Item: Optimizely Web Experimentation
Rating: 10
Author: Verified User

Overall Satisfaction with Optimizely Web Experimentation

Use Cases and Deployment Scope

We use web experimentation to A/B test new functionality on our website. The goal is to improve the conversion rate.

Pros and Cons

Pros

I don't have a strong statistics background, so the thing that I really love about web experimentation is the stats engine. It makes understanding the impact of the experiments that we run a lot easier to understand. It calculates statistical significance and takes away all of the guesswork and the complicated formulas that go into that.

Cons

One of the areas that we struggle with when we are running experiments, which have a non-conversion rate objective. So things like revenue metrics where it's not a yes or no answer. We have to use other reporting tools to get information on how those metrics are being impacted. So wish there was a more easy way to track those kind of metrics. Average order value through Optimizely, that would be really, really useful.

Return on Investment

I think all of those, so conversion rate improvement is the key one for us so far this year. Through experimentation on optimizing, we've grown conversion rate by about 4%.
We've also launched a number of personalization campaigns using the new contextual multi-arm bandit capability through Optimizely. And in certain campaigns that has resulted in an increase in click-through rate of 100 percent, which is really, really strong.
It's also acted as a tool to de-risk the launch of certain initiatives. So we're going through a technical re-platform at the moment. We've used A/B testing as a way to soft launch that into the market, to certain audiences, to a certain proportion of traffic. And that saved us time and money because it's reduced the impact of any bugs that we've not managed to catch before launch through limiting the exposure to the market.

We use web experimentation heavily. We don't use optimize the analytics at the moment. So we've probably run, I would say on course for 300 experiments in 2025 at an aggregate level. I think over 4 million sessions on our website have involved an element of experimentation and I think so far this year we've delivered a 4% increase in conversion rate through successful experimentation experiments that we've gone on to roll out to a hundred percent of customers. So we've benefited greatly.

Alternatives Considered

I'm new to Experimentations. This is the only product that I've used.

Key Insights

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

Not sure

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?

Yes

Would you buy Optimizely Web Experimentation again?

Yes

Other Software Used

Glassbox, Google Analytics

Likelihood to Recommend

I think it can serve the whole spectrum of experiences from people who are just getting used to web experimentation. It's really easy to pick up and use. If you're more experienced then it works well because it just gets out of the way and lets you really focus on the experimentation side of things. So yeah, strongly recommend. I think it is well suited both to small businesses and large enterprises as well. I think it's got a really low barrier to entry. It's very easy to integrate on your website and get results quickly. Likewise, if you are a big business, it's incrementally adoptable, so you can start out with one component of optimizing and you can build there and start to build in things like data CMS to augment experimentation as well. So it's got a really strong a pathway to grow your MarTech platform if you're a small company or a big company.

Optimizely Web Experimentation Feature Ratings

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Optimizely Web Experimentation Review