Optimizely Pricing, Features, Reviews & Comparison of Alternatives


Website optimization platform with A/B & multivariate tests

4.55/5 (88 reviews)

Optimizely overview

What is 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 options
Free trial
Value for money
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Business size



United States, Canada, United Kingdom, Australia, Japan

Supported languages

English, German
Optimizely screenshot: Target specific user segments when running experimentsMeet Optimizely XOptimizely screenshot: Optimizely performance summariesOptimizely screenshot: Optimizely's experiment schedulerOptimizely screenshot: Basic & custom visitor sgementationOptimizely screenshot: Optimizely's A:B testing

Optimizely user reviews

Value for money
Ease of use
Customer support
Crystal Ignatowski

Optimizely is the tool taught in CRO classes

Used daily for 6-12 months
Reviewed 2017-06-01
Review Source: GetApp

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.

Rating breakdown

Ease of use

Likelihood to recommend: 9/10

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catherine campero

Excellent AB testing tool!

Used daily for 1-2 years
Reviewed 2018-04-10
Review Source: Capterra

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

Rating breakdown

Value for money
Ease of use
Customer support

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Absolutely the best solution in market... until they went enterprise focused

Used occasionally for 2+ years
Reviewed 2020-11-08
Review Source: Capterra

Overall was a great platform and I miss using it since they've gone up market.

Really enjoyed using Optimizely prior to their shift to enterprise. Found their platform very useful and some really good graphs that prevented me from ending split tests too early!!

Too expensive now. I don't know anyone using it for this reason. Hard to justify the cost with other solutions in market like google optimize now.

Rating breakdown

Ease of use

Likelihood to recommend: 5/10

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James Pollard

Okay A/B testing tool - there are better options

Used daily for less than 6 months
Reviewed 2018-06-12
Review Source: Capterra

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.

Rating breakdown

Value for money
Ease of use
Customer support

Likelihood to recommend: 5/10

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Chad Wales

Easiest A/B Testing Platform Out There

Used weekly for 1-2 years
Reviewed 2016-10-07
Review Source: GetApp

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.

Rating breakdown

Value for money
Ease of use
Customer support

Likelihood to recommend: 10/10

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Optimizely pricing

Pricing options
Free trial
View Pricing Plans

Optimizely offer Standard, Business, and Enterprise plans.

Please contact Optimizely for pricing information.

Optimizely features

Activity Dashboard
Collaboration Tools
Customizable Reporting
Data Import/Export
Data Visualization
Real Time Data
Third Party Integration
Visual Analytics

Ad hoc Reporting (85 other apps)
Business Analysis (78 other apps)
Business Intelligence (118 other apps)
Charting (86 other apps)
Dashboard Creation (108 other apps)
Data Filtering (112 other apps)
Monitoring (92 other apps)
Multiple Data Sources (81 other apps)
Predictive Analytics (86 other apps)
Real Time Analytics (121 other apps)
Reporting & Statistics (144 other apps)

Videos and tutorials

Additional information for Optimizely

Key features of Optimizely

  • Experiment & variation creation
  • Image hosting
  • Experiment scheduler
  • Multivariate testing
  • Traffic allocation
  • Test scheduling
  • Engagement tracking
  • Stats engine
  • Visitor segmentation
  • Geo-targetting
  • Dynamic customer profiling
  • Visual editor
  • Developer tools
  • Out of the box integration
  • Collaborative workspace
  • Customizable reporting
  • Customizable templates
  • Data visualization
  • eCommerce management
  • Event tracking
  • Permission management
  • Project planning
  • Project tracking
  • Real time data
  • Real time updates
  • Single sign on
  • Template management
  • Third party integration
  • Two-factor authentication
  • Visitor tracking
  • Workflow management
  • Activity dashboard
  • Prioritizing
  • Customer segmentation
  • Heatmap
  • Visual analytics
  • Conversion rate optimization
  • Data import/export
  • A/B testing
  • API
  • Role-based permissions
  • WYSIWYG editor
  • Filtered views
  • Market segmentation
  • Multi-channel distribution
  • Performance reports
  • Collaboration tools
  • Project management
  • Behavior tracking
  • Customer experience management
  • Geotargeting
  • Visitor targeting
  • Multi-department / project
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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.