Optimizely is a web-based application that allows marketers and product managers to build, launch and test different page versions. The software platform allows companies to create and run web experiments to improve conversion rates.

While Optimizely is one of the most well-known players in this space, that doesn’t mean it’s the only tool you should use. There are other alternatives to Optimizely that you can use for your website and marketing campaigns.

Top Optimizely Competitors in 2022



Starts at $199/mo

Simple visual editor

Multi-device support

Efficient support

ROI tracking

Suitable for All


Starts at $24.99/mo

Simple visual editor

Multi-device support

Efficient support

ROI tracking



Starts at $350/year

Simple visual editor

Multi-device support

Efficient support

ROI tracking

Mid-sized Business


Starts at $49.99/mo

Simple visual editor

Multi-device support

Efficient support

ROI tracking

Optimizely is a web-based application that allows marketers and product managers to build, launch and test different page versions. The software platform allows companies to create and run web experiments to improve conversion rates.

While Optimizely is one of the most well-known players in this space, that doesn’t mean it’s the only tool you should use. There are other alternatives to Optimizely that you can use for your website and marketing campaigns. 

FigPii Heatmaps

So if you’re looking for an alternative to Optimizely, read on to find out which ones we think are best based on their pricing, features, and online reviews.

Before that, let’s talk about Optimizely’s features in more detail:

Optimizely Features

Optimizely is a Digital Experience Platform that helps you improve your website through A/B testing. Aside from A/B testing, you get access to features like multivariate testing, funnel analysis, personalization, and real-time data visualization tools.

The best part? The drag-and-drop interface allows you to create unlimited variations of your website by just pointing and clicking on the part of the page you want to change. You only need to add one line of code to your website to start receiving statistics for all of your website versions.

Key Optimizely features include:

  • A/B Testing: By providing statistics for each version, it enables you to compare different versions of your website content.
  • Marketing Planning: It offers a platform for teams to coordinate in a centralized space and share insights to make successful marketing plans. You get features like content calendars, campaigns, content editor, digital asset management, performance analysis, and more.
  • Content Management: Optimizely’s Content Cloud CMS automates your content management while allowing you to design incredible digital experiences freely. It offers features such as role and permission management, custom-built workflows, automatic tagging, personalization, and deployment of high-fidelity rich media.
  • Feature Management – Full stack: Optimizely offers feature flags that let you enable, disable, hide, or roll out a product feature at runtime. You can run various tests on feature flags and measure the impact in real time.
  • Commerce: Optimizely offers B2C and B2B Commerce Suites, which provide tools for seamless checkout and cart experience, managing roles, and permissions for different workflows, capturing real-time behavioral data, order management, catalog management, content & media management, project management, and more.

Now, let’s have a look at Optimizely’s significant competitors.

Top Optimizely Alternatives

VWO Testing is an experimentation platform to help you perform A/B Tests on websites, apps, and digital products.

Looking at the similarities between VWO and Optimizely, both experimentation platforms offer point-and-click visual editors to edit any text, images, shapes, background, color, etc., to create multiple variations.

With Optimizely’s editor, you can add new elements to your page, rearrange elements on the page, edit dynamic elements, add pages, change the redirection of pages, add extensions, and preview all these changes.

Editing a variation in the Visual Editor – Optimizely, Source: Optimizely Support

On the other hand, VWO even lets you edit your page elements, copy and paste element styles, and embed videos from YouTube and Vimeo. It also offers a library of ready-to-use widgets you can test on your website.

Editing a variation in the Visual Editor – VWO, Source: VWO Support

In addition, VWO’s Insights tool identifies user experience bottlenecks so that you can work on them. Using its Funnels, you can discover where and why users drop out.

It also offers heatmaps and recordings to help you analyze user behavior and identify conversion leaks.

With Optimizely, you need third-party integration, such as Fullstory or Crazy Egg, to create heatmaps and screen recordings.

VWO also offers on-page surveys that can be used to get feedback from visitors. However, even Optimizely provides customer satisfaction surveys.

Customer satisfaction survey; Source: Optimizely

With VWO, you can also run server-side A/B Testing, which is an additional advantage over Optimizely.

VWO Testing Key Features:

  • A/B Testing – Perform A/B tests, multi-variate, multi-device, split, and multi-page tests.
  • Visual and Customizable Editor Its visual editor allows novice users to simply point to and customize every page element, including text, video, images, shapes, shadow, background, and dynamic text.
  • Ready-to-use Widgets It offers a library of ready-to-use widgets that can be triggered whenever the visitor wants. You can also personalize these widgets using segments and use them to collect leads.
  • Funnels – Using its funnels, you can figure out the locations where visitors drop off, why the conversion breaks, and fix all the leaks.
  • Session Recording and Heatmaps – Its session recording feature offers excellent insights into your customers’ journey. Using heatmaps functionality, you can record visitor movements such as clicks, scrolls, and passes.


  • It’s easy to set up and use.
  • It allows split testing.
  • You can segment traffic based on types of devices, locations, and campaigns.
  • It offers advanced features against competitive prices.
  • You can collect user feedback from its on-page surveys.


  • For more advanced testing, you have to take help from their customer support.

VWO Pricing:

VWO Testing’s plans vary according to its products. All plans’ pricing can be requested through their website. It offers Growth, Pro, and Enterprise plans for its products, including VWO Testing, VWO Insights, VWO Personalize, and VWO Deploy.

  • The Growth Plan includes A/B testing, Split URL testing, Visual Editor, Funnel, Page and Session Level Recording, Heatmap comparison, traffic allocation, and more.
  • The Pro Plan offers Multivariate Testing, Geo Targeting, Scrollmap, Advanced Session recording, Basic targeting and Segmentation, Cross-Domain Campaigns, and more.
  • The Enterprise Plan offers Customizable Widgets, Advanced Targeting, Self Hosting, Feature management, Segmentation and Targeting, API Access, White-labelled Surveys, and more.

2. FigPii

FigPii provides tools to help you make your website easier to use for your customers. With heatmaps, A/B testing, session recording, and on-site polling features, it lets you see where your users are struggling in using your website. 

Comparing Optimizely and FigPii, both offer A/B Testing to create multiple variations of your site and compare them to your original site. Optimizely is a complete marketing suite, whereas FigPii is more of digital experience analysis and optimization tool.

Unlike FigPii, Optimizely offers content management, marketing planning, and commerce solutions. FigPii lets users see their customers’ behavioral data in real-time.

A major advantage FigPii has over Optimizely is that it allows the creation of heatmaps as part of its solution. On the other hand, Optimizely offers integration with tools like Crazy Egg and ClickTale to record heatmaps.

FigPii heatmap; Source: FigPii

Similarly, for session recording, Optimizely needs to be integrated with other digital experience tools, such as Fullstory. On the other hand, FigPii allows session recording as one of its core capabilities.

Apart from this, both FigPii and Optimizely offer:

  • Audience targeting
  • Campaign segmentation.
  • Reports & analytics.
  • Third-party integrations
  • A visual editor.

FigPii offers web-based, SaaS, and cloud-based deployment. Whereas, Optimizely has more deployment options, including cloud, SaaS, web, desktop, Mac, Android, iPhone, iPad, etc.

In addition, FigPii’s support channels include an Email/help desk, knowledge base, and phone support. Optimizely goes a step ahead and offers community, chat, and 24/7 live rep support.

If you’re looking for the best possible user testing experience, FigPii is your tool!

FigPii Key Features:

  • A/B Testing – FigPii’s AB testing tool lets you run customized experiments on a single page or multiple pages as a group. Target your AB tests toward all types of users, including new visitors, subscribers, or regular visitors. You can also customize your AB tests for different devices such as mobile, laptops, desktops, and tablets.
  • Heatmaps & Session Recordings Evaluate your visitor’s journey through heatmaps and session recordings targeted to different types of visitors and devices. Analyze visitors’ clicks, scrolls, and pass by recording their movement on your web pages.
  • Reporting Get your visitors’ behavioral data in an easily understandable report and share it with your teammates with a simple click. You can also get entire feedback from visitors in a single report and share it with your team.
  • Device-targeted Polls Run users and device-targeted polls and surveys on single or multiple pages and collect feedback from all types of visitors.


  • Their customer support is top-notch.
  • Using polls, you can directly get customer feedback on what they expect.
  • For the features that FigPii provides, its price is quite competitive.
  • Its easily comprehensible structure and clean reports make it easy to use.
  • All paid plans start with a 14-day free trial.


  • Their poll management system still has room for improvement in terms of intuitiveness.

FigPii Pricing:

  • Starter ($49.99/month): This plans records data for a maximum of 10000 visitors per month. You can perform unlimited A/B tests, record unlimited heatmaps and screen recordings, and conduct unlimited polls. However, this plan does not include priority support.
  • Small ($99.99/month): This plan allows recording data for 30000 visitors per month. It includes all the features as stated in its starter plan. Additionally, it offers priority support.
  • Medium ($199.99/month): This plan includes all the features from the Small plan + you can record 60000 visitors per month.
  • Large ($339.99/month): This plan is for businesses with 100000 or more visitors per month. Plus, this plan includes all the features of the Medium plan and an increased number of visitors.

AB Tasty is an experience optimization tool that helps you increase conversions, CTR, and revenue, and drive engagement. It lets you perform client-side experiments and full stack experiments.

In addition, it comes with personalization features like Audience Builder and AI-based Segmentation.

Let’s see how AB Tasty stacks up against Optimizely.

Optimizely Full Stack offers server-side testing, pre-programmed feature flags, A/B Tests, and more. With AB Tasty Full Stack experiments, you can perform server-side experiments, target specific audiences using its Persona feature, create personalized configurations using Feature Flags, and more.

Personalization – AB Tasty; Source: AB Tasty

AB Tasty’s client-side experiments let you create targeting segments and variations, set goals, allocate traffic, and get a full 360 view of your customer journey.

You can also optimize user journeys in terms of engagement and activation, driving conversions, upselling, and post-purchase customer experience.

AB Tasty Key Features:

  • Perform Multipage, A/B, Split, and Multivariate tests on your websites, apps, or particular features.
  • Use pre-designed templates for user segmentation to save time.
  • Use drag-n-drop editor to customize your experiments, as in adding new blocks, defining events, and adding widgets.
  • Set goals and analyze results with different KPI settings.
  • Integrate with analytics tools to get a 360-degree view of your visitors’ experience.


  • Users can create unlimited tests.
  • Multiple templates and widgets are available to help you save time.
  • It comes with a code editor.


  • It doesn’t have heatmaps or session recordings.
  • No free plan or trial is available.

AB Tasty Pricing:

Pricing information is available only on request.

CrazyEgg is another conversion rate optimization and user testing software that comes with tools for A/B testing, heatmaps, recordings, on-site surveys, error tracking, and traffic analysis.

CrazyEgg will give you insights into how users are interacting with your website, where the errors are, and where is all your traffic coming from. On the other hand, Optimizely has tools even for marketing planning, feature management, and digital commerce.

CrazyEgg is more of a visitor analytics tool – while Optimizely provides more features than CrazyEgg, including predictive analysis, audience targeting, campaign management, content management, digital asset management, content editor, and more.

But if you don’t need all those extra bells and whistles, then CrazyEgg would be a better option.

It’s also worth noting that you can integrate CrazyEgg with Optimizely to see heatmap analytics on the Optimizely platform.

CrazyEgg Key Features:

  • Heatmaps – CrazyEgg creates snapshots of your website and provides you with five easy-to-use reports, including the Heatmap report, Scrollmap report, Confetti report, Overlay report, and List report, which give you in-depth insights into visitors’ click and scroll activities.
  • Session Recording Tool It helps you identify your customer’s cursor moves, their scrolling patterns, where they struggle to interact with your elements, and the duration they stay on your web page.
  • A/B Testing – Its A/B Testing setup is easy. Its multivariate engine lets you set up your split tests quickly. You can create tests for your websites, landing pages, product pages, and more.

Source: GetApp

  • Data and Analytics Gather your traffic data in one place and check which referral source is working for your website. Get insights into how users from a specific source are interacting with your website.
  • On-site Surveys It also offers you unlimited, customizable surveys that can be used to gather specific feedback from your webpage visitors.


  • CrazyEgg offers heatmap analysis.
  • It also offers some advanced tracking options such as track by name, custom tracking: CE2 functions, tracking secure pages, and more.
  • It’s easy to set up and use.
  • It also generates Overlay and Confetti reports.
  • It offers a 30-day free trial.


  • Limited integration opportunities.
  • You must keep cleaning space for Snapshot as it quickly reaches the limit.
  • Support is less responsive compared to the other premium digital experience optimization tools.

CrazyEgg Pricing:

  • Basic ($29/month) – It allows tracking 30k pageviews/month, 25 snapshots, 100 recordings/month, unlimited A/B tests and surveys, and recording storage for three months.
  • Standard ($49/month) – This one offers 75k pageviews tracking/month, 50 snapshots, 500 recordings/month, and recording storage for one year.
  • Plus ($99/month) – This one offers 150k pageviews tracking/month, 75 snapshots, 1000 recordings/month, recording storage for one year, and priority support.
  • Pro ($249/month) – This one offers 500k pageviews tracking/month, 100 snapshots, 5000 recordings/month, recording storage for two years, and priority support.
  • Enterprise (Custom) – Everything is unlimited, except recording storage for two years,

SiteSpect offers A/B tests, optimization, and personalization solutions for marketers, product managers, developers, and network operations.

If you compare it with Optimizely, both A/B testing and optimization tools offer A/B & multivariate testing, audience targeting, funnel analysis, landing pages, split testing, visual editors, test scheduling, and more. They also provide SaaS, web, and cloud deployment and are suitable for medium and large businesses.

SiteSpect comes with Dashboards that show you real-time alerts, site traffic analysis, campaign analysis, and ROI reports.

Source: SiteSpect

It also lets you segment your data based on user’s behavior, location, time, and more. Then you have extensive third-party integrations, including Adobe Analytics, Adobe Audience Manager, Akamai, AWS, Azure, Certona, ClickTale, ContentSqare, Drupal, Fullstory, Google Analytics, GCP, Hotjar, Salesforce DMP, Signal, and more.

SiteSpect Key Features:

  • A/B Testing – Use SiteSpect to perform various A/B, Multivariate, Client-side, and Server-side tests. It lets you perform A/B testing, personalization, and optimization of SPAs using technologies such as Angular, React, and more.
  • Intuitive Dashboard It gives you quick insights into your campaign performance to help you analyze conversions, KPIs, user interactions, events, funnels, and more.
  • Detailed Segmentation – Better understand your test’s analytics with SiteSpect’s in-depth segmentation capabilities, reports, alerts, and updates.
  • Visual Editor Its point-and-click visual editor lets you modify the text, images, and buttons and track user behavior.


  • Responsive customer support.
  • Its server-side implementation makes the user experience more seamless.
  • Get real-time alerts for any critical situation and respond immediately to save fallouts.


  • Many users find it complex to use, and there’s not enough documentation.
  • You might need support from your technical team to use all its features.
  • Reports have room for improvement.
  • The admin panel can be tricky for some users.

SiteSpect Pricing:

SiteSpect’s pricing information is not available on its website. You have to contact their team to avail of the plans and pricing details.

6. Dynamic Yield

Dynamic Yield is an optimization platform that offers A/B testing, audience management, email personalization, and triggered messages.

Comparing it with Optimizely, Both tools offer features such as A/B testings, API integration, dashboards, behavioral tracking & targeting, campaign management, analytics, customer segmentation, reporting, third-party integrations, and more.

That said, Dynamic Yield lacks visual analytics, visitor tracking, data import & visualization, heatmaps, funnel analysis, and more.

Optimizely supports web-based, cloud-based, iPhone, and Android platforms, whereas Dynamic Yield web-based deployment. Optimizely provides support via call, chat, knowledge base, and videos. On the other hand, Dynamic Yield offers phone and online support.

Dynamic Yield also allows third-party integrations, such as Google Analytics 360, Mailchimp, HubSpot CRM, and Google Ads. Optimizely offers integrations including Mixpanel, Fullstory, Heap, Google Analytics 360, Marketo Engage, and more.

Dynamic Yield Key Features:

  • Audience Management – Its Audience Management tool helps you create optimized and complex segments and build advanced targeting rules. Export these lists to build off-site campaigns.
  • Analytical Reports – It offers in-depth analytical reports to understand the impact of each of your personalization and discover optimization opportunities.
  • A/B Testing It offers client-side and server-side A/B testing with Automatic traffic allocation, Point-and-click editor, Flexible KPI selection, Flexible attribution, Behavioral overlay & notification optimizations, and more.
  • Extensive Personalization Options Its omnichannel personalization capabilities allow you to transform any static elements such as CTAs, hero banners, etc., into a personalized and optimized user experience.


  • It gives you the freedom to tailor every feature according to your preference.
  • Predictive learning helps you offer product recommendations and grow upselling opportunities.
  • Its AdaptML product recommendation system gives you a competitive advantage through upselling.
  • The platform serves but is not limited to B2B, B2C, eCommerce, media, travel, and finance-related businesses.


  • There’s a learning curve for inexperienced users.
  • The initial setup is a bit difficult.

Dynamic Yield Pricing:

You have to contact their sales team for pricing information.

7. Instapage 

Instapage is a landing page software solution for marketers that provides an easy-to-use editor, seamless integrations, and A/B testing features.

While it’s not solely a user testing and optimization tool like Optimizely, it does offer server-side A/B split testing, heatmaps, conversion analytics, real-time reports, and more.

FigPii Heatmaps

Aside from a visual landing page builder, it provides over 5k fonts, 33M images that you can use in your content offers, and 200+ customizable templates based on your industry. It also lets you build mobile pages and perform A/B tests on all your pages.

Source: Instapage

Instapage also offers customizable forms that collect information about prospects and gives you email and dashboard notifications for each lead. You can also send these leads directly to your CRM from Instapage.

In addition, it offers seamless integration to your third-party ad software, email marketing tools, and marketing automation platforms. Some of those tools include Hubspot, Keap, Autopilot, Mailchimp, Constant Contact, ConvertKit, Salesforce, ActiveCampaign, Zoho, Hotjar, Fullstory, and more.

Optimizely offers similar features as Instapage, excluding page building.

Instapage Key Features:

  • A/B Testing It offers 500+ customizable layouts to build landing pages for any industry. You can test these landing pages through various AB and Multivariate tests.
  • Heatmaps – Using heatmaps, you can track your visitors’ mouse movements, clicks, and scrolls and optimize your pages using this behavioral insight.
  • Marketing Automation – You can achieve your marketing automation goals by integrating Instapage with Hubspot, Marketo, Autopilot, and more.
  • Email Marketing It also integrates with Email Marketing tools such as Mailchimp, Campaign Monitor, Convertkit, Mailgun, Drip, and more.


  • Integrations for marketing, emails, CRM, analytics, advertisements, and call tracking.
  • Since it is a cloud-based solution, it offers high-speed performance.
  • It is easy to set up and use.


  • It is costlier than its other competitors, with almost the same offerings.
  • You cannot transfer pages to another system.
  • Customization has limited options when it comes to fonts.
  • Limited options in terms of the page width.

Instapage Pricing:

  • Building – $199/month

This plan supports unlimited domains, server-side AB testing, real-time visual collaboration, Instablocks, AdMapz, Conversion Analytics, Dynamic Text Replacement, HubSpot Integration, GDPR Compliance, Google Single Sign-On (SSO), Zapier Integration, and more.

  • Converting – Customized

Everything the Building plan supports + AMP Pages & Experiences, Thor Render Engine, SSL Encryption, Salesforce Integration, Editable Global Blocks, Direct Lead-Bypass, Audit Logs, Dedicated Launch Specialist, Custom Feature Implementation, etc.

Over to You!

Optimizely is in an interesting position: it’s one of the few unique players in this space. However, there are many competitors with Optimizely’s website A/B testing features.

In this guide, we outlined the top competitors to Optimizely, both direct and indirect, along with their respective pros and cons. In addition, we help you make a more informed decision on which product is best for your business.