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.
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.
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!
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.
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.
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.
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.
When I’m not running experiments on Optimizely’s conversion funnels, I love to interact with the optimization community. GrowthHackers has one of the best communities out there and last week I hosted an Ask Me Anything (AMA). The questions were very high quality and covered topics like running multiple tests at the same time, how to overcome technical hurdles, how multi-armed bandits can be helpful, what to do with inconclusive tests, and more.
If this piques your interest, have a read through the questions and, of course, continue to ask me anything.