The verdict
For a small or mid-sized B2B team that wants more than a basic tester but cannot justify the biggest suites, I'd pick VWO. The closed loop from observation to test is what keeps a programme moving.
If you run testing across several teams, need feature flags and server-side tests, and want one vendor for experiments and content, I'd pick Optimizely.
Traffic matters more than the tool. Both need enough visitors to reach a result, so estimate test length before you sign.
Side by side
| 10 points compared | ||
|---|---|---|
| Starts at | ||
| Free plan | No | |
| API | Yes | Yes |
| MCP server | Yes | Yes |
| Audience targeting for experiments | Yes | Yes |
| Automatic traffic shifting to winners | Yes | Yes |
| Bayesian or sequential statistics | Yes | Yes |
| Feature flags and gradual rollouts | Yes | Yes |
| Server-side experiments | Yes | Yes |
| Website personalisation | Yes | Yes |
| Links |
Plans and pricing
Optimizely
Pricing not in our catalogue yet.
VWO
Pricing not in our catalogue yet.
Who each is for
Choose Optimizely if…
Pick Optimizely if testing is a team's job and the product itself is part of the experiments. Engineers get SDKs for languages such as JavaScript, React and Python, and marketers get web experimentation. Plans are packaged individually, so the set-up can match the size of your programme.
The cost is time and money. Expect a scoping conversation before you see a number, and budget for the people who run it as well as the licence.
Choose VWO if…
Pick VWO if you want behaviour data and experiments together. Heatmaps and recordings show where to look, a visual editor lets marketers launch simple tests and a built-in duration estimator removes some early guesswork. It suits marketing, product and growth teams with enough traffic to test as a routine.
There is no free plan, only a 30-day trial. Tests that change logic or checkout flows usually need a developer, and the vendor now sells under the Wingify name, so check which modules your plan includes.
Other options worth a look
A/B testing, web personalisation and on-site surveys all combined in one ecommerce-focused platform.
A/B testing and experimentation platform with tiered plans, a free trial and an official MCP server.