How Does Webtrends Optimize Work?

You build tests with Webtrends Optimize® using a visual editing or location-based method. Both methods have strengths, and choosing which method to use depends on what you are testing and the complexity of your scenarios.

Visual Editing

The Webtrends Optimize visual editor provides an easy-to-use interface and makes basic scenario testing simpler. For marketers, when most campaign-oriented testing has basic lift as the goal, the visual editor speeds delivery of testing and will likely be the preferred method for building tests and targets. As you move beyond basic lift metrics and begin to test customer experiences, the complexity increases and the ability of the visual editor to handle the testing scenarios decreases. Visual editors are designed to perform specific actions and may not provide the flexibility need when a test design dictates a high degree of interactivity within the variations within a test. To handle more complex scenarios, Webtrends Optimize provides location-based methods for building tests and targets.


This method requires knowledge of page structure and the interactions between all programmatic elements of a dynamic site. In many cases, this requires some knowledge of JavaScript or other web development technologies. The benefit is that almost any testing scenario becomes possible, and the focus is less on what the visual editor allows you to test and more on the strategic goals of an optimization program and how to effectively achieve them.

Because location-based methods do not require browsers to load “pages”, these methods also allow you to compose strategies for testing mobile apps, server-side apps, email, etc. All optimization methods use the same underlying platform for targeting content, segmenting visitors, and reporting on results providing a common framework for optimizing experiences across channels.