ActiveCampaign vs. Optimizely Web Experimentation

Overview
ProductRatingMost Used ByProduct SummaryStarting Price
ActiveCampaign
Score 7.8 out of 10
N/A
ActiveCampaign helps small teams power big businesses with a platform for intelligent marketing automation. It provides email marketing, marketing automation, and CRM tools that help businesses to create incredible customer experiences.
$19
per month
Optimizely Web Experimentation
Score 8.7 out of 10
N/A
Optimizely Web Experimentation empowers teams to conduct experiments (without having to rely on developer resources) in order to test various user interactions, make website changes backed by data, and personalize customer experiences.N/A
Pricing
ActiveCampaignOptimizely Web Experimentation
Editions & Modules
No answers on this topic
No answers on this topic
Offerings
Pricing Offerings
ActiveCampaignOptimizely Web Experimentation
Free Trial
YesNo
Free/Freemium Version
NoNo
Premium Consulting/Integration Services
NoYes
Entry-level Setup FeeNo setup feeOptional
Additional Details
More Pricing Information
Community Pulse
ActiveCampaignOptimizely Web Experimentation
Considered Both Products
ActiveCampaign
Chose ActiveCampaign
Although these service providers are good and maybe better for starters, if you want to take your email marketing game a step further, you will need a tool like ActiveCampaign. I still like and occasionally use MailChimp, but for more sophisticated work I use ActiveCampaign. …
Optimizely Web Experimentation
Chose Optimizely Web Experimentation
Optimizely is a great tool for A/B testing landing pages, I'd recommend it to anyone who doesn't have a built-in A/B test workflow. I haven't come across a worthy competitor that does what Optimizely does. Their software is also much more robust than landing page platforms that …
Top Pros
Top Cons
Features
ActiveCampaignOptimizely Web Experimentation
Email & Online Marketing
Comparison of Email & Online Marketing features of Product A and Product B
ActiveCampaign
8.5
662 Ratings
10% above category average
Optimizely Web Experimentation
-
Ratings
WYSIWYG email editor8.9579 Ratings00 Ratings
Dynamic content7.9518 Ratings00 Ratings
Ability to test dynamic content7.6469 Ratings00 Ratings
Landing pages8.9336 Ratings00 Ratings
A/B testing8.7379 Ratings00 Ratings
Mobile optimization8.9525 Ratings00 Ratings
Email deliverability reporting7.3629 Ratings00 Ratings
List management9.3648 Ratings00 Ratings
Triggered drip sequences9.4572 Ratings00 Ratings
Lead Management
Comparison of Lead Management features of Product A and Product B
ActiveCampaign
8.5
523 Ratings
9% above category average
Optimizely Web Experimentation
-
Ratings
Lead nurturing automation8.7490 Ratings00 Ratings
Lead scoring and grading7.4358 Ratings00 Ratings
Data quality management9.0400 Ratings00 Ratings
Automated sales alerts and tasks8.7355 Ratings00 Ratings
Campaign Management
Comparison of Campaign Management features of Product A and Product B
ActiveCampaign
9.3
372 Ratings
20% above category average
Optimizely Web Experimentation
-
Ratings
Calendaring9.3293 Ratings00 Ratings
Event/webinar marketing9.4285 Ratings00 Ratings
Social Media Marketing
Comparison of Social Media Marketing features of Product A and Product B
ActiveCampaign
9.1
286 Ratings
20% above category average
Optimizely Web Experimentation
-
Ratings
Social sharing and campaigns9.6253 Ratings00 Ratings
Social profile integration8.6249 Ratings00 Ratings
Reporting & Analytics
Comparison of Reporting & Analytics features of Product A and Product B
ActiveCampaign
8.3
625 Ratings
10% above category average
Optimizely Web Experimentation
-
Ratings
Dashboards8.0595 Ratings00 Ratings
Standard reports8.1582 Ratings00 Ratings
Custom reports8.9377 Ratings00 Ratings
Platform & Infrastructure
Comparison of Platform & Infrastructure features of Product A and Product B
ActiveCampaign
9.1
489 Ratings
18% above category average
Optimizely Web Experimentation
-
Ratings
API9.1390 Ratings00 Ratings
Role-based workflow & approvals9.1266 Ratings00 Ratings
Customizability9.0419 Ratings00 Ratings
Integration with Salesforce.com9.291 Ratings00 Ratings
Integration with Microsoft Dynamics CRM9.760 Ratings00 Ratings
Integration with SugarCRM9.756 Ratings00 Ratings
Third-party software integrations7.618 Ratings00 Ratings
Testing and Experimentation
Comparison of Testing and Experimentation features of Product A and Product B
ActiveCampaign
-
Ratings
Optimizely Web Experimentation
8.0
89 Ratings
7% below category average
a/b experiment testing00 Ratings9.389 Ratings
Split URL testing00 Ratings8.572 Ratings
Multivariate testing00 Ratings8.874 Ratings
Multi-page/funnel testing00 Ratings8.169 Ratings
Cross-browser testing00 Ratings7.448 Ratings
Mobile app testing00 Ratings7.637 Ratings
Test significance00 Ratings8.581 Ratings
Visual / WYSIWYG editor00 Ratings8.073 Ratings
Advanced code editor00 Ratings7.566 Ratings
Page surveys00 Ratings7.017 Ratings
Visitor recordings00 Ratings8.418 Ratings
Preview mode00 Ratings8.079 Ratings
Test duration calculator00 Ratings6.954 Ratings
Experiment scheduler00 Ratings8.152 Ratings
Experiment workflow and approval00 Ratings6.535 Ratings
Dynamic experiment activation00 Ratings7.432 Ratings
Client-side tests00 Ratings9.248 Ratings
Server-side tests00 Ratings9.117 Ratings
Mutually exclusive tests00 Ratings8.436 Ratings
Audience Segmentation & Targeting
Comparison of Audience Segmentation & Targeting features of Product A and Product B
ActiveCampaign
-
Ratings
Optimizely Web Experimentation
8.6
83 Ratings
3% below category average
Standard visitor segmentation00 Ratings8.982 Ratings
Behavioral visitor segmentation00 Ratings8.362 Ratings
Traffic allocation control00 Ratings9.478 Ratings
Website personalization00 Ratings7.954 Ratings
Results and Analysis
Comparison of Results and Analysis features of Product A and Product B
ActiveCampaign
-
Ratings
Optimizely Web Experimentation
8.3
81 Ratings
3% below category average
Heatmap tool00 Ratings9.013 Ratings
Click analytics00 Ratings8.733 Ratings
Scroll maps00 Ratings7.917 Ratings
Form fill analysis00 Ratings8.223 Ratings
Conversion tracking00 Ratings8.744 Ratings
Goal tracking00 Ratings8.470 Ratings
Test reporting00 Ratings8.173 Ratings
Results segmentation00 Ratings8.048 Ratings
CSV export00 Ratings7.746 Ratings
Experiments results dashboard00 Ratings8.049 Ratings
Best Alternatives
ActiveCampaignOptimizely Web Experimentation
Small Businesses
Emma by Marigold
Emma by Marigold
Score 8.6 out of 10
Convert Experiences
Convert Experiences
Score 9.5 out of 10
Medium-sized Companies
Emma by Marigold
Emma by Marigold
Score 8.6 out of 10
Dynamic Yield
Dynamic Yield
Score 9.2 out of 10
Enterprises
Emma by Marigold
Emma by Marigold
Score 8.6 out of 10
Dynamic Yield
Dynamic Yield
Score 9.2 out of 10
All AlternativesView all alternativesView all alternatives
User Ratings
ActiveCampaignOptimizely Web Experimentation
Likelihood to Recommend
7.5
(674 ratings)
8.7
(174 ratings)
Likelihood to Renew
8.4
(25 ratings)
8.5
(45 ratings)
Usability
7.6
(38 ratings)
9.0
(57 ratings)
Availability
9.1
(5 ratings)
10.0
(7 ratings)
Performance
6.8
(5 ratings)
7.3
(6 ratings)
Support Rating
1.4
(41 ratings)
10.0
(16 ratings)
In-Person Training
9.1
(2 ratings)
-
(0 ratings)
Online Training
7.3
(1 ratings)
3.0
(1 ratings)
Implementation Rating
8.6
(14 ratings)
8.0
(11 ratings)
Configurability
6.5
(4 ratings)
6.0
(1 ratings)
Ease of integration
8.9
(4 ratings)
-
(0 ratings)
Product Scalability
1.9
(5 ratings)
8.0
(86 ratings)
Vendor post-sale
6.5
(4 ratings)
-
(0 ratings)
Vendor pre-sale
7.2
(4 ratings)
-
(0 ratings)
User Testimonials
ActiveCampaignOptimizely Web Experimentation
Likelihood to Recommend
ActiveCampaign
ActiveCampaign is brilliant for small businesses wanting a secure, reliable and user friendly email capture software that filters users emails into the appropriate category/tags and have endless options when it comes to having different lead magnets and ways users may sign up. It's been super handy for my small business to send regular emails and be able to analyse the success rates and open rates of emails and the ability to resend them with a different subject line. It's made email marketing really easy peasy.
Read full review
Optimizely
Where Optimizely Shines: Best for Large-Scale Operations: Optimizely is exceptionally well-suited for large enterprises with complex, multi-faceted A/B and multivariate testing needs. Its comprehensive functionality is perfect for conducting extensive experiments across various websites and products. Data-Driven Companies: For organizations heavily reliant on data-driven strategies, Optimizely's advanced analytics and detailed reporting are invaluable. It's ideal for businesses that require an in-depth understanding of user behavior to enhance user experiences and optimize conversion rates. E-commerce Personalization: E-commerce platforms aiming to personalize content and offers will find Optimizely's personalization features highly beneficial. This can significantly boost user engagement and sales. Where Optimizely May Not Be the Best Fit: Cost-Prohibitive for Small Businesses/Startups: The high cost of Optimizely can be a barrier for small businesses or startups. These entities might find the platform's advanced features excessive for their basic A/B testing needs, given their limited budgets. Overkill for Simple Testing Needs: For websites requiring only basic A/B testing, Optimizely's extensive suite of features may be unnecessary. More straightforward and budget-friendly tools could serve their purposes more effectively. Not Ideal for Short-Term Projects: For businesses planning short-term experiments or one-time projects, the investment in Optimizely might not offer adequate returns. Simpler, less expensive platforms could be more appropriate for such limited engagements. Conclusion:Optimizely is a powerful tool for web experimentation, but its suitability varies greatly with the scale and nature of the business. It offers significant advantages for large-scale, data-centric enterprises, while smaller businesses or those with simpler requirements might find it less appropriate due to its high cost.
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Pros
ActiveCampaign
  • The graphic design is very good, especially fonts, colours and templates
  • Flexibility of design and functionality
  • Takes a little while to learn it, but generally user-friendly
  • Looks very professional but doesn't cost much to get started
  • There are masses of integrations for ActiveCampaign, and the ones I tried all worked well and didn't take long to figure out.
Read full review
Optimizely
  • The audience feature is easy to use and very beneficial in previewing the experiment as users would see it before launching the experiment
  • Targeting individual pages or a group of saved pages is easy to do
  • Metric tracking is highly customizable and easy to visualize
Read full review
Cons
ActiveCampaign
  • The email designing part could be easier to use. There are certain simple shortcuts that don't work, for example, adding links is more complicated than it should be, moving blocks around is hard, etc.
  • There's no good way to filter by 'active' and 'inactive' subscribers when editing en-mass.
  • I'd like more reporting data on one page.
Read full review
Optimizely
  • Hard to use extensions without some knowledge of HTML/CSS
  • Inconsistent user counts between GA & Optimizely when it comes to calculating MAUs, hard to be able to forecast budget and overages when our source of truth (GA) differs from our testing platform (Optimizely)
  • Impressions model doesn't support scaling personalization experiences - hard to run a serious data driven testing program when you have to cut tests short before 14 days (ideal length to get to any statistical read) in order to save on impressions
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Likelihood to Renew
ActiveCampaign
I am committed at the moment. Rebuilding the automations I have would be a huge time drain. Plus the cost of learning a new system and the risk to deliverability of porting a 6,000 person list to a new platform. Also, AC offers everything I need ast a reasonable (but a little high) price. So, why not a 10? Because, early 2023, AC dropped a massive 2x price hike on long-term customers. They knew few would shift, so this feels like a cynical cash grab and left a bad taste, If they do something like this again, this camel will have a broken back.
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Optimizely
Because it's an incredible and essential tool for my line of work as a conversion optimization specialist. Really couldn't do my job nearly as effectively without it. It's paid for itself many times over and I feel like I'm only beginning to unlock the tools potential.
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Usability
ActiveCampaign
ActiveCampaign has been the easiest marketing automation software we have ever used. They provide tips throughout the entire process of anything you are building. Their support team through LIVE CHAT has been extremely fast and helpful. The monthly meetings provided with the enablement team has helped us through several large and urgent needs.
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Optimizely
Usability is mostly great. I like the WYSIWYG functionality and adding in real code is simple as well. It's easy to target specific pages or audiences. I've knocked a couple of points off because of how difficult it is to set up URL redirect experiments, confusion around creating pages, and lack of data that can be further analyzed.
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Reliability and Availability
ActiveCampaign
I haven't experienced application errors or unplanned outages at all. Active Campaign is ultra reliable and I would not be using them if that were the case. Also, the helpful emails they send are welcomed and informative, and present very practical tips and guidance for using the platform. They're always demonstrating new features and I'm thankful for that.
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Optimizely
I would rate Optimizely Web Experimentation's availability as a 10 out of 10. The software is reliable and does not experience any application errors or unplanned outages. Additionally, the customer service and technical support teams are always available to help with any issues or questions.
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Performance
ActiveCampaign
Oh my gosh, Active Campaign's performance gets an A+++ in my book. The pages load quickly and so do the reports. I haven't noticed any slowdowns when it's integrating with other programs and it performs excellently on all levels.
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Optimizely
I would rate Optimizely Web Experimentation's performance as a 9 out of 10. Pages load quickly, reports are complete in a reasonable time frame, and the software does not slow down any other software or systems that it integrates with. Additionally, the customer service and technical support teams are always available to help with any issues or questions.
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Support Rating
ActiveCampaign
This might be the best part. The chat support lady offered to make a video to help me solve my problem. I worked in customer service for years and I've never done that, lol. So, if they're offering things like that, I can only imagine that they'd be able to handle most any issue you throw at them.
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Optimizely
They always are quick to respond, and are so friendly and helpful. They always answer the phone right away. And [they are] always willing to not only help you with your problem, but if you need ideas they have suggestions as well.
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Online Training
ActiveCampaign
No answers on this topic
Optimizely
The tool itself is not very difficult to use so training was not very useful in my opinion. It did not also account for success events more complex than a click (which my company being ecommerce is looking to examine more than a mere click).
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Implementation Rating
ActiveCampaign
Very satisfied with our implementation in our professional medical practice, allowing us to be on top of client service, and not miss out on crucial information and insights. Marketing is often neglected in professional practices and ActiveCampaign solved this problem with aplomb.
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Optimizely
In retrospect: - I think I should have stressed more demo's / workshopping with the Optimizely team at the start. I felt too confident during demo stages, and when came time to actually start, I was a bit lost. (The answer is likely I should have had them on-hand for our first install.. they offered but I thought I was OK.) - Really getting an understanding / asking them prior to install of how to make it really work for checkout pages / one that uses dynamic content or user interaction to determine what the UI does. Could have saved some time by addressing this at the beginning, as some things we needed to create on our site for Optimizely to "use" as a trigger for the variation test. - Having a number of planned/hoped-for tests already in-hand before working with Optimizely team. Sharing those thoughts with them would likely have started conversations on additional things we needed to do to make them work (rather than figuring that out during the actual builds). Since I had development time available, I could have added more things to the baseline installation since my developers were already "looking under the hood" of the site.
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Alternatives Considered
ActiveCampaign
I moved to ActiveCampaign from Mailchimp. Admittedly, I was using the free version of Mailchimp, but I had numerous episodes of subscriber data NOT being added to Mailchimp, despite using API to integrate with my mailing list. Obviously, I couldn't pay for clicks and not capture subscriber data, so I had to find something else. ActiveCampaign has been 100% reliable in testing.
Read full review
Optimizely
The creation and customization of events in our AB testing is an important feature that Google Optimize does not. Because of how we prioritize our Client journey and leading to more form submissions, it's critical that we can identify pivotal moments that influence our User's decisions.
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Scalability
ActiveCampaign
My web designer told me about Active Campaign and although I don't recall which platform I had before, I LOVE Active Campaign and its user friendliness. The transition was seamless and I've never had a problem with functionality or server failure.
Active Campaign provides so many features, and makes it easy for non-techies to maneuver around the site with ease. They capture information and put it in an easy-to-read format.
At this point, I don't think I'd ever use any other platform!
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Optimizely
I think that Optimizely is a fantastic tool for a company who is serious about testing and looking to grow their understanding of their users and business. It’s great at growing your testing and helping to show the impact of testing. They are constantly working at getting more products and features to make this n all inclusive product to do the most good for your business.
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Return on Investment
ActiveCampaign
  • I haven't monetized my list yet so no clear ROI but great from a list-building perspective
  • The software is not cheap so at times I feel like I may not be getting the most out of the product because I'm not using all of the features
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Optimizely
  • Customer retention: We've reduced subscription service client churn by 20%+ using optimized unsubscribe flows.
  • Risk mitigation: Testing into full site redesigns has saved clients millions of dollars.
  • Feature prioritization: Identifying what painted door changes add value has allowed developers to focus on changes that add hundreds of thousands or even millions to the bottom line.
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ScreenShots

ActiveCampaign Screenshots

Screenshot of tagging, that when combined with conditional content helps to put the right message in front of each customer.Screenshot of marketing automationScreenshot of audience segmentation based on engagement, purchase activity, lead score, or any other dimensionScreenshot of live chat, site messaging, email, and a unified inbox that can be used to build relationships with customers.Screenshot of the CRM, which helps sales reps to get more done in less time

Optimizely Web Experimentation Screenshots

Screenshot of the visual editor, used to make changes to the appearance and layout of a website.Screenshot of the results dashboard that displays experiment results.Screenshot of the integrations page, where integrations can be enabled.