Everyone wants to optimize their web property, especially if that web property is their only sales channel. Lots of tools like Optimizely, allow marketers to go in and run tests on their own in an effort to "break things and fail fast", then take those learnings to make the site better. Unfortunately, the risk of severely breaking things can be significant, and it isn't the marketer who gets the call in the middle of the night when something is broken. In this talk Mark will explore how Atlassian, the creator of JIRA and Confluence, has used Magnolia CMS and other tools to operationalize A/B testing to continually optimize Atlassian’s website. Using this process we can balance failing fast with keeping things running smoothly.

Marketing Tecnologia Negócios

MARK HALVORSON • HEAD OF INTERACTIVE • ATLASSIAN SOFTWARE • @halv0112
A/B Testing
HOW TO BREAK THINGS AND FAIL FAST…
WITHOUT BREAKING THINGS

About Atlassian
• Products include: JIRA, Conﬂuence, Bitbucket, HipChat…
• Founded in 2002
• Over 35,000 Customers
• Over 700 employees globally
• No sales people
!
!
!
We h e l p g r e a t t e a m s b u i l d b e t t e r s o f t w a r e , t o g e t h e r.

Think big, act small, fail fast, learn rapidly.
"LEAN SOFTWARE DEVELOPMENT” BY MARY AND TOM POPPENDIECK (2003)
”“

Atlassian A/B Testing is cross functional
• Email
• Product Management
• Customer Platform
• Customer Advocates
• Internal Systems
!
!
!
C e n t r a l G r o w t h H a c k i n g Te a m t o s u p p o r t :
• Leads
• Product Marketing
• Support
• Bitbucket
• HipChat

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

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

Magnolia CMS – Include Optimizely Checkbox

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

• 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.
Key Take Aways

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

A/B Testing - How to Break Things and Fail Fast... Without Breaking Things

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A/B Testing - How to Break Things and Fail Fast... Without Breaking Things

2. MARK HALVORSON • HEAD OF INTERACTIVE • ATLASSIAN SOFTWARE • @halv0112 A/B Testing HOW TO BREAK THINGS AND FAIL FAST… WITHOUT BREAKING THINGS

3. About Atlassian • Products include: JIRA, Conﬂuence, Bitbucket, HipChat… • Founded in 2002 • Over 35,000 Customers • Over 700 employees globally • No sales people ! ! ! We h e l p g r e a t t e a m s b u i l d b e t t e r s o f t w a r e , t o g e t h e r.

5. Think big, act small, fail fast, learn rapidly. "LEAN SOFTWARE DEVELOPMENT” BY MARY AND TOM POPPENDIECK (2003) ”“

6. Atlassian A/B Testing is cross functional • Email • Product Management • Customer Platform • Customer Advocates • Internal Systems ! ! ! C e n t r a l G r o w t h H a c k i n g Te a m t o s u p p o r t : • Leads • Product Marketing • Support • Bitbucket • HipChat

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

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

11. Where do experiment ideas come from?

12. Anywhere.

13. What are you are trying to improve?

14. Blimp Dashboard

15. JIRA – Ticket

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

17. Examples

18. Reduce Friction

19. Increase Visibility

20. Test drive campaigns

21. Simplify

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

23. What are you are trying to improve?

24. Blimp Dashboard

25. JIRA – Prioritized Backlog

26. JIRA – Ticket

27. JIRA – Ticket

28. Experiment Illuminati

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

30. Optimizely – Build

31. Optimizely – Build

32. Prepare for results.

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. Confluence – Corresponding Test Page

44. Confluence – Corresponding Test Page

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

46. JIRA – Prioritized Backlog

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

48. Optimizely – Start Experiment

49. Optimizely – Project Code

50. Magnolia CMS – Include Optimizely Checkbox

51. Magnolia CMS – Include Optimizely Checkbox

52. Confluence – Corresponding Test Page

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

54. Optimizely – Results

55. What are you are trying to improve?

56. Blimp Dashboard

57. Optimizely – Results

58. Confluence – Corresponding Test Page

59. Confluence – Results Archive

60. • Ideas are everywhere • Everything aﬀecting conversion is tested • No traﬃc wasted • Be aggressive • Regular cadence • Never run a test that you wouldn’t want to win Our Test Philosophy

61. • 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. Key Take Aways

62.

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

A/B Testing - How to Break Things and Fail Fast... Without Breaking Things

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