27. opticon2017
KEY TAKEAWAYS
• Using device detection to enhance user experience is a
valuable way to impact KPIs
• A significant increase in one metric might have a negative
impact on other metrics on the page
• Never stop iterating – meaningful growth can be seen over
time through testing
• Validating ideas through testing is a great way to gain insight
into what to test next
33. NET GROWTH OPTIMIZATION
THE NON-AGENDA
WHAT WOULD BE MOST USEFUL TO
YOU.
HIGH LEVEL RECIPE FOR OUR
SUCCESS
GETTING CREDIT
WHEN PERSONALIZATION?
NOT SKIPPING THE LOW HANGING
FRUIT
35. Letting the optimization beat build
Metric 1st 6 Months Since
Tests 3 216
Tests/Month .5 9.8
Team 1 5
Standalone team formed summer 2015 as part of
subscription business unit.
Sole starting KPI: Acquisition
45. The Back Test
The Final Calculation
51% Lift
18 Months
2.8% Lift/Month
1,800 Total Orders
26.9% % of Total Orders
$1 NPV of a WSJ Order
485 Optimization Orders
$485 Optimization WSJ Acquisition Benefit
47. Define P-E-R-S-O-N-A-L-I-Z-A-T-I-O-N
A fluid display
because of things we know about
the individual user on the other side
of the screen.
in which each component, in each
digital moment,
is what it is
ALGORITHMIC CONTENT
DISPLAY
48. There is only one way to get there
Testing, Testing, Testing One size fits all
Segment-based
experiences
1:1 Personalization
Making experiences for segments
and then individuals is extremely
expensive.
Each new specialized treatment
needs to beat the one-size-fits-all
experience to justify itself.
Many one-size-fits-all learnings will
always win.
49. Skipping the Low Hanging Fruit
One size fits all
Segment-based
experiences: segment-
based content display
1:1 Personalization:
algorithmic content display
Basic Nav
Evergreen copy that always
wins
Basic design
51. A QUOTE FROM A DREAMER
“SMALL EMOTIONS ARE THE GREAT CAPTAINS OF
OUR LIVES.”
52. NET GROWTH OPTIMIZATION
LOW HANGING FRUIT: ACQUISITION
CUT THE FAT.
ADD A LITTLE COLOR.
TELL THEM WHAT YOU THOUGHT THEY
ALREADY KNEW.
TIME AND PLACE
THE EYE IS A MUSCLE.
59. Valuing Engagement and Product Testing
Onboarding Action
Newsletter + iOS Log In
Logs Into iOS App
Subscribes to a Newsletter
The only engagement metric that matters:
If a member does X, did they stay longer?
$ Value/Instance
$40
$34
$30
Churn
Reduction
-35%
-29%
-26%
Churn Impact of Customer Actions
67. Reminder: Don’t forget to join us for our Opticon Party
from 6:30PM-9:30PM at Brooklyn Bowl
Last But Not Least…
• Wifi info: Username: Opticon / Password: opticon17
• Download the Opticon mobile app
• Get social using #opticon2017
• Rate each session within the mobile app agenda by clicking on “take
survey”
• Take the maturity model assessment at optimizely.com/maturity-model
• Slides will be available after the event