Case Study: Virgin Media O2 achieves better customer experiences and higher conversion with Optimizely

Virgin Media O2 is dialing up innovation with Experimentation + AI

Virgin Media O2, a major UK telecom and media provider, wanted to move faster on digital changes but was held back by a rigid platform and limited visibility into customer behavior. Working with Optimizely and its Web Experimentation tools, the company aimed to build a more data-driven experimentation culture and improve customer journeys, while also exploring AI to support better experiences.

Optimizely helped Virgin Media O2 test and measure website changes more effectively, including open banking for direct debit payments, multi-armed bandit experimentation for high-stakes campaigns like Black Friday, and Stats Accelerator for faster decision-making. The result was improved order conversion rates, stronger sales performance, quicker learning from experiments, and a scalable experimentation program that has grown from one person into a dedicated team.

Virgin Media O2

Doychin Sakutov

Digital Director of Product, AI and Experimentation