Optimizely
Optimizely is an A/B testing and personalization engine that allows for streamlined testing across all digital experiences within an organization. Optimizely’s bread and butter is highly statistically significant A/B testing of various aspects of one’s website or mobile app. It has a WYSIWYG editor for changing out things like headline, text, formatting, etc. (once set up), but does not provide any assistance with the actual page design.
On the personalization front, Optimizely is quickly expanding upon its personalization features, which allow users to dynamically change the content that is displayed to a user, based on their past browsing activity. For example, if someone has purchased a green hat in the past, Optimizely can leverage this information and show green hats in similar styles, when that user is browsing the eCommerce site two months down the road.
Strengths:
- Full-site & app (iOS and Android) A/B testing
- Multi-goal testing allows users to decide how changes impact multiple conversion points (i.e. form fills, social clicks, demo requests)
- Real-time behavioral targeting that tailors content and its order, based on predefined rules (changing display order, for example)
- API access, allowing for deep experience customization
- Full import/export ability allows you to mine data, such as test results
- Integrations with Google Analytics, Mixpanel, KISSmetrics, and WordPress (full list)
Drawbacks:
- No template support
- Some IT knowledge is required for more complex feature implementation
- Some features and integrations only available through upper tier subscriptions