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Optimizely

Enterprise experimentation platform — the OG of web A/B testing.

4.4/5 Contact sales A/B Testing & CRO
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Best for Enterprise experimentation
Pricing Contact sales
Setup time Under 30 min
Learning curve Moderate
Support Email, chat, CRO consultants on enterprise
Company Optimizely
Launched 2010

About Optimizely

Optimizely is an A/B Testing & CRO tool that enterprise experimentation rely on day-to-day. It wins on two counts: enterprise-grade stats + reporting; and feature flags + web experiments in one. Day-to-day you'll live in Web experiments and Feature flags, with the rest of the suite plugging into those two. Pricing is quote-based; expect a hands-on onboarding call before you can price it. The enterprise CRO default.

Available on

Web appiOSAndroidAPISDKs

Integrates with

SalesforceSegmentGoogle AnalyticsAdobe AnalyticsmParticle

Who it's for

A quick filter before you spend time on Optimizely — read both sides before committing.

Use it if…

  • Enterprise product + marketing teams
  • Companies running 50+ experiments/mo
  • Teams with dedicated experimentation function

Skip it if…

  • SMBs (expensive)
  • Teams running 1–5 experiments/mo
  • Startups without statistical sophistication

Pros and cons

Pros

  • Enterprise-grade stats + reporting
  • Feature flags + web experiments in one
  • Deep integration with Adobe + Salesforce
  • Hits the core a/b testing & cro workflow without forcing a hunt for second tools
  • Pricing lands in the right band for its target buyer

Cons

  • Opaque pricing — expect $50K+/yr
  • Learning curve for admins
  • Overkill for most SMBs
  • Not the cheapest option in the category — the free alternatives cover basics
  • Advanced features sit behind higher-tier plans most small teams won't need

Features

The capabilities you actually get when you sign up for Optimizely.

  1. 01

    Web experiments

    Visual editor + code-based A/B tests

  2. 02

    Feature flags

    Server-side flags with rollout control

  3. 03

    Personalization

    AI-powered content personalization

  4. 04

    Core workspace

    The main editor or dashboard where day-to-day a/b testing & cro work happens

  5. 05

    Integrations hub

    Connects to the tools your stack already uses so data doesn't live in silos

  6. 06

    Reporting and dashboards

    Built-in reports and exportable dashboards for stakeholder reviews

Pricing

No free plan — here's what you get at each paid tier.

Enterprise

Contact sales

  • Starts around $50K/yr

Frequently asked questions

What people usually want to know before signing up for Optimizely.

Is Optimizely still worth the price?

For enterprise with mature experimentation culture, yes. For most, VWO or Statsig is better value.

Does Optimizely include feature flags?

Yes, with Optimizely Full Stack.

Does the editor cause page flicker or hurt Core Web Vitals?

Modern async-rendering engines keep flicker under 100ms. Older synchronous snippets can add 300ms+ to LCP — test before you ship.

How much traffic do I need to run a test?

Roughly 1,000 conversions per variant per week for a 10% MDE at 95% confidence. Below that, tests take longer than the lifetime of the feature.

Is server-side testing worth the extra work?

For logged-in features and pricing changes, yes — it's the only way to test without exposing your experiment architecture to the client.

Bottom line

Should you use Optimizely?

The enterprise CRO default. Startups and mid-market should look at VWO, GrowthBook or Statsig first.

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