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As someone deeply immersed in the world of marketing software, I understand how crucial it is to choose the right tools. In this comprehensive Optimizely review, I'll provide all the necessary details to help you determine if this digital experience platform fits your needs. My experience will guide you through its features, usability, and overall performance to make an informed decision.

Optimizely review showing the experiment results page interface
Here's the Export CSV feature in the Optimizely experimentation result page, which allows you to download the results of your experiment in a comma-separated value (CSV) file.

Optimizely Software Product Overview

Optimizely serves as a comprehensive content management software and digital experience platform (DXP) designed to optimize websites and applications through advanced A/B and multivariate testing. It primarily caters to digital marketers, product managers, and enterprise-level businesses, helping them enhance user experience and increase conversion rates.

The platform addresses key challenges in website optimization, customer experience, and digital marketing, offering a suite of tools for experimentation, personalization, and content analytics solutions. Its standout features include a user-friendly visual editor, robust segmentation capabilities, and seamless integration with other tools like Google Analytics.


  • Visual Editor: Offers a simple, drag-and-drop interface for creating experiments without needing extensive coding knowledge.
  • Advanced Testing: Supports complex A/B, multivariate, and split testing to refine user experience effectively.
  • Integration Ease: Integrates smoothly with numerous analytics and digital marketing tools, enhancing its functionality.


  • Complex for Beginners: Can be overwhelming for new users or small teams due to its comprehensive feature set.
  • Resource Intensive: Requires substantial resources and expertise to fully leverage its capabilities, especially for larger, more complex websites.
  • Cost Factor: May be cost-prohibitive for smaller businesses or those with limited digital marketing budgets.

Expert Opinion

In my view, Optimizely stands out in the content marketing software sector thanks to its advanced A/B testing tool and robust experimentation platform, especially suitable for large enterprises and sophisticated digital marketing teams. While it excels in user experience optimization and website testing, its complexity and cost can be challenging for smaller teams. Optimizely is ideal for organizations with the resources to fully utilize its suite of products, including feature flags, segmentation, and real-time analytics.

Optimizely: The Bottom Line

Optimizely uniquely combines a user-friendly interface with powerful testing and personalization capabilities, making it a standout choice for large-scale digital marketing and e-commerce projects. Its ability to deliver real-time, data-driven insights and optimize every aspect of the user journey sets it apart from other DXPs. For enterprises looking to refine their digital strategies through rigorous testing and experimentation, Optimizely offers an unparalleled toolset.

Optimizely Deep Dive

Here's a deep dive into Optimizely's features, best use cases, pricing, customer support, and other purchase factors.

Product Specifications

  1. A/B Testing - Yes
  2. Multivariate Testing - Yes
  3. Personalization and Targeting - Yes
  4. Content Management System (CMS) Integration - Yes
  5. Data Analytics and Reporting - Yes
  6. User Experience Optimization - Yes
  7. Mobile Responsiveness - Yes
  8. SEO Tools and Optimization - Yes
  9. Customer Data Management - Yes
  10. Visual Editor for Content - Yes
  11. E-commerce Integration - Yes
  12. Customer Journey Mapping - Yes
  13. Real-time Content Delivery - Yes
  14. Social Media Integration - Yes
  15. Email Marketing Integration - Yes
  16. API and Third-Party Integration - Yes
  17. Automated Marketing Campaigns - Yes
  18. User Segmentation - Yes
  19. Heatmaps and Click Tracking - No
  20. Content Personalization - Yes
  21. Multilingual and Multi-Regional Support - Yes
  22. Accessibility Features - Yes
  23. Digital Asset Management - Yes
  24. Split URL Testing - Yes
  25. Predictive Analytics - No

Feature Overview

  1. A/B Testing: Optimizely's robust A/B testing allows precise experimentation on web pages, making it a standout for validating user experience improvements.
  2. Multivariate Testing: This feature enables complex testing scenarios, combining multiple variables to understand their impact on user behavior.
  3. Visual Editor: The platform's visual editor simplifies front-end modifications on landing pages and web pages, making it user-friendly for marketers without deep technical knowledge.
  4. Personalization and Targeting: Optimizely excels in offering tailored user experiences by leveraging advanced algorithms for segmentation and targeting.
  5. Integration with Analytics Platforms: Its seamless integration with tools like Google Analytics enhances data-driven decision-making by correlating experimentation results with key metrics.
  6. Content Management System Integration: The ability to integrate with various CMS platforms makes it versatile for content rollouts across different web properties.
  7. User Experience Optimization: Optimizely stands out in its capacity to optimize the entire user journey, improving overall customer success and satisfaction.
  8. Mobile Responsiveness: The platform ensures that experiments and optimizations are effective across all devices, crucial for a comprehensive digital experience.
  9. Automated Marketing Campaigns: Its automation capabilities streamline marketing efforts, making the platform efficient for continuous testing and optimization.
  10. API and Third-Party Integration: Optimizely's robust API and integration options offer full-stack solutions, enabling a more cohesive digital experience across various platforms and services.

Standout Functionality

  1. Advanced A/B and Multivariate Testing: Optimizely excels in detailed A/B and multivariate testing, enabling more intricate and precise experimentation compared to many other platforms, crucial for nuanced CRO strategies.
  2. Visual Editor and Javascript Integration: The platform uniquely combines an intuitive visual editor with comprehensive Javascript integration, facilitating easy front-end modifications on complex, multi-page websites, suitable for both non-technical marketers and developers.
  3. Personalized Targeting Algorithms: Optimizely's sophisticated targeting algorithms provide highly tailored user experiences, outperforming many competitors in creating dynamic, user-specific content based on individual preferences and behaviors.


Optimizely offers a range of native integrations with popular analytics, marketing, and content management tools, including Google Analytics, Adobe Analytics, and various CMS platforms. These integrations facilitate seamless data sharing and analysis, enhancing the effectiveness of digital marketing strategies.

The platform also provides a robust API, allowing for custom integrations and extended functionalities, enabling users to tailor the platform to their specific needs. Additionally, Optimizely supports various add-ons and extensions that can enhance its capabilities in areas like personalization, testing, and customer experience optimization.

Optimizely Pricing

  • Optimizely Web: Tailored for marketing teams to experiment and personalize websites. Pricing starts at a minimum of $36,000 per year (billed annually). This plan is ideal for testing and personalizing page layouts, checkout flows, content, and images.
  • Optimizely Full Stack: Designed for product developers to test new product features. Pricing can vary greatly, often exceeding $36,000 per year (billed annually), depending on the required features and website traffic levels.
  • Additional Costs: The final pricing is influenced by website traffic and selected features, potentially reaching upwards of $200,000 per year. This pricing structure reflects the platform's extensive customization and advanced capabilities.

Ease of Use

In my assessment, Optimizely's user interface presents a blend of sophistication and challenge, particularly for users new to such testing platforms. The customization options, while powerful, can initially overwhelm due to their complexity and the need for a solid understanding of testing principles. However, the tool's organization and navigation are well-structured, and the support from a dedicated success manager and team aids significantly in the onboarding process, ensuring a more personal and guided experience.

Customer Support

Optimizely's customer support is highly regarded, with users appreciating the quick and professional responses to complex issues. However, there are occasional challenges in getting resolutions to issues, and some users have noted that the interface can feel dated in certain areas, which might impact the overall user experience.

Optimizely Use Case

Who Would Be A Good Fit For Optimizely

In my assessment, Optimizely excels in environments where detailed experimentation and data-driven decision-making are key, making it ideal for large enterprises and mid-sized businesses in sectors like digital marketing and e-commerce. Its most loyal users are typically found in marketing and product development teams who prioritize advanced A/B testing, user experience personalization, and thorough data analytics.

Who Would Be A Bad Fit For Optimizely

From my perspective, Optimizely may not be the best fit for small businesses or startups with limited budgets, due to its higher pricing and complexity. The most disappointed customers tend to be those from smaller teams or non-technical backgrounds, who may find the platform's advanced features and technical requirements challenging to navigate without sufficient resources or expertise.

Optimizely FAQs

What types of testing does Optimizely offer?

Optimizely content marketing platform specializes in A/B testing, multivariate testing, and personalization to enhance user experience and website optimization.

Is the Optimizely platform customizable for different business needs?

Yes, Optimizely is highly customizable, allowing businesses to tailor experiments and user experiences based on specific requirements and goals.

How does Optimizely ensure a personalized experience for website visitors?

Optimizely uses advanced algorithms and targeting techniques to create personalized experiences, ensuring that content and offers are relevant to individual users.

Can Optimizely integrate with other digital marketing tools?

Yes, Optimizely offers seamless integration with a range of digital marketing tools, including analytics platforms, content management systems, and email marketing services.

What support options does the Optimizely support team provide?

The Optimizely support team offers various support options, including email, live chat, and dedicated account management, to assist users with their queries and issues.

How user-friendly is the Optimizely interface for beginners?

While Optimizely is powerful, it can be complex for beginners. However, it offers resources like documentation and tutorials to help new users get up to speed.

Does Optimizely offer solutions for mobile optimization?

Yes, Optimizely provides features for optimizing mobile user experiences, ensuring effective personalization and testing across various devices.

How does Optimizely handle data analytics and reporting?

Optimizely offers comprehensive data analytics and reporting features, allowing businesses to track the performance of their experiments and make data-driven decisions.

Alternatives to Optimizely

  • VWO: Often chosen for its user-friendly interface and cost-effectiveness, VWO is a preferred choice for small to mid-sized businesses or those just starting with A/B testing and personalization.
  • Google Optimize: Google Optimize is frequently selected for its seamless integration with Google Analytics and its no-cost entry-level option, making it ideal for businesses looking for a straightforward, analytics-driven testing platform.
  • Adobe Target: Adobe Target is preferred in scenarios requiring deep integration with other Adobe Experience Cloud products, making it a go-to choice for companies already invested in the Adobe ecosystem and seeking advanced personalization capabilities.

Optimizely Company Overview & History

Optimizely is a leading digital experience platform that specializes in A/B testing, multivariate testing, and personalization to enhance user experience and optimize websites. It is widely used by a diverse range of companies in sectors like digital marketing, e-commerce, and technology.

Optimizely is an independent company headquartered in San Francisco, California. It was founded in 2009 by Dan Siroker and Pete Koomen, with a mission to enable businesses to unlock their digital potential through experimentation. Over the years, Optimizely has achieved significant milestones, including substantial funding rounds and the expansion of its product offerings to cater to a broader range of digital optimization needs.


In conclusion, Optimizely emerges as a robust and comprehensive digital experience platform. Its advanced features and integration capabilities make it a strong choice for companies in digital marketing and e-commerce, though its complexity and pricing may be challenging for smaller businesses or those with limited technical expertise.

I recommend Optimizely for organizations looking for an in-depth, customizable solution to enhance their online presence and customer engagement.

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Stephanie Hood
By Stephanie Hood

Stephanie Hood is an experienced marketing professional and Editor of The CMO. With nearly a decade spent as Marketing Manager at Discover Holidays and Executive Editor at VIVA Lifestyle & Travel, she built her career leading editorial and marketing teams and strategies that turn six-figure budgets into seven-figure profits. She now enjoys connecting with the world's top executives to learn their secrets to business success, and shares those insights right here with her community of like-minded professionals. Curious what she’s uncovered? Be sure to sign up for The CMO newsletter.