Optimizely vs VWO : In-Depth Comparison

Optimizely and VWO are two popular A/B testing platforms that offer many features. Here’s a detailed comparison of Optimizely vs VWO to help you decide the best A/B testing platform.


Optimizely vs VWO

Here’s a step by step comparison of Optimizely vs VWO.



Optimizely is a popular A/B testing platform that allows you to create different variations of web pages and experiment them on your site visitors to determine the most converting one. You can use it to reduce bounce rate, improve conversion rate, get more signups and subscribers. It is suitable for medium-large businesses and enterprises.

VWO also supports A/B testing, split testing and multivariate testing. It also supports heatmaps to help you understand how users interact with your website, where they click & scroll to. It is also suitable for medium-large businesses and might be expensive for SMBs and startups.



Optimizely focuses on A/B testing with features such as:

  • A/B Testing
  • Multivariate testing
  • Audience targeting
  • Multipage testing
  • Mobile testing
  • Campaign management
  • Behavioral targeting

Here’s the detailed list of features offered by Optimizely.

VWO focuses more on conversion rate optimization with features such as:

  • A/B Testing
  • Multivariate Testing
  • Split URL Testing
  • Heatmaps
  • Targeting
  • Mobile Website Testing
  • IdeaFactory
  • Visual Editor
  • Geo-targeting
  • Segmentation of reports
  • API access

Here’s the detailed list of features offered VWO.


Setup and Ease of Use

Both VWO and Optimizely have a similar setup. You need to paste a piece of code on your web pages where you want these tools to collect use data. Once installed, you can monitor your marketing campaigns in their online dashboards. You can also install them via Google Tag Manager, or using direct plugins for popular platforms such as WordPress, Magento, Shopify, etc.


Supported Platforms

Both VWO and Optimizely work well on all websites, mobile sites, blogging platforms, ecommerce platforms, content management systems and website builders. There is not much difference between Optimizely vs VWO in this case.



Both VWO and Optimizely’s pricing are not available publicly. You need to request for a quote.



Both VWO and Optimizely support tons of third-party integrations such as Google Analytics, Slack, Hubspot, etc.



There are plenty of alternatives to Optimizely and VWO such as Unbounce, Crazy Egg, Freshmarketer, Zoho Pagesense, etc that offer similar features.


Conclusion – Optimizely vs VWO

VWO and Optimizely are two popular A/B testing tools that provide many useful features. However, they might be expensive for SMBs and startups. So if you are a medium-large business looking for a robust A/B testing platform you can try both VWO and Optimizely. They’re at par with each other. If you are on a budget, then try Google Optimize. It’s free.




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