Web Experimentation
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
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.
Landing Page A/B Testing with Optimizely Web Experimentation
Size a landing page test before you build it, choose between a same-page variation and a redirect, remove flicker, and stop ad platforms and consent gates from breaking the readout.
Connect Web Experimentation with analytics and marketing platforms
Cookie Consent: Integrate Optimizely Web with OneTrust
Integrate Optimizely Web with OneTrust cookie consent: load Optimizely only after consent and auto-reload the page so experiments respect visitor choices.
Experiencing a Google Analytics data discrepancy with Optimizely? Here’s how you can fix it
Fix Google Analytics data discrepancies with Optimizely by aligning how each tool tracks experiment events, so your numbers reconcile across both platforms.
Forward Google Analytics Universal events to Optimizely Web
Forward Google Analytics Universal Analytics events into Optimizely Web Experimentation as metrics, without re-instrumenting your key events for each tool.
Google Analytics 4 Integration
Track Web Experimentation client-side experiments in Google Analytics 4 with built-in integration or GTM
Send Google Analytics 4 Events to Optimizely Web
Send Google Analytics 4 events to Optimizely Web Experimentation using GTM or a direct integration, turning your GA4 conversions into experiment metrics.
Integrate Adobe Analytics with Optimizely Web Experimentation
Integrate Adobe Analytics with Optimizely Web Experimentation using eVars, the s.t() call, or a list variable, then analyze results in Analysis Workspace.
Integrate Contentsquare with Optimizely Web Experimentation
Integrate Contentsquare with Optimizely Web Experimentation using Dynamic Variables and track_layer_decision to segment heatmaps and replays by variation.
Integrate Segment with Optimizely Web Experimentation
Integrate Segment with Optimizely Web Experimentation using a Custom Analytics Integration for bidirectional data flow via the track_layer_decision callback.
Integrate Microsoft Clarity with Optimizely Web Experimentation
Integrate Microsoft Clarity with Optimizely Web Experimentation using custom tags and track_layer_decision to filter heatmaps and recordings by variation.
Build a Custom Analytics Integration for Optimizely Web Experimentation
Build a custom Optimizely Web Experimentation analytics integration from scratch with JSON config, the track_layer_decision callback, and State and Utils APIs.
Integrate Amplitude with Optimizely Web Experimentation
Integrate Amplitude with Optimizely Web Experimentation using the built-in integration or a custom JSON plugin, plus user properties and Audience Sync.
Integrate FullStory with Optimizely Web Experimentation
Integrate FullStory with Optimizely Web Experimentation via native integration or a custom JSON plugin on the V2 Browser API to replay sessions by variation.
Integrate Google Tag Manager with Optimizely Web Experimentation
Integrate Google Tag Manager with Optimizely Web Experimentation via custom analytics integration and track_layer_decision to segment GA4 reports by variation.
Integrate Heap with Optimizely Web Experimentation
Integrate Heap with Optimizely Web Experimentation via autocapture or a custom JSON plugin, then segment funnels and retention by experiment variation.
Integrate Hotjar with Optimizely Web Experimentation
Integrate Hotjar with Optimizely Web Experimentation to filter session recordings, heatmaps, and surveys by variation via the native or custom integration.
Integrate Mixpanel with Optimizely Web Experimentation
Integrate Mixpanel with Optimizely Web Experimentation using the built-in integration or a custom JSON plugin, plus super properties and Cohort Sync via ODP.
Integrate mParticle with Optimizely Web Experimentation
Integrate mParticle with Optimizely Web Experimentation for two-way event forwarding, user ID mapping, and revenue conversion in a custom integration.
Integrate Pendo with Optimizely Web Experimentation
Integrate Pendo with Optimizely Web Experimentation using a custom analytics integration and track_layer_decision to segment funnels and guides by variation.
Integrate PostHog with Optimizely Web Experimentation
Integrate PostHog with Optimizely Web Experimentation using a custom analytics integration and track_layer_decision to break down funnels by variation.
Integrate Tealium with Optimizely Web Experimentation
Integrate Tealium with Optimizely Web Experimentation using a custom analytics integration and track_layer_decision to push each decision into the data layer.
Forward Amplitude Events to Optimizely Web Experimentation
Mirror Amplitude events into Optimizely Web Experimentation as custom events, either at the call site or with an Amplitude Browser SDK enrichment plugin.
Connect Fivetran to Optimizely Web Experimentation
Sync Optimizely Web Experimentation decision and conversion events to Snowflake, BigQuery, or Redshift with Fivetran for warehouse analysis and attribution.
Run A/B Tests on Shopify with Optimizely Web Experimentation
Install Optimizely Web Experimentation on Shopify without flicker, and forward Web Pixels API events — checkout, cart and search — into Optimizely as custom events.
Run A/B Tests on WordPress with Optimizely Web Experimentation
Place the Optimizely Web Experimentation snippet correctly in a WordPress theme, and forward WooCommerce and WPForms dataLayer events into Optimizely as custom events.
Run A/B Tests on Webflow with Optimizely Web Experimentation
Add the Optimizely Web Experimentation snippet to a Webflow site, handle the staging-to-production publish gap, and forward Webflow form submissions as Optimizely custom events.
Integrate HubSpot with Optimizely Web Experimentation
Decide between HubSpot A/B testing and Optimizely Web Experimentation, forward HubSpot custom behavioral events as Optimizely conversions, and write the variation back onto the contact.
Run A/B Tests on a Contentful Site with Optimizely Web Experimentation
Test Contentful-driven pages with Optimizely Web Experimentation: where the snippet goes on a headless front end, why client-side variations race the delivery API, and how to model variation content in Contentful.
Integrate Adobe Marketo Engage with Optimizely Web Experimentation
Forward Marketo Engage form submissions into Optimizely Web Experimentation as custom events using Munchkin form callbacks, and push the variation back to Marketo as a lead field.
Integrate Klaviyo with Optimizely Web Experimentation
Forward Klaviyo onsite track events into Optimizely Web Experimentation as custom events, keep the event budget under control, and write the variation onto the Klaviyo profile.
Integrate Crazy Egg with Optimizely Web Experimentation
Segment Crazy Egg heatmaps, scrollmaps and recordings by Optimizely Web Experimentation variation so a losing variation can be explained rather than only measured.
Run A/B Tests on Adobe Commerce with Optimizely Web Experimentation
Run Optimizely Web Experimentation on Adobe Commerce (Magento): full-page cache and Knockout rendering, and forwarding Adobe Client Data Layer events as Optimizely custom events.
Replace Sitecore A/B Testing with Optimizely Web Experimentation
Move testing off Sitecore XP personalisation onto Optimizely Web Experimentation: what maps across, what does not, and how to reconcile Sitecore goals with Optimizely custom events.
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