Optimizely Blog

Grow your Optimization and A/B testing skills

4 Steps for Creating a Problem-Centric Split Test Hypothesis


4 Steps for Creating a Problem-Centric Split Test Hypothesis

Hypotheses are the statements that clarify our thinking leading up to a test. They make a clear prediction about how changes in customer experiences will impact a given goal. They provide a rationale for why customers might react positively or negatively to that change.

But even with standard hypothesis best practices, there are opportunities to elevate your testing, align your hypothesis with challenges that are core to your business, and increase the odds of producing a positive result. It starts with identifying problems.

Why Generating More Leads is Only Half the Picture


Why Generating More Leads is Only Half the Picture

Leads are the goal most B2B marketers optimize towards relentlessly. But if you’re a B2B marketer and you’re only optimizing for lead quantity, you’re missing half the picture. Read on to learn which conversion metrics you need to monitor, which lead attribute you may be overlooking, and techniques to address the gaps.

Don’t Start Website Personalization without these Best Practices


Don’t Start Website Personalization without these Best Practices

Implement website personalization? You might think “Scale Mt. Everest” sounds like a more attainable goal for you and your team in the second half of the year.

However, like any major initiative, website personalization is best tackled in manageable stages. Developing your personalization strategy may seem daunting at first, but there are a few straightforward rules and best practices that can help you get started quickly.

3 Trends Shaping the Online Travel Industry


3 Trends Shaping the Online Travel Industry

To say that optimizing experiences in travel goes far beyond the booking funnel would be an understatement. From ancillary revenue to an integrated customer journey of physical and digital touchpoints, learn the key trends that are shaping the online travel industry today.

How We Got Our Client to Care About Optimization with a CTA Button Test


How We Got Our Client to Care About Optimization with a CTA Button Test

Perhaps you’ve seen the movie, “A Christmas Story?”

If you haven’t seen this holiday comedy, which I highly recommend, let me at least tell you that the movie contains a subplot in which the main character jumps through hoops and exercises great patience, only to end up highly annoyed and disappointed thanks to the realities of marketing. Sound familiar? You’re not alone. Here’s a tale of our own disappointment—and how we turned it around.

5 Steps to Running an Optimized Event-Specific Marketing Campaign


5 Steps to Running an Optimized Event-Specific Marketing Campaign

Running campaigns specific to time-sensitive or planned events are an effective product marketing and growth hacking tactic for two reasons. They’re an opportunity to drive high volumes of targeted traffic and they provide an ideal setting to run a/b tests on offers, messaging, images, colors, onboarding, and more.

Once you’ve identified your target events, follow these five steps for running a fully-optimized event-specific campaign to drive more traffic and conversions!

The Results Are In: What We Learned by A/B Testing a Personalized Homepage


The Results Are In: What We Learned by A/B Testing a Personalized Homepage

We recently redesigned and personalized Optimizely’s homepage to reflect our focus on an account-based strategy; and while we were thrilled with what we were able to accomplish in the project, we wanted to quantify the impact.

For those of you out there who are wondering—does ABM drive results? Is a website personalization initiative worth it? We’re going to share our findings and what we’ve learned.

Is Your Website Traffic Ruining Your A/B Tests?


Is Your Website Traffic Ruining Your A/B Tests?

A/B testing can transform your business into a polished science. Remember the scientific method from 8th-grade science? Well, a good A/B test meets all of those criteria and—if you set your tests up correctly—your results will tell you exactly what works for your customers…and what doesn’t. Assuming of course, that you’re testing your customers.

Unfortunately, getting traffic to your site isn’t the same thing as getting the right traffic to your site. The right traffic is qualified to buy what you’re selling and interested in converting. The wrong traffic…isn’t.