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 Web Experimentation Review
Optimizely Web Experimentation Review
Optimizely Web Experimentation: The Only Site Experimentation Platform You Need
Powerful full-featured experimentation and personalization platform that grows with your program
Opportunities to fine tune the product
Just getting started but all in
Best in class experimentation tool
Optimizely Web Experimentation is the leader in all things CRO
Solid tool for quick experimentation
Optimizely Web Experimentation Is The Only Optimizing Tool You Need
Looking forward to growth
a program for beginner experimentation, all the way to a mature testing & personalization program
Optimizely Experimentation
Great tool for people wanting to grow their experimentation
How Optimizely Web Experimentation Differs From Its Competitors
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Awards
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Popular Features
- a/b experiment testing (88)9.191%
- Test significance (80)8.888%
- Standard visitor segmentation (82)8.080%
- Preview mode (78)6.868%
Reviewer Pros & Cons
- Particularly well. Integrations and kind of playing friendly with others in the sandbox. If you search for any type of technology and Optimizely, ther...
- I think just overall education that there's more than web experimentation. So I think Optimizely was first known for A/B testing, serving two differen...
Video Reviews
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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).
- 9.1a/b experiment testing(88) 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.
- 7.9Split URL testing(72) 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.
- 8.5Multivariate testing(73) 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.
- 7.2Multi-page/funnel testing(68) Ratings
Create an experiment that makes changes across multiple pages, like a funnel or a site-wide experience.
- 6.6Cross-browser testing(48) Ratings
Preview your experiments across multiple browsers at once.
- 5.9Mobile app testing(37) Ratings
Ability to run tests to optimize mobile applications.
- 8.8Test significance(80) 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(72) 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.
- 7.3Advanced code editor(66) Ratings
Allows users to create and edit experiments with HTML, CSS, JS.
- 6.6Page 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).
- 7.8Visitor recordings(18) Ratings
Watch recordings of user sessions to gain insights on site visitor behavior and identify areas to improve site visitor experience.
- 6.8Preview mode(78) Ratings
Preview your experiment before running it live on your site or app.
- 5.9Test duration calculator(53) Ratings
Automatic calculation of the estimated test duration needed to gain statistically significant results.
- 6.8Experiment scheduler(52) 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).
- 5.2Experiment workflow and approval(35) Ratings
Ability to assign different phases of the experiment process to your team and approve next steps for an experiment or campaign.
- 5.4Dynamic experiment activation(31) 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).
- 8.3Client-side tests(48) Ratings
Ability to run client-side tests (e.g. A/B, A/B/n, multivariate, and funnel tests) to test out UI changes.
- 8.6Server-side tests(17) 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.
- 7.8Mutually exclusive tests(36) 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.
- 8Standard visitor segmentation(82) 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.
- 8.4Behavioral visitor segmentation(61) 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.
- 9.3Traffic allocation control(77) 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(54) 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.
- 8.2Heatmap tool(13) Ratings
A tool that shows which elements of the page generate the most visitor engagement.
- 7.9Click analytics(33) Ratings
Click analytics reports display how many clicks certain page elements receive and provides visitor engagement insights.
- 7Scroll maps(17) Ratings
Scroll maps display how far down the page users scroll.
- 5.9Form fill analysis(23) 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.
- 8Conversion 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.
- 8.6Goal tracking(69) Ratings
Enables users to set up key website/mobile performance metrics on their landing pages and track them.
- 8.2Test reporting(72) 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.
- 7.2Results segmentation(48) Ratings
The ability to segment test results by specific criteria (e.g. browser type, device type, source, time of day, campaign).
- 7.8CSV export(46) Ratings
Ability to export test results as a CSV file.
- 7.4Experiments 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
- Competitors
- 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: 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 Video
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 |
Supported Languages | English |
Optimizely Web Experimentation Downloadables
Frequently Asked Questions
Comparisons
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Reviews and Ratings
(480)Attribute Ratings
Reviews
(1-25 of 173)- AB Testing and Multivariate Testing.
- User Interface and Ease of Use.
- Personalization and Targeting.
- Pricing
- Full Stack and Web Pricing.
- Integrations with other tools.
Optimizely Web Experimentation Review
- Particularly well. Integrations and kind of playing friendly with others in the sandbox. If you search for any type of technology and Optimizely, there's some sort of a connection for that or they work with that. We have an integration built in, so it's ease of adoption is very good as well as it's intuitive. You really don't need a lot of coding background or a ton of dev resources, especially in the web experimentation side.
- I think just overall education that there's more than web experimentation. So I think Optimizely was first known for A/B testing, serving two different experiences, "which one performed better?" and continuing with testing. But now with their CMS platform and their commerce platform and they've expanded a lot, I know that there's almost an education gap in all that. It's not just web experimentation. There's a lot more that this does even down to hosting. So I think there's almost an education gap that people go, "I didn't know Optimize could do that. I didn't know I could use them as a solution for that."
Optimizely Web Experimentation Review
- Being able to run multiple experiments for various experiences, whether that's features, web, et cetera - and then being able to create buckets of folks who have done those things and bring them back into my product at Heap. And then sending our vet data over to Optimizely to create more audiences of people and really run that flywheel, so to speak, of experimentation, optimization, and implementation. So it allows me to run more experiments at scale.
- It's tough because for me it would be more logistical things where I would love to see more active co-selling of opportunities where if the Optimizely sales team or their pre-sales team has an opportunity where they know they're looking for a product analytics tool, engage with us early and we can be co-selling it together essentially.
- I do know that for example, obviously it's tough because that's a competitor, but I do know that Google Analytics 4 integration is a thing that people ask for. So I think maybe working on that if only to showcase how bad GA4 is and why they should move over to a product like a Heap, I think.
- UI for users of all levels (from business owners to developers) is clean, simple and easy-to-use
- The in-platform analytics are far and above any competitor, and the combination of Bayesian and Frequentist methods to calculate statistical significance is a huge pro
- The experiment editing and previewing capabilities are seamless, and allow collaborators of all levels to set up and review tests with ease
- The audience set up for personalizations is a little hard to spot at first; could be surfaced more clearly like in the A/b test experience set-up.
Powerful full-featured experimentation and personalization platform that grows with your program
- Easy to set up and get started but offers a full suite of features and tools
- Built-in integrations with your tech stack
- Powerful reporting and analysis built-in
- Raw export of experiment data to internal data warehouse for deeper analysis
- Excellent technical support
- Powerful suite of tools that goes beyond just experimentation (CDP, DMP, CMS, etc.)
- Better program management features
- Complexity of experiments can be limited when only using WYSIWYG editor
- Would like more pre-built widgets or reusable components for easy iterations and evergreen campaigns
- Lacks built-in revenue impact quantification tools
Opportunities to fine tune the product
- Tells us when we hit stat sig
- Builds experiments
- Communication
- Bounce Rate is calculated in a way that's problematic. It should be based on clicks and not if a user hits a second page in a session, but clients don't have the script on all pages in some cases, so this data is wrong and my team learned the hard way after reporting misinformation to management.
- Program Management - Comment field - The field we type in should be extendable. I have to type out messages in word and copy it in because I can't see enough of what I've written.
- Program Management - Comment field - Would love the comment box to save copy if users flip to the attachments or another section. It erases what's been started and you have to start over. Another reason for typing it all out in word and pasting it in.
- In my opinion, the data export is not super helpful; have to manually organize it in excel and clean a lot out.
- In my opinion, it's not a true wysiwg. Requires too much code, so we have to reply on Rapid Ex. Calling it a Visual Editor is a stretch.
Just getting started but all in
- It's fairly easy to use without much formal training.
- The event tracking wasn't as intuitive to me as other tools we've used in the past and required assistance from developers.
- A few more definitions of fields on the page itself would be helpful - specifically URL match - I don't understand the different between simple and exact match.
Best in class experimentation tool
- Ease of use
- Good stats model
- Easy to understand results
- Data cohesion
- Data/analysis presentation
- Analysis repository
- Searchable insights library
- Code recommendations based on previously written tests
- Testing content
- Optimizing flows/funnels
- Reducing risk by directing users
Less appropriate:
- Launching complex features
- Aggregating expected impact of combined tests
Optimizely Web Experimentation is the leader in all things CRO
- Ease of use
- Education
- Calculation
- Desktop app
- Side by side experiment comparison (tabs)
Solid tool for quick experimentation
- UX is user friendly. It was easy to jump in and start playing around within the platform to learn how to use it.
- Flexibility. We are in the early stages of building out a program but I can see the opportunity for setting up experiments using a variety of tactics, implementations, and custom metrics. Using the 'wysiwyg' change interface is an easy way to get started. Having the option for JS will be awesome once we are at full steam.
- Implementation. The single snippet approach makes it easy to get started.
- Guidance on implementation within strict data privacy strategies
- Visual cues and distinction in the platform (also on the CMS too) - Everything is white and tends to look the same. I (personally) find it hard to retrace my steps or find an area I am looking for
- Built-in demo/tutorial prompt when starting different types of experiments. For example, I was setting up a redirect experiment following documentation on Optimizely's support site and could have used an interactive, in-platform demo to go along with it.
- Page setup and being able to reuse the a created paged
- Segmentation and personalizations
- Easy analytics to understand with the confidence interval
- Better GDPR compliance
- Better documentation on Edge vs Web
- Better compatibility with GTM
Looking forward to growth
- It will unlock the ability for us to test within our app that we previously did not have.
- We are still early in the adoption process so that is still TBD
a program for beginner experimentation, all the way to a mature testing & personalization program
- Extensions - allows the company to tailor the tool to unlock certain capabilities
- Developer-friendly, with GA and other integrations
- Intuitive results page that can be shared out
- Hard to use extensions without some knowledge of HTML/CSS
- Inconsistent user counts between GA & Optimizely when it comes to calculating MAUs, hard to be able to forecast budget and overages when our source of truth (GA) differs from our testing platform (Optimizely)
- Impressions model doesn't support scaling personalization experiences - hard to run a serious data driven testing program when you have to cut tests short before 14 days (ideal length to get to any statistical read) in order to save on impressions
Optimizely Experimentation
- Stat sig
- Content drag and drop
- Multi atm bandit
- Easier to work across multiple projects
- Multiple events
- Modals
Great tool for people wanting to grow their experimentation
We moved to Optimizely because we needed to increase our testing velocity, be more assured of our data, and allow for anyone to pick it up and use. It checked all those boxes for us! Great tool.
- Ease of use
- Data integration
- Team collaboration
- WYSIWYG element changes. This capability is buggy. It doesn’t select the right selector, we’ve been told to just grab it from the site in inspector mode. It’s hard to know what did you’re in and making changes. Sometimes it doesn’t stick.
- Data integration. It would be amazing to just have a repository of goals, events, etc. from our GA that we can just use in Optimizely.
- Better organization of our tests. Being able to bucket by campaign, launch dates, etc. would be great!
Best in Class Experimentation Tool.
- Traffic splitting and audience targeting.
- Statistical validation.
- User friendly UX.
- Bulk archive ability.
- Copying experiments between projects.
Industry leading experimentation.
- Experiment design.
- Measurement
- Web editor.
- Metrics
Still the Top Testing Platform.
- Visual Editor.
- Audience Building.
- SPA Features.
- Documentation
- Documentation is strong, but it is hard to find what I'm looking for, especially between Products.
- Snippet performance improvements.
- Knowing when changes are live to the Optimizely CDN outside of an experiment page.
- Speed to launch across all test complexity levels.
- Clear, Robust reporting that builds trust.
- Continue ability to reduce site flicker.
Optimized for your needs
- Best solution identifier
- Predicting how long an experiment will need to run
We currently split our CRO efforts into channel groups that are self managed, and look for problems and opportunities in the funnel and experience and then formulate hypotheses and prioritize based on an ICE method. Ideas are converted into project templates and worked through a pipeline all the way through to experiment creation. Once an experiment concludes we implement winners and iterate. Weekly, all of our channel members come together to discuss experimentation progress and successes, at which point successful ideas are shared across channel. The process then repeats itself.
- Performance
- A/B Testing
- Reporting
- Ease of Use
- Improving the dashboard
- Making organization and bulk updates a possibility
- No current capability for bulk updates - which makes managing a lot of experiments tedious
Web experimentation is not suitable for sites where traffic is low - because statistical significance won't be reached.
Optimizing our Brand with Optimizely
- Event tracking
- Measuring and identifying audiences
- Visual editor to create and make tests
- Management of different projects/sites
- Integration with GA4 (bug identified with our CSM)
- Integration with HubSpot
- Shared experimentation across different projects
- Split testing
- Measuring results
- UI
- Scripted to setup initially in complicated
- integration with 6sense and Drift complex
Image testing
Banner testing
Marketing Team Member - Optimizely Web Experimentation Review
- allowing users to quickly change the order of content blocks on existing site
- organize current tests in a list for the team to view
- Defining pages that are frequently tested for faster work flow
- affecting the cms when the code is slightly more complicated on the back end
- the login/verification process every time is a little annoying
- would like to track the data visually all together in a snapshot of all experiments done on one page over time
Optimizely Web Experimentation Review
- Provides shareable links of reports for broader visibility
- Customizable metrics to report on
- Ability to simulate the preview on different devices
- Statistical significance estimate in the report seems to fluctuate often, with no context or update on what changed and why