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
A solid tool suited for a solid optimization programme (emerging up to connected)
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.
Great experimentation tool
Optimizely: Streamlining Experimentation for Smarter Product Strategy Decisions.
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
How Optimizely Web Experimentation Differs From Its Competitors
Optimizely Platform Scope
Optimizely Platform Scope
Optimizely Platform Scope
Optimizely Platform Scope
Awards
Products that are considered exceptional by their customers based on a variety of criteria win TrustRadius awards. Learn more about the types of TrustRadius awards to make the best purchase decision. More about TrustRadius Awards
Popular Features
- a/b experiment testing (95)9.393%
- Standard visitor segmentation (87)8.989%
- Test significance (87)8.585%
- Preview mode (85)8.080%
Reviewer Pros & Cons
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).
- 9.3a/b experiment testing(95) 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(77) 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(80) 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(75) Ratings
Create an experiment that makes changes across multiple pages, like a funnel or a site-wide experience.
- 7.4Cross-browser testing(52) Ratings
Preview your experiments across multiple browsers at once.
- 7.6Mobile app testing(40) Ratings
Ability to run tests to optimize mobile applications.
- 8.5Test significance(87) 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(78) 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(70) 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(85) Ratings
Preview your experiment before running it live on your site or app.
- 6.9Test duration calculator(59) Ratings
Automatic calculation of the estimated test duration needed to gain statistically significant results.
- 8.1Experiment scheduler(57) 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(39) 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(36) 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(52) 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(21) 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(40) 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(87) 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(67) 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(84) 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(59) 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.
- 8.7Click analytics(33) Ratings
Click analytics reports display how many clicks certain page elements receive and provides visitor engagement insights.
- 8.1Scroll maps(17) Ratings
Scroll maps display how far down the page users scroll.
- 8.3Form fill analysis(28) 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(75) Ratings
Enables users to set up key website/mobile performance metrics on their landing pages and track them.
- 8.1Test reporting(78) 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(48) Ratings
The ability to segment test results by specific criteria (e.g. browser type, device type, source, time of day, campaign).
- 7.6CSV export(50) 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
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- Integrations
- 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 Screenshots
Optimizely Web Experimentation Videos
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 |
Supported Languages | English |
Optimizely Web Experimentation Downloadables
Frequently Asked Questions
Comparisons
Compare with
Reviews and Ratings
(495)Attribute Ratings
Reviews
(51-75 of 180)Optimizely Is A Very Flexible Testing Solution
- Reporting
- A/B Testing
- Support
- Flexible Implementation
- WYSIWYG Editor
- Wordpress Page Builder Integration
- Personalization
Optimizely Review
- A/B tests
- Load page time
- Page Performance on all devices
- Integration with other analytics tools
- Non-code pages (WordPress, example)
- Portugueses support
A good tool for AB testing with high price policy
- It's an easy tool to set up an AB testing process.
- Nice and clear UI/UX.
- The size of the library itself. It contains all of the experiments inside. Tech decision was correct, however, performance metrics for our landing pages went down.
- The new price policy is ridiculously high.
Still learning, but great so far
- User Interface, you don't need to be a developer to update experiments.
- Ability to run more than 1 experiment at a time.
- Simplicity.
- 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.
Best in class but comes at a higher cost
- 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
- Portable
- Awful statistics
- Poor user interface
Optimizely Review from an OTA Product Manager
- 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.
Optimizely a great choice for A/B Testing in Mobile Apps
- Swift support on iOS
- Custom logger
- Event tracking/metrics
- More documentation samples
- Video demos
- Expensive
A Powerful Tool, but with Power Comes Responsibility
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.
Good product
- A/B testing
- 1 too many tests
- Hypothesis testing
- Export function
- Freedom to implement
- Can be used to make bad decisions
Optimizely helped me find a optimal purchase plan
- Enables personalization
- Split testing
- Not take a toll on page speed.
Optimizely Grows With Us
- 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.
- Host experiments
- Monitor in-flight experiments and optimizations
- Stats accelerator
- Snippet integration
- Data visualization with Tableau
- Reporting integration with Google Analytics
My Optimizely Review
- Visual-based
- Easy to use and understand
- Let's you roll out landing page tests within minutes!
- N/A
Optimizely is an effective experimentation platform for companies of any size and has helped our company increase revenue significantly
- 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.
Tricky for Testers Who Don't Read the Manual
- 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.
Optimizely Saves Dev Time
- 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.
Optimizely robust for large experimentation teams but not as agile or well integrated
- 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.
Optimizely Web
- 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
Time-Saving Split-Testing
- 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.
Optimizely makes testing simple and effective
- Customer support.
- Training.
- 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).
Optimizely Review
- 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.
Optimizely is the best tool for on page testing
- 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.
Great for Small to Medium Business looking to test, improve, implement!
- AB Testing
- Allows for quick changes
- Easy to install JS
- Better search functionality when searching for current tests