Introduction

What is Optimizely Experimentation?

Optimizely Experimentation is a comprehensive testing and optimization platform that enables businesses to make data-driven decisions about their digital experiences. It allows teams to test different versions of their websites, applications, and features to understand what works best for their users.

Types of Experimentation

Web Experimentation

Web Experimentation focuses on testing changes to your website's user interface and user experience. This includes:

• A/B testing different page layouts, designs, and content
• Testing various call-to-action buttons, headlines, and messaging
• Optimizing conversion funnels and user flows
• Comparing different navigation structures and page elements

Feature Experimentation

Feature Experimentation (also known as Feature Flags) allows you to control the rollout of new features and functionality:

• Gradually release features to specific user segments
• Test new features with a subset of users before full deployment
• Enable or disable features instantly without code deployments
• Reduce risk by testing features in production with real users

Edge Experimentation

Edge Experimentation delivers ultra-fast testing by running experiments at the network edge:

• Near-zero latency impact on user experience
• Server-side testing without performance overhead
• Global distribution for consistent experiences worldwide
• Advanced targeting and personalization capabilities

Personalization

Beyond traditional A/B testing, Optimizely Experimentation enables sophisticated personalization:

Dynamic Content Delivery

• Show different content based on user behavior, demographics, or preferences
• Create tailored experiences for different customer segments
• Deliver relevant messaging based on traffic source or device type

Real-Time Targeting

• Target users based on real-time data and behavior
• Integrate with customer data platforms for enhanced segmentation
• Create personalized experiences that adapt as users interact with your site

AI-Powered Optimization

• Leverage machine learning to automatically optimize experiences
• Use predictive analytics to determine the best content for each user
• Continuous learning and improvement of personalization algorithms

Connected Systems: Leveraging ODP for Enhanced Experimentation

Optimizely Experimentation becomes more powerful when connected to ODP (Optimizely Data Platform):

Key Benefits

• Audience Targeting: Use ODP's real-time customer segments to target experiments
• Personalization: Leverage customer profiles and behavior data for tailored experiences
• Cross-Channel Consistency: Coordinate experiments with email campaigns and other touchpoints
• Enhanced Measurement: Track experiment impact across the entire customer journey

Example Use Cases

• Target cart abandonment experiments to users with specific shopping behaviors
• Test different pricing strategies for high-value customer segments
• Personalize product recommendations based on purchase history
• Coordinate web experiments with email campaign messaging