AB Tasty vs Optimizely
Feature checklists rarely decide anything. What decides it is the pricing metric, who has to write the tests, and which limitation you can live with.
Entry price
Quote on request
Quote onlyQuote on request
Quote onlyWhat drives the bill
The metric that actually scales your invoice.
Quote-based annual contracts priced by traffic volume, now sold as part of the merged Wingify platform.
Enterprise annual contracts, commonly in the tens of thousands and up. Priced by traffic and modules.
Free tier
No free tier; demo on request.
No free tier.
Open source
Self-hostable
No-code authoring
Languages
Platforms
Fits teams
Adoption
Established
Wingify (VWO + AB Tasty) · since 2009
Widely used
Optimizely · since 2010
Strengths
- EU hosting and GDPR posture simplify European procurement.
- Good balance between marketer-friendly editing and server-side flags.
- Strong support reputation in European markets.
- The most capable visual editor for non-technical experiment authoring.
- Deep personalisation and audience-targeting features.
- Established statistics with sequential testing, so peeking is handled correctly.
Limitations
- Less well known outside Europe, with a smaller partner ecosystem.
- Quote-based pricing with no self-serve entry.
- Statistics engine is less differentiated than the warehouse-native platforms.
- Expensive, with a suite-oriented sales motion that pushes adjacent products.
- Client-side testing causes flicker and is increasingly blocked by browsers and blockers.
- Heavyweight for teams that only need a handful of experiments.
Best for
European e-commerce and media companies with GDPR-driven vendor requirements.
Large marketing organisations running continuous experimentation on high-traffic sites.
All of these integrate with: Google Analytics, Segment, Slack.
Pricing last reviewed August 2026 and is indicative only — confirm on each vendor’s own page.