optimization evolution: for sales in the present and challenges of the future @dx3

OPTIMIZATION EVOLUTION for sales in the present and challenges of the future

+

CHALLENGES

PREPARATION

RESULTS

WHAT IS TOUGH MUDDER?

• Founded in 2010

• 2.5 million participants

• 10 countries

• +$70MM after 2 years, +$100MM after 4

• +$12MM raised for charities worldwide

• +20K Tough Mudder tattoos

WHAT IS TOUGH MUDDER?

NEW PRODUCT

OFFERINGS

PREMIUM POSITIONING

CUSTOMER CONNECTIONS

MATURING PRODUCT

MORE COMPETITION

TRAFFIC PATTERNS

BUSINESS OBSTACLES

February 2011

PRODUCT OFFERINGS

PRODUCT OFFERINGS

PRODUCT OFFERINGS

PRODUCT OFFERINGS

PRODUCT OFFERINGS

PREMIUM POSITIONING

seesaw12 ft. platform, swinging arm, cowbell, landing pool

PREMIUM POSITIONING

est. 2010

est. 1876

CUSTOMER CONNECTIONS

CUSTOMER CONNECTIONS

CUSTOMER CONNECTIONS

…WITH A Global footprint……WITH A Global footprint……WITH A Global footprint…

…WITH A Global footprint…

CUSTOMER CONNECTIONS

PIVOT #2: BECOME A MEDIA COMPANY IN THE US…

FIRST TIME Ever TV Programming IN 2016

5 part Digital Series

& 1 hour broadcast

Feature episode focused on inspirational

Tough Mudder Stories

6 hours on CBS Sports Network

& 1 hour on CBS Sports

CBS: Road to World's Toughest Mudder

cbs: World's Toughest Mudder

CBS: World's Toughest After show

https://www.dropbox.com/home/tough%20mudder%20(1)/_Video/2016%20-%20WTM%20CBS%20-%20Tune%20In?preview=WTM_CBS_Tune-In_2016_v4.mp4

PIVOT #2: BECOME A MEDIA COMPANY IN THE US…

FIRST TIME Ever TV Programming IN 2016

5 part Digital Series

& 1 hour broadcast

Feature episode focused on inspirational

Tough Mudder Stories

6 hours on CBS Sports Network

& 1 hour on CBS Sports

CBS: Road to World's Toughest Mudder

cbs: World's Toughest Mudder

CBS: World's Toughest After show

https://www.dropbox.com/home/tough%20mudder%20(1)/_Video/2016%20-%20WTM%20CBS%20-%20Tune%20In?preview=WTM_CBS_Tune-In_2016_v4.mp4

CUSTOMER CONNECTIONS

CUSTOMER CONNECTIONS

NEW PRODUCT

OFFERINGS

PREMIUM POSITIONING

CUSTOMER CONNECTIONS

NEW PRODUCT

OFFERINGS

PREMIUM POSITIONING

CUSTOMER CONNECTIONS

REDESIGNING IS TOUGH…

EXPENSIVE CONSUMING UNCERTAIN

… MUDDERS ALWAYS PREPARE

DATA TESTING ASSURANCE

OPTIMIZATION AUDIT

• analyze Google analytics data

• identify pain points in the customer journey

• match with problematic UX practices

• recommend custom solutions

• prioritize optimization actions

OPTIMIZATION AUDIT

• high exit rate

• concerning scroll metrics

• visits per customer

control

COMPONENT 1: URGENCY

control

COMPONENT 2: HEADER

control

COMPONENT 3: LIST

component 1

component 2

component 3

version urgency banner list

control control control control

2 control control with

3 control with control

4 control with with

5 with control control

6 with control with

7 with with control

8 with with with

winner

launch week 1 week 2 week 3 week 4

actions 3 variations eliminated

3 variations eliminated

variations 8 8 5 2 winner

component 1

component 2

component 3

version urgency banner list

control control control control

2 control control with

3 control with control

4 control with with

5 with control control

6 with control with

7 with with control

8 with with with

component 1

component 2

component 3

version urgency banner list

control control control control

2 control control with

3 control with control

4 control with with

5 with control control

6 with control with

7 with with control

8 with with with

+10%session value

… MUDDERS ALWAYS PREPARE

DATA TESTING

+8%session value

REDESIGNING IS TOUGH…

EXPENSIVE CONSUMING UNCERTAIN

REDESIGNING IS TOUGH…

EXPENSIVE CONSUMING UNCERTAIN

KEY TEMPLATE EVOLUTION

Navigation Homepage Event Type Event List Event Page

KEY TEMPLATE EVOLUTION

• pages that profit

• hierarchy that helps

• modules that motivate

• filters that function

• content that converts

Thank you

1

set a baseline

2

stop assuming

3

prioritize

4

share results

5

think big

CHEERS!

Celia Mulderrig E-Commerce Director

celia.mulderrig@toughmudder.com

Zack Light Account Director

zlight@altima-agency.us

CHEERS!

Celia Mulderrig E-Commerce Director

celia.mulderrig@toughmudder.com

Zack Light Account Director

zlight@altima-agency.us

Toronto: August 19 & 20, 2017