Learn More: Filter your results and segmentation

Attic and Button’s e-commerce team wants to filter the results of one of their December experiments to look at only Christmas week and learn if the holiday affected visitor behavior. This is one type of segmentation that can easily be accomplished with Optimizely X.

Optimizely shows results based on the behavior of all your visitors, but sometimes you need to know how one group responded over another, or how various device types impacted visitor responses. You can use segmentation to understand your different types of visitors and how each type interacts with your site. You can use a wide variety of parameters to dig into results.

By default, you will see the results your experiment gathered over the life of the experiment compared to the baseline. You can then use a toggle to switch views and view other metrics.

For example, you can filter by date range. Use the Date Range dropdown to select start and end dates for your results page view, then click “Apply.” Now the Attic & Button team can see if shoppers’ behaviors changed over the holiday. As you can see, the variation that displayed christmas stockings saw improvement in conversions for the “shop now” call to action.

Segmenting your results is a powerful way to gain deeper insights about specific groups of customers in order to design data-driven experiments. Not only can you see results based on particular groups’ responses, but you can also leverage segmentation to focus an experiment on a specific group. A variation that may not have performed well overall might have actually been a winner with your mobile visitors, suggesting that you might want to implement this change on your mobile experience but not your desktop version. Or perhaps a change to lifestyle imagery doesn’t perform as well with your male visitors as it does with your female visitors. Segmentation will allow you the opportunity to not only see those results, but also to build experiments specifically geared toward those segments.


Use the Segment dropdown to drill down into a segment of your visitors. For Optimizely X Web Experimentation, the default segments are:

  • Browser
  • Source: Campaign, Direct, Referral, Search
  • Campaign
  • Referrer
  • Device

Sometimes, you may want to see how all your variations compare to one variation in particular -- which may not be the original. Use the Baseline dropdown to select a different variation as the baseline. For example, maybe you had two variations that beat the original, and want to compare them to each other.

To share your results page with stakeholders around your organization, click Share and copy the URL. The link grants access to the results page for that specific experiment. Users can segment data, view charts, filter by data range, and more for that experiment. If you'd like to reset the link that you shared, click Reset Link. Users with the original link will no longer have access to the Results page.