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Experimentation and digital experience platform for enterprises.
Optimizely is an enterprise digital experience platform (DXP) best known for pioneering large-scale A/B testing and experimentation. It lets teams run controlled experiments — A/B tests, multivariate tests, and feature experiments — on websites and in products to measure what actually improves conversion, engagement, and revenue, replacing guesswork with data. Alongside experimentation, it has grown into a full DXP spanning content management (Content Cloud), commerce, personalization, and analytics, so enterprises can build, test, and optimize digital experiences on one platform.
Optimizely's experimentation products (Web Experimentation and Feature Experimentation) are widely used by product, marketing, and engineering teams to test everything from headlines and layouts to backend features behind flags, with statistical rigor. As a broad enterprise DXP, it targets large organizations that want to manage content, run commerce, personalize experiences, and experiment at scale, and its pricing reflects that: it is quote-based and enterprise-level, structured around monthly tracked users or sessions and the products you license.
Optimizely suits mid-market and enterprise teams — in product, marketing, and engineering — that want rigorous experimentation and/or a full digital experience platform for content, commerce, and personalization. Pricing is custom and quote-based (Web Experimentation, Personalization/Business, and full DXP tiers), so cost reflects an enterprise platform rather than a self-serve tool.
Pricing Model
Quote-based (enterprise)
Starting Price
Contact vendor
Free Options
None
Custom pricing (reported from ~$36K/year) for A/B and multivariate testing.
Custom pricing for feature flags and server-side experimentation.
Custom pricing for Content, Commerce, and Personalization Cloud bundles.
| Feature | Web Experimentation Popular | Feature Experimentation | DXP / Enterprise |
|---|---|---|---|
| A/B & multivariate testing | — | — | |
| Visual editor | — | — | |
| Statistical engine | — | — | |
| Audience targeting | — | — | |
| Priced by MTUs/sessions | — | — | |
| Feature flags | — | — | |
| Server-side experiments | — | — | |
| Progressive rollouts | — | — | |
| SDKs for engineering | — | — | |
| Experiment analytics | — | — | |
| Content management (CMS) | — | — | |
| Commerce | — | — | |
| Personalization | — | — | |
| Full DXP suite | — | — | |
| Enterprise support & SLA | — | — |
Other
CRM
Communication
Analytics
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API Types
SDK Availability
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Developer Features
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Compliance Standards
SOC 2 Type II
EnterpriseISO 27001
EnterpriseGDPR Compliant
GlobalHIPAA
HealthcarePCI DSS
FinanceCCPA
PrivacyFedRAMP
GovernmentCSA STAR
CloudDeployment & Data
Data Residency Options
Verify with vendor for your specific region requirements.
A/B testing and experimentation platform for conversion optimization
Experience optimization: A/B testing, personalization, and feature experimentation
Feature flags, experimentation, and product analytics in one platform
Quick comparisons
