Optimizely Web Experimentation

Optimizely Web Experimentation Reviews

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Ratings and Reviews
(1-25 of 402)

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Score 8 out of 10
Vetted Review
Verified User
Review Source
We use it primarily for A/B testing on our website to determine which experience leads to higher lead submission rates. We are also beginning to use it for personalization on the site. Sometimes, we use this for quick changes that we don't have the engineering capacity to update right away.
  • User Interface, you don't need to be a developer to update experiments.
  • Ability to run more than 1 experiment at a time.
  • Simplicity.
  • Analytics integration: Often have unexplainable data discrepancies between Optimizely and Adobe/Heap
  • Audience Targeting: Often doesn't match our internal source data on groups when they are identified in the same way.
  • Incremental gains: How to determine which experiments have the most impact when there may be multiple running.
Well suited for quick learnings about site visitors, A/B testing. Less appropriate for largescale changes that require in-depth data reporting.
April 16, 2021

Optimizely Review

Katie Goh | TrustRadius Reviewer
Score 7 out of 10
Vetted Review
Verified User
Review Source
Optimizely is the platform of choice for product rollout and product development. We work closely with the sales department to improve the digital experience for prospective clients. With analytics and digital UX tools, we identify potential UX issues or missed opportunities, hypothesize a solution, and then build the proposed solution in Optimizely. We use Optimizely to build and present experiments, and then decide whether to push to production through statistical review.
  • General business users can build experiments without coding.
  • Use of API.
  • It is important to remember that complex features and product rollouts require considerable effort.
  • Large scale experimentation management. Being able to look at the project at a high level of detail is a convenient methodology.
  • A snippet from Optimizely increases the loading time of a page.

It's great if you want to test something quickly with a third-party script on your page. Quick visual fixes are also great when deployments are not possible.

However, it's not great when you want to measure site performance.
Rafael Zorrilla | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
Review Source
Optimizely is the platform of choice for experimentation and product feature rollout. In my department, Education Services, we partner with schools to improve the digital experience for prospective students. Through analytics and digital UX tools, we identify potential UX friction points or missed business opportunities, we hypothesize a solution and then build that proposed solution in Optimizely. Through Optimizely we build experiments, present to users and through statistical review, we determine results on whether to push to production.
  • The ability for general business users to build experiments. No direct need for coding necessary. Caveat, complex feature or product rollouts may need development effort.
  • relatively real-time statistical review of the experiment data.
  • API output.
  • Management of large volume of experimentation. The ability to review the large scale of the experiment is a convenient manner.
  • The incremental increase in page load time due to the Optimizely snippet.
The execution of experiments is good.

The cost is growing significantly more than competitors.
Score 6 out of 10
Vetted Review
Verified User
Review Source
We run a couple hundred of tests a year around a large portfolio of websites. We use it for all site optimization issues.
  • Easy to teach
  • Portable
  • Awful statistics
  • Poor user interface
It's a decent tool for a medium sized company that wants a more plug and play client site optimization tool.
Score 9 out of 10
Vetted Review
Verified User
Review Source
It is being used to increase conversion in our shopping funnel. The users are mainly the product department -- we build the tests, run them, and relay the results to the rest of the Exec team. Ideas can come from anywhere in the organization.
  • It provides an interface to create tests easily.
  • It sends out webinars and best practice emails.
  • It might be our integration with GA, but it's hard to trust the results at times.
  • Traffic allocation-- this might be our implementation, but the users are never 100% on an A/B test.
Optimizely is well suited for testing changes that you may not believe will influence a guests' decision. It's less appropriate for complete funnel changes and overlapping tests.
Score 6 out of 10
Vetted Review
Verified User
Review Source
Our Insights & Analytics team is using Optimizely. Some other teams also use it if they need to insert some JavaScript onto a page to test other functionality (such as a chatbot).

It allows us to perform minor A/B testing to determine which changes customers respond to when browsing our site and purchasing our products.
  • Insert code as the page is rendering. This can be helpful for quick visual fixes or inserting code for testing.
  • Performing A/B testing for minor visual changes to the site.
  • Collecting all tests in a single interface that allows multiple people to see what's being tested.
  • It slows down the rendering of a webpage because it's a third-party script. If you set it to render asynchronously or after the page is rendered, you see flickering.
  • This may be how it's implemented, but our web team typically has no idea when tests are going live as there are no notifications set up. Things can get broken on the site without us knowing.
  • There's no easy way to see what tests are running and what they affect without going into the management interface.
It's great if you want to do quick and easy testing by inserting a third-party script onto your page. It is also great to make quick visual fixes when a deployment isn't possible.

It's not great (at least it isn't great if you aren't using self-hosting/Optimizely Edge) if you want to have optimal website performance.
Emily Emmer | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
Review Source
Optimizely has been used by the marketing department for 6+ years. A/B testing with Optimizely helps us make changes after we've tested impact with our site visitors. We've also used Optimizely as a quick fix for any site issues when resolving through developer resources will be too cumbersome.
  • Simple technical interface that allows for marketing-centric A/B testing, it pulls the power of experimentation back into Marketing's wheelhouse.
  • Excellent support resources: It's easy to get customer support on the phone and they're fully equipped to resolve issues.
  • Great training and certification resources.
  • Limited visibility to product roadmap and ability to influence that roadmap.
  • Mandatory transition to new platform with no access to previous testing was inconvenient (2018).
  • Creating swim-lane testing for tests with the same conversion metric is a bit cumbersome.
Optimizely is a great A/B testing tool for any size business. The Optimizely platform democratizes A/B testing through a simple interface, excellent training tools, easy implementation and low dependence on IT resources. Utilizing Optimizely I've been able to run robust experimentation programs with a variety of resources (acting as a 1-person team with limited access to IT resources as well as managing a team with high access to resources). Additionally, Optimizely is well-priced and positioned to be affordable for a variety of business sizes.
Ashley Smith | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
Review Source
Optimizely is currently being used for our CRO programme to run A/B testing as well as smaller personalisation campaigns. This currently sits solely within the product team to make quick front end changes and testing. This helps to address and resolve user experience issues, styling and formatting issues as well as ensure we are testing within the right areas.
  • Easy to use platform with an easy to use WYSIWYG editor for non-technical people.
  • Specific personalisation suite to enable effective use of 1:1 personalisation on landing pages.
  • Accurate statistcal modelling to ensure confidence in results.
  • Assistance with on-boarding the tool as opossed to using a partner.
  • Dedicated training on the tool for internal business users both on the development and consultancy side.
  • Impression usage should be applied to running AB tests only - Development teams need to take some time to implement a winning variation and so using impressions to temporarily run a winning experience is not ideal.
Well suited to make quick amends to existing issues on site. Althought I don't believe the platform should be used for this purpose for too long. With the program management tool, Optimizely enables users from across the business to share ideas and collobarate and prioritise testing efficiently. There are many ways to QA an experience but changes to the QA tool such as being able to trigger different experiences and/or variations on or off would be ideal.
Score 10 out of 10
Vetted Review
Verified User
Review Source
We use Optimizely to organize, test, and make decisions about our project ideas. Both the Marketing and Development teams can access the tool to input new ideas, and monitor ideas in testing.
  • The separation between idea organization (PM) and test experimentation.
  • Clean, easily navigable interface.
  • Integration with tools like JIRA and Slack makes it easy to stay organized.
  • The analysis input is not obvious and requires a few too many clicks to find an update.
  • A few UX tweaks can make a big difference - ex. in PM, you need to click a section, then click again to start typing. One click should be enough.
  • Allow deletion of PM categories.
It is excellent for A/B testing front end changes of any kind. It is not as easy to test pricing.
Score 9 out of 10
Vetted Review
Verified User
Review Source
Optimizely has allowed the marketing team to run smaller scale tests without support from the development team, but it has also worked well in larger scale testing where the dev team has had to build the test within Optimizely.
  • Easy element selector. Users don't need to know code to pick out certain elements.
  • Audience inclusions and exclusions list is easy to use and straight forward.
  • Clear reporting dashboard allows you to see the results and understand them quickly.
  • On some tests, it takes a while to set up metrics, e.g. redirect tests. It is hard to set up metrics for both the original page and the redirect page.
Really good for being able to set up quick experiments for users who aren't familiar with code or don't want to make code changes.
Emanuell Dan Minciu | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
Review Source
Optimizely is currently being used across multiple teams within the business. Its main purpose is to help us improve our products by finding out from customers how our ideas perform during A/B testing. Currently, our team has been running tests weekly for over 6 months. Optimizely is a great tool which makes this process easy and painless.
  • User-friendly - it's super easy and intuitive to create and launch a test
  • Fast - the app itself runs smoothly and the whole process of launching a test can be as quick as a few minutes
  • Clear feedback - you get a detailed summary of how your test performs (be it either good or bad)
  • Expand on the API - build on the current documentation with the aim of helping developers move tests in their own codebases
One of Optimizely use cases is helping improve your products by finding out from customers how your ideas perform during A/B testing. The tool makes this process easy and painless.
William Sargent | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User
Review Source
Optimizely is being used primarily with our product managers within one department. It has allowed us to use experimentation to prove our hypothesis that have directly affected change for our public facing membership webpages.
  • The tech support has been outstanding.
  • The online documentation is very well written. It makes it easy for us to solve our own challenges.
  • The analytics reporting has been very helpful for us to understand what our audience likes and dislikes.
  • I would have liked to use the Full Stack product, but it was just too expensive to justify its additional cost.
  • I would have liked more control over user permissions and global controls over all experiments.
  • Integration of third-party software was confusing at first.
I would recommend using Optimizely for any website with an ecommerce component as it has the potential to pay for itself if you use a UX Designer and a Front End Developer to implement your experiment ideas.
Score 9 out of 10
Vetted Review
Verified User
Review Source
We have been using Optimizely for over 5 years! As we manage a portfolio of over 50 versions of our site, it's important for us to have a tool such as Optimizely that allows us to properly manage all of our testing and even make small changes on the fly! We are extremely happy with the tool and love its ease of use.
  • AB Testing
  • Allows for quick changes
  • Easy to install JS
  • Better search functionality when searching for current tests
We use Optimizely for all our marketing pages, and it's great for when we want to make changes that do not necessarily need a developer to work on.
Jared Gardner | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User
Review Source
We use Optimizely to do all the web site testing and optimization in the Marketing department.
  • Integrates with most digital marketing tools well.
  • Library features make it easy to reuse metrics, goals, and pages.
  • Endless ways of executing a test.
  • Great thought leadership and training.
  • Being able to target analytics audiences is limiting compared to Google and Adobe products.
  • UI looks nice but its layout a little weird IMO.
Really one of the top tier testing tools, there are very little things it can't do. The personalization add-ons can get expensive though. I wish you could use audiences from GA or Adobe Analytics (and Audience platforms) to target tests, besides that, I have not real complaints.
Alec Dibble | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Reseller
Review Source
Optimizely provides start-of-the-art infrastructure for running split-and-multivariate content testing on websites & apps. I have seen Optimizely used cross-organizationally, usually implemented by Engineering and utilized by a Product and/or Marketing. Testing can be targeted to ad campaigns, segmented based on visitor type, or started by more complex, programmatic triggers.

By utilizing Optimizely, organizations can test and iterate how content changes affect Key Performance Indicators (KPIs). It provides best-in-class tools to setup testing & customization, as well as tracking it's effectiveness.

I have several clients that have utilized Optimizely in the past, with one client that still uses it.
  • Optimizely makes it extremely easy to setup almost any type of split or multi-variate testing experiment. It has a variety of test triggers types & many ways to segment incoming visitors.
  • I believe Optimizely's results dashboard is one of the best among split testing software. It allowed my team to get insights into the running of tests, like time to significance and a view of metric changes over time.
  • Optimizely is very easy to use for non-engineers. It has a powerful visual interface that allows marketers and advertisers to setup complex variations without 1 line of code.
  • In terms of documentation and implementation, I believe Optimizely is ahead of its competitors in terms of its focus on reliability and speed.
  • Optimizely is now very expensive. It's pricing models have change a lot over the time I have used it. Now, it has many different plans with no pricing online.
  • I believe the interface for setting up experiment goals could use improving. Sometimes, there is friction with adding pre-created metrics if you don't remember exactly what they were tracking.
  • Wish the dashboard had more of awareness of funnels and more funnel-specific reporting.
I think Optimizely is a great fit for data-driven organizations that can afford a top-of-the-line testing tool. With Optimizely, you can be sure that performance and reliability will never be an issue with your site. Some split testing solutions can change the end-user experience, but I have had no issues with Optimizely. It is expensive, but provides tools for both engineers & non-engineering departments to implement, run & analyze tests.
Sylvia Flores | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
Review Source
I am using Optimzely with multiple clients in order to battle test marketing messages for relevancy to their potential client base. I am also constantly pushing personalization of the customer experience, which Optimizely helps me to achieve, and in large numbers. With a few clients, I am also using it to test and push new product features to ensure optimum customer delight!
  • Battle testing marketing messages.
  • Personalization to prospects and customers.
  • Product feature testing.
  • Their user experience in Bang On!
  • I've had some bugs with the preview tool.
  • Their cost structure sucks for small businesses - they seem to be aiming for more medium to enterprise-sized customers who need scale.
  • Analytics are a bit weak as it applies to user retention.
This tool is really robust. It is great for mid to large companies with a marketing budget. This is not going to be friendly for bootstrapped small businesses or startup. They really need to change that, because who better to use this tool than a startup to determine their messaging through testing? This is a fundamentally awesome tool for A/B testing messages and for personalization. Also, determining if a feature that you are purchasing is a good feature for your customers or a bad one. Overall, I would give Optimzely a B+/A-. I really want this for my small clients. It kicks ass.
César Costas Carrera | TrustRadius Reviewer
Score 6 out of 10
Vetted Review
Verified User
Review Source
It is used by one team so far. It helps to address two problems: we do A/B testing, so we set up the tests and keep track of the results with Optimizely. We also wrap new developments into A/B tests so we can measure if we made a mistake towards the client's outcome, even if the expected result is to be flat (A being as good as B).
  • The traffic reports don't seem to be far from our internal traffic reports.
  • Non-coders appreciate the interface and graphs.
  • It's slow at loading and it's blocking, so it damages your site performance.
  • It uses a naive approach, where two tests running in the same page are still two A/B tests, not an A/B/C, damaging the results due to interference.
Optimizely is appropriate for promotional landing pages and small numbers of tests. It is not appropriate for big projects or for SEO landing pages.
Score 9 out of 10
Vetted Review
Verified User
Review Source
We use Optimizely throughout the company to deploy both AB tests as 100% fixes.
  • Clear UI
  • Super customizable
  • To be honest I can't think of any big downside.
Very suitable for large companies. Not suitable for the smaller ones as ROI would be too small due too pricing.
Score 7 out of 10
Vetted Review
Verified User
Review Source
We use it for experimentation on new product features. It is being used by more than one department and helps in understanding customer choices.
  • Random allocation in A/B Tests
  • KPI Monitoring
  • Experimentation
  • Version Control
  • Traffic Allocation Insights
A/B testing of traffic is the best scenario for Optimizely.

Other use cases requiring detailed metrics is something that Optimizely is less appropriate for.
Brian Nizinsky | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User
Review Source
We use Optimizely for all of our A/B webpage testing across both our main website and any campaign landing pages. Only the Marketing department uses this tool. We use Optimizely to test out theories in order to see their effect on conversion rates and other relevant KPI's.
  • It makes it easy to set up the A/B testing parameters and allow us to focus on running multiple tests.
  • We love the ability to exclude audiences so that the test data is as pure as possible
  • We like the interface since its easy to see what version is "winning"
  • There is a bit of a learning curve with the interface, it's not that intuitive day 1.
  • You will need a web dev to help get these tests set up. It is not easy enough for a non-tech person to do.
Optimizely is well suited for your standard A/B testing scenarios. It does not do multivariate testing (at least the version we have does not). I would not look to Optimizely for any type of personalization for a website. There are better tools out there for that.
Polly Harris | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
Review Source
When we first implemented Optimizely, I was the only one using it to run tests. As I gained momentum and other members of the marketing team, management and customer service became familiar with the platform and possibilities, they began contributing to the testing backlog and even running tests themselves.
  • It's simple to integrate with any website, one tag in the header and you're good to go in a few minutes!
  • The interface to set up experiments is easy to use for simple experiments, just about anyone who can use a computer can set up an experiment in the Optimizely editor.
  • Their new Stats Engine they realeased a few years back allows marketers to declare a winner sooner (with a smaller required sample size) than traditional statistics would allow.
  • While it's great they offer a free version, technical support for more difficult experiment set up is unavailable unless you are an enterprise level member.
  • Optimizely has a synchronous tag, which means it cannot be added to a website using Google Tag Manager (>90% of all sites using a TMS use GTM so this affects most users.)
  • I'm sure most of us mathletes would appreciate a more in depth explanation of the statistics used in their new Stats Engine. I did a lot of digging when it was first released and wasn't able to get answers from their support team. It's great to be able to test more rapidly but understanding the maths behind the decision engine is paramount - or your essentially flying blind.
Optimizely is great for testing on sites with moderate to heavy traffic. It doesn't seem to be as effective with lower trafficked sites because the sample sizes just aren't there. I'd recommend going with a User Testing-type platform to perform CRO on lower trafficked sites.
Chris Lesner | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
Review Source
Optimizely is being used to help us figure out better messaging and get better engagement on our website. It allows us to test which images, call to actions, colors, messages, etc. convert best on any and every page we have. This not only effects website engagement, but how we choose to message in our ads based on the data we have found from our website to work.
  • You can a/b test colors of buttons and text
  • You can a/b test the words within buttons, your nav bar, etc.
  • You can swap out pictures based on what pictures are engaged with more
  • You learn a lot about what your customers are actually doing and clicking and what language they would use vs. your own language.
  • The price is very expensive. Too expensive for the average person.
  • If you want to use this on a mass level, you need a developer.
  • This is minor, but they could suggest things based on what has worked on other sites etc.
Well suited for: It allows us to a/b test literally any call to action we have. When we are looking at pricing, shop now buttons, etc. Optimizely is able to help us figure out at what points we get our best conversions and conversion rates.

Less appropriate for: If you have more than one site, Optimizely quickly outprices itself, as it gets expensive to use on scale.
Ryan Berg | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User
Review Source
I use Optimizely with SaaS clients for A/B test landing pages, sign-up flows, and in-app features to improve key business metrics.
  • Easy to use interface.
  • Solid visual editor.
  • Fairly straightforward to set-up.
  • Doesn't always integrate well with other tracking tools.
  • Limited out of the box metrics to provide more context around your tests.
If you're just getting started with A/B testing, Optimizely is pretty straightforward to use and offers a lot of out-of-the-box features to get insights from your tests. As you grow into the enterprise level, you may want to look at more robust solutions that allow for more granular reporting and customization.
December 13, 2017

Decent optimization tool

Thue Lægdsgaard Madsen | TrustRadius Reviewer
Score 6 out of 10
Vetted Review
Verified User
Review Source
We use Optimizely on the marketing team to run A/B and multivariate tests. Mainly we use it for splitting our traffic when testing not so much for building the actual tests themselves. The tests that we use it for are mainly to verify hypothesis around the top of our funnel acquisition flow in connection with our marketing site.
  • It is very easy to set up a test and split traffic to various test variations.
  • It has a decent smart editor for tests that only involve small changes.
  • The version that we use (Optimizely classic) has a decent amount of integration with other analysis tools.
  • It is way too expensive.
  • The editor is only useful when you run a test involving small/simple changes to your pages.
  • The support is lacking.
It is well suited for simple testing and optimization. Anything more substantial will still require engineering and will likely not benefit from the native editor. It also does a good job of splitting traffic, either in even sized groups or based on specific demographic data points.
Tigran Hakobyan | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
Review Source
Optimizely helped us in running quick experiments on our websites. We used it for A/B testing in order to understand which call to action button colors/style/text was working better and converting more users. I personally set up the experiments and did the tests. The integration part was very easy.
  • Easy integration
  • Great platform for A/B testing
  • You can start and run experiments straight from the dashboard, no need to ask developers to change anything in the code
  • The pricing model was hard to understand and could be improved
  • Our website loading took longer when Optimizely code was added, would be great to see this improved/solved
  • Getting on board was easy, but still took some time to understand the details
If you are looking for a platform that will allow you to quickly do some experiments and A/B testing on your website/platform, then Optimizely is a great choice. For us, it was a perfect solution to test different call-to-action buttons, colors, and texts. It helped us figure out the winning one and we started using that version of our CTA.

Optimizely Web Experimentation Scorecard Summary

Feature Scorecard Summary

Testing and Experimentation (19)
69%
6.9
a/b experiment testing (48)
81%
8.1
Split URL testing (37)
81%
8.1
Multivariate testing (37)
63%
6.3
Multi-page/funnel testing (53)
58%
5.8
Cross-browser testing (27)
69%
6.9
Mobile app testing (19)
69%
6.9
Test significance (42)
70%
7.0
Visual / WYSIWYG editor (39)
70%
7.0
Advanced code editor (38)
69%
6.9
Page surveys (12)
72%
7.2
Visitor recordings (15)
71%
7.1
Preview mode (45)
67%
6.7
Test duration calculator (24)
69%
6.9
Experiment scheduler (29)
77%
7.7
Experiment workflow and approval (20)
68%
6.8
Dynamic experiment activation (19)
66%
6.6
Client-side tests (31)
68%
6.8
Server-side tests (10)
65%
6.5
Mutually exclusive tests (20)
57%
5.7
Audience Segmentation & Targeting (4)
69%
6.9
Standard visitor segmentation (44)
79%
7.9
Behavioral visitor segmentation (33)
66%
6.6
Traffic allocation control (42)
76%
7.6
Website personalization (25)
57%
5.7
Results and Analysis (10)
69%
6.9
Heatmap tool (9)
76%
7.6
Click analytics (23)
66%
6.6
Scroll maps (12)
77%
7.7
Form fill analysis (9)
66%
6.6
Conversion tracking (33)
73%
7.3
Goal tracking (38)
73%
7.3
Test reporting (40)
72%
7.2
Results segmentation (36)
60%
6.0
CSV export (25)
63%
6.3
Experiments results dashboard (35)
65%
6.5

What is Optimizely Web Experimentation?

Optimizely Web Experimentation is a tool supporting digital experience optimization, and aims to allow businesses to dramatically drive up the value of their digital products, commerce and campaigns through its experimentation software platform.

According to the vendor, by replacing digital guesswork with evidence-based results, Optimizely enables product and marketing professionals to accelerate innovation, lower the risk of new features, and drive up the return on investment from digital by up to 10X.

The vendor states that currently over 26 of the Fortune 100 companies choose Optimizely to power their global digital experiences, including eBay, FOX, IBM, The New York Times and many more global enterprises.

Optimizely Web Experimentation Video

What is Optimizely?

Optimizely Web Experimentation Integrations

Optimizely Web Experimentation Competitors

Optimizely Web Experimentation Pricing

Optimizely Web Experimentation Technical Details

Operating SystemsUnspecified
Mobile ApplicationNo

Frequently Asked Questions

What is Optimizely Web Experimentation?

Optimizely Web Experimentation is a website optimization platform, providing A/B and multivariate testing. It enables users with and without technical expertise to make dynamic changes to their websites, test the variations to live traffic and gather immediate results.

What are Optimizely Web Experimentation's top competitors?

AB Tasty, Adobe Target, and Frosmo are common alternatives for Optimizely Web Experimentation.

What is Optimizely Web Experimentation's best feature?

Reviewers rate a/b experiment testing and Split URL testing highest, with a score of 8.1.

Who uses Optimizely Web Experimentation?

The most common users of Optimizely Web Experimentation are from Mid-size Companies and the Internet industry.