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
Zack Light Account Director
CHEERS!
Celia Mulderrig E-Commerce Director
Zack Light Account Director
Toronto: August 19 & 20, 2017