TrustRadius Insights for Optimizely Web Experimentation are summaries of user sentiment data from TrustRadius reviews and, when necessary, third party data sources.
Pros
Ease of Use: Users consistently praise the platform for its elegant and user-friendly design, which enhances productivity across various tasks such as A/B testing.
Reporting: The robust reporting capabilities, multi-account support, and advanced settings have been highlighted to be key strengths provided by the tool by reviewers who value detailed results engine provided by the platform.
Streamlining: Additionally, users commend the intuitive WYSIWYG editor for simplifying editing processes and aiding in thorough live and post-test analysis to streamline experimentation workflows. The ease of experiment setup with metrics tracking features further adds to the platform's appeal and has provided a quick streamlining experience.
To identify most desirable options for the customer, test personalisation using holdback tactics and to generate insights using strategies such as painted door.
Pros
Reliable Stats engine
Integration with Opti ODP
Clean UI for managing tests
Cons
Costs are high idlf looking for entry level
Tiered pricing and features can be a little unclear
Likelihood to Recommend
The platform is well suited for testing/optimising elements such as CTAs, layouts, new componens, link destinations, new user flows - but on med/high-traffic sites.
It's less suitable for sites with low traffic, where testing can take a while to yield significant results, or for complex tests requiring heavy backend-heavy changes.
VU
Verified User
Director in Marketing (Internet company, 11-50 employees)
At our company, we utilize Optimizely Web Experimentation primarily to conduct A/B testing and multivariate testing on our coupons and deals website. This tool helps us in optimizing web pages to enhance user experience and engagement. The key business problem addressed by Optimizely is the need to understand user behavior and preferences, which directly impacts conversion rates and overall site performance. Our use case encompasses experimenting with various website elements such as layout, content placement, and promotional offers to identify the most effective configurations that drive user interaction and sales. This strategic use of Optimizely enables us to make data-driven decisions that improve the site’s usability and effectiveness in attracting and retaining customers.
Pros
AB Testing and Multivariate Testing.
User Interface and Ease of Use.
Personalization and Targeting.
Cons
Pricing
Full Stack and Web Pricing.
Integrations with other tools.
Likelihood to Recommend
Where Optimizely Shines: Best for Large-Scale Operations: Optimizely is exceptionally well-suited for large enterprises with complex, multi-faceted A/B and multivariate testing needs. Its comprehensive functionality is perfect for conducting extensive experiments across various websites and products. Data-Driven Companies: For organizations heavily reliant on data-driven strategies, Optimizely's advanced analytics and detailed reporting are invaluable. It's ideal for businesses that require an in-depth understanding of user behavior to enhance user experiences and optimize conversion rates. E-commerce Personalization: E-commerce platforms aiming to personalize content and offers will find Optimizely's personalization features highly beneficial. This can significantly boost user engagement and sales. Where Optimizely May Not Be the Best Fit: Cost-Prohibitive for Small Businesses/Startups: The high cost of Optimizely can be a barrier for small businesses or startups. These entities might find the platform's advanced features excessive for their basic A/B testing needs, given their limited budgets. Overkill for Simple Testing Needs: For websites requiring only basic A/B testing, Optimizely's extensive suite of features may be unnecessary. More straightforward and budget-friendly tools could serve their purposes more effectively. Not Ideal for Short-Term Projects: For businesses planning short-term experiments or one-time projects, the investment in Optimizely might not offer adequate returns. Simpler, less expensive platforms could be more appropriate for such limited engagements. Conclusion:Optimizely is a powerful tool for web experimentation, but its suitability varies greatly with the scale and nature of the business. It offers significant advantages for large-scale, data-centric enterprises, while smaller businesses or those with simpler requirements might find it less appropriate due to its high cost.
We use Optimizely Web for experimenting on the marketing site to improve conversion rate and site performance with ideal content, layout and structure.
Pros
A/B testing
Personalization
Multivariate testing
Cons
Better integration with Clearbit, Segment
Better reporting UI
Likelihood to Recommend
Product is well suited to testing content, redirects and page structure with easy changes to HTML on page to track performance. Product is harder to use for measuring goals beyond just on page clicks as Segment integration is basic.
VU
Verified User
Executive in Marketing (Internet company, 11-50 employees)
As one of my business's most important traffic fonts and a lead generation came from Web Pages we need to focus on this area and we discovered that A/B tests can do a big difference direct on the company and ROI, from the leads, blogs, and other initial and landing pages to sales and sales contact pages.
Pros
A/B tests
Load page time
Page Performance on all devices
Cons
Integration with other analytics tools
Non-code pages (wordpress, example)
Portugueses support
Likelihood to Recommend
Actually, all businesses need a nice internet presence, mainly with websites. From developing these websites and functions to optimizing the page performance Optimizely will do really nice work and make the challenge so easy. If the business has no web designer or developer I think simple software will do the job.
VU
Verified User
C-Level Executive in Corporate (Education Management company, 1-10 employees)
Some of our clients use Optimizely regularly. It's used for A/B testing primarily but usually only for UX teams. Marketing and Analytics teams often do not use Optimizely but are responsible for implementation, as it's primarily leveraged by designers or front end client team members for testing various on-site element changes.
Pros
Lots of documentation and support articles
Optimizely X for server-side experiments is nice, especially with GDPR and ITP etc.
Constant updates to the technology
Cons
Can be overly complex
Not the best for personalization
Not a lot of auto-integrations with other products like Google Analytics and advertising channels
Likelihood to Recommend
For a client that has a large experimentation and UX team, with robust and clear processes this can work. As well as a strong technical team for implementation.
For more lean organizations or ones that are just starting and building out their experimentation teams, other tools like Google Optimize may be more fitting or appropriate.
VU
Verified User
Consultant in Customer Service (Marketing and Advertising company, 11-50 employees)
We have been using Optimizely for over 5 years! As we manage a portfolio of over 50 versions of our site, it's important for us to have a tool such as Optimizely that allows us to properly manage all of our testing and even make small changes on the fly! We are extremely happy with the tool and love its ease of use.
Pros
AB Testing
Allows for quick changes
Easy to install JS
Cons
Better search functionality when searching for current tests
Likelihood to Recommend
We use Optimizely for all our marketing pages, and it's great for when we want to make changes that do not necessarily need a developer to work on.
We use it across 10 to 15 sites, all to test UI/UX, SEO, and conversions.
Pros
User Support: you can see that they at least try to take care of their customers.
The tool was moderately useful for A/B testing with a decently friendly UX/UI.
Cons
Made the mistake of changing prices on existing customers for the same or less features.
Still drags down page performance.
Likelihood to Recommend
I'm sure Optimizely is suited for anything that has users. The problem really is in the current pricing. Funny thing is, they'll fight like no tomorrow to keep you and reduce their prices, however, it's still not worth it for fewer features. This is seriously a case of "if it ain't broke, don't fix it."
VU
Verified User
Engineer in Engineering (E-Learning company, 11-50 employees)
Optimizely provides start-of-the-art infrastructure for running split-and-multivariate content testing on websites & apps. I have seen Optimizely used cross-organizationally, usually implemented by Engineering and utilized by a Product and/or Marketing. Testing can be targeted to ad campaigns, segmented based on visitor type, or started by more complex, programmatic triggers.
By utilizing Optimizely, organizations can test and iterate how content changes affect Key Performance Indicators (KPIs). It provides best-in-class tools to setup testing & customization, as well as tracking it's effectiveness.
I have several clients that have utilized Optimizely in the past, with one client that still uses it.
Pros
Optimizely makes it extremely easy to setup almost any type of split or multi-variate testing experiment. It has a variety of test triggers types & many ways to segment incoming visitors.
I believe Optimizely's results dashboard is one of the best among split testing software. It allowed my team to get insights into the running of tests, like time to significance and a view of metric changes over time.
Optimizely is very easy to use for non-engineers. It has a powerful visual interface that allows marketers and advertisers to setup complex variations without 1 line of code.
In terms of documentation and implementation, I believe Optimizely is ahead of its competitors in terms of its focus on reliability and speed.
Cons
Optimizely is now very expensive. It's pricing models have change a lot over the time I have used it. Now, it has many different plans with no pricing online.
I believe the interface for setting up experiment goals could use improving. Sometimes, there is friction with adding pre-created metrics if you don't remember exactly what they were tracking.
Wish the dashboard had more of awareness of funnels and more funnel-specific reporting.
Likelihood to Recommend
I think Optimizely is a great fit for data-driven organizations that can afford a top-of-the-line testing tool. With Optimizely, you can be sure that performance and reliability will never be an issue with your site. Some split testing solutions can change the end-user experience, but I have had no issues with Optimizely. It is expensive, but provides tools for both engineers & non-engineering departments to implement, run & analyze tests.
