We’re excited to announce our A/B testing integration with Optimizely, the world’s leading experimentation platform. The Optimizely X platform is a simple and powerful way to test variations of your website and its content to determine which version is driving the most conversions.

With the integration we’re announcing today, CallRail users can now count phone calls and text messages among the conversions they already analyze in Optimizely X.

What is Optimizely X?

When it comes to Conversion Rate Optimization, Optimizely is well-known for building tools that help organizations test, personalize, and optimize websites and mobile apps. The service is most famous for its robust, easy-to-use A/B testing tool, Optimizely X, which enables web developers and marketers to test variations of web pages, landing pages, and mobile app interfaces.

Indeed, data-driven analysis is part of Optimiely’s DNA. The company was founded shortly after the 2008 presidential race, where one of the founders worked as the Director of Analytics for the Obama-Biden campaign. Many of the tactics used during that successful run were incorporated into Optimizely’s A/B testing methodology — you can read more about the company’s history from founder Dan Siroker himself here.

To date, Optimizely X has helped marketers run over 700 billion experiments tailored to the needs of their customers. Or, in the company’s own words: “Optimizely enables businesses to experiment deeply into their technology stack and broadly across the entire customer experience. The platform’s ease of use and speed of deployment empowers organizations to create and run bold experiments that help them make data-inspired decisions and grow faster.”

Why use Optimizely X?

Before Optimizely X, multi-variate testing could be a time-consuming endeavor. It usually involved a web developer creating separate versions of a web page (or even a full website), and required complex tracking implementation in order to extract insights from any test. Now that Optimizely X can dynamically replace content with a simple line of javascript, while also providing seamless reporting of the results, marketers and web developers can test different versions of their websites without involving several teams. Simply put: Optimizely X saves organizations time and money by helping them test different versions of content without significant investments.

What problem does the CallRail Optimizely X integration solve?

One of the main goals of A/B testing is to understand which variations of content or landing pages are producing more conversions. That means phone call conversions need to be included in the analysis to provide a full picture of how leads are converting.

The CallRail Optimizely X integration connects the phone call and text message data tracked by CallRail to experiments managed by Optimizely. With the integration enabled, CallRail will report each phone and SMS conversion in Optimizely X according to the variant that drove it. Without this data on call and text conversions, the experiments you run in Optimizely X could ultimately be lacking in the conversion analytics you need to make smart marketing decisions.

How to setup the CallRail Optimizely X integration

Getting started with the integration is simple. Below are a few steps to get you started, but make sure to read our support article for more detailed instructions:

  1. Create and copy your API token from Optimizely.
  2. Navigate to the Optimizely integration settings page within CallRail.
  3. Paste the API token you received from Optimizely and  click “Connect Account”.
  4. Select the project you want to connect from the drop-down inside of CallRail.
  5. Within Optimizely navigate to the experiment you’d like to track phone call and text message conversions for and add the new Phone Call and SMS events to the project you selected in CallRail.
  6. Confirm that the integration is passing conversions from CallRail to Optimizely by checking the integration status within CallRail once you’ve received at least one conversion.

Have thoughts about the Optimizely integration, or suggestions for getting the most out of both platforms? Head to the CallRail Community to discuss the latest strategies and best practices, and connect with other marketing professionals.

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