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Optimizely Web Experimentation

Optimizely Web Experimentation


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.

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Recent Reviews

Not value for money

5 out of 10
April 24, 2024
We use Optimizely Web Experimentation to launch different experiments in our site. We have different type of audiences, coming from …
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Optimizely Review

8 out of 10
April 23, 2024
We use Optimizely for A/B testing and soft rollouts of changes. This allows us to test and make changes without needing to use engineering …
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Good platform

8 out of 10
April 23, 2024
I have used Optimizely in order to conduct simple AB tests and more complex MVT test to improve an ecommerce website. We had issue …
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Data has no opinions

8 out of 10
April 16, 2024
It's simple for us, we want to make data driven decisions and Optimizely Web Experimentation gives us the tools and data we need to …
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Popular Features

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  • a/b experiment testing (104)
  • Standard visitor segmentation (96)
  • Test significance (95)
  • Preview mode (93)

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Video Reviews

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Optimizely Web Experimentation Review from a Director of Partnerships
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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.

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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).

Avg 8.3

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.

Avg 8.6

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.

Avg 8.5
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Product Details

What is Optimizely Web Experimentation?

Optimizely Web Experimentation empowers marketers to conduct fast experiments and personalization campaigns without relying heavily on technical resources. Marketers can test various user interactions, make website changes backed by data, deliver personalized customer experiences, and do it all from edge networks.

Optimizely provides a single workspace for experimentation collaborators to have control and visibility across their experiments — from setting up experiment components to interpreting test results — ultimately to improve velocity and collaboration, and elevate performance.

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: Results segmentation
  • 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

Screenshot of the visual editor, used to make changes to the appearance and layout of a website.Screenshot of the results dashboard that displays experiment results.Screenshot of the integrations page, where integrations can be enabled.Screenshot of Advanced Audience Targeting: Custom Real-Time Segments provide customers with the ability to create rapidly-updating segments which can be used as audiences for testing or personalization. These segments can be based on profile data, omni-channel behaviors, and AI-based observations.Screenshot of AI Content Suggestions: AI-powered suggestions in the Visual Editor accelerate ideation.Screenshot of Extensions for Edge: reusable elements minimize developer dependency when launching multiple tests with the same element.

Optimizely Web Experimentation Video

Optimizely Web Experimentation Competitors

Optimizely Web Experimentation Technical Details

Deployment TypesSoftware as a Service (SaaS), Cloud, or Web-Based
Operating SystemsUnspecified
Mobile ApplicationNo

Optimizely Web Experimentation Downloadables

Frequently Asked Questions

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.

AB Tasty, VWO, and Adobe Target are common alternatives for Optimizely Web Experimentation.

Reviewers rate Traffic allocation control highest, with a score of 9.4.

The most common users of Optimizely Web Experimentation are from Mid-sized Companies (51-1,000 employees).
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Reviews and Ratings


Attribute Ratings


(1-25 of 117)
Companies can't remove reviews or game the system. Here's why
Score 9 out of 10
Vetted Review
Verified User
We use Optimizely Web Experimentation to conduct A/B-test in order to optimize our digital customer journeys, for various products and service we provide. We usually want to test our hypotheses based on our UX-researches, and get these hypotheses confirmed or rejected by quantitative methods, and A/B-test is one of the methods we use.
  • Test design
  • Test monitoring
  • Test result analysis
  • Documentation tools for tests
  • Easier visualization tool for test variants
  • Statistical significance calculation for alla metrics
The tool is very well-suited in scenarios where AB-test is actually needed. However, it is not very clear in the tool that it can also be used for test of changes when no hypotheses are not available.
Score 6 out of 10
Vetted Review
Verified User
A/B testing of various web experiments on our semi-static published site and our dynamic, complex app focuses on UI changes within a page; in my opinion, the optimized is poorly suited for true feature flag functionality.
  • A/B testing on simple UI changes within one page.
  • Feature flag management of A/B testing of multi-page web flows.
  • Integration with Segment is extremely poor, especially when integrating front-end and back-end signals.
  • Integration with Segment is extremely poor when tying into the web; many excuses are given by Optimizely's advanced tech teams.
A/B testing of a simple UX change or wording change on a single page, where there can be many entry and exit points; crude feature flag support for feature testing if you're willing to write significant, complex, and difficult-to-debug and maintain code unique to Optimizely alongside all your 90+ other SaaS tools.
Score 8 out of 10
Vetted Review
Verified User
Optimizely Web Experimentation is integral to our organization, enabling A/B experiments for user interaction personalization. With features like A/B testing, multivariate testing, and UX/UI testing, we can quickly identify the most effective website elements. It helps us with data-driven decision making, improving user experience, conversion rate optimization and improving our product recommendations algorithms to drive user value and business metrics
  • Ease of experiment setup and tracking
  • Metrics and Monitoring with in-depth event tracking
  • Performance Optimization
  • Integration with Third-Party Tools: Braze, Fullstory
  • Predictive analytics: Provide an estimate of impact based on historical experiment data
  • Experiment Management: experiment scheduling and prioritisation
Optimizely Web Experimentation is well-suited for scenarios where data-driven decisions are crucial to optimize website performance, conduct A/B testing, and UX/UI testing. It empowers teams to make website changes backed by data, personalize customer experiences, and optimize conversion rates efficiently. However, it may be less appropriate for smaller teams with limited resources and scenarios where qualitative insights from UXR studies are needed.
Score 8 out of 10
Vetted Review
Verified User
We're using it to integrate our Amplitude cohorts with Optimizely, so we can automate the delivery of different page content depending on the cohort/audience that the users are in. It's also good for removing the responsibility of deploying different pages by depending on the code changes in the backend. That gives the marketing team the power to move fast and test more hypothesis.
  • Data sync
  • Easy UI/dashboard to check experiments
  • Great integration with many other apps/SaaS
  • Better debugging for new experiments
  • Better cookie-based integration
  • Better API documentation
If you want to check the behavior of specific users, grouped by any type of attributes, like last sign in date, the presence of some cookie key/value. And you can also combine many conditions in an easy way, by using a drag-and-drop UI. It's great to use for marketing websites and landing pages, and track and analyze the users behavior based on the type of content they have received
Diego Polanco | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
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.
  • 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.
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.
April 16, 2024

Data has no opinions

Score 8 out of 10
Vetted Review
Verified User
It's simple for us, we want to make data driven decisions and Optimizely Web Experimentation gives us the tools and data we need to accomplish that. You are not your customer so just making a change and assuming it's the right one won't get you far. You need to get your ideas in front of customers and measure the real impact of those changes.
  • Display of data trends
  • No tech copy changes
  • React has been an issue on targeting for a while but they are working on it. I still feel like I need a dev to help me make sure I am targeting the right element when setting up tracking, etc.
  • Explaining best practices within the setup and UI. i.e. you should run the test for xyz, I see this page has XXX traffic you need sessions
  • Explaining how stat sig is calculated
So far for testing changes within a single page it seems well suited. However, if I wanted to make a change on one page and see how it affects things down the funnel, it seems like there isn't a lot of ability to measure that. Or I don't know how.
Score 9 out of 10
Vetted Review
Verified User
We use Optimizely to run A/b tests on our website to optimize for not only Conversion Rate but also Revenue Per Visitor (RPV). We experiment 1. design: images, layout, color, fonts; 2. product offerings to determine what drives the most RPV; 3. Copy and content to solve the why customers should buy our product and remove nay doubts; 4. website UX features such as Product Matrix vs a Product Builder, Swipe to view vs scroll.
  • Considers every kind of experiment from simple code change, code additions, code removal, javascript functions, CSS changes, and split landing redirects.
  • Very friendly UC interface for easy navigation of implementation of pages, click events, experiment set up, and metric set up.
  • The ability to let me know when something has reach stat sig without having to do complicated math on my own
  • ability to carry UTM parameters through landing page redirects with a click of a button.
  • They only support integration with GA4 if you use GTM (google tag manager). They don't have any way to integrate other tag managers like ensighten.
  • If you don't know how to write html, css, or javascript code the platform can be challenging to use.
  • Like to see more direct funnels. I have an add to cart event, but it triggers any time someone adds to cart, not necessarily if they add to cart from PDP that I am running the test on.
Well suited for companies that get high traffic. Otherwise it will take a long time to reach stat sig. I would not recommend for small business or start ups. It is great if you work on a team or at a company where you feel like only those with the most influence or loudest voice gets their ideas and content implemented. Stop going with gut and get real data to prove out these guesses.
Score 8 out of 10
Vetted Review
Verified User
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!
  • 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.
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.
Score 8 out of 10
Vetted Review
Verified User
At our company, we utilize Optimizely Web Experimentation primarily to conduct A/B testing and multivariate testing on our coupons and deals website. This tool helps us in optimizing web pages to enhance user experience and engagement. The key business problem addressed by Optimizely is the need to understand user behavior and preferences, which directly impacts conversion rates and overall site performance. Our use case encompasses experimenting with various website elements such as layout, content placement, and promotional offers to identify the most effective configurations that drive user interaction and sales. This strategic use of Optimizely enables us to make data-driven decisions that improve the site’s usability and effectiveness in attracting and retaining customers.
  • AB Testing and Multivariate Testing.
  • User Interface and Ease of Use.
  • Personalization and Targeting.
  • Pricing
  • Full Stack and Web Pricing.
  • Integrations with other tools.
Where Optimizely Shines: Best for Large-Scale Operations: Optimizely is exceptionally well-suited for large enterprises with complex, multi-faceted A/B and multivariate testing needs. Its comprehensive functionality is perfect for conducting extensive experiments across various websites and products. Data-Driven Companies: For organizations heavily reliant on data-driven strategies, Optimizely's advanced analytics and detailed reporting are invaluable. It's ideal for businesses that require an in-depth understanding of user behavior to enhance user experiences and optimize conversion rates. E-commerce Personalization: E-commerce platforms aiming to personalize content and offers will find Optimizely's personalization features highly beneficial. This can significantly boost user engagement and sales. Where Optimizely May Not Be the Best Fit: Cost-Prohibitive for Small Businesses/Startups: The high cost of Optimizely can be a barrier for small businesses or startups. These entities might find the platform's advanced features excessive for their basic A/B testing needs, given their limited budgets. Overkill for Simple Testing Needs: For websites requiring only basic A/B testing, Optimizely's extensive suite of features may be unnecessary. More straightforward and budget-friendly tools could serve their purposes more effectively. Not Ideal for Short-Term Projects: For businesses planning short-term experiments or one-time projects, the investment in Optimizely might not offer adequate returns. Simpler, less expensive platforms could be more appropriate for such limited engagements. Conclusion:Optimizely is a powerful tool for web experimentation, but its suitability varies greatly with the scale and nature of the business. It offers significant advantages for large-scale, data-centric enterprises, while smaller businesses or those with simpler requirements might find it less appropriate due to its high cost.
Score 8 out of 10
Vetted Review
Verified User
The example I would always go back to is if we're trying to optimize a purchase funnel, for example, and see where people are following off, where Optimizely comes in would be creating experiments within that purchase flow or user journey. And then Heap would be able to help create buckets or cohorts of people for us to optimize it for people who came in from paid search versus people who came in from email. So being able to create experiments with Optimizely and then using Heap to essentially increase my ability to run more experiments, I think is really where I use the product and the marriage between my company's product and Optimizely.
  • 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.
I think that probably a less appropriate scenario would be just a simple segmentation play where it's just like, show me people who opened an email versus who didn't. I think this is overkill for something simple like that. But then on the other hand, if you literally want to run an experiment of "Did I move this button?" or "Am I showing this page versus that page?" that's much more appropriate for what Optimizely is able to do.
Score 10 out of 10
Vetted Review
Verified User
We needed an advanced a/b testing and site personalization platform to take our team to the next level; Optimizely Web Experimentation simplifies our workflow, enhances and automates much of our analytics, and enables us to both increase our test velocity and run more complex experiments overall. It's both saved us time and effort and led us to better, quicker results.
  • 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.
All UX site testing ideas are well-suited to Optimizely Web Experimentation; for instance, we've tested using a static add-to-bag CTA on PDPs vs. a hybrid sticky and static CTA. Landing page tests for media also run well in Optimizely Web Experimentation, although we focus less on these.
Jason Tabert | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
We use Optimizely Web Experimentation for our Marketing experimentation and optimization program focusing on landing page and funnel optimizations. Client-side experimentation lets maintain a high-velocity experimentation program with less dev overhead and faster time to market. When we discover winning variations we use the tool to serve them as part of always-on personalization campaigns.
  • 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
Optimizely Web Experimentation can be simple to set up and get started but has a huge set of incredibly powerful features that you can grow into as your experimentation program matures. Built-in integrations with popular tools in your marketing tech stack allow you to enhance your capabilities as well as enhance the power of your other tools and platforms. The platform is incredibly flexible and supports easy WYSIWYG editing all the way to very complex multi-page experiments. Client-side experimentation lets marketers test and iterate quickly with less reliance on development release cycles and build high-velocity experimentation programs.
Score 10 out of 10
Vetted Review
Verified User
We primarily use the tool to augment digital marketing efforts - optimizing experiences to improve conversion rates. It allows us to get to market quicker with experience tests, utilizing less resources, and build upon trustworthy results with each iteration. We execute 40+ tests annually.
  • 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.
The speed with which we're able to create and test page variations has been particularly helpful.
Score 10 out of 10
Vetted Review
Verified User
We use Optimizely Web Experimentation to a/b test new design elements and page changes on our website.
  • Ease of use
  • Education
  • Calculation
  • Desktop app
  • Side by side experiment comparison (tabs)
Best suited for people who aren't familiar with a/b testing but also people who know what they are doing.
Score 8 out of 10
Vetted Review
Verified User
We are ramping up an experimentation program, our initial efforts have targeted lower impact changes to content and design. Our marketing organization is going through a web redesign and the goal was to use Optimizely Web Experimentation to help guide this process. We are now shifting towards leveraging Optimizely Web Experimentation as a personalization tool, to focus in on key clients and leads in our industry.
  • 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.
Absolute necessity for B2C ecommerce companies, especially those with high volume of sales. B2B application may vary based on industry. For companies with long sales cycles, it may not be as useful as other martech tools within the Optimizely ecosystem.
Score 8 out of 10
Vetted Review
Verified User
We use Optimizely Web Experimentation for conversion rate optimization. We are always trying to improve our user journey and get customers lower down in the funnel, faster. We are a B2B business so personalizations are becoming an absolute must for us. We never realized the power of personalizations until we got Optimizely Web Experimentation and attended Opticon. We have 3 websites that we use Optimizely Web Experimentation for and are quite happy so far with the service. We do struggle with creating the correct metrics and figuring out which metrics to build but Optimizely Web Experimentation has really helped us improve out user workflow and ux.
  • 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
Anywhere you are trying to gain a better understanding of how customers use your website is an appropriate scenario to use Optimizely Web Experimentation. If you want to improve conversions, understand how customers use your site, understanding your audience and what is important to them, Optimizely Web Experimentation is your go to software to use. We actually want to upgrade so we can use ODP.
Score 7 out of 10
Vetted Review
Verified User
It will allow us to test at scale. We are looking to promote a testing mentality through increased testing and insight generation.
  • 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
It is well suited to enable testing at scale
Score 10 out of 10
Vetted Review
Verified User
I use Optimizely daily for our website. At any given time we are running 3 to 7 tests on our site. Optimizely Web experimentation makes it simple to build out tests no matter the size. There are tests that I can build with the WYSIWYG or my team of developers can build in the code editor. It’s so simple to set audiences, goals, and launch and end dates. With a little bit of training, anyone can use this, which is perfect for our team who moves quickly.

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!
We use Optimizely to run tests to increase sales, user experience, and gain insights into our users. We do redirect tests, and in page changes. We even implement sales/ promo’s through Optimizely to make it simpler for our developers. I love how easy it is to get people involved in testing and thinking about how it works.

It works really well for us because we run a lot of tests on different user flows and audiences. If we were only running a test a month, we wouldn’t be using the breadth of this product. It was great for us to help increase velocity.
Score 9 out of 10
Vetted Review
Verified User
Client-side testing and personalization via consulting services to clients. Used to scale organizations' testing efforts, help make decisions within product roadmap, and solve client's issues. We help with strategy and development services with the tool.
  • 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.
Testing cadence doesn't matter; 1 test/month to 20 tests/month, it's a very well-suited tool to teams of all sizes. Integrates with many analytics platforms. Multi-armed bandit feature is great.
Drew Seman | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
We leverage Optimizely Web Experimentation across dozens of clients -- ranging from direct-to-consumer subscription services to B2B SAAS. Our clients choose to work with us because we can push experimentation platforms to the limit -- from personalization to in-product experiences to offline metric tracking. Optimizely consistently allows us to build high-fidelity customer experiences more rapidly than any other platform. They then couple that development ease with nuanced performance tracking clients can trust. When we put it all together, this is what allows us to build strong, engaged cultures of experimentation with our clients.
  • Speed to launch across all test complexity levels.
  • Clear, Robust reporting that builds trust.
  • Continue ability to reduce site flicker.
The only time we don't recommend is if a site is too low traffic for paying for Optimizely to ever be cost-effective, but the company wants to toe dip into experimentation.
Score 9 out of 10
Vetted Review
Verified User
We use web experimentation on both our web applications; and our Paid Media Landing Page environment to increase conversion rates and to understand our audiences deeper. Optimizely Web Experimentation structures our thought process on how to think about new ideas and how to implement them, while giving us a safe way to actually find which ideas are successful and which ones aren't. At the end of the day, all experimentation is a value add for our business because even if a test fails, that failure can influence further decisions and give us insight into who and what our audiences like.

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 suitable any time a business wants to make a change on the website. Any neutral or positive result should give the business further confidence that an idea is appropriate and successful.

Web experimentation is not suitable for sites where traffic is low - because statistical significance won't be reached.
Score 10 out of 10
Vetted Review
Verified User
Our company is currently using Optimizely Web Experimentation as a means to replace Google Optimize, performing A/B Testing, and creating a platform for all Marketers to contribute new ideas across our Website. We look towards the specific targeting of events, audiences, and measuring our KPIs with the integration of GA4 and in the future, HubSpot.
  • 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
As a means to replacing Google Optimize, the AB testing tool has various tools to address targeted pages, audience groups, event tracking. These are all important to identifying the User journey, and even more so, the measurement of our statistics and goals - all within the contained experiment.
Score 7 out of 10
Vetted Review
Verified User
We use it to test different changes we to our webpages we think will help users understand our product and navigate to the check out process and ultimately make a purchase. We have three brands (across three websites) that we often change the order of information blocks, test new headlines or wording, or swap images to see if they will contribute to a higher conversion rate.
  • 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
If you have a website that is designed well with a cms in place and there is a structured marketing team, Optimizely Web Experimentation is a good tool to use. It offers a place for non engineers to make quick changes that can be captured in one place. The data that is collected in one place is easy for marketing teams to review and make decisions moving forward. It is less appropriate if your current website is not built in a clean manner because the tool is interacting with the code. It gets messy and will require engineer assistance to recode options to test if your back end isn't optimized.
Score 9 out of 10
Vetted Review
Verified User
A/B testing web optimizations to increase conversions on the site.
  • 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
Optimizely Web Experimentation is great for testing simple front-end changes (specific images, layouts, copy).
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