Optimizely is an A/B testing, experimentation, and optimization software designed primarily for marketers and user experience (UX) professionals. The software enables marketers, product managers, engineers, and more to run experiments on their website, app, and back-end code—in the name of data-backed design and UX.
Optimizely is a robust tool. While it has a lot of happy users, many marketers and UX pros simply don’t need the level of sophistication that it offers – or the price tag that comes along with it.
If you fall into that camp, and you’re looking to replace Optimizely with a solution that better fits your needs and your budget, we’re here to help. Below, we dive into 8 popular Optimizely alternatives and discuss how they differ from Optimizely.
Before we get into 8 of the best alternatives to Optimizely, we’ll explain how to know if you and your team actually need (and can benefit from) a full-fledged A/B testing solution.
Note: Looking for a website optimization tool that costs less and offers value no matter your traffic volume? Sign up and try Crazy Egg free for 30 days to get access to heatmaps, and robust, granular data segmentation.
Do You Actually Need an A/B Testing Tool?
A/B testing has seen something of a heyday over the past few years, becoming a common buzzword that just about everyone talks about as a must-do tactic for website and UX optimization. It’s to the point where marketers and UX pros feel like they’re failing if they don’t or can’t run tons of A/B tests.
In other words, many businesses today buy an A/B testing tool without pausing to consider whether they’ll actually get any real value from it.
Based on our experience working with more than 300,000 companies, your website needs to see a minimum traffic volume in order to validate and justify the data you can get from an A/B testing tool. Without a minimum number of visits, your test results are based on a small sample size—small enough that they aren’t really reliable or valuable for decision-making.
If you’re wondering whether you have enough traffic to justify A/B testing, we recommend Neil Patel’s statistical significance calculator.
Once your website ticks those boxes, you can absolutely see value and ROI from an A/B testing solution. Until then, you’re better off making qualitative changes to your website and monitoring how they impact user behavior.
In our opinion, heatmaps are the best way to do that. With the Snapshots our product provides, you can see how website and app changes actually affect the behavior of real users—and you can dig into the data and filter users to see how different segments of users behave on your site.
But more on that in a minute. For now, let’s get into those Optimizely alternatives we promised.
Whether you’re looking for an alternative to Optimizely that’s less costly, offers more features, fewer features, or just different ones, there’s a solution below that will work for you.
1. Crazy Egg
- Price: Starts at $24/month
- Trial: 30-day free trial on any plan
- Unique feature: Snapshots
We, at Crazy Egg, believe we’re one of the best Optimizely alternatives available—in part because you can use our tool with Optimizely or instead of it. Plus, if you want to experiment with A/B testing before you buy a separate (and expensive) solution, Crazy Egg comes with A/B testing features built into our tool.
Whether you’re using Crazy Egg alongside another A/B testing tool or not, our Snapshots (that’s what we call our heatmaps) allow you to dig deeper into your website analytics. An A/B test can tell you which of two variants wins, but heatmaps can show you more in-depth data behind that result.
With our Snapshots, you can filter click behavior on a given page to see how 22 different user segments behave. You can better understand where people click on the page and learn how key user characteristics affect that.
Plus, as you approach the minimum viable traffic volume, our tool offers a flexible way to get started with A/B testing. We include key A/B testing features inside Crazy Egg, like head-to-head and multivariate testing, user-friendly and real-time WYSIWYG visual editor, and the ability to track set goals or custom conversions.
Our software also integrates seamlessly with Optimizely, Google Optimize, and other full-featured A/B testing tools.
To put it simply, Crazy Egg offers marketers and UX pros more complete data and segmentation options than Optimizely.
Note: Sound good? Sign up and try Crazy Egg free for 30 days to get access to a website optimization tool that offers more in-depth, reliable data for a fraction of the Optimizely price.
2. AB Tasty
- Price: Contact AB Tasty to request pricing
- G2 rating: 4.4 out of 5
- Unique feature: AI and automation
If you’re definitely ready for a full-fledged A/B testing solution, AB Tasty is one of the best-known—and for good reason. AB Tasty offers the usual A/B testing and personalization features, but their automation and artificial intelligence (AI) capabilities make it easier to test, iterate, and optimize websites on a large scale.
Those are the features that really differentiate AB Tasty as an alternative to Optimizely.
With AI-powered data, AB Tasty creates data-backed user segments based on behavior like engagement. When combined with the automated optimization capability, they promise compound returns—making it easy to build the best web pages and show them to the most targeted audiences.
- Price: Contact SiteSpect to request pricing
- G2 rating: 4.3 out of 5
- Unique feature: Custom analytics dimensions
SiteSpect is one of the A/B testing tools that actually brings in some more in-depth customer and segmentation data. While running your experiments, SiteSpect allows users to define custom analytics dimensions they want to capture—think dimensions like which products a user has purchased, categories they’ve viewed, items they’ve searched for, and more.
In our opinion, those custom dimensions make SiteSpect one of the best options geared mainly toward ecommerce and SaaS websites.
Not to mention, that emphasis on more robust analytics is reflected in SiteSpect’s results dashboard. More than identifying winners and losers, users can measure additional KPIs, events, conversion funnels, and other user interactions throughout a test.
- Price: Omniconvert offers a free plan. Paid plans start at $324/month.
- G2 rating: 4.4 out of 5
- Unique feature: Retention
Omniconvert is another full-feature website optimization software that we consider a top pick for ecommerce companies, larger ones in particular. Their automation capabilities make it easier to run tests on hundreds of product pages at once.
Plus, Omniconvert is one of few A/B testing tools that focuses on conversion and retention, even including customer survey features in their optimization platform.
The tool holds its own as an Optimizely alternative thanks to that focus on understanding, monitoring, and nurturing your best customers, in addition to converting new ones. That focus is reflected in how Omniconvert views and represents their solution—as a tool to optimize the entire customer journey.
- Price: Starts at $79/month
- G2 rating: 4.3 out of 5
- Unique feature: Dynamic Text Replacement (DTR)
Unbounce is a website optimization on the lower end when it comes to pricing. That said, it’s much more than an A/B testing tool. Unbounce is designed to make it easy for marketers to build quality, high-conversion landing pages—without the complexity of code or time spent vying for your developer’s limited resources.
Then, you can create a copy of the page, make any tweaks you want, and run your split tests. Unbounce is easily one of the best, no-nonsense options for A/B testing.
- Price: Starts at $199/month
- G2 rating: 4.1 out of 5
- Unique feature: VWO Services
VWO (or Visual Website Optimizer) is one of the most well-known alternatives to Optimizely. The higher monthly price tag comes with a whole lot of extra features. With VWO, you can test everything from your website, product, features, or the customer’s entire digital experience all-in-one. Together, VWO’s testing platform offers a streamlined way to go from building to testing to implementation.
One unique offering of VWO is their services product, which offers to take over the entire optimization process—managing conversion rate optimization (CRO) across your website and product.
VWO is also one of the split testing tools that’s really built for enterprise companies—meaning it’s built for big companies with even bigger budgets.
The tool allows you to run tons of tests at once and optimize for everything from revenue to cart abandonment. Plus, their tool includes additional features like session recordings and on-page surveys to add more context to your data.
- Price: Contact Apptimize to request pricing
- G2 rating: 4.2 out of 5
- Unique feature: OTT optimization
Apptimize is the one Optimizely alternative on our list that’s built from the ground-up for apps (hence the very fitting name). Their tool makes it easy to A/B test across mobile apps, web apps, and OTT.
In contrast to many of the A/B testing tools we’ve highlighted, Apptimize is built for product teams—not marketers. There’s an emphasis on feature management that you won’t find with many of the other A/B testing options.
That emphasis translates into support for cross-channel optimization, omni-channel user journeys, and new feature releases. If you’re looking to optimize an app or OTT, Apptimize is the Optimizely alternative for you.
8. Google Optimize
- Price: Google Optimize offers a free plan. Contact them to request paid pricing.
- G2 rating: 4.4 out of 5
- Unique feature: Analytics Audiences
It wouldn’t be a website optimization article without a Google product. Google Optimize is Google’s solution to website and ecommerce store A/B testing, and it allows you to test any page of your website. The biggest benefit with Google Optimize is the integration—it’s built to work seamlessly with all the other Google products you use on your website (like Google Analytics and Google Ads).
That translates into easy Custom Objectives, based on Google Analytics data and Goals, and the option to tailor your tests for key Analytics Audiences.
While Google Optimize is free (bonus!), they also offer a premium tier called Google Optimize 360. Built for enterprise websites, the 360 tier means you can get started for free and stick with the same solution, no matter how much, or how quickly, your website scales.
The Right A/B Testing Solution for You
When it comes to A/B testing and optimizing your website, there are a lot of options for marketing, UX, and product teams to choose from. That means there’s no reason to stick with a tool if it isn’t meeting your needs.
If one of the Optimizely alternatives above sounds like a better fit, it may be time to give something new a try. Whether that’s a more affordable tool, something with more value for lower traffic websites, or a solution even more robust than Optimizely.
Note: Looking for a website optimization tool costs less and offers value no matter your traffic volume? Sign up and try Crazy Egg free for 30 days to get access to heatmaps and robust, granular data segmentation.