Web Experimentation

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Optimizely Web Experimentation lets you run client-side A/B tests and personalization campaigns on your website with a visual editor or custom code.

Key Capabilities

  • Visual Editor - Create variations without code

  • A/B & Multivariate Testing - Test multiple elements simultaneously

  • Personalization - Deliver targeted experiences to segments

  • Client-Side - Run experiments directly in the browser

Documentation Sections

Explore the sections below to learn how to integrate Web Experimentation with your analytics and marketing tools.

Articles in this section

Integrations

Connect Web Experimentation with analytics and marketing platforms

21 articles

How to Prevent the A/B Testing Flicker Effect in Optimizely Web

Fix the A/B testing flicker effect (FOOC) in Optimizely Web: diagnose the slow stage, apply the cheapest fix first, and verify it under real conditions.

Optimizely Redirect and Split-URL Experiments: When to Use a Full-Page Variant

When to use an Optimizely redirect (split-URL) experiment instead of on-page editing, how it executes, and how to protect attribution, traffic, and SEO.