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, ratings or affiliate links.
Short answer
The best Optimizely alternatives depend on who runs your tests. For web page tests built by marketers, look at Wingify (VWO and AB Tasty), Convert Experiences, Kameleoon and Adobe Target. For experiments in code behind feature flags, look at 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.
- Shortlist by what you use Optimizely for today, then trial two or three tools on a real test.
- GrowthBook and PostHog are open source and can run on your own servers.
- Low win rates are a reason to improve your test ideas, not to switch tools.
- Google Optimize is no longer available, so older lists that recommend it are out of date.
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, content management and commerce from one company. Its web testing product, formerly called Web Experimentation, is now sold as Optimizely Experimentation, and Feature Experimentation is now Feature Management, according to Optimizely's own product pages.
- 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
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. That is why Optimizely now sells far more than A/B testing.
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, server-side, mobile app | Free 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 trial stated, no free plan | 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 | Product and engineering teams run most of your experiments and want strong statistics |
| GrowthBook | A/B, split URL, bandit, feature flags, warehouse-native | Free tier stated, open source | 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 | You want testing, heatmaps and funnels in one simpler tool |
| Crazy Egg | A/B, split URL, bandit | Free plan stated | You want straightforward page tests next to heatmaps, without an enterprise setup |
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
- An AI assistant that helps plan, build and summarize experiments
- 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. Free plan: Free 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
- Heatmaps and session recordings included in every plan
- 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. Free plan: Free trial stated, no free plan. 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. 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. 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. Free plan: Free developer tier stated. 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. Free plan: Free tier stated, open source. 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. 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. 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. 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. Free plan: Forever free plan stated. 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. Free plan: Free plan stated. 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 |
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. Plan a gap of at least a couple of weeks with no important tests running.
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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, and CRO advisory, led by founder Kurt Philip, helps your team turn them into tests.
Questions about Optimizely alternatives
What are the best Optimizely alternatives?
The best Optimizely alternatives for web testing are Wingify (VWO and AB Tasty), Convert Experiences, 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.
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 and personalization products.
Is there a free alternative to Optimizely?
Yes. GrowthBook and PostHog are open source and state free tiers. Statsig has a free developer tier, and Zoho PageSense states a forever free plan. Free plans have limits, and open source tools need developer time to run tests, so compare the total effort, not just the plan.
How much does Optimizely cost?
This page does not compare prices, because plans change often and many vendors quote by traffic and modules. Ask Optimizely and each alternative for a quote based on your monthly traffic, the products you need and the number of people who will build tests.
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.
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.
How do I switch from Optimizely to another A/B testing tool?
Finish or stop running tests and export their results, list your goals and audiences, install the new tool, rebuild your goals, then run an A/A test to check the setup before your first real test. Remove the old snippet only after the new tool is working.