As a tool for continuous experimentation and improvement, Optimizely helps teams iterate and learn across the entire user journey to find the most successful way to deliver an engaging digital experience. The Optimizely app allows Contentful users to conduct A/B testing directly through the web app without needing developer assistance. This platform enables engineering, product, and marketing teams to ship high-quality code and digital experiences faster with data-backed evidence. It also empowers marketers to target messaging, personalize campaigns, and drive growth by testing what their audience finds valuable and increasing conversion and retention rates. The integration reduces manual work required and allows content writers, editors, and marketers to run experiments on their own without developer help, enabling teams to quickly improve digital experiences for the benefit of end users.