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VP of Marketing
@laurenv
Lauren VaccarelloDirector, UX and Experimentation
@benson_chan
Benson Chan
Customer Innovation Showcase
Agenda /1. The importance of the work 2. Some background information 3. Tips for getting started 4. Ask me anything
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
Check for bugs
Directional data and
adjust fast
More data and adapt
Confirmation and launch
25% 50%10%1%
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
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
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
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Changing the Experimentation Culture at Microsoft
Benson ChanDirector, UX & Experimentation, microsoft.com
@benson_chan
bensonc@microsoft.com
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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: Different StatesThere 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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