Testing is done by lots of ecommerce teams to make incremental improvements to their website. Fewer fully embrace experimentation.

Experimentation is done without a fear of failure or expectation of outcome. Testing is done with with an expectation of a winner. Experimentation leads to new things, while testing validates assumptions. Experimentation is dangerous, while testing is safer.

In October 2020, Episerver acquired leading global experimentation platform Optimizely and rebranded as Optimizely. For this episode, we sat down with David Carlile, Senior Director Product Strategy, to discuss how the platform enables ecommerce teams to uncover customer insights and create high-performing experiences.