Meet Optimizely X and case study from TomTom

1. Introducing Optimizely X
November 10, 2016

4. “Nothing in life is to be feared, it is only to be
understood. Now is the time to
understand more, so that we may fear less.”
- Marie Curie

6. “I built experimentation into my training.”
- Dick Fosbury

7. Experimentation Platform
Introducing

8. Evolving from A/B Testing Tool to Experimentation Platform
Web
2010
Mobile
2014
Personalization
2015
Full Stack
2016
Experimentation
as a Service
2017

9. For
Marketers
Experimentation Platform
For
Developers
In House

10. Optimizely X Web Experimentation
Deliver great web experiences on every device
Optimizely X Web Personalization
Deliver targeted content and experiences in real time
Optimizely X Web Recommendations
Deliver recommended products and content
Optimizely X Full Stack
Democratizing the power of deep experimentation
using Python, Java, Ruby, Node and more
Optimizely X Mobile
Deliver great mobile app experiences
Optimizely X OTT
Deliver great over-the-top TV app experiences

11. Optimizely X Web Experimentation
Deliver great web experiences on every device
Optimizely X Web Personalization
Deliver targeted content and experiences in real time
Optimizely X Web Recommendations
Deliver recommended products and content
Optimizely X Full Stack
Democratizing the power of deep experimentation
using Python, Java, Ruby, Node and more
Optimizely X Mobile
Deliver great mobile app experiences
Optimizely X OTT
Deliver great over-the-top TV app experiences

12. Powerful visual editing with Desktop App
Built for the modern web
Real-time results, powered by Stats
Engine
Deliver great web
experiences on every device
app.optimizely.com
Optimizely X
Experimentation

13. Behavioral targeting
Incorporate 1st and 3rd party data
Real-time experimentation
Deliver targeted content
and experiences in real time
Optimizely X
Personalization

14. Automated ROI
Leverages machine learning
Configurable
Deliver recommended
products and content
app.optimizely.com
Optimizely X
Recommendations

15. Optimizely X
Web Demo

16. Optimizely X Web Experimentation
Deliver great web experiences on every device
Optimizely X Web Personalization
Deliver targeted content and experiences in real time
Optimizely X Web Recommendations
Deliver recommended products and content
Optimizely X Full Stack
Democratizing the power of deep experimentation
using Python, Java, Ruby, Node and more
Optimizely X Mobile
Deliver great mobile app experiences
Optimizely X OTT
Deliver great over-the-top TV app experiences

17. Enables experimentation across stack
Python, Java, Ruby, Node SDKs
Easy for developers
Democratizing the power
of deep experimentation
Optimizely X
Full Stack

18. An experimentation platform you can trust
Open platform
It’s your data, where you want it. Open-source
SDKs with pluggable components give you
control over network activity and integrating
with your own analytics pipeline.
Fast decision engine
Our SDKs bucket users in memory so
experiments have no impact on latency.
Scalable architecture
Our real-time event collection servers used by
thousands of customers across the globe allow
you to get experiment results immediately.

19. Key Optimizely X Full Stack Use Cases

20. Optimizely X
Full Stack Demo

21. Optimizely X Web Experimentation
Deliver great web experiences on every device
Optimizely X Web Personalization
Deliver targeted content and experiences in real time
Optimizely X Web Recommendations
Deliver recommended products and content
Optimizely X Full Stack
Democratizing the power of deep experimentation
using Python, Java, Ruby, Node and more
Optimizely X Mobile
Deliver great mobile app experiences
Optimizely X OTT
Deliver great over-the-top TV app experiences

22. iOS and Android SDKs
Feature rollouts without App Store review
Enables omnichannel experimentation
Deliver great mobile
app experiences
app.optimizley.co
mOptimizely X
Mobile

23. Deliver great over-the-top
TV app experiences
Optimizely X
OTT
tvOS and Android TV SDKs
Enables brave experimentation
Extends the omnichannel experience

25. Compliance roadmap

26. Customer Showcase:
Experimentation @ TOMTOM

27. CASE STUDY – Map-shop
Dave Powell ecom conversion manager

28. CASE STUDY – Map-shop
• Traffic?
• TomTom.com Map Product Page
• Gut Feeling + Hypothesis
• The Tests
• Results
• Questions

29. Traffic?
MAP OF UNITED KINGDOM
& REPUBLIC OF IRELAND
MAP OF
FRANCE
MAP OF
WESTERN
EUROPE
Testing on the map detail pages of our highest
traffic volume/visitor numbers
More traffic = quicker, more meaningful results

30. Control
TomTom.co
m
Map product page

31. A Strong Hypothesis
Dan Ariely - a subscription
to Economist magazine:
Offer A: Internet-only subscription for $59
Offer B: Print-only subscription for $125
Offer C: Print-and-Internet subscription for $125

32. If we test a seemingly irrelevant
alternative (during a campaign)
with an anchored layout hierarchy
Then adds to basket of a higher
price point will increase
Due to the decoy/uglier sibling
effect
A Strong Hypothesis

33. Variation #1
TomTom.co
m
The Tests

34. Variation #2
TomTom.co
m
The Tests

35. Control
TomTom.co
m
The Tests

36. Which was the winner?

37. Variation #1
TomTom.com
Results

38. Variation #1
TomTom.co
m
Results

39. Variation #1

40. Variation #1

42. Questions?
magicslipper magicslipperdave.powell@tomtom.com

43. Be Brave and Experiment

44. Appendix

45. Agenda
• Optimizely Evolution
• Optimizely X Web
• Optimizely X Web Demo
• Optimizely Full Stack
• Optimizely Full Stack Demo
• Q&A