Optimizely Personalization overview

  • Updated

Optimizely Personalization lets you deliver targeted experiences in real time to different visitors based on their behaviors. Create a visitor experience that feels unique and relevant, increases conversions, and drives engagement. 

Optimizely Personalization's Visual Editor lets you create and preview experiences without using code. You can edit page elements such as buttons, text, and images or rearrange or add elements to a page.


The Campaign Results page tracks key metrics with graphs and measures how well your campaigns performed compared to the standard experience.


Optimizely Personalization offers the following abilities:

  • Create and manage audiences based on data from multiple sources.
  • Build personalized web experiences with a visual editor.
  • Target audiences in real-time.
  • Measure the overall impact of personalization efforts.

Use cases

  • Behavioral targeting – Show visitors a personalized experience based on how they behave on your website. For example, when a visitor shows interest in a specific product, you can adjust their site experience to that interest by showing them the same type of product again.
  • Symmetric messaging – Match your website experience to your ad and email campaigns. When visitors click from an ad on a search engine, social network, or third-party site to your page, the call-to-action (CTA), messaging, and imagery they see on your site should match their ad experience.
  • Category affinity – Use previous browsing behavior to understand visitor preferences and show preferred product categories later in their journey or during future visits. You can do this by using existing events to target based on existing page views.
  • Loyalty promotion – Use existing clues or triggers to offer incentives to increase usage of loyalty tier benefits and move customers up the tier.

Personalization + Web Experimentation

Optimizely Personalization works with Optimizely Web Experimentation to let you experiment with website designs and tailor experiences to specific audiences simultaneously.

You can A/B test your personalized experiences with customers using Optimizely Web Experimentation, create two versions of an experience in a campaign using Optimizely Personalization, and compare how well they perform. See Build Experimentation-in-Personalization campaigns to learn more.

Use cases

  • Test how you segment – Use personalization campaigns to test different types of segmenting, such as by industry or geolocation, and see the impact. When you have a segment that responds to personalization, you can also test how you are personalizing with the content you are showing. If you already know, you can target these audiences that impact your site or content management system (CMS). 
  • Deliver personalized experiences – Use Optimizely Personalization to deliver personalized experiences in your CMS, especially if your CMS does not support personalization. For example, change the copy tone and highlighted products for small businesses and large businesses.
  • Quick website changes – Use personalization campaigns to make a quick change, such as changing a promotion on the homepage or a hero graphic to align with a holiday. This is helpful if you do not have a developer team or cannot get developer support for the change.
  • Merchandising – Tailor the experience on your homepage to an existing audience using a multi-armed bandit (MAB) to understand which experience customers prefer. Set different images or headlines as an MAB depending on the audiences you identified and segmented to let visitors choose their personalization preferences.

Personalization + Optimizely Data Platform

Whether you have only Optimizely Personalization or Optimizely Personalization and Optimizely Web Experimentation, you can use real-time segments from Optimizely Data Platform (ODP) to create and target segments based on attributes or events. This lets you automatically customize content for specific groups. If you have a different customer data platform (CDP), you can also bring that data into ODP for personalization campaigns using the CDP audience sync.