Download our FREE ebook of 43 A/B testing case studies from the world's leading companies for test ideas and inspiration. Download Now

Optimizely Blog

Tips & Tricks for Building Your Experimentation Program

Design Principles You Should A/B Test: Color Contrast


Design Principles You Should A/B Test: Color Contrast

Design principles are excellent candidates for A/B testing hypotheses and are instruments for developing winning experiment variations based on proven design theory.

With that, let’s talk about one principle you can test right now: color contrast. To get the scoop on this design principle, we chatted with Jeff Zych, Optimizely’s Design Manager.

How Online Surveys Helped Teespring Increase Conversion by 12.7%


How Online Surveys Helped Teespring Increase Conversion by 12.7%

Online survey tools are essential for collecting qualitative feedback from your visitors and users, coloring in the full picture of what you know about their behavior from website analytics. To determine whether you’re addressing their pain points, test changes to your checkout funnel informed by online survey feedback. Learn how Teespring diligently captured customer feedback to uncover a double-digit conversion increase from a straightforward change.

5 Issues 97% of Testing Teams Want to Fix


5 Issues 97% of Testing Teams Want to Fix

Chances are, if you’re an optimizer at heart, you’re experimenting with just about everything. In our recent benchmark report survey, we asked optimizers at companies of all sizes and industries – what would you change about your optimization efforts, if anything? Only 3% of respondents said they wouldn’t change a thing about their optimization efforts. Learn what they shared and how you can take action to improve your own testing.

3 Technology Trends That Are Transforming The Customer Experience


3 Technology Trends That Are Transforming The Customer Experience

To stay ahead of the competition, it’s important for marketing leaders to have an eye on trends that have the potential to accelerate—or disrupt—your business.

At Opticon 2015, Mary Hamilton, Managing Director of Accenture Technology Labs, shared a vision for the future that we’re excited to be a part of, one enhanced by sensors, supported by data, and automated to deliver a personalized, enriched customer experience.

How will these technology trends impact the strategies you use to engage your audience in the next 1-3 years? In this post, we’ll cover the top 3 trends we see impacting marketing and product innovators, and what it means for the next wave of optimization and personalization.

What’s In Your Marketing Technology Stack?


What’s In Your Marketing Technology Stack?

VPs from 99designs, Demandbase, and Hipmunk weigh in on how they structure their marketing technology stacks.

We’ll share their best practices for building a high-performing team and seamless marketing stack that enables them to deliver the best experience at every customer touchpoint. We’ll also cover how they measure success, and who they’re still hoping to add to their teams in the future.

A Mobile Website Optimization Case Study: Hotwire’s Cars Page


A Mobile Website Optimization Case Study: Hotwire’s Cars Page

This is the last post in a three-part series about the optimization program at Hotwire, an Expedia, Inc. company.

At Hotwire, mobile apps and mobile web experiences are a core part of how travelers book flights, hotels, and car rentals. Travel customers’ research and booking needs are uniquely mobile, and their on-the-go experience should help them meet their goals quickly and seamlessly.

When Hotwire’s Lead Product Manager for Site Optimization started working with the Cars line of business to optimize their conversion funnels, the Cars mobile website experience hadn’t been updated for several years. This is the story of how they optimized it.

A Method for Prioritizing A/B Test Ideas That Won’t Hurt Feelings


A Method for Prioritizing A/B Test Ideas That Won’t Hurt Feelings

Prioritization is the million-dollar question in optimization programs. It gets at the heart of our most frequently-asked question at Optimizely: “What should I test?” A strong prioritization process arms a growth marketer with the answer: “Here’s what we’ll test, in what order, and here’s why.”

Last week, we met Pauline Marol, the Lead Product Manager for optimization at Hotwire. Pauline’s prioritization process is a framework that keeps her optimization engine running smoothly with hundreds of ideas in the backlog and helps the very best ideas surface so they can be tested quickly.

As Pauline describes it, her prioritization “removes the emotion from A/B testing.”

Organized Ideation: How Hotwire Runs 120+ Experiments Per Year


Organized Ideation: How Hotwire Runs 120+ Experiments Per Year

Curious what optimization looks like at one of the internet’s top travel companies? In this series of three posts, we’ll dive into the optimized testing process of Pauline Marol, the Lead Product Manager for Site Optimization at Hotwire, a leading travel booking site owned by Expedia, Inc. In this first installment, we’ll explore how Pauline structures brainstorming by ‘conversion veins’. In the future, stay tuned for a deep dive into her prioritization framework for experiment ideas and a big mobile experiment win for her team.