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Web Experimentation

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What is Web Experimentation?

Web Experimentation allows you to test different versions of your website with real users to determine which performs better. Using Optimizely's visual editor and no-code interface, you can create, launch, and analyze A/B tests without requiring technical expertise or developer resources.

Web Experimentation Dashboard

Key Benefits

No-Code Visual Editor

  • Point-and-click interface: Make changes to your website using a visual editor
  • Real-time preview: See exactly how your changes will look before going live
  • Element targeting: Click on any page element to modify text, images, or styling
  • No developer required: Marketing teams can create experiments independently

Risk-Free Testing

  • Split traffic safely: Test with a small percentage of visitors first
  • Instant rollback: Stop experiments immediately if issues arise
  • Staging environment: Preview experiments before launching to live traffic
  • Quality assurance: Built-in checks to prevent broken experiences

Creating Your First Experiment

Step 1: Visual Editor Setup

Optimizely's visual editor loads your website in an iframe, allowing you to make changes directly:

Visual Editor Interface

  • Navigate to the page you want to test
  • Click on elements to modify them
  • Make changes using the intuitive toolbar
  • Preview variations in real-time

Step 2: No-Code Modifications

Text Changes

  • Headlines: Click on any heading to edit the text
  • Button copy: Modify call-to-action button text
  • Product descriptions: Update content without touching code
  • Form labels: Change input field labels and help text

Visual Changes

  • Colors: Change button, background, and text colors using color picker
  • Images: Swap images by uploading new files or selecting from library
  • Layout: Rearrange elements by dragging and dropping
  • Styling: Adjust fonts, sizes, and spacing with visual controls

Element Manipulation

  • Hide elements: Remove sections that may be causing friction
  • Show/hide based on conditions: Display content for specific user segments
  • Add new elements: Insert new buttons, banners, or content blocks
  • Reorder content: Change the sequence of page elements

Step 3: Advanced Targeting (No-Code)

Target your experiments to specific audiences using menu options:

Audience Targeting Interface

URL Targeting

  • Specific pages: Target exact URLs
  • Page categories: Target all product pages or blog posts
  • URL patterns: Use wildcards to target similar pages
  • Query parameters: Target based on campaign sources

Visitor Attributes

  • Geographic location: Target by country, region, or city
  • Device type: Separate experiences for mobile vs desktop
  • Traffic source: Different tests for social media vs search traffic
  • New vs returning: Customize experiences based on visitor history

Behavioral Targeting

  • Page views: Target users who've visited specific pages
  • Time on site: Engage users based on session duration
  • Previous purchases: Target based on purchase history
  • Cart value: Show different experiences to high-value shoppers

Common Use Cases

Call-to-Action Optimization

Test different button designs, colors, and copy to improve click-through rates:

  • Button text: "Buy Now" vs "Add to Cart" vs "Shop Now"
  • Button colors: Test brand colors against high-contrast options
  • Button placement: Above vs below product descriptions
  • Button size: Larger buttons for mobile experiences

Headline Testing

Optimize headlines to improve engagement and conversions:

  • Value propositions: Emphasize different product benefits
  • Urgency: "Limited time" vs "While supplies last"
  • Personalization: Generic vs targeted messaging
  • Length: Short punchy headlines vs detailed descriptions

Layout Experiments

Test different page layouts to improve user experience:

  • Navigation placement: Top vs side navigation
  • Content order: Product images before vs after descriptions
  • Form layout: Single column vs multi-column forms
  • Checkout flow: One-page vs multi-step checkout

Promotional Messaging

Optimize how you present offers and promotions:

  • Discount presentation: Percentage vs dollar amounts
  • Urgency indicators: Countdown timers vs "limited stock" messages
  • Free shipping thresholds: Different minimum order amounts
  • Promotional placement: Header banners vs inline messages

Measuring Success

Built-in Analytics

Optimizely provides comprehensive reporting without requiring additional setup:

Experiment Results Dashboard

Key Metrics

  • Conversion rate: Primary goal completion rates
  • Statistical significance: Confidence in your results
  • Engagement metrics: Time on page, bounce rates
  • Revenue impact: Direct financial impact of changes

Real-time Monitoring

  • Live results: See performance as experiments run
  • Traffic allocation: Monitor how visitors are distributed
  • Performance alerts: Get notified of significant changes
  • Quality assurance: Automatic checks for implementation issues

Custom Goals (No-Code Setup)

Set up conversion tracking without coding:

  • Page visits: Track visits to thank you or confirmation pages
  • Click events: Monitor clicks on specific buttons or links
  • Form submissions: Track newsletter signups or contact forms
  • Revenue goals: Connect to e-commerce platforms for sales tracking

Best Practices for No-Code Experimentation

Start Simple

  1. Single element tests: Begin with one change at a time
  2. High-impact areas: Focus on primary call-to-action buttons
  3. Clear hypotheses: Define what you expect to improve and why
  4. Meaningful differences: Make changes significant enough to notice

Quality Assurance

  1. Preview thoroughly: Test variations on different devices
  2. Check functionality: Ensure all links and forms still work
  3. Mobile testing: Verify experiences work on smartphones
  4. Browser compatibility: Test on different browsers

Statistical Rigor

  1. Sufficient sample size: Let experiments run long enough for meaningful data
  2. Account for seasonality: Consider weekly and monthly patterns
  3. Avoid multiple testing: Don't run too many experiments simultaneously
  4. Document learnings: Keep track of what works and what doesn't

Getting Started Checklist

  • Install Optimizely snippet on your website
  • Identify high-traffic pages for testing
  • Define primary conversion goals
  • Create your first simple A/B test using the visual editor
  • Set appropriate traffic allocation (start with 50/50)
  • Preview variations on multiple devices
  • Launch experiment and monitor for 1-2 weeks
  • Analyze results and implement winner

Web Experimentation with Optimizely empowers marketing teams to optimize their websites independently, making data-driven improvements without requiring technical resources or lengthy development cycles.

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