Optimizely's Optimization Benchmark Findings Webinar Slides
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It’s 2015, and the customer experience is increasingly being driven by techniques like A/B testing and optimization. Optimizely recently surveyed digital experience owners to learn just how they think about and allocate resources towards their testing and optimization programs. These slides answer the questions: - How often do teams optimizing run A/B and multivariate tests? - What are the top benefits that optimization programs are seeing? - How do optimization teams manage their experiment process?
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Optimizely's Optimization Benchmark Findings Webinar Slides
- 2. 09.02.2015 THE OPTIMIZATION BENCHMARK Key Findings Webinar 09.02.2015 THE OPTIMIZATION BENCHMARK Key Findings Webinar • 30 Minute Presentation, Q&A to Follow • Enter questions into question panel of GoToWebinar • We are recording, and slides will be distributed after • Following on social? Tweet #optlybenchmark HOUSEKEEPING
- 3. • Shana Rusonis, Content Marketing at Optimizely • Author of many Optimizely ebooks and reports • Executed Benchmark Report survey, report, and am now taking the findings on the road! ABOUT ME
- 4. The Optimization Benchmark • What it is: Optimizely’s first industry survey • Goal: Understand how testing and optimization is thought about and conducted
- 5. “What gets measured, gets managed.” – Pete Drucker
- 6. Benchmark Methodology n = 417 COMPANY SIZELEVEL 1/4 Large Enterprise 1/2 Mid-Size to Small Enterprise 1/4 Small Businesses 1/4 Executives 1/2 Managers 1/4 Associate, Consultants Marketers Product Managers Engineers TITLES
- 7. Benefits & Budget Team Structures Testing Process Improvements for 2016 What to Do
- 8. Benefits & Budget Team Structures Testing Process Improvements for 2016 What to Do
- 9. Measuring the quantitative and qualitative benefits of optimization. For teams that adopt optimization, the benefits are undeniable.
- 10. 98% of optimizers agree that it’s valuable to their success 0 10 20 30 40 50 60 70 80 90 100 98% 94% 93% 91% 88% 87% 87% 80% 76% Is valuable to the success of my marketing campaigns and/or product strategy Improves my understanding of my customer’s needs and desires Helps me to deliver relevant content to my customers Increases my conversion and engagement rates Improves the ROI of my marketing campaigns Allows me to take action on data quickly Has created a culture of learning and experimentation at my company Improves the creative output of my team Improves my team’s speed to execute on ideas 6% 7% 9% 12% 13% 13% 20% 24% Agree Disagree Do you agree or disagree with the following statements about optimization? 98% Is valuable to the success of my marketing campaigns and/or product strategy Do you agree or disagree with the following statements about optimization? 94% Improves my understanding of my customer’s needs and desires Helps me to deliver relevant content to my customers 6% Do you agree or disagree with the following statements about optimization? 91% Increases my conversion and engagement rates 9% Do you agree or disagree with the following statements about optimization? 88% Improves the ROI of my marketing campaigns Allows me to take action on data quickly 12% Do you agree or disagree with the following statements about optimization? 87% Allows me to take action on data quickly Has created a culture of learning and experimentation at my company 13% Do you agree or disagree with the following statements about optimization? 87% Has created a culture of learning and experimentation at my company 13% Do you agree or disagree with the following statements about optimization? 80% Improves the creative output of my team 20% Do you agree or disagree with the following statements about optimization? 76% Improves my team’s speed to execute on ideas 24% Do you agree or disagree with the following statements about optimization?
- 11. … along with many other measurable and immeasurable benefits Quantitative Qualitative 94% Improves my understanding of my customer’s needs and desires Helps me to deliver relevant content to my customers 6% Do you agree or disagree with the following statements about optimization? 87% Allows me to take action on data quickly Has created a culture of learning and experimentation at my company 13% Do you agree or disagree with the following statements about optimization? 87% Has created a culture of learning and experimentation at my company 13% Do you agree or disagree with the following statements about optimization? 80% Improves the creative output of my team 20% Do you agree or disagree with the following statements about optimization? 91% Increases my conversion and engagement rates 9% Do you agree or disagree with the following statements about optimization? 88% Improves the ROI of my marketing campaigns Allows me to take action on data quickly 12% Do you agree or disagree with the following statements about optimization? 76% Improves my team’s speed to execute on ideas 24% Do you agree or disagree with the following statements about optimization?
- 12. Budgets for Optimization Set to Increase in 2016 0% 10% 20% 30% 40% 50% 60% Increase Decrease No change 57% 6% 37% 61% 2% 38% 43% 5% 52% Executive Manager Individual How do you plan to change the amount of budget allocated to optimization in the next 12 months? 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 53% 4% 43% Increase Decrease No change How do you plan to change the amount of budget allocated to optimization in the next 12 months?
- 13. • Adding new roles to team • Reinvesting returns from optimization • Scaling optimization as a competitive advantage • Anticipating business growth; planning to ramp up growth with optimization Reasons for Increasing Budget for Optimization
- 14. “Optimization has become even more crucial in today's market, so more budget is required to make a position in the market.” – Anonymous Survey Respondent
- 15. Benefits & Budget Team Structures Testing Process Improvements for 2016 What to Do
- 16. The analytical know-how and creativity that makes testing work. The human capital behind optimization.
- 17. 52% of optimization teams have 1 or more full-time hires 0% 5% 10% 15% 20% 25% 30% One, full-time Multiple, full-time One, part-time Multiple, part-time An agency None 23% 29% 17% 29% 2% 2% How many members of your team are focused on optimization?
- 18. Who optimizers are planning to hire Web Analyst UX DesignerMarketer Front-end Developer Program Manager
- 19. Marketing Most Likely to be Lead Optimization Marketing 62% Design 53% UI or Front-End Development 40% Product 36% Engineering 35% E-commerce 31% Sales 30% Customer Service or Support 23% Executive Staff 20% Which teams are involved with optimization at your company?
- 20. Benefits & Budget Team Structures Testing Process Improvements for 2016 What to Do
- 21. Running a testing program like a well-oiled machine requires expert processes. Research, prioritization, analysis, and communication.
- 22. Analytics are the Top Input for Optimization Analytics 72% Results from Previous Experiments 57% Customer Surveys 51% User Research Studies 50% A/B Testing Case Studies 44% Support Tickets or Live Chat Feedback 38% Heat Maps 28% Other 3% 0 10 20 30 40 50 60 70 Which of the following inform your optimization strategy?
- 23. Optimizers Prioritize their Tests by Revenue Potential, and Potential to Improve the Customer Experience Potential to increase the value of each customer interaction, or increase overall revenue 65% The impact on ease of use and satisfaction for my customer 58% Improvement to website or app stability or performance 48% The inefficiencies that currently exist in my marketing and product funnels 33% The cost to acquire customers on various platforms 31% We don’t do this kind of prioritization 2% Other 2% 0 5 10 15 20 25 30 35 40 45 50 55 60 65 How do you prioritize which digital interactions with your audience require optimization?
- 24. More than Half of Optimization Orgs Run Experiments at Least Weekly Multiple Times per Week Weekly Multiple Times per Month Monthly Multiple Times per Year We Don’t Run Tests 37% 21% 15% 12% 9% 7% Approximately how often do you run A/B or multivariate tests to optimize your website, mobile app, or other digital channels?
- 25. Benefits & Budget Team Structures Testing Process Improvements for 2016 What to Do
- 26. What about your team or process would you improve? How would you optimize your optimization?
- 27. What Optimizers Want to Change
- 28. Benefits & Budget Team Structures Testing Process Improvements for 2016 What to Do
- 29. • Bring up the benefits of optimization to your internal stakeholders and teams that aren’t testing yet • Get your budgets in order for next year! Include headcount, additional tools you might want, design resources, and more • Focus on diversifying your inputs for optimization - beyond analytics • Think about what you’ll improve between now and the end of 2015, and your goals for 2016 Benchmark Report Takeaways
- 30. Thank you!