TrustRadius
Optimizely 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.https://media.trustradius.com/product-logos/PJ/xR/9ITXLXGFX53G.PNGOptimizely for marketersOptimizely 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.,10,Simplicity and ease of use has improved test agility, enabling us to test often! Experimentation has provided significant impact on our conversions and conversion rates.,9,10,Optimizely can be a one-stop-shop for designing, implementing and analyzing simple tests. As test complexity rises the ability to perform more detailed analysis to include additional details such as the number of pages visited, average time per visit, and bounce rate by variation requires integration with a 3rd party analytics tool. Fortunately, integrations with Optimizely are pretty straight-forward making an analytics integration fairly simple.,The wonder of OptimizelyOptimizely 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.,10,Increase in conversion rate and an immediate ROI Ease of implementation ensuring only positive site changes are sent through to development Allowing wider business users to get involved with CRO and generate and share ideas,8,9,Optimizely has allowed multiple users from across the business to involve themselves with CRO and get a good understanding of the types of experiements we could run. As we are only in the intial stages of using the platform to its full potential the most abundant benefit Optimizely has had so far is the education piece. The online knowledge base is also very useful for sharing and educating in an easy to understand manner.,Adobe Target, Oracle Maxymiser and Monetate,Adobe Analytics, SessionCamBest in class but comes at a higher costOptimizely 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.,8,The ROI around experimentation has been material in our company growth. Due to confidential data, we will not share. The optimizely renewal costs has us now reviewing competitors...despite the better product features.,8,9,Two words, Agile experimentation. We have been able to launch more than 500 unique experiments per year, speed-to-market with testing. Analysis tools allow us a centralized process/location for statistical review.,,Google Analytics Premium, UserTestingEasy, helpful, recommendedWe 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.,10,Good one-stop interface to save time on idea organization and prioritization. Winning tests have been implemented to increase ROI.,8,9,Saves time and keeps us organized by housing experiments and ideas in one place and integrating well with other tools.,JIRA Software, Tableau OnlineGreat Experimentation ToolOptimizely 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.,9,Testing sales page designs have been really useful for us, and the results we have seen have shown us where value sits within the site. From this, we have shifted our marketing priorities. Testing designs before we go live has been useful and in some cases stopped us from putting designs live as we saw negative results.,9,8,We have mainly used Optimizely for testing. It has been a vital piece of software in our CRO programme and will continue to be as we carry on testing. We have not yet used the personalisation tool but would love to look into this.,Google Optimize and VWO,Google Analytics, Google Data Studio, SlackIt has never been easier to begin your experimentation journey.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,9,Time efficient - we have saved so much time from fully building features which proved not to work as a proof of concept in the A/B test. Team management - Optimizely enabled us to focus mostly on our ideas and the strategies to build these rather than investing too much time in finding out how the tool itself works.,9,9,We have saved so much time from fully building features which proved not to work as a proof of concept in the A/B test. Optimizely enabled us to focus mostly on our ideas and the strategies to build these rather than investing too much time in finding out how the tool itself works.First experience with Optimizely - What worked, What didn't...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.,8,Through our first experiment we found a nice increase in total conversion rate! Experimentation has allowed us to stay focused on the bigger direction and allow the smaller details to be left up to the experiments to decide.,6,7,Ideas that would have otherwise been discarded are now given a chance and some of those ideas turned out to be amazing.,Adobe Photoshop, Microsoft Visual Studio Code, SketchGreat for Small to Medium Business looking to test, improve, implement!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,9,Gives us the ability to make quick decisions; test quick, fail quick mentality.,9,9,Optimizely has been the perfect fit for us when it comes to all our testing needs.,VWO,JIRA SoftwareGreat tool, it can do almost anything you ask it to!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.,8,We find ourselves saving money by testing designs with bad CRO practices before we roll out. The tool enables any test you want to run, your ROI will vary based on effort put in.,8,8,We have room to grow in the platform with personalization and more advanced tests, the platform is designed pretty well by allowing you to do simple or complex projects based on your needs.,VWO, Google Optimize and Adobe Target,Google Analytics Premium, Drift, Ahrefs Site ExplorerA/B tests for non-coders done rightIt 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.,6,Rarely do we save from doing a big development after a test runs. The most common is we fail when testing a big development. The increase in conversion is hard to measure. There are A/A tests (no changes) that report that one of the As is a winner and increases conversion. It saves time as a quick "techie" CMS where you can customise more than the traditional copy and images.,4,4,We design in Sketch, implement in React, and analyze in spreadsheets. Optimizely customises the experience for the client's and reports but failed on integrating the whole experience.,Google Optimize,React, JIRA SoftwareGreat experimentation softwareWe 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.,9,Easier to deploy fixes. Easy conditional targeting.,10,8,Not so much to be honest. We hardly use the analysis part of Optimizely as Adobe provides much more segmented insights. It's mainly used for building and running the experiments.,VWO and Google Optimize,Adobe Analytics, Google AnalyticsOptimizely is a good experimentation toolWe 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,7,Helps run experiments that give a better understanding of better features which translate to more conversions,5,7,We have used it for experimentation and analysis across most of the experiments that we run on a day-to-day basis, and it helps us with feature selection and conversion rate optimization.,,Tableau Desktop, SQL Server Business Intelligence ManagerOptimizely ReviewOptimizely is used by almost everyone on my team on a daily basis. We work with many clients who use Optimizely as their primary A/B, MVT, and personalization testing tool, and we both consult with them on best practices on how to use the tool, as well as execute our own analysis within the tool (if an analytics platform is not paired with it).,Extremely intuitive interface with excellent usability, without sacrificing features. You could almost just read and use some common sense, and be able to use 80%+ of the features the first time you load the tool - incredibly intuitive. Drag and Drop/Click and Pull functionality that is present throughout the tool, allows for seamless changes and updates, which can be much more cumbersome in other tools - potentially leading to more errors in campaign setup. The WYSIWYG (What You See Is What You Get) Editor is the best that I have personally used. Optimizely technical support is second to none, in both their expertise, as well as their friendliness and willingness to help. Integrates well with Adobe Analytics.,One specific point, is I wish Optimizely gave you the ability to copy an audience. It's an extremely simple feature, and one that we've requested, but probably just on the back log currently. Sometimes it can take quite some time to upload changes from a campaign to the CDN. It varies by client and implementation, but can be a pain point at times.,10,Optimizely has had a tremendous positive impact on the ROI of our clients. Whether you're just starting your testing program and just want to get your feet wet with a few simple WYSIWYG tests, or you're ready to dive in to complex MVT test designs and Personalization Campaigns, Optimizely has everything you need to create, and maintain, a highly successful testing center.,Adobe Target, Adobe Analytics, Google Analytics, Amplitude Analytics, Evergage and Dynamic Yield,Adobe Target, Adobe Analytics, Google AnalyticsOptimizely is an effective experimentation platform for companies of any size and has helped our company increase revenue significantlyWe currently use Optimizely for A/B and multi-variate testing of many parts of our website and shopping experience. We test copy, headlines, buttons, features, new pages, new experiences and more. It is very effective in helping us learn when any change we make to our product and marketing materials affects our sales performance.,It does a great job reporting experiment results and showing when a test wins or loses. The UI is designed very well and it super easy to use. The customer support is really responsive and helpful. The documentation is very deep and helpful.,Single Page Application testing is a little more difficult than traditional sites. API documentation could use more examples. QA of experiments could be a little easier. Sometimes the preview links don't load in browser windows or incognito windows.,10,Our sales have increased as a result of Optimizely testing. We have saved development time on developing features that did not test well. Hypothesis ideas are quickly verified as good or bad allowing faster ideation.,8,8,Optimizely has given our company a way to include more stakeholders and viewers to contribute to our ideation process and our sales/marketing operation.,Google Optimize and Google PageSpeed Insights,IntelliJ IDEA, Adobe Photoshop, WordPressTricky for Testers Who Don't Read the ManualWe use Optimizely mainly within our development group, though the framework is available to all departments. Its main function is to enable us to show/hide features to subsets of users in the field, and make those changes via server-side controls. We're also starting to use it for cohort testing, though we're still in the early stages of trying this.,Developers seem to be able to set up experiments fairly easily. The dashboard allows users to control settings for individual devices for testing purposes. Functional on both iOS and Android.,At least in our implementation, there didn't seem to be a great way to scale the number of individual testers who are able to individually control experiment settings. Differences in the experiment stage weren't terribly intuitive to figure out. When we first started using it, there was no support for booleans to define the audience. If we wanted to enable an experiment for anyone on version N or higher, we couldn't just say "if version >= N", but had to add each subsequent version individually. I believe this has been addressed in the new version.,6,The development has had additional flexibility because of the ability to dynamically enable or disable the feature on the fly. We've been able to change our risk calculations, and release features more aggressively than before because of the ability to ramp up exposure to ensure no problems or revert if a problem is discovered after release.,4,4,We haven't used this feature extensively at my level, though we did have success using a small multi-variant experiment to validate some assumptions we'd made about behavior in the field.,,JIRA SoftwareOptimizely Saves Dev TimeOptimizely is used by our Marketing, Operations and Product teams to A/B test new features. It is valuable for self-building basic design changes and testing them, all without needing your development teams to help - this is extremely valuable to us given we have limited tech resources. It also helps for larger a/b tests that we do work with development on - they create a way to trigger large tests with cookies and then we use Optimizely to set the cookies and control test volumes.,Self code small design changes without dev help. Quickly adjust test volumes or turn tests on/off. Watching high-level test metrics to know when you have a Stat Sig winner.,We have had some issues with using it on Single Page App sites. There is an initial learning curve. Would benefit from improved online courses.,10,We have made MANY very large marketing/customer acquisition design changes that we proved out in Optimizely to have huge benefits. We have used it to test microcopy and general site language to decrease customer questions. Had great wins on home page design to increase conversion.,8,10,As already mentioned, we have saved countless developer hours with the help of Optimizely. Multiple non-developers here have learned to use it and we can test many more design changes and only pass off to the development team when we have a real winner. This is necessary for fast-growing start ups.,Heap and ClickTaleOptimizely robust for large experimentation teams but not as agile or well integratedSome of our clients use Optimizely regularly. It's used for A/B testing primarily but usually only for UX teams. Marketing and Analytics teams often do not use Optimizely but are responsible for implementation, as it's primarily leveraged by designers or front end client team members for testing various on-site element changes.,Lots of documentation and support articles Optimizely X for server-side experiments is nice, especially with GDPR and ITP etc. Constant updates to the technology,Can be overly complex Not the best for personalization Not a lot of auto-integrations with other products like Google Analytics and advertising channels,6,Not sure we can answer this as our clients teams run this analysis,6,6,In working with our clients that have more advanced and larger experimentation or UX teams - it has been helpful to have a lot of the capabilities within one platform, but often times we need enterprise analytics software to do even deeper research or analysis. Optimizely is not auto-integrated or robustly integrated with Google Analytics, for example, which sometimes can be challenging.,Google Optimize, Adobe Target and Monetate,Google Analytics, Google Analytics PremiumOptimizely WebOptimizely is used by a select few teams to quickly test both new product features, as well as tweaks to existing product features. It allows us to optimize customer conversion and retention through iterative changes to the product. Ultimate, Optimizely allows us to obtain valuable information about our product, so that we can continue to improve the customer experience.,Easy to use for less technically inclined individuals Ability to target very specific audiences Ability to change traffic allocation of an experiment at any time,Limited flexibility for developers (Optimizely Web) Certain usages can result in performance degradation and/or page flickering, which is detrimental to the user experience Lack of support for persistent / longer running experiments in Optimizely Web,7,Increase conversions from implementing successful experiments Time saved on testing new user experiences,7,7,As an individual contributor, Optimizely has simplified my workflow by allowing me to design, implement, and analyze experiments all in one place. As a global organization, the Optimizely platform has also given us the ability to collaborate on experimentation projects.,,HootsuiteTime-Saving Split-TestingWe are using it extensively on the Marketing team for split testing. We often want to test 2 or more options of a designed/developed web page, and using Optimizely to split test is very helpful. It allows us to use data to see how changes to our website affect performance and user behavior.,Split Testing. It makes it very clear when one of many options is declared "the winner". Targeting classes and other HTML/CSS elements when making changes. Serving up different digital experiences to different demographics.,The preview window is very buggy. Often, tests will break, and something the bugs will cause the website to look wonky and broken as well--when it isn't actually broken. It really needs to be a more seamless experience, because it is sometimes hard to trust the preview window when you're trying to see how the test will look to hundreds of thousands of people. Load times. Sometimes the load times for certain pages in the app are very long. The HTML editor pane when clicking on an element that has a ton of nested HTML can often bug out and only show the first 10 - 20 lines of code before going completely blank. It would be really awesome if we could fully switch the view to HTML view, choose our elements and classes that way, and then switch back to the Visual view.,8,It has helped save a lot of time by either validating or disproving our design decisions and hypotheses.,6,7,We have benefited greatly by being able to use Optimizely as our sole data-driven testing platform. However, we do not do the design-side of the experimentation within the platform due to the buggy editor and preview mode.,Google Analytics, Hotjar, FullStory and UserTesting,UserTesting, Sketch, Figma, InVisionOptimizely: Best Bang for Your BuckOptimizely is being used across all verticals in my business. We primarily use it for testing new features and ads. But we also use it to implement quick fixes to minor issues on the site such as non-compliant text or typos until a final fix can be deployed.,Making the changes to your page is pretty simple, just click on an element and edit the code. Has great scheduling functionality. Partitioning of experiments by project makes it all run faster and is easier to organize.,Actual creation of an A/B test is confusing and difficult (like the differences between Pages vs URLs etc.). Setting up a URL Redirect Experiment is so convoluted it seems like it's not even a feature Optimizely wants you to use. Instead, it's like I'm tricking Optimizely into alternating between 2 URLs. That really needs to be cleaned up as it would be very helpful.,8,Testing new design elements for the site has brought in much more revenue after the new element won and was deployed to production. Time saved because the Tech team didn't need to deploy a feature just to test it and then have it fail, only to do another deployment to remove it. Lets product people tinker with ideas before going live.,9,8,Using Optimizely, my team ran a test to add a new design element to the site. We started it off with only 10% of overall site traffic entering the experiment and increased it as positive results came in. After we reached stat sig we verified across different segments of our site traffic and made the decision to deploy it as a permanent feature. This new feature increased our conversion rate by about 18% and our gross monthly revenue increased greatly.,Google Optimize,Google Analytics, Tableau ServerOptimizely helps us out in testing timesWe leverage Optimizely across all our Product Management and Marketing teams. We use it for a range of tasks. The types of tests we run include homepage/landing page optimization, as well as improvements to the user experience further down the 'funnel' (including things like our checkout flow). We typically run A/B tests with it (where we have a variant version of a page compete against our original/control version), although we do occasionally run more sophisticated multivariate tests.,The user interface is relatively straightforward, making adopting across the company easier. Customer Support is very responsive. Optimizely X Web integrates with digital analytics tools (such as Google Analytics) relatively smoothly.,Optimizely Full Stack is difficult to integrate with digital analytics tools (such as Google Analytics). Events can be hard to configure, depending on what kinds of tests you're running. It's not the best solution when you're dealing with users who log in and out of a platform frequently, especially across devices. Sometimes the user IDs get confused and you end up with people seeing a control AND variant version (across different experiences).,7,It has helped us NOT put certain experiences live! We've learned that just because we think something is good doesn't mean our users agree. Both ourselves and our customers have actually enjoyed wins from hiding certain pricing formats in tests. They've ended up in a much better experience simply by having our inferior choices taken out of the equation. It helps settles arguments that we historically couldn't, because we didn't have a testing tool.,8,8,It saves a lot of design and developer hours because the X Web visual editor is relatively quick and easy to use (if you're running call to action/copy testing or you want to test a different version of a landing page, for example). Instead of them being all hands on deck building tests, you can just use the visual editor and give them their time back.,,Google Analytics, Mixpanel, FullStoryOptimizely makes testing simple and effectiveWe use Optimizely in the marketing department to test variations across our marketing websites. It allows us to test simple and complex variations without requiring developer resources.,Customer support. Training. Making testing simple.,I would like the ability to force a cache clear on the snippet each time the snippet changes, instead of based on time settings. This may be possible with Optimizely Edge. The ability to see changes made to each test individually (not just all changes made).,10,It saves us many hours of design and especially dev time. It minimizes risk when launching new pages/campaigns. Provides the data behind decisions.,10,10,Optimizely has a wide range of metrics that can be created. Because of this, we are able to analyze many aspects of a test. Creating the tests, then running them, and analyzing them within the same tool just makes sense.,Google Optimize and Adobe Target,UserTesting, Adobe Analytics, Hotjar, Wrike,Yes,I had a test where I wanted to select all buttons with a certain CTA that were located in the header. Because of the way our site is set up (with broad classes), selecting only these buttons was challenging. I reached out to the Optimizely support team for help, and they responded within a day I believe, with sample code of how I could select the elements I needed. The code worked flawlessly. This meant that I did not need to recruit developer resources or learn CSS selector coding myself to complete this project, saving me time and effort.,10Great tool for quickly setting AB testing and fixing production UI issues.We use Optimizely in our production to implement the AB Testing. Without changing our backend code or production deployment, we can directly make changes in the UI of our web page through Optimizely and can compare the performance of two different versions of the same page.,With Optimizely we can make changes in the user interface of any web page. So let's say if you notice any UI related issue of a web page then you can directly fix it through Optimizely with deploying any production build. With Optimizely we can implement AB Testing through which we can compare the different versions of the same web page for performance and for better customer experience. You can easily enable and disable Optimizely on the website through highly configurable Admin panel.,Training on the tool for internal business users both on the development and consultancy side. Increase in page load time due to the Optimizely snippet.,9,Time-efficient - we have saved so much time from fully building features which proved not to work as a proof of concept in the A/B test. Team management - Optimizely enabled us to focus mostly on our ideas and the strategies to build these rather than investing too much time in finding out how the tool itself works.,9,9,Optimizely has been the perfect fit for us when it comes to all our testing needs.,Optimizely is the best tool for on page testingOptimizely continues to be one of the best tools we use as an organization from an ROI perspective. Testing on websites no longer is optional if you want to compete in today's crowded market and Optimizely makes that possible. One of the most important concepts in testing and growth is testing velocity and that increasing your velocity is really hard without a tool like Optimizely.,A/B Testing Testing Reporting User Roles,Has become more complex over time for marketers to use without IT support. Tracks conversions really well, but not as strong with testing recurring billing or B2B down funnel when the converter isn't the purchaser. Can add page load time since it's render-blocking.,9,Increased revenue due to successful tests being rolled out. Increased test velocity with using the tool, which leads to finding more wins. Increased page load time due to render-blocking code.,9,8,We have not used personalization, but the ability to test and analyze in one tool has created a process that allows us to greatly increase the velocity of testing we do. When testing you're going to have as many misses as hits, so testing velocity is important to get better ROI.,,Google Analytics, FullStory, SEMRushA Fully Featured Optimization and Personalization Tool that Marketers can Actually Use.Our organization uses Optimizely for both B2B and B2C marketing. We use it to personalize customer experiences on our eCommerce site, as well as to test new experiences before we implement them.,Swapping out content, such as banners or icons. Personalizing a landing page based on URL parameters for non-organic or direct traffic. Testing new site experiences before developing them fully to validate the business case for the change.,The integration with Google Analytics is not great. Designing changes for responsive design usually requires building a custom extension. It can slow down page loads if you don't do a good job archiving audiences and experiments when no longer in use.,10,It's increased the conversion rate from implementing successful experiments. An increase conversion rate from landing page personalization. We've seen money saved by not investing in ideas we thought were good but tested poorly.,4,8,Our department has been able to justify further investment in development resources because we are able to prove the business value of our experimentation track.,Google Optimize,Tealium AudienceStream, Google Optimize, Google Analytics
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Score 8.3 out of 101
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Emily Emmer profile photo
Score 10 out of 10
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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.
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.
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Ashley Smith profile photo
Score 10 out of 10
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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.
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.
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Rafael Zorrilla profile photo
Score 8 out of 10
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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.
The execution of experiments is good.

The cost is growing significantly more than competitors.
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Emma Low profile photo
Score 10 out of 10
Vetted Review
Verified User
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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.
It is excellent for A/B testing front end changes of any kind. It is not as easy to test pricing.
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Fay Dawson profile photo
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.
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.
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Emanuell Dan Minciu profile photo
Score 9 out of 10
Vetted Review
Verified User
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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)
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.
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William Sargent profile photo
Score 8 out of 10
Vetted Review
Verified User
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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 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.
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Joanna Jardeleza profile photo
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
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.
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Jared Gardner profile photo
Score 8 out of 10
Vetted Review
Verified User
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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.
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.
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César Costas Carrera profile photo
Score 6 out of 10
Vetted Review
Verified User
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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.
Optimizely is appropriate for promotional landing pages and small numbers of tests. It is not appropriate for big projects or for SEO landing pages.
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Harman Singh profile photo
Score 7 out of 10
Vetted Review
Verified User
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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
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.
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September 11, 2019

Optimizely Review

Score 10 out of 10
Vetted Review
Verified User
Review Source
Optimizely is used by almost everyone on my team on a daily basis. We work with many clients who use Optimizely as their primary A/B, MVT, and personalization testing tool, and we both consult with them on best practices on how to use the tool, as well as execute our own analysis within the tool (if an analytics platform is not paired with it).
  • Extremely intuitive interface with excellent usability, without sacrificing features. You could almost just read and use some common sense, and be able to use 80%+ of the features the first time you load the tool - incredibly intuitive.
  • Drag and Drop/Click and Pull functionality that is present throughout the tool, allows for seamless changes and updates, which can be much more cumbersome in other tools - potentially leading to more errors in campaign setup.
  • The WYSIWYG (What You See Is What You Get) Editor is the best that I have personally used.
  • Optimizely technical support is second to none, in both their expertise, as well as their friendliness and willingness to help.
  • Integrates well with Adobe Analytics.
Companies should discuss their goals on a case-by-case basis to determine what testing tool makes the most sense for them, but unless there were specific reasons to use another testing tool, Optimizely would be my recommendation any day of the week.
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Score 10 out of 10
Vetted Review
Verified User
Review Source
We currently use Optimizely for A/B and multi-variate testing of many parts of our website and shopping experience. We test copy, headlines, buttons, features, new pages, new experiences and more. It is very effective in helping us learn when any change we make to our product and marketing materials affects our sales performance.
  • It does a great job reporting experiment results and showing when a test wins or loses.
  • The UI is designed very well and it super easy to use.
  • The customer support is really responsive and helpful.
  • The documentation is very deep and helpful.
Optimizely is very effective for A/B and multivariate testing. We have seen random instances where browser extension ad-blockers block Optimizely rendering experiments not effective. Therefore, if used for an important content fix, it might not be the best solution, although it's better than nothing when you can't get a fix through engineering fast enough.
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Score 6 out of 10
Vetted Review
Verified User
Review Source
We use Optimizely mainly within our development group, though the framework is available to all departments. Its main function is to enable us to show/hide features to subsets of users in the field, and make those changes via server-side controls. We're also starting to use it for cohort testing, though we're still in the early stages of trying this.
  • Developers seem to be able to set up experiments fairly easily.
  • The dashboard allows users to control settings for individual devices for testing purposes.
  • Functional on both iOS and Android.
It seems like it has most of the functionality you'd want in an A/B testing tool. However, it also seems like there are some implementation expectations built into the functionality. I suspect that some of the difficulties we've had getting up to speed have been due to our usage not adhering to the intended usage pattern. I'm not sure if we diverted intentionally by choice, by necessity, or because of insufficient guidance.
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Score 10 out of 10
Vetted Review
Verified User
Review Source
Optimizely is used by our Marketing, Operations and Product teams to A/B test new features. It is valuable for self-building basic design changes and testing them, all without needing your development teams to help - this is extremely valuable to us given we have limited tech resources. It also helps for larger a/b tests that we do work with development on - they create a way to trigger large tests with cookies and then we use Optimizely to set the cookies and control test volumes.
  • Self code small design changes without dev help.
  • Quickly adjust test volumes or turn tests on/off.
  • Watching high-level test metrics to know when you have a Stat Sig winner.
Well suited for teams that don't have dev capacity for developers to build their tests. Well suited for teams that are looking to test quickly and frequently. Generally good for any team to make quick, auto deployed, changes to a site. Not great for enhancing data analysis, you can pull out the data and then need to analyze it somewhere else, but high-level metrics are in it.
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Score 6 out of 10
Vetted Review
Verified User
Review Source
Some of our clients use Optimizely regularly. It's used for A/B testing primarily but usually only for UX teams. Marketing and Analytics teams often do not use Optimizely but are responsible for implementation, as it's primarily leveraged by designers or front end client team members for testing various on-site element changes.
  • Lots of documentation and support articles
  • Optimizely X for server-side experiments is nice, especially with GDPR and ITP etc.
  • Constant updates to the technology
For a client that has a large experimentation and UX team, with robust and clear processes this can work. As well as a strong technical team for implementation.

For more lean organizations or ones that are just starting and building out their experimentation teams, other tools like Google Optimize may be more fitting or appropriate.
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October 04, 2019

Optimizely Web

Score 7 out of 10
Vetted Review
Verified User
Review Source
Optimizely is used by a select few teams to quickly test both new product features, as well as tweaks to existing product features. It allows us to optimize customer conversion and retention through iterative changes to the product. Ultimate, Optimizely allows us to obtain valuable information about our product, so that we can continue to improve the customer experience.
  • Easy to use for less technically inclined individuals
  • Ability to target very specific audiences
  • Ability to change traffic allocation of an experiment at any time
Optimizely Web is well suited for individuals or organizations that are interested in improving conversion. A prime example is on a marketing page, where the ultimate goal is to get the user to sign up. Optimizely allows even individuals with less technical knowledge of the product to implement and test changes that can have a large impact on conversion. Optimizely Web is less appropriate for improving retention as long running experiments can be tricky to run. Optimizely Full Stack aims to address this issue and provides a much richer experience for engineers and developers.
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Score 8 out of 10
Vetted Review
Verified User
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We are using it extensively on the Marketing team for split testing. We often want to test 2 or more options of a designed/developed web page, and using Optimizely to split test is very helpful. It allows us to use data to see how changes to our website affect performance and user behavior.
  • Split Testing. It makes it very clear when one of many options is declared "the winner".
  • Targeting classes and other HTML/CSS elements when making changes.
  • Serving up different digital experiences to different demographics.
Optimizely is extremely useful when trying to make an informed decision about a specific change or new direction for a digital product. It takes a lot of the guesswork out of a design or a piece of code and either validates it or disproves it with cold, hard data. It also does a great job of summarizing what the "winner" of a particular test is.
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Score 8 out of 10
Vetted Review
Verified User
Review Source
Optimizely is being used across all verticals in my business. We primarily use it for testing new features and ads. But we also use it to implement quick fixes to minor issues on the site such as non-compliant text or typos until a final fix can be deployed.
  • Making the changes to your page is pretty simple, just click on an element and edit the code.
  • Has great scheduling functionality.
  • Partitioning of experiments by project makes it all run faster and is easier to organize.
Well suited for:
  1. Color and copy changes.
  2. Technical functionality that needs to deploy after the page loads.
  3. Deploying these changes across large sections of a site.
Not well suited for:
  1. Alternating between 2 URLs.
  2. Where tracking is needed at the user level.
  3. Implementing large changes on page load. You'll get a flash.
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Score 7 out of 10
Vetted Review
Verified User
Review Source
We leverage Optimizely across all our Product Management and Marketing teams. We use it for a range of tasks. The types of tests we run include homepage/landing page optimization, as well as improvements to the user experience further down the 'funnel' (including things like our checkout flow). We typically run A/B tests with it (where we have a variant version of a page compete against our original/control version), although we do occasionally run more sophisticated multivariate tests.
  • The user interface is relatively straightforward, making adopting across the company easier.
  • Customer Support is very responsive.
  • Optimizely X Web integrates with digital analytics tools (such as Google Analytics) relatively smoothly.
It's arguably the optimization best tool on the market, but it is also probably the most expensive! If you're a young company/startup, you might want to consider other tools first before 'graduating' to a tool like Optimizely. Conversely, if you're a well-established company and you have the budget, then this is the tool for you.
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Score 10 out of 10
Vetted Review
Verified User
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We use Optimizely in the marketing department to test variations across our marketing websites. It allows us to test simple and complex variations without requiring developer resources.
  • Customer support.
  • Training.
  • Making testing simple.
Optimizely is what you need it to be; if you need really simple tests, such as a redirect or simple edit, it is very simple to use. If you have very complex tests, such as custom code changes and timing events, it has the ability to handle it. It makes testing as quick and easy as I imagine possible. Plus, their support team is amazing! They have helped me troubleshoot testing issues and get tests up and running more times than I can count.
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Score 9 out of 10
Vetted Review
Verified User
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We use Optimizely in our production to implement the AB Testing. Without changing our backend code or production deployment, we can directly make changes in the UI of our web page through Optimizely and can compare the performance of two different versions of the same page.
  • With Optimizely we can make changes in the user interface of any web page. So let's say if you notice any UI related issue of a web page then you can directly fix it through Optimizely with deploying any production build.
  • With Optimizely we can implement AB Testing through which we can compare the different versions of the same web page for performance and for better customer experience.
  • You can easily enable and disable Optimizely on the website through highly configurable Admin panel.
This is really good to set up quick experiments for which we don't want to make changes in our code and can directly turn on the production website without any deployment.
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Score 9 out of 10
Vetted Review
Verified User
Review Source
Optimizely continues to be one of the best tools we use as an organization from an ROI perspective. Testing on websites no longer is optional if you want to compete in today's crowded market and Optimizely makes that possible. One of the most important concepts in testing and growth is testing velocity and that increasing your velocity is really hard without a tool like Optimizely.
  • A/B Testing
  • Testing Reporting
  • User Roles
If you're looking to test anything on your website that results in direct action on your website, Optimzely is a great fit. Does changing a headline cause more conversions on a webinar? Optimizely can help you answer this easily and increase conversions. Does this homepage headline make the product benefits clearer? Not as easy to track in Optimizely, but really important (especially in B2B where people will review your website on a buying committee, but never take an action).
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Score 10 out of 10
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Verified User
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Our organization uses Optimizely for both B2B and B2C marketing. We use it to personalize customer experiences on our eCommerce site, as well as to test new experiences before we implement them.
  • Swapping out content, such as banners or icons.
  • Personalizing a landing page based on URL parameters for non-organic or direct traffic.
  • Testing new site experiences before developing them fully to validate the business case for the change.
I would absolutely recommend Optimizely to a colleague because it has proven itself worth the effort of implementing is. Optimizely makes personalization for email segments a breeze, with measurable effects on revenue. In general, the measurability is Optimizely's greatest strength. Every change we implement, we implement as a 50/50 split in Optimizely and make sure we can justify the cost of development.
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Feature Scorecard Summary

a/b experiment testing (37)
8.3
Split URL testing (28)
8.0
Multivariate testing (29)
8.1
Multi-page/funnel testing (45)
7.6
Cross-browser testing (22)
7.5
Mobile app testing (13)
6.8
Test significance (32)
7.2
Visual / WYSIWYG editor (29)
7.2
Advanced code editor (30)
6.9
Page surveys (6)
6.7
Visitor recordings (10)
7.1
Preview mode (34)
7.0
Test duration calculator (19)
6.5
Experiment scheduler (22)
8.1
Experiment workflow and approval (13)
7.0
Dynamic experiment activation (12)
7.4
Client-side tests (22)
7.4
Server-side tests (7)
7.3
Mutually exclusive tests (15)
7.0
Standard visitor segmentation (35)
7.9
Behavioral visitor segmentation (25)
7.6
Traffic allocation control (33)
8.3
Website personalization (18)
7.1
Heatmap tool (4)
5.9
Click analytics (15)
7.6
Scroll maps (6)
6.7
Form fill analysis (5)
5.8
Conversion tracking (26)
7.7
Goal tracking (31)
7.6
Test reporting (33)
7.9
Results segmentation (29)
7.4
CSV export (20)
6.6
Experiments results dashboard (28)
7.6

About Optimizely

Optimizely is one of the leaders in digital experience optimization, allowing businesses to dramatically drive up the value of their digital products, commerce and campaigns through its experimentation software platform.

According the 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.

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 Integrations

SessionCam, AdBasis, Oracle DMP (Bluekai)

Optimizely Competitors

Optimizely Technical Details

Operating Systems: Unspecified
Mobile Application:No