Trinity mirror - Customer Case Study
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Transcript of Trinity mirror - Customer Case Study
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Trinity Mirror #OptEx2015
A journey into MVT
Trinity Mirror plc
Using Optimizely as a traditional media publisher
Grant Maskell
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Trinity Mirror #OptEx2015
About the Trinity Mirror family
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Trinity Mirror #OptEx2015
A little about me
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Trinity Mirror #OptEx2015
Challenges for us
Trinity Mirror plc
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Trinity Mirror #OptEx2015
We are
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Trinity Mirror #OptEx2015
UX challenges
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Trinity Mirror #OptEx2015
Shifting our focusses
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Developers Stakeholders
Waste of time and hard to work in
Sounds good but prove it works!
Business perceptions of MVT
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Trinity Mirror #OptEx2015
Slow to test and gain data
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Trinity Mirror #OptEx2015
Enter Optimizely
Trinity Mirror plc
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Trinity Mirror #OptEx2015
Insights
Competition Analysis
Industry trends
Innovation outside our
industry
Analytics
Failure
User testing
TIME
MVT
Research and surveys
Project 1 Project 3Project 2
Aggregate learnings over time
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Trinity Mirror #OptEx2015
OptimizelyREST
Javascript API
Share the love
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commercial strategy user engagement
METRICS
P/VShares
Time spentAd impressions
Types of tests we run
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Trinity Mirror #OptEx2015
MVT Driven Project
Trinity Mirror plc
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Trinity Mirror #OptEx2015
Project process based on continual optimisation testing
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IterativeDesign Prototype User
testing
Stakeholder feedback
User feedback
BUILD
Stakeholder
Approval
Insights
Businesscase
Requirements
Constraints
Hypotheses
Standard process
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Trinity Mirror #OptEx2015
Now Goal
MVT test team
Production team
Project Hypotheses
Actual Project Build
MVT based process
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Trinity Mirror #OptEx2015
Case Study
Trinity Mirror plc
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POPPO
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Trinity Mirror #OptEx2015
“By layering articles over the top of section pages, instead of opening a new page, users will be more inclined to explore more of our site”
Hypothesis
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Trinity Mirror #OptEx2015
Initial reaction by my stakeholders
“Tried that before and it will have no effect.”
“I don’t like it.”
“No other sites seems to be doing it… why would we”
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Trinity Mirror #OptEx2015
Tests run
CONTROL VARIATION
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Trinity Mirror #OptEx2015
Results
100% 60%
uplift on section pageviews
uplift on article views
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Trinity Mirror #OptEx2015
Consequence
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Trinity Mirror #OptEx2015
QUESTIONS?