Optimizely is a website optimization platform, providing A/B and multivariate testing. It enables users with and without technical expertise to make dynamic changes to their websites, test the variations to live traffic and gather immediate results. lets you test easily with low overhead.We utilize Optimizely to test our clients UX on the Magento platform. It is easy to install and there is a handy module for Magento that makes it easy for clients to add the snippet to their site. Optimizely is very easy to use and even better if you have jQuery knowledge. It loads fast and allows you to test many things on the site without a lot of overhead and minimal effort. If you are a savvy user it is easy to work with. If someone isn't savvy and tries to use the editor there is a risk of breaking your site. For example, if working with a product detail page template, be wary of using their WYSIWYG editor on any dynamic information like pricing. It can turn it into a static html element on the page. Overall it's a great tool that allows you to be nimble with your testing and has great reporting on the results of your test.,Test setup is easy and doesn't take a lot of company resources. The impact on page speed is incredibly small. The results dashboard gives great insights to how your test is performing and you can track multiple goals.,I'd like to see more tools comparable to Visual Website Optimizer (VWO). Like user recordings and in page analytics. If you have a dynamic area of information and edit it you pose a risk to making the page templates dynamic data static across the site. Pricing is a great example of this.,8,Increased click through rates from homepages for clients. Improved conversion rates from product detail pages. Tested category pages and increased conversions.,Visual Website Optimizer,Visual Website Optimizer,1,1,Testing CRO for clients Testing internal lead generation,Testing our lead generation funnel using mutliple landing pages / funnels.,Testing checkout processes for our clients.,6,No,Price Product Features Product Usability Product Reputation Vendor Reputation,None, but they change their pricing structure too often and we are considering other vendors.,Implemented in-house,No,Change management was a small part of the implementation and was well-handled,None.,8,Self-taught,It was easy and I became Optimizely platform certified.,6,Implement the snippet high up in the <head> so you avoid any flashing while loading the test.,No - we have not done any customization to the interface,No - we have not done any custom code,No,4,No,They provided a great detailed explanation on testing pricing using a workaround method.,Changing static text or css elements. Viewing the results. They are easy to interpret.,Editing anything dynamic.,No,9Considering A/B testing? Set up in minutes and move the marketing discussion from opinions to results.It is used for website optimization by the marketing team to improve web page and landing page lead conversion rates. e.g. testing call to action, name of tabs, color of buttons, length of forms, whether customer reviews or awards resulted in more leads.,Simple to set up and use Accessible to everyone on the marketing team; no web design technical knowledge required Solid results to make objective business decisions; eliminating well-intended but uninformed opinions,Would be nice to see an overall score trended over time for all tests. i.e. show the team whether overall the type of tests being run are improving or getting worse. Need to ensure this does not discourage testing. Some of the navigation is a little odd e.g. sometime things open in windows/tabs when you'd expect them to remain in the same window.,9,Increased lead conversion rate Increased click-through rate in the triple digits!!!! Decrease team discussion on what was the right thing to do.,9,3,0,A/B Call To Action Testing on Web Pages A/B Call to Action Testing on Landing Pages A/B Page Copy Testing on Landing Pages A/B Customer Testimonial Versus Awards Testing on Landing Pages,Implemented in-house,No,Change management was minimal,9If you just want to get A/B going, just get Optimizely already.Optimizely is used heavily across all our product lines of business' websites. It is primarily managed by our eCommerce team, executing tests asked for by business owners and/or through our own internal website optimization test ideas. The core of adopting Optimizely was to enable us to better manage website testing without the need for extensive development, due to our having a small eCommerce team. Its flexibility (after initial installs and modifications) allow non-technical colleagues to create and manage their own tests, which is vital given I am not able to support all items due to lack of resources beyond just myself. This is critical given the number of tests needed on an ongoing basis for us to continue to refine and improve our overall customer experiences.,Installing it is quite simple for more standard A / B testing. Only taking a few minutes to actually place code on site is a dream and you can almost immediately get tests designed, let alone launched. (If you had the right folks in place at the right time, I cannot imagine you could not get a live test going within a single business day.) Their support team is highly active and responsive to requests for information or troubleshooting. (NOTE: We have the Platinum account giving us more dedicated support staff). They are highly knowledgable and able to answer most questions quickly; else, they are highly effective on researching issues with other members of their organization (which speaks to the company's fluidity) The UI of the tool is very simple to use and elegant in design. That is an essential piece of why the tool is so effective / usable for non-technical staff.,Due to the nature of the tool, it can be difficult to make the tool work correctly with the standard install for tracking tests for more complex web pages, example being checkout pages. Due to checkout pages having a great amount of dynamic content (due to user input of forms, etc), it can conflict slightly with other online marketing tracking. Custom scripting is needed for this kind of testing, so its ease-of-install-use is a harder path for these more complicated pages. There are certain times the online tool will not work correctly and have to relogin via a new browser session. In a crunch time for test creation, it can be a bit troublesome. (But a minor issue.) The tool tends to be a bit "too smart" for tracking the changes made in creating a variation. Example is if you are working to change text on a page, say larger and different color. Through the process of using the tool to make the modifications, you possibly would try different sizes/colors. Each time you make a selection, the change is "logged" for the Optimizely test variation... this creates a great amount of "extra change code" that is unnecessary and have to clear it out via the code editor.,9,Highly effective in providing internal efficiency in getting A/B tests live Has shown us already opportunities to improve overall customer pathing throughout our websites, resulting in more conversions Enables us to quickly remedy serious errors in content and/or add elements to site that may not be able to be added due to other development projects "locking" website code bases. (Recently, we had a large development features update being done, and we needed to launch a small edit to our footer. We used Optimizely instead and took about 5 minutes!),Adobe Test and Target,Google Analytics,Monetate,Magento,10,9,3,I need to test whether content A or content B will engage folks more on my website. (A/B) I need to make an emergency change to the website and our webmaster is out of town. (Legal issues / quick fixes) Would adding advertising to my site (banners) as a revenue stream impact my ability to convert people on my own site?,Adding snippets to my site due to not having ability to embed in actual site code. Quickly hide pages within my site that were not supposed to be made live / but doing so remotely b/c I was not at the machine allowed to access the web server. Utilize it for CSS changes globally across the site using the multi-page test variation.,Developing a full mobile-rich web experience with responsive design techniques / using Optimizely to understand what's working (since mobile optimization is somewhat new for us this year as a focus.) Further split-test variations in relation to online marketing channel advertising / personalization of content.,Implemented in-house,Yes,Change management was a minor issue with the implementation,GA tracking. It would break and we couldn't see conversions via our GA reports for transactions involving tests. Took a bit of time with Optimizely to figure out a solution. Being ready with tests. We were so focused on getting it installed, we didn't have anything on deck to actually test the implementation and had to resort to small minor changes to validate. We could have save a good amount of time had we been able to use the first planned test as the basis for ensuring the tech was working properly. Getting the tech to span across entire website. Due to how our custom platform is developed, it was a bit more difficult than anticipated to install the Optimizely code across every single page of our website.,7,Yes,10,No,We had a big problem -- there was a huge desire to test messaging / layout on our shopping cart page. We were about 2 days from our promised deadline and had a huge amount of traffic coming with planned-for online marketing campaigns. We realized during our build-out that there was an issue with "activating" the variation on the page. Our site code was designed in a way that Optimizely couldn't "see" the elements we were testing unless something was in the cart. Raising the issue with the Optimizely team, they needed about three hours to determine the root-cause of the issue and a proposed solution. They provided this to us same-day and I took it to my development team. We then were able to get this proposed fix in place on our side (effectively creating a small "beacon" for Optimizely to see) and we managed to get the test running just in time. (And the result was great and we ended up installing the variation as our new control!),Starting a variation. Quickly asking for the URL, quickly loads and you're off and running to make your variation changes. Targeting the traffic. Their simple sliders and/or input % to allocate the traffic (and how you target them) is very easy to understand and use. Adding the script. It generates in seconds after creating a project and elegant in delivering the link to you to use for integration.,Preview functionality. It sometimes takes a while for the live preview to push to their servers for a full check. Google Analytics integration. It allows for the insertion of your account information, but the tracking/tool sometimes would break more complex pages like for a checkout, and then would render our GA data to be incorrect. Took some time to refine the tool / adding additional scripts to get it right. (NOTE: Our GA reporting needs are slightly custom as far as the metrics we're tracking..) Editor Settings VS. Live pages to target. It's a bit confusing to understand the difference between the two and sometimes would get confused that I wasn't developing off correct editor setting VS what page(s) I was actually activating the test on.,Yes, but I don't use it,8
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Score 8.2 out of 101
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309 Ratings
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Score 8.2 out of 101

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May 02, 2014

If you just want to get A/B going, just get Optimizely already.

Score 9 out of 10
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Implementation Phases

Yes - Ph1 - Adding standard script to the website

Ph2 - Refine the script to allow for better full-path tracking along side of other OLM tracking (like GA), determined after some initial live tests.

Ph3 - Branching the technology across all other owned websites (each having a small flavor of the OLM and script enhancements.)
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Feature Scorecard Summary

a/b experiment testing (21)
Split URL testing (17)
Multivariate testing (17)
Mutli-page/funnel testing (18)
Cross-browser testing (13)
Mobile app testing (6)
Test significance (18)
Visual / WYSIWYG editor (16)
Advanced code editor (16)
Page surveys (3)
Visitor recordings (6)
Preview mode (20)
Test duration calculator (11)
Experiment scheduler (12)
Experiment workflow and approval (8)
Dynamic experiment activation (6)
Client-side tests (15)
Server-side tests (5)
Mutually exclusive tests (10)
Standard visitor segmentation (20)
Behavioral visitor segmentation (13)
Traffic allocation control (19)
Website personalization (9)
Heatmap tool (1)
Click analytics (9)
Scroll maps (2)
Form fill analysis (2)
Conversion tracking (16)
Goal tracking (19)
Test reporting (19)
Results segmentation (17)
CSV export (10)
Experiments results dashboard (17)

About Optimizely

Optimizely is one of the leaders in digital experience optimization, allowing businesses to dramatically drive up the value of their digital products, commerce and campaigns through its experimentation software platform.

According the 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.

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.

Optimizely Integrations

SessionCam, AdBasis, Oracle DMP (Bluekai)

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Optimizely Technical Details

Operating Systems: Unspecified
Mobile Application:No