Item: Optimizely Web Experimentation
Rating: 7
Author: Liza Marino

Use Cases and Deployment Scope

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.

Pros and Cons

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

Return on Investment

less time used on engineering help with the back end
experiments can be set up by non design/engineers saving their time
tracking successful metrics from tests helps implement strategy that has higher CRO

Scalability

It is a helpful option that designers, engineers, and other marketing team members can use individually or as a team. The data collected is organized and you can easily navigate to the different tests being run.

Optimizely Platform Scope

We have benefited from having one landing place for the entire team to visit and view the results of experiments. It has also allowed members of the team to review and implement parts of the projects without needing to take other people's time in check-in meetings or development meetings. Everyone is empowered to complete the process on their own which saves time and requires less collaborative lift in a good way. Designers can work on their stack and engineers on their stack while other members of the marketing team can implement the teams thoughts with Optimizely Web Experimentation.

Alternatives Considered

Google Optimize

Google Optimize was used previously and sunset in October. We were looking for a new system that had similar capabilities that was organized and would allow code manipulation as well as ease of use without touching code so more members of our team could seamlessly implement experiments.

Other Software Used

ClickUp, Slack, Google Meet

Likelihood to Recommend

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.

Marketing Team Member - Optimizely Web Experimentation Review

Overall Satisfaction with Optimizely Web Experimentation