Item: Optimizely Web Experimentation
Rating: 9
Author: Diego Polanco

Use Cases and Deployment Scope

We use Optimizely Web Experimentation to perform A/B tests. Since Goolge Optimize closed, we have turned to other options and one of them is Optimizely. The problemas that Optimizely addresses are the need of an advanced experimentation tool where we can perform high level test and not just basic ones. Also, this tool is in my opinion, the tool that better exports data to GA4, among those recommended by Google as substitutes for Optimize.

Pros and Cons

anti-flickering
audiences
test-building
easy to interpret reporting

Improve use for new users. It is hard to get lost at first, even compared with its competition.
Change between accounts is not as easy as in other tools, or at least not as visible as in other tools.
Ease to access. Sometimes I use it on a daily basis and have to log in everytime I use it.

Return on Investment

Time saved as we haven't wasted time doing upgrades to use advance features, as it happens with other alternatives.
Time saved on QA because it always work, unlike other alternatives.
Stay on budget, we know what we are paying for and know that we don't tend to need any upgrades that will cost us more.

Scalability

This is a very scalable tool but as it requires some knowledgment it is sometimes hard to use for other departments whose people may only have basic or no knowledgement. So sometimes it may require some sort of explanation or onboarding that may take some time. But when it comes to scalability from the tool itself, there is no debate about it. Anyone can feel how good is it to start using it with basic test and in no time be using it for advanced ones.

Optimizely Platform Scope

I one word: agility. We have been benefited from the agility the tool provides. The tool is so well structured that it even has an impact on our project management. Different people or even teams can use it and know what their role is and where the project is at some point. Also the tool offers quick implementation, compared to others that may take longer.

Alternatives Considered

VWO and AB Tasty

Optimizely Web Experimentation is perfect for medium or advance use but not for basic use. For basic use or new users VWO would be a better fit, or for users who would do a test once per month with low traffic. Optimizely is more for users or companies who use cro or do experimentation on a daily or at least weekly basis, with a decent amount of traffic.

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?

Yes

Would you buy Optimizely Web Experimentation again?

Yes

Other Software Used

VWO, AB Tasty

Likelihood to Recommend

It is a very good tool if a colleague has a lot of experience using experimentation tools. It is mainly for people who understand the structure of the experiments. I would say this is for medium or advanced users. Optimizely offers a lot of functionalities and only these users are able to make the most of them. I would not recommend it to colleagues who are new in the cro or experimentation world as it is not the easiest tool to use.

Recommended for medium/advance users

Overall Satisfaction with Optimizely Web Experimentation