Short presentation about the team behind optimization: what are the team roles you need at what maturity level? Presented @ Optimizely Experience in Amsterdam and Meet Magento Madrid
2. @guido
Where do we start?
What tools do we need?
How do we grow(th hack)?
How do we prioritize tests?
Who’s going to do this?
Conversion Rate Optimization (CRO)
8. @guido
Our local markets
19 WEBSITES
12 COUNTRIES
8 LANGUAGES
Austria
Belgium
Denmark
France
Germany
Ireland
Luxembourg
Norway
Poland
Sweden
The
Netherlands
United Kingdom
20 NATIONALITIES
11. @guido
WHAT IS EUROFLORIST?
• We send flowers since 1947
• Swedish company, offices across Europe
• Sell flowers through our Florist Network
(9.000 florists) and Box Product
• B2C & B2B sales
• 1 billion SEK revenue (majority Online)
12. @guido
WHAT IS EUROFLORIST?
• 180+ employees (50% CS, 30+ online)
• 2M+ bouquets sent every year
• Market shares ranging up to 45%
• Growing revenue, teams and taking
market share
13. @guido
WHAT IS EUROFLORIST?
• 20 years in e-commerce
• Sites with up to 18% conversion
rate
• 8+ score on Trustpilot
28. @guido
Teams
Level 1 Level 2 Level 3 Level 4 Level 5
Single person
one person
leading
optimization
efforts across
teams/
departments
Single team
focussed on
online
optimization
Integration
with teams from
all channels/
departments
Multiple agile
CRO teams,
specialized
umbrella teams
49. @guido
Potential (local)
Heuristics
Voice of Customer
ExperienceP
I
Importance (site wide)
Business
Traffic
E
Ease
Development
Cost
Input Prioritization Testing
Reporting &
Deployment
50. @guido
Idea A Idea B Idea C
Potential .50 .20 .80
Importance .20 1 .50
Ease .40 .80 .20
PIE Score
x 100
4 16 8
Input Prioritization Testing
Reporting &
Deployment
55. @guido
Periodic team meetings
Meeting
1 2 3 4 5 6 7
Test A Research
Design/
Develop
QA/Approval Live Analysis
Share/
document
Test B Research
Design/
Develop
QA/Approval Live Analysis
Test C Research
Design/
Develop
QA/Approval Live
Test D Research
Design/
Develop
QA/Approval Live
Test E Research
Design/
Develop
QA/
Approval
Test F Research
Design/
Develop
Test G Research