Optimizely Workshop: Mobile Walkthrough

1. Mobile Walkthrough: From 0 to Experiment Pamela Ongchin Mobile Solutions Architect An Optimizely Online Workshop

2. A few tips: This webinar will be recorded. We strongly encourage you to take notes! Feel free to ask questions at any time. There will be a live Q&A at the end of this session.

3. 1. What are the biggest challenges in mobile app development? How can I address these with experiments? 2. How do I set up an Optimizely mobile experiment? 3. How does A/B testing integrate with my development process? 4. What are best practices when designing experiments? After today’s workshop, you should be able to answer the following questions

4. But ﬁrst, tell us a little more about you!

5. What department do you work in? Marketing Engineering Product poll

6. What is the most challenging issue that you face in your mobile app? question

7. On average, apps lose 80% of their new users Source: Andrew Chen’s blog, http://andrewchen.co/

8. Some of the top apps in 2014

9. The top apps follow the same pattern Source: Andrew Chen’s blog, http://andrewchen.co/

10. It’s difﬁcult to keep users engaged 80% of new users drop off validate new features It’s difﬁcult to be agile … high technical demands slow release process one-star reviews Common pain points:

11. • Measure the effectiveness of new features. • Make data-driven decisions on what to build next based on test results. • Develop experiences that retain users and extend lifetime value. A/B testing can help you become more agile

12. The stylist and customer were 43% more likely to connect and ship a trunk of clothing, a key step in Trunk Club’s customer conversion funnel Due to higher quality of leads from the app, stylist productivity improved 90% No credit card required Credit card required

13. Okay, so A/B testing can help me be more agile. What should I test?

14. What is the one key business metric that matters most for your app? Revenue Signups Engagement poll

15. Key Metrics for Mobile Apps

16. Key Metrics for Mobile Apps Opportunities to A/B test

17. 1. Onboarding 2. Product detail screens  3. Promotions and upsell  4. Homescreen  5. Registration flow and checkout flow Top 5 areas Optimizely mobile customers are testing

18. 1. Onboarding (show value, engagement)  2. Product detail screens  3. Promotions and upsell  4. Homescreen  5. Registration flow and checkout flow Top 5 areas Optimizely mobile customers are testing

19. Secret Escapes Optimizes Acquisition • Goal: Looking to optimize LTV, sign up rates, and justify mobile ad spend • Experiment: Should the app require users to sign up in order to view travel deals?

20. Experiment Setup Version 1 Version 2 Sign up gate with mandatory sign in on ﬁrst user experience Sign up not required, added a “skip” button to close the sign up form

21. Results • Defying all expectations, a mandatory signup gate was by far the optimal experience  • Sign up rates increased 200%, LTV average increased, and LTV:CAC ratio was positive

23. Add to cart (or bag)

25. In-app message: Upsell

27. Facebook layout test

29. Checkout Flow

30. 1. Onboarding (first value, engagement)  2. Product detail screens  3. Promotions and upsell  4. Homescreen  5. Registration flow and checkout flow Top 5 areas Optimizely mobile customers are testing

32. Now, let’s create a mobile experiment.

33. Make the Variations What to test? Set Audiences Who sees the experiment? Set Traffic Allocation How many visitors are included? How are they split? 1 2 3 Set Goals Why are you testing? How will you measure success? 4 Preview & Test Does it work the way you want to? 4 5 Key Steps 5

34. Make the Variations What to test? Set Audiences Who sees the experiment? Set Traffic Allocation How many visitors are included? How are they split? 1 2 3 Set Goals Why are you testing? How will you measure success? 4 Preview & Test Does it work the way you want to? 5 5 Key Steps

40. A/B Testing Timeline

41. Brainstorm A/B Testing Timeline

42. Brainstorm Prioritize & Design A/B Testing Timeline

43. Brainstorm Prioritize & Design A/B Testing Timeline Implement

44. Brainstorm Prioritize & Design QA & Approve A/B Testing Timeline Implement

45. Brainstorm Prioritize & Design QA & Approve Run A/B Testing Timeline Implement

46. Brainstorm Prioritize & Design QA & Approve Run Analyze & Review A/B Testing Timeline Implement

47. A/B Testing Timeline

49. • Know what tests you want to run at the beginning of your sprint.  • Have a developer involved in the process.  • Use phased rollouts for new features.  • Use live variables and code blocks.  • Integrate Optimizely with your analytics platforms. Best Practices

50. Pop Quiz!

51. If the Optimizely SDK is installed, you can make visual changes to your app in between releases without additional code. True False poll

52. If the Optimizely SDK is installed, you can make visual changes to your app in between releases without additional code. True poll

53. If I want to test an entirely new feature in my app, I need to get my developer involved. True False poll

54. If I want to test an entirely new feature in my app, I need to get my developer involved. True poll

55. Use A/B to validate new features. A/B testing is a huge opportunity to improve metrics in your app. Once your SDK is installed (by your developer), you’ll be able to make visual changes without additional code. Testing new features requires developer involvement. Final Takeaways

56. Q&A Have a question? Type it into the chat box!

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