Case Study: Atlassian achieves faster growth and higher retention with Optimizely

Atlassian Harnesses the Power of Experimentation

Atlassian, the maker of team collaboration tools like Jira, Confluence and Trello, runs a self-service, product-led model that serves over 100,000 customers worldwide. To sustain rapid growth without a traditional salesforce, the company needed to optimize the entire digital customer journey—product discovery, pricing and packaging, onboarding, and upsell—while replacing guesses with data so they could scale efficiently and reduce risk.

Using Optimizely’s Web Experimentation, Atlassian runs 25+ experiments a month to test hypotheses across the funnel. Experiments led to concrete wins: trimming product bundles from three to two improved retention, and removing credit-card gating for trials increased traffic without hurting conversion, driving meaningful revenue growth. The program accelerated decisions, enabled confident risk-taking, and embedded a culture of data-driven optimization across the business.

Atlassian

Tom Tsao

Head of Global eCommerce