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.

Don’t guess, test

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

Maintain speed

Performance edge runs fast website experiments by moving processing from the browser to the edge (CDN).

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
Chief Marketing Officer, Atlassian

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.

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 safely multiple experiments on the same page.


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

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

Data Core Service

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

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​

The experts agree. Optimizely named a Leader in The Forrester Wave™

Forrester Research named Optimizely a leader in the Forrester Wave report for Digital Experience Platforms (DXPs) on strength in testing and optimization, digital commerce and platform operations.

Plans and pricing

Create compelling content experiences. Empower your editors to compose great experiences by creating and combining content assets.

Frequently asked questions

What is Optimizely Web A/B Testing?

Web A/B Testing 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 A/B Testing?

No code changes are required for Optimizely Web A/B Testing. We provide project-level configuration options that allow you to choose which platform you want to use.

Is Web A/B Testing PCI compliant?

We are 100% PCI complaint 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.

Ready to take your digital experiences to the next level?

Optimizely is trusted by over 9,000 leading companies for digital experiences, content management, experimentation and commerce.