What is Optimizely used for?

Optimizely is a digital experience and experimentation platform used by businesses to test, personalize, and optimize websites, applications, and customer experiences. It helps teams make decisions based on experiment and customer data rather than relying only on assumptions.

Common uses include:

• A/B testing: Compare different versions of webpages, content, or features.
• Feature experimentation: Test new product or application features with selected audiences.
• Feature flags: Control when and for whom new features are released.
• Personalization: Deliver different experiences to different customer segments.
• Audience targeting: Run experiments for specific groups of visitors or customers.
• Experiment analytics: Measure how different variations perform against defined goals.
• CRO: Identify and test changes intended to improve actions such as purchases, sign-ups, or RFQ submissions.

For example, a B2B eCommerce company could use Optimizely to test two versions of a product page—one with a standard “Buy Now” button and another with a more prominent “Request a Quote” option—and measure the effect on customer actions.

Optimizely is therefore useful for structured experimentation and continuous optimization, although the exact capabilities depend on the Optimizely products and plan being used.