opticon2017

Pushing the Boundaries of Experimentation With Optimizely’sAPIs and Extensions

Nick DiRienzoSenior Software Engineer, Optimizely

ShreyasGrowth Hacker, Atlassian

Stuart DixonDirector, Product Management, Gap

opticon2017

1. Enabling Automation and Collaboration

2. Atlassian: Automating Workflows

3. Gap: Journey to Personalization

4. Q&A

Agenda

opticon2017opticon2017

Automate and Scale

opticon2017

Create

Experiments and

Campaigns

Manage Variations Monitor Results

Generate

Audiences

Update ProjectsCreate Exclusion

Groups

REST API

Create, Manage, and

Monitor Experiments

opticon2017

POST /v2/experiments

Headline Testing At Scale

opticon2017

GET /v2/experiments/{experiment_id}/results

PATCH /v2/experiments/{experiment_id}

Maximizing revenue by increasing traffic to a positive variation

opticon2017

MeasureMore Effectively

opticon2017

• In-Store

• Phone

• Direct Mail

• Affiliate Data

• Lifetime Value Data

Offline

Conversions

Security

Constraints

Augment

Existing Data

Event API

Send events programmatically from any source

• Good for

where can’t

use client-side

JavaScript

opticon2017

window["optimizely"].push({

"type": "event",

"eventName": "Purchase",

"tags": {

"title": "Denim Coat",

"revenue": 14999

}

});

JavaScript API

Go beyond tracking clicks

and page views

opticon2017

window["optimizely"].push({

"type": "holdEvents"

});

window["optimizely"].push({

"type": "sendEvents"

});

JavaScript API

Improved performance and

3rd party analytics

matching

New endpoint for control

batching and event timing

opticon2017

BI System

timestamp project_id campaign_id experiment_id

………………… ……………………… …………………………… …………………………

Data Export API

Bring your raw event

data into your BI system

opticon2017opticon2017

Improving our REST API for X

opticon2017

Improved reliability and performance

Results V1

22s

Results V2

2s

opticon2017

Improved Experiment Collaboration

opticon2017

POST /v2/extensions

Extensions

Reusable templates built

using HTML, CSS, and

JS

opticon2017

https://github.com/optimizely/addons-library/tree/master/Extensions

Extensions

CarouselsEmail FormsBanners

opticon2017

1. Upgrade to Optimizely X

2. Use the new /events endpoint for

JavaScript API for better performance

and matching

3. Integrate with the REST API to manage

events more programmatically

4. Take advantage of extensions to reduce

one-off development and enable

everyone to do more advanced

experiments

Recommendation

s

opticon2017

THANK YOU

Using the Oprimizely APIs

ShreyasSr. Growth Hacker, Atlassian

opticon2017

Gap’s Journey to PersonalizationStuart DixonDirector, Product Management. Gap, Inc

opticon2017

Challenge: The digital oil painting

opticon2017

The Desire

• Enable personalization

• Move Faster

• Produce, Re-use, Recycle

opticon2017

Why we chose Extensions

1

opticon2017

Easy

Templatization

Integrates with

Optimizely

Personalization

and

Experimentation

Reduces Code &

Complexity

opticon2017

Personalization Team

Digital Product

Management

Central Marketing

Brand Content

Managers

Customer Analytics

UX

Building the team

opticon2017

“”

How do you get content teams to think more like

web designer vs. print magazine designers?

opticon2017

Align

Design & DevelopmentModularize

ContentCreate

Branded Design System

Transitioning from existing design mindset

opticon2017

Consistent Layouts Accessible to

All Digital Stakeholders

UX/Design Led

Create a Branded Design System

opticon2017

Led by

Content developer

Solve for

Reporting

Reusable Extensions Start with Basics

But Transition to

Personalized

Modularize Content

opticon2017

Design + Development

Become Synonymous Move to Creative Review

in Production

Led by

Web Production

Simplify

Updates

Align

Design & Development

Align Design & Development

Demo

opticon2017

Integrate with behavioral API

and customer 360 platform to

leverage customer attributes to

individualize the experience

OptimizePersonalization

at ScaleExpand

What other functional

components of the sites

could be developed using

extensions?

Improve engagement by

A/B testing against

different segments

What’s next

opticon2017

THANK YOU