E XPERI ENCE

OP T I MI Z AT I ON
PL AY BOOK
Let Your Customers
Uncover Your Next Big Win
FOR DIGITAL MARKETERS
THE
CONTENTS
INTRO: Evolution of Todays Internet User
Infographic: Evolution of Todays Internet User
SECTION 1: Evaluate Your Digital Experiences
Worksheet: Chart Your Digital Customer Experiences
SECTION 2: Enter, Experience Optimization
Optimization in Action: Better Experiences
Baked into Every Customer Touchpoint
SECTION 3: Strategic Advantages of Experience Optimization
1 Increase Revenue
Case Study: Optimizing for Revenue at Stanley Black & Decker
Case Study: Liftopia Boosts Revenue from SEM Campaigns by 24%
2 Build a Stronger, More Data-Driven Team
5 Ways to Build a More Efective Team with Optimization
3 Be the MVP in a Growing Field
Becoming a Testing Champion: Tips for Building a Career in Optimization
4 Transform Your Business
Case Study: Recommended Content vs. Social Sharing? Upworthy Lets
Readers Decide
SECTION 4: Go Forth and Optimize
Six Killer Stats to Sell Your CEO on Optimization
The Experience Optimization Playbook for Digital Marketers 2
I NTRO
EVOLUTION
OF TODAY S
INTERNET USER
Today, internet users
expect more than ever before.
Theyre on the go and theyre tech-savvy. They know
they have other options out there and can nd what
theyre looking for in a matter of seconds.
Whether theyre coming to your site to make a
purchase, sign-up for your service, test out your
software, or read an article, you have a very short
window in which to deliver the experience they want.
Figuring out the right experiences to deliver customers
is one of the most valuable questions online businesses
need to answer and this guide will help you do just that.
Well explore real challenges you are facing and arm
you with the single most powerful strategy to overcome
them: Experience Optimization.
The Experience Optimization Playbook for Digital Marketers 4
THE CLOCK IS TICKING
Average human attention span in seconds Percentage
of page
views
that last
less than
4 seconds*
17
%
*National Center for Biotechnology Information, U.S. National Library of Medicine, The Associated Press Research Date: 1.1.2014
Youll benet from this guide if:
Youre looking for cost-efective ways to improve your
digital marketing strategy and get more out of your
marketing budget
Youre wondering if optimization and testing is a good
option for your business
Youre looking for new, proven methods to turn more
visitors into customers
You want to learn more about ways to grow your business
through optimization and testing
Heres what youll learn:
What is experience optimization and why its essential for
any online business
How to gain a better understanding of your online
audiences unique needs and preferences
How businesses like yours are using optimization to their
benet
How you can get started
The Experience Optimization Playbook for Digital Marketers 5
EVOLUTION OF TODAYS INTERNET USER
A lot has changed since the days of dial-up internet and Netscape Navigator. Today,
visitors expect more than ever before across a growing number of digital touchpoints.
The Experience Optimization Playbook for Digital Marketers 6
1993 1994 2004
2005 2007 2010
Meet, the 1st public
web browser:
Mosaic (later
Netscape)
Users around the world
can easily access and
navigate the internet.
eBay & Amazon
launch
Online shopping
is born. Internet
users can log in and
purchase goods and
services with just a
few clicks.
Gmail launches in beta
More internet users gravitate
to this user-friendly email
platform with better privacy
and security settings.
Students at Harvard
log in to a new
social media site:
TheFacebook.com
The internet goes social,
as users connect and share
on a more personal level.
YouTube reaches 1
million video views
Internet video and virality
gain a new platform.
Apple introduces the iPhone
Users browse the internet on the go
from their mobile devices.
Apple launches the iPad
Mobile browsing gets a new,
larger interface that rivals
the desktop experience for
shopping, gaming, reading,
and more.
Ad retargeting takes of
Users are reminded of what they
saw on a website even after theyve
left it. Ads are more relevant and
personalized.
The Experience Optimization Playbook for Digital Marketers 7
Sources: IMB, Generation C Study, Qualcomm, Google Mobile in-Store, Business Insider
2012 2013 2014
TODAY
Google announces
Project Glass

As more consumers adopt
wearable technology (a
projected 64 million by
2017), users will expect
increasingly wearable-
friendly experiences.
Apple rolls out
iBeacon technology
Businesses can provide
smartphone users in their
brick-and-mortar stores
with location-tailored
notications, ash sales,
and more.
Mobile usage makes
up 25% of total web
usage globally
Were always connected.
29% of Americans say their
phone is the rst and last
thing they look at every
day.
Your digital audience expects
more than ever before.
Businesses that serve up the best digital
experiences have the opportunity to be
wildly successful.
Second Screen
experiences take of
80% of smartphone and
tablet owners use these
devices while watching TV.
The average
American spends 3+
hours/day on social
media
85% of shoppers say social
networks help them decide
what to purchase.
Apple announces 1
million apps in the
App Store
From work to socializing
to shopping, Smartphones
play a major role in making
peoples lives easier
that goes well-beyond
communication.
SECTI ON 1
EVALUATE
YOUR DIGI TAL
EXPERIENCES
BEST-IN-
CLASS
Google ran more than
A/B tests in 2011
alone. *
7,000+
There is higher standard for what
todays visitors expect from
experiences with your business.
But understanding exactly what that is can be a
challenge. Theyre motivated by diferent goals. Theyre
coming from diferent locations and using diferent
devices. Theyre interacting with your business at
many diferent touchpoints and are at diferent stages
along the customer journey.
Best-in class companies like Google, Amazon, and
Netix have set the bar high, providing personalized
experiences for shoppers, readers, and other visitors
tailored to their unique preferences.
Lets face it, your visitors know they have options. To
stand out against the ever-growing online competition,
youll need to provide the best possible digital
experiences.
BRAND
LOYALTY IS
BENCHED!
of Americans say
brand is a major factor
in the purchases they
make.*
ource: Forbes)
The Experience Optimization Playbook for Digital Marketers 9
Were maybe as good as a coin-ip at guessing whats going to work
best for our users. People are really fascinating and interesting...
and weird! Its really hard to guess their behaviors accurately.
Peter Koechley, Co-founder, Upworthy
We see our customers as invited guests to a party and we are the
hosts. Its our job every day to make every important aspect of the
customer experience a little bit better.
Jef Bezos, CEO, Amazon
25
%
*sources: Pardot and Forbes
Dening an experience
An experience is any interaction a visitor has
with your business.
Some examples include:
Customers visiting product information pages on
your site, adding items to their cart, and moving
through the checkout funnel
Users checking out a recent post on your blog
Prospects visiting a landing page after clicking
through a display ad in search
Customers opening your monthly newsletter
Customers visiting your brick-and-mortar store
Prospects attending an event hosted by your
company
Customer service phone interactions
190.4s
4.6
40.5
%
2040
%
3050
%
4060
%
7090
%
84
%
Average time
a visitor spends
on a website
Average
bounce rate
of online shoppers
expect their transaction
to take 5 minutes or less
Average # of
pageviews
for retail
sites
for lead
gen sites
for news, media,
& coantent sites
for simple
landing pages
BOUNCING
AROUND
THE INTERNET*
including email leads, sales leads, & quote sites
like an add-to-cart page
The Experience Optimization Playbook for Digital Marketers 10
*Source: Kissmetrics
DIGITAL CUSTOMER EXPERIENCES
Howd you stack up? Taking stock of what is and isnt working at each digital
touchpoint is the rst step towards optimizing those experiences.
What experiences do you currently provide customers and prospects online? This assessment will help
you take stock of your current digital touchpoints and assess areas for improvement via optimization.
EXPERIENCE
Weekly email
newsletter
Twitter account
Increase
purchases on
your website
Build brand
awareness and
engagement
High click-
through rate
Many followers
Higher click-throughs
have not driven more
purchases. Customer
reach website and
bounce.
Low engagement
WHATS WORKING GOAL AREAS FOR GROWTH
CHART YOUR
The Experience Optimization Playbook for Digital Marketers 11
SECTI ON 2
ENTER, EXPERIENCE
OPTIMIZATION
Experience optimization is a highly efective way to
take prospects and turn them into revenue.
With experience optimization, youll:
Gather real-time information about your audience
Build experiences tailored to their unique needs and
preferences
Enhance your current marketing strategy
Understand what does and doesnt work for your
customers at each touchpoint
Grow your business, with lasting customer relationships,
and improved ROI
The Power of Iteration:
Experience optimization is an iterative process. Your audience is
constantly growing, changing, and evolving. Optimization allows
you to keep tabs on many changing variables and alter course
smoothly, so youre always on top of your game.
The Experience Optimization Playbook for Digital Marketers 13
FOR EVERY
$92
SPENT ON ACQUIRING
CUSTOMERS, ONLY
$1
IS SPENT ON
OPTIMIZATION. *
*sources: IBM TeaLeaf 2012
To get a better feel for experience optimization, lets take a look at
one company who does it rightHubSpot. HubSpots Amanda Sibley
explains how they tests various forms of personalization throughout
their entire website, and almost all content they post across all
marketing channels. According to Amanda, her team puts signicant
efort behind optimization because they know theyll see better
results in the long run.

Smarter content
Tailoring the content and materials on your website to the audience
browsing them can have a huge impact. At HubSpot, if we know a
visitor is from an enterprise size company, well serve up specic case
studies and value props geared towards enterprise-level customers.
This personalization shows the visitor that our software is a good t.

More efective emails
Email marketing is one of the most direct ways to reach your
audience, but can also be the biggest turn-of for customers (SPAM
ALERT!). Thats why we test all the emails we send.

In a recent series of tests, we experimented with images. (To include
images, or not to include images? ...that is the question.) Contrary
to what you might think, we found that removing images from our
marketing emails actually increased click-throughs by 60%. Weve
since optimized our customer emails accordinglyremoving images
and focusing on the text our audience prefers.
Other email tests weve run have focused on subject line, length, copy
positioning, signature/from address, and calls-to-action.
This tactic has helped us achieve a 42% improvement on our
calls-to-action.
The Experience Optimization Playbook for Digital Marketers 14
OPTIMIZATION IN ACTION
A Play-by-Play Look at
Optimizing Digital Experiences
CONTRI BUTED CONTENT: HUBSPOT
Expanded Social Reach
Based on our ndings from the email-image tests, we decided to
test the use of images in our tweets as well. This time around, we all
believed the image would perform betterit looks more appealing and
owns more real estate. Did our Twitter followers agree? Yes!
The tweet with the image saw 36% more clicks, 41% more retweets,
48% more favorites, and 55% more leads generated.

More Customers
Our blog has millions of viewers each month and is one of the better
lead generation channels for our marketing team.
We recently tested two diferent types of CTAs to see what resonated
best with our audienceour original CTA, located at the bottom of
each blog post, versus a slide-in CTA located closer to the top of the
page. We wanted to understand if a CTA that was more disruptive
would attract more clicks and convert more leads than the typical
bottom-of-the-page button.
Site visitors responded signicantly better to the more disruptive
variationwith a 106% increase in click-throughs and a 38% increase
in leads generated. To better serve our visitors (and increase
conversions) going forward, we implemented slide-in CTAs on most
of our top-performing blog posts.
The Experience Optimization Playbook for Digital Marketers 15
SECTI ON 3
THE STRATEGIC
ADVANTAGES OF
EXPERIENCE
OPTIMIZATION
Beyond providing winning customer experiences,
optimization delivers lasting value to your business
and a huge competitive advantage.
Dollar for dollar, no other digital marketing investment
provides the same nancial leverage. Thats because
experience optimization ups the return on investment
(ROI) on everything else you do
If youre focusing marketing spend on bringing people
to your sitethrough things like SEM, email, social
campaigns, and morewhy not do everything in your
power to maximize the chance to turn those visitors
into conversions and dollars? Optimizing the pages you
send trafc is an easy way to drive more dollars from
your current marketing eforts.
The Experience Optimization Playbook for Digital Marketers 17
ADVANTAGE #1
INCREASE REVENUE
TOP FIVE REASONS TO
Invest in Experience Optimization
Brian Cahak, VP of Business Development at Clearhead, a digital optimization agency,
ofers ve reasons why digital marketing dollars should go toward optimization.
1. Optimization creates an annuity stream
In contrast to pay-per-click (PPC) investments, a winning test can yield a sustained
benet far beyond the test duration. This annuity stream can, over time, generate very
protable, disruptive growth, and a very signicant ROI.
2. Optimization enhances collaboration across departments
Collaboration breeds trust, better communication, and joint problem solving all the
ingredients necessary to design and implement break-through experiences.
3. Optimization is a strategic advantage
Few are doing it well or at scale. Only 17% of top Alexa-ranked sites currently use an
optimization platform. 87% of companies only run 1-5 experiments per month.
4. Optimization makes an organization more customer-focused
No business is wiser than the collective wisdom of their customers.
5. Did I mention the ROI?
The cost of optimizing is small when compared to the revenue lift gained from a win.
Lets say you have a $100M e-commerce and improve conversions from 2% to 2.2%.
Thats $10M to your top-line revenue. Just from one test.
The Experience Optimization Playbook for Digital Marketers 18
When executed correctly, weve seen optimization
provide up to 5x more ROI than PPC.
-Brian Cahak, VP of Business Development, Clearhead
CONTRI BUTED CONTENT: CLEARHEAD
CASE STUDY: STANLEY BLACK & DECKER
Optimizing for Revenue
at Stanley Black & Decker
Stanley Black & Decker is the Fortune 500 company behind
industrial tools and household hardware brands including Black &
Decker, Dewalt, Porter Cable, Stanley Tools, and Bostitch. SB&D has
been optimizing experiences across the brands websites for more
than two years, working with Viget, a digital marketing agency.
One recent experimenta simple A/B test on the primary call-to-
action (CTA) on Dewalt.coms product pagesled to a six-gure
impact in online revenue.
The test compared two CTAs: a Buy Now CTA versus a variation that
read Shop Now. The SB&D team hypothesized that Shop was less
committal in action, and would compel more customers to click the
button.
After running the experiment, however, the team found that Buy
Now actually outperformed Shop Nowdriving 17% more customers
to click through.
This single decision had a six-gure impact in online revenue.
Without testing, the team would not have been able to optimize
for that outcome.
The Experience Optimization Playbook for Digital Marketers 19
There are no universal truths in marketing. The only way we can
really gure out what works is through A/B testing and optimization.
Paul Koch, Marketing Strategist, Viget
CASE STUDY: LIFTOPIA
Liftopia Boosts Revenue
from SEM Campaigns by 24%
Ski deals site Liftopia uses SEM ads to drive visitors to pages in its purchase funnel.
From there, they use experience optimization to make dollars spent on SEM more
efective. Heres one example.
In the past, pages in Liftopias purchase funnel ofered numerous options for cross-sell.
When visitors landed on a page from SEM, they had the option to either buy the results,
search for new results, or click directly on other deals and ofers. The team wanted to
determine whether tailoring their funnel pages around the specic deal promoted in the
SEM advertisement would drive more visitors down the funnel to purchase the package.
Since they knew what SEM-trafc was searching for already, they hypothesized that
showing a tailored experience with exactly what visitors had searched for would
increase purchases and decrease bounce rates. They tested it out, measuring whether
the original or the variation converted more visitors into customers.
After just seven days, a statistically signicant result emerged: the winning
experience increased revenue from SEM campaigns by 23.7%.
Testing diferent purchase funnel variations helped Liftopia better understand how SEM
trafc behaves and ultimately convert more visitors into customers.
The Experience Optimization Playbook for Digital Marketers 20
Optimization has taken the debate aspect out of design. We let our users tell us what
designs are the best layout. If we have a question about what the best design is, we test it.
Dave Nufer, Liftopia
ADVANTAGE #2
BUILD A STRONGER,
MORE DATA-DRIVEN TEAM
The transformations made by optimizing extend far
beyond your website, mobile site, and other customer
touchpoints. Teams and individuals that practice
experience optimization are able to align themselves
around common metrics and goals. Decision-making is
democratized, and all ideas have merit until they can be
tested. Testing creates a recurring, consistent dialogue
about what actions were taken, what the team learned,
and what they plan to do next. This iterative process
inherently improves internal collaboration and focuses
the organization more on the customer and on data.
With optimization, you and your team will be more
efcient. More efective. And more data-driven.
The Experience Optimization Playbook for Digital Marketers 21
Theres a lot of passion involved in nonprots. We all have strong
opinions and ideas about how things should be done. Optimization
tells us, out of this mix, which is the best way forward.
Andrew Ng, Movember
5 WAYS TO BUILD
A More Effective Team
with Optimization
1. Focus eforts where they matter most,
saving on precious time and resources
Imagine a world where your team only focused on projects proven
to drive impact. Optimization lets you to do just that. Winning teams
optimize to improve the efciency of existing trafc channels, test out
new designs before hard-coding them, and validate early concepts for
campaigns, products, and features. Optimization allows for course-
correction if your experiments arent supporting your ideas. Plus, the
ROI will pay for itself, and potentially free up resources for other areas
needing investment
2. Avoid interpersonal conict by
putting difering opinions to the test
Running experiments democratizes decision-making. Debates about
the best design or messaging for a given goal can be put to the test.

3. Empower all members of the team to optimize
their work and be data-driven in all they do
Enable your team to make informed decisions and understand causal
trends in your site data. Google Chief Economist Hal Varian advises:
Experimentation is the gold standard of causation. Experimentation
is essential for anyone looking to be more data-driven.
The Experience Optimization Playbook for Digital Marketers 22
There used to be a battle of opinions in our company. The designer
would get upset; the boss would intervene. Be we dont have a story
like that anymore. No one is really committed to their version
anymore because testing proves over and over again that the
smartest people in the room are just wrong.
Elliot Kharkats, Web Analytics and Testing Manager, 1-800-Dentist
The Experience Optimization Playbook for Digital Marketers 23
4. Align teams around shared goals
A winning testing program has an explicitly dened metric to
optimize towards. Putting a stake in the ground and prioritizing can
be a difcult exercise to start, but will eventually help with not only
your optimization cycles, but with internal alignment in general.
5. Collaborate around hypothesis generation,
test ideas, and execution
Open up research and brainstorming to team members with a wide
array of perspectives and teach them how to construct hypotheses
for testing. Optimization becomes a cross-team efort that increases
the investment in seeing a test idea get set up and succeed. Make
sure to include designers and developers in the process.
As a champion of experience optimization, you can lay
claim to incremental improvements in conversions and
the bottom-line contributions that each improvement
has yielded.
You will take professional development steps toward
becoming more informed in your day-to-day business
decisions. Choosing data sources, and incorporating a
balance of qualitative and quantitative data points into
decisions, are invaluable skills that will inform how
you approach problems on the web, in a product, or in
marketing in general.
Plus, more and more businesses look to hire people
with strong experience in testing, optimization, and
analytics.
The Experience Optimization Playbook for Digital Marketers 24
ADVANTAGE #3
BE THE MVP IN A
GROWING FIELD
Q
A
Krista Seidan is an experienced leader in the digital analytics and optimization
industry. In her current role as a Product Marketing Manager at Google, she
leads web analytics, reporting, testing, and optimization for the Enterprise
Marketing team. She has evangelized optimization internally and expanded
A/B testing eforts over 15-fold to the point where her team executes over 50
tests per quarter.
As more and more businesses look to hire people with strong experience
in testing, optimization, and analytics, people like Krista Seiden are in high
demand. We were curious to learn how her career has unfolded and hear her
advice for others looking to enter into this growing eld.
To start of, tell us about your career in digital analytics.
How did you arrive at where you are now?
Ive had an interesting and diverse career spanning several companies and
focus areas. I started out in the space as an internal practitioner at Adobe. In
addition to web analytics, I focused on optimization and helped run several
split tests for their core cloud product oferings.
After Adobe, I spent some time at the Apollo Group (parent company of the
University of Phoenix) as a product analyst responsible for all digital metrics
for their classroom social media platform and mobile apps. I built a skill set
around UX testing and paired the qualitative data we received from user
testing with quantitative data to tell a complete story. I then moved onto to
Google where I currently run the analytics and optimization program for the
Enterprise Marketing team. In this role, I manage implementation and high-
level reporting for six core product oferings and run an A/B testing program
which executes upwards of 50 tests/quarter.
The Experience Optimization Playbook for Digital Marketers 25
BECOMING A TESTING MVP
Tips for Building a Career in
Optimization
An interview with Google Product Marketing Manager Krista Seiden
Q
A
Q
A

What advice do you have for people looking to explore a
career in analytics, testing, optimization, data application?
Get hands onif you have a personal website or blog, get a free Google
Analytics account and start tracking your site data.
Try running a simple A/B test on your ownthere are several A/B testing tools
which will help you do this with minimal efort (Content Experiments within GA
and Optimizely are both great options).
Read blogs and Twitter feeds of the top minds in the industry.
Can you give an example of where your expertise had a
particularly strong impact in your organization?
Ive had the opportunity to guide several organizations through product
and web development by adding the analytics and optimization layer to the
equation. One example I like to give comes from my experience working
on mobile app analytics at the Apollo Group. While developing v2 of our
classroom app, I must have made 4 or 5 trips from San Francisco to Phoenix
to sit in on UX lab studies for how students were reacting to and using the
v2 app (throughout various stages of dev). After I attended those sessions I
was able to better understand the data we were seeing on the analytics side.
That deeper understanding led to several feature tweaks and enhancements
in the v2 app. It was very powerful to see the combination of quantitative
and qualitative come together to inuence development to make a better
experience for our students.
The Experience Optimization Playbook for Digital Marketers 26
ADVANTAGE #4
TRANSFORM YOUR BUSINESS
In todays competitive market, it can be difcult to
nd a winning formula that simultaneously attracts
new customers, serves current ones, and drives your
business bottom line.
Optimization allows the people who matter mostyour
customersto determine the way forward. Testing and
optimization can identify user pain points, highlight
key areas for business growth, and inform future
product and organizational roadmaps.
Optimization
translates to other
marketing eforts

of marketers use
optimization lessons to
inform ofine campaigns
and other marketing
communications.
(Source: MarketingSherpa)
Viral video site Upworthy has built a thriving media business
on optimization. From day one, the media company has tested
everythingfrom headlines to content to site functionalityto ensure
the site meets the unique (and changing) needs of its audience.
In the early days, Upworthys goal was to nd people on social media
and grab their attention, getting them to share back out to their
social channels. But as Upworthys audience grew, the team realized
The Experience Optimization Playbook for Digital Marketers 27
CASE STUDY: UPWORTHY
Recommended Content vs. Social
Sharing? Upworthy Lets Readers Decide
70
%
We want people on our site to really enjoy it. Part of that is in
curating exceptional ly meaningful videos. But its also about taking
the time to optimize every part of the experience for maximum
shareability and satisfaction.
Peter Koechley, Co-founder, Upworthy
that the sites strong emphasis on social sharing was not keeping up
with the needs of frequent visitors, who were looking for additional
videos to peruse through. Users wanted to dig deeper, but there was
no obvious way to get to a second piece of content. The team set out
to nd an efective way to change that.
They experimented with several diferent placements and designs
of a recommended content module, measuring the impact on
engagement and social shares across Upworthys site.
An Optimized Way Forward
After running the test for just a few days, the team uncovered
some surprising results. The top performing recommended content
module actually increased social sharing by 28%! It also dramatically
improved sitewide engagement.
The team quickly built the new recommended content functionality
into each content page on their site.
By letting visitors make the nal call, the Upworthy team was able
to build an optimized experience that both expanded the websites
oferings and increased conversions.
The Experience Optimization Playbook for Digital Marketers 28
Optimization provides a clear understanding of what eforts
will drive growth (and what things your customers could do
without), enabling businesses to devote manpower to those
projects that are proven to win.
Companies can test new features and designs to a subset of
trafc, before building, implementing, and launching them to
100% of users. Under this highly efcient model, design and
development teams only spend their time working on features
and designs that stick.
This concept applies beyond web and mobile app design and
functionality. Todays leading companies test everything
branding, messaging, even new product oferingsto see what
sticks, before devoting the resources to build, implement, and
launch them to the public. Ultimately, optimization can inform
the long-term product roadmap for your company, helping to
identify, prioritize, and invest in areas that are proven to drive
results.
Testing pays for itself. With all the gains in conversions, in addition to how
fast I can get a test turned aroundliterally the man hours Im saving by
not having to leverage the tech team as muchthose are huge impacts to our
business. Its not just value creation, its also resource saving.
David Yeom, VP of Marketing, The Honest Company
We ran a test where we found the learnings were contrary to our initial
hypothesis. We were going to spend a lot of money on that particular
program, but we learned in the end it wasnt important to our customers.
Testing helps you realign and rely on the data.
Eddie Castillo, User Experience Manager, Chrome Industries
The Experience Optimization Playbook for Digital Marketers 29
SECTI ON 4
GO FORTH & OPTIMIZE
Take stock of your current marketing
eforts. What are your biggest goals? What
challenges are you trying toa tackle? Where can
experience optimization drive results?
Get buy-in from teammates and executive
sponsors. Here are six stats to help you make the
case.
Find the right optimization solution for
your business. Depending on your companys
size, budget, team structure, and technical know-
how, you may chose to buy a testing software, hire
The Experience Optimization Playbook for Digital Marketers 31
SO WHAT ARE YOU WAITING FOR?
ITS TIME TO TAKE ACTION
*Sources: The 2012 Conversion Rate Optimization Report (Unbounce), Event 360, The State of Paid Marketing (Hanapin Marketing)
6 KILLER STATS TO SELL YOUR CEO ON OPTIMIZATION*
Youre already spending
money to drive trafc to
your site. But then what?
For every $92 marketers
spend to drive trafc to their
website, only $1 is spent on
optimizing the experience
visitors see when they arrive.
01
04
02
05
03
06
Average conversion
rates are low. The average
conversion rate for an
e-commerce website is 3%.
For a SaaS site its 7%. And for
media, its 10%.
You can easily do better.
A/B testing is the most used
method for improving conversion
rates. Companies whose
conversion rates improved last
year are performing, on average,
50% more tests and using 47%
more methods to improve
conversion.
Successful brands and
companies have seen huge
wins. President Obama raised an
additional $60 million using website
optimization. Smartwool boosted
revenue per visitor by 17%. The
Guardian increased subscriptions by
46%. ComScore increased leads by
69% with optimization.
Dont get left behind.
85% of search marketing
professionals will focus
more on conversion rate
optimization this year.
Listen to your audience.
44% of CMOs use their website for
customer research, using tactics
like A/B testing and experience
optimization.
a consultant or agency to test for you, or build your
own testing tool. Theres no wrong choiceyour
decision will depend on what makes the most sense
for your business.
Assemble your optimization dream team.
Testing teams come in all shapes and sizes, and,
like choosing an optimization solution, your team
structure will be determined by a number of factors
specic to your business. Check out the Roadmap
to Building a Data-Driven Optimization
Team to learn more about options for your
organization.
Deliver optimized experiences to your
customers.
Today, winning companies know that delivering
the best possible online experiences is not only
advantageous its essential. Using experience
optimization to serve up high-converting visitor
interactions will help generate more revenue, higher
audience engagement, improved lead acquisition, and
most importantly, happier customers.
The Experience Optimization Playbook for Digital Marketers 32
The Experience Optimization Playbook for Digital Marketers 33
MORE RESOURCES
A/B Testing and Optimization on Native Mobile Apps
Learn how top app developers create experiences that retain and grow users. Its
never been more important to have a mobile app optimization strategy.
Optimizing Your Conversion Engine: Search Engine Marketing
Optimization can be instrumental in improving the performance of your paid
search investments. Learn how to maximize your marketing ROI today.
Building Your Companys Data DNA
Identify and use the right metrics to delight your customers, engage your
audience, and grow your business in this guide, with worksheets and interviews
with Qualaroo and KISSmetrics.
About this Guide
The Experience Optimization
Playbook for Digital Marketers
Written by:
Robin Johnson
Content Marketing Specialist
@robinmjohnson
Designed by:
Jessie Ren
Communication Designer
Special thanks to:
Ural Cebeci, Brian Cahak,
and Amanda Sibley
To learn more about
Optimizely, schedule
a live demo today at
Optimizely.com/demo
About Optimizely
Optimizely is the worlds leading
optimization platform, providing
A/B testing, multivariate testing, and
personalization for websites and iOS
applications. The platforms ease of use
empowers organizations to build and run
experiments that help them make better
data-driven decisions. With targeting
and segmentation, and powerful real-
time data, Optimizely meets the diverse
needs of any business looking to deliver
optimized experiences to their visitors.
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