Background

Aura is an all-in-one cybersecurity platform providing comprehensive protection against identity theft, credit monitoring, parental controls, and antivirus solutions, ensuring users remain secure across all facets of their digital lives.

Aura operates in the competitive cybersecurity landscape, where staying ahead of evolving threats and meeting diverse user needs are paramount. However, achieving these goals requires rigorous testing across various fronts, including the front-end marketing site, backend functionalities, and app features.

Moreover, as a distributed team with members spanning different geographical locations and time zones, effective collaboration posed a significant challenge for Aura. Ashley Anderson, Conversion Rate Optimization Manager at Aura, spearheads the company's efforts to enhance their cybersecurity platform through strategic experimentation. 

Solution

Recognizing the need for a robust experimentation platform, Aura turned to Optimizely. Leveraging Optimizely's Web Experimentation product, Aura conducted comprehensive tests on their front-end website. This included analyzing elements such as layout, messaging, and design to optimize user experience and drive conversions. The platform's capabilities allowed Aura to segment audiences, conduct AB testing, multi-band testing, and implement personalized experiences tailored to different user segments.

Simultaneously, Aura utilize Optimizely's Feature Experimentation platform for testing functionalities and features on their backend and app. This encompasses evaluating the effectiveness of various cybersecurity measures, ensuring thorough evaluation and optimization of their platform's security protocols.

To streamline collaboration across teams, Optimizely's experimentation collaboration feature played a pivotal role. This feature facilitated seamless communication and coordination among developers, designers, marketers, and stakeholders. By centralizing communication channels and providing real-time insights, Aura was able to enhance collaboration efficiency and ensure alignment across distributed teams.

Through experimentation and collaboration, we streamlined communication across teams, consolidating processes and eliminating unnecessary back-and-forth. This centralized approach has significantly boosted our testing velocity, enabling us to execute more tests per month and drive greater efficiency in our optimization efforts.

Ashley Anderson

Conversion Rate Optimization Manager

Benefits

Optimizely's collaboration feature allowed Aura's distributed team to communicate effectively, irrespective of geographical barriers. This led to improved coordination, increased transparency, and enhanced teamwork, ultimately driving better outcomes in experimentation efforts.

With Optimizely's suite of experimentation tools, Aura gained access to advanced testing capabilities, empowering them to conduct a wide range of tests to optimize user experiences and drive conversions. From AB testing to multi-band testing and personalized experiences, Aura could tailor their experimentation approach to suit diverse user needs and preferences.

By deriving actionable insights from experimentation results, Aura could make informed decisions aligned with their business goals. The wealth of data provided by Optimizely enabled Aura to identify trends, iterate on strategies, and continuously enhance their cybersecurity solutions to meet evolving user demands.

Optimizely provides Aura with invaluable benefits, particularly through its collaboration feature, enabling seamless teamwork across global teams, and its robust web experimentation capabilities, empowering us to optimize testing velocity and drive impactful results,

Ashley Anderson

Conversion Rate Optimization Manager

Results

The implementation of Optimizely's experimentation platform yielded tangible results for Aura. Notably, Aura observed a significant increase in average order value (AOV) through experimentation, with the current AOV lift reaching approximately 15%. Furthermore, the company's testing velocity surged from two to three tests per month to five to seven tests per month, indicating a marked improvement in experimentation efficiency and innovation.

Future Plans

Looking ahead, Aura remains committed to leveraging Optimizely's capabilities to further enhance their cybersecurity solutions. They plan to delve deeper into personalization tests, aiming to tailor user experiences more precisely to individual preferences and behaviors. Additionally, Aura seeks to increase testing velocity by incorporating multi-arm bandits, with the goal of conducting 10 to 15 tests per month. These initiatives underscore Aura's dedication to continuous improvement and innovation in the cybersecurity domain.

Conclusion

Optimizely's comprehensive suite of experimentation tools has empowered Aura to optimize their cybersecurity solutions effectively. By fostering collaboration, enabling advanced testing capabilities, and facilitating data-driven decision-making, Aura continues to drive innovation and enhance user experiences in the cybersecurity domain.

As they embark on their journey of continuous improvement, Aura remains confident in Optimizely's ability to support their experimentation efforts and drive meaningful business outcomes.