Opticon 2017 From CRO to Experience
- 5. opticon2017
Why do we not win bigger with more experiments?
&
Why is experience optimization still stuck in first gear?
- 6. opticon2017
5 Lessons from Expedia’s
test-and-learn culture
- CMO.com
Digital marketing
incubation: how to develop
a test & learn culture
- Econsultancy
A Step-by-Step Guide to
Smart Business
Experiments
- HBR
Personalization is a Big
Challenge for Digital
Marketers
- Adweek
Personalization is a Big
Challenge for Digital
Marketers
- Forbes
Continuous optimization is
the future of making
consumers happy, but
we’re stuck in the past
- VentureBeat
- 13. opticon2017
Problem
Long drives without a lot of
entertainment are boring for
kids.
Goal
Get from Austin to Taos as fast
as possible.
Hypothesis
Ask Waze for the fastest route
possible to minimize pain for
everyone.
Goal
Get to Taos within 2 days with
"thumbs up" from all family
members.
Problem
There aren't many fun places
to stop between Austin and
Taos.
Hypothesis
I believe that if we select a
route from Austin to Taos
based on two destinations the
kids choose and two the adults
choose, we will have a happier
road trip.
- 15. opticon2017
ProblemGoal Hypothesis
Problem
Our Product filters and facets
are not well designed.
Goal
Make it easier for our
customers to shop online.
Hypothesis
We should redesign our
Product filters and facets.
Goal
Increase new customer order
conversion by 20% in the next
twelve months.
Problem
Our new customers require
more guidance than our filters
and facets for selecting the
right blender for them.
Hypothesis
I believe we should design a
guided recommendation flow
based on factors like price,
size, color and recipe to make
it easier for new customers to
match a blender to their needs.
- 17. +5%
lift in product detail page views
+5%
lift in add-to-carts
+13%
lift in “Find a Retailer” usage
+3.5%
lift in overall site order conversion
rates for all site visitors
+47%
lift in order conversion rates for
Blender Recommender users
against those who demonstrated
household shopping intent
- 20. Problem Solution Mapping (PSM)
A unifying framework for optimizing user experience around a common set of goals,
problems, and solution hypotheses — researched and validated with data.
PS
Ps
pS
ps
problemsgoals
1
2
3
1
2
3
4
1
2
3
4
product roadmap
design
containment
capabilities
hypotheses
prioritized by data
experiments
validated by data
outcomes
- 21. opticon2017
Goals + Problems + Solutions
Constrained Optimization =
What you’re allowed to test
÷ What’s easy to test ÷
Resources skilled ÷
Resources available
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- 34. 1 _______________________ 1 _______________________
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Element 3
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- 35. opticon2017
I.
Experiments fail when they don’t solve problems
II.
Conversion optimization does not equal experience optimization
III.
The prescribed narrative for optimization maturity is flawed
- 38. opticon2017
III.
The prescribed narrative for optimization maturity is flawed
Widen the aperture
from test manager to
experience conductor.
Develop a common process,
tech stack and data layer so
experimentation can be
democratized.