Having previously been using google website optimizer as an A/B testing tool, Optimizely more or less revolutionised the way we approach conversion optimisation projects. It went from being quite a long, drawn-out process of designing a new variation, building and coding the variation, uploading the variation and then running the test to much more of a streamlined, iterative process where the time from design being signed off to test being live was cut down by about 90%. Simple, quick changes that can be made using the drag and drop interface now take half an hour to create, QA, de-bug and set live where it used to take a whole string of back and forth between whoever was running the test and whoever was hosting the variation pages. It’s now normal for me to be setting up and running five tests per week on any given client, where before I would be managing one, maybe two tests per month. In short Optimizely has revolutionised the way we test and optimise websites and the results we have seen off the back of it have been incredible.

I thought I would share some of the cool things you can do with Optimizely beyond simple A/B and MVT testing.

Hyper personalisation

Using Optimizely’s advanced targeting methods, pages can be tailored to very specific groups of visitors.For example, I’ve seen performance gains from serving messaging about the congestion zone to visitors form London for one brand and others have used it to serve relevant content when they have been running a TV campaign in a specific region.


Relatively generic landing page can become completely customised depending on search terms or referring URLs by targeting specific URL parameters

Tag management

Probably one of the most useful aspects of Optimizely’s technology is that it removes the complete dependence on a client’s IT team to get tracking codes on  a site quickly. If you just want to quickly add a custom variable to a specific page or an event track to a specific button it can be inserted through Optimizely’s code editor and be live within minutes.


Survey’s such as Qualaroo’s user behaviour surveys can be quickly put live on a site without the need to get code permanently placed on by the IT team. This again reduces the turnaround time from getting the code for a survey to being live on site to a matter of minutes rather than potentially days or weeks.




Mobile optimisation

Probably one of the most underused aspect of Optimizely is the ability to turn a non-mobile optimised page into a fully mobile responsive design. Taking advantage of the in-built device detection allows the page to be completely optimised for smartphones and served to very specific devices.

Optimizely – more than just A/B testing
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