Iterate on campaigns and share results in Optimizely Web Personalization

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  • Optimizely Web Personalization

In Optimizely Web Personalization, campaigns deliver tailored experiences to different segments of visitors. There is no natural breakpoint to take additional action—such as when an experiment reaches statistical significance. Establish a framework to monitor your campaigns so you can learn from and iterate on your personalization strategy.

Share reports to keep executives and optimization stakeholders at your company updated on the progress of your campaigns.

Redesign or iterate on campaigns

The cadence for iterating on your personalization strategy will depend on your team’s resources, the cost of testing in time and traffic, and your business cycle. The following are a few common triggers for iterating on your campaign design. 

  • Diminishing returns and opportunity costs – Over time, an individual campaign may show diminishing returns—in terms of its historical performance or compared to more recently developed campaigns. This may present an opportunity to revisit the design. Review your analytics data, ideate, and test. Then, use those insights to iterate.

  • The underlying structure of your site or app is changing – Do changes to your site disrupt the code base on which your personalization campaigns are built? If so, you may need to re-design the experiences you’ve built. Establish a series of checks and balances with optimization stakeholders on marketing and engineering teams to plan for disruptive changes to your site.

  • External factors change your campaign conditions – Several external changes can affect the conditions around which your campaign is designed. For example, the holiday season is an important leverage point for many businesses. Consumers shop for the holidays. Travelers go on vacation or visit family. Companies plan the next year’s budget. Update your running campaigns with seasonally appropriate messaging to match customers’ expectations when they visit your site. Factors include:

    • seasonality.
    • competitor’s strategy.
    • updates to the regulatory environment.
    • the device profile of your visitors.
    • changes to your company’s marketing strategy.

Use opportunities to iterate on your campaigns to grow the breadth and reach of your personalization strategy.

Share your results

Optimization programs are about gathering data, drawing insights from that data, and taking action. Sharing results and summaries from your campaigns will help increase the visibility of your optimization program and promote data-driven decision-making at your company. Here are a few types of reports you should consider:

An Executive Summary helps you communicate ongoing personalization efforts to executive sponsors and other stakeholders. This summary should report the total reach of your campaigns and the average impact of your campaigns on key company metrics compared to the Holdback.

A Notable Changes Report informs stakeholders focused on optimizing the biggest changes in campaign performance on a regular cadence (weekly, bi-weekly, or monthly). Review the audiences, experiences, and events most critical for your business, including performance highlights for each. You may also use this report to support a decision to iterate on your campaigns.

An Audience Summary tracks the lift across each audience segment. This report helps you evaluate how well your personalization strategy is performing for different audiences. Rank the audiences in your report by reach and by lift.