Optimizely Feature Experimentation review
May 06, 2025

Optimizely Feature Experimentation review

Anonymous | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User

Overall Satisfaction with Optimizely Feature Experimentation

We are using Optimizely Feature Experimentation for multiple purposes across the organization. Business department along other departments like Operations and Product identify opportunities and build hypothesis to test.

During the first year we have been building tests to improve:
- Delivery costs (f.e trying to recommend PUDO as a shipping method)
- Increase average order value
- Increase CTR at different levels of the user journey (HOME, PLPs, PDPs)
- How removing "aggresive pricing labels" don't decrease CR

Pros

  • Easy to use UI where you can change HTML and add Javascript without involving IT Team (reduce timmings and provide freedom to experimentation team)
  • Building custom metrics using datalayer is the best.
  • Custom triggers to setup audiences

Cons

  • Flickering could be a nightmare in a client side solution. It would be great to be able to turn your solution client or server side in the same contract/solution.
  • Experiment results page could help more quicker in identifying "eternal" tests (tests where you get not enough difference between original and variants and the platform always say that 100K more events remaining). Maybe a warning message saying: Your test is not going well, maybe it's time to analyze why: Here is my impressions (Ask Opal).
  • It would be great if we could edit events directly from a test. Sometimes you need to create or edit an event to config your test, then you have to exit the test, click implementation, new/edit event. It's save a lot of time if you can jump from these to spaces directly.
  • 15% increase in PUDO (checkout shipping method)
  • 30% engagement rate in HOME Page
  • 10% CR increase in checkout page (playing with several pricing delivery variants)
As I said before I think they can improve some transition between experiments and implementation tab (creating/editing events).

Another tool that is great but can be improved is HTML selection when you are editing a specific page. For example, it can be thrilling to understand what block of HTML are you selecting and how we can change HTML behavior. Sometimes we decide to go through Javascript to avoid changing HTML using UI tool because we give up. trying to put a HTML block after or before another item or changing some specifications.
When Google Optimize goes off we searched for a tool where you can be sure to get a good GA4 implementation and easy to use for IT team and product team.

Optimizely Feature Experimentation seems to have a good balance between pricing and capabilities.

If you are searching for an experimentation tool and personalization all in one... then maybe these comparison change and Optimizely turns to expensive. In the same way... if you want a server side solution. For us, it will be a challenge in the following years.

Do you think Optimizely Feature Experimentation delivers good value for the price?

Yes

Are you happy with Optimizely Feature Experimentation's feature set?

Yes

Did Optimizely Feature Experimentation live up to sales and marketing promises?

Yes

Did implementation of Optimizely Feature Experimentation go as expected?

No

Would you buy Optimizely Feature Experimentation again?

Yes

I think Optimizely Feature Experimentation is an awesome platform for product , IT and Analytics teams. These is not easy because you could find a better platform for product but then a pain for IT or Analytics teams to get the perfect trigger to fire the test or add custom metrics for example.

In the other hand, It's not your tool if you want to run test based on the same page but different designs, something crucial for product teams where you would like to test a new PDP page or HOME page. If you plan to run these kind of tests then you have to jump to another server side solution.

... and these opinion match with my previous thoughts where Optimizely could mix a solution for client side and server side like Google Tag Manager did some years ago.

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