Item: Optimizely Web Experimentation
Rating: 8
Author: Theodore Andersson

Use Cases and Deployment Scope

At our company, we utilize Optimizely Web Experimentation primarily to conduct A/B testing and multivariate testing on our coupons and deals website. This tool helps us in optimizing web pages to enhance user experience and engagement. The key business problem addressed by Optimizely is the need to understand user behavior and preferences, which directly impacts conversion rates and overall site performance. Our use case encompasses experimenting with various website elements such as layout, content placement, and promotional offers to identify the most effective configurations that drive user interaction and sales. This strategic use of Optimizely enables us to make data-driven decisions that improve the site’s usability and effectiveness in attracting and retaining customers.

Pros and Cons

AB Testing and Multivariate Testing.
User Interface and Ease of Use.
Personalization and Targeting.

Pricing
Full Stack and Web Pricing.
Integrations with other tools.

Return on Investment

We saved money by not rolling out product updates that would harm performance.
We improved our SEO.
We have developed a better sense of our users.

Scalability

We are able to use Optimizely to test as few or as many site pages as we'd like.

Optimizely Platform Scope

A notable benefit we experienced was during a phase where we tested several product change ideas. Using Optimizely, we quickly realized that some of these proposed changes, which initially seemed promising, wouldn't positively impact performance as anticipated. This insight was crucial, as it prevented us from investing further in modifications that would not have yielded the desired results.

Alternatives Considered

VWO, Kameleoon and Dynamic Yield

Overall, the tools we compared against were great, but we went with Optimizely because it has all the features we needed and has the market leadership that gave us trust we would be successful in our experimentation efforts.

Other Software Used

Sigma Computing, Snowflake, dbt, Stitch from Talend

Likelihood to Recommend

Where Optimizely Shines: Best for Large-Scale Operations: Optimizely is exceptionally well-suited for large enterprises with complex, multi-faceted A/B and multivariate testing needs. Its comprehensive functionality is perfect for conducting extensive experiments across various websites and products. Data-Driven Companies: For organizations heavily reliant on data-driven strategies, Optimizely's advanced analytics and detailed reporting are invaluable. It's ideal for businesses that require an in-depth understanding of user behavior to enhance user experiences and optimize conversion rates. E-commerce Personalization: E-commerce platforms aiming to personalize content and offers will find Optimizely's personalization features highly beneficial. This can significantly boost user engagement and sales. Where Optimizely May Not Be the Best Fit: Cost-Prohibitive for Small Businesses/Startups: The high cost of Optimizely can be a barrier for small businesses or startups. These entities might find the platform's advanced features excessive for their basic A/B testing needs, given their limited budgets. Overkill for Simple Testing Needs: For websites requiring only basic A/B testing, Optimizely's extensive suite of features may be unnecessary. More straightforward and budget-friendly tools could serve their purposes more effectively. Not Ideal for Short-Term Projects: For businesses planning short-term experiments or one-time projects, the investment in Optimizely might not offer adequate returns. Simpler, less expensive platforms could be more appropriate for such limited engagements. Conclusion:Optimizely is a powerful tool for web experimentation, but its suitability varies greatly with the scale and nature of the business. It offers significant advantages for large-scale, data-centric enterprises, while smaller businesses or those with simpler requirements might find it less appropriate due to its high cost.

Optimizely: Streamlining Experimentation for Smarter Product Strategy Decisions.

Overall Satisfaction with Optimizely Web Experimentation