Learn how to get your experimentation program off to the right start with Optimizely Accelerate, a short-term service package designed to help your team quickly realize value. In this webinar, hear the story of how one customer, Tintri Inc, was able to prove value fast and establish a foundation for ongoing success.

1. Speakers
The Art of the Start—
Success in 100 Days
Scott Buchanan, VP of Marketing, Tintri
Chris Neumann, Founder & CEO, CROmetrics

2. Today’s Speakers
Scott
Buchanan
Chris
Neumann

3. Housekeeping
• We’re recording!
• Slides and recording will be
emailed to you after the
webinar is complete
• There will be time for
questions at the end

4. Agenda
• Tintri’s Objectives
• Investing in Experimentation at Tintri
• The Optimizely Accelerate Fit
• Early Experiments & Learnings
• Looking Ahead

5. Tintri’s
Objectives

6. The Growing Importance of tintri.com
Generate non-event
leads to fuel growth
Website lead gen
underperforming
Subjective changes.
Unclear results

7. Investing in
Experimentation

8. Finding the Best Way Forward
● Lacked in-house resources and experience
● Needed rapid results to justify investment
● Realized potential for culture change

9. Optimizely Accelerate Value
● Lacked in-house resources
and experience
● Needed rapid results to
justify investment
● Realized potential for
culture change
Expert personnel with library of ideas
Three-month contract with 2+ tests
Transparent real-time reporting

10. CROmetrics Partner Value
● Talent. A-team dedicated from the introductory call
● Well-studied. Came to the table with ideas
● Measured. Clear definition of success
● Communication. Direct and frequent

11. Initial Experiments

12. Sticky CTA Buttons Test
● Hypothesis: CTAs that remain static as you scroll through the home page will
increase page visits to Contact Us and Explore.Tintri.com

13. Sticky CTA Test Results
● + 989% Try Now clicks vs hero CTA
● + 505% Contact Us clicks vs hero CTA
● + 52% Contact Us submissions
Conclusion: Win. These changes are now being implemented.

14. Two-Step Contact Us Form Test
● Hypothesis: Splitting the
Contact Us forms over two
steps will increase Contact Us
submissions

15. Contact Us Form Test Results
● 3.67% of visitors on the control filled out the form and hit “Submit” (32 out of 872
visitors)
● 4.39% of visitors on the test clicked on “Continue” (40 out of 912 visitors); of those
82.5% filled out the rest of the form (33 out of 912 visitors)
Conclusion: Lose. Splitting the form into two parts did not increase the submission rate on
Contact Us. In fact, it stayed the same.

16. Content Offer Test
● Hypothesis: Presenting a pop modal to promote an eBook when visitors land
on Products and Solutions pages will lead to more downloads
Modal White paper download page

17. Content Offer Test Results
● + 933% downloads of VAS for Dummies (104 vs 10)
● + 688% visits to VAS for Dummies page (238 vs 30)
● + 25% bounce rate* on Products (44% vs 35%)
Conclusion: Win. More targeted modal offers now being implemented

18. Secondary Navigation Test
● Hypothesis: A sub-navigation bar that appears on hover will increase page
visits to sub-pages on the web site

19. Secondary Navigation Test Results
● 20% of people in the test clicked on the main nav, vs. 38% of people in the control
● 20% of people in the test clicked on the sub nav, meaning 41% people total clicked on
the navigation = 1.08% increase in navigation
● People that clicked on the sub nav spent >40% more time on site and visited >2 more
secondary pages
Conclusion: Win. Adding a sub nav drove visitors deeper into higher value pages on the site
and offers marginal SEO benefits

20. Assessment

21. The Growing Importance of tintri.com
Generate non-event
leads to fuel growth
Website lead gen
underperforming
Subjective changes.
Unclear results
Significant
increase in leads
Website now #4
contributor to leads
Monthly exec
reporting rhythm

22. Culture Changes
● Test results are a regular point of discussion
● Set an example for the organization in data-driven decision making
● Solicit and implement solid ideas from across the organization
● Appetite for further experiments:
○ Lead generation
○ Navigation
○ Personalization

23. Key Takeaways
● Crawl, walk, run approach to testing was very effective with Tintri
● Accelerate aptly named: effective at quickly getting a program up and running
with minimal resources needed from the company
● Even with losing tests, bringing data to the marketing discipline drives a
culture of experimentation and makes life easier for marketing

24. Questions?

25. Thank You!