Optimizely vs AB Tasty
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.
Enterprise annual contracts, commonly in the tens of thousands and up. Priced by traffic and modules.
Quote-based annual contracts priced by traffic volume, now sold as part of the merged Wingify platform.
Free tier
No free tier.
No free tier; demo on request.
Open source
Self-hostable
No-code authoring
Languages
Platforms
Fits teams
Adoption
Widely used
Optimizely · since 2010
Established
Wingify (VWO + AB Tasty) · since 2009
Strengths
- 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.
- EU hosting and GDPR posture simplify European procurement.
- Good balance between marketer-friendly editing and server-side flags.
- Strong support reputation in European markets.
Limitations
- 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.
- 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.
Best for
Large marketing organisations running continuous experimentation on high-traffic sites.
European e-commerce and media companies with GDPR-driven vendor requirements.
All of these integrate with: Segment, Google Analytics, Slack.
Pricing last reviewed August 2026 and is indicative only — confirm on each vendor’s own page.