Item: Optimizely Web Experimentation
Rating: 8
Author: Verified User

Use Cases and Deployment Scope

Optimizely is an essential tool for our Conversion Rate Optimization (CRO) program. We use Optimizely to execute small tests quickly to improve our conversion rates. Using this tool, we've been able to drive frequent and consistent incremental gains in performance for various avenues of our business. I also appreciate how self-serve the platform can be. However, they also offer managed support when we need it. Overall, it's a great, useable, easy-to-understand tool for any marketer!

Pros and Cons

Self-serve capability.
Reporting interface.
Support

It can be tricky to use if you don't know how to code.
Metrics/reporting can be confusing.

Return on Investment

Saving money not needing to hire CRO manager.
Driven higher 2-10% higher CVR in certain tests.
Encourages more frequent testing.

Scalability

While granted, I am not the one making the changes to deploy the software; it seems basically as simple as placing the optimized snippet on your site. If you place it in the header, it should reach across your entire site easily. I do think the test setup can be a bit temperamental at times, and having too many cooks in the kitchen can lead to errors. So, I would caution how many people have the access needed to make actual changes.

Optimizely Platform Scope

Having this tool has enabled us to do faster and more frequent testing. This has changed the overall perception of testing internally, and more stakeholders are inspired to suggest/execute more tests. Having a test-forward mentality is crucial to growth. Optimizely helps us collectively stay in that mindset.

Alternatives Considered

Google Optimize

It's slightly more complicated to use, but in my experience, it has more capabilities. Also, Google Optimize was depreciated, so this is definitely the next best platform.

Key Insights

Do you think Optimizely Web Experimentation delivers good value for the price?

Yes

Are you happy with Optimizely Web Experimentation's feature set?

Yes

Did Optimizely Web Experimentation live up to sales and marketing promises?

I wasn't involved with the selection/purchase process

Did implementation of Optimizely Web Experimentation go as expected?

I wasn't involved with the implementation phase

Would you buy Optimizely Web Experimentation again?

Yes

Other Software Used

Google Analytics, Twilio Segment, Branch

Likelihood to Recommend

It's great for small tests like CTA buttons - color, text, placement, page position, etc... it's also great for A/B landing page tests or segmenting traffic across channels into various different flows. If everyone on the team has reporting access, it's easy for individuals to jump in to view in-progress results. I wish it was easier to design tests without code -- similar to an Instapage or something...but if you have a team member who knows how to use it, it's generally fine.

Great tool to get your team into the testing mentality.

Overall Satisfaction with Optimizely Web Experimentation