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Optimizely unveils expanded measurement capabilities to meet the needs of enterprise-wide experimentation

Optimizely, the world’s leading Experimentation Platform, today announced expanded capabilities to provide deeper analysis and insights for enterprise experimentation programs. The latest upgrades will provide Optimizely X customers the ability to create new metrics to measure the impact of experimentation on key customer behaviours, including video engagement, digital reading and online shopping behaviour. Optimizely has launched these new platform upgrades—including enterprise-scale reporting functionality—to empower businesses to collaborate and demonstrate impact across teams.

“Data and experimentation results are essential for Optimizely’s customers to reliably validate their plans for delivering exceptional marketing and product experiences,” said Frank Piotraschke, senior director of sales at Optimizely. “With these platform upgrades, they will be able to make business decisions with greater confidence, speed and flexibility.”

These capabilities will enable customers to validate their product development decisions, build highly performant customer experiences and better understand the impact of experiments on customer engagement with digital experiences. The new enhancements include:

  • New ways to measure impact— In many A/B testing tools, metrics are limited to simple conversion and revenue tracking. Not with Optimizely, where customers will now be able to measure the impact of experiments on any numeric quantity around engagement, duration, and other customer attributes. Teams across an organisation can now measure the impact of experiments on supporting metrics like the number of articles read, steps of a funnel completed, items in a shopping cart, and more.

  • Fast and flexible metrics set-up— With Metrics Builder, Optimizely’s new natural language interface for metric setup and configuration, users can now easily create and modify metrics to determine an experiment’s effect on conversions, total values and revenue by visitor or a specific conversion event, such as purchases. Decreases in metrics can also be measured, an essential data point in experiment scenarios involving performance, where a reduction in page load time is a positive outcome.

  • Extended and enhanced reporting— To meet the needs of analysts and larger enterprises who must centralise their data for analysis, Optimizely has rebuilt its Data Export functionality to be 2-3 times more performant. It has also introduced a new and improved Event API to enable measurement of more complex use cases, like tracking offline conversions or user behaviour in more secure environments.

This announcement follows Optimizely’s investments in mutually exclusive experiments, change history and custom snippets, a series of features that enable larger organisations to experiment at scale.

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