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#opticon2015
Making it StickA conversation about adopting & sustaining optimization
Matty WishnowFounder & CEO, Clearhead
@ClearheadMe
Mike WodtkeDirector of E-commerce, Blu Dot
Jon SatterleyGroup Director of Digital Development, Village Roadshow
[email protected]@bludot.com
@bludot
hi. i’m matty,founder & ceo at
the optimization & validation agency
- Proud Optimization Agency for over two dozen clients including: Adidas, Tory Burch, P&G, New Balance, Patagonia, Fresh Direct and Keurig.
- Nominated for 5 Optie Awards including Solution Partner of the Year
- Built & Optimized in Austin, TX
hi. i’m mike,director of e-commerce at- Founded in 1996 in Minneapolis with a goal of making modern
design more accessible
- Stores in NYC, LA, San Francisco, Austin, Sydney and Monterrey and over 100 independent retail partners worldwide
- Winner of many design awards including a product design finalist for the Cooper-Hewitt National Design Award
hi. i’m jon,group director of digital development at- Village Roadshow Limited is the parent corporation of numerous
divisions including Village Cinemas, Village Roadshow Theme Parks and Village Roadshow Entertainment Group.
- Village Roadshow has produced scores of well known movies including The Matrix, Sherlock Holmes and American Sniper.
- VRL owns and operate many of the world’s most spectacular theme parks, including Sea World and Wet’n’Wild, and theaters throughout Australia and other countries outside of the far Pacific.
how do you know?making it stick.
align
validate
optimize
sustain
A B
C
here’s how you know.making it stick.
1
2
3
goals
a
b
c
d
problems
1
2
3
4
hypothesesprioritized by data
1
2
3
4
learnings
validated by datakey investments
UX
product
merchandising
content
let’s get real!
It’s so easy!
Build a data driven culture.
Everybody’s doing it!Just get an executive sponsor.
You can personalize everything!
what was your business case?from the beginning.
to this
from this
what was your business case?from the beginning.
M O P
U P
to
easure ptimize ersonalize
plift rofits
the path to alignment
Goals Opportunities Problems Hypotheses Prioritization Go Time!
We’re all bought in!
Goals Opportunities Problems Hypotheses Prioritization Go Time!
Are we all bought in, now?
display color options
experiment:
I believe that we can increase "adds to cart" by showing alternate color options as distinct products on search results and category pages.
hypothesis:
variation display colors as textcontrol
160conversion index
100conversion index
+60.46% lift
box office design
experiment:
I believe that if we update the VIP and Non-VIP box office pages to present ticketing options with a cleaner, more simplified visual hierarchy, we will make it easier for customers to browse the options and choose the right ticket for them.
hypothesis:
variation new VIP & new box office control
8.00%conversion rate
7.48%conversion rate
+6.90% lift
where are you on your journey ?
You were curious
You got initial stakeholder buy in
You bought the tools
You assigned some resources
You developed an internal process
You tested some hypotheses
You scaled the program
Your hypotheses got smarter
You made it core to all investments
You slayed the dragon. It stuck!
personalizationrun a simple a/b test
to everyonea/b test
find the winner
you found winner!
segment data …but it really only won for new users
personalize & a/b testtest the winner vs a new variation to new users
hey! you’re personalizing!
now you found yet another winner for new users!
find the winner
segment data …but really only for new users on desktop.
ba
aa ab
a b
ba bb
it’s time to further personalize!
key takeaways 1 Goals > Problems > Hypotheses
2 Reimagine your teams as hypothesis managers.
3 Time is always our enemy. Resources are always limited.
4 100% confidence is expensive.
Prioritization is essential.
5 There’s risk in all of this.
But there’s bigger risk in the alternative.
Questions?
#opticon2015
Thank you!
Matty WishnowFounder & CEO, Clearhead
@ClearheadMe
Mike WodtkeDirector of E-commerce, Blu Dot
Jon SatterleyGroup Director of Digital Development, Village Roadshow
[email protected]@bludot.com
@bludot
