Seamless testing, for even more insights

Test to make every experience better

At Optimizely, we understand that one of the biggest challenges that brands face involves driving impactful changes to their website based on tests and data. Coming in Q1 this year are new ways to enhance cross-collaboration between users and improve experimentation velocity & impact, rendering experimentation exceptionally seamless for our customers. As we start the year strong, the team at Optimizely is excited to announce the following product updates to empower marketers, product managers, and developers to advance CRO initiatives and increase revenue and engagement.

Q1'23 product updates coming to Web Experimentation at Optimizely

Advanced targeting - Optimizely Data Platform (ODP) integration

Customers want to experiment on multiple visitor cohorts because they may have different needs. Using pre-built ODP segments, experiment on unique visitor cohorts such as a marketing list subscriber, past purchaser, or highly engaged shopper.

• Enable a one-click integration without the need for developers
• Have Real-Time Segments (RTS) from ODP readily available for your experiments in the Web audience builder
• Acquire an instant new source of customer data to use for experiment targeting
• Know beforehand the population of the targeted audience to better understand the reach and impact of your experiments

Experiment Collaboration for Web and Feature Experimentation

Scaling an experimentation program requires coordination and planning that can burden existing resources and require additional headcount. Though existing planning tools can help, they aren't purpose-built for experimentation and lack deep integration with Optimizely. With Experiment Collaboration:

• Track tasks in the design, build, and launch of an experiment
• Document the contexts of an experiment - the hypothesis, variations assets, and key learnings - to promote collaboration and preserve discussion
• Orchestrate the program easily using the calendar, timeline, and board views of the team's tasks

Statistical significance notifications for Web and Feature Experimentation

Monitoring experiments results is time-consuming - it requires frequently logging into the app and viewing each experiment's result page. Metrics that reach statistical significance are unanticipated events and require intervention, but users currently don't get notified.

• Receive email notifications when any metric variation in an experiment reaches statistical significance
• Reduce operational risk by being alerted when metrics reach statistical significance - increase productivity by timely concluding/launching experiments

Google Analytics 4 (GA4) 1.0 & 1.1 integrations

GA4 is the new recommended version of Google Analytics. It helps businesses approach evolving measurement standards – i.e measure more user-centric data, deliver a strong analytics experience, predict new insights with machine learning, etc.

The previous versions of Google Analytics – Universal Analytics/Classic Analytics – are some of the most popular analytics tools in use today, but GA4's updated capabilities have been pushing customers to migrate. On July 1, 2023, GA4 will officially replace Google Universal Analytics. 

With our OOTB integrations:

• Integrate Web Experimentation and GA4 1.0 within one click
• Create and manage Google Audiences based on any Web variation with GA4 1.1
• Pull GA reports for experiment data analysis from any Google Audience with GA4 1.1

See the corresponding guides that are right for you depending on your use case below:

• Integrate Optimizely Web with GA4
• Integrate Optimizely Web with GA4 using Google Tag Manager
• Create segments for Optimizely Web in GA4

Extensions for Performance Edge

Customers often recreate slight variations of the same change, such as a styled pop-up or banner bar with relevant copy, but must manually create them every time, leading to extra work and possibily human error.

• Create easy-to-modify reusable components called Extensions to quickly implement new variations when authoring experiments

Component trackers

With Component trackers, we are making it easy to track reusable components - pages, audiences, events, extensions - that are part of your Web Experimentation implementation. This makes it easy for you to delete unused components or track experiments using the wrong component.

Enhance experimentation coverage and improve allocation of time, resources, governance and housekeeping processes.

• Search for an experiment​
• View which Pages, Events, Extensions, and Audiences are used in an active or paused experiment​
• Determine whether collaborators can safely archive components​
• Component Tracking page already available!

Shadow DOM support

Large development teams need to compartmentalize their work, and some use Shadow DOMs to avoid conflicting changes on the same webpage. However, our Web Experimentation product was unable to reach into those Shadow DOMs until now:

• Support Shadow DOM traversing in the Visual Editor to allow customers to select elements within
• Update snippet to be able to apply variation changes at execution time

Sample Ratio Mismatch (SRM)

Roughly 10% of A/B tests run are invalidated because visitor counts in one of the variants has diverged significantly from the intended proportions, causing a Sample Ratio Mismatch. 

• Understand the pervasiveness across our clients and why they occur
• Decrease the number of invalid business decisions customers make
• Get an SRM alert, information about why an SRM is happening and how to fix it
• Increase the number of high-quality experiments

Learn more about Optimizely's roadmap

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Disclosure and Safe Harbor. [2022-8]. This product roadmap is intended to outline our general product direction. It is intended for information purposes only. It may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. Customers who purchase our products should make their purchase decisions based upon features and functions that are currently available. Any unreleased services, features, functionality, or enhancements referenced in any document, roadmap, blog, website, press release, or public statement that are not currently available are subject to change at our discretion and may not be delivered as planned or at all.  The development, release, and timing of any features or functionality remains at the sole discretion of Episerver Inc. (dba Optimizely).