Analytics
Complete flexibility for integrating most third party analytics platforms and tracking experiment and flag events within your existing workflows.
Feature Experimentation
Deploy features faster with full control and data you trust
Ship features with confidence by running experiments directly in your code. Test, iterate, and release without slowing down your dev team.
Explore the capabilities of our feature experimentation platform
Experiment across your entire stack
Test anywhere—frontend, backend, mobile, or edge—with flexible SDKs, Edge Workers, and a microservice agent built for low-latency performance at scale.
- Support experiments across every digital channel.
- Deploy SDKs in your preferred languages or use our agent to fetch decisions via REST API.
- Ensure consistent experiences across every environment.
- Adapt seamlessly to modern architectures and delivery pipelines.
Built-in Stats Engine
Trust results with statistically rigorous methods designed to minimize false positives and speed up decision-making.
- Get accurate results with false discovery rate control and outlier smoothing.
- Avoid p-hacking and misleading metrics.
- Use our sample size calculator to plan for reliable outcomes.
- Make smarter decisions with results you can trust.
Feature control with flexibility
Control who sees new features—no code changes or redeploys required. Easily deliver the right experience to the right users at the right time.
- Roll out features safely by percentage, audience segment, or user ID.
- Manage flags at scale from a centralized dashboard.
- Instantly pause or roll back features if risks are detected.
- Personalize experiences through targeted flag variations.
AI-powered optimization and personalization
Accelerate results and reduce manual effort with machine learning that dynamically improves performance and lays the groundwork for 1:1 personalization.
- Automatically direct traffic to top-performing variations using multi-armed bandits (MABs).
- Improve outcomes in real time without needing to monitor tests manually.
- Reduce opportunity cost and speed up experimentation at scale.
- Deliver 1:1 personalization at scale with contextual bandits—coming soon to FX.
Discover the benefits
Move faster with fewer risks
Test and roll out features gradually instead of all at once. Reduce downtime, bugs, and last-minute rollbacks by catching issues earlier.
Make confident, data-driven decisions
Use trustworthy results backed by our Stats Engine to validate what works before scaling. No guesswork or gut decisions.
Deliver features and experiments at scale
Designed for performance, our platform ensures low-latency feature flagging and reliable deployment in real time.
Work smarter with AI
Speed up experimentation with Optimizely Opal. Instantly generate test ideas, summarize results, generate variables, and more.
Optimizely named a 6x Leader in Digital Experience Platforms (DXP)
Did you know that Optimizely was named a Leader in the 2025 Gartner® Magic Quadrant™ for Digital Experience Platforms? For the sixth year in a row, Optimizely was recognized for its Ability to Execute and Completeness of Vision powered in part by its robust feature experimentation capabilities that help teams deliver safer, smarter digital experiences.
Access the complimentary report
*Gartner, Magic Quadrant for Digital Experience Platforms, Jeffrey L. Cohen, et al., 5 March 2025. This graphic was published by Gartner, Inc. as part of a larger research document and should be evaluated in the context of the entire document. The Gartner document is available upon request from Optimizely.
We can now get an early signal from the Optimizely Results dashboard within a few days, whereas before it would have taken weeks or longer for someone on our analytics team to pull the data and understand what was going on.
John Cline, Engineering Lead, Growth & Member Experience
Blue Apron
It's a great to test the customer behavior on new user interfaces and beta features.
Ray Law (on TrustRadius)
Applications Engineer, Starbucks
We are using Optimizely Feature Experimentation (FE) across all of our live eCommerce websites and we are actively using it across core experiences to test, analyse, experiment as well as activate features and control them on the spot through the various entities.
Dimos Papadopoulos (on TrustRadius)
Senior Product Manager, ATG Entertainment
We use Optimizely Feature Experimentation to do many different experiments within the organization. We also use it as a tool to slowly roll out new features. The experiments for my team are usually multiple variations of an upsell banner or testing a banner or feature on/off so that we can measure the revenue impact and extrapolate the results out for the course of the year.
Mitchell Berger
Senior Software Engineer, Alaska Airlines
Developer resources
Happy developers
With over 9,000+ developers, the developer experience is well loved and well documented. We are reachable and easy to work with. Jump into our dev docs and communities for all the guidance you need.
Explore the capabilities
Deep dive the many experimentation and feature management capabilities of our Feature Experimentation.
Collaborate
- Custom configuration
- Experiment collaboration
Experiment
- Optimizely Stats Engine
- Omni channel experimentation
- Data tools
- No latency SDKs
- Analytics
Personalize
- Behavioral targeting & segmentation
- Advanced Audience Targeting
- CDP connect
Release
- Progressive delivery
- Targeted rollouts
- Feature personalization
- Flag scheduling
- Multiple features per flag