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Tips & Tricks for Building Your Experimentation Program


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Optimizely and Contentsquare are announcing a new partnership to help brands achieve a virtuous cycle of experimentation — from figuring out the most impactful testing to optimizing experiences in real-time for continued performance success.

This partnership brings together Contentsquare’s unique customer behavior insights with Optimizely’s progressive delivery and experimentation capabilities. Combined, the two platforms empower digital teams to innovate confidently and drive maximum value from their Customer Experience actions.

Optimizely is the world’s leader in progressive delivery and experimentation. Its platform includes technologies for modern software development, such as feature flags, A/B testing at scale, AI-powered personalization, and streaming analytics. Millions of experiments and feature flags have been run on their platform to understand what works — and what doesn’t — eliminating guesswork. The world’s leading companies choose Optimizely to power their product development and experimentation teams, including Visa, H&M, StubHub, IBM, Atlassian, BBC, and many more.

The Contentsquare experience analytics platform tracks and visualizes billions of digital behaviors, delivering intelligent recommendations that everyone can use to grow revenue, increase loyalty, and fuel innovation. With Zone-Based Heatmaps, this view into customer behavior becomes granular, enabling teams to pinpoint which elements of a test are driving what result. The platform’s Insights module means teams never miss an opportunity to increase engagement and conversions, and Session Replay allows them to visualize stumbling blocks along the customer path.

This bi-directional integration ensures brands can test iteratively and bolster their experimentation strategy with a robust, always-on optimization mindset driven by true customer understanding.

Joint Contentsquare and Optimizely customers can deep dive into how visitors are behaving in the control versus the variant, and gain insight at speed into why an experiment is successful or not. In a world where brands are competing on experience, this allows customer experience stakeholders to truly understand which site or app elements are engaging visitors, and which are obstacles along the user journey. 

Integrating Contentsquare’s holistic customer behavior metrics with Optimizely’s agile experimentation capabilities unlocks a whole new level of digital optimization and customer-centered innovation.

“Using both platforms together allows you to deep dive into what visitors are doing on the control versus the variant and give you answers at speed as to why things lose. It helps you iterate on that variant whatever the outcome and crucially helps you avoid an experimentation brick wall with you throwing 50 ideas at a wall to see what sticks,” said Andrew Warne, product analytics manager, MoneySavingExpert. 

“The past few months have magnified the critical importance of digital transformation, and brands everywhere have been accelerating their digital maturity to keep up with customer needs and expectations. Brands today don’t have the luxury of not being able to adapt their digital experience in real-time, or to shy away from innovation because the risk or implementation is too great. Bringing a sophisticated understanding of how and why customers react to the experiences that are created for and with them is a game-changer for digital teams today,”  said Gilad Zubery, vice president, Global Business Development & Partnerships at Contentsquare.

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