Experiment Results

Sharing Template
FOR PRESENTERS ONLY
Customize this template by replacing all [placeholder text]
with information that is most relevant to your business and
audience.

Enjoy!

OPTIMIZELY TESTING TOOLKIT 2016

 [Test Name]
Results
YourWebsite.com

[YOUR COMPANY LOGO]

[MM DD YYYY]

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 Table of Overview
Description and Hypothesis

Contents Test Objectives and Goals

Results Overview
Original vs. Winner
All Variation Performance Results
Next Steps
Optimizely Support

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Test Overview

Test Name Page Type or URL Start Date End Date

Test Name Page Type or URL Day, MM DD YYYY Day, MM DD YYYY

Hypothesis

Variation Name Variation Description

Original This is the default experience that currently appears on the page.

Winner Highlighted Variation description

Variation Name Variation description

Variation Name Variation Description

Goals Measured Next Steps

● Goal number one ● Individual or Department’s name - description of next step

● Goal number two ● Individual or Department’s name - description of next step
Executive Results Summary

TEST DESCRIPTION ORIGINAL HYPOTHESIS

[Our user testing showed that the form on a key
page was under-performing. We set out to test it
to improve its performance.]
TEST DATES AND DURATION
[Day, MM DD YYYY - Day, MM DD YYYY]
[If we modify the CTA, the number of completes
on the form will increase.]
ACTUAL RESULT
[Our hypothesis was correct / wrong /
somewhere in between.]

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TEST OBJECTIVES AND GOALS

The success metrics that were measured for this test,

listed in order of importance.

# Goal Name Description

[Measured by the percentage of visitors who reach the “Thank You” page
1 [Conversion]
(www.exampleURL.com/checkout/thankyou).]

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 Variations
The following slides show screenshots
of the variations that were tested.
[Variation #1 Name]
Copy this slide as needed for additional variations.

1. [Description of the change]

(This is the description of the variation and how
it differs from the original.)

VARIATION SCREENSHOT

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 Results
Metrics from the best-performing
experience and rationale.
Results Overview
Declared Winner: [Variation Name]

• [Primary Goal / Metric Name]:

Variation X showed a __% lift over
the next-best performing variation
and a __% lift over the original.

WINNER SCREENSHOT • [List other reasons why this

variation is the declared winner
here.]

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Original vs. Winner
Original Variation
Performance for key metric (conversion rate, etc.)
Performance for other key metrics
Performance for other key metrics
ORIGINAL SCREENSHOT
• Performance for key metric (conversion rate, etc.)
• Performance for other key metrics
• Performance for other key metrics
OPTIMIZELY TESTING TOOLKIT 2016
Winning Variation
Performance for key metric (conversion rate, etc.)
Performance for other key metrics
Performance for other key metrics
WINNER SCREENSHOT
• Performance for key metric (conversion rate, etc.)
• Performance for other key metrics
• Performance for other key metrics
All Variation Performance Results
Goal / Metric Name

PLACEHOLDER RESULTS
SCREENSHOT

Goal / Metric Name

PLACEHOLDER RESULTS
SCREENSHOT

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 Next Steps

• _______ to by [date]
• _______ to by [date]
• _______ to by [date]

• Winner to be implemented by [date]

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 Feedback? Questions?
Reach out to [Contact Information]

YOUR COMPANY LOGO

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Spread the word
Other results-sharing ideas from
Optimizely customers.
 Spread the Word

• Distribute regular emails with test

results attached

• ‘Lunch and Learn’ presentation to

present results and findings

• Try out an internal blog or wiki

documenting test results

Any method is better than none, and the key

is consistency!

OPTIMIZELY TESTING TOOLKIT 2016

Example: American Medical Association (AMA)
Results-sharing via an internal Wordpress blog

• Goal: Share results and engage

broader organization in testing

• AMA team shares experiment

results in blog post format

• Includes posts about concluded

experiments, as well as
opportunities to vote on upcoming
experiment variations to try to
predict winners

OPTIMIZELY TESTING TOOLKIT 2016

Example: Complex Media
Results-sharing via an internal email list

• Goal: Share results and educate

broader organization about testing

• Documents optimization process

and experiment results in
document

• Circulated regularly to promote

ongoing learning and timely
experiment outcomes

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