The Secret to Success: Customer Feedback and Experimentation

4 min read

True optimization means building an effortless experience for your users. Whether it’s a website, app or email, your users expect every click, scroll or swipe to take them where they want to go, in a way that feels effortless and intuitive.

Today’s companies know they need to be optimizing their digital channels to stay ahead, but how exactly do they do it? Where do they start? And which approach is best?

Truly data-driven and customer-centric optimization takes place where experimentation meets customer feedback, achieved through the Usabilla and Optimizely integration.

The Optimizely and Usabilla Integration

Digital experience optimization platform, Optimizely, allows you to test different variations of CTAs, images, copy, etc on your website in order to improve the overall success of a specific page. Through A/B testing and experimentation, you can make data-driven decisions determined by which variation influenced your success metric the most.

A/B testing allows individuals, teams, and companies to make careful changes to their user experiences while collecting data on the results. This means teams can construct sound hypotheses to better learn why certain elements of their experiences impact user behavior.

Usabilla provides a seamless way to ask your users questions at any point in their journey, analyze the voice of your customer and act upon the feedback you receive. With Usabilla, you can target specific users at the right time across your digital channels, and ask questions in a way that feels like a conversation.

Integrating Usabilla with Optimizely opens up a new world of testing possibilities. When you collect qualitative feedback on your variant tests, your analytics become even more robust. With Optimizely’s testing capabilities and Usabilla’s intuitive feedback collection, you understand which digital experiences are converting, and why.

The More You Know: Powering A/B Tests

Capturing feedback on A/B tests substantiates your test criteria and validates the need for the test in the first place; it can actually direct you to what needs to be tested. How do you decide what to test? Use customer feedback to prioritize which parts of your customer journey need to be tested.

You can segment and analyze Usabilla feedback items or campaign results according to your Optimizely experiments. You can also compare feedback from different test variations within one experiment. What’s more, user feedback can add a final layer to the optimization process by validating the end result.

Whether you want to understand why mobile users behave differently from desktop users or understand the number one reason users are visiting a page, Optimizely and Usabilla give you the tools you need to see what works, and why.

Nespresso & Catawiki

Nespresso used the Usabilla and Optimizely integration to add a qualitative metric to their shopping cart A/B test. They had just launched a new variant of their shopping cart and wanted to find out if it generated a higher conversion rate than their old version.

During the first two weeks of the test, they didn’t see any increase in conversion with the new variant. However, they did discover that many users felt positive about the new variant from the qualitative data they received. Curious to learn more, they decided to extend the test for three more weeks. In the end, they found that the new shopping cart variant showed an 8.2% increase in conversion, as well as a higher customer satisfaction rating.

When optimizing their website and rolling out new features, European online auction house, Catawiki, consistently asked for qualitative input. By running Usabilla In-Page alongside any A/B tests, the company captured insights into which version their visitors preferred – ensuring customer sentiment improved with each iteration.

The Bigger Picture

The Usabilla and Optimizely integration takes short-term tests and plans and helps them become longer-term initiatives that power high conversion customer experiences.

When you combine your variant tests with qualitative feedback, you learn what users want out of their relationship with you. Armed with both quantitative and qualitative feedback,  you can get to know your user base, prioritize future tests and continuously improve on your sites.


Customer feedback and A/B testing are great processes on their own and can give you tangible, actionable results. However, if you want to be truly data-driven and customer-centric in your approach to optimization, you need to combine quantitative and qualitative sources to deliver the seamless digital experience your users are looking for.

To learn more about the Usabilla and Optimizely integration, feel free to reach out to, and Your Customer Success Manager will be happy to work with you to maximize your testing programs and integrate A/B testing with Usabilla feedback.