Innovation is required for any growing organization, but nearly impossible without a robust experimentation strategy. This webinar presents you with discoveries on best practices gleaned from an expansive data set spanning over 100,000 experiments in 2016.
Watch this on-demand webinar to learn:
- What traits define the best testing organizations
- How can you drastically increase your testing performance
- What are the right team goals to measure your testing program
4. We have researched the global state of Optimization for years
Step 02
Interviews
Customer
Success
ResearchOptimization
Substantial site-wide
personalization
Experimentation
Prototypes and
custom integrations
Global Optimization
Benchmark
Industry surveys
Top Revenue
Experiments
Driving adoption
Partner services
Optimization services
500+ Business Reviews
Customer feedback
Expert feedback
5. Over 100,000 Experiments Across all verticals
Spanning most regions Covering all site sizes
~30%
~20%
~15%
~10%
~5%
~20%
Retail
Media
High Tech
Travel
Finance
Other
§ 250K variations
§ 1000+ companies
§ At least 1K visitors / variation
§ Includes variation code
NORTH
AMERICA
EMEA
ASIA PACIFIC
Alexa 1K
Alexa 10KAlexa 100K
Other
2016 Global Optimization Benchmark
@Hazjier
11. What pain points do users
experience?
• What do users want to do?
• Where do they focus?
• Is the page clear?
Refine search
Select flight
Change date
Sort flights
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• What do surveys indicate?
• Do certain groups behave differently?
• What else can you learn from:
• Customer interviews
• UX research
• Customer service discussions
15. Three-fourths of all experiments only have 2 variations
2 Variations
3 Variations
4 Variations
5 Variations
>6 Variations
77%
14%
5%
2%
1%
@Hazjier
16. Testing 5 or more variations can improve your win rate by 75%
+71%
+75%
+48%
+32%
25%
33%
37%
44%
43%
+75%
2 Variations
3 Variations
4 Variations
5 Variations
>6 Variations
Significant uplift
Significant reduction
Inconclusive
@Hazjier
17. We can say with statistical certainty that more variations is better!
18,956
75,055
4,619
13,869
1,815
4,859
1,005
2,275
566
1,310
>99%
winner
>99%
winner
>99%
winner
>99%
winner
NUMBER OF VARIATIONS
STATISTICALLY
SIGNIFICANT UPLIFTS
EXPERIMENTS
EXPERIMENT
WIN RATE IMPROVEMENT
STATISTICAL
SIGNIFICANCE
STATUS
5 Variations is currently beating 2 Variations by 57%
BEHAVIOR
Testing More Variations
The percentage of experiments that reached a statistically significant uplift
+71.1%
+47.9%
+31.9%
25.3%
33.3%
37.4%
44.2%
43.2%
+74.9%
2 Variations
3 Variations
4 Variations
5 Variations
>6 Variations
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19. We analyzed a quarter million variations by the number of lines of code
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20. 8%
92%
Over half of all variations are written with 5 or fewer lines of code
1-5 LOC
6-10 LOC
11-20 LOC
21-50 LOC
51-100 LOC
101-200 LOC
>200 LOC
51%
11%
10%
10%
4%
2%
2%
@Hazjier
21. Hire a developer!
1-5 LOC
6-10 LOC
11-20 LOC
21-50 LOC
51-100 LOC
101-200 LOC
>200 LOC
17%
21%
25%
29%
35%
37%
36% +112%
+106%
+118%
Hire a developer! Complex variations win 2.1–2.2x more often!
@Hazjier
27. Best Practices of World-Class Optimization
United States and Canada
12%
10%
8%
15%
3
88%
90%
92%
85%
97%
% of Accounts
% of Experiments
% of Variations
% of Experiments
% of Variations
Heatmaps + Analytics
4+ Variations
>50 Lines of Code
7+ Goals
100K+ Visitors
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28. 2
Traffic
1
Resources
3
Time
§ Hire employees
§ Ask internally
§ Contract externals
§ Acquire traffic
§ Improve retention
§ Make drastic changes
§ Choose high baseline goals
§ Wait longer, test concurrently
29. Best Practice ExperimentAverage Experiment
103,289
§ 100K+ Visitors / variation
§ 50+ LOC / variation
§ 7+ Goals
§ 4+ Variations
26%
§ 1K+ Visitors / variation
§ 1+ LOC / variation
77%
183
Significant uplift
Significant reduction
Inconclusive
What true “Best Practice” looks like
@Hazjier