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
Awards
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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
- About
- 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
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Reviews and Ratings
(495)Attribute Ratings
Reviews
(126-150 of 180)Optimizely and Me: A Love Story
- Optimizely has a really powerful WYSIWYG editor. Not every marketing department is blessed with a talented developer. So this puts the power in the business user's hand, without getting bogged down in coding.
- If you are blessed with a talented developer (as we are) you also have the option of doing very advanced coding through the Optimizely program. This gives us flexibility we never had before and a window to testing we never thought possible.
- Optimizely segmentation is a power tool. The ability to customize the testing experience based on the segment is a strong advantage to any testing tool. We haven't even scratched the surface on the segments we can test through.
- It would be helpful to add some advanced reporting. We have some scenarios where to only want to proof our test is to follow a user down a full path which can at times be harder to accomplish. We have solved this problem, mainly, by building customer trigger events.
- A roll-up of past tests and their outcomes might be a nice feature. We have an offline report that our team lead develops at the end of each test.
For a beginner, Optimizely offers great support and an engaging interface to start in the optimization field
- The interface is easy to use and is always improving. I can select tests easily and navigate to goals and audiences with ease.
- The analytics are very detailed, especially with their latest update that shows us totals vs uniques.
- They eagerly engage with their clients, offering suggestions in how and what to test.
- Grouping of related goals together to easily add them to similar projects. There are times when I'm running 10 tests with 12 similar goals. It would be nice to add a group of goals and then edit what else I want or don't want.
- Some of their suggestions do not relate well to the exact context of how your industry works and how customers use your website.
- The ability to hide/display and move goals within the results. It can be done in a spreadsheet but I would really like to see it in the web interface.
If you are wanting to improve your site, use Optimizely!
- Their User Interface is so easy to use. You don't have to be a coder to set up a test. It's simply amazing.
- Their support is by far the best I've ever experienced. They always pick up the phone right away and are so helpful to answer your questions and to also give suggestions on better ways to do your tests.
- Sometimes it's a little tricky using third party jQuery plugins that we have on our site. It's not necessarily bad, but it could be better.
- The reporting is good, but it could be more robust. Simply a data table with a time chart. Would be nice to have more of a graphical interaction for their reports.
Doing it fast with Optimizely
- Optimizely has a very intuitive interface that really makes learning to use the tool quite easy. Even a complete novice can develop and deploy simple A/B tests with minimal effort.
- Optiverse, Optimizely's support forum, is an excellent place to learn how to take your A/B testing to the next level. I've gone from running simple copy change tests to advanced multi-page funnel testing.
- The ability to simply modify existing pages on your site rather than recreating them and redirecting traffic has been immensely valuable and allowed us to deploy tests much faster than we did before.
- I'm often frustrated with how hard it is to monitor results from my phone. I wish there was a mobile optimized version of the results section. I'm often travelling on the weekends and need to check on our tests via my phone. It can be done, but it's a very sub-optimal experience.
- I wish I could see the results of all my active tests on a single dashboard. Currently you have to drill into each experiment individually. Since I sometimes have as many as 10-15 experiments running, a good part of my day is spent monitoring a ton of open tabs for each test.
- Just nitpicking, but it would be nice to be able to reorder your experiment's goals without having to exit editing mode and return to the main projects page.
Optimizely > All Else
- Growing in terms of capabilities.
- Unmatched service.
- Further ecomm reporting.
- The product itself is very user friendly. There are varying degrees of technical expertise on the teams that employ this program. The product's ease of use was a real selling point.
- Their Customer Service has been nothing short of spectacular. We have a dedicated Account Manager who is really attentive to our questions and connects us the the correct person in their organization to help solve any issues we have.
- Their developer API connections offer so many custom solutions that are not included out of the box. As each business is different, this flexibility has been a tremendous asset to continue to help us grow.
- Showcase their users' implementations.
Optimizely Rocks
- Stellar support. Every person we've worked with on the support side has been knowledgeable and super helpful. Top notch for sure, and a great attitude to go along with the support.
- The product is so easy to use. Flexible while being user-friendly. We are able to do things quickly and easily that we could not do - even with consultant support - with competitive software.
- Community. The online community is great - it has great content, frequently updated with lots of people contributing. Most questions can be answered by checking the online community/online support. The community manager, Amanda, rocks!
- Reporting/exporting is a challenge if you want to report on data across multiple campaigns. This may not be an issue for some, but for us we typically have multiple test campaigns set up in support of a particular project. We compile/aggregate results manually. We have to look up/export results campaign by campaign, which is time-consuming.
- While the product, development/engineering, support and community folks at Optimizely are rock stars, their sales folks are not. Most of the people have impressed us in so many ways - so very customer-oriented, as Optimizely tends to be as a company/brand. However, from our perspective it's felt a little like the sales folks are not even part of the same organization. Very 'traditional' salesy. :(
- We'd like to be able to set up multiple 'projects' in Optimizely for better/easier organization. However, each project requires its own code snippet for your site(s). This precludes us from creating multiple projects, and thus it's a little unwieldy in our interface. Also, since we have so many sites and campaigns, our code snippet is much larger than we would like. This again is a symptom of our own organization, where we have many, many sites (unlike many other companies).
Why we're happy with Optimizely
- The interface is extremely easy to use. If you are a novice, the WYSIWYG allows you to easily make simple changes to your site. If you are comfortable doing so there is also the code editor which is powerful enough for you to make dramatic changes to your site.
- Optimizely's support is top notch. This was the primary reason we switched from our previous testing provider. They have extensive knowledge in scripting and are always quick to respond with useful information.
- Optimizely has created a community of A/B testers and optimizers that allows us to share ideas with other groups.
- Optimizely doesn't seem as buttoned up on the sales side as they are on the product and support side. Granted those other groups set a very high bar.
- Optimizely doesn't have a useful engagement metric out of the box. You have to integrate your analytics platform with it which for us was a challenge.
- We were grandfathered in from a Platinum plan which Optimizely no longer uses; they now have Enterprise and Starter I believe. We assumed since we had the Platinum plan that we were converted to the Enterprise plan but when we tried to access certain features we realized that wasn't the case.
- When we started implementing Optimizely on mobile (iOS and Android), the team at Optimizely was particularly helpful in working with the engineers and product team. This really accelerated the process for us to dive in and get started using the product.
- The Optimizely team seems very passionate about helping their customers get the most out of their platform. They are always available to answer an e-mail, support request, forum post, jump on a phone call and even come by for a visit. On the flip side, they are always asking for feedback on the product, which provides a sense that we are working with a living, breathing company.
- Optimizely has spent a lot of time understanding the intricacies of multivariate testing and statistical analysis and made it dead simple to see the results in their product. Even if your focus isn't around data, you can plainly see how your experiments are performing and focus on what you are best at. If you want to learn more, they've provided a lot of resources to help you understand concepts like statistical significance.
- I'd like to see more APIs to be able to export data and integrate it ina data warehouse so that we could perform our own analytics.
- Sometimes it's not obvious how long an experiment will need to run based on a product's existing traffic. Having an estimate integrated directly into the experiment would be very helpful.
- Sometimes I am concerned that they've made things too simple to get in and start running experiments, without having proper constructs on what experiments you should be running and what you are actually testing. Just because you've seen results on testing a button in an early stage of a funnel does not mean your end conversion is going to change.
Optimizely-Improve your website
- A/B Testing
- Goals Results
- Integration with GA
- Storing unnecessary data
Why we chose Optimizely
- Optimizely UX is very easy to use and find what you're looking for / set-up small changes on the site.
- Customer service has been amazing.
- There is a great user community that helps answer questions. Chances are, someone has run into the same issue you're experiencing.
- In some instances page load speed can be affected by the Optimizely tag. Fortunately, in all cases that this has impacted a test, customer service has helped speed up the test.
- Some changes require dev effort. It would be nice if the tool had more functionality to limit dev and design resources.
Your first step in A/B testing.
- Plug and Play
- Transparent
- Helpful
- Make sure that other elements can be tested throughout a back-end experience as well.
Best tool to learn about your client base.
- Ease of use, no need to involve the developers when we want to test on the front-end.
- Stable platform. So far we never had any noticeable outings or downtime because of it.
- Powerful tools for advanced users. Writing your own code and skipping the WYSIWYG editor is a breeze.
- The company is industry leading, hence the pricing is adjusted accordingly. Makes sense for bigger companies, not so much for small businesses - unless of course they can leverage use on a daily basis with significant results.
Optimizely Should Be Your Testing Software of Choice!
- Easy to use
- Analytics and data is easy to comprehend
- Very fast learning curve to be using the product to its fullest!
- Ability to auto-pause experiments at a set time.
Great product, amazing team perfect for A/B testing
- Product is very easy to implement and to ramp up with. Even non developers can use it.
- Extremely easy to manage your experiments, to turn them on/off and dashboard very user friendly.
- Great capability for user targeting, traffic allocation, etc.
- Reliable analytics tool (they've made a lot of progress in 2015 with their new results page).
- Amazing team, very nice to work with, always on top of things and very efficient technical support.
- Using Optimizely has enabled us to double our testing velocity.
- We also use optimizely for promotion campaign or quick bug fixes.
- Sometimes the software can be slow, the dashboard takes some time to load, etc.
- We still use our internal tool for more complex tests with back-end part.
- I am still paranoid about the flicker and don't use Optimizely for big tests if it is above the fold.
- You can set up an experiment without any assistance from your IT staff (after implementation). We don't have to request and wait. We just create a test, deploy and learn.
- The software is fairly easy to use, flexible and powerful–even for a non-coder.
- The reporting is really easy to digest and gets you a detailed picture of your test and your testing goals. If you choose to implement the test 100% that is simply a click away.
- The reporting could be better, maybe more standard. We use Google Analytics on top of the Optimizely reports to verify and dig deeper.
- If you aren't careful you could easily break your site. This isn't a flaw exactly, but is a potential pitfall.
- I've heard complaints from IT staff that Optimizely adds too much weight to the page loads.
- A/B testing configuration ease & deployment
- A/B testing results
- Content managment system through Javascript
- Personalizating different audiences
- Mobile App for account management
- Mobile Web responsive
- Results Exporting
Optimizely is Best-In-Class!
- It's very easy to set up tests
- Their tech support is amazing
- it gives very quick and strong results.
- I would have liked to see improvements with the sitecatalyst integration.
Great tool overall, challenging for complex media sites
- Testing CTAs (calls to action)
- Simple HTML changes
- Measurement
- Analytics Integration (Google, SiteSatalyst, etc.)
- Easy to use visual editor
- customer support
- Hard to run significant tests without a major development investment on our side--it seemed like it would be a lot easier to implement tests without the help of our dev team
- Seems slightly less well-suited for media sites or sites where the KPIs are more complex than e-commerce sites (simpler KPIs such as click here or buy now)
Optimizely user review
- A/B testing of landing pages
- Really easy to use
- Very intuitive
- Dasboard could be more obvious and less ambiguous
- Simpler dasboard with bubbles to explain what each feature does
Using Optimizely Has Been a Boon For Our Business - Read this review to find out why
- Split testing unique value propositions - Honestly, split testing text could not be any easier AND the reporting that we're able to deliver is top notch.
- Experiments that allow you to segment visitors in a variety of ways. One example - first time visitors often behave much differently than repeat visitors. With Optimizely, you can set up tests that are unique to each group.
- Split testing by traffic source. Need a test just for Facebook users? Twitter users? Or any other referral source can be set up in a matter of minutes.
- When you look at the price point of the platform there really aren't any "weak points" but as this format requires you to list something here they are.
- Reporting is great but I'd love a way to export all segments a bit easier like in Google Analytics. I've heard the Optimizely team is working on this so we should see it soon
- I'd love a client manager like the "My Client Center" in google adwords we use to manage multiple paid search accounts with a single log in.
Test - get data - and decide!
- Editing test variants
- Integrating with Analytics
- Needs a little work on targeting - specificaly how it uses Cookies - it needs to spell out the exact full value - it would be good to use RegEx
Optimizely - It's Good
- Provides a dead simple way to get up and running with AB and MVT testing on your web properties via its super simple installation and highly intuitive variation WYSIWYG based editor.
- Open and transparent with its inner workings. Curious what that WYSIWYG editor is actually doing? Optimizely provides full access to all variation code. Don't like WYSIWYG editors? Handwrite the standard Javascript based variation code yourself. Uncomfortable with code executing on your site that you can't see? Simply append the "optimizely_log=true" parameter to any URL on your website with an experiment running and check the Javacript console. You'll see a highly verbal log of all that is happening. Want to programmatically execute experiments yourself? Checkout Optimizely's extensive API (https://www.optimizely.com/docs/api)
- Not just for beginners. Being "enterprise" doesn't have to mean being hard to use. See comment above.
- Very competitively priced.
- Offers competitive segmenting capabilities which allow you to target experiments based on location, operating system, device type, referral, javascript variables, cookie values, URL patterns of all kinds, and more.
- Supports mobile web testing with intuitive tools and emulators to create experiments specifically for mobile and tablet devices.
- Allows you to create custom user segments that can be reused across experiments.
- Ability to organize and group experiments under "Projects" which can have their own granular user permissions. Ex: Give a partner or member of your team admin access to one set of experiments and read-only access to others.
- Provides a very simple set of tools to create and track custom experiment goals such as "mouse click" events on a specific button or traffic goals to a specific URL.
- Ability to demo the product immediately without an initial sales call.
- With a recent $28 million round of investment, you can feel confident that Optimizely has the funding to stay in business for a long time and continue to disrupt this market. (http://blog.optimizely.com/2013/04/10/optimizely-raises-28-million-to-go-global/)
- Optimizely does not support the use of alternative algorithms for judging experiment winners such as those of the "bandit" and "adaptive" nature. I can only imagine that doing this would be highly complex, but the ability to select different algorithms could be killer and a true differentiator. I know of no other optimization software vendor that provides algorithmic choices for judging experiment performance.
- Optimizely is not yet able to ingest and segment off of more advanced and / or custom data sources such as your own CRM data, weather and census data, data from re-targeters like BlueKai, and other fancy data sets that some of the other major players have. There are ways to build work arounds via their segment API and custom targeting variables, but it would be nice if more advanced, pre-built segmentation conditions were included in the product.
- The integration with Google Analytics, while extremely easy to set-up, leaves a bit to be desired. Its dependent on Custom Variable slots of which you only get 5 if you are not GA Premium (most aren't), and it does things with visitor scope that make repeat visit conversion tracking challenging to do over the course of an experiment without custom Google Analytics JS code to manually set GA visitor scope. That said, there are also work arounds for this as well.
- There's no experiment version control. You'll often find yourself having to hard refresh while editing variations within an experiment without saving to revert your changes. Not the end of the world because there is this and other work arounds, but it's a nice to have. Again, it's important to point out that few have others have this capability.
Expensive But Awesome and Powerful Optimization Tool
- Easy to set up test variations, either with their visual tools or with Javascript.
- Easy to describe goals - can be clicks on a page element, page views, or custom Javascript.
- Can segment and target visitors based on URL, referral information, custom Javascript conditions, or a number of other variables.
- Good for previewing and testing variations prior to launching tests - has great live preview functionality and integrates with cross browser testing tools.
- Has good flexibility and control over implementation - especially important for avoiding the flash of unstyled content problem, as well as Javascript race conditions.
- API lets you integrate with Google Analytics or other third-party analytics system.
- Javascript frontend sometimes loads slowly or requires refresh to load completely.
Considering A/B testing? Set up in minutes and move the marketing discussion from opinions to results.
- 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.