The world’s most powerful, industry-leading experimentation platform

Optimizely Web Experimentation is a leading platform designed to help businesses optimize their digital experiences through A/B testing, multivariate testing, and advanced experimentation. It enables you to test different variations of your website, from small UI changes to entire user flows, to understand what resonates best with your audience. The goal is to uncover customer insights, reduce guesswork, and drive higher conversion rates and business outcomes.

No code changes are required for Optimizely Web Experimentation. We provide project-level configuration options that allow you to choose which platform you want to use.

Optimizely Web Experimentation accelerates CRO by providing the tools to rapidly test and learn what drives customer action. It allows you to run experiments on any channel or device connected to the internet, quickly identifying high-performing experiences. By continuously testing hypotheses about user behavior and optimizing based on real data, businesses can make informed decisions that directly lead to improved engagement, increased conversions, and significant revenue growth.

AI is thoughtfully embedded into Optimizely Web Experimentation, with Optimizely Opal playing a key role in supercharging the process. Opal helps marketers and product teams by:

• Instantly generating test variations to overcome development bottlenecks.
• Providing AI-driven suggestions for new test ideas and key metrics.
• Automatically explaining changes with AI Variation Summaries for clear insights.
• Automatically sending more traffic to winning variations for higher conversions. This AI-driven approach makes experimentation faster, smarter, and more accessible.

Optimizely Web Experimentation provides robust analytics to ensure every decision is data-driven. It features Optimizely's industry-leading Stats Engine, which delivers faster, more accurate, and statistically sound results. You can define custom metrics to track specific business outcomes, analyze experiments with an extensive scorecard for quick decision-making, and connect seamlessly with your data warehouse for deeper insights. The platform also offers built-in analytics views, supporting journey and funnel analysis to unlock a comprehensive understanding of user behavior.

Yes, Optimizely Web Experimentation goes beyond traditional A/B testing to offer a comprehensive suite of experimentation capabilities. In addition to A/B tests, you can run:

• Multivariate tests (MVT): To test multiple combinations of changes simultaneously.
• Multi-armed bandit tests: To dynamically shift traffic to top-performing variations, maximizing conversions during the experiment.
• Personalization campaigns: To deliver tailored experiences based on user behavior, context, and intent, which can then be tested for effectiveness. This allows for a more sophisticated and dynamic approach to optimization.

These three Optimizely products create a continuous, powerful optimization loop. Optimizely Analytics identifies opportunities, uncovers user behavior patterns, and informs hypotheses for improvement. These insights then drive Optimizely Personalization to create targeted, tailored experiences for specific audience segments. Optimizely Web Experimentation rigorously tests these personalized experiences to validate their effectiveness and measure their impact. Finally, the results and learnings from experimentation are fed back into Optimizely Analytics, closing the loop and providing continuous insights for further optimization and refinement of your digital strategy.

Yes, Optimizely is fully PCI DSS, ensuring your customer data is handled with the highest levels of security and care.

Optimizely Web Experimentation is engineered for speed and a seamless user experience. It reduces latency and eliminates page flicker by processing tests server-side, often at the edge via a global CDN. This means experiments are deployed instantly and load before the page content, ensuring that visitors see the intended experience without any visual disruptions. This lightning-fast performance is crucial for maintaining a smooth user journey and accurate test results.

Optimizely Web Experimentation's superpower is its ability to transform every digital experience into a definitive, data-backed answer. It eliminates guesswork by providing the fastest, most accurate way to validate ideas and prove impact. By seamlessly integrating with Optimizely Personalization, Analytics, and AI-powered Opal, it creates a continuous optimization loop. This means you're not just making changes; you're continuously learning, adapting, and confidently driving measurable growth across your entire web presence, ensuring every decision is a winning one.