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Experimentation Culture

Experimentation ROI Isn’t Just About Conversion Rate

Experimentation ROI Isn’t Just About Conversion Rate

Measuring success with experimentation isn’t just about increasing your conversion rate. Outside of the initial channel metrics such as increases or decreases in clickthroughs, content downloads or even associated leads generated, how do you assess the wider business impact of your testing practice?   We take a look at some of the less obvious but […]

4 Uncommon Conversion Rate Optimization Tips

4 Uncommon Conversion Rate Optimization Tips

If you’ve read a few articles on conversion optimization, you’ve read them all. That’s the way it seems, anyway. While the advice is usually on point (have a process, statistical significance does not equal validity, prioritize your tests so you don’t waste time/traffic on silly things), these things are common knowledge now. We recently put […]

Continual Optimization Drives Huge Value, but Magnifies ‘Alignment Gap’

Continual Optimization Drives Huge Value, but Magnifies ‘Alignment Gap’

Some businesses, particularly digital-first companies (such as Priceline Group, Airbnb, Atlassian and Netflix) are setting the standard for how a process of continual optimization, that is, to adopt a core philosophy of experimentation, drives growth. At these companies, their primary website and application experiences are not only a channel, but serve as the product itself. Their focus on and investment in […]

3 Steps to Experiments with Business Impact

3 Steps to Experiments with Business Impact

The Hotwire website serves millions of visitors per week, offering a lot of opportunities to experiment. For Hotwire, experimentation is more than just trying different button colors; it empowers their organization to learn about their customers and improve the product experience. During her session at Opticon Virtual Summit, Experimenting for Maximum Business Impact, Josephine Foucher, […]