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Top 8 Optimizely Alternatives Compared Head-to-Head (2024)
Explore the best Optimizely alternatives for A/B testing, personalization, and feature management. Find the perfect tool to optimize your digital experiences and boost growth.
Optimizely offers a powerful suite of experimentation and personalization tools, but it might not be the perfect fit for everyone.
With its enterprise-level pricing and sometimes complex setup, businesses of all sizes are exploring other options within the growing feature management platform market.
In this article, we'll analyze the top eight Optimizely alternatives, providing an in-depth comparison to help you find the solution that best aligns with your specific business needs.
Here’s a quick look at Optimizely’s top competitors:
Eppo — The overall best Optimizely alternative
Convert.com — Best lowest-cost option with core product features
AB Tasty — Best for non-technical teams with lower data maturity
VWO — Best testing tool that includes other qualitative features
Crazy Egg — Best for tracking website visualization and usage patterns
Dynamic Yield — Best for real-time segmentation and targeting
Amplitude Experiment — Best for those interested in the Amplitude platform
OptiMonk — Best for A/B testing email opt-in popups
What is Optimizely?
Optimizely is a Digital Experience Platform (DXP) designed to empower marketing teams to run their own website experiments. It works as a centralized hub, offering a complete suite of marketing tools like a CMS and marketing orchestration tools. It also includes products for the following key functionalities:
Feature management: Optimizely allows users to release new features or variations behind feature flags, giving them granular control over who sees what and when. This enables progressive rollouts and experimentation within production environments.
A/B and multivariate testing: Tools for setting up A/B, multivariate, and multi-page experiments across web and mobile applications. This lets users test variations to determine what drives the best results.
Personalization: Optimizely's personalization products let users deliver targeted content and experiences based on user behavior, demographics, location, and other data points.
Three reasons to look for an Optimizely alternative
Here’s three reasons why you might want to look for Optimizely competitors:
Cost: Optimizely operates primarily in the enterprise pricing tier. This means it can be a significant investment, especially for smaller businesses or those with limited experimentation budgets.
Alternatives may offer more cost-effective solutions with comparable or even better features.
Lacks Flexibility: While Optimizely offers a broad array of features, these capabilities are often “wide” instead of “deep”. For example, Optimizely only offers one type of experiment analysis (fully sequential tests) which is a good fit for medium-sized businesses, but not businesses with very large or very small numbers of users.
Optimizely also requires purchasing different products to run experiments on websites via a Javascript snippet and in other areas like mobile apps and server-side applications.
Limited integrations with business tools: Without easy integration with tools that hold deeper metrics — like your data warehouse — Optimizely makes it difficult to analyze the financial outcomes of your experiments and how they affect your P&L. This limits your ability to understand the full ROI of your optimization efforts.
Top Optimizely alternatives
#1 Eppo - The best alternative
Eppo is an experimentation and feature management platform that stands out as the best Optimizely alternative. Its key differentiator is that it’s warehouse native, which means Eppo runs queries on your database without any need to rebuild metrics or hunt down and diagnose discrepancies.
Instead of relying on a javascript snippet which by definition can only access top-level website metrics, Eppo can access your revenue, profit margins, and customer retention rates so the experiments you run are risk-free and based on real, hard data from your company’s centralized source of truth.
You can run various kinds of experiments, ranging from simple A/B tests to advanced multi-armed bandit algorithms across different parts of your technology stack.
Most importantly, Eppo’s core principle is to enable experimentation at scale – meaning that experimentation is viewed as an ongoing process. Constant testing and refining of new features means businesses can improve their most important metrics, discover unintuitive innovations and create a continuous, upward trajectory – rather than rely on a series of one-off, isolated experiments.
This last point is supported by a strong feature flagging system. This system allows for a wide range of controls, from basic on/off toggles to complex traffic distribution.
Features
Clean interface: The first thing you’ll notice when running Eppo is its easy-to-use interface. Whether you want to set up feature flags or monitor metrics with pinpoint accuracy, everything is a click away and information is displayed clearly.
Accelerated experimentation workflow: Eppo’s unique CUPED++ acceleration allows users to experiment much quicker, slash analysis cycles with in-depth diagnostics, and fast-track the entire testing process altogether.
Direct data warehouse integration: We highlight that Eppo sits directly on top of the customer’s existing data warehouse (including BigQuery and Snowflake) as a key differentiator.
Mainly because it means that Eppo eliminates the need for a complex setup and allows queries to run directly on user’s databases.
Trustworthy results: Eppo's industry-leading statistical engine and complete diagnostics suite guarantee your experiments are rigorous, and the results accurate and reliable. It offers the same type of analysis as Optimizely plus an additional three methodologies so teams can pick the right fit for their context, not get forced into a single approach.
Feature flags: Eppo's feature flags work hand in hand with its experimentation platform. This integration allows for meticulously controlled tests and precise management of feature rollouts.
End-to-end experimentation lifecycle: Eppo supports the entire experimentation process, from ideation and planning to analysis and knowledge sharing. It allows users to access purpose-built tools, tailored workflows, and a robust knowledge base throughout their entire experimentation journey.
How does it compare to Optimizely?
Eppo stands out from Optimizely by connecting directly to your data warehouse. Instead of using a javascript snippet to capture data from a site like Optimizely, Eppo does it natively, using queries just like your data team would.
This seemingly-simple difference means Eppo has access to every aspect of your business for experimentation, boasts a straight-forward setup process and allows you to centralize your your organization’s entire experiment roster in one place.
Eppo's focus on experimentation and its advanced feature flags make it easy to test continuously, unlike Optimizely which is often described as overly complex for long-term continuous testing.
Pricing
#2 Convert.com
Convert.com is an A/B testing platform designed to help businesses improve their digital experiences across websites and applications. It positions itself as a strong alternative to enterprise-level solutions such as Optimizely, offering similar core product features at a more competitive price point.
However, it’s important to mention that Convert.com lacks the scale to work with enterprise-level companies and it doesn’t offer the type of customer and sales support required for customers of such caliber.
Features
A/B testing capabilities: Convert.com lets users run rigorous A/B tests to evaluate the impact of changes to their website or application. It’s one of the platforms with the best value A/B testing for companies that need to test with over 250k users per month.
Improvement over time reporting: A unique Convert.com feature that allows users to track A/B test performance trends over time, providing valuable insights into when to end a test or continue running it.
Advanced previewing: Convert.com allows users to easily preview their A/B test variations before launch, including mobile previews with QR codes and a "Live Log" that shows real-time data on how variations are being displayed.
How does it compare to Optimizely?
Convert.com offers similar features to Optimizely but stands out with its significantly lower pricing (especially for higher user volumes), excellent reporting visualizations, streamlined previewing, and minimal impact on website speed.
Pricing
Basic plan: $349/month (annually) — 200K tester users
Growth plan: $699/month (annually) — 500K tester users
Expert plan: $1,119/month (annually) — 1M tester users
Enterprise plan: On request.
#3 AB Tasty
AB Tasty is a “customer experience optimization” platform that empowers teams to craft data-driven business strategies through experimentation, personalization, and exploratory new AI features.
It attempts to use AI to act as a strategic advisor to businesses, helping them gather customer insights and suggesting high-impact A/B test variations or audience segments.
Features
AI-driven insights: AB Tasty's new AI engine analyzes data to uncover patterns and optimization opportunities, guiding your decision-making process.
Simplified experimentation: AB Tasty empowers teams with low-code and no-code tools, facilitating the setup of A/B and multivariate tests on websites without extensive coding knowledge.
Targeted personalization: Create highly tailored experiences with AB Tasty's robust audience builder. Segment users based on diverse criteria to deliver the most relevant content.
How does it compare to Optimizely?
AB Tasty stands out from Optimizely by providing greater pricing variety, compatibility with a wider range of platforms, refined audience targeting tools, and exploratory AI features. As a European company, they may also offer better compliance with GDPR.
Pricing
On request.
#4 VWO
As one of the original vendors in the A/B testing software space, VWO is an experimentation platform for optimizing websites, mobile apps, and various digital experiences. It empowers businesses of all sizes with tools for A/B testing, personalization, and in-depth analysis.
Features
Expandable capabilities with add-on products: Enhance VWO's core functionality with add-ons like VWO Data360 (CDP) for rich customer data management, and other offerings for unique experimentation needs. These are priced separately.
Full suite of marketing analytics tools: VWO offers tools such as funnel analysis, heatmaps, and surveys apart from A/B testing so companies can gain more insights about how users interact with their websites and apps.
Versatile testing: Conduct rigorous A/B tests across multiple digital touchpoints to pinpoint what drives the best results. VWO also includes feature toggles (AKA feature flags) to streamline testing workflows and manage feature releases.
How does it compare to Optimizely?
VWO sets itself apart from Optimizely by offering a wider array of non-experimentation capabilities. This includes options like heatmaps, surveys, and other marketing planning tools.
VWO’s India-based team also provides hands-on services to support your CRO strategy and execution, making it a strong choice for businesses wanting additional assistance.
Pricing
VWO’s pricing is based on Monthly Tracked Users (MTU). It has a free version for businesses with under 10k unique visitors, but its most complete features are gated behind higher plans which cost over $422 for 10k MTU.
#5 Crazy Egg
Crazy Egg is a website visualization tool that reveals how visitors interact with your site. It uses heatmaps to track clicks, scrolling behavior, and other engagement metrics.
This, along with in-depth data analysis, provides actionable insights for improving your website's design and content through experimentation with A/B testing.
Features
Visualize user behavior with heatmaps: Crazy Egg's Snapshots (their version of heatmaps) show where users click, how far they scroll, and more. This visual data makes it easy to spot areas for improvement.
Test changes with A/B testing: Crazy Egg includes some rudimentary A/B testing capabilities, allowing you to compare different design variations and track their impact on key metrics.
Reveal audience behavior with segmentation: Filter your Crazy Egg data by factors like traffic source, device, or user behavior to uncover how different audience segments interact with your site.
How does it compare to Optimizely?
Crazy Egg offers a small point solution for website improvement compared to Optimizely's broader feature set.
It's particularly strong for uncovering the "why" behind user behavior with its data visualization tools. Crazy Egg's lower price point makes it accessible for businesses of all sizes, unlike Optimizely’s enterprise-focused model.
Pricing
Standard plan: $49 / per month
Plus plan: $99 / per month
Enterprise plan: $249 / per month
Important: All plans include a free 30-day trial and are billed annually.
#6 Dynamic Yield
Dynamic Yield is a pioneering Customer Experience Optimization (CXO) platform. Once owned by McDonalds (really!), it focuses on crafting personalized customer experiences across various channels like websites, mobile apps, and email.
For those considering it as an alternative to Optimizely, It offers robust tools for website A/B testing and tailoring content, recommendations, and offers based on user behavior.
Since its acquisition by Mastercard, Dynamic Yield has become more specialized, focusing heavily on testing and personalization for the financial services industry. If you operate in this sector, its insights and tailored solutions could prove valuable. However, the need for egressing data to Dynamic Yield means it may not meet your security needs compared to a warehouse-native platform like Eppo, which requires zero egress of data to third parties.
Features
Advanced segmentation and targeting: Dynamic Yield lets you create granular audience segments using behavioral data, contextual signals, and offline information. This refined segmentation enables the delivery of hyper-relevant experiences.
Predictive recommendations: Dynamic Yield's AI-powered recommendation engine goes beyond basic "similar items" suggestions. It incorporates user preferences and real-time trends to predict what a user is most likely to engage with.
Omnichannel orchestration: Dynamic Yield helps you craft consistent customer experiences. Personalization strategies can be synchronized across the web, email, and other digital channels for a cohesive brand journey.
How does it compare to Optimizely?
Unlike Optimizely, which focuses primarily on website optimization, Dynamic Yield offers a broader personalization toolkit. This is why it was temporarily owned by McDonalds, who hoped to use it to personalize digital menu and drivethrough experiences in their stores. It extends beyond the website experience to potentially include email, push notifications, SMS, and other communication channels.
Pricing
On request.
#7 Amplitude Experiment
Amplitude Experiment is an A/B testing and feature flagging solution that is part of the full Amplitude analytics suite of tools. By leveraging the power of Amplitude’s data collection, it helps run targeted experiments and inform future product updates with live customer data.
Features
Unified experimentation and analytics: Amplitude Experiment lets users analyze and act on A/B test results within their existing Amplitude analytics ecosystem. For those looking to migrate to Amplitude, this means more granular, actionable data.
Cohort analysis: It lets customers define user groups based on shared attributes or behaviors (e.g., new signups, high-frequency purchasers). Using these cohorts to target specific variations in experiments allows for more in-depth testing.
Funnel analysis: Amplitude Experiment allows users to visualize how customers navigate their website or app. It lets them identify drop-off points and use this information to design experiments and improve conversion rates at specific stages of the funnel.
How does it compare to Optimizely?
For those willing to make the jump from Optimizely to the Amplitude platform, Amplitude Experiment offers the advantage of testing changes directly within your existing analytics framework.
The key advantage over Optimizely here is that this speeds up workflows, eliminating the need to manage results across separate platforms and providing a unified view of the data from the company’s experimentation efforts.
For teams not already using the full suite of Amplitude’s product analytics solutions, however, it makes little sense as a standalone tool.
Pricing
On request.
#8 OptiMonk
OptiMonk is a conversion rate optimization (CRO) platform specializing in on-site popups, notification bars, and other lead capture tools. It aims to increase website engagement and conversions with personalized messaging, behavioral targeting, and A/B testing capabilities.
Since it’s primarily geared towards e-commerce, OptiMonk also provides solutions for publishers and lead generation websites. It is most similar to Crazy Egg in its focus on a small point solution for running A/B tests vs. a fully-fledged experimentation platform.
Features
Integration with email and SMS marketing platforms: Connect OptiMonk with popular email marketing tools and SMS platforms to seamlessly incorporate captured leads into your communication workflows.
A/B testing capabilities: Similar to Optimizely, OptiMonk allows you to test different variations of your popups, bars, and forms to optimize their effectiveness.
E-commerce focus: OptiMonk offers specialized templates, integrations, and features tailored to online stores. This includes cart abandonment popups, product recommendation displays, and discount incentives.
How does it compare to Optimizely?
OptiMonk is a compelling Optimizely alternative if your focus is solely on lead acquisition for eCommerce due to its affordability and numerous campaign options.
Unlike Optimizely, which focuses primarily on A/B testing tools, OptiMonk provides out-of-the-box support for common eCommerce elements (popups, side messages, sticky bars, etc.), trading off flexilibility and the full range of use cases for minimal technical expertise required.
Pricing
There’s a free plan, but for more features, the plans go as follows:
Essential plan: $39 per month or $390 a year if billed annually
Growth plan: $99 per month or $990 a year if billed annually
Premium plan: $249 per month or $2490 a year if billed annually
Master plan: On request.
Which Optimizely alternative is right for you?
Selecting the best Optimizely alternative to suit your specific needs can feel overwhelming. Here are some pointers to help you narrow down the field, depending on your needs:
Need affordability without sacrificing power? Convert.com offers the most affordable option for most basic A/B testing needs. However, they lack Enterprise readiness and white glove sales/support.
Looking for sophisticated A/B testing and in-depth analytics? Eppo offers powerful experimentation tools. Dynamic Yield could also be a good fit, especially if you work in the financial sector and can accept some security trade-offs.
Managing a smaller website and need a good point solution? Crazy Egg and Optimonk both offer introductory tools that solve for a variety of common eCommerce use cases, require little to no technical knowledge, and are immediately affordable even for small businesses.
Want the speed, accuracy, and trust to scale your experimentation? Eppo is the clear choice for businesses that prioritize decision-making based on trustworthy data. Its warehouse-native approach offers unparalleled speed, advanced statistical rigor (including CUPED++), and built-in tools that catch errors early, ensuring you always have reliable results to guide your roadmap.
Next steps with Eppo
Now that you've explored your Optimizely alternative options, you're well-equipped to make the best decision for your business.
If you're looking for a solution that prioritizes revenue growth and customer retention through experimentation, Eppo stands out as a compelling choice.
Eppo's approach to experimentation sets it apart. It's designed to directly impact your bottom line with a complete toolkit for:
Effortless experiment design: Eppo simplifies crafting sophisticated tests. It combines powerful feature flags with intuitive tools for complex scenarios — perfect for multi-environment releases, layered experiments, and more.
Flawless launches: Eppo's diagnostics and real-time monitoring empower you to launch experiments confidently, ensuring everything works as intended from the start.
Insightful analysis: Eppo's advanced statistical engine delivers reliable insights, turning data into action. Easily explore results and uncover even deeper trends within your data.
Ready to see how Eppo can make a difference?
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