Optimizely is a website and app experimentation platform that supports split testing (multivariate and A/B tests) of different experiences and designs. Experiments can be created in a visual editor with no reliance on a developer; experiments can be targeted at different segments of visitor or user (by ad campaign, geography, cookies, or other dimensions) and results can be analysed by device, browser, campaign, or other custom segmentations.
A/B Testing (also referred to as split testing and multivariate testing) is the practice of showing slightly different versions of a digital feature (web page, button, login screen) to a sub-set of users. The performance of the variation is compared to that of the control, and the highest performing version is chosen. With large enough samples, causality can be inferred. Most A/B testing providers also offer a broader range of solutions for Conversion Rate Optimisation (CRO) – improving ‘conversion’ (sign up, login, purchase, download etc) by tweaking different elements of a digital experience, measuring the outcome and implementing the highest ‘converting’ option.