Stage 2 – Decide what to test
Use a business intelligence report to ask the right questions
Optimizely Web Experimentation Optimizely Personalization Optimizely Performance Edge Optimizely Feature Experimentation Optimizely Full Stack (Legacy) A business intelligence report helps you build structure and consistency in experience optimization. It gathers key insights about your site and industry into a single document.
Use direct data for experimentation
Optimizely Web Experimentation Optimizely Personalization Optimizely Performance Edge Optimizely Feature Experimentation Optimizely Full Stack (Legacy) Many organizations rely on direct data, or direct intelligence about their site experience, for ideation. Direct data can inform you about your visitors who they are, what they are trying to do, and how they are trying to do it.
Use indirect data for experimentation
Optimizely Web Experimentation Optimizely Personalization Optimizely Performance Edge Optimizely Feature Experimentation Optimizely Full Stack (Legacy) Indirect data is industry expertise about your market and site experience. Although organizations often do not think of indirect data as business intelligence, this data can provide valuable insights for ideation.
Use analytics reports to generate hypotheses: basic
Optimizely Web Experimentation Optimizely Personalization Optimizely Performance Edge Optimizely Feature Experimentation Optimizely Full Stack (Legacy) Reporting and analytics provide key insights about your experiments to generate ideas for the next experiments you can do. They help you focus your experimentation on important opportunities.
Use analytics reports to generate hypotheses: advanced
Optimizely Web Experimentation Optimizely Personalization Optimizely Performance Edge Optimizely Feature Experimentation Optimizely Full Stack (Legacy) Reporting and analytics provide key insights about your experiments to generate ideas for the next experiments you can do. They help you focus your experimentation on important opportunities.
Best practices: From research to hypothesis creation
Optimizely Web Experimentation Optimizely Personalization Optimizely Performance Edge Optimizely Feature Experimentation Optimizely Full Stack (Legacy) Generating a data-informed hypothesis is one of the most important steps in experience optimization. The most effective experiments start with questions to identify areas of uncertainty about your site or examine assumptions.
Design an effective hypothesis
Optimizely Web Experimentation Optimizely Personalization Optimizely Performance Edge Optimizely Feature Experimentation Optimizely Full Stack (Legacy) Strong hypothesis statements help you turn data and insights about visitor behavior into focused proposals for action. Each hypothesis is an idea to be tested; every idea confirmed or rejected informs you about visitor expectations and behaviors to improve optimization.