Optimizely Web Experimentation

  • Updated
The Optimizely Digital Experience Platform (DXP) contains many features to support you in your daily work. Depending on how your solution is set up, some features described in this documentation may not be available.

Optimizely Web Experimentation is a powerful front-end tool for A/B testing, multivariate testing, and multi-page (funnel) testing (for information on the differences between these methods, see Experiment Types: AB, Multivariate, and Multi-page). Optimizely Web Experimentation lets you create variations for many page elements (blocks, images, content, buttons, form fields, and so on) and then compare which variation performs best. It measures the number of conversions obtained from the original (control) versus the variation (challenger), and the one that generates the most conversions during the testing period is typically promoted to the design for that page.

Optimizely Web Experimentation includes a visual editor, which is a dynamic WYSIWYG editor that loads your website and lets you adjust the visitor experience for your A/B test (also known as an experiment) however you like. When creating an experiment, you can open any site variations you have created and edit page elements with just a couple of clicks.

If you want to experiment with more elaborate changes to your site, Optimizely also supports adding your HTML and JavaScript with its powerful custom code options.

Image: Optimizely Web Experimentation visual editor

How it works

Creating A/B tests in Optimizely Web Experimentation consists of six main steps:

  1. Configure where your experiment will run.
  2. Create variations so there is something to compare. Make changes to your site with the visual editor or custom code.
  3. Add audiences, that is, who will see your experiment.
  4. Determine how you will measure success.
  5. Set how traffic is split among the variations.
  6. Check the results of your experiment and publish it.

The visual editor

The visual editor enables you to make five different types of changes:

  • Edit a page element
  • Add a page element
  • Add an image
  • Redirect the page to a different URL
  • Rearrange elements on the page

You can also use the visual editor to add pages for a multi-page experiment, edit dynamic or interactive elements of your site, or change the page that loads when you open the visual editor. 

 Video: Optimizely Web Experimentation editor walk-through (3:33 minutes)

For information, see Get started with Optimizely Web Experimentation and The Visual Editor in Optimizely.