Website optimization platform with A/B & multivariate tests

About Optimizely

Optimizely is a website optimization platform providing A/B and multivariate testing with tools to track engagement, clicks, conversions, sign ups & more. The platform provides businesses with the ability to conduct A/B testing, multivariate and multipage testing for data-driven decision making.

With the A/B testing tools users can test changes to a webpage against its current design, in order to determine which is more successful with visitors in increasing leads, revenue, donations, registrations, downloads and user-generated content.

Optimizely users can test two different versions of a web page in order to determine which one better meets business objectives. By running version 'A' and version 'B' at the same time and then funneling visitors to different versions of the same page, users can see which one is more successful and continue running with it.

Pricing starting from:

US$50 000,00/year

  • Free Trial
  • Subscription

Key benefits of Optimizely

  • Learn more about the visitors that connect with website & mobile apps through Optimizely's visitor segmentation tools.

  • Segment visitors through basic or custom visitor segmentation then target optimized experiences and focus on high-value visitors.

  • Seamlessly integrate data across all your platforms and synchronize Optimizely with the products already in use.

  • Improve customer engagement and increase revenue across desktop, mobile web and mobile apps with A/B testing, multivariate testing and multi-page testing.

  • Optimizely's Starter Plan is absolutely free and only becomes chargeable once a visitor number threshold is reached.

  • Devices

    Business size

    S M L


    Australia, Canada, United Kingdom, Japan, United States

    Supported Languages

    English, German

    Pricing starting from:

    US$50 000,00/year

    • Free Trial
    • Subscription


    Target specific user segments when running experiments
    Optimizely performance summaries
    Optimizely's experiment scheduler
    Basic & custom visitor sgementation
    Optimizely's A:B testing
    View 6 more
    Optimizely video
    Optimizely screenshot: Target specific user segments when running experiments Optimizely screenshot: Optimizely performance summaries Optimizely screenshot: Optimizely's experiment scheduler Optimizely screenshot: Basic & custom visitor sgementation Optimizely screenshot: Optimizely's A:B testing


    Total features of Optimizely: 57

    • A/B Testing
    • API
    • Access Controls/Permissions
    • Account Based Marketing
    • Activity Dashboard
    • Audience Targeting
    • Behavior Tracking
    • Behavioral Targeting
    • Campaign Segmentation
    • Collaboration Tools
    • Contextual Targeting
    • Conversion Rate Optimization
    • Customer Experience Management
    • Customer Segmentation
    • Customizable Reports
    • Customizable Templates
    • Data Import/Export
    • Data Visualization
    • Drag & Drop
    • Event Tracking
    • Experience Management
    • For Websites
    • Funnel Analysis
    • Geotargeting
    • Heatmaps
    • Landing Pages/Web Forms
    • Multi-Channel Distribution
    • Multi-Department/Project
    • Multivariate Testing
    • Performance Metrics
    • Prioritization
    • Project Management
    • Project Planning
    • Project Tracking
    • Real Time Data
    • Real Time Editing
    • Real-time Updates
    • Recommendations
    • Reporting/Analytics
    • Responsive
    • Role-Based Permissions
    • Search/Filter
    • Single Sign On
    • Split Testing
    • Statistical Analysis
    • Template Management
    • Test Scheduling
    • Third Party Integrations
    • Two-Factor Authentication
    • Visitor Management
    • Visitor Tracking
    • Visual Analytics
    • Visual Editor
    • WYSIWYG Editor
    • Website Personalization
    • Workflow Management
    • eCommerce Management


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    Overall rating

    4,5 /5
    Value for Money
    Ease of Use
    Customer Support

    Already have Optimizely?

    Software buyers need your help! Product reviews help the rest of us make great decisions.

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    Showing 5 reviews of 89
    Crystal I.
    Overall rating
    • Industry: Insurance
    • Company size: 11-50 Employees
    • Used Daily for 6-12 months
    • Review Source

    Overall rating

    • Ease of Use
    • Likelihood to recommend 9.0 /10

    Optimizely is the tool taught in CRO classes

    Reviewed on 2017/06/01


    I took a CRO course this past year and Optimizely was the go-to A/B testing software. Here's why:
    #1: Super easy to use. You do not need to know how to code, anyone can set up a test and launch it same-day.
    #2: Super easy to understand data. Optimizely essentially analyzes your data for you. Obviously, you should know your stuff when it comes to statistical significance when to stop a test (hint: not just when you reach statistical significance), etc, but the graphs and data charts are crisp and clean.
    #3: Only what you need. I'm sure Optimizely has a TON of features, but I just used it for simple A/B testing. It worked well for this, and I wasn't bogged down with complex aspects that I didn't need. For someone who does want a more complex tool, I'm sure you can find that in Optimizely with more of the advanced features.

    Catherine C.
    Overall rating
    • Used Daily for 1+ year
    • Review Source

    Overall rating

    • Value for Money
    • Ease of Use
    • Customer Support

    Excellent AB testing tool!

    Reviewed on 2018/04/10


    With this tool, you can check which web page or landing page is working best, thanks to the A / B tests.

    This option allows you to compare two pages with their different elements. In real time, you can see which one is getting more visits and more conversions. All this without having to have programming knowledge, since you will not have to write a single code.

    The page that gets the most interactions and the best results will be the one chosen. A good way to guarantee more success in each of your creations.


    This software is very expensive, but it is really worth its initial price, everything else is wonderful

    James P.
    Overall rating
    • Industry: Financial Services
    • Company size: 2-10 Employees
    • Used Daily for 1-5 months
    • Review Source

    Overall rating

    • Value for Money
    • Ease of Use
    • Customer Support
    • Likelihood to recommend 5.0 /10

    Okay A/B testing tool - there are better options

    Reviewed on 2018/06/12

    I got the ability to set up A/B tests on my website. Nothing too special, since there's a bunch of...

    I got the ability to set up A/B tests on my website. Nothing too special, since there's a bunch of other software out there that will do the same thing.


    I was attracted to Optimizely because it's a low-cost tool to run A/B tests on websites. Even though their prices have changed over the years, it's still one of the lowest-cost solutions out there. It's also easy to use, because the most time-consuming step is putting the code on your site. If you have a small website, you can get it done in a few minutes.


    Preview mode is really buggy. I also wish there was a way to segment the results by audience. For example, if I'm running a different type of traffic to a page I want to be able to see a separate page of data specifically for that. The new goal setting flow is also buggy, but it is new. Hopefully they fix all the kinks as time goes on.

    Chad W.
    Overall rating
    • Industry: Nonprofit Organization Management
    • Company size: 1 001-5 000 Employees
    • Used Weekly for 1+ year
    • Review Source

    Overall rating

    • Value for Money
    • Ease of Use
    • Customer Support
    • Likelihood to recommend 10.0 /10

    Easiest A/B Testing Platform Out There

    Reviewed on 2016/10/07

    I have been using Optimizely for over 2 years now. In my previous role I used another testing and...

    I have been using Optimizely for over 2 years now. In my previous role I used another testing and targeting tool that was much more complex to use. Optimizely's user interface is intuitive and the statistical algorithms give you confidence in selecting a winner. The best part about Optimizely is it's support. They have a support line and they will work tirelessly until your issue is resolved. I recommend Optimizely's platform to anyone looking to increase web conversions or provide more personal web experiences.


    - Easy to use
    - Support
    - Great UI
    - Statistical modeling
    - Large optimization community


    The price is higher than some tools but you get what you pay for.

    Steven S.
    Overall rating
    • Industry: Computer Software
    • Company size: 501-1 000 Employees
    • Used Weekly for 2+ years
    • Review Source

    Overall rating

    • Ease of Use
    • Likelihood to recommend 8.0 /10

    MVT concepts and phase release features

    Reviewed on 2020/06/30

    We use Optimizely primarily for data and headline testing. We have also used Optimizely to release...

    We use Optimizely primarily for data and headline testing. We have also used Optimizely to release in a phased manner to allow control testing of new features on a smaller section of users.


    Ability to segment users based on attributes (such as age, location, and platform) and evaulate interface concepts, data and headline changes, as well as phased deployment of completed features. Rich dashboard to monitor experiments and provide data snapshots during a campaign.


    App integration is more challenging than the script used for web, though there are client libraries in Swift, Java, and other languages to make this easier.

    Showing 5 reviews of 89 Read all reviews

    Optimizely FAQs

    Below are some frequently asked questions for Optimizely.

    Optimizely offers the following pricing plans:

    • Starting from: US$50 000,00/year
    • Pricing model: Subscription
    • Free Trial: Not Available

    Optimizely offer Standard, Business, and Enterprise plans. Please contact Optimizely for pricing information.

    We do not have any information about Optimizely features

    Optimizely has the following typical customers:

    51-200, 201-500, 501-1 000, 1 001+

    Optimizely supports the following languages:

    English, German

    Optimizely supports the following devices:

    Android (Mobile), iPhone (Mobile), iPad (Mobile)

    Optimizely integrates with the following applications:

    AT Internet Web Analytics, Ambassador, Amplitude, Bizible, CallRail, ClickTale, ComScore, Crazy Egg, Decibel Insight, Demandbase ABM Platform, Google Analytics, Hotjar, Inspectlet, Invoca, Justuno, Kissmetrics, LeadsRx, LiveRamp Identity Link, Localytics, Mixpanel, Mouseflow, Oracle Data Management Platform, Ptengine, Qualaroo, SAP Customer Data Cloud, Salesforce Commerce Cloud, Segment, SessionCam, Tealium Universal Data Hub, Woopra, WordPress

    Optimizely offers the following support options:

    Email/Help Desk, FAQs/Forum, Knowledge Base, Phone Support, 24/7 (Live rep), Chat

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