Optimizely Experience Roadshow 2014

Optimizely Roadshow:  Turning Data into Action

This week Opti­mize­ly made its way to grand ole south in its “Opti­mize­ly Expe­ri­ence” road­show event.  I was impressed by the thought­ful­ness and pre­pared­ness of the speak­ers, flow of con­tent and enjoyed net­work­ing with my fel­low indus­try cohorts who also share a pas­sion in test­ing and results.  Optimizely’s tool is beau­ti­ful­ly designed, on a fast a furi­ous pace of launch­ing new fea­tures and extreme­ly user friend­ly which makes it use­ful for any type of mar­keter (or non-mar­keter).

First, What is Optimizely?

Opti­mize­ly is an A/B and mul­ti-vari­ate test­ing tool.  The easy to use tech­nol­o­gy allows vir­tu­al­ly any­one to imple­ment land­ing page test­ing on their site to enjoy improve­ments in per­for­mance met­rics that mat­ter most.   I was lucky enough to sit with CEO and co-founder, Dan Siro­ker, at the VIP din­ner the night pri­or to the event to learn about his impres­sive back­ground that inspired the cre­ation of Opti­mize­ly and how he actu­al­ly A/B test­ed into get­ting the com­pa­ny name.  Turn­ing a lit­er­al ‘pain in the neck’ A/B test­ing expe­ri­ence while work­ing for the 2008 Oba­ma Pres­i­den­tial cam­paign was a piv­otal moment for our indus­try! (Thank you Dan!).   Yes­ter­day, the Prod­uct Man­ag­er (Byron Jones) intro­duced new fea­tures and inte­gra­tions.  Here are some of the ones that got me excit­ed:

New Optimizely Features:

  • Audi­ences – this isn’t new but a fan­tas­tic way to split serve expe­ri­ences or to seg­ment results to under­stand how dif­fer­ent audi­ences are react­ing to a test or expe­ri­ence.  Exam­ples: — Use a utm para­me­ter and cre­ate an audi­ence for Bar­gain Shop­pers if they come to your site via terms with “out­let”, “sale”, “dis­count” terms.  Or maybe they are “Hot Shop­pers” if they are look­ing for “Buy” or “Price” terms. o   Also inte­grate BlueKai data to fur­ther tar­get your expe­ri­ence to BlueKai pro­files of rel­e­vant audi­ences

  • Anno­ta­tions – like oth­er tools like Google Ana­lyt­ics you can anno­tate direct­ly into the exper­i­ment results.  For instance if there was a press release that spiked traf­fic or a site out­age that influ­enced traf­fic you can make a note of it.

  • iOS – many fea­tures and func­tion­al­i­ty in the IOS test­ing part of Opti­mize­ly.  This sec­tion has been mak­ing prod­uct improve­ments as fast as every 2 weeks!   Oth­er cool IOS updates: — Android is com­ing soon!

  • Mix­pan­el inte­gra­tion

  • Cus­tom tags – tar­get your app users based on unique attrib­ut­es

  • Improved scripts, edi­tor and more.  (Read release notes here)

New Optimizely Integrations:

  • Word­Press Plu­g­in – this one was beau­ti­ful.  A sim­ple modal with­in Word­Press allows you to eas­i­ly A/B test head­lines with a click of a but­ton with­out touch­ing the Opti­mize­ly UI cour­tesy of APIs.

  • Quala­roo – are you a cus­tomer of Quala­roo?  If so, you can imple­ment and use sur­vey results in Opti­mize­ly to imple­ment feed­back-dri­ven web­site per­son­al­iza­tion! Snazzy!

  • BlueKai – if you are a BlueKai (and Opti­mize­ly) cus­tomer you can seam­less­ly import 1st and 3rd par­ty audi­ences into the UI.  Very cool!

To learn more about devel­op­er APIs – developers.optimizely.com (Results API com­ing soon!)

My next post will includes exam­ples of how brands are using Opti­mize­ly to test and see amaz­ing results.  Stay tuned!