Optimizely Web Experimentation JavaScript snippet

Optimizely Web Experimentation lets you perform A/B testing (also known as split testing) and multivariate testing across your entire technology stack. In Optimizely Web Experimentation, these are called experiments.

Experiments that you perform on your website are executed via a one-line JavaScript snippet. This single line of code loads Optimizely Web Experimentation on your site and changes the experience for visitors who are randomly bucketed into variations. Other visitors see a baseline or original experience. Optimizely Web Experimentation helps you compare these variations of an experience and determine which leads to a better user experience and more conversions. The snippet determines how changes execute for visitors to your site. Each snippet lives in a project in your Optimizely Web Experimentation account.

The project is a space where you build and manage experiments and track the results.

Optimizely Web Experimentation collects data about your visitors and conversions and runs them through our Stats Engine to show you which variations are winners or losers compared to your baseline so that you can make decisions about which changes to implement on your site.

The following image shows how the process works:

How else can you use Optimizely Web Experimentation?

• Run A/B tests across multiple pages, funnels or flows.
• Run tests that compare two different URLs.
• Use Optimizely Web Experimentation as a content delivery tool: make changes or hotfixes that you can show to all visitors.
• Run separate experiments directed at separate audiences or personalize experiences for those audiences.

Additional resources

• How the Optimizely Web Experimentation snippet works: Order of activation
• Cookies and localStorage in the Optimizely Web Experimentation snippet
• Check that the snippet is implemented
• Custom snippets in Optimizely Web Experimentation