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How to Run Effective Holiday Season UX Experiments with Optimizely
Holiday Readiness

How to Run Effective Digital Holiday Experiments with Optimizely

Shagun Aulakh
September 2, 2020
Read Time: 1min

Progressive delivery and experimentation platform (and a Contentsquare partner) Optimizely help businesses with feature flagging, progressive rollouts, and A/B/n testing across the entire customer journey.

But most importantly, they are experts in experimentation. And ahead of Peak, effective (and efficient) experimentation is essential. 

In this Q&A, listen to not one but TWO of Optimizely's experimentation gurus chat about how to get the most out of your experimentation platform, holiday shopping best practices, and actionable advice from their collective experience with hundreds of brands.

Listen in as Elizabeth Gabster, Lead Value Consultant (ex-Google & PayPal) interviews Shagun Aulakh, Head of Growth Initiatives (ex-Macy's, Charlotte Russe). Enjoy!


  1. How should companies get started preparing digital optimizations ahead of Peak period? (2:43)
  2. Is user behaviour unique to this time, and should we still be experimenting? (9:28)
  3. What are some important steps to remember when thinking about post-holiday strategy? (15:27)
  4. Outside of Optimizely, what other things should brands be thinking about to keep things running during Peak? (20:52)

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Shagun Aulakh

Shagun Aulakh is the Head of Growth Initiatives, Professional Services at Optimizely. Shagun built her career in the retail industry with a focus on digital marketing and eventually found her passion for experimentation by building and leading programs at and Charlotte Russe. At Optimizely, she helps grow and build the company’s professional services and supports enterprise customers in establishing a vision and plan for experimentation programs.