Optimizely: Things You Need to Know Before You Opt in for It

Optimizely: Things You Need to Know Before You Opt in for It

In a digital world that’s constantly evolving, businesses are continually looking for ways to stay ahead of the competition. One of the most effective ways to do this is by optimizing their online presence, and that’s where tools like Optimizely come into play. Optimizely is a popular experimentation platform that promises to help businesses improve their websites and apps through data-driven decisions. Before you opt-in for it, here are some important things you need to know.

1. What is Optimizely?

Optimizely is an experimentation platform that allows businesses to test changes to their websites and applications in order to improve user experience and drive better results. It provides a suite of tools and features that enable A/B testing, multivariate testing, and more. With Optimizely, you can create and run experiments to determine which design, content, or functionality changes resonate best with your audience.

2. A/B Testing Made Easy

A/B testing is a fundamental aspect of optimization, and Optimizely simplifies this process. It enables you to create variations of your web pages or app screens and then divide your audience into groups to show them different versions. By measuring how each version performs in terms of user engagement, conversions, or other relevant metrics, you can make informed decisions about which design or content elements are most effective.

3. Multivariate Testing for In-Depth Insights

If you want to test multiple changes simultaneously, multivariate testing is the way to go, and Optimizely offers this feature. With multivariate testing, you can experiment with different combinations of elements, such as headlines, images, and button colours, to determine the most effective combination for achieving your goals.

4. Personalization Capabilities

Optimizely also allows for advanced personalization. You can tailor content and experiences for specific audience segments based on their behaviour, preferences, and demographics. This level of personalisation can significantly enhance user engagement and conversion rates.

5. Integration with Analytics Tools

Optimizely seamlessly integrates with popular analytics tools such as Google Analytics and Adobe Analytics. This integration enables you to gather deep insights into how your experiments are impacting key performance indicators (KPIs). You can easily track the impact of your changes on metrics like conversion rates, bounce rates, and revenue.

6. Developer-Friendly

Optimizely is known for its developer-friendly features. It offers robust APIs and SDKs that allow developers to integrate experimentation into their workflow without hassle. This ensures that experimentation becomes an integral part of your development process, rather than an afterthought.

7. Comprehensive Experimentation

Optimizely isn’t limited to just A/B and multivariate testing. It also supports server-side experimentation, allowing you to test changes at the server level, which can be crucial for mobile apps and complex web applications.

8. Security and Compliance

When you’re dealing with user data and experimentation, security and compliance are paramount. Optimizely takes these concerns seriously and offers features like GDPR compliance, role-based access control, and security certifications to ensure your data and experiments are protected.

9. Pricing and Plans

Optimizely offers various pricing plans to cater to businesses of different sizes and needs. However, it’s important to note that Optimizely is not one of the cheapest options on the market. You should carefully assess your budget and requirements to determine whether Optimizely is the right choice for your organization.

10. Support and Resources

Optimizely provides robust customer support and a wealth of educational resources, including documentation, webinars, and an active community forum. This support ecosystem can be invaluable as you embark on your optimization journey.


Optimizely is a powerful experimentation platform that can help businesses optimize their online presence and drive better results. However, it’s important to approach it with a clear understanding of what it offers and how it fits into your organization’s goals and budget. It may be beneficial to speak to an Optimizely Partner, like Ultimedia, which has a long history of helping organisations across the globe achieve their digital ambitions.