Professional Documents
Culture Documents
OPTIM IZ ATION
B E NCH MARK
Q2 / 2015
+23%
- 9%
+11%
T H E O P T I M I Z A T I O N B E N C H M A R K | Q 2 / 2 0 1 5 | T H E R A C E T O F I N D T H E I D E A L C U S T O M E R E X P E R I E N C E
Contents
50%
40%
Introduction
30%
20%
0%
September
October
November
T H E O P T I M I Z A T I O N B E N C H M A R K | Q 2 / 2 0 1 5 | T H E R A C E T O F I N D T H E I D E A L C U S T O M E R E X P E R I E N C E
Introduction
Optimization is a fast-growing capability,
and is being adopted and resourced as
a competitive advantage for marketing,
growth, product, and engineering-focused
organizations around the world.
T H E O P T I M I Z A T I O N B E N C H M A R K | Q 2 / 2 0 1 5 | T H E R A C E T O F I N D T H E I D E A L C U S T O M E R E X P E R I E N C E
T H E O P T I M I Z A T I O N B E N C H M A R K | Q 2 / 2 0 1 5 | T H E R A C E T O F I N D T H E I D E A L C U S T O M E R E X P E R I E N C E
The following is a list of characteristics that many companies struggle with. How well
does your company do each of the following?
20%
37%
31%
12%
26%
26%
15%
9%
24%
35%
23%
15%
27%
34%
31% 6%
30%
35%
24%
10%
Very good
Good
OK
31%
39%
21%
8%
Very bad
31%
10
20
30
35%
40
50
60
27% 6%
70
80
90
Not good
24%
100
T H E O P T I M I Z A T I O N B E N C H M A R K | Q 2 / 2 0 1 5 | T H E R A C E T O F I N D T H E I D E A L C U S T O M E R E X P E R I E N C E
Do you agree or disagree with each of the following statements about optimization?
98%
94% 6%
93% 7%
91%
13%
Disagree
13%
80%
20%
76%
87%
87%
Agree
12%
88%
Allows me to take action on data quickly
9%
10
20
30
40
50
60
70
24%
80
90
100
T H E O P T I M I Z A T I O N B E N C H M A R K | Q 2 / 2 0 1 5 | T H E R A C E T O F I N D T H E I D E A L C U S T O M E R E X P E R I E N C E
How do you plan to change the amount of budget allocated to optimization in the next 12 months?
Percentage
53%
4%
43%
10
20
30
40
50
60
70
80
Increase
90
Decrease
100
No change
T H E O P T I M I Z A T I O N B E N C H M A R K | Q 2 / 2 0 1 5 | T H E R A C E T O F I N D T H E I D E A L C U S T O M E R E X P E R I E N C E
29%
29%
30%
23%
25%
20%
17%
15%
10%
5%
2%
2%
0%
One, part-time
One, full-time
Multiple, part-time
None
T H E O P T I M I Z A T I O N B E N C H M A R K | Q 2 / 2 0 1 5 | T H E R A C E T O F I N D T H E I D E A L C U S T O M E R E X P E R I E N C E
Marketing
Marketing
32%
62%
E-commerce
Design
14%
53%
UI or Front-End Development
12%
UI or Front-End Development
40%
Product
12%
Product
36%
Engineering
9%
Engineering
Design
35%
8%
Executive Staff
E-commerce
5%
31%
3%
30%
Customer Service or Support
23%
Other
Sales
3%
3%
Sales
Executive Staff
20%
Other
3%
10
T H E O P T I M I Z A T I O N B E N C H M A R K | Q 2 / 2 0 1 5 | T H E R A C E T O F I N D T H E I D E A L C U S T O M E R E X P E R I E N C E
Approximately how often do you run A/B or multivariate tests to optimize your website, mobile app,
or other digital channels?
37%
21%
15%
12%
9%
7%
Weekly
Monthly
11
T H E O P T I M I Z A T I O N B E N C H M A R K | Q 2 / 2 0 1 5 | T H E R A C E T O F I N D T H E I D E A L C U S T O M E R E X P E R I E N C E
72%
57%
Customer Surveys
51%
50%
44%
38%
Heat Maps
28%
Other
3%
10
20
30
40
50
60
70
12
T H E O P T I M I Z A T I O N B E N C H M A R K | Q 2 / 2 0 1 5 | T H E R A C E T O F I N D T H E I D E A L C U S T O M E R E X P E R I E N C E
How do you prioritize which digital interactions with your customers require optimization?
Potential to increase the value of each customer interaction, or increase overall revenue
65%
58%
48%
33%
31%
2%
Other
2%
0
10
15
20
25
30
35
40
45
50
55
60
65
T H E O P T I M I Z A T I O N B E N C H M A R K | Q 2 / 2 0 1 5 | T H E R A C E T O F I N D T H E I D E A L C U S T O M E R E X P E R I E N C E
13
63%
Landing Pages
61%
Messaging and Copy
57%
Forms
54%
42%
After segmenting these responses out by conversion
38%
37%
Payment Functionality
37%
Engagement sites and apps were more focused on
Other
2%
0
15
20
25
30
35
40
45
50
55
60
14
T H E O P T I M I Z A T I O N B E N C H M A R K | Q 2 / 2 0 1 5 | T H E R A C E T O F I N D T H E I D E A L C U S T O M E R E X P E R I E N C E
62%
67%
67%
Landing Pages
65%
74%
65%
Messaging and Copy
61%
60%
66%
Forms
61%
69%
53%
Offers and Promotions
46%
44%
51%
39%
42%
42%
Social Sharing Functionality
32%
36%
50%
Payment Functionality
39%
38%
0
10
20
30
40
E-Commerce
48%
50
B2B
60
Media
70
T H E O P T I M I Z A T I O N B E N C H M A R K | Q 2 / 2 0 1 5 | T H E R A C E T O F I N D T H E I D E A L C U S T O M E R E X P E R I E N C E
MEASURING SUCCESS
58%
Although many teams tout the overall number of
Revenue Generated from Experiments
52%
49%
The leading metrics that teams use to measure their
Output or Velocity of Experiments
37%
25%
Other
1%
0
10
15
20
25
30
35
40
45
50
55
15
T H E O P T I M I Z A T I O N B E N C H M A R K | Q 2 / 2 0 1 5 | T H E R A C E T O F I N D T H E I D E A L C U S T O M E R E X P E R I E N C E
16
17
T H E O P T I M I Z A T I O N B E N C H M A R K | Q 2 / 2 0 1 5 | T H E R A C E T O F I N D T H E I D E A L C U S T O M E R E X P E R I E N C E
8%
21%
22%
25 or Fewer
25 - 250
27%
251 - 1,000
1,001 - 5,000
22%
5,000 or More
18
T H E O P T I M I Z A T I O N B E N C H M A R K | Q 2 / 2 0 1 5 | T H E R A C E T O F I N D T H E I D E A L C U S T O M E R E X P E R I E N C E
Optimization
10%
40%
Marketing
35%
21%
34%
Product Management
43%
Manager
31%
Engineering
Individual Contributor
Executive
Consultant
26%
19%
16%
People Manager
4%
Other
0
10
15
20
25
30
35
40
45
T H E O P T I M I Z A T I O N B E N C H M A R K | Q 2 / 2 0 1 5 | T H E R A C E T O F I N D T H E I D E A L C U S T O M E R E X P E R I E N C E
88%
Desktop website
79%
Mobile website
75%
70%
Social media
58%
Online advertising
51%
Mobile app
8%
Wearable devices
0
10
20
30
40
50
60
70
80
19
T H E O P T I M I Z A T I O N B E N C H M A R K | Q 2 / 2 0 1 5 | T H E R A C E T O F I N D T H E I D E A L C U S T O M E R E X P E R I E N C E
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