Optimizely Web Experimentation

Web Experimentation

The world’s most powerful, industry-leading experimentation platform

Other testing tools? Cute. But if you want experiments that drive
real business outcomes, – Optimizely is the only name that matters.

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Explore the capabilities of Optimizely Web Experimentation 

What sets us apart

AI-driven experimentation

Run smarter tests with AI-driven insights that scale across your business.

Generate variations instantly with AI, eliminating dev bottlenecks.
See changes explained automatically with AI Variation Summary—no guesswork, just insights.
Send more traffic to winning variations for higher conversions.
Discover your next big experiment with AI-driven test ideas and key metrics.

Fastest, flicker-free testing

Deliver experiences at the edge for speed and reliability.

Reduce latency with server-side execution for instant experiment delivery.
Eliminate page flicker by processing tests before the page loads. 
Smooth performance with our global CDN-powered experimentation .

Go beyond A/B testing

Unlock advanced testing methods to find what resonates best with your users.

Run smarter tests with A/B, multivariate, and multi-armed bandits to optimize every element.
Maximize conversions dynamically by automatically shifting traffic to top-performing variations.
Deliver personalized experiences based on user behavior, context and intent.

Collaboration made easy

Bring your team’s ideas together in one place, empowering everyone to brainstorm, create, and launch winning experiments together.

All-in-one platform for brainstorming, design, and tracking in one unified space.
Crowdsource and prioritize ideas from across the company and turn the best ones into impactful tests.
Track and celebrate progress with shareable calendars and celebrate team wins through visible results.

Lightning-fast performance 

Users expect speed, and Optimizely is the only platform that ensures the fastest performance by running experiments at the edge to ensure flicker-free testing.

Instant, actionable AI insights 

AI isn’t just a buzzword here—it's your secret weapon! Eliminate the guesswork by providing recommendations for test ideas, variation creation, and summarizing results so that you’re learning and optimizing with every test.

Smarter, data-driven decisions

Optimizely’s industry-leading Stats Engine delivers faster and more accurate results with a higher confidence interval so every change drives real, measurable impact.

No code required

Empower your team to experiment with drag-and-drop variation creation, automated traffic distribution, and pre-built templates so you can increase velocity without waiting for developer resources.

Security and compliance

Safe and secure data and regulatory compliance (GDPR, CCPA, HIPPA ready).

True cross-team collaboration

Bring all teams together on one platform to brainstorm, share, and iterate without jumping between platforms.

Optimizely Web Experimentation structures our thought process on how to think about new ideas and how to implement them, while giving us a safe way to actually find which ideas are successful and which ones aren't.

Andrew Presnell (onTrustRadius)

Sr. Full-Stack Developer, Universal Technical Institute

We are able to identify what development work is worth pursuing and what isn't based on the experiment results deployed by their platform.

Audrey Ortiz (on TrustRadius)

CRO Marketing Manager, ServiceTitan

Experimentation is a central part of our growth story. It’s really the pulse and heartbeat of the business. Optimizely has really played a central role in helping us become more disciplined and focused about the way that we do experiments and ultimately drive growth in the business.

Robert Chatwani

CMO, Atlassian

Plans and pricing

Create compelling content experiences. Empower your editors to compose great experiences by creating and combining content assets.

All plans and pricing

Frequently asked questions

What is Optimizely Web Experimentation?

Web Experimentation is a platform that allows you to experiment via A/B or multi-variant testing on any channel or device with an internet connection.

How easy is it to implement Web Experimentation?

Implementation is as simple as pasting a snippet of code on pages where you would like to test or track goals. Tests will run as quickly as they can be added.

Will having the Optimizely Web snippet on my site slow it down?

With our Performance Edge feature, you can run fast website experiments on mobile, websites and landing pages without slowing them down. Speed metrics run less than 50ms on average—that’s faster than a blink of an eye!

Is any development work required when transitioning to Web Experimentation?

No code changes are required for Optimizely Web Experimentation. We provide project-level configuration options that allow you to choose which platform you want to use.

Is Web Experimentation PCI compliant?

We are 100% PCI compliant so you can be assured that all your data is protected.

How does Optimizely count conversions?

We count conversions based on unique visitors to your page through our advanced analytics system, meaning users are only counted once regardless of how many times they trigger conversions.