Mark from Optimizely's strategy and value team discusses the evolution of experimentation, focusing on benchmarks, building better experiments, and fostering a culture of experimentation. He emphasizes the importance of velocity (running more tests) and improving win rates by running more variations, including more complex changes, and incorporating personalization. The presentation also highlights the importance of executive buy-in, developer resources, and using analytics tools for deeper insights. The data presented is based on extensive research, including analysis of over 127,000 experiments run on Optimizely.
- Velocity: More tests = more wins
- Variations: More variations = bigger impact
- Complexity: Bigger changes = greater impact
- Personalization: Targeted tests = higher impact
- Executives: Buy-in unlocks resources and support
