An Exclusive Sneak-Peek Into Optimizely’s Brand New Platform
Optimizely, a leading experimentation platform, enabling businesses to deliver continuous experimentation and personalisation across websites, has launched Optimizely X to the market this month.
Before founding the company, Dan Siroker was the digital marketer that famously helped Barack Obama win the 2008 US Presidential election through increasing the rate and volume of online donations. It is well documented that Stocker used A/B testing to develop the most effective landing page which resulted in increased donations, enabling the political campaign to reach even more people.
Siroker said, “A/B testing is great but the current tools suck”, and so both Optimizely, and now Optimizely X, were born.
Optimizely X allows digital marketers to now test conversion and personalised marketing across any platform that has a screen (across any platform, channel, or device). Think not just smartphones but digital OOH, Smart TVs, smartphone apps, emails, VR headsets, smartwatches, etc.
At a full staff briefing on the new venture, Chris Samila, Optimizely’s strategic partnership manager and Hudson Arnold, Optimizely’s strategy consultant, gave some insight into the announcement.
Matthew Pezzimenti, director of CRO agency Conversion Kings, got a sneak peak of Optimizely’s new platform, Optimizely X when they flew Down Under earlier this month. Here’s what he learnt about the new tool:
What is Optimizely Full Stack?
Optimizely Full Stack enables you to run experiments on algorithms, pricing, redesigns, new architectures, omnichannel marketing campaigns, and more.
How will this help Australian retailers?
Discount modelling
Discounting is not a new tactic to generate higher sales. However, what is the right level of discount that will drive increased sales without giving away too much profit? Optimizely Full Stack can now attach itself to your ERP or database to test different pricing models. Turning your hypothesis around price sensitivity into a data driven model.
Redesigns
Another great application to the product is that now testing complete website redesigns is faster and easier. Conversion Kings developers when seen this feature were ecstatic as the last new design validation project weighed in at 400 hour, Full Stack would hope to see this time halved!
Mobile
With app customers for retailers being highly valuable, the focus on making these apps more intuitive so that users will continue to use them is a major focus for many coming into 2017. Optimizely Full Stack now enables app A/B testing to be executed through either iOS or Android.
Other Digital Devices
With the Internet of Things growing everyday, Optimizely Full Stack can now test different experiences such as in-store kiosks, check-in screens at an airport or even Apple TV! This will help Australian retailers that have worked so hard to get a user into their physical store, to then test what in-store experience will increase cash register sales.
How will this help Australian agencies?
Responsive code editor
A large time component to developing tests is ensuring that the experiment works across all screen sizes from 27 inch to a smartphone. Previously, developers would have to develop a test, run it through a number of different screen sizes, find errors, redevelop and test again.
This process can be extremely time consuming. Now with Optimizely X, test changes are seen in real time cutting development time down dramatically.
Speed up development with less errors
Optimizely X comes with a new feature which allows for easier customisation of separate variations within an experiment. Originally when creating an experiment that has more than one variation, each of these variations would use the same global css file.
This meant that to give a specific variation unique styling you would need to give it additional extra classes. Now with Optimizely X individual css exists for each variation, making it easier and safer to ensure css does not affect multiple variations. It is a small change but it provides some much appreciated quality of life.
Synchronous and Asynchronous loading
By default Optimizely Classic only allowed all tests to be loaded synchronously or asynchronously. Essentially what this means is that if tests are loaded synchronously they are executed sequentially as the page is loaded or all at the same time.
Synchronous loading is helpful when you want to prevent page flicker as it will prevent the page from displaying until all elements have been loaded in, whilst asynchronous is good for preventing page load delay due to all elements and scripts being loaded synchronously.
What Optimizely X brings is the ability to define which change need to be loaded synchronously and which ones asynchronously. It’s a huge leap in optimising different kinds of changes. –
What this means for testing programs
Increased velocity
With the new release Conversion Kings are predicting a 30% decrease in development time, which is great news for retailers as they can now get more test running for less. Conversion Kings are currently A/B testing Optimizely X and Optimizely Classic to report on the time saving
Increased throughput
With greater ease to review and fix bugs in a test, we expect to see shorter time for clients to approve tests as the screen size compatibility issues will be a thing of the past.
Better Quality
With an improved results page and statistics engine, we can now develop better hypotheses as the data you base your ideas on is now more accurate and easier to understand.
More time for Implementation
With development process being streamlined, there is now more time in the day to ensure that winning tests are rapidly implemented into production so the performance uplift can be recognised in the cash in back.
Please login with linkedin to comment
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.