Skip to main content

Everything you need to switch from Optimizely Classic to X in one place: See the Optimizely X Web Transition Guide.

Optimizely Knowledge Base

Pages: Choose where experiments and campaigns run

There are two versions of Optimizely
What version do you have?
Optimizely Classic
This is what the Optimizely Classic user interface looks like.
Optimizely X
This is what the Optimizely X user interface looks like.
. If you're using Optimizely Classic, check this article out instead.
  • Optimizely X Web Experimentation
  • Optimizely X Web Personalization
  • Optimizely X Web Recommendations

  • Learn what pages are and how to use them

In Optimizely, you can create reusable templates called pages that tell Optimizely where to deliver experiments, personalized experiences, and recommendations on your site. You can tie Optimizely pages to specific URLs on your site, or you can apply them globally across all your site's pages.


For the sake of clarity, this article will use the term site pages when referring to the web pages that make up your site.

Here are the two most important facts about pages:

  • Pages are reusable and save you time. Use them to build templates for common URL targeting patterns and activation modes for key parts of your site. Once you've created them, you can quickly add them to any future experiment or campaign and make adjustments as needed.

  • You can set up pages in advance or in real time. Build out pages that target the most important parts of your site when you set up Optimizely. Then, add more as you go when creating experiments or personalization campaigns.

How pages work

Pages live within your projects, which are workspaces in your Optimizely account that are available to a set of collaborators. A project might encompass your entire site, a company's site for a specific region of the world, or a part of your site that deals with a certain family of products. When you create a page in Optimizely and incorporate it into a project, it is immediately available for use within all the other experiments contained in that project.

Pages use URL targeting to identify where you'll personalize or experiment on your site. These are the patterns you'll use:

  • single URL where you want to change the experience, such as the homepage of a site.

  • set of URLs that share the same template, such as all the product detail site pages on an e-commerce site.

  • global URL that targets all web pages with the Optimizely snippet to change elements that appear across the site pages, such as a navigation menu.

Within the boundaries of your project, you'll use the URL patterns above to group parts of your site as pages in Optimizely.

You can also choose an activation mode for each page to control how experiments and personalization campaigns activate. With the default mode, called immediate activation, experiments activate right away once the snippet loads. But you can also tell Optimizely to activate a page conditionally: to wait for a certain event, or to activate as determined by your code.

When to use pages

Here is a list of common use cases for Optimizely pages:

  • Running site-wide experiments on global components like a navigation bar or footer,  or targeting click metrics on elements that exist across the site;

  • Testing feedback solicitation modals or other popups that appear site-wide;

  • Tracking metrics between variations of a redirect experiment, in which both the original and redirect URLs are targeted;

  • Running experiments across cart funnels, cart flows or signup flows;

  • Excluding certain site pages - like checkout or cart - from an experiment, or excluding certain visitors based on their login status, or excluding the entire site except for certain site pages (like, for example, international pages);

  • Targeting categories of related site pages (i.e., search results site pages, PDPs, support pages or knowledge articles, landing pages) as a way of streamlining the process of setting up experiments involving those sections of the site;

  • Binding visual tags to site pages;

  • Targeting each instance in multi-level environments; this way, you can avoid automatically creating a duplicate site page when the instance is promoted to the next environment.

Start working with pages

Before you get started working with Optimizely pages, take a few minutes to go over these additional resources:

If you're setting up key components for experimentation across your whole site, check out this article about preparing your Optimizely X Web project for an overview.