Tools
Optimizely alternatives
Optimizely alternatives fall into two groups: web testing tools for marketers and product experimentation platforms for developers. This guide compares 11 of them, using each vendor's own site, explains what Optimizely offers today, and shows how to switch without losing your test history. No prices and no ratings.
What are the best Optimizely alternatives?
The best Optimizely alternatives for testing web pages are Wingify (which now combines VWO and AB Tasty), Convert Experiences, Kameleoon and Adobe Target. For experiments in code behind feature flags, the main alternatives are Statsig, GrowthBook, PostHog, LaunchDarkly and Amplitude Experiment. Zoho PageSense and Crazy Egg suit smaller teams.
Which one fits depends on what you use Optimizely for today. If your marketers build page tests in a visual editor, compare web testing tools. If your developers run experiments on features, compare product experimentation platforms. If you also use Optimizely's content management or commerce products, a testing tool alone will not replace them.
What does Optimizely offer today?
Optimizely offers web experimentation, feature flags and experiments in code, personalization, analytics, content management and commerce from one company. Its web testing product is now sold as Optimizely Agentic Experimentation, and its feature flag product as Optimizely Feature Management, according to Optimizely's own product pages in October 2026.
- Visual editor for web tests, with server-side control for deeper tests
- Multivariate tests and bandits as well as A/B tests
- Feature flags with targeted and progressive rollouts and a kill switch
- SDKs for back end, mobile and edge, and personalization
- Warehouse-native experimentation analytics, which Optimizely's 2025 release notes list as generally available for web and feature experiments
The company behind it changed too. Episerver, a digital experience platform company, completed its acquisition of Optimizely in October 2020 and renamed itself Optimizely in January 2021, according to Optimizely's press releases. Its 2026 releases are datelined New York and describe it as the AI platform for marketing. That is why Optimizely now sells far more than A/B testing, and why a testing tool alone replaces only part of it.
How Optimizely calculates results
Optimizely's Stats Engine uses sequential testing, so a result stays valid whenever you look at it, and false discovery rate control, so testing many metrics does not inflate wrong calls. Optimizely says it went live for all customers in January 2015 (Optimizely's Stats Engine article). When you compare alternatives, ask which method each uses: sequential, Bayesian or fixed sample. It changes when you are allowed to stop a test.
How Optimizely is priced
Optimizely publishes no prices. Its plans page says every plan is individually packaged and offers a demo; it does not mention a free plan or a free trial. Several alternatives below do state free plans or tiers, which matters if you want to try a tool before a sales process.
Why teams look for an Optimizely alternative
Teams usually look for an Optimizely alternative because they only need part of what it offers, because they want a different way of working, or because their budget or team has changed. The reason matters, because it decides which kind of alternative fits.
- You only need web page testing. A dedicated web testing tool may cover what you use without the rest of a digital experience platform.
- Your developers run most tests. A product experimentation platform that works with feature flags and your data warehouse may fit better.
- You want open source or self-hosting. GrowthBook and PostHog are open source and can run on your own servers.
- You want analytics, replay and testing together. Some tools put heatmaps and session recordings next to each test.
- Budget. Prices are not compared here, because they change and are often quoted by traffic, but cost is a common reason to compare.
One reason that should not drive a switch: low win rates. If most tests lose, the problem is usually the test ideas, not the tool. Better research finds better tests in any platform. A clear A/B testing framework starts with that research.
Optimizely alternatives compared
This table compares the Optimizely alternatives on this page by the test types each vendor lists and what its site says about a free plan. All details come from the vendors' own sites, checked in October 2026. Confirm current plans with each vendor before you decide.
| Alternative | Test types listed | Free plan | Worth a look if |
|---|---|---|---|
| Wingify (VWO, AB Tasty) | A/B, multivariate, split URL, multi-page, cross-domain, server-side, mobile app | Free 30 day trial stated, no free plan | You mainly test web pages and want a visual editor with heatmaps and recordings in the same platform |
| Convert | A/B, split URL, multivariate, multipage, bandit, full-stack, feature flags, mobile app | Free 15 day trial stated | You want client-side and full-stack testing from one tool, with insights included in every plan |
| Kameleoon | A/B, contextual bandit, front-end and back-end, feature flags, mobile app | Not stated | You need web and back-end testing plus feature management with detailed consent controls |
| Adobe Target | A/B, multivariate, auto-allocate, personalization | Not stated | Your company already runs Adobe Experience Cloud |
| Statsig | A/B, sequential, switchback, bandit, feature flags, warehouse-native | Free Developer tier stated, with A/B tests, feature flags and analytics | Product and engineering teams run most of your experiments and want strong statistics |
| GrowthBook | A/B, split URL, bandit, feature flags, warehouse-native | Free cloud Starter plan (up to 3 users) and free self-hosted open source stated | You want open source, self-hosting, or analysis inside your own data warehouse |
| PostHog | A/B, A/B/n, multivariate, redirect, holdout, feature flags, mobile app | Free tier stated, open source | You want experiments, analytics, session replay and heatmaps in one open source platform |
| LaunchDarkly | A/B, bandit, feature flags, holdouts | Free developer plan stated | You already release features behind flags and want experiments in the same workflow |
| Amplitude Experiment | A/B, sequential, bandit, server-side, feature flags | Free plan stated, includes A/B tests | You already use Amplitude Analytics |
| Zoho PageSense | A/B, split URL, multivariate, bandit, full-stack, mobile app | Forever free plan stated, with heatmaps and recordings; A/B testing is in paid plans | You want testing, heatmaps and funnels in one simpler tool |
| Crazy Egg | A/B, split URL, bandit | Free plan stated, with heatmaps and surveys | You want straightforward page tests next to heatmaps, without an enterprise setup |
Optimizely vs alternatives: feature comparison
This feature comparison shows which capabilities each vendor names on the product page we read, with Optimizely in the first row. "Listed" means the vendor's page names it. "Not listed" means that page does not, not that the product lacks it, so ask the vendor about anything you need.
| Tool | Visual editor | Server-side or feature flags | Heatmaps or session replay | Mobile apps | Warehouse-native analysis |
|---|---|---|---|---|---|
| Optimizely | Listed | Listed | Not listed | Listed | Listed |
| Wingify (VWO, AB Tasty) | Listed | Listed | Listed | Listed | Not listed |
| Convert | Listed | Listed | Listed | Listed | Not listed |
| Kameleoon | Not listed | Listed | Not listed | Listed | Not listed |
| Adobe Target | Not listed | Not listed | Not listed | Not listed | Not listed |
| Statsig | Not listed | Listed | Listed | Not listed | Listed |
| GrowthBook | Listed | Listed | Not listed | Listed | Listed |
| PostHog | Not listed | Listed | Listed | Listed | Not listed |
| LaunchDarkly | Not listed | Listed | Not listed | Not listed | Listed |
| Amplitude Experiment | Not listed | Listed | Listed | Not listed | Not listed |
| Zoho PageSense | Listed | Listed | Listed | Listed | Not listed |
| Crazy Egg | Listed | Not listed | Listed | Not listed | Not listed |
The 11 Optimizely alternatives in detail
Each Optimizely alternative below is described from its vendor's own website: what it is, the main features the vendor lists, and when it is worth a look. Web testing tools come first, then product experimentation platforms, then simpler all-in-one tools.
1. Wingify Experimentation (VWO and AB Tasty)
VWO and AB Tasty have merged under the Wingify name, and VWO's testing pages now lead to Wingify Experimentation.
- A/B, multivariate, split URL and multi-page tests from a no-code editor
- Server-side experiments and feature flags, plus mobile app testing
- Wingz AI, an assistant that drafts hypotheses, builds variations and sets up experiments for your approval
- Test reports alongside heatmaps and session recordings
Worth a look if: you mainly test web pages and want a visual editor with heatmaps and recordings in the same platform.
Compared with Optimizely: Closest to Optimizely's web testing for marketers, with behavior data built in. You give up Optimizely's content management and commerce products, so it replaces the testing part only.
Free plan: Free 30 day trial stated, no free plan. Vendor site
2. Convert Experiences
A testing platform for web teams with client-side and full-stack testing and a built-in insights module.
- A/B, split URL, multivariate and multipage tests, including price tests
- Full-stack experiments with SDKs and an edge worker
- Frequentist, Bayesian and sequential statistics
- Heatmaps in every plan, and frustration-flagged session recordings through Convert Signals
- Visual editor plus code editors, and personalization
Worth a look if: you want client-side and full-stack testing from one tool, with insights included in every plan.
Compared with Optimizely: Covers both web and full-stack testing like Optimizely does, with heatmaps and recordings in every plan. It is a testing tool, not a content or commerce platform.
Free plan: Free 15 day trial stated. Vendor site
3. Kameleoon
An experimentation platform with web and full-stack testing, feature management and personalization.
- Experiments built from prompts, with front-end and back-end variants
- Real-time reporting with sample ratio mismatch detection
- Feature management and mobile app testing
- Consent management covering GDPR, CCPA and HIPAA
Worth a look if: you need web and back-end testing plus feature management with detailed consent controls.
Compared with Optimizely: The nearest like-for-like on web plus back-end testing and feature management in one product. Worth comparing closely if consent and data rules shape what you can run.
Free plan: not stated on the vendor's site. Vendor site
4. Adobe Target
Adobe's testing and personalization product, part of Adobe Experience Cloud.
- A/B and multivariate tests
- Auto-Allocate, which moves traffic toward the winning experience
- Auto-Target and Automated Personalization, which use machine learning per visitor
- Rule-based experience targeting and recommendations
Worth a look if: your company already runs adobe experience cloud.
Compared with Optimizely: A swap of one enterprise suite for another, not a lighter option. It makes most sense when your analytics and content already run on Adobe.
Free plan: not stated on the vendor's site. Vendor site
5. Statsig
A product experimentation platform with feature flags, analytics and session replay.
- A stats engine with variance reduction and sequential testing
- Warehouse-native or hosted deployment
- Feature flags, product analytics, session replay and web analytics
- Switchback tests and multi-armed bandits
Worth a look if: product and engineering teams run most of your experiments and want strong statistics.
Compared with Optimizely: Built for experiments in code. Marketers who build page tests in Optimizely's visual editor would lose that way of working, so it suits teams where engineers run tests.
Free plan: Free Developer tier stated, with A/B tests, feature flags and analytics. Vendor site
6. GrowthBook
An open source experimentation and feature flag platform that can be self-hosted.
- Open source, with a self-hosted option
- Warehouse-native analysis with Bayesian and sequential statistics
- Feature flags with ramp schedules and automatic rollbacks
- A visual editor and SDKs for server, client, mobile and edge
Worth a look if: you want open source, self-hosting, or analysis inside your own data warehouse.
Compared with Optimizely: Gives you open source code and analysis in your own warehouse. Someone on your team has to own the setup, and self-hosting means running it yourself.
Free plan: Free cloud Starter plan (up to 3 users) and free self-hosted open source stated. Vendor site
7. PostHog
An open source product platform that combines analytics, experiments, feature flags, session replay and heatmaps.
- A/B, A/B/n, holdout and redirect tests, built on feature flags
- Bayesian or frequentist analysis
- Heatmaps, clickmaps and scrollmaps, with rage and dead click detection
- Session replay on web and in iOS and Android apps
Worth a look if: you want experiments, analytics, session replay and heatmaps in one open source platform.
Compared with Optimizely: Puts experiments next to analytics and replay in one product. Tests are built on feature flags, so it fits product teams better than marketers who want a page editor.
Free plan: Free tier stated, open source. Vendor site
8. LaunchDarkly
A feature management platform that runs experiments inside its feature flag workflow.
- Experiments on feature flags, with holdouts and mutual exclusion
- CUPED, sequential testing and sample ratio mismatch detection
- Results segmented by device, location or cohort
- Warehouse-native analysis and tests of AI prompts and models
Worth a look if: you already release features behind flags and want experiments in the same workflow.
Compared with Optimizely: Strongest where Optimizely Feature Management competes: releases behind flags. It is not a replacement for visual web page tests.
Free plan: Free developer plan stated. Vendor site
9. Amplitude Experiment
Amplitude's feature experimentation product, connected to its product analytics.
- Guided experiment design with feature flags
- Client-side or server-side deployment
- Launch experiments from analytics charts and session replays
- Sequential testing, bandits, holdouts and mutual exclusion groups
Worth a look if: you already use amplitude analytics.
Compared with Optimizely: Makes the most sense when your metrics already live in Amplitude, because experiments launch from the same charts. Less of a fit if you analyze elsewhere.
Free plan: Free plan stated, includes A/B tests. Vendor site
10. Zoho PageSense
A conversion tool that combines testing, heatmaps, session recording, funnels and form analytics.
- A/B, split URL and multivariate tests with a visual and code editor
- Heatmaps and session recordings with AI summaries
- Funnel and form analytics
- Personalization, full-stack SDKs and mobile A/B testing
Worth a look if: you want testing, heatmaps and funnels in one simpler tool.
Compared with Optimizely: A smaller, simpler tool with testing and behavior analytics together. Expect fewer enterprise controls than Optimizely in return for an easier start.
Free plan: Forever free plan stated, with heatmaps and recordings; A/B testing is in paid plans. Vendor site
11. Crazy Egg
A website analytics tool known for its heatmaps, with recordings, surveys and A/B testing.
- Five map views: heatmap, scrollmap, confetti, overlay and list
- Session recordings with AI analysis, surveys and error tracking
- A/B tests built with a visual editor or URL redirects
- Heatmaps and recordings for each test variant, and a GA4 integration
Worth a look if: you want straightforward page tests next to heatmaps, without an enterprise setup.
Compared with Optimizely: Heatmaps first, testing second. Fine for straightforward page tests; not a replacement for server-side experiments or feature flags.
Free plan: Free plan stated, with heatmaps and surveys. Vendor site
Which Optimizely alternative fits your team?
The right Optimizely alternative depends on who builds your tests and what you test. Use this table as a starting shortlist, then trial two or three tools on a real test.
| If you need | Shortlist |
|---|---|
| Web page tests built by marketers | Wingify (VWO and AB Tasty), Convert, Kameleoon |
| Testing inside an Adobe stack | Adobe Target |
| Experiments in code, behind feature flags | Statsig, LaunchDarkly, GrowthBook, Amplitude Experiment |
| Open source or self-hosted | GrowthBook, PostHog |
| Testing plus heatmaps and recordings | Wingify, Convert, Zoho PageSense, Crazy Egg, PostHog |
| Mobile app experiments | Statsig, LaunchDarkly, PostHog, Amplitude Experiment, Kameleoon |
| A smaller team on a tighter budget | Zoho PageSense, Crazy Egg, or a free tier of an open source tool |
Free and lower-cost Optimizely alternatives
Free Optimizely alternatives exist in two forms: open source tools you can host yourself, and commercial tools with a free plan or tier. GrowthBook and PostHog are open source. Statsig, LaunchDarkly, Amplitude Experiment, Zoho PageSense and Crazy Egg state free plans or tiers on their own sites. Optimizely's plans page mentions neither.
- Wingify (VWO, AB Tasty): Free 30 day trial stated, no free plan.
- Convert: Free 15 day trial stated.
- Statsig: Free Developer tier stated, with A/B tests, feature flags and analytics.
- GrowthBook: Free cloud Starter plan (up to 3 users) and free self-hosted open source stated.
- PostHog: Free tier stated, open source.
- LaunchDarkly: Free developer plan stated.
- Amplitude Experiment: Free plan stated, includes A/B tests.
- Zoho PageSense: Forever free plan stated, with heatmaps and recordings; A/B testing is in paid plans.
- Crazy Egg: Free plan stated, with heatmaps and surveys.
A free plan is only cheaper if it fits your traffic and your team. Open source tools cost developer time to set up and maintain, and free tiers have usage limits. Before you count on any free plan, check how many visitors you need per test with the A/B test sample size calculator: a small site may need weeks for one test whatever the tool costs.
How to switch from Optimizely in 7 steps
To switch from Optimizely, close out running tests and export their results, document your goals and audiences, install the new tool alongside the old one, rebuild goals, validate with an A/A test, then remove the old snippet.
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Finish or stop running tests
Let tests reach their planned sample, or stop them and note why. Do not move a running test to a new tool: the data cannot be combined.
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Export results and notes
Save every test's hypothesis, screenshots, dates, sample and result. Your test history is worth more than the tool.
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List goals, audiences and integrations
Write down every goal, segment and analytics integration you rely on, so you can rebuild them exactly.
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Install the new tool
Add the new snippet or SDK, following the vendor's guidance on loading it without flicker. Check page speed before and after.
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Rebuild goals and check them
Recreate your goals and compare their counts with your analytics for the same days.
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Run an A/A test
Test two identical versions. The tool should report no meaningful difference and an even traffic split. If it does not, fix the setup first.
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Remove Optimizely and launch
Remove the old snippet so two tools are not changing the same pages, then launch your first real test.
What about Google Optimize?
Google Optimize is no longer an option. Google's support page says Optimize and Optimize 360 are no longer available as of September 30, 2023. Older comparison pages that list it as a free Optimizely alternative are out of date. Read Google's notice.
Whichever tool you pick, the results depend on what you test. Convertica's free CRO audit finds the problems worth testing. If you would rather have the fixes built for you, the one page rebuild covers one page and the full site rebuild covers your whole site.
Short answer
The best Optimizely alternatives depend on who runs your tests. For web page tests built by marketers, compare Wingify (VWO and AB Tasty), Convert, Kameleoon and Adobe Target. For experiments in code behind feature flags, compare Statsig, GrowthBook, PostHog, LaunchDarkly and Amplitude Experiment. Zoho PageSense and Crazy Egg suit smaller teams.
- Optimizely alternatives fall into two groups: web testing tools for marketers and product experimentation platforms for developers.
- Optimizely publishes no prices: its plans page says every plan is individually packaged, so compare quotes, not list prices.
- GrowthBook and PostHog are open source; Statsig, LaunchDarkly, Amplitude, Zoho PageSense and Crazy Egg state free plans or tiers.
- A testing tool replaces only Optimizely's experimentation. Its content management and commerce products need separate replacements.
- Low win rates are a reason to improve your test ideas, not to switch tools.
Questions about Optimizely alternatives
What are the best Optimizely alternatives?
The best Optimizely alternatives for web testing are Wingify (VWO and AB Tasty), Convert, Kameleoon and Adobe Target. For product experimentation behind feature flags, look at Statsig, GrowthBook, PostHog, LaunchDarkly and Amplitude Experiment. Zoho PageSense and Crazy Egg suit smaller teams that want testing and heatmaps in one tool.
Who are Optimizely's main competitors?
In web experimentation, Optimizely's main competitors include Wingify (which now combines VWO and AB Tasty), Adobe Target, Kameleoon and Convert. In feature flags and product experimentation, they include LaunchDarkly, Statsig, GrowthBook, Amplitude Experiment and PostHog. In content management, it competes with CMS vendors such as Contentful.
Is there a free alternative to Optimizely?
Yes. GrowthBook and PostHog are open source and state free tiers. Statsig states a free developer tier, LaunchDarkly a free developer plan, Amplitude a free plan that includes A/B tests, Zoho PageSense a forever free plan and Crazy Egg a free plan. Free plans have limits, so check them against your traffic.
Is there an open source alternative to Optimizely?
Yes. GrowthBook and PostHog are open source and can be self-hosted, according to their own sites. GrowthBook also analyzes experiments inside your own data warehouse. Self-hosting means your team runs and updates the software, so budget developer time as well as hosting.
How much does Optimizely cost?
Optimizely does not publish prices. Its plans page says every Optimizely plan is individually packaged, so you get a quote based on the products and usage you need. Ask each alternative for a quote on the same terms, because many also price by traffic and modules.
Does Optimizely have a free plan or free trial?
Optimizely's plans page, read in October 2026, does not mention a free plan or a free trial; it offers a demo and individually packaged plans. If you need to start free, the alternatives with stated free plans or tiers include GrowthBook, PostHog, Statsig, LaunchDarkly, Amplitude, Zoho PageSense and Crazy Egg.
Is Optimizely the same as Episerver?
They are now one company. Episerver, a digital experience platform company, completed its acquisition of Optimizely in October 2020 and rebranded itself as Optimizely in January 2021, according to Optimizely's press releases. Today Optimizely sells content management, commerce, experimentation, personalization and analytics.
Is Optimizely an American company?
Optimizely's press releases are datelined New York, and its 2026 releases describe it as the AI platform for marketing. The company took its present form when Episerver acquired Optimizely in 2020 and adopted the Optimizely name in 2021, according to those press releases.
Is VWO better than Optimizely?
Neither is better for everyone. VWO is now part of Wingify with AB Tasty, and Wingify lists visual web tests, server-side tests, mobile app tests, and heatmaps and recordings next to test reports. Optimizely sits inside a wider platform with content management and commerce. Choose by what your team runs every week.
What is the difference between Optimizely and Contentful?
Contentful describes itself as an API-first content platform with a headless CMS at its core. Optimizely sells a CMS too, plus experimentation, commerce, personalization and analytics. They overlap on content management only: Contentful is not an A/B testing tool, so it is not an alternative to Optimizely's experimentation products.
What statistics does Optimizely use?
Optimizely's Stats Engine uses sequential testing, so results stay valid whenever you check them, plus false discovery rate control across metrics, according to Optimizely. It went live for all customers in January 2015. When you compare alternatives, check whether each one uses sequential, Bayesian or fixed-sample statistics, because that changes when you can stop a test.
What is the best Optimizely alternative for enterprise A/B testing?
For enterprise web testing, the closest alternatives are Wingify (VWO and AB Tasty), Kameleoon and Adobe Target, which combine testing with personalization. For enterprise product teams, Statsig, LaunchDarkly and Amplitude Experiment add warehouse or analytics links. Ask each for security, consent and data residency details before you shortlist.
What is a good Optimizely alternative for a small business or nonprofit?
Start with a tool that states a free plan or tier: Zoho PageSense, Crazy Egg, GrowthBook, PostHog or Statsig. Ask vendors directly about nonprofit terms, because this page does not track discounts. Check your traffic first, since a small site may need weeks to finish one test.
Is Google Optimize an alternative to Optimizely?
Not any more. Google says Optimize and Optimize 360 are no longer available as of September 30, 2023. Teams that used it have moved to tools such as Wingify (VWO), Convert, Kameleoon, Zoho PageSense or open source options such as GrowthBook and PostHog.
Do Optimizely alternatives work with WordPress?
Web testing tools that install as a JavaScript snippet, such as Wingify, Convert, Zoho PageSense and Crazy Egg, run on WordPress like on any other site: you add the snippet to every page. Some vendors also offer a plugin, so check each vendor's own documentation before you install.
How do I switch from Optimizely to another A/B testing tool?
Finish or stop running tests and export their results, list your goals, audiences and integrations, install the new tool, rebuild your goals, then run an A/A test to check the setup before your first real test. Remove the Optimizely snippet or SDK only after the new tool is working.
Will I lose my test history if I leave Optimizely?
You keep what you export. Save each test's hypothesis, dates, screenshots, sample size and result before your contract ends, because results from one tool cannot be moved into another. A written record of past tests is what stops a team from rerunning ideas it has already tested.
Can I run Optimizely and another testing tool at the same time?
Yes, while you set up the new tool, as long as they do not change the same pages at the same time. Run the new tool's A/A test on pages Optimizely is not testing, then remove Optimizely before launching real tests, so two tools never split the same traffic.
