Ideation

Step 1: Ideation

Ideation, in the context of Optimizely, refers to the process of generating and collecting ideas for experiments.

Ideation is a crucial step in the optimization process, as it involves brainstorming and gathering potential hypotheses or changes that can be tested to improve the performance of a website or application. This phase typically involves collaboration among team members, including marketers, designers, developers, and other stakeholders.

During this step of the process your team will:

• Gather any existing analytics, research or data and organize it.
• Create problem statements
• Brainstorm solutions
• Define metrics and build a hypothesis
• Decide on experiment type

People and Resources

• Program Manager
• UX
• Design resources
• Marketer
• Analysts

Leverage Data & Research to Support Your Ideas

To come up with great ideas, start by checking the data you have. Look at direct data to understand the problem and indirect data to get creative ideas. This helps make your brainstorming process more successful.

• Direct data – Analytics, voice of the customer, heatmaps, user testing, and more.
• Indirect data – Screenshots of competitor sites, articles, and consultant recommendations.

Please refer to an image below to learn how you can gather data to support your hypothesis   

Generate Hypothesis

The goal of ideation is to come up with hypotheses or variations that can be tested through experiments to determine their impact on user behavior, conversion rates, or other key performance indicators. Optimizely helps streamline the experimentation process by providing a platform where these ideas can be implemented, tested, and analyzed in a controlled and data-driven manner.

Here are the components of a Hypothesis:

• What is a Business problem
• What is the imaginable solution
• What is your expected result

In summary, ideation in Optimizely involves the creative process of generating and collecting ideas for experiments that can lead to data-driven improvements in the user experience and business outcomes.