Web Experimentation

The web is evolving, A/B test and experiment at scale

They don’t call us the world’s fastest experimentation platform for nothing. Let us help you uncover customer insights and create high-performing experiences in the blink of an eye.

Watch a demo

Don’t guess, test

Let customer sentiment drive your decision making and eliminate the need to guess what will convert​.

Maintain speed

Use an easy no-flicker snippet, using CDN testing or even in-code, so you can experiment without sacrificing performance.

Increase revenue

Decrease customer acquisition costs without increasing advertising spend and developer workload.

Experimentation is a central part of our growth story. It’s really the pulse and heartbeat of the business. So 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
Web Experimentation

Explore the capabilities

Web A/B testing

Use the world's most powerful front-end A/B and multi-page experimentation product built for the enterprise. Industry-first features like exclusion groups let you safely run multiple experiments on the same page.

Targeting & personalization

Leverage experimentation and personalization to create winning experiences. Deliver targeted messaging, personalized offers and recommend the most relevant content for your users.

Visual editor

Empower your team to collaborate with an easy-to-use visual editor without using developer time to get things up and running.

Advanced experiment types

Built for the enterprise, leverage the world's most powerful front-end A/B and multi-page experimentation product. Use industry-first features like exclusion groups that let you safely run multiple experiments on the same page.

Program management

Help your team increase experiment velocity by up to 5x with new tools for ideation, collaboration and program reporting.

About program management

Single Page App support (PWA)

Use a platform designed to simply work with your site, out-of-the-box and on the modern web. Explore features like Support for Dynamic Websites whether you have a single page application or dynamic content.

Exclusion groups

Run multiple experiments on the same page, at the same time.


Gain insight into the impact of your experiments with statistically valid results. No complex statistical analysis required.

Works with Google Analytics 4

CDN A/B testing

The most successful digital companies test every aspect of their customer experience. From design to code, experimentation results in the best outcomes. Test, learn and innovate at scale without sacrificing performance.

  • Perform fast
  • Test faster
About CDN A/B testing

Data Platform Lite

Stitch customer and account profiles to create holistic view that goes deeper than just website traffic with enriched first-party data.

  • Harmonized data
  • Unified customer profiles
  • Lead with first-party data
About Data Platform Lite
a screenshot of a computer

Recommendations Package

One comprehensive solution for targeting, testing and recommendations to create the ultimate system of differentiation.

  • Power audits with AI 
  • Know how to stay relevant
  • Prove a clear ROI​
More about Recommendations Package
graphical user interface, website

Gartner® names Optimizely a 4x Leader in the 2023 Magic Quadrant™ for DXP

The 2023 Gartner® Magic Quadrant™ for Digital Experience Platforms is here and for the fourth year in a row*, Optimizely is honored to be named a Leader against our proven Ability to Execute and Completeness of Vision.

Get the Gartner report

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.