SlideShare a Scribd company logo
Reading Between the
Lines: Get the Most Out
of Your Results Page
#opticon2015
Khattaab Khan
Strategy Consultant, Optimizely
@khattaabkhan
khattaab@optimizely.com
Undergraduate-Level

Results Analysis
Undergraduate-Level Results Analysis
Performance Summary Audience Segmentation
Statistics
Undergraduate-Level Results Analysis
Performance
Summary
1. How many unique visitors ran through
my experiment?
2. How long did it run?
3. Did any variations achieve statistically
significant conversion lift?
Questions you should be able to
answer in a glance
Undergraduate-Level Results Analysis
Audience
Segmentation
1. Did any segments show conversion
trends drastically different than the
total sample?
2. Are my custom segments capturing a
meaningful volume of traffic?
Questions you should be able to
answer in a glance
Undergraduate-Level Results Analysis Statistics
1. What is the value of 2-tailed analysis
2. Does the demonstrated lift
improvement exceed my pre-
determined MDE (Opportunity Costs)
3. What is the Difference Interval range?
Questions you should be able to
answer in a glance
What Sets Apart 

Basic Results Analysis from
Advanced?
Organization
Opticon 2015-Reading Between the Lines Results Analysis
Organize Test Plans + Results
to Maximize Reach of Testing
Program
Roadmap Summarizes Test Plan + Results 

Detailed Assessment
Roadmap Visualization
Roadmunk Software
Shared Variation Design Archive
Shared Variation Design Archive
Shared Variation Design Archive
Let’s Get More Organized

within Optimizely
#ExperimentLabels
#ExperimentLabels
#ExperimentLabels
Extract More Value Out of

Optimizely Event Tracking
Alternate Metric Axes
Opticon 2015-Reading Between the Lines Results Analysis
Alternate Metrics
Consider Correlation

Between Traffic Waves

and Variation Performance
Traffic Volume
Chart Annotation
Provide Visibility into

External Influences
Chart Annotation
Organize data to effectively communicate
results; implement analytics integrations
Takeaways
Leverage advanced results page features to
distill metrics that matter to your
organization
Maximize reach of results sharing
#opticon2015
Q&A
Khattaab Khan
Strategy Consultant, Optimizely
@khattaabkhan
khattaab@optimizely.com

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Opticon 2015-Reading Between the Lines Results Analysis