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Optimizely is an American company that produces software to optimize the customer experience for other companies. The Optimizely platform’s technology provides A/B testing tools that compare two versions of a web page for performance, as well as so-called multivariate testing. Optimizely also enables personalization, which can be used to make data-driven decisions. The personalization feature can be used to serve online ads. The company is headquartered in San Francisco, California. It has offices in Amsterdam (Netherlands), Cologne (Germany), London (UK) and Sydney (Australia).


The experimentation platform is called “Optimizely X” and offers various tools such as for:

  • Web experiments
  • Personalizations
  • Recommendations
  • Full-stack
  • Over-the-top content.

Optimization is delivered in aSoftware as a Service(SaaS) model.


Opticon is a user conference organized by Optimizely that focuses on web experience optimization. The first Opticon conference was held in California in April 2014, where the local company showcased its mobile A/B testing product. The second conference was held a year later, also in California, when a new personalization product was announced.

Tools of Optimizely

A/B testing

A/B testing, also called split testing, is a website optimization method that compares the Conversion rate of two versions of a page – version A and version B – using live traffic. Page visitors are categorized into one version or the other. By tracking how visitors interact with the page they are viewing (the videos they watch, the buttons they click, or whether or not they sign up for a newsletter), can determine which version of the page is most effective.


A/B testing is the least complex method of evaluating a page design and is useful in a variety of situations.

Multivariate Tests (MVT)

Multivariate tests use the same core mechanism as A/B tests, but compare a higher number of variables and show more information about how those variables interact with each other. You can think of it as multiple A/B tests layered on top of each other.

Like an A/B test, traffic to a page is split across different versions of the design. So the purpose of a multivariate test is to measure the effectiveness of each design combination on the end goal.

Once a page has received enough traffic to run the test, the data from each variation is compared to find not only the most successful design, but also to potentially uncover which elements most positively or negatively impact a visitor’s interaction.


Multivariate testing is a powerful way to focus redesign efforts on the elements of the page where they have the greatest impact.

Multivariate funnel testing

Multi-page testing (also referred to as “funnel” testing) is similar to A/B testing, except that the changes made are implemented consistently across multiple pages (rather than making changes to a single page). As with A/B testing, page visitors to a multi-page test are categorized into one version or another. By tracking how these visitors interact with the different pages they are shown, it can be determined which design style is most effective. The key to retrieving usable data in a multi-page test is to prevent users from seeing a mix of match of variations and instead see a consistent variation across a set of pages. This allows one variation to be fairly tested against another.


Like A/B testing, multi-page testing is a simple concept and can provide meaningful and reliable data quickly and easily. The advantage is in creating a consistent user experience. It allows all users to view a consistent set of pages, whether it’s the original or a redesigned variant.

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