Optimizely
Platform for experimentation and personalization, especially for A/B tests to optimize digital offerings.
Optimizely is a software platform for experimentation and personalization in the digital space. The company became known for tools for A/B testing, which let you test different variants of a website or application against each other in order to measure their effect on conversions and user behavior.
In an A/B test, traffic is split across several variants, and the results are then evaluated to see which variant performs better. Optimizely also offers features for personalization and feature experiments and has expanded its offering over time into a broader platform for digital experiences.
Such experimentation tools are used in conversion optimization to make decisions based on data rather than assumptions.
What Provimedia uses it for
Provimedia uses experimentation and A/B testing approaches such as those with Optimizely to optimize websites and marketing measures based on data.
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