If you’re a marketer, or you build things for marketers, you know that experimentation is everything. When creating a website or another digital product, you could debate for hours over the right tagline or where to put an image, or test a few variations of that content and measure the results to iterate. Optimizely is designed to run experiments around content performance and personalization, and now it can be integrated with Contentful, allowing users to run experiments on structured content across all digital platforms. This integration works by replacing entries in your references with a new content type, a variation container, which manages both the original version of the content and any variations that are being tested. With this integration, editors and marketers can control content variations from within the web app, and developers get flexibility to build experiments that are complex or simple as needed, with experiment decisions made server-side without additional requests.