Optimization Culture

A successful optimization is much more than the software. Building a culture that embraces data-driven decision making and making hypotheses is vital for optimization to thrive.

How The Next Web Scaled Their A/B Testing Output 100x

scale

About two years ago we started intensifying our A/B testing program here at The Next Web, one of the world’s largest online publications for news about Internet technology, business, and culture. We’ve found A/B testing to be a very powerful way to increase reader engagement — our primary website goal.

In this blog post I’d like to dive into some aspects of the testing program at The Next Web to provide you with some ideas to incorporate into your own testing program.

How Testing Everything Transformed Blu Dot’s Retail Business

Bludot.com

Blu Dot tests everything. Really. I know what you’re thinking. Is testing everything possible? Is it even practical? The answer is yes on both counts. This is the very true story of a company that, within two years, evolved from never having conducted a split test to an organization that is continuously developing, prioritizing and validating hypotheses—big and small, broad and targeted.

5 Tips on Selling the Gift of Conversion Optimisation to Your Boss

Give the gift of optimization

Picture this: you are a superhero and you have a gift for your boss that will improve the entire company — it’s conversion optimisation. Conversion optimisation is one of the most impactful strategies marketers can employ to drive substantial growth of a business. Despite this, convincing senior management of a new strategic and ongoing process is often more challenging than it should be.

In this post, we provide tactical takeaways to help you sell CRO to your boss.

10 Tips for Hosting a Successful A/B Testing Hackathon

techcrunch disrupt hackathon

There is no better way to find new testing ideas, generate excitement about testing, and push the boundaries of optimization than to host a testing hackathon.

The gist of a hackathon is simple: put a lot of people in a big room together for two days with very few rules and see what they’re able to produce. The results are usually incredible.

In our two testing hackathons, we’ve not only spread a passion for testing throughout Webs, we’ve also learned a lot about how to put on a successful one. I want to share those learnings with others out there looking to jumpstart their optimization!

Cheers to 1 Year: A Toast to the Amazing People in Our Community

Charlotte Weiskittel Optiverse

We live in an increasingly digital and fast-paced world. Much of our daily interaction now exists online. When we’re unsure, we resort to Google or Quora. When we need help, we file a support ticket and expect our question to be answered instantaneously. What’s the challenge with this reality? It’s easy to forget that real humans are answering our support tickets, or responding to our community discussions.

So, this week, as we celebrate the 1 year anniversary of Optimizely’s community, Optiverse, I want to showcase the talented and fearless people who participate in our community every day. As you think about developing your optimization skills, we hope you’ll use the community of people in Optiverse as a resource.

To Make Optimization Stick, Focus on a Quantifiable Goal

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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.

Investing in Optimization – The First Steps Towards Building a Team

step one in building an optimization team

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.

What’s Next? Steps For Prioritizing Your Experiment Backlog

prioritizing test ideas

Prioritization is a critical skill to master when building out a testing program. It’s about making smart choices and applying discipline to the decision-making process.

In my experience helping companies build their test programs from scratch, as well as optimizing more mature programs, I’ve seen the benefits of adopting a rigorous prioritization scheme time and time again. Based on experience working with Optimizely customers, here are three crucial key steps to follow when bringing prioritization into your optimization strategy.