A useful addition to your digital toolkit
Use Cases and Deployment Scope
Within my organisation I have been mainly leveraging the Optimizely Web Experimentation platform to support our efforts in improving the conversation rate of our selection of products. I've gradually been growing in confidence and exploring the wider features of the tool to make the most of the various features. I started out with more basic experiments to get onboarded with the platform, and quickly found how easy it was to set up multiple variations and segments to narrow the focus. I've had a mix of results across or experiments but I'm constantly learning what works for our audiences and iterating the more familiar I become with the platform. This year is going to be a big focus on our content and webpage structure. I want to ensure I get the right information in front of our customers so they can make informed purchase decisions.
Pros
- Clear and simple requirements for each experiment you create
- A useful browser plug-in to preview and test experiments prior to publishing
- Clear data and analysis tool to share with key stakeholders
Cons
- I would love to see more video tutorials for the onboarding as it can be easier to follow along when learning the tools.
Likelihood to Recommend
I have found Optimizely has been really useful to run some quick experiments to validate the approach to changes to the website, exploring multiple options simultaneously to save time and effort prior to making more permanent changes with our development team.
The biggest challenge has been ensure ideas from the wider business have all the necessary criteria to make them a worthwhile experiment. Encouraging stakeholders to create a proper hypothesis for each experiment has helped focus the minds on the outcomes we're expecting. This also makes the analysis easier once we've concluded a test.
