Digital transformation is rapidly changing the way enterprises function by deploying tech at scale. Whether it is following a digital-first business model to enhance customer web and mobile experiences, deploying AI to generate business insights, or migrating workloads to a cloud environment. These trends are accelerating and enabling enterprises to automate tasks, make data-driven decisions, enhance digital content delivery, and emphasize improving the entire customer journey.

Businesses are diligently strengthening their digital foundation that focuses on customer experience, reduced costs and maximum customer value. Enterprises do not want to lose their customers anywhere in the funnel due to any bad experience. Around 88% of buyers believe that customer experience is crucial as much as enterprises’ products/services.

Experimentation helps enterprises run multiple experiments based on different strategies, make data-driven decisions, refine offerings, and stay ahead of the curve. It would be right to say that a successful digital foundation is based on a business’ ability to gather customer insights and use it to experiment with CX.

Technology plays a key role in enabling CX-based experiments and Optimizely DXP is renowned for its ability to help organizations personalize at scale.

What is Optimizely’s experimentation feature?

Optimizely is a digital experience platform that helps enterprises create, manage and deliver digital content across all digital touchpoints. It has features like:

• Orchestration to easily create, manage and publish content without technical know-how, making it an efficient content management system.


• Experimentation to run multiple experiments either on websites or mobile apps to analyze what works best for your business.

Businesses use Optimizely Experimentation to create variations of their websites and applications and test them with real users to see which versions perform the best. Whether your customer is on the website or mobile app, you can experiment with its visual presentation via an easy-to-use WISYWIG visual editor or even make changes to its features to analyze customer interaction.

This feature helps businesses optimize customer experiences by understanding customer intent and presenting them content as per their behavior. Businesses can achieve better conversion rates through conversion rate optimization (CRO), increased customer engagement, and a positive impact on ROI.

Source: Optimizely

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How Optimizely’s experimentation feature can accelerate digital transformation?

Optimizely lets you conduct experiments by uncovering customer insights and creating high-performing experiences in the blink of an eye. It eliminates guess work and involves powerful targeting with hyper-personalized messaging, offers and content across all touchpoints.

Enterprises can leverage Optimizely for omnichannel experimentation by simply pasting a snippet of code on pages where they would like to test or track goals. This helps enterprises to not only deliver a consistent promotional message but also measure the effectiveness of each channel and adapt their strategies accordingly leading to a consistent customer experience, better conversion rates, and revenue growth across all channels.

Source: Optimizely

Visual editor

Optimizely's streamlined experimentation workflow enables organizations to create, launch, and analyze experiments at a rapid pace like testing unique User Interface (UI) for mobile apps or running personalized offers on websites. The easy-to-use WISYWIG editor empowers you to edit without depending on developers and help you to instantly iterate changes.

Targeting and Personalization

Enterprise leaders perceive digital transformation pivotal to build a customer-first approach. Optimizely's personalization and targeting features enable you to deliver content and experiences tailored to individual users like suggesting what to watch next or showing a new product recommendation based on previous purchases. Thus, creating personalized experiences and customization can increase the time spent on the website or app and enhance user satisfaction and engagement, driving digital transformation efforts forward.

Controlled segmentation

Transformation initiatives inherently carry risks. Optimizely's feature flags allow you to control which set of users will experience the new features to analyze its impact initially on a small group of users. It even enables you to use Advance Audience Targeting to access your existing customer data. Optimizely’s risk mitigation strategy is very helpful to address issues, if they arise swiftly, without affecting the entire user experience.

Data analysis

Analytics play a pivotal role in assessing the impact of changing marketing strategies and understanding the effectiveness of experiments. It encompasses several key elements, including the tracking and reporting of essential performance metrics like conversion rates and revenue.

For instance, a retail website might use Optimizely to test two different checkout page designs in unique variations and analyze conversion rates to determine which design leads to more completed purchases.

The integration with analytics tools like Google Analytics (GA) facilitates comprehensive data analysis by combining experimental results with broader website metrics, providing broader view of customers' needs and demands.

Easy martech integration

Technology is continuously evolving and it's important for you to choose a platform that supports and integrates with not just traditional but modern technology as well, like Single Page Application (SPA) or Progressive Web Apps (PWAs). Optimizely aims to provide a user-friendly experience for experimentation and optimization which means that you can use the platform with your dynamic websites that have interactive and changing content, without requiring extensive custom coding or modifications. Optimizely's support for SPAs, PWAs, and other dynamic websites allows you leverage its features to create, manage, and analyze experiments and optimizations for web applications

Competitive advantage

Enterprises that embrace experimentation through Optimizely gain a distinct competitive advantage- Optimizely accelerates the entire product lifecycle with higher quality releases, safer tests and faster feature validations. Optimizely's experimentation platform enables businesses to stay agile, responsive, and innovative, by quickly testing and optimizing experiences based on user-feedback, thus, positioning them ahead of competitors.

Conclusion

To be successful in the times of digital transformation, enterprises need to evolve and move with the trends, and adapt a data-driven approach to decision-making, iterate rapidly, and deliver user-centric experiences. Optimizely's experimentation feature provides enterprises with the tools and capabilities they need to experiment effectively and continuously optimize their digital offerings.

To utilize the platform’s capabilities and tools in the best manner, you need an expert partner like Altudo. Our learned and experienced subject matter experts can help your enterprise to learn the art of digital experimentation and how to optimize customer experiences. Our team can help you gain and retain customers throughout the customer journey and continually enhance overall digital experience.

Connect with our experts at marketing@altudo.com to explore Optimizely CMS, and its capabilities to maximize utilization of customer data.