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Powerful full-featured experimentation and personalization platform that grows with your program
October 16, 2023

Powerful full-featured experimentation and personalization platform that grows with your program

Jason Tabert | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User

Overall Satisfaction with Optimizely Web Experimentation

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 has helped us increase our experimentation program velocity
  • Powerful built-in reporting and analysis speeds time to insight
  • Client-side experimentation can be done outside of traditional release cycles
  • Flexible enough to be used across multiple lines of business with different KPIs and goals
  • The platform is easy to use up front but powerful enough to support your program as it matures
  • Integration with other tools like Contentsquare and Heap make deeper analysis easier
  • Raw export to data warehouse lets us join experiment data with other clickstream and behavioral analysis to generate cross-funnel insights and impacts on experiences outside of our Optimizely deployment footprint
Our site has multiple lines of business with wide ranging traffic volumes, from hundreds of visitors a month to millions without any different level of effort. We've deployed it on different frameworks successfully (from WordPress CMS pages to custom-built codebases. Tools like Stats Accelerator have let us gain insights more quickly in lower-trafficked pages and funnels. The ability to use server-side experimentation in conjunction with client-side all in one platform is great. OOptimizely Web Experimentation's full set of powerful features can meet the needs of any size company and any level of experimentation program maturity.
We have both Optimizely Web Experimentation as well as an internally built experimentation platform. That custom built platform is difficult and cumbersome to set up and implement. It requires higher developer overhead. It takes longer to get experiments live. Analysis requires jumping to different platforms or pulling raw data and building reports in other tools like Tableau and require heavier data analyst or data science support. On the flip side, Optimizely Web Experimentation let's you seamlessly move from ideation to experiment build to QA and then results quickly in one platform with less reliance on developer teams and data science support. The reporting interface is easy to understand yet powerful enough for more advanced analysis and segmentation. That said, the platform easy integrates with a number of our other analysis and marketing tools giving us a ton of flexibility and the ability to dive deeper when needed.
Google Optimize was much less flexible for our program needs and requires Google Analytics for analysis and metrics tracking. Optimizely Web Experimentation lets you build any number of metrics which can be much more complex than standard GA goals. Optimizely Web Experimentation works well with multiple tools in our marketing tech stack out of the box. In order to maximize value out of Adobe Target you need to buy more and more into the Adobe environment.
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.

Optimizely Web Experimentation Feature Ratings

8.8
a/b experiment testing
10
Split URL testing
10
Multivariate testing
8
Multi-page/funnel testing
9
Cross-browser testing
8
Mobile app testing
10
Test significance
10
Visual / WYSIWYG editor
8
Advanced code editor
9
Preview mode
10
Test duration calculator
5
Experiment scheduler
Not Rated
Experiment workflow and approval
5
Dynamic experiment activation
9
Client-side tests
10
Server-side tests
10
Mutually exclusive tests
10
9.5
Standard visitor segmentation
10
Behavioral visitor segmentation
9
Traffic allocation control
10
Website personalization
9
9.0
Goal tracking
9
Test reporting
9
CSV export
Not Rated
Platform Integration Features ()
Not Rated

Using Optimizely Web Experimentation

25 - 
  • Marketing
  • Product Marketing
  • Product Management
  • Development
  • User Research