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Optimizely, Inc.

Optimizely Web Experimentation

Composite Score

7.1 /10

CX Score

6.8 /10

13 Reviews Write a Review

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What is Optimizely Web Experimentation?

Optimizely Web Experimentation is a platform that allows you to experiment via A/B or multi-variant testing on any channel or device with an internet connection. Built for the enterprise, the platform is a front-end A/B and multi-page experimentation product that uses features like exclusion groups that let you safely run multiple experiments on the same page.

Company Details

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Awards & Recognition

Optimizely Web Experimentation won the following awards in the A/B Testing category

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4 Top Rated Capabilities

7 Top Rated Features

Latest Award, 2025

Service Experience

2024

2024 Data Quadrant Champion

2024

4 Top Rated Capabilities

7 Top Rated Features

2024

Optimizely Web Experimentation Ratings

Real user data aggregated to summarize the product performance and customer experience.
Download the entire Product Scorecard to access more information on Optimizely Web Experimentation.

Product scores listed below represent current data. This may be different from data contained in reports and awards, which express data as of their publication date.

87 Likeliness to Recommend

1
Since last award

91 Plan to Renew

2
Since last award

75 Satisfaction of Cost Relative to Value

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Emotional Footprint Overview

Product scores listed below represent current data. This may be different from data contained in reports and awards, which express data as of their publication date.

+77 Net Emotional Footprint

The emotional sentiment held by end users of the software based on their experience with the vendor. Responses are captured on an eight-point scale.

How much do users love Optimizely Web Experimentation?

0% Negative

22% Neutral

78% Positive

Pros

Performance Enhancing
Reliable
Enables Productivity
Inspires Innovation

Cons

Under Delivered
Less Friendly Negotiation

Feature Ratings

Average 88

Split URL Testing

100

Visual Editor

100

Heatmaps/Clickmaps

100

Landing Page & Web Form Testing

100

Goal Tracking and Conversion Definition

100

No-Code/Low-Code Test Building

100

Traffic Allocation Control

100

Split Testing

Audience Segmentation

Multivariate Testing

Integrations

Vendor Capability Ratings

Average 79

Ease of Implementation

Quality of Features

Vendor Support

Business Value Created

Ease of IT Administration

Breadth of Features

Ease of Customization

Usability and Intuitiveness

Availability and Quality of Training

Product Strategy and Rate of Improvement

Ease of Data Integration

Optimizely Web Experimentation Reviews

Audrey O.

Role: Sales Marketing
Industry: Construction
Involvement: Business Leader or Manager

Validated Review

Verified Reviewer

Submitted Oct 2023

Optimizely is the Market Leader for A/B Testing

Likeliness to Recommend

10 /10

What differentiates Optimizely Web Experimentation from other similar products?

Optimizely basically defined experimentation as one of the original leaders in the field. While VWO has heatmaps, or Mutiny has popups, we are making full use of their dedicated account team that can help us at every turn. Their developers are ready to assist.

What is your favorite aspect of this product?

Optimizely's professional services and agency resources are really where this platform shines. They have developed and enabled a workforce of folks dedicated to your success.

What do you dislike most about this product?

They do just about everything quite well. The only downside is there is a lack of folder organization. So if you run a lot of tests then your dashboard is going to get cluttered.

What recommendations would you give to someone considering this product?

Definitely consider Optimizely first before jumping into any "personalization" tool. Experimentation is a key function dedicated to driving business insights. They are also the market leaders in the space and hold an annual conference for you to meet leaders and practitioners. The competitors aren't quite there yet.

Pros

Reliable
Performance Enhancing
Enables Productivity
Trustworthy

Ganesh G.

Role: Information Technology
Industry: Not for Profit
Involvement: IT Development, Integration, and Administration

Validated Review

Verified Reviewer

Submitted Aug 2025

Seamless A/B Testing

Likeliness to Recommend

8 /10

What differentiates Optimizely Web Experimentation from other similar products?

Unique feature is its user-friendly, client-side WYSIWYG (what you see is what you get ) visual editor that enables users to design without having to worry about the coding part.

What is your favorite aspect of this product?

Their visual editor which enabled our marketing team to design variations for our A/B testing

What do you dislike most about this product?

Their dashboard's UI is little bit old but still usable.

What recommendations would you give to someone considering this product?

Its great product if your team want to do rapid A/B testing

Pros

Helps Innovate
Continually Improving Product
Reliable
Performance Enhancing

Sophie H.

Role: Sales Marketing
Industry: Other
Involvement: IT Development, Integration, and Administration

Validated Review

Verified Reviewer

Submitted Oct 2023

Easy to use & great features. Just a bit costly

Likeliness to Recommend

10 /10

What differentiates Optimizely Web Experimentation from other similar products?

They have really harnessed the power of AI to help with smart learning and traffic distribution. But where it does not hinder what you control when testing

What is your favorite aspect of this product?

The ability to target specific audiences, and harness the power of AI during the MVT tests. Also being able to easily apply front end changes and development teams being able to implement changes via code within the platform

What do you dislike most about this product?

The cost.

Pros

Helps Innovate
Reliable
Performance Enhancing
Enables Productivity

Optimizely Web Experimentation

What is Optimizely Web Experimentation?

Company Details

Need Assistance?

Awards & Recognition

2024 Data Quadrant Champion

Optimizely Web Experimentation Ratings

87 Likeliness to Recommend

1 Since last award

91 Plan to Renew

2 Since last award

75 Satisfaction of Cost Relative to Value

Emotional Footprint Overview

+77 Net Emotional Footprint

How much do users love Optimizely Web Experimentation?

Pros

Cons

Feature Ratings Average rating of all product features, some of which may not be shown below

Split URL Testing Test different web pages using separate URLs e.g., www.site.com/a vs www.site.com/b.

Visual Editor WYSIWYG editor that allows users to modify pages and elements visually for test setup.

Heatmaps/Clickmaps Visual overlays showing where users click, move, or scroll — used to inform testing strategies.

Landing Page & Web Form Testing Create and test standalone landing pages and forms for lead generation and conversion.

Goal Tracking and Conversion Definition Allow users to set specific success metrics e.g., signups or purchases, and track results automatically.

No-Code/Low-Code Test Building Provide non-technical users with interfaces to create and run tests without needing developers.

Traffic Allocation Control Manually or dynamically control how much user traffic is directed to each test variant.

Split Testing A/B or Split Testing allows marketing managers to compare and contrast two or more versions of the same piece of content to maximizing open, click and rates.

Audience Segmentation The ability to create and analyze discrete customer audience segments based on user-defined criteria or variables.

Multivariate Testing Capability of the software to test multiple site elements or variables to determine the combination of variables that leads to increased conversion.

Integrations Ability of the software to sync with the current programs of the user for seamless process. The workplace platform integrates with common business applications.

Vendor Capability Ratings Average rating of all vendor capabilities, some of which may not be shown below

Ease of Implementation Successfully implementing new software is necessary to realize its full value and promote end user adoption. This data indicates whether or not the product is easy to implement.

Quality of Features Feature quality is just as important as quantity. Use this data to determine if this product will do what you're purchasing it to do, easily, intuitively, reliably, and effectively.

Vendor Support The importance of vendor support will vary for each organization depending on internal capabilities, but there will always be issues that only the vendor can resolve.

Business Value Created Software needs to create value for employees, customers, partners, and, ultimately, shareholders. This data expresses user satisfaction - or lack thereof - with the product's business value.

Ease of IT Administration This data indicates whether IT personnel will be able to resolve issues and perform configurations efficiently and effectively.

Breadth of Features Users prefer feature rich software that enables them to perform diverse series of tasks. This data expresses user satisfaction with the product's breadth of features.

Ease of Customization Don't get bogged down in a difficult customization; use this data to make sure you can easily achieve the functionality you need for your particular situation.

Usability and Intuitiveness End user learning curves cost the organization money. Pay attention to your end users' technical ability to determine how important UX is in your purchase.

Availability and Quality of Training Effective and readily available training enables users to get the most out of the software you've chosen. Use this section to make sure your vendor's training programs and materials measure up.

Product Strategy and Rate of Improvement Vendors who don't stay on top of emerging needs and trends won't enable you to meet your business goals. Use this data to separate innovators from imposters.

Ease of Data Integration Use this data to determine whether the product will cause headaches or make data integration easy.

Optimizely Web Experimentation Reviews

Audrey O.

Optimizely is the Market Leader for A/B Testing

Likeliness to Recommend

Pros

Ganesh G.

Seamless A/B Testing

Likeliness to Recommend

Pros

Sophie H.

Easy to use & great features. Just a bit costly

Likeliness to Recommend

Pros

1
Since last award

2
Since last award

Feature Ratings

Split URL Testing

Visual Editor

Heatmaps/Clickmaps

Landing Page & Web Form Testing

Goal Tracking and Conversion Definition

No-Code/Low-Code Test Building

Traffic Allocation Control

Split Testing

Audience Segmentation

Multivariate Testing

Integrations

Vendor Capability Ratings

Ease of Implementation

Quality of Features

Vendor Support

Business Value Created

Ease of IT Administration

Breadth of Features

Ease of Customization

Usability and Intuitiveness

Availability and Quality of Training

Product Strategy and Rate of Improvement

Ease of Data Integration