1. Experiment Results Sharing Template

2. 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

3. [Test Name] Results YourWebsite.com [YOUR COMPANY LOGO] [MM DD YYYY]

4. Table of Contents Overview Description and Hypothesis Test Objectives and Goals Results Overview Original vs. Winner All Variation Performance Results Next Steps Optimizely Support OPTIMIZELY TESTING TOOLKIT 2016

5. Test Overview

6. ORIGINAL HYPOTHESIS [If we modify the CTA, the number of completes on the form will increase.] ACTUAL RESULT [Our hypothesis was correct / wrong / somewhere in between.] Executive Results Summary TEST DESCRIPTION [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] OPTIMIZELY TESTING TOOLKIT 2016

7. TEST OBJECTIVES AND GOALS The success metrics that were measured for this test, listed in order of importance. #Goal NameDescription 1[Conversion] [Measured by the percentage of visitors who reach the “Thank You” page (www.exampleURL.com/checkout/thankyou).]www.exampleURL.com/checkout/thankyou 2 3 4 5 6 OPTIMIZELY TESTING TOOLKIT 2016

8. Variations The following slides show screenshots of the variations that were tested.

9. 1.[Description of the change] (This is the description of the variation and how it differs from the original.) [Variation #1 Name] Copy this slide as needed for additional variations. VARIATION SCREENSHOT OPTIMIZELY TESTING TOOLKIT 2016

10. Results Metrics from the best-performing experience and rationale.

11. [Primary Goal / Metric Name]: Variation X showed a __% lift over the next-best performing variation and a __% lift over the original. [List other reasons why this variation is the declared winner here.] Results Overview Declared Winner: [Variation Name] WINNER SCREENSHOT OPTIMIZELY TESTING TOOLKIT 2016

12. Performance for key metric (conversion rate, etc.) Performance for other key metrics Performance for key metric (conversion rate, etc.) Performance for other key metrics Original vs. Winner ORIGINAL SCREENSHOT WINNER SCREENSHOT Original VariationWinning Variation Performance for key metric (conversion rate, etc.) Performance for other key metrics Performance for key metric (conversion rate, etc.) Performance for other key metrics OPTIMIZELY TESTING TOOLKIT 2016

13. Goal / Metric Name All Variation Performance Results PLACEHOLDER RESULTS SCREENSHOT Goal / Metric Name OPTIMIZELY TESTING TOOLKIT 2016

14. _______ to by [date] Winner to be implemented by [date] Next Steps OPTIMIZELY TESTING TOOLKIT 2016

15. Feedback? Questions? Reach out to [Contact Information] YOUR COMPANY LOGO OPTIMIZELY TESTING TOOLKIT 2016

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

17. 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! Ideas for Spreading the Word OPTIMIZELY TESTING TOOLKIT 2016

18. 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 Example: American Medical Association (AMA) Results-sharing via an internal Wordpress blog OPTIMIZELY TESTING TOOLKIT 2016

19. 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 Example: Complex Media Results-sharing via an internal email list OPTIMIZELY TESTING TOOLKIT 2016