Shana Rusonis is a Product Marketing Manager at Optimizely. From crafting hypotheses to taking action on results with confidence, she's passionate about helping people work better together through experimentation.
Conversion copywriting, a tactic that is becoming increasingly popular in the optimization industry, is an essential skill for any growth marketer to develop. Great copy needs to engage visitors and users, communicate a unique selling proposition that is relevant to them, and, most importantly, engender trust so that the visitor will take the next step and convert.
For an optimization team to be successful in reaching an aggressive revenue goal, both quantity and quality of experiments must be high. To support a focus on testing velocity, a strong backlog of experiment ideas is essential.
In this third installment of our spotlight on the optimization team at Move. Inc (the operator of realtor.com), we look at a couple of the thoroughly vetted experiment ideas that the team has tested.
As we discussed in the first installment of the Move story, Investing in Optimization – The First Steps Towards Building a Team, a key component of the success of the optimization program was their ability to communicate. For the core team, this enabled them to seamlessly do cross-functional work, remove blockers, and execute their experiments at a rapid pace.
In this post, we’ll talk about why communication was an essential for another part of the company’s testing culture: setting and communicating a primary goal to raise awareness and understanding of optimization internally.
Suma Warrier is an optimization veteran. Over the past 10 years, her digital marketing career has focused on building and scaling optimization programs at the likes of Symantec, Sephora, and most recently Move, Inc. (operator of Realtor.com), a News Corp company.
Her latest challenge? Building an optimization program from the ground up, and enabling her organization to unlock the power of rapid testing while working towards an aggressive revenue goal. In this series of three posts, we’ll cover how she approached team structure and process, how the team set goals, and examples of experiments her team has run.
In 2014, Suma and her team ramped up ideation, prioritization, execution and analysis of Realtor.com’s tests. In this post, we’ll cover how the team is structured, the importance of their cross-functional stakeholders, and the agile processes they adopted to ensure a smoothly running optimization program.
Statistics are the underpinning of our experiment results—they help us make an educated decision on a test result with incomplete data. In order to run statistically sound A/B tests, it’s essential to invest in an understanding of these key concepts.
Use this index of terms as a primer for future reading on statistics, and keep this glossary handy for your next deep dive into experiment results with your team. No prior knowledge of statistics needed.
Imagine you set out on a road trip. You packed the car, made a playlist, and set out to drive 600 miles—but you don’t actually know where you’re headed. When you arrive at a destination, and it’s not at all what you imagined it would be.
Running an experiment without a hypothesis is like starting a road trip just for the sake of driving, without thinking about where you’re headed and why. You’ll inevitably end up somewhere, but there’s a chance you might not have gained anything from the experience.
In this post, we’ll show you how to craft great hypotheses, how they fit into your experiment planning, and what differentiates a strong hypothesis from a weak one.
If you’ve checked a social platform in the past few weeks, you’ve probably seen at least one friend donning the latest summer trend: a soaked outfit, courtesy of the ALS #icebucketchallenge. If ALS Association isn’t already testing their donation form, they should be—they’re leaving millions of potential donation dollars on the table.
Anyone with A/B testing experience will tell you that producing winning tests is tricky to do consistently. Our friends at Qualaroo have plenty of experience helping companies scale up their marketing efforts with A/B testing and optimization.
Sean Ellis is a startup marketer with experience growing early-stage products into household-name brands. As one of the formative voices behind the growth hacking movement, Sean spends a great deal of time discussing the benefits of conversion rate optimization and A/B testing. We recently asked him to share tips for running better experiments and his outlook on the optimization industry.
At Optimizely, our vision is to enable the world to turn data into action. We know that this process is much easier said than done, and have a few thoughts on how to make growing your business more efficient and improve your data-driven decision making processes.