O

Optimizely

CRO & Landing Pages

Digital experience platform with A/B testing and personalisation

Founded 2010New York, NY, USA1,000+ employeescustomFrom Contact sales (enterprise annual contracts only)Verified · Sep 2026
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About Optimizely

Optimizely is a leading digital experience platform offering A/B testing, feature flagging, personalisation, and content management for enterprise teams running experimentation programmes.

Editorial Assessment

Optimizely is an enterprise digital experience optimization company offering web and feature experimentation, CMS, content marketing, and commerce platform capabilities. Founded in 2010 by Dan Siroker and Pete Koomen at Y Combinator (using Obama's campaign website as their founding use case), Optimizely pioneered A/B testing as a product category and grew to become the leading enterprise experimentation platform. In 2021, Episerver (a European CMS company) acquired Optimizely for approximately $1 billion and rebranded itself as Optimizely, dramatically expanding the platform's scope from pure experimentation to a full digital experience platform. The current Optimizely platform spans Web Experimentation (client-side A/B and multivariate testing), Feature Experimentation (server-side flag management and A/B testing for engineering teams), Content Marketing Platform (editorial planning and workflow), Content Management System (headless and hybrid CMS), and Configured Commerce. No public pricing is available for any product — all pricing requires sales engagement. Optimizely competes with LaunchDarkly (feature flags), AB Tasty and VWO (web experimentation), and Contentful or Sanity (CMS). The Episerver merger has broadened Optimizely's product scope significantly but also fragmented its market positioning.

Strengths
  • Industry-leading Web Experimentation platform with 20+ years of enterprise maturity
  • Stats Engine provides statistical significance calculations without fixed test durations
  • Feature Experimentation enables server-side testing for engineering and product teams
  • Program Management for running multiple experiments across business units
  • Content Marketing Platform for editorial planning and content workflow
  • Broad integration with analytics platforms (GA4, Amplitude, Adobe Analytics)
  • Strong compliance and data residency options for regulated industries
Limitations
  • No public pricing — all plans require sales contact, raising the evaluation barrier
  • Product breadth post-Episerver merger creates complexity in the platform narrative
  • Web experimentation UI has lagged behind newer challengers like AB Tasty
  • Content platform products (CMS, Commerce) are separate from experimentation — different buyer
  • Enterprise-only positioning makes it inaccessible for growth-stage companies

Best For

Large enterprises running sophisticated, multi-team experimentation programs Engineering teams that need server-side feature flagging + experimentation in one platform Organizations that want the most established, compliant experimentation vendor Enterprise companies seeking a unified digital experience platform across CMS and experimentation

Not Ideal For

Growth-stage companies needing affordable A/B testing (VWO or AB Tasty better)Small engineering teams needing simple feature flags (LaunchDarkly or Unleash better)Organizations wanting transparent, self-serve pricing before sales engagement

Key Features

Web Experimentation (A/B, multivariate, personalization)Feature Experimentation (server-side flags and testing)Stats Engine for valid statistical analysisProgram Management for multi-team experiment governanceContent Marketing PlatformHeadless CMSCommerce platform integration

Who It's For

Enterprise growth and product teamsLarge engineering teams running feature flag programsEnterprise digital marketing teamsMedia and e-commerce companies doing sustained A/B testing

Integrations

Google AnalyticsSegmentSalesforceHubSpotAmplitude

Platforms

web api

Founders

  • Dan Siroker
  • Pete Koomen

Products & Tools

Optimizely Web ExperimentationCRO / A/B Testing
Visit

Enterprise A/B and multivariate testing platform with Stats Engine, personalization, and program management for large-scale experimentation.

customFrom Contact sales
A/B and multivariate testingStats EnginePersonalizationProgram ManagementAnalytics integrations
Optimizely Feature ExperimentationFeature Flags / Developer Experimentation
Visit

Server-side feature flagging and A/B testing platform for engineering teams.

customFrom Contact sales
Server-side feature flagsSDK support across languagesRollout managementA/B testing for product features

Sources & Verification

Last reviewed September 2026

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Tags

A/B TestingExperimentationPersonalisationFeature Flags

Category

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Official Website

optimizely.com

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