Learn how some of the world’s most forward-thinking companies are embracing notions like creativity, bravery, and failure to run highly effective experimentation practices using Optimizely. You’ll hear a range of voices across industries discuss how they’re leveraging Optimizely in unique ways to make big leaps in improving customer experience, empowering and rallying their workforce internally, and developing smarter, data driven decision making. Coming out of this session, you’ll walk away with insight around best practices, effective experimentation strategies, and inspiring ways to get your team thinking outside the box by using Optimizely.

1. Opticon
Customer Innovation
Showcase
Linda Crawford
Chief Customer Officer
Opticon

2. Opticon
VP of Marketing
@laurenv
Lauren Vaccarello
Director, UX and Experimentation
@benson_chan
Benson Chan
Customer Innovation Showcase

3. VP of Marketing
@laurenv
Lauren Vaccarello

4. Lauren Vaccarello
VP of Marketing, Box
Building a Culture of Innovation
and Experimentation

5. Who am I? /

6. Agenda /
1. The importance of the work
2. Some background information
3. Tips for getting started
4. Ask me anything

7. Your website is the
face of your business

8. It is also the single most important
marketing asset you have

9. Landing page
experimentation with 3X
performance improvement

10. Simple homepage
experimentation has increased
form views by over 40%

11. All of this translates into a
multimillion dollar impact

12. Who is just getting started with
website testing, optimization
and personalization?

13. Now, it’s time to build a
culture of innovation and
experimentation again

15. How We Are Building a
Culture of Innovation and
Experimentation
/

16. Start with CLEAR
Goals and Data1/

17. 1. Increase pipeline and revenue
contribution by 30% within 6
months
2. 10 percentage point reduction in
bounce rate
3. Increase in engagement
Clearly
defined and
shared goals

18. Get the team EXCITED
(and bought in to Why)2/

19. Great Ideas Come
From Everywhere3/

20. Turn Experimentation
into a Contest and
Make it Public
4/

21. Share Success and
Failure5/

22. When making big
changes, be Methodical6/

23. Check for
bugs
Directional
data and
adjust fast
More data
and adapt
Confirmation
and launch
25% 50%10%1%

24. Start with the highest
impact pages first7/

25. Basic places to start /
• Focus on high traffic and high conversion pages
• Content on your forms
• All about CTAs – copy, color, size, placement
• Different CTAs on homepage
• Phone number placement
• If you are B2B look at offline metrics
• UX design

26. A few more ideas /
• Customer experience vs a prospect experience
• Personalization for top accounts
• SMB content and enterprise content
• Think counterintuitive – form completes aren’t
leads, sometimes you need more fields

27. Key Takeaways /
• The work you all do is incredibly important.
Own that
• Set clear goals
• Know your data
• Get your team excited
• Great ideas come from everywhere
• Make experimentation public
• Start simple. It can have a big impact
• Know your visitor

28. Thank You / @LaurenV

29. Director of UX and Experimentation
@benson_chan
Benson Chan

30. Opticon
Changing the Experimentation Culture
at Microsoft
Benson Chan
Director, UX & Experimentation, microsoft.com
@benson_chan
bensonc@microsoft.com

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Source: http://blog.kameleoon.com/en/beginner-mistakes-ab-testing/

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: the beliefs, customs, arts, etc., of a particular society, group, place, or time
: a particular society that has its own beliefs, ways of life, art, etc.
: a way of thinking, behaving, or working that exists in a place or organization (such as a
business)
Culture
noun | cul*ture | ˈkəl-chər
Source: http://www.merriam-webster.com/dictionary/culture

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And a bit of luck.
Changing Culture Requires:
Perseverance.
Systematic changes.
Individual buy-in.

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“We need to be always learning and
insatiably curious. We need to be willing
to lean in to uncertainty, take risks and
move quickly when we make mistakes,
recognizing failure happens along the
way to mastery.”
- Satya Nadella
Growth Mindset

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Opportunity: Billions of PVs + $ + Tool(s!)

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Opportunity: Different States
There are cultural and skill set differences.
Don’t want
to get started.
Pretending they’re interested in
testing but focus on
wrong outcomes.
Think they’re already
testing like pros.

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1. Being a Tool Provider vs. a Center of
Excellence (COE)
2. Measure and compare ourselves to other
testing organizations
3. Shift to a user-friendly testing tool
Three Key Decisions

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Approach: Here & Now. Test something!
Program started off being a tool provider
Out-sourced, turn-key PM, Design, Web
Dev and Analytics
Training = Tool
Being a Center of Excellence (COE)

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Approach: Here & Now. Test something!
Program started off being a tool provider
Out-sourced, turn-key PM, Design, Web
Dev and Analytics
Training = Tool
Being a Center of Excellence (COE)
Approach: Long term growth and learning
Program provides tools, training and runs
strategic tests across orgs.
In-sourced, PM, Design, Web Dev and
Analytics
Training = Tool + Best Practices

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Growth mindset: How do we get better?
Work with partner to baseline a maturity score of our
program vs. top web companies
Comparison with key players in space helps drive
executive attention
Measure and Compare Ourselves

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1. Out-sourced vs. In-sourced expertise for
long-term focus
2. Up-leveling program Executive visibility
and support
3. Ramp up in testing momentum and focus
on impactful tests
Cultural Impact of Decisions

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Thank you.