Optimizely x Contentsquare: 5 ways we’re better together

Optimizely and Contentsquare have joined forces to help brands simplify the process of developing a robust experimentation strategy – from determining the most effective tests to run to refining experiences in real time for long-term success by leveraging intuitive data visualization. 

The Optimizely Digital Experience Platform (DXP) provides best-in-class tools for digital teams to improve customer experiences and take the guesswork out of marketing through A/B testing. With Optimizely’s advanced experimentation capabilities, brands can easily enhance customer engagement by testing how people react to specific site elements and continuously improve experiences.  

While Optimizely allows digital teams to validate their ideas through experimentation, Contentsquare empowers brands to develop a more comprehensive customer understanding by providing unique user behavioral insights that can inform future tests. The Contentsquare Digital Experience Analytics Platform tracks and visualizes trillions of digital behaviors to deliver intelligent recommendations everyone can use to proactively grow revenue, increase loyalty and fuel innovation. 

Here are five ways you can maximize results when using Contentsquare with Optimizely:

1. Proactively identify and prioritize the experiments that will help the most 

Use Contentsquare’s Journey Analysis to see how site and app users explore and interact in a simple sunburst chart. Meanwhile, Session Replay lets you revisit individual sessions to understand what caused specific behaviors and how they affect your web metrics, which in turn helps you detect friction points in the user journey.  

Then, leverage Optimizely’s powerful front-end A/B testing and multi-page experimentation capabilities to run tests and learn where to focus your optimization efforts. Built for enterprises with industry-first features like Exclusion Groups, the Optimizely platform allows you to safely run multiple experiments on the same page. 

Example: Journey Analysis surfaces the biggest opportunities and issues from a site and app navigation perspective, identify the most likely areas to dig deeper and improve through experimentation.  

2. Look beyond the numbers to understand the ‘why’ behind test results

After you’ve successfully launched a test, dive deeper into your user’s journey, with heatmaps, to gain a holistic view of a customer’s experience through metrics that reveal sentiments such as engagement, confusion, frustration and errors.  

While it may be impossible to fully understand what each user is feeling when viewing your website, you can leverage data and analytics to get closer to the truth about your customers’ expectations and experiences. 

Use Contentsquare’s Zone-based Heatmaps to reveal why a test won or lost. Compare user behavior on each variant side-by-side and gain insight into how visitors interact with every in-page element using unique engagement, conversion and revenue metrics. Then, pinpoint user friction spots by monitoring behaviors like rage clicking, repeated scrolling or constant hovering. 

Example: Side-by-side comparison of an A/B test variant vs. control. See the biggest success factors and get ideas for running even better experiments. 

“Using both platforms together allows you to deep dive into what visitors are doing on the control versus the variant and gives you answers at speed as to why things lose. It helps you iterate on that variant whatever the outcome and crucially helps you avoid an experimentation brick wall with you throwing 50 ideas at a wall to see what sticks.”  

- Andrew Warne, Product Analytics Manager at MoneySavingExpert 

3. Gain efficiency and innovate faster while ensuring consistent website performance

Outcomes

30% faster customer experiences on average across customer base

Faster personalized experiences

Decreased load times and increased reliability

Maintain experimentation efficiency during peak or unanticipated traffic spikes with the combination of Contentsquare’s Peak Period support services and Optimizely’s Tiered Caching feature, which serves content from adjacent data centers to reduce cache-miss rates, server load and latency, minimizing congestion by 30%. Align insights and accelerate execution throughout your ecosystem with ease by bridging data sets from separate systems through seamless integration between both platforms. 

When you run experiments on Optimizely, you can achieve near-zero latency and expect to receive the results almost instantly, allowing you to glean insights and act even faster using Contentsquare. This is possible because Optimizely locally saves and executes the SDK needed to conduct the tests. 

Example: Speed Analysis. Benchmark your site performance against competing websites. Identify slow loading pages and issues that impact Google Core Web Vitals and SEO. Run Optimizely experiments to test variations of pages with lighter content and faster speed. 

4. Create more effective campaigns

 “Understand what content you require, generate it quickly, and optimize it all in one spot.”

Figuring out the most impactful test campaigns to focus on after collecting rich data is one of the most frustrating aspects of marketing. It's like looking for a needle in a haystack. When Contentsquare's holistic consumer behavior insights are combined with Optimizely's rapid experimentation capabilities, you unlock a whole new level of digital optimization and customer-centered innovation. Your team can take a more focused approach to experimentation by prioritizing campaigns that best match your marketing strategy and have the potential to drive meaningful change. This also enables CX stakeholders to properly pinpoint which components of your site or app are engaging visitors and which are obstacles along the user journey. 

5. Focus on driving business outcomes, not managing your technology

Both Optimizely and Contentsquare are excited about increasing the efficiency of digital teams and changing the way brands approach experience creation.  

Contentsquare’s Insights constantly monitors your site to reveal previously unseen test opportunities. This means you can avoid overwhelming customers with too much information and improve your user interface by leveraging insights into your customers’ user journey and friction points instead. In other words, every time you help a user, you learn more about what they need or desire, further bringing clarity to the customer journey.  

Here’s the kicker: you can do all of this in a no-code environment with out-of-the-box functionality to deliver modern digital experiences, with features to support dynamic websites, single page applications and dynamic content.  

This enables digital teams to swiftly launch experiments using rich data without sacrificing efficiency by releasing features gradually through beta programs or phased rollouts. Developers can use Optimizely’s extensions to create custom features for non-technical users to easily make content edits with a handy visual editor. Product and development teams are also able to mitigate risks with feature flagging, progressive rollouts, robust APIs and flexible custom codes. 

Optimizely x Contentsquare: At a glance

• Find actionable insights on which to base your test hypothesis   
• Inform the testing strategy that is most likely to create an uplift for your KPIs 
• Enable a deeper grasp of objectives and more efficient experimentation  
• Bring business users and developers closer together in one place 
• Understand why a test won, what the critical success factors were, and how to create even better experiments with Optimizely