Standard visitor segmentation (44)
a/b experiment testing (48)
Preview mode (45)
Multi-page/funnel testing (53)
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According to the vendor, by replacing digital guesswork with evidence-based results, Optimizely enables product and marketing professionals to accelerate innovation, lower the risk of new features, and drive up the return on investment from digital by up to 10X.
The vendor states that currently over 26 of the Fortune 100 companies choose Optimizely to power their global digital experiences, including eBay, FOX, IBM, The New York Times and many more global enterprises.
- User Interface, you don't need to be a developer to update experiments.
- Ability to run more than 1 experiment at a time.
- Analytics integration: Often have unexplainable data discrepancies between Optimizely and Adobe/Heap
- Audience Targeting: Often doesn't match our internal source data on groups when they are identified in the same way.
- Incremental gains: How to determine which experiments have the most impact when there may be multiple running.
- 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.
It's great if you want to test something quickly with a third-party script on your page. Quick visual fixes are also great when deployments are not possible.
- The ability for general business users to build experiments. No direct need for coding necessary. Caveat, complex feature or product rollouts may need development effort.
- relatively real-time statistical review of the experiment data.
- API output.
- Management of large volume of experimentation. The ability to review the large scale of the experiment is a convenient manner.
- The incremental increase in page load time due to the Optimizely snippet.
The cost is growing significantly more than competitors.
- Easy to teach
- Awful statistics
- Poor user interface
- It provides an interface to create tests easily.
- It sends out webinars and best practice emails.
- It might be our integration with GA, but it's hard to trust the results at times.
- Traffic allocation-- this might be our implementation, but the users are never 100% on an A/B test.
- Swift support on iOS
- Custom logger
- Event tracking/metrics
- More documentation samples
- Video demos
It allows us to perform minor A/B testing to determine which changes customers respond to when browsing our site and purchasing our products.
- Insert code as the page is rendering. This can be helpful for quick visual fixes or inserting code for testing.
- Performing A/B testing for minor visual changes to the site.
- Collecting all tests in a single interface that allows multiple people to see what's being tested.
- It slows down the rendering of a webpage because it's a third-party script. If you set it to render asynchronously or after the page is rendered, you see flickering.
- This may be how it's implemented, but our web team typically has no idea when tests are going live as there are no notifications set up. Things can get broken on the site without us knowing.
- There's no easy way to see what tests are running and what they affect without going into the management interface.
It's not great (at least it isn't great if you aren't using self-hosting/Optimizely Edge) if you want to have optimal website performance.
- A/B testing
- 1 too many tests
- Hypothesis testing
- Export function
- Freedom to implement
- Can be used to make bad decisions
- The user interface is relatively straightforward, making adopting across the company easier.
- Customer Support is very responsive.
- Optimizely X Web integrates with digital analytics tools (such as Google Analytics) relatively smoothly.
- Optimizely Full Stack is difficult to integrate with digital analytics tools (such as Google Analytics).
- Events can be hard to configure, depending on what kinds of tests you're running.
- It's not the best solution when you're dealing with users who log in and out of a platform frequently, especially across devices. Sometimes the user IDs get confused and you end up with people seeing a control AND variant version (across different experiences).
- Account Service - We have had an exceptional experience with our account team.
- Advanced targeting capabilities - There have been several instances where we have questioned how we are going to segment and target a specific set of users, and thus far Optimizely has always been able to deliver upon our targeting goals.
- Resources for learning - We've found there to be a considerable amount of documentation on Optimizely's capabilities which has enabled us to look into specific topics on our own.
- None at the moment.
- Easy to use and understand
- Let's you roll out landing page tests within minutes!
- It does a great job reporting experiment results and showing when a test wins or loses.
- The UI is designed very well and it super easy to use.
- The customer support is really responsive and helpful.
- The documentation is very deep and helpful.
- Single Page Application testing is a little more difficult than traditional sites.
- API documentation could use more examples.
- QA of experiments could be a little easier. Sometimes the preview links don't load in browser windows or incognito windows.
- Developers seem to be able to set up experiments fairly easily.
- The dashboard allows users to control settings for individual devices for testing purposes.
- Functional on both iOS and Android.
- At least in our implementation, there didn't seem to be a great way to scale the number of individual testers who are able to individually control experiment settings.
- Differences in the experiment stage weren't terribly intuitive to figure out.
- When we first started using it, there was no support for booleans to define the audience. If we wanted to enable an experiment for anyone on version N or higher, we couldn't just say "if version >= N", but had to add each subsequent version individually. I believe this has been addressed in the new version.
- Self code small design changes without dev help.
- Quickly adjust test volumes or turn tests on/off.
- Watching high-level test metrics to know when you have a Stat Sig winner.
- We have had some issues with using it on Single Page App sites.
- There is an initial learning curve.
- Would benefit from improved online courses.
- Lots of documentation and support articles
- Optimizely X for server-side experiments is nice, especially with GDPR and ITP etc.
- Constant updates to the technology
- Can be overly complex
- Not the best for personalization
- Not a lot of auto-integrations with other products like Google Analytics and advertising channels
For more lean organizations or ones that are just starting and building out their experimentation teams, other tools like Google Optimize may be more fitting or appropriate.
- Easy to use for less technically inclined individuals
- Ability to target very specific audiences
- Ability to change traffic allocation of an experiment at any time
- Limited flexibility for developers (Optimizely Web)
- Certain usages can result in performance degradation and/or page flickering, which is detrimental to the user experience
- Lack of support for persistent / longer running experiments in Optimizely Web
- Split Testing. It makes it very clear when one of many options is declared "the winner".
- Targeting classes and other HTML/CSS elements when making changes.
- Serving up different digital experiences to different demographics.
- The preview window is very buggy. Often, tests will break, and something the bugs will cause the website to look wonky and broken as well--when it isn't actually broken. It really needs to be a more seamless experience, because it is sometimes hard to trust the preview window when you're trying to see how the test will look to hundreds of thousands of people.
- Load times. Sometimes the load times for certain pages in the app are very long.
- The HTML editor pane when clicking on an element that has a ton of nested HTML can often bug out and only show the first 10 - 20 lines of code before going completely blank. It would be really awesome if we could fully switch the view to HTML view, choose our elements and classes that way, and then switch back to the Visual view.
- Customer support.
- Making testing simple.
- I would like the ability to force a cache clear on the snippet each time the snippet changes, instead of based on time settings. This may be possible with Optimizely Edge.
- The ability to see changes made to each test individually (not just all changes made).
- Extremely intuitive interface with excellent usability, without sacrificing features. You could almost just read and use some common sense, and be able to use 80%+ of the features the first time you load the tool - incredibly intuitive.
- Drag and Drop/Click and Pull functionality that is present throughout the tool, allows for seamless changes and updates, which can be much more cumbersome in other tools - potentially leading to more errors in campaign setup.
- The WYSIWYG (What You See Is What You Get) Editor is the best that I have personally used.
- Optimizely technical support is second to none, in both their expertise, as well as their friendliness and willingness to help.
- Integrates well with Adobe Analytics.
- One specific point, is I wish Optimizely gave you the ability to copy an audience. It's an extremely simple feature, and one that we've requested, but probably just on the back log currently.
- Sometimes it can take quite some time to upload changes from a campaign to the CDN. It varies by client and implementation, but can be a pain point at times.
- With Optimizely we can make changes in the user interface of any web page. So let's say if you notice any UI related issue of a web page then you can directly fix it through Optimizely with deploying any production build.
- With Optimizely we can implement AB Testing through which we can compare the different versions of the same web page for performance and for better customer experience.
- You can easily enable and disable Optimizely on the website through highly configurable Admin panel.
- Training on the tool for internal business users both on the development and consultancy side.
- Increase in page load time due to the Optimizely snippet.
- A/B Testing
- Testing Reporting
- User Roles
- Has become more complex over time for marketers to use without IT support.
- Tracks conversions really well, but not as strong with testing recurring billing or B2B down funnel when the converter isn't the purchaser.
- Can add page load time since it's render-blocking.
- AB Testing
- Allows for quick changes
- Easy to install JS
- Better search functionality when searching for current tests
- Swapping out content, such as banners or icons.
- Personalizing a landing page based on URL parameters for non-organic or direct traffic.
- Testing new site experiences before developing them fully to validate the business case for the change.
- The integration with Google Analytics is not great.
- Designing changes for responsive design usually requires building a custom extension.
- It can slow down page loads if you don't do a good job archiving audiences and experiments when no longer in use.