To achieve higher conversions and superior experiences, you need to do more than design great experiments. In this full-day certification path, you’ll learn how to run an end-to-end optimization program and create a broader culture of experimentation. From analytic techniques to user psychology to taking action on statistics, learn how to master the art and science of experimentation. In this course, you’ll also have the opportunity to take our Experimentation Professional Certification and get certified in the field!
Sessions & Speakers
Eager to experiment within your app, but unsure how to optimally align experimentation with your product development cycle? Many product organizations face the challenge of incorporating experimentation into agile release planning. This track will help you to build a process to democratize experimentation across your product team.
Ready to make the transition from Optimizely Classic to Optimizely X? In this track, you’ll learn how Optimizely X improves performance, gives you greater control over your experiments, and enables you to build reusable components to help your team experiment more quickly. Then learn how to instrument your site for Optimizely X, build and QA your first experiment!
If you have a solid foundation of personalization skills but are ready to take things to the next level, this track is for you. The most personalized experiences are only possible when you know enough about your visitors - their behavior, attributes, and more. In this track, you’ll learn how to collect and take action on the most valuable data about your visitors, then maximize your campaign insights during results analysis.
If you’ve mastered the basics of experimentation, but want to up your game, this track is for you. The most successful optimization programs leverage Optimizely X Web Experimentation’s advanced targeting, segmentation, and event tracking features to gain deep insights about their users - insights that can transform the way your business markets to, sells to, and services your customers.
In this track, you’ll learn the strategic skills necessary to develop actionable hypotheses for targeted audiences, then test your ideas employing advanced functionality of Optimizely X.
In this session, you'll discover how to get started with Optimizely’s REST API and extensions along with creative ways customers are using it to accelerate their testing programs. Join us and learn how to:
- Automate workflows
- Manage experiments programmatically
- Create reusable extensions for experimentation and personalization
Customer experience is the battleground for brands today. Winning in an experience-led market means being hyper-focused on the customer and agile enough to offer new, connected experiences that flex to accommodate individual needs. With the digitization of everything, the power has shifted from companies to consumers. Personalized, consumer-driven experiences are the key to success: 65% of consumers are more likely to buy if they are recognized, remembered, and receive relevant recommendations. To deliver on the personalization promise, brands must design continuous experiences that are fully optimized to reflect an intimate understanding of customers’ living profiles, comprised of their preferences, passions, and needs. In this session, Scott will discuss market forces driving this new era of Personalization, show a living profile in action, and reveal data-driven insights garnered from it.
Earlier this year Optimizely welcomed Experiment Engine to the Optimizely platform. Experiment Engine enables brands and agencies to easily manage experimentation programs, scale, and measure ROI – all on a single platform. It's an essential part of advanced program management. In this session, you'll learn how Experiment Engine can help scale your program. We'll also be joined by Beth Foster, the Group Manager of Experimentation at Microsoft who will share her formula for measuring the success of an experimentation program.
Join memory expert and New York Times Best-Selling Author, Josh Foer, as he teaches you techniques on how to remember all of the things you learn at Opticon!
IBM had a vision to unlock innovation at the edges of their organization by enabling thousands of employees to experiment with ideas. In an organization of nearly 400,000 employees and 5000 marketers, driving meaningful change is a formidable challenge. Learn from IBM how they have built a culture of experimentation and overcame challenges in driving change and adoption along the journey. Getting leadership buy-in and sponsorship is only the start. You have to get to each individual and give them a taste of how powerful they can be once they become experimental. Hear from IBM strategies they are using to change the way people work from contests and education to simple tricks like showing how easy it is to build an experiment.
Experimentation is at the core of today's most successful software products, from Amazon to Google to Facebook to Netflix. In this session, you’ll learn how product development teams can apply experimentation to their development process with Optimizely X Full Stack, and hear about new tools available for creating better user experiences.
Learn how two traditional media companies have adapted to succeed in the digital age. From the conventional newspaper stand (Wall Street Journal) and cable subscription business (Showtime) to optimizing for online subscriptions, both the Wall Street Journal and Showtime have embedded data-driven decision making into the way they do business. You'll learn how experimentation builds an unfiltered customer feedback loop that can feed directly into your own product roadmap.
Whether your goal is leads, signups, engagement, or orders, ultimately deciding what to test is all about what’s going to drive revenue. In this session you’ll learn:
- Which tests won at top companies
- How to build a high-velocity optimization program
- How to break down the silos between marketing, product, and engineering to increase test throughput
- Why being data-driven can help you avoid costly product design mistakes
The New York Times is pursuing an ambitious business goal: to double their digital revenue within the next 5 years. How did an organization like the Times take on a mindset shift toward digital? Learn how they implemented a strategic optimization framework and enabled their organization to implement bold, new ideas. As a result, they’ve been able to evolve from small-scale A/B testing to dynamically serving personalized subscription messaging, promotions, and paywalls to drive digital subscriptions, and ultimately, company growth.
It is one thing to understand that your buyers are driven by primitive, subconscious motivations. It is another thing entirely to be able to tap into those motivations in your marketing and move your buyers to take action.
In this session, optimization pioneer, Chris Goward, will show you how to get 10x return on your testing program by starting with more powerful questions.
- How to optimize for the mind, not the mouse click
- How to create more impactful experiments that produce growth and insights
- How to tap into your buyers’ emotions to motivate them to buy
You don’t always need a large team of marketers and developers to drive real results with experimentation. Learn from three leading non-profit organizations on how they are able to drive forward their social missions with lean experimentation teams and a culture that supports experimenting with every release.
After 300,000 experimentation hours, one of Clearhead’s biggest revelations has been understanding “why experimentation fails." Sneak preview: It’s not because you’re not testing enough, personalizing enough, or using the latest Optimizely features. The biggest reasons companies fail at experimentation is that they’re not looking at the entire customer journey, not solving big enough customer problems and, moreover, not focusing on the right goals in the first place. Successful experience optimization is not successful “conversion rate optimization.” Optimized experiences are created through a wider aperture for experimentation anchored on the biggest problems and the entire customer journey. Based on his experience as a career-long experimenter and founder and CEO of Clearhead, the experience optimization company, Matty will highlight a framework to help you widen the aperture and broaden the impact of “experience optimization."
Our mission with Optimizely Stats Engine is to make data-driven decisionmaking approachable regardless of your level of experience. In this session, we’ll review statistics fundamentals like p-values and false positives, learn how Stats Engine works, and get tips and best practices for running experiments to get actionable results.
Single page application architectures like ReactJS and AngularJS have created a revolution in user experiences that are fast, easy, and more dynamic. But they've also posed challenges for experimenters, often requiring extensive workarounds and development to play nicely with Optimizely. Until now. We're bringing easy and fast experimentation to single page apps in Optimizely--the way it was meant to be. This session will cover best practices for experimenting in SPAs, product updates related to single page apps, and help you decide when to run experiments with the visual editor or Full Stack SDKs.
Customers today have higher than ever expectations. At the same time, new competitors are cropping up at every turn. Pioneers at leading companies are using experimentation to respond to these challenges with agility and outpace the competition. Hear from these industry leaders on why experimentation matters for their business and the impact it has delivered, their journey in changing the way they work and the cutting-edge ideas they are looking to implement next.
Engaged customers, innovative projects, happy coworkers, productive teams, lively culture. That’s what happens when you encourage your company and teams to think like artists and behave like scientists. Through fun, funny stories of real brand and product experiments, Mig will take you through bold ideas and lessons learned from the experimental culture of leading brands including Trunk Club, Basecamp, and Threadless. Come for the laughs; stay for the lessons.
Leading optimization specialists experiment at scale across every customer touchpoint. Learn how you can apply recent innovations in Optimizely X to experiment with efficiency and take your experimentation program to the next level. Based on learnings from customers around the world, we will do a walkthrough of how you can easily go from ideation to results with these enhancements. Optimizely X was launched a year ago. Since then, significant new enhancements have been added such as support for single page apps and dynamic content, extensions, mutually exclusive experiments, desktop app, custom snippets, custom integrations and PCI compliance.
When building a culture of experimentation, there can be any combination of obstacles that stand in your way. Disbelief in the data, competing priorities, lack of training and fear of failure are just a few challenges that organizations can face before an experimentation program really takes off. To change the company mindset, you need to change the narrative. Join thought leaders from top experimentation consultancy, Brooks Bell, as they share key insights on how telling your program's story the right way will accelerate organizational change, enhance your reporting, achieve long-term growth and help you better understand your customers.
How can you expand your experimentation program beyond CRO? This session features product managers who are experimenting across the entire customer journey. Hear their stories, and learn how these teams identify the right product metrics, design experiments to drive engagement and retention, and collaborate with engineers to accelerate experimentation velocity.
Enterprise B2B marketing is typically long, hard and expensive. With Account Based Personalization and an approach focused on customer value rather than conversion rates, you can change the equation and generate significantly more pipeline with less effort and cost.
Orchestrating experimentation across an entire organization presents a challenge for those responsible for analytics and data analysis. Enforcing rigorous analysis to power data-validated decisions takes education, the right tools, and a thoughtful process. Learn how Optimizely’s new and improved data platform can enable easier analysis, more rigorous measurement, and flexibility to scale experimentation for many different internal audiences.
Today, the world is changing more rapidly than ever before. Industries that, for years, have operated by one set of rules are being disrupted as digital changes the way that we do everything. This period of change also represents an unprecedented period of opportunity for companies that can harness the power of digital to improve the way things “have always worked."
Companies that find product/market fit with new business models can quickly scale to levels that would have previously taken years or decades. These new “digital disruptor” companies care about one thing: finding the best customer experiences and getting to scale before their peers do. Within these organizations, the lines between product and marketing are a blur and everyone is responsible for creating great customer experiences.
Learn how through constant experimentation on the core product experience, these disruptors are able to change business models, transform customer experiences, and unlock rapid growth.
Learn how Optimizely X Full Stack enables developers to tackle experimentation in thorny and complex apps, sites, or use cases. You’ll learn:
- Best practices for integrating Optimizely’s SDKs into your codebase
- How to test in any application - SPAs, chatbots, SMS, mobile, and any backend
- How to handle advanced implementations
- How to drive more impact with server-side experimentation
Optimizely.com uses Optimizely X to experiment (both client and server side), personalize, and recommend content to customers. In this session you will hear from Optimizely’s experimentation team on how they use Optimizely to drive more pipeline and perfect the user experience. In this session, you will learn:
- How to evangelize experimentation within your organization and empower every department to submit experiment ideas.
- Personalize your website experience for key prospects and different customer segments.
- Learn how an agency can help scale your experimentation velocity — even if you have in-house resources.
- How to integrate the Optimizely X Full Stack API with your CMS to launch server-side experiments — without having to write code.
An internationally recognized authority in creativity and innovation on education and business, Sir Ken Robinson is also one of the world’s leading speakers. Videos of his famous talks to the prestigious TED Conference are the most viewed in the history of the organization and have been seen by an estimated 300 million people in over 150 countries. Sir Ken works with governments in Europe, Asia and the US, international agencies, Fortune 500 companies and leading cultural organizations.
Reshma Saujani is the founder and CEO of Girls Who Code, a national non-profit organization working to close the gender gap in technology. Through its Summer Immersion Programs and Clubs, Girls Who Code is leading the movement to inspire, educate, and equip young women with the computing skills to pursue 21st Century opportunities.