We’re excited to announce our A/B testing integration with Optimizely, a company that’s been a leader in bringing content variation testing and personalization to businesses large and small. During a recent customer base analysis we did here at CallRail, we found a significant number of our customers are using tools like Optimizely to test variations of their content and determine which version drove 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.

What is Optimizely?

In the world of Conversion Rate Optimization, Optimizely is well known. The company builds tools to help organizations test, personalize, and optimize websites and mobile apps. It’s mainly known for its robust, easy-to-use A/B testing tool that enables web developers and marketers to test variations of web pages, landing pages, and mobile app interfaces.

Early on the company was deeply rooted in data driven analysis. The company was founded shortly after the 2008 presidential campaign, in which one of the founders worked as the Director of Analytics for the Obama Biden campaign. Many of the tactics used during that successful campaign 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 counts more than 7,000 customers ranging from enterprises like Starbucks and Disney to marketing agencies working to drive results for their SMB clients. In its own words, “Optimizely is the world’s leading experience optimization platform, providing A/B testing, targeting and multichannel optimization for websites and mobile apps. The platform’s ease of use and speed of deployment empowers organizations to conceive of and run experiments that help them make better data-inspired decisions.”

Why do people use Optimizely?

Multi-variate testing before Optimizely was an expensive, time-consuming endeavor. It usually involved a web developer creating separate versions of a web page (or full website) and required complex tracking implementation in order to extract insights from any test. Now that Optimizely can dynamically replace content with a simple line of javascript and handles reporting seamlessly, marketers and web developers can test different versions of their websites without involving several teams. Simply put: Optimizely saves organizations time and money by helping them test different versions of content without significant investments.

What problem does the CallRail Optimizely integration solve?

Since much of the goal of A/B testing is to understand which variations of content or landing pages are producing more conversions, phone call conversions need to be included in the analysis to give a full picture.

The CallRail Optimizely integration connects phone call and text message data tracked by CallRail to Optimizely experiments.  With the integration enabled, CallRail will report which variations of experiments are converting over the phone or SMS back to Optimizely as offline conversions.  Without including call and text conversions, the insights from the experiments run through Optimizely lack key conversion data.

How to setup the CallRail Optimizely integration

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

  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 the project ID of the project you want to connect and click “Connect Account”.
  4. Within Optimizely navigate to the experiment you’d like to track phone call and SMS conversions for and add the “saved goal” of phone call and/or SMS.
  5. 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.
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