Case Study: TomTom

TomTom, based in the Netherlands, is a leader in mapping and navigation products. Like many retailers, they are interested in increasing their online sales. They’ve chosen to use Optimizely to help them experiment on their website to achieve this goal.

Dave Powell, TomTom’s e-commerce conversion manager, has learned firsthand how effective communication of results can positively impact a company’s optimization culture. “People are starting to come to me and say ‘we want to test this’ and opinions are starting to fly around. It’s beginning to take hold that the data will tell the truth,” Dave says.

A part of the way Dave achieved this transformation of thinking in his organization is through transparency. Not only does he report the big wins of an experiment that creates incredible lift, but he also shares their experiment losses. This allows those in his company to understand the process of optimization. It also allows people to feel more comfortable bringing him ideas, because they know the idea doesn’t have to be a winner in order to be valuable to the team.

Communication is the cornerstone of your optimization program. It can not only justify the existence of experimentation in the company, but proper communication can also encourage people to bring ideas your way that can help inform and transform your experiments. When your entire organization is invested in optimization, you will find more to optimize and learn far more than you would by relying only on those in your circle for input and ideas.