Overcome Experimentation Challenges with Optimizely

Experimentation is a powerful way to improve products, enhance user experiences, and drive meaningful results. However, many teams find themselves held back by common challenges.

Setting up experiments often requires significant technical resources and time, making it difficult to move quickly. Interpreting the results can be confusing, leading to hesitation in making decisions. Scaling experimentation across teams or projects feels overwhelming, especially without the right tools in place. On top of that, misalignment between teams can create bottlenecks that slow progress.

Optimizely is here to change that. By simplifying the process, offering reliable insights, and providing scalable solutions, Optimizely helps you overcome these hurdles and unlock the true potential of experimentation.

In this blog, we will look at how Optimizely empowers you to overcome them effectively.

What is Optimizely Web Experimentation?

Optimizely Web Experimentation is a platform that allows you to run website A/B testing, multivariate tests, and personalization campaigns directly on your website, without needing to change the backend code. It is designed to help marketers, product managers, and developers optimize user experience and conversion rates through data-driven experiments. Your teams can validate what works before making full-scale investments. Controlled experimentation delivers actionable insights, enabling smarter decisions, reducing risk, and enhancing digital experiences.

Top 10 Best Practices for Successful Web Experimentation

1. Adopt an iterative experimentation cycle

   Start to plan, launch, learn, and iterate. Let each experiment guide the next, creating a continuous cycle that accelerates learning and optimizes user experiences through data-driven decisions.

   

2. Foster a culture of experimentation

   Embed experimentation into your team’s DNA. Encourage curiosity, empower teams to test ideas, and align experiments with strategic goals to drive innovation and long-term growth.

   

3. Track what matters most

   Focus on key business KPIs—conversions, engagement, revenue impact—not just vanity metrics. Optimizely helps align your testing with what truly moves the needle for your customers and business.

   

4. Use the visual editor for easy experiment creation

   Empower non-technical users to create and manage experiments using Optimizely’s Visual Editor. This speeds up testing cycles and encourages cross-functional collaboration across marketing, design, and product teams.

   

5. Leverage multiple experiment types

   Explore more than just A/B testing. Use multivariate testing to understand interactions between changes and personalization to serve tailored experiences that increase relevance and performance.

   

6. Define specific experiment locations

   Target experiments effectively. Whether it's a landing page, specific element, or funnel step, control where and how your tests run to get clearer, more actionable results.

   

7. Ensure statistical significance

   Don't rush to conclusions. Wait until experiments reach statistical significance to avoid false positives or misleading results. This ensures decisions are driven by reliable data.

8. Test one hypothesis at a time

   Keep tests focused to isolate variables. Avoid running too many changes in one test to maintain clarity on what’s truly driving results.

9. Document and share learnings

   Maintain a centralized record of all experiments, outcomes, and key learnings. Sharing results—successes and failures—builds institutional knowledge and improves future experiment design.

10. Integrate experimentation with product and marketing workflows

    Leverage integrations between Web Experimentation (often used for marketing tests like landing page variants) and Feature Experimentation (used for product feature releases) to maintain continuity across user journeys.

A Real-World Web Experiment Example

Here’s a real-world example of a web experiment:

Hypothesis

Improving the visibility of product detail information and enhancing the clarity of the "Add to Cart" button on the Product Detail Page (PDP) will lead to increased conversions.

Web Experiment Ideas

• Control (A): Current product page layout with product image, description, and standard "Add to Cart" button.
• Variation (B): Updated layout featuring a larger product image and a more prominently displayed "Add to Cart" button.

• Variation (C): Enhanced layout with a larger product image, visible customer reviews, and a sticky "Add to Cart" button that remains visible during scrolling.

Results

• Variation B outperformed Control A by 15% in terms of conversions.

• Variation C outperformed Control A by 25% in terms of conversions.

Success Insight

Larger product images, the presence of customer reviews, and a sticky "Add to Cart" button build trust and improve usability—ultimately encouraging more purchases.

Action

Roll out the new product page layout (Variation C) across the website to potentially boost overall sales and revenue.

This is just one example. Web experimentation can be applied to any element of your website, such as:

• Button colors and text
• Headlines and calls to action (CTAs)
• Form fields and layout
• Navigation structure and information hierarchy

What’s Next?

Web experimentation is no longer a luxury. It’s a necessity for digital leaders aiming to stay ahead in today’s competitive landscape. By leveraging Optimizely Web Experimentation, you can break through common challenges like governance, culture, and consistency, enabling your teams to make data-driven decisions with confidence.

Whether it’s optimizing user experience, increasing conversions, or driving revenue growth, experimentation empowers you to validate ideas, reduce risk, and deliver exceptional digital experiences. By applying best practices and fostering a culture of testing and learning, your organization can unlock its full potential and achieve sustained success.

As a trusted Optimizely partner, Altudo combines deep expertise in digital marketing and technology consulting with Optimizely’s powerful platform to help businesses like yours transform their digital strategy. Ready to elevate your digital strategy? Contact us to discover how Altudo helps you achieve your goals.