Optimizely Web Experimentation Reviews and Ratings

Rating: 8.6 out of 10

Score

8.6 out of 10

Community insights

TrustRadius Insights for Optimizely Web Experimentation are summaries of user sentiment data from TrustRadius reviews and, when necessary, third party data sources.

Pros

Ease of Use: Users consistently praise the platform for its elegant and user-friendly design, which enhances productivity across various tasks such as A/B testing.

Reporting: The robust reporting capabilities, multi-account support, and advanced settings have been highlighted to be key strengths provided by the tool by reviewers who value detailed results engine provided by the platform.

Streamlining: Additionally, users commend the intuitive WYSIWYG editor for simplifying editing processes and aiding in thorough live and post-test analysis to streamline experimentation workflows. The ease of experiment setup with metrics tracking features further adds to the platform's appeal and has provided a quick streamlining experience.

Reviews

254 Reviews

Videos

Tool to grow your business

Rating: 8 out of 10

Incentivized

October 27, 2025

Use Cases and Deployment Scope

We use this product to run AB tests for multiple BU's

Pros

Split it into equal portions
Metric segmentation
javascript logic

Cons

Metric details. allow to add additional information
Separate dashboard for a metric and allow to select a test to view metric in greater detail

Likelihood to Recommend

To run tests on inside the funnel. Less useful on landing pages at the top as there can be a slight flashing.

Verified User

Engineer in Customer Service (10,001+ employees)

Vetted Review

2 years of experience

Optimizely User Review

Rating: 6 out of 10

Incentivized

October 15, 2025

Use Cases and Deployment Scope

We are a large organisation with multiple domains in multiple markets. Optimizely is used for A/B testing and personalisation across all sites. We can test variations of landing pages, CTAs, and forms to increase lead generation and sales.

Pros

Easy user interface
AI capabilities
Good customer support

Cons

Glitchy visual editor/WYSIWYG
Login errors on certain browsers
A lot of dev customisation required to get it to behave in the way we need it to

Likelihood to Recommend

It is easy to launch experiments and personalisation at speed. The software has allowed us to increase testing velocity since we adopted it. However there is a lot of customisation required and we still rely on google analytics for accurate reporting with Optimizely metrics not considered as reliable.

Verified User

Executive in Marketing (10,001+ employees)

Vetted Review

2 years of experience

One Platform full experimental cycle - Optimizely.

Rating: 8 out of 10

Incentivized

October 14, 2025

Use Cases and Deployment Scope

Optimizely Web experimentation is the primary tool I use to validate front-end and workflow changes. But beyond the day-to-day, I've leaned on it for more ambitious projects like an ongoing experiment with AI-driven diagnostic recommendations. I'm coordinating with our analytics team to pipe experiment data into Power BI. We've also partnered with Kin + Carta to implement a workaround that links Optimizely events with some of our older reporting systems.

Pros

Fast iteration on tools with real time reporting.
Safe rollouts on high-risk features.

Cons

I attempted to test a multi-step referral process across both desktop and mobile, but I couldn't complete it without involving Optimizely experts, as the setup requires a significant amount of custom code.

Likelihood to Recommend

It worked so well when we wanted to try different client onboarding flows in our referral portal. We ran one test that compared a guided wizard versus a simplified one-page form. Optimizely gave us quick clarity on which version reduced abandonment rates. This is gold in b2b. On the less appropriate side, when we attempted a multi-system experiment tied to our EHR integration, the complexity made it difficult to track accurate outcomes without pulling in external partners.

Verified User

Engineer in Information Technology (201-500 employees)

Vetted Review

2 years of experience

Optimizely Web Experimentation

Rating: 8 out of 10

Incentivized

October 2, 2025

Use Cases and Deployment Scope

We primarily use it to provide different variance to the user to understand which content is more attracting users, how users are actually using it. We are creating multiple variants actually on a page that's on the website. And we are experimenting which one will be working and we are taking from the results and we are creating the content based on the results actually.

Pros

We have not been using the latest, I don't know if it's available. We have been creating variance on the portal. We have seen a recent change as well, like how you can create a variant, how experiment suggests you to do a lot of different options actually. We were able to create our own variation with very minimal changes. Selecting the content on the website. It is very easy to use actually as a developer, I need not to go pitching into every single experiment. My marketing team can simply do it without the knowledge actually.

Cons

One thing which I have predominantly noticed is my marketing team can use it. They kind of click through the content and they can change the content and how it has to present to the user. But in case if we have multiple selectors, in case if we have a selector which kind of selects multiple content on the same page, probably one of the example that we had is people wanted to change at one particular place, which ended up changing multiple places on the same webpage. And developers have to pitch in that time and we have to provide the right selected. So without a developer experience, without knowing how the HTML element works, people will not be able to do everything. Actually probably that is one of the con that I have seen.

Likelihood to Recommend

Well suited, we have even took this particular option to go with experiment when we wanted to build a new page. Going with creating the blocks on the code takes you weeks, a month actually to build the entire page. So we would build the front end, we'll just put through the experiment and we kind of make it available on the website and to see how it is performing. And then we slowly take into the process of creating the content as in the code actually. So that is what one of the approach. So to do that experiment is the best thing that optimistic has given before with Open, it's going to very easy from now on. Sometimes it is very hard for the marketing team. If we put in multiple content on the same page, it is probably clumsy for them to understand how the content is actually and how you need to clear ensure that the tracking is linked or how you set up the HTML code. If you're putting in a bunch of a bulk of HTML code into an experiment on the variant, probably it might be not readable actually. So that is one of the, I would say you cannot build a big HTML and put it on the experiment just if you have a page and if you wanted to play around with it or put in a small plugin on experiment, that will be very suitable.

Verified User

Manager in Information Technology (1001-5000 employees)

Vetted Review

1 year of experience

Optimizely Web Experimentation Review

Rating: 10 out of 10

Incentivized

October 2, 2025

Use Cases and Deployment Scope

We do a lot of data analysis on our e-commerce journeys and one of our biggest, I guess, goals is conversion rate. So we use Optimizely Web to understand the insight that we're getting through either focus groups or other experiments, whether we should roll out a particular change or whether we should add additional information. And whether that basically enhances the journey enough to give us a better conversion uplift.

Pros

I think the best aspect of it is because I also manage a team that builds agent experiments, which are a little more complicated. They involve a lot of complex logic and conditions and really focuses in on certain audiences. So when we look at web experiments, the best benefits are getting things off the ground within a matter of minutes. Whereas agent experiments, there's a lot of background build involved with web experiments, we can have an idea, we can build it in web and it can be launched the same day. So it really helps us get to answers faster and make those decisions faster and then lead to other ideas for things we can do on other parts of the website.

Cons

I think because I work with both types of experiments, web and agent experiments, the sort of drawbacks come with web that it's the audience logic. Sometimes we have to identify specific customers that we want to target with the change. And a lot of it is probably down to our infrastructure on the site. It's not giving Optimizely the right level of data to target these customers. But I think, yeah, if we had a little bit more understanding of how we could get to that data through optimizing web, that would be useful for us.

Likelihood to Recommend

It's value for money in terms of comparing, because I do this all the time, we compare how long it takes to build and optimize the agent experiment compared to optimize the web and our win rate for optimize the web experiment is actually a lot higher than optimize the agent, and that's purely because it's so simple to use and we can get results really fast, which leads to, like I said, other ideas of things we can test and the roadmap we can just get through a lot quicker being able to layer different experiments. So it's definitely something I would recommend.

Verified User

Manager in Marketing (10,001+ employees)

Vetted Review

4 years of experience

Optimizely Web Experimentation Review

Rating: 10 out of 10

Incentivized

October 2, 2025

Use Cases and Deployment Scope

We use web experimentation to A/B test new functionality on our website. The goal is to improve the conversion rate.

Pros

I don't have a strong statistics background, so the thing that I really love about web experimentation is the stats engine. It makes understanding the impact of the experiments that we run a lot easier to understand. It calculates statistical significance and takes away all of the guesswork and the complicated formulas that go into that.

Cons

One of the areas that we struggle with when we are running experiments, which have a non-conversion rate objective. So things like revenue metrics where it's not a yes or no answer. We have to use other reporting tools to get information on how those metrics are being impacted. So wish there was a more easy way to track those kind of metrics. Average order value through Optimizely, that would be really, really useful.

Likelihood to Recommend

I think it can serve the whole spectrum of experiences from people who are just getting used to web experimentation. It's really easy to pick up and use. If you're more experienced then it works well because it just gets out of the way and lets you really focus on the experimentation side of things. So yeah, strongly recommend. I think it is well suited both to small businesses and large enterprises as well. I think it's got a really low barrier to entry. It's very easy to integrate on your website and get results quickly. Likewise, if you are a big business, it's incrementally adoptable, so you can start out with one component of optimizing and you can build there and start to build in things like data CMS to augment experimentation as well. So it's got a really strong a pathway to grow your MarTech platform if you're a small company or a big company.

Verified User

Manager in Product Management (10,001+ employees)

Vetted Review

1 year of experience

Robust Web experimentation

Rating: 8 out of 10

Incentivized

October 1, 2025

Use Cases and Deployment Scope

I'm using Optimizely web experimentation to make our websites perform measurably better rather than relying on guesswork. It helps me to prove value quickly. I often set up custom event tracking, like monitoring engagement with embeded calculators or interactive product filters so we can measure deeper behaviors, not just clicks

Pros

Setting up multivariate tests directly in the platform, wiring it up to capture drop off events through the analytics pipeline

Cons

I'm currently trying more complex setups like syncing experiment audiences with our data warehouse. It is not always plug and play, sometimes I have to write custom javascripts to track very specific behaviors.

Likelihood to Recommend

I see it as both a dev tool and a client facing value add. Every time we pitch optimization work, we now frame it as a continous project rather than one of site fixes. That shift has helped us win big

Anthony Scott

Web Developer in Information Technology at Pixel Syncnet (501-1000 employees)

Vetted Review

1 year of experience

A fantastic product

Rating: 9 out of 10

Incentivized

October 1, 2025

Use Cases and Deployment Scope

We are using Optimizely for experimentation. We have mainly been testing to optimise checkout conversion and have been leveraging these findings to obtain buy in to test other areas of the site.

The tool has been excellent in ensuring we build stable and performant tests, and the service from the CSM has been excellent.

A big challenge we have is velocity due to very little resources. We have used Rapid X, but are now looking to leverage an Optimizely partner such as creative cx to ramp up velocity to obtain more learnings and build a test and learn culture

Pros

Very quick and easy to build tests
We were quite impressed that it didn't significantly degrade page performance.

Cons

The reporting area could be a bit more user friendly
Would love for to have better features for low traffic sites so that we can reach significance quicker.

Likelihood to Recommend

It’s very easy to build tests with very little technical dependencies i.e we are not tied to our internal release.

The web feature is great to quickly validate concepts without investing too much time.

We are looking to move to an agency model, so the web tool should easily allow the agency build tests on the client side.

Verified User

Manager in Product Management (5001-10,000 employees)

Vetted Review

4 years of experience

Premium experimentation platform

Rating: 8 out of 10

Incentivized

October 1, 2025

Use Cases and Deployment Scope

We use Optimizely Web Experimentation across our websites to optimise our customer journeys, helping to drive more donors, volunteers, campaigners, service users and more. Experimentation makes it easy to create consistent experiences across multiple pages.

Pros

Robust reporting engine
Easy to use UI
Flexible experiment triggers and audience rules

Cons

Using platform can be tricky for non technical users. Particularly with selecting elements.
Limited tools for exporting reporting
Reports are retired after a certain time making it unreliable as a long-term experimention repository

Likelihood to Recommend

If your website has plenty of traffic and you have the resources to run a CRO programme, you will struggle to find a more robust tool to run your experiments.

Verified User

Manager in Marketing (201-500 employees)

Vetted Review

2 years of experience

Great experimentation platform

Rating: 10 out of 10

Incentivized

October 1, 2025

Use Cases and Deployment Scope

We use Optimizely web for A/B experimentation on our app and website

Pros

Easy to use
Easy to measure
Great previewer experience

Cons

Nothing! I love it!

Likelihood to Recommend

I think its a great platform that's easy to use and simplifies testing and experimentation!

Verified User

Manager in Marketing (1001-5000 employees)

Vetted Review

3 years of experience

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Optimizely Web Experimentation

Rating: 8 out of 10

Incentivized

October 2, 2025

Use Cases and Deployment Scope

Pros

We have not been using the latest, I don't know if it's available. We have been creating variance on the portal. We have seen a recent change as well, like how you can create a variant, how experiment suggests you to do a lot of different options actually. We were able to create our own variation with very minimal changes. Selecting the content on the website. It is very easy to use actually as a developer, I need not to go pitching into every single experiment. My marketing team can simply do it without the knowledge actually.

Cons

One thing which I have predominantly noticed is my marketing team can use it. They kind of click through the content and they can change the content and how it has to present to the user. But in case if we have multiple selectors, in case if we have a selector which kind of selects multiple content on the same page, probably one of the example that we had is people wanted to change at one particular place, which ended up changing multiple places on the same webpage. And developers have to pitch in that time and we have to provide the right selected. So without a developer experience, without knowing how the HTML element works, people will not be able to do everything. Actually probably that is one of the con that I have seen.

Likelihood to Recommend

Verified User

Manager in Information Technology (1001-5000 employees)

Vetted Review

1 year of experience