Idea builder is a dedicated tool in Optimizely Web Experimentation that helps you generate experiment ideas using Opal, Optimizely's AI assistant. Provide structured context about your page, goal, and research, and Opal returns specific, actionable test ideas you can save, refine, and act on.
Idea builder works best when you also have additional context ready, such as a heatmap image, qualitative research documents, or notes from your analytics tool. These inputs are optional but improve the quality of generated ideas.
Access Idea builder
Click Ideas.
The Idea builder page displays two tabs: Draft and Saved.
The context panel contains three collapsible sections: Test Setup, Research, and Sources.
Provide page context
The Test Setup section is where you define where the test runs and what you want to improve.
Use the Target by drop-down list to select one of the following:
- URL – Enter a page URL for Opal to analyze.
- Saved page – Select a page already saved in your experimentation account.
- Screenshot – Upload an image of the page you want to analyze. Drag and drop the image or click Add to upload.
In the Goal field, enter the primary outcome you want this experiment to achieve. For example, enter Increase demo bookings or Improve step 1 to step 2 conversion. A clear goal helps Opal focus ideas on the behavior you want to change.
Add optional context
The following sections are optional but improve the relevance of generated ideas:
Research
The Research section lets you add qualitative insights or files that explain user behavior and problem areas. Click Research to expand it.
Upload files such as heatmaps, analytics reports, or user research documents to give Opal visual evidence of user interactions. Drag and drop files or click Add to browse. Each file must be 5 MB or smaller.
In the text field, enter analytics notes, data points, or observations not captured in an uploaded file. For example, enter Bounce rate is 80% for enterprise customers and 50% for small business customers.
Sources
The Sources section lets you reference past tests to inform new ideas and avoid duplication. Click Sources to expand it.
Use the Previous Tests search field to search for and select up to four past experiments. This helps Opal build on existing test results and avoid repeating experiments that did not work.
To remove a test, click X on each test card. To reset the entire context panel, click Clear.
Generate ideas
After providing your page context and any optional inputs, click Get ideas.
Opal analyzes the context you provided and generates experiment ideas. While ideas are generating, Opal displays its reasoning process.
Generated ideas display as individual cards.
Click View Details to expand a card and see the full details.
Each expanded card includes the following information:
| Field | Description |
|---|---|
| Title | The name for the experiment idea. |
| Description | A summary of what the experiment would change. |
| Problem | The user behavior or friction point the idea addresses. |
| Hypothesis | A prediction of how the change will affect user behavior and the primary metric. |
| Why this will work | The rationale behind the idea, including the conversion principle or heuristic that supports it. |
| Sources | The page observations or principles Opal used to generate this idea. |
To remove an idea, click X on the idea card. To regenerate ideas, adjust the fields in the context panel and click Update.
Refine an idea
Click Refine on any idea card to open the Opal chat panel and ask Opal to modify that idea. Click Refine on multiple cards to refine several ideas in one conversation. To deselect a card, click X next to its Refine button.
In Opal chat, describe the change you want. For example, Make this idea more focused on mobile users or Merge these two ideas together.
Click Submit.
Opal generates updated or additional ideas based on your prompt. Refined ideas display at the bottom of the ideas list.
Save ideas
To save an idea for later, click Save on the idea card.
Saved ideas are available on the Saved tab.
To delete a saved idea, click More (…) > Delete.
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