Test which call to action (CTA) results in more shopping cart conversions with Optimizely

With Segment, Optimizely, and an advanced analytics tool like Amplitude or Mixpanel, you can easily test CTAs to find out which result in higher shopping cart conversions.

Using Segment, you can send customer data with your experiment variant information and key customer lifecycle events (e.g. Account Created or Checkout Completed) directly to your analytics tool. Once you have data flowing, you can explore conversion funnels to identify which of your A/B tests results in more shopping cart conversions.

How this works:
  1. Get data flowing from Segment into Optimizely and your analytics tool of choice
  2. Create an Optimizely experiment with variants of your call to action
  3. Explore funnel analytics reports in your analytics tool that are connected to your Optimizely experiments
Steps to get started:
  1. Set up event tracking with Segment (here’s a guide on tracking for Ecommerce)
  2. Sync event data to your analytics tool (here’s how to do it with Amplitude)
  3. Enrich user data with your Optimizely experiments variables
Tools you need:
Connect Segment + Optimizely

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How Optimizely works with Segment

Segment .track calls are automatically sent to Optimizely as potential conversion events or segmentation criteria for your experiments. Additionally, Segment automatically generates a .track call when an Optimizely experiment runs, and sends these “Experiment Viewed” events to other downstream tools connected to your Segment account. This lets you extend an experimental message to be consistent in downstream email marketing tools, or do deeper funnel analysis in analytics tools or your data warehouse to see the full impact of an experiment!

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