Optimizely
Enterprise experimentation platform for A/B testing, multivariate testing, and personalization across web, mobile, and server-side.
Optimizely is one of the original and most established experimentation platforms, offering A/B testing, multivariate testing, feature flags, and personalization. It's used by large enterprises and growth teams that prioritize statistical rigor.
Key Features
Visual editor for no-code web experiments. Full-stack SDKs for server-side testing. Advanced statistical engine (sequential testing, multi-armed bandits). Personalization and audience targeting. Program management for scaling experimentation culture. Content management (Optimizely CMS).
Best For
Enterprise teams that need rigorous statistical methodology. Organizations running experiments across web, mobile, and backend simultaneously. Companies that want to build a culture of experimentation with program management tools.
Limitations
Among the most expensive experimentation platforms. The visual editor can be limiting for complex experiments. Feature flags are less developer-friendly than LaunchDarkly. The platform has expanded into CMS and commerce, which can dilute focus.
| Plan | Price | Details |
|---|---|---|
| Web Experimentation | $50K+/year | Web A/B testing, visual editor |
| Feature Experimentation | $50K+/year | Server-side, feature flags |
| Full Stack | $100K+/year | Combined web + feature experimentation |
Used by
Microsoft · IBM · Visa · Pizza Hut · The Wall Street Journal · HP · Sky · eBay
Use cases
- Running statistically rigorous A/B tests on pricing pages
- Personalizing landing pages by traffic source or user segment
- Coordinating experiments across product and marketing teams
- Testing server-side algorithm changes with full-stack SDKs
Alternatives
- LaunchDarkly — Feature management platform enabling teams to deploy code and control feature rollouts with granular targeting and instant kill switches. ($10/seat/mo)
- Statsig — Modern experimentation and feature gate platform with built-in product analytics, designed for high-velocity product teams. (Free)