Overview
What is Optimizely Web Experimentation?
Optimizely Web Experimentation empowers teams to conduct experiments (without having to rely on developer resources) in order to test various user interactions, make website changes backed by data, and personalize customer experiences.
Optimizely for Web Well Suited to Marketing Use Cases.
Optimizely Web Experimentation
A solid tool suited for a solid optimization programme (emerging up to connected)
Optimizely is the best of the best!
Optimizely Web Experimentation: A Comprehensive Solution for Data-Driven Decision Making
Great web experimentation framework for marketing and engineering
Not value for money
Optimizely Review
Recommended for medium/advance users
Good platform
Data has no opinions
Optimizely Web Experimentation for Digital Marketing
Take the Guess Work Out of Your CRO with Optimizely!
Great tool to get your team into the testing mentality.
How Optimizely Web Experimentation Differs From Its Competitors
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Popular Features
- a/b experiment testing (104)9.393%
- Standard visitor segmentation (96)8.989%
- Test significance (95)8.585%
- Preview mode (93)8.080%
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Pricing
What is Optimizely Web Experimentation?
Optimizely Web Experimentation empowers teams to conduct experiments (without having to rely on developer resources) in order to test various user interactions, make website changes backed by data, and personalize customer experiences.
Entry-level set up fee?
- Setup fee optional
Offerings
- Free Trial
- Free/Freemium Version
- Premium Consulting/Integration Services
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Features
Testing and Experimentation
These features enable companies to plan, set up, and execute different types of tests (e.g. A/B, A/B/n, multivariate, split URL tests).
- 9.3a/b experiment testing(104) Ratings
Create and test variations of a website, changing site elements such as headlines, CTAs, images, page design and layout, technical SEO changes, and new feature additions and collect statistical results of each variation’s conversion rates or other metrics.
- 8.5Split URL testing(85) Ratings
Test out larger design changes by splitting your site traffic across two different landing pages to identify which site performs the best. It can be used to test the impact and feasibility of things such as new designs, personalization efforts, and new site architecture.
- 8.8Multivariate testing(87) Ratings
Ability to test multiple site design changes at once across one or multiple variations and identify which variation impacts conversion rates, or other predefined goals, the most.
- 8.2Multi-page/funnel testing(82) Ratings
Create an experiment that makes changes across multiple pages, like a funnel or a site-wide experience.
- 7.4Cross-browser testing(57) Ratings
Preview your experiments across multiple browsers at once.
- 7.6Mobile app testing(44) Ratings
Ability to run tests to optimize mobile applications.
- 8.5Test significance(95) Ratings
Ability to set the statistical significance level, or confidence interval, of a given test, for example at the 90% or 95% level.
- 8Visual / WYSIWYG editor(84) Ratings
Set up A/B testing campaigns using a WYSIWYG editor to create site versions and preview design changes before testing them. These editors often don’t require coding knowledge in order to operate them.
- 7.5Advanced code editor(77) Ratings
Allows users to create and edit experiments with HTML, CSS, JS.
- 6.9Page surveys(17) Ratings
Create on-page surveys and select which segment of users are asked survey questions using defined audience segments (e.g. new vs. returning users, mobile users, desktop users, etc).
- 8.4Visitor recordings(18) Ratings
Watch recordings of user sessions to gain insights on site visitor behavior and identify areas to improve site visitor experience.
- 8Preview mode(93) Ratings
Preview your experiment before running it live on your site or app.
- 6.9Test duration calculator(65) Ratings
Automatic calculation of the estimated test duration needed to gain statistically significant results.
- 8.1Experiment scheduler(64) Ratings
Ability to schedule experiments to run, or not run, during specific times (e.g. Not to run during a holiday weekend or while a site-wide promotion is going on).
- 6.5Experiment workflow and approval(44) Ratings
Ability to assign different phases of the experiment process to your team and approve next steps for an experiment or campaign.
- 7.4Dynamic experiment activation(40) Ratings
Ability to activate an experiment after the page’s initial load based on a set of conditions (e.g. if the visitor takes certain actions).
- 9.2Client-side tests(59) Ratings
Ability to run client-side tests (e.g. A/B, A/B/n, multivariate, and funnel tests) to test out UI changes.
- 9.1Server-side tests(25) Ratings
Ability to run server-side tests (e.g. A/B, A/B/n, multivariate, and split URL tests) to test out more complex design changes, roll out features to specific audience segments, or split site traffic between different site versions.
- 8.5Mutually exclusive tests(44) Ratings
Ability to make tests mutually exclusive so that a given visitor is only part of one test at a time, this helps prevent tests from interfering with one another.
Audience Segmentation & Targeting
A set of tools used for website optimization experiments (e.g. A/B, A/B/n, funnel, split URL, multivariate tests) that can help users segment their audience in to different groups for the purpose of exposing specific audiences to tests or personalization efforts.
- 8.9Standard visitor segmentation(96) Ratings
Ability to segment, or target audiences based on criteria you set (e.g. URL, cookies, IP address, custom javascript, traffic source, device, browser, language, ad campaign, geo-targeting, time of day) and enable tests to run for specific visitor segments.
- 8.3Behavioral visitor segmentation(76) Ratings
Ability to segment, or target audiences based on whether or not they have performed certain actions, such as clicking on a CTA, and enable tests to run for specific visitor segments.
- 9.4Traffic allocation control(92) Ratings
Ability to set what percentage of website traffic receives specific test variants in order to roll out code only to a subset of site visitors.
- 7.9Website personalization(64) Ratings
Ability to optimize user experience for individual site visitors based on certain characteristics and past actions (e.g. past purchases, geolocation, demographics, device type, referral source, etc..). An example of this is product and/or content recommendations based on visitor characteristics.
Results and Analysis
Tools that allow users to evaluate the results of website optimization tests (e.g. A/B, A/B/n, multivariate, and split URL tests), or view visitor interaction with webpages and specific site elements.
- 9.1Heatmap tool(13) Ratings
A tool that shows which elements of the page generate the most visitor engagement.
- 8.8Click analytics(33) Ratings
Click analytics reports display how many clicks certain page elements receive and provides visitor engagement insights.
- 8.2Scroll maps(17) Ratings
Scroll maps display how far down the page users scroll.
- 8.3Form fill analysis(35) Ratings
Enables users to view visitor interaction with forms and identify which parts of the form visitors fill out first and which fields lead to increased visitor drop-off.
- 8.7Conversion tracking(44) Ratings
Enables users to set up and customize conversion funnels to track site visitors' journeys and determine areas that see the most visitor drop-off.
- 8.4Goal tracking(82) Ratings
Enables users to set up key website/mobile performance metrics on their landing pages and track them.
- 8.1Test reporting(85) Ratings
Provides users with reports for each test that record the performance of each variation tested against selected metrics such as conversion rate. These reports indicate when a given test variation has performed statistically better than the original (control) site version.
- 8Results segmentation(52) Ratings
The ability to segment test results by specific criteria (e.g. browser type, device type, source, time of day, campaign).
- 7.6CSV export(57) Ratings
Ability to export test results as a CSV file.
- 8Experiments results dashboard(49) Ratings
Provides users with a dashboard displaying test results for all live tests. Some products may also include test result histories accessible from the dashboard.
Product Details
- About
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- Tech Details
- Downloadables
- FAQs
What is Optimizely Web Experimentation?
Optimizely Web Experimentation Features
Testing and Experimentation Features
- Supported: a/b experiment testing
- Supported: Split URL testing
- Supported: Multivariate testing
- Supported: Multi-page/funnel testing
- Supported: Cross-browser testing
- Supported: Mobile app testing
- Supported: Test significance
- Supported: Visual / WYSIWYG editor
- Supported: Advanced code editor
- Supported: Preview mode
- Supported: Test duration calculator
- Supported: Experiment scheduler
- Supported: Experiment workflow and approval
- Supported: Dynamic experiment activation
- Supported: Client-side tests
- Supported: Server-side tests
- Supported: Mutually exclusive tests
Audience Segmentation & Targeting Features
- Supported: Standard visitor segmentation
- Supported: Behavioral visitor segmentation
- Supported: Traffic allocation control
- Supported: Website personalization
Results and Analysis Features
- Supported: Form fill analysis
- Supported: Goal tracking
- Supported: Test reporting
- Supported: Results segmentation
- Supported: CSV export
Platform Integration Features Features
- Supported: API
- Supported: Web analytics integration
- Supported: Content Management System Integration
- Supported: Integration with CRM or DMP software
Optimizely Web Experimentation Screenshots
Optimizely Web Experimentation Video
Optimizely Web Experimentation Integrations
Optimizely Web Experimentation Competitors
Optimizely Web Experimentation Technical Details
Deployment Types | Software as a Service (SaaS), Cloud, or Web-Based |
---|---|
Operating Systems | Unspecified |
Mobile Application | No |
Optimizely Web Experimentation Downloadables
Frequently Asked Questions
Comparisons
Compare with
Reviews and Ratings
(513)Attribute Ratings
Reviews
(1-5 of 5)Optimizely has helped cement our digital test and learn culture!!!
- Integrates well with our digital marketing stack
- Easy to use
- Provides detailed reporting out of the box
- It is expensive in comparison to some of its competitors
- Full stack component can be hard to get up and running
- Experimentation
- Personalisation
- Reporting
- a/b experiment testing
- 100%10.0
- Split URL testing
- 100%10.0
- Multivariate testing
- 100%10.0
- Multi-page/funnel testing
- 100%10.0
- Cross-browser testing
- 100%10.0
- Mobile app testing
- N/AN/A
- Test significance
- 80%8.0
- Visual / WYSIWYG editor
- 80%8.0
- Advanced code editor
- 100%10.0
- Page surveys
- N/AN/A
- Visitor recordings
- N/AN/A
- Preview mode
- 90%9.0
- Test duration calculator
- 80%8.0
- Experiment scheduler
- 90%9.0
- Experiment workflow and approval
- 80%8.0
- Dynamic experiment activation
- N/AN/A
- Client-side tests
- 90%9.0
- Server-side tests
- 70%7.0
- Mutually exclusive tests
- 90%9.0
- Standard visitor segmentation
- 90%9.0
- Behavioral visitor segmentation
- 90%9.0
- Traffic allocation control
- 90%9.0
- Website personalization
- 90%9.0
- Heatmap tool
- N/AN/A
- Click analytics
- N/AN/A
- Scroll maps
- N/AN/A
- Form fill analysis
- N/AN/A
- Conversion tracking
- 100%10.0
- Goal tracking
- 100%10.0
- Test reporting
- 100%10.0
- Results segmentation
- 90%9.0
- CSV export
- N/AN/A
- Experiments results dashboard
- 100%10.0
- Faster speed to market for tests
- Allowed us to minimise development effort
- Improved onsite conversion
Digital Development
Understanding of digital marketing technologies
- Onsite experimentation
- Onsite personalisation
- A/B Testing
- Utilise it to quickly deploy messages on site during outages
- Mobile app experimentation
- Price
- Product Features
- Product Reputation
- Reporting on results
- Managing tests
- None really
Optimizely Review
- General business users can build experiments without coding.
- Use of API.
- It is important to remember that complex features and product rollouts require considerable effort.
- Large scale experimentation management. Being able to look at the project at a high level of detail is a convenient methodology.
- A snippet from Optimizely increases the loading time of a page.
- For my organization, the most important features of Optimizely Web Experimentation are the ability to quickly set up and execute experiments, the tracking of results with clear data points and visuals, and the ability to test different pricing models and product offerings.
- Additionally, the customer service and technical support provided by Optimizely Web Experimentation have been invaluable in ensuring that our experiments are running smoothly and efficiently.
- a/b experiment testing
- 90%9.0
- Split URL testing
- 90%9.0
- Multivariate testing
- 90%9.0
- Multi-page/funnel testing
- 70%7.0
- Cross-browser testing
- 70%7.0
- Mobile app testing
- 80%8.0
- Test significance
- 90%9.0
- Visual / WYSIWYG editor
- 70%7.0
- Advanced code editor
- 80%8.0
- Page surveys
- 80%8.0
- Visitor recordings
- 70%7.0
- Preview mode
- 60%6.0
- Test duration calculator
- 80%8.0
- Experiment scheduler
- 80%8.0
- Experiment workflow and approval
- 70%7.0
- Dynamic experiment activation
- 60%6.0
- Client-side tests
- 60%6.0
- Mutually exclusive tests
- N/AN/A
- Standard visitor segmentation
- 70%7.0
- Behavioral visitor segmentation
- 70%7.0
- Traffic allocation control
- 70%7.0
- Website personalization
- 70%7.0
- Heatmap tool
- 80%8.0
- Click analytics
- 80%8.0
- Scroll maps
- 80%8.0
- Form fill analysis
- N/AN/A
- Conversion tracking
- N/AN/A
- Goal tracking
- N/AN/A
- Test reporting
- N/AN/A
- Results segmentation
- N/AN/A
- CSV export
- N/AN/A
- Experiments results dashboard
- N/AN/A
- Increased website engagement: Optimizely Web Experimentation has had a positive impact on our website engagement metrics, as it has allowed us to test different website elements and quickly identify which changes have the most positive impact.
- Improved customer satisfaction: Optimizely Web Experimentation has had a positive impact on our customer satisfaction metrics, as it has allowed us to quickly identify which product features are the most popular with customers.
- Increased revenue: Optimizely Web Experimentation has had a positive impact on our overall revenue, as it has allowed us to test different pricing models and product offerings to identify which combination is the most effective in driving sales.
- testing the impact of using different colors or fonts
- testing the effectiveness of different content or CTAs
- testing the impact of different pricing or product offerings.
- My organization has been able to use Optimizely Web Experimentation to test the effectiveness of targeted messaging for different user segments. This has allowed us to tailor messaging to specific user personas and their individual needs.
- We have also been able to use Optimizely Web Experimentation to test different product features. This has allowed us to quickly identify which features are well-received by customers and which features need to be improved.
- Finally, we have used Optimizely Web Experimentation to test the effectiveness of different marketing campaigns. This has allowed us to quickly identify which campaigns are the most effective in achieving our desired outcomes.
- In the future, our organization may be able to use Optimizely Web Experimentation to test the effectiveness of different layouts and navigation systems on our website. This would allow us to identify which layout and navigation combination is the most effective in helping users find the information they need.
- We could also use Optimizely Web Experimentation to test the effectiveness of different content strategies, such as which types of content are the most engaging for our users.
- Finally, we could use Optimizely Web Experimentation to test different pricing models and product offerings to identify which pricing and product combination is the most effective in driving customer retention and loyalty.
- Using Optimizely Web Experimentation, it is particularly easy to set up and execute experiments to test the effectiveness of different website elements, such as the look and feel, layout, or content. The software also makes it easy to track the results of each experiment, with clear data points and visuals.
- Additionally, Optimizely Web Experimentation makes it easy to test different pricing models and product offerings, as well as to target specific user segments with tailored messaging.
- Finally, Optimizely Web Experimentation makes it easy to set up and test different content strategies to identify which types of content are the most engaging for users.
- The process of setting up an experiment can be somewhat time-consuming and involved, depending on the complexity of the experiment.
- Additionally, interpreting the results of an experiment can be difficult or cumbersome, as the data points and visuals can be complex.
- Finally, Optimizely Web Experimentation does not provide the ability to test the effectiveness of certain website elements such as videos or interactive elements.
Optimizely lets you test easily with low overhead.
- Test setup is easy and doesn't take a lot of company resources.
- The impact on page speed is incredibly small.
- The results dashboard gives great insights to how your test is performing and you can track multiple goals.
- I'd like to see more tools comparable to Visual Website Optimizer (VWO). Like user recordings and in page analytics.
- If you have a dynamic area of information and edit it you pose a risk to making the page templates dynamic data static across the site. Pricing is a great example of this.
- Increased click through rates from homepages for clients.
- Improved conversion rates from product detail pages.
- Tested category pages and increased conversions.
- Testing CRO for clients
- Testing internal lead generation
- Testing our lead generation funnel using mutliple landing pages / funnels.
- Testing checkout processes for our clients.
- Price
- Product Features
- Product Usability
- Product Reputation
- Vendor Reputation
- Implemented in-house
- None.
- Self-taught
- Changing static text or css elements.
- Viewing the results. They are easy to interpret.
- Editing anything dynamic.
- Very easy to configure experiment targeting, traffic allocation, and other settings you would want to customize for your testing program
- Allows easy selection of experiment types like Multivariate, Multipage, A/B
- Permits simple UI changes using its code editor and other options which allows for decreased reliance on development resources. Product and Design teams can launch new experiments easily on their own
- Support is first rate: knowledgeable, great communicators who take the time to explain things so that you can learn and apply to future experiments. Optimizely customer support is among the best I've encountered from a web software service
- Improvements can be made with experiment results reporting specifically customization of data within the data export or whatever is viewed on the summary page
- Different organizations could have different thresholds for statistical significance. Optimizely is set to 95%. It would be nice to have this value configurable.
- It is difficult to ascertain whether a losing variation is a statistically significant loss (only shows low chance to beat baseline). Having this would assist with pausing variations that are not performing very well.
- Customizable, distributable reports would be a great feature to add. Currently you must click through each individual experiment to see experiment details. Seeing a summary through email or selecting multiple experiments to view on one page would be a huge improvement for scanning health of tests.
- Optimizely has helped us optimize on micro conversion goals throughout our site
- Our macro conversion goals have also been optimized using Optimizely
- Homegrown A/B platform and Adobe Test & Target
- Test new ideas/variations against current control version
- Force visitors to see certain site changes
- Reports to understand impact of site change
- Segment traffic from the various inbound channels
- Analytics
- Performance indicators
- Price
- Product Features
- Product Usability
- Button color and copy
- Segmenting to different audiences
- Working with updating images in a slider carousel
- Reporting
- Installing it is quite simple for more standard A / B testing. Only taking a few minutes to actually place code on site is a dream and you can almost immediately get tests designed, let alone launched. (If you had the right folks in place at the right time, I cannot imagine you could not get a live test going within a single business day.)
- Their support team is highly active and responsive to requests for information or troubleshooting. (NOTE: We have the Platinum account giving us more dedicated support staff). They are highly knowledgable and able to answer most questions quickly; else, they are highly effective on researching issues with other members of their organization (which speaks to the company's fluidity)
- The UI of the tool is very simple to use and elegant in design. That is an essential piece of why the tool is so effective / usable for non-technical staff.
- Due to the nature of the tool, it can be difficult to make the tool work correctly with the standard install for tracking tests for more complex web pages, example being checkout pages. Due to checkout pages having a great amount of dynamic content (due to user input of forms, etc), it can conflict slightly with other online marketing tracking. Custom scripting is needed for this kind of testing, so its ease-of-install-use is a harder path for these more complicated pages.
- There are certain times the online tool will not work correctly and have to relogin via a new browser session. In a crunch time for test creation, it can be a bit troublesome. (But a minor issue.)
- The tool tends to be a bit "too smart" for tracking the changes made in creating a variation. Example is if you are working to change text on a page, say larger and different color. Through the process of using the tool to make the modifications, you possibly would try different sizes/colors. Each time you make a selection, the change is "logged" for the Optimizely test variation... this creates a great amount of "extra change code" that is unnecessary and have to clear it out via the code editor.
When considering the tool, I would highly suggest (almost require) that a demo with the Optimizely team has participants from your entire organization who'd be involved -- business owners for budget/ongoing Goals, marketing team who likely will use the tool ongoing to support business owners, technical/web ops individual to understand nature of the technology, analysts who'd monitor and report findings.
The key questions to ask when considering:
- Do I have enough technical support to install / test / finalize the overall Optimizely code install? Can they help if I need more technical integrations?
- Do I have the right design resources in place to assist with building out specific assets needed for tests?
- Are the right people in place to monitor and track the performance?
- Do I have 6 months worth of tests in mind so I can start right away?
- What is the overall budget capacity to continue paying for the service to ensure a return on the investment?
- Highly effective in providing internal efficiency in getting A/B tests live
- Has shown us already opportunities to improve overall customer pathing throughout our websites, resulting in more conversions
- Enables us to quickly remedy serious errors in content and/or add elements to site that may not be able to be added due to other development projects "locking" website code bases. (Recently, we had a large development features update being done, and we needed to launch a small edit to our footer. We used Optimizely instead and took about 5 minutes!)
- Adobe Test and Target,Google Analytics,Monetate,Magento
1) Budget vs. Ease of Use. The pricing model of Optimizely fit within our budget, especially considering the ease of use of the tool for most tests. The others we considered were just too expensive (and better for enterprise-level / high budget organizations.)
2) Integration. For most, really just adding the script to your websites. Tools like T&T, though valuable, are a MUCH steeper learning curve to get onto your website, let alone it working effectively for reporting back on results. (NOTE: I at one point was a reseller of the T&T product).
3) Comfort with the team. Overall, the Optimizely support teams are highly knowledgeable, approachable and always ready to help. Customer service is vital.
I'm also confident future refinements of the tool / extended functionality will address some of the minor headaches for the complex testing we wish to do. I am certain of this given the number of iterations I've seen since starting with the tool.
It's definitely one of the top three technologies we're using on a daily basis and that says a lot, as we never could test before.
- I need to test whether content A or content B will engage folks more on my website. (A/B)
- I need to make an emergency change to the website and our webmaster is out of town. (Legal issues / quick fixes)
- Would adding advertising to my site (banners) as a revenue stream impact my ability to convert people on my own site?
- Adding snippets to my site due to not having ability to embed in actual site code.
- Quickly hide pages within my site that were not supposed to be made live / but doing so remotely b/c I was not at the machine allowed to access the web server.
- Utilize it for CSS changes globally across the site using the multi-page test variation.
- Developing a full mobile-rich web experience with responsive design techniques / using Optimizely to understand what's working (since mobile optimization is somewhat new for us this year as a focus.)
- Further split-test variations in relation to online marketing channel advertising / personalization of content.
- Implemented in-house
Ph2 - Refine the script to allow for better full-path tracking along side of other OLM tracking (like GA), determined after some initial live tests.
Ph3 - Branching the technology across all other owned websites (each having a small flavor of the OLM and script enhancements.)
- GA tracking. It would break and we couldn't see conversions via our GA reports for transactions involving tests. Took a bit of time with Optimizely to figure out a solution.
- Being ready with tests. We were so focused on getting it installed, we didn't have anything on deck to actually test the implementation and had to resort to small minor changes to validate. We could have save a good amount of time had we been able to use the first planned test as the basis for ensuring the tech was working properly.
- Getting the tech to span across entire website. Due to how our custom platform is developed, it was a bit more difficult than anticipated to install the Optimizely code across every single page of our website.
- I think I should have stressed more demo's / workshopping with the Optimizely team at the start. I felt too confident during demo stages, and when came time to actually start, I was a bit lost. (The answer is likely I should have had them on-hand for our first install.. they offered but I thought I was OK.)
- Really getting an understanding / asking them prior to install of how to make it really work for checkout pages / one that uses dynamic content or user interaction to determine what the UI does. Could have saved some time by addressing this at the beginning, as some things we needed to create on our site for Optimizely to "use" as a trigger for the variation test.
- Having a number of planned/hoped-for tests already in-hand before working with Optimizely team. Sharing those thoughts with them would likely have started conversations on additional things we needed to do to make them work (rather than figuring that out during the actual builds). Since I had development time available, I could have added more things to the baseline installation since my developers were already "looking under the hood" of the site.
- Starting a variation. Quickly asking for the URL, quickly loads and you're off and running to make your variation changes.
- Targeting the traffic. Their simple sliders and/or input % to allocate the traffic (and how you target them) is very easy to understand and use.
- Adding the script. It generates in seconds after creating a project and elegant in delivering the link to you to use for integration.
- Preview functionality. It sometimes takes a while for the live preview to push to their servers for a full check.
- Google Analytics integration. It allows for the insertion of your account information, but the tracking/tool sometimes would break more complex pages like for a checkout, and then would render our GA data to be incorrect. Took some time to refine the tool / adding additional scripts to get it right. (NOTE: Our GA reporting needs are slightly custom as far as the metrics we're tracking..)
- Editor Settings VS. Live pages to target. It's a bit confusing to understand the difference between the two and sometimes would get confused that I wasn't developing off correct editor setting VS what page(s) I was actually activating the test on.