Leveraging Optimizely Web Experimentation in the E-Learning Space
Updated January 07, 2025

Leveraging Optimizely Web Experimentation in the E-Learning Space

Steve Phillips | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User

Overall Satisfaction with Optimizely Web Experimentation

We use Optimizely Web Experimentation to perform web experimentation with the goal of increasing conversion, total revenue, and average order value. We like to know what our visitors think of new features and elements our team of marketers look to publish to the site. We use Optimizely at scale, with 12 different websites that I personally test on and another 30+ that our additional team members leverage the tool with.

Pros

  • Optimizely handles multiple websites in an easy to navigate way
  • It provides scaleable solutions for us to grow into as our program matures.
  • Optimizely makes it easy for both content creators and web developers to leverage the tool.

Cons

  • It has a steep learning curve. You need to have some background in testing to be able to adequately leverage the tool.
  • Some points around metrics can be confusing when you first start.
  • It requires a developer to get you set up on the tool. The basic setup elements are not enough to really get usable data from the get-go.
  • Custom metrics are difficult to set up and require a developer to set up.
  • It has informed us on many new designs and their potential impact on the business.
  • It helps us quickly test simple ideas that do not require much work.
We as a company have many websites we own and test on. Optimizely has a user-friendly way to segment these sites and add or remove sites as needed. We have found this very useful since we have multiple Optimization Managers and they can all add to or take away sites as the business requires without impacting others' work.
The tool is great for collaboration. We have designers and developers that think very differently but still are able to understand the tool and leverage its capabilities. It makes it easy for them to jump in, complete their work, provide it for review, and then action on it. It's really nice not having to have developers make new experiences on a separate page or environment. They can just do all their work in Optimizely and we can begin testing.
Honestly, Optimizely Web Experimentation has its pros and cons just like any other tool. We use Optimizely because we have resources here in the country that can help us when e have issues. The support team being local helps a lot so we don't have long wait times to get things worked out.

Do you think Optimizely Web Experimentation delivers good value for the price?

Yes

Are you happy with Optimizely Web Experimentation's feature set?

Yes

Did Optimizely Web Experimentation live up to sales and marketing promises?

I wasn't involved with the selection/purchase process

Did implementation of Optimizely Web Experimentation go as expected?

I wasn't involved with the implementation phase

Would you buy Optimizely Web Experimentation again?

Yes

Well suited: if you want to run quick hit tests to get data fast and get a pulse on how changes resonate with your visitors. It's very easy to set up small tests that don't require any kind of coding to get out the door. Less appropriate: the tool struggles when we test on checkout flows. In our case, each step of the checkout loads on a separate URL and the tool has a hard time holding the visitor in the side of the test throughout the entire flow.

Optimizely Web Experimentation Feature Ratings

7.4
a/b experiment testing
9
Split URL testing
9
Multivariate testing
8
Multi-page/funnel testing
4
Cross-browser testing
8
Test significance
6
Visual / WYSIWYG editor
7
Advanced code editor
9
Preview mode
7
Test duration calculator
5
Experiment scheduler
8
Experiment workflow and approval
8
Dynamic experiment activation
9
Client-side tests
7
Mutually exclusive tests
7
7.0
Standard visitor segmentation
7
Behavioral visitor segmentation
6
Traffic allocation control
8
Website personalization
7
7.0
Form fill analysis
7
Goal tracking
7
Test reporting
6
Results segmentation
7
CSV export
8
Platform Integration Features ()
Not Rated

Using Optimizely Web Experimentation

8 - We collectively work as Website Optimization Managers, each of which focuses on a different part of the business. This helps us specialize based on specific industries, as each one has many different sites to manage. We act as the testing and optimization arm of the company, each sitting in their respective marketing departments.
5 - To support our experimentation efforts in Optimizely we have three developers and two UX professionals. The developers help us set up all our tests that fall outside the Optimization Managers' coding abilities. This is usually most of our larger initiatives, as Optimizely makes it easy to make small changes for quick-hit tests. The UX professionals provide us with mock-ups and wireframes to work off of that align with our brand standards.
  • A/B Testing
  • Multivariate Testing
  • Data-Driven Insights
  • Dynamic Pricing Strategies
  • Complex Multivariate Testing
  • Cross-Platform Consistency
  • Personalization
  • Feature Rollouts
I rated this question because at this stage, Optimizely does most everything we need so I don't foresee a need to migrate to a new tool. We have the infrastructure already in place and it is a sizeable lift to pivot to another tool with no guarantee that it will work as good or even better than Optimizely.

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