'

Webinar: Optimizely's Optimization Benchmark Findings

Понравилась презентация – покажи это...





Слайд 0

THE OPTIMIZATION BENCHMARK Key Findings Webinar


Слайд 1

HOUSEKEEPING 30 Minute Presentation, Q&A to Follow 09.02.2015 • Enter questions into question panel THE GoToWebinar of • OPTIMIZATION • We are recording, and slides will be BENCHMARK distributed after • Following on social? Key Findings Tweet #optlybenchmark Webinar 09.02.2015 THE OPTIMIZATION BENCHMARK Key Findings Webinar


Слайд 2

ABOUT ME • 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!


Слайд 3

The Optimization Benchmark • What it is: Optimizely’s first industry survey • Goal: Understand how testing and optimization is thought about and conducted


Слайд 4

“What gets measured, gets managed.” – Pete Drucker


Слайд 5

Benchmark Methodology n = 417 LEVEL COMPANY SIZE TITLES 1/4 Executives 1/4 Large Enterprise Marketers 1/2 Managers 1/2 Mid-Size to Small Enterprise Product Managers 1/4 Associate, Consultants 1/4 Small Businesses Engineers


Слайд 6

Benefits & Budget Team Structures Testing Process Improvements for 2016 What to Do


Слайд 7

Benefits & Budget Team Structures Testing Process Improvements for 2016 What to Do


Слайд 8

For teams that adopt optimization, the benefits are undeniable. Measuring the quantitative and qualitative benefits of optimization.


Слайд 9

98% of optimizers agree that it’s valuable to their success Do you agree or disagree with the following statements about optimization? Is valuable to the success of my marketing campaigns and/or product strategy 98% Improves my understanding of my customer’s needs and desires 94% 6% Helps me to deliver relevant content to my customers 93% 7% Increases my conversion and engagement rates 91% 9% Improves the ROI of my marketing campaigns 88% 12% Agree 87% 13% Disagree Allows me to take action on data quickly Has created a culture of learning and experimentation at my company 87% 13% Improves the creative output of my team 80% 20% Improves my team’s speed to execute on ideas 76% 0 10 20 30 40 50 60 70 24% 80 90 100


Слайд 10

Do you agree or disagree with the following statements about optimization? … along with many other measurable and immeasurable benefits Do you agree or disagree with the following statements Do you agree or disagree with the following statements Do you agree or disagree with the following statements Do you agree or disagree with the following statements Do you agree or disagree with the following statements about optimization? about optimization? about optimization? about optimization? about optimization? Do you agree or disagree with the following statements about optimization? Quantitative Qualitative Increases my conversion and engagement rates 91% 9% Improves the ROI of my marketing campaigns 88% 12% Allows me to take action on data quickly Improves my team’s speed to execute on ideas 76% 24% Improves my understanding of my customer’s needs and desires 94% 6% Helps me to deliver relevant content to my customers Allows me to take action on data quickly 87% 13% Has created a culture of learning and experimentation at my company Has created a culture of learning and experimentation at my company 87% 13% Improves the creative output of my team 80% 20%


Слайд 11

Budgets for Optimization Set to Increase in 2016 How do you plan to change the amount of budget allocated to optimization in the next 12 months? 55% How do you plan to change the amount of budget allocated to optimization in the next 12 months? 61% 53% 60% 57% 50% 52% 43% 45% 50% 40% 43% 37% 38% 40% 35% 30% Increase 25% Executive 30% Manager Decrease 20% No change Individual 20% 15% 10% 5% 0% 6% 10% 2% 4% 5% 0% Increase Decrease No change


Слайд 12

Reasons for Increasing Budget for Optimization • 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


Слайд 13

“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


Слайд 14

Benefits & Budget Team Structures Testing Process Improvements for 2016 What to Do


Слайд 15

The human capital behind optimization. The analytical know-how and creativity that makes testing work.


Слайд 16

52% of optimization teams have 1 or more full-time hires How many members of your team are focused on optimization? 29% 29% 30% 25% 23% 17% 20% 15% 10% 2% 5% 2% 0% One, full-time Multiple, full-time One, part-time Multiple, part-time An agency None


Слайд 17

Who optimizers are planning to hire Web Analyst Marketer Program Manager Front-end Developer UX Designer


Слайд 18

Marketing Most Likely to be Lead Optimization Which teams are involved with optimization at your company? 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%


Слайд 19

Benefits & Budget Team Structures Testing Process Improvements for 2016 What to Do


Слайд 20

Research, prioritization, analysis, and communication. Running a testing program like a well-oiled machine requires expert processes.


Слайд 21

Analytics are the Top Input for Optimization Which of the following inform your optimization strategy? 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


Слайд 22

Optimizers Prioritize their Tests by Revenue Potential, and Potential to Improve the Customer Experience How do you prioritize which digital interactions with your audience require optimization? 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


Слайд 23

More than Half of Optimization Orgs Run Experiments at Least Weekly Approximately how often do you run A/B or multivariate tests to optimize your website, mobile app, or other digital channels? 37% 21% 15% 12% 9% Multiple Times per Week Weekly Multiple Times per Month Monthly 7% Multiple Times per Year We Don’t Run Tests


Слайд 24

Benefits & Budget Team Structures Testing Process Improvements for 2016 What to Do


Слайд 25

How would you optimize your optimization? What about your team or process would you improve?


Слайд 26

What Optimizers Want to Change


Слайд 27

Benefits & Budget Team Structures Testing Process Improvements for 2016 What to Do


Слайд 28

Benchmark Report Takeaways • 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


Слайд 29

Thank you!


Слайд 30


×

HTML:





Ссылка: