#ddtt #2 Keynote by Matt Althauser - the evolution of optimization.

1. Matt Althauser
GM, Optimizely EMEA
@malthauser

2. 7,000
500,000
7,000,000,000

3. Join the
Community:
www.optiverse.com

4. February 27th, 2000

5. Holy A/B Testing!

6. …?

7. One to Many
One to Few
One to One
Evolution of Optimization

8. What s the best experience for
the average user?
One to Many
2/27/2000-Present
=
Simple Tools

9. Original
Variation
+606%
Engagement

10. Video
Images

11. +0.2 %
Conversions
Video
Images

12. 2006-Present
=
One to Few
What s the best experience for
segments of users?
Fire!

13. Fire!

14. Flow Analysis…

16. +15%
Task Completion

22. 2010-Beyond
=
Wheel!
One to One
What s the best
experience for each user
on each device?

23. Donation Button Experiment

24. 0.0%
0.0%
0.0%
2.3%
27.8%
16.3%
-27.8
N/A
N/A
15.2%
-24.6%
11.9%
8.5%
2.9%
18.4%
Donation Button Experiment
Never
Signed-Up

25. 0.0%
0.0%
0.0%
2.3%
27.8%
16.3%
-27.8
N/A
N/A
15.2%
-24.6%
11.9%
8.5%
2.9%
18.4%
Donation Button Experiment
Never
Signed-Up
Signed-Up
No Donate

26. 0.0%
0.0%
0.0%
2.3%
27.8%
16.3%
-27.8
N/A
N/A
15.2%
-24.6%
11.9%
8.5%
2.9%
18.4%
Donation Button Experiment
Never
Signed-Up
Signed-Up
No Donate
Previously
Donated

27. 2%
Return Visitors
10%
Mobile Visitors
1%
Amsterdam Visitors
0.2%
New Visitors
2%

30. +28%
Revenue/Visitor

31. App Store Blues

36. mobile.optimizely.com
@malthauser