Trinity mirror - Customer Case Study

Trinity Mirror #OptEx2015

A journey into MVT

Trinity Mirror plc

Using Optimizely as a traditional media publisher

Grant Maskell


About the Trinity Mirror family


A little about me


Challenges for us

Trinity Mirror plc


We are


UX challenges


Shifting our focusses

Developers Stakeholders

Waste of time and hard to work in

Sounds good but prove it works!

Business perceptions of MVT


Slow to test and gain data


Enter Optimizely

Trinity Mirror plc


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


OptimizelyREST

Javascript API

Share the love

commercial strategy user engagement

METRICS

P/VShares

Time spentAd impressions

Types of tests we run


MVT Driven Project

Trinity Mirror plc


Project process based on continual optimisation testing

IterativeDesign Prototype User

testing

Stakeholder feedback

User feedback

BUILD

Stakeholder

Approval

Insights

Businesscase

Requirements

Constraints

Hypotheses

Standard process


Now Goal

MVT test team

Production team

Project Hypotheses

Actual Project Build

MVT based process


Case Study

Trinity Mirror plc

POPPO


“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


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”


Tests run

CONTROL VARIATION


Results

100% 60%

uplift on section pageviews

uplift on article views


Consequence


QUESTIONS?

Technology

Trinity mirror - Customer Case Study