How to Run a Cost-Efficient Optimization Program With a Limited Budget
0 likes254 views
Choose the Right Technology: If you have a tiny budget, it might be tempting to start using Google Optimize. But your actual costs might be higher: Optimize is not as intuitive and flexible as VWO and requires dev assistance to generate test variations. If you are short of dev resources (which you most likely are), with VWO you can deliver the winning variant to all users instantly. Work Efficiently: Don’t improvise. Use an organized, lean, agile process of analysis, ideation, design development, QA, launch, and monitoring. Avoid too many loops and design iterations. Analyze and Prioritize: Support your testing ideas with data. This will help in better prioritization of tests that matter. Define Ownership: Many companies have launched an optimization program, but after a few months, the program loses its momentum and attention. Investing in a great testing platform, but not making full use of it increases costs. Somebody should “own” and orchestrate the ongoing optimization process and testing efforts.
![[Webinar] Visa's Journey to a Culture of Experimentation](https://cdn.slidesharecdn.com/ss_thumbnails/optimizelywebinar-visasjourneytoacultureofexperimentation-180227210737-thumbnail.jpg?width=560&fit=bounds)
![[CXL Live 16] Growth Hacking BS: Fixing Marketing One Truth at a Time by Morg...](https://cdn.slidesharecdn.com/ss_thumbnails/xfwvgymotos2fajqo19v-signature-42db88fde2139044dd6963018b134da7e709739587431e34ce8d4285185c8547-poli-160403200010-thumbnail.jpg?width=560&fit=bounds)
![[Webinar] How Vivid Seats Ensures Experimentation Success](https://cdn.slidesharecdn.com/ss_thumbnails/optimizelywebinarslideshare-180426184156-thumbnail.jpg?width=560&fit=bounds)
![[CXL Live 16] SaaS Optimization - Effective Metrics, Process and Hacks by Ste...](https://cdn.slidesharecdn.com/ss_thumbnails/znc6uhgwrspf7rcgxbrk-signature-42db88fde2139044dd6963018b134da7e709739587431e34ce8d4285185c8547-poli-160403200011-thumbnail.jpg?width=560&fit=bounds)
![[Webinar] Innovate Faster by Adopting The Modern Growth Stack](https://cdn.slidesharecdn.com/ss_thumbnails/webinarinnovatefasterwiththemoderngrowthstack-180124222436-thumbnail.jpg?width=560&fit=bounds)
Ad
More Related Content
What's hot (20)
Similar to How to Run a Cost-Efficient Optimization Program With a Limited Budget (20)
Ad
More from VWO (20)
Ad
Recently uploaded (20)
How to Run a Cost-Efficient Optimization Program With a Limited Budget
- 1. Ocupar el recuadro oscuro con una imagen, y por encima de esta poner el logotipo de cliente en blanco y la línea inferior en blanco. How to Run a Cost-Efficient Optimization Program With a Limited Budget October 2020 BCN BER BOG BUE GYE LIM LON LYS MAD MDE MEX MIA MXP PMI SCL SFO
- 2. Who Is With You Today? Jan Marks SVP Customer Success David Otero SVP Growth & Innovation Deepak Lamba CRO Leader & Head of European Business
- 3. Let’s talk about ... Effective Prioritization Lean, Agile Optimization Flexibility vs. Fixed Costs Affordable Technology
- 4. 4 20Years 320Experts 750Clients 3KProjects We are a group of > 300 digital artisans who create high-converting user experiences that drive growth and customer satisfaction. What do we like to be known for? We are getting things done. Who is Multiplica? AboutMultiplica
- 6. 6 AboutVWO About VWO Companies run their marketing and product experiments on VWO because we bring together their entire org to conduct successful A/B tests across the customer lifecycle. Visit vwo.com/why-us/product/ to know more.
- 8. 8 Effective prioritization requires data. To focus your efforts on the most promising opportunities, take a deep dive into your analytics. and other data sources. EffectivePrioritization
- 9. 9 Deeper analysis helps to avoid testing the wrong things What the user says What the user perceives How the user feels User Research Analytics & Testing What the user does What most impacts behaviour Predicting what the user will do AboutDigitalExperiences
- 10. 10 Pain points Touchpoints Before During After Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 Step 7 Step 7 Step 3 Stages User steps Opportunity Experience Understand your user’s journey to identify important opportunities EffectivePrioritization
- 11. 11 VWO Insights offers ... EffectivePrioritization … first-hand understanding of your customers’ behavior. Heatmaps Form AnalyticsSession Recording
- 12. 12 EffectivePrioritization VWO Insights offers ... Funnels On-Page Surveys
- 13. 13 How to set up a lean and agile optimization process 2
- 14. 14 Efficient optimization requires organization. A well-defined workflow enables your company to launch and run an optimization program with limited resources. LeanandAgileOptimizationProcess
- 15. 15 Monthly Sprints Cost-efficiency requires a lean, agile optimization process LeanandAgileOptimizationProcess A well-defined workflow enables your company to launch and run an optimization program with limited resources. LEGEND ST: Strategy AN: Analytics PM: Project Manager DEV: Development QA: Quality Assurance UX: User Experience DS: Design CL: Client ANALYSIS ST AN IDEATION ST IDEA EVALUATION ST PM QA DEV IDEA PRIORITIZATION ST PM CL QA QA EVENTS AUDIENCES METRICS AN PRE-LAUNCH VALIDATION ST PM QA DEV AN LAUNCH & MONITOR PM CL DESIGN DS ST DEV DEV ST UX UX ST CL Approval CL Approval
- 16. 16 Avoid too many meetings with too many participants LeanandAgileOptimizationProcess Teamwork doesn’t mean that we are in this together all the time. Stick to ownership of specific tasks. ANALYSIS ST AN IDEATION ST IDEA EVALUATION ST PM QA DEV IDEA PRIORITIZATION ST PM CL QA QA EVENTS AUDIENCES METRICS AN PRE-LAUNCH VALIDATION ST PM QA DEV AN LAUNCH & MONITOR PM CL DESIGN DS ST DEV DEV ST UX UX ST CL Approval CL Approval Meeting Meeting Meeting Meeting Meeting Meeting
- 17. 17 Use specific briefings to avoid loops and unplanned iterations LeanandAgileOptimizationProcess Plan ahead, ask for documented input, stick to existing templates and guidelines CL ANALYSIS ST AN IDEATION ST IDEA EVALUATION ST PM QA DEV IDEA PRIORITIZATION ST PM CL QA QA EVENTS AUDIENCES METRICS AN PRE-LAUNCH VALIDATION ST PM QA DEV AN LAUNCH & MONITOR PM CL DEV DEV ST CL DS ST ApprovalDESIGNApproval UX UX ST
- 18. 18 Avoid queues and waiting time and keep the momentum LeanandAgileOptimizationProcess Get the buy-in and commitment from all departments that contribute to the optimization process ANALYSIS ST AN IDEATION ST IDEA EVALUATION ST PM QA DEV IDEA PRIORITIZATION ST PM CL DEV DEV ST CL ApprovalDESIGN DS ST CL Approval EVENTS AUDIENCES METRICS AN UX UX ST QA QA Wait Wait Wait
- 19. 19 Have a deeper look into your test’s results and refocus if possible LeanandAgileOptimizationProcess Don’t give up too early on tests which didn’t deliver the results that you expected: analyze and refocus CL ANALYSIS ST AN IDEATION ST IDEA EVALUATION ST PM QA DEV IDEA PRIORITIZATION ST PM CL QA QA DEV DEV ST UX UX ST DESIGN CL DS ST ApprovalApproval EVENTS AUDIENCES METRICS AN PRE-LAUNCH VALIDATION ST PM QA DEV AN LAUNCH & MONITOR PM CL ANALYSIS ST AN
- 20. 20 How to reduce fixed costs and stay flexible 3
- 21. 21 Successful optimization requires a team with different skills Project Manager Developer QA Content Manager UX/UI DesignerStrategist Data Analyst StayFlexible
- 22. 22 Your optimization efforts have to fit into your business Nov Dez Jan Feb Mar Apr Test Test Test TestTest Test Test TestTest Test Test Test Test StayFlexible Both team and technology for testing and optimization should be flexible and scalable
- 23. 23 How to choose affordable technology and save costs 4
- 24. 24 AffordableTechnology Factors to consider AFFORDABLE TOOLS - Crazyegg: for heatmap snapshots of your landing pages. - Hotjar: for heatmaps and recordings, surveys for measured as pageviews. - Survey Monkey: Collecting feedback both on-page and off-page - User Testing: for conducting usability testing and video interviews in a cost-effective manner FREE TOOLS - Mixpanel, Kissmetrics, Heap, Amplitude: for getting deeper insights into events, free for a limited number of sessions. - Google Optimize: for getting simple experiments live, limited to 3 objectives per experiment and 5 concurrent experiments. - Optimizely Rollouts: free for developers for feature flagging, useful for developers, limited to 1 experiment ALL-in-ONE Platform - VWO Insights and Testing: Connected platform which brings Heatmaps, Recordings, Form Analysis and Surveys along with Experimentation. Backward connectivity of Funnel events with Heatmaps and Recordings for pre- optimization analysis. Experimentation connects back with Insights for post-campaign analysis. VWO Plan helps in connecting hypothesis with experiments and maintain a learning repository.
- 25. 25 AffordableTechnology Factors to consider ● Not just about the cost of the software - Design, Dev, Operations et al. teams are involved. ● Flexibility - Be able to easily make changes on-the-go without running to dev team every time. ● Support - Experimentation isn’t an easy process. You need dedicated all-day support to help you out of tricky situations. ● Services - Hire an expert outside your team to recommend improvements and execute them as well.
- 26. 26 AffordableTechnology Benefits ● Gives you the velocity - Moving at speed is okay but velocity shows you the direction. Fail/Win fast. Learn immediately. Adapt quickly. ● Platform to manage it all - Disconnected tools can result in data disparity. Gathering, testing, analysing, and iterating on data under one roof improves understanding of the customer. ● Happy leadership :)