A New, More Relevant Way to Personalize Personalization is a difficult concept to bring to life at scale as it can require large data purchasing and building rigid rules, or taking an automated approach that doesn’t always feel human. In the end, you can be left with more questions than answers. Optimizely’s new approach to personalization, Adaptive Audiences, is powered by natural language processing, and blends machine learning with human expertise to deliver the most relevant experiences to users. Join Christine Garvey, Senior Manager of Personalization and Optimization at Crate and Barrel, to learn how they have improved their personalization program. Using Adaptive Audiences, Crate and Barrel has been able to increase homepage conversion rates by 20%+ while reducing bounce rates by up to 30%. Tune into this webinar to learn how: - Adaptive Audiences decreases the time it takes to target visitors on your website with relevant content - Crate and Barrel scales their website reach and drives substantial business impact through personalization - To develop strategies for new personas and segments in your business today

1. 1
Crate and Barrel Accelerates
Their Personalization Program
with Optimizely
Wes McCabe Sr. Product Marketing Manager, Optimizely
Christine Garvey Sr. Manager of Personalization & Optimization, Crate and Barrel

2. 2
WES
MCCABE
Sr. Product Marketing
Manager
Todays Speakers
CHRISTINE
GARVEY
Sr. Manager of
Personalization
& Optimization

3. ● We are recording this webinar
● You’ll receive a recording +
slides from today
● We will have time for questions!
Housekeeping

4. Where
We Started

6. “Our success is a function of
how many experiments we do
per year, per month, per week,
per day.”
Jeff Bezos
“Our aim is to create the best
product for our customers, and
we do that through constant
innovation and testing.”
Gillan Tans, CEO
“Our company culture
encourages experimentation
and free flow of ideas.”
Larry Page
“We use experimentation and
testing to inform as much of the
business as we possibly can” -
Gregory Peters, CPO
Today’s Digital Leaders Win By
Using Experimentation At-Scale

7. What
We Enable
1500+
+51%
+$21M
+19%
+28%
Improved subscription
acquisition
Users Scale and agility
of experiments; users
incremental
in revenue
Improved Driver
Acquisition
increase in cross-sell
performance

8. Frontend UI Backend Business
Logic & Data
The anatomy of an experience
i.e. navigation,
search location
& visual treatment
Copy
Images &
Colors
Layout Search algorithms
Personalize content
based on previous
behavior
Recommendations
Make your headlines
more personal

9. Success Acceleration
MATURITYANDCOVERAGE
LEVEL 1
Executional
Start
LEVEL 2
Foundational
Growth
LEVEL 3
Cross-functional
Advancement
LEVEL 4
Operational
Excellence
LEVEL 5
Culture of
Experimentation
Start Anywhere & Scale Up
To a Culture of Experimentation

10. We’re Proud to Work With Great Global Enterprises
24 of the Fortune 100 have chosen Optimizely to drive their digital experience

11. 11
“In the online world, businesses have the opportunity to
develop very deep relationships with customers...so that
you can use that individualized knowledge of the
customer to accelerate their discovery process.”
Jeff Bezos
“Accurately predicting the movies Netflix members
will love is a key component of our service”
Neil Hunt, Chief Product Officer
The value of personalization is in the trillions of dollars
Personalization at scale
has the potential to create
$1.7 trillion to $3 trillion
in new value.
Based on projections by McKinsey Global Institute

12. Personalized
content and
recommendations
for every user

13. 13
Personalization is hard.

14. 14
Personalization Takes More Time &
Resources than Testing
HYPOTHESI
S
CREATE A
VARIATION
RUN
TEST
EXPERIMENTATION
HYPOTHESIS
DEFINE
AUDIENC
E
BUILD
AUDIENCE
CREATE
VARIATIONS
RUN
CAMPAIG
N
PERSONALIZATION
= LARGEST RESOURCE
DRAIN
* 2.5
* 4
= AVERAGE # OF
VARIATIONS*

15. 15
But..
What if you didn’t have to build complex rules to target?
What if you could just describe your persona in plain english?

16. 16
Introducing Adaptive Audiences
An easier, more relevant way to deliver relevant experiences.

17. 17

18. 18
Simply define your
audience using keywords

19. 19
Personalization Takes More Time &
Resources than Testing
HYPOTHESI
S
CREATE
VARIATIONS
RUN
TEST
HYPOTHESIS
DEFINE
AUDIENC
E
BUILD
AUDIENCE
CREATE
VARIATIONS
RUN
CAMPAIG
N
EXPERIMENTATION
PERSONALIZATION
ADAPTIVE AUDIENCES
HELPS HERE

20. 20
Personalization Takes More Time &
Resources than Testing
HYPOTHESI
S
CREATE
VARIATIONS
RUN
TEST
HYPOTHESIS
BUILD ADAPT.
AUDIENCE
CREATE
VARIATIONS
RUN
CAMPAIGN
EXPERIMENTATION
PERSONALIZATION

21. 21

22. 22
Optimizely Personalization Gives
You a Robust Solution of Targeting
Capabilities
ADAPTIVE
AUDIENCES
REAL-TIME INFO
LOCATION-BASED
DATA & DEMOGRAPHIC
BEHAVIORAL
TARGETING
1ST/3RD
PARTY DATA

23. 23
3rd Party Integration Partners

24. 24
Uses machine learning to make
your team more efficient
Easier and more relevant way to
get started with Personalization
Ensures you are delivering business ROI
with experiment-led Personalization
Benefits of Optimizely
Personalization

25. 25
Crate & Barrel
Success Story
● A number of major campaigns using
Adaptive Audiences today
○ Furniture vs housewares
○ Parents of Kids vs Infants
● In all instances, bounce rates dropped.
● Conversion rates (purchase rate) improved
substantially. Across all three, it was more
than a 20+% improvement.
● Revenue per visitor was a double digit
improvement as well.

26. Crate and Barrel
Accelerates Personalization Program with Optimizely

27. We are a creation company that
curates inspiration for the home.

28. Our Purpose. We help people love how
they live in moments that matter.

29. Our Purpose. We help people love how
they live in moments that matter.
Lounging and watching TV...
Lounge II Sofa
Camille wine glass
Tour Drinkware

30. We reach millions
of customers.
5.6m email subscribers
53% mobile traffic
69k app downloads
33m annual catalog
55m website visitors

31. In the past three years,
Testing & Personalization has grown...
Over 100 tests and personalization campaigns
Self-Sufficient Testing & Personalization Heroes
Machine Learning audiences through Adaptive Audiences
Qualitative and quantitative research
Always on and new campaigns across C&B and CB2

32. My background 13 years experience across
Marketing, eCommerce and Media
MBA from Northwestern
University, Kellogg School
of Management, Marketing,
Media Management & Entrepreneurship
& Innovation
Launched inaugural
Testing Teams at both
Crate & Barrel and Allstate

33. Establish the Testing & Personalization Process
Brand Team
Product
Managers
Leadership
Christine
Set up meeting with key groups
(UX, PM, Dev if needed)
Fill out Test Intake Form
Analytics team to run sizing for
test opportunity
Marketing
Consider resources, timing, any
overlap with other tests, etc.
Consider business case for test:
● Will this increase sales?
● Would we implement this?
● Have we done this?
Start design work, if needed.
Ensure test details logged in
test intake form (objective,
success metrics, etc.)
Build and QA test draft
(design and functionality)
before launching test
1.
2.
3.
4.
5.
6.
7.
If all aligned in moving forward
with test...go to step 5

34. Talk about the process in different channels
Bi-Weekly Test E-mail Update Test Summary Deck
Executive: One-Page Summary
(included in Monthly Leadership Meetings)
Bi-Weekly Testing &
Personalization Meetings

35. Set Your Goals, Strategies & Tactics
Test 1
Increase CVR/Sales
PersonalizationMessaging
Test 2 Test 1 Test 2 Test 3
Goal
Strategies
Tactics
Search Enhancements
Test 3
Redesigns

36. Identify Winning Strategies…
more Testing & Personalization Heroes follow
Test 1
Increase CVR/Sales
PersonalizationMessaging
Test 2 Test 1 Test 2 Test 3
Goal
Strategies
Tactics
Search Enhancements
Test 3
Redesigns

37. Last year, launched Crate&kids

38. Adaptive Audience - Baby Buyer

39. Baby Buyer Adaptive Audience:
Always On Personalization
Kids Content Baby Content

40. Expanded Adaptive Audiences
Housewares Adaptive Audience
Furniture Adaptive Audience

41. Expanded Adaptive Audiences to
Mobile Homepage
Control Housewares Furniture

42. Expanded Adaptive Audiences
Cookware Adaptive Audience Cutlery Adaptive Audience
Kitchen Electrics Adaptive Audience

43. What’s Next
AR as a visualization tool Order tracking page personalization

44. Accelerate Your Personalization Program
1. Identify turnkey opportunities to serve more
personalized content
2. Create adaptive audiences
3. Build personalization campaigns
4. Test and learn!

45. 45
Q&A

46. 46
Thank you!