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
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.
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.
It is an amazing tool that has given our company lots of insights on website and CRO strategy. They have a great onboarding team that helps with all the training and plenty of documentation as well. It has taken our company to the next level and fostered an environment of website experimentation.
Colleen Chicks (On TrustRadius)
CRO Manager, National Academy of Sports Medicine
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 Edge Delivery, your experiments are deployed directly at the edge via your Content Delivery Network (CDN), ensuring lightning-fast load times and a seamless user experience—with zero flicker and no compromise on performance across web, mobile, and landing pages.
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?
Yes, Optimizely is fully PCI DSS, ensuring your customer data is handled with the highest levels of security and care.
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.