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Further, she was the only person to win two Nobel Prizes in different sciences when she won the 1911 Nobel Prize for Chemistry. She said, “Nothing in life is to be feared, it is only to be understood. Now is the time to understand more, so that we may fear less.”

Experimentation is not only a cornerstone of science, but it is also critical to success in politics, athletics, and business. Companies often have great ideas, but their inability to experiment easily leads to the design of safe and often uninspiring experiences for their customers. In a world that is changing faster than ever before—a world where a customer starts a task on one device and finishes it on another, a world where customers expect companies to know who they are—companies can’t afford to play it safe or they’ll be surpassed by their competition. As leaders in this constantly evolving world, our job is not to have all the answers. Our job is to enable our organization to be brave and experiment.

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That’s why I’m thrilled to announce Optimizely X: the world’s first experimentation platform. Optimizely X empowers executives, marketing teams, product teams, and development teams to make better business decisions and deliver better customer experiences through experimentation. This represents a quantum leap forward in what our customers can achieve, by pushing the boundaries of experimentation and transforming digital experiences for their customers.

With Optimizely X, you can experiment on any channel and any device with an internet connection. Generally available on October 4, here’s a look at the products that make up Optimizely X:

Optimizely X Web Experimentation

Optimizely X Web Experimentation is the easiest and most powerful way to run experiments on a website. We’ve completely rebuilt our industry-leading experimentation product for the modern web, including responsive websites and single page apps. We offer a more powerful visual editor and one-click integrations, which means your entire company can run experiments effortlessly.

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Optimizely X Web Personalization

Optimizely X Web Personalization incorporates all of your 1st-party and 3rd-party data along with behavioral targeting to deliver tailored experiences to your visitors. You can experiment in real-time to fine-tune your customer journey and understand the bottom-line impact on key business metrics. a collage of a person in a hat and a suit

Optimizely X Web Recommendations

Optimizely X Web Recommendations enables you to automatically add product, category, and content recommendations to any webpage. Leverage machine learning to continuously improve your recommendations to deliver hands-off ROI. Experiment on algorithms, placement, and presentation with native experimentation capabilities.

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Optimizely X Full Stack

Optimizely X Full Stack democratizes the power of deep experimentation. Designed for developers, Full Stack runs experiments on any application in the most popular coding languages, including Python, Java, Ruby, and Node with more SDKs to come. It enables product and engineering teams to experiment deeply and broadly across their technology stack, with server-side and client-side testing unified on a single experimentation platform, in areas such as pricing, search result algorithms, or site redesigns. Imagine being able to experiment on an Amazon Echo, Fitbit, VR, connected scale, smart refrigerator, gaming console — you can experiment on any device with an internet connection.

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In this example, Optimizely X Full Stack is used to experiment with two different search algorithms for an e-commerce website (top left and top right.) The Full Stack SDK (bottom left) is fast to implement and the web portal (bottom right) provides statistically valid experiment results, powered by Stats Engine.

Optimizely X Mobile

Optimizely X Mobile is our rebuilt mobile offering for native iOS and Android apps and includes enhanced features and powerful developer tools. Engage customers where they are, regardless of device, by running experiments. You can also instantly roll out new features without waiting for App Store or Google Play review.

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Optimizely X OTT

Optimizely X OTT is a brand new offering to enable experiments in any over-the-top (OTT) TV application using tvOS or Android TV, on customer experiences such as navigation, app layout, site design, featured content, or integrated message testing.

And of course, you can measure the impact of your experimentation in Optimizely X by getting real-time results, powered by Stats Engine. Now you can be confident you’re making decisions based on iron-clad results.

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In a world that is constantly changing, you need a timeless solution: experimentation. Be brave, unlock the creativity within your organization, and experiment everywhere.

Don’t miss the full Optimizely X announcement live from Opticon New York on Wednesday, September 21st: register for the livestream.