the inside scoop on trulia's best-in-class optimization strategy
TRANSCRIPT
The Inside Scoop on Trulia’s Best-in-Class Optimization
Strategy(And how to apply it to your business)
Gaurav Hardikar Sr. Product Manager @truliarentals
Chris Neumann Founder/Principal @CROmetrics
Cara Harshman Content Marketing Manager @caraharshman
Meet Our SpeakersNeed talking points to introduce each of you
Webinar FormatAn interview w/ Chris, Gaurav, and You!
Ask Questions! •Tweet @optimizely •Use the chat or questions panel …and we’ll ask them live
• One-stop-shop for consumers searching for real estate.
• Millions of Page Views per day.
• Monetizes by lead generation.
• Best-in-class in optimization.
About Trulia
About CROmetrics
•Full service CRO – 10 person team, half engineers.
•Won 3 Opties this year for our work with Trulia & 99designs.
•CEO/GM, VP Marketing, VP Product typically call on CROmetrics as a partner.
There’s Chris
Setting the Stage: Trulia’s Success
•Awards
•Better Together Award for a custom integration between Optimizely + Omniture
•Developer Extraordinaire
•Experience of the Year
• 100 tests/year
I’ll give a short blurb about why we’re having this webinar with Trulia of all companies, explain their success with testing backed by the Optie Awards
The Inside Scoop on Trulia’s Best-in-Class Optimization Strategy
• Achievements in testing • Optimization team structure • Company culture • Testing process • Sharing results & executive buy-in
Trulia’s Testing Team & Program
Trulia’s Optimization Team
Trulia’s Optimization Tech Stack
•Optimizely •Desktop web •mWeb
•Omniture
What does the testing program and process look like at a high level?
• Using Optimizely and CROmetrics for 1 year
• New test every 2-3 weeks; 100+ tests per year
• Test on staging, deploy to live using an audience cookie
• Test again, then deploy to full audience.
How does Trulia’s company culture foster optimization?
• Internal culture is very data driven • Lack of ego • True meritocracy - No HiPPOs
• If data shows it works, we will build it
• Focus testing on search results page, rental PDP pages (this is where all the traffic is)
• Review key business results from testing
• Lead Conversion, Reg, Saves
How does Trulia use testing to achieve business results?
How are results communicated to senior management?
•C-level: Overall metrics improvements, details on an ad-hoc basis
•VP Level: Overall metrics on each test cycle, highlighting on successful tests
•Manager Level: Involved in the outcome of every test
How does Trulia come up with ideas to test?
•Good ideas come from everywhere: Upper management, design, product management, engineering, support, etc.
•CROmetrics provides industry level learnings and “gut check” on inbound ideas
•Product manager coordinates through data, intuition
How does Trulia share the results of completed tests?
•Central page for completed tests
•Weekly A/B testing meeting to share across consumer products •What is running •What is coming up •What is getting normalized
•Optimization Champion coordinates this
Examples of Testing Wins
Infinite Scroll Test
15% leads increase
60% pageview increase
Mad Libs Form Test
15% leads
increase
Email Assurance
5% increase
•Nimble team that isn’t afraid to make a decision.
•Right metrics to align and optimize for.
•A company culture with an appetite for rapid experimentation.
Keys to Success
Q&A
