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Optimizely Knowledge Base

Checklist: Advanced implementation for Optimizely Classic

  • Implement a more advanced setup for Optimizely Classic
  • Configure your Optimizely settings

Unlike the basic implementation, an advanced setup in Optimizely can vary widely depending on what a team needs. You may want to set up key integrations to send Optimizely data to the analytics tools you use, build custom event goals to better capture important visitor actions, or enrich the data that you use to build audiences and analyze results.

This checklist walks you through a list of options for a more advanced implementation.

Depending on the size and maturity of your testing team, you may not wish to set up all the advanced options listed below at once. The top of the list prioritizes the options that most teams add first. Further down, you'll see functionality that helps more mature programs -- where the practice of experimentation is deeply integrated with the business -- to run more sophisticated experiments.

Many of these options require a developer to implement.




Are there visitor actions that are important on your site that aren't captured by clicks or pageviews?

For example: pop-up modal views, form submissions, or drop-offs in an order form.

Custom event goals help you track actions beyond clicks and pageviews.

Talk to your product manager and analytics team to find key goals. What behaviors determine success on each page? Revisit this on a monthly or quarterly basis to evaluate parts of your site that have changed.


What analytics tools does your company use? What types of data does your company use to track key performance indicators?

Use this list of integrations to learn which services we integrate with and how to connect them to Optimizely. You can also use this list to identify additional services to add to your technology stack.


What visitor segments are you interested in seeing more granular results for?

For example: Logged-in visitors, or a list of customers in your database.

The Results page gives you an aggregate of the change in behavior across all visitors. But visitors to your site aren't all the same. Sometimes, it's helpful to segment your results by characteristics that are important to your business.

Custom dimensions allow you to define these characteristics and use them to segment your Results page.


Do you need to manage multiple analytics intregrations on the same page, or target experiments where changes happen without reloading the page?

Project JavaScript lets you run code before the Optimizely code snippet runs, without changing your native site's code. You can run more advanced experiments that depend on reusable variables, targeting conditions, and API calls with ease and efficiency.


What first-party data about customers do you have access to?

You can target experiments based on first-party data that you have about customers by adding a JavaScript snippet above the Optimizely snippet on your site.

For example, imagine that you’d like to target an experiment based on whether a visitor is logged in, which is declared in the variableCUSTDATA. Add the JavaScript variable above the Optimizely snippet. Then, use custom JavaScript audience targeting to create audiences.


Are offline conversion events important to your business?

Offline conversions, such as phone calls tracked by call-tracking software, happen away from the webpage but may still be important to connect to Optimizely.

Consider setting up offline conversions.

Use the list below to consider added functionality that your team might find useful. Return to it as your program matures and starts to run more sophisticated experiments.

Document your data audit and setup in an implementation document and link it to your testing charter