Optimizely Web Experimentation by Epinova

Testing your way to higher conversions

Get started with experimentation to increase conversions, create personalized experiences and improve the user experience on your website.

Optimizely Web Experimentation is a powerful tool used for running A/B tests and multi variant tests directly on your website. With a user-friendly interface you can easily change elements on a page, such as headings, call to actions, forms and layouts, without making changes to the code. Find out more about Optimizely Web Experimentation's features here.

By validating ideas before development experimentation reduces risks, increases conversion rates and promotes a culture of continuous improvement.

Key impacts of experimentation

Increased conversion rates through data-driven optimization
Reduced risk by validating ideas before full rollout
Improved user experience by identifying what truly works for your audience
Faster decision-making supported by measurable insights
Higher ROI on marketing and product development efforts
Continuous improvement mindset across teams, fostering a culture of innovation and adaptation

3 in 4 of companies have increased their digital revenues by +5% with experimentation

Statistics from Optimizely's Digital Experience Economy Report (2019) show that the majority of companies that use experimentation increase their revenue. To what extent is illustrated in the bar chart.

Epinova Experimentation Offering

Epinova has certified Web Experimentation Strategists and are partners with Optimizely. We want you to succeed and offer guidance and practical help in both getting started with onboardinkg and working continuously with experimentations.

Making experimentation part of how you grow

Our experimentation service helps organizations move from guesswork to growth by promoting a culture of decision-making firmly grounded in evidence. Whether you’re just getting started or ready to scale, we provide the strategy, tools, and support to make experimentation a natural part of your digital work.

Laying the foundation for impact

We start by onboarding your team to Optimizely Web Experimentation, aligning on key metrics and audiences, and turning business questions into clear, testable hypotheses. Together, we launch your first experiment — and use the insights to build confidence, share learnings internally, and prepare for long-term success.

Experimentation, ongoing

Once the basics are in place, we support you continuously with strategic advisory, test planning, and creative ideation. We help you maintain a test roadmap, run workshops, and analyse results — so that every experiment brings you closer to better decisions and better outcomes.

Learn more about experimentation

Screenshot of testing user interface in optimizely web experimentation

Features in Optimizely Web Experimentation

The key features in the web experimentation tool are userfriendly visual testing editor, targeting through segmentation and advanced stats engine and tracking.

Flowchart of conversion rates in experimentation process

Experimentation is an entire process

19 May 2025 Reading time: 2 min

Experimentation is more than just A/B testing, it's a mindset and a structured approach to validating ideas, solving user problems, and driving meaningful outcomes.

Published by Christine Freeman

Illustration of blue test tubes with different amount of liquids

What is web experimentation?

05 Jan 2025 Reading time: 1 min

Optimize user experience and increase conversion through experimentation. We describe different concepts and important topics within the field.