Optimizely Web Experimentation - A Marketing Developer's Perspective

We use web experimentation on both our web applications; uti.edu 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.

It's absolutely fantastic that we are able to make visual changes on the fly, if we need to, from the visual editor. As well as having the code editor, I have not found a use case that Optimizely Web Experimentation hasn't been able to work in, with the exception of exclusionary tests from performance edge. It's amazing that we are able to create audiences, pages, and experiments and then see results all from the same application.