Visual Website Optimizer vs Optimizely


Background: Visual Website Optimizer vs Optimizely

Conversion rate optimization (CRO) has become an essential part of online marketing, and the two most popular testing platforms are Visual Website Optimizer (VWO) and Optimizely. VWO is known for its powerful tools, multi-page experiments, and user-friendly visual editor, while Optimizely is recommended for its advanced targeting and personalization capabilities. In this article, we will compare these two testing products by examining their core features, reporting and statistical methods, pricing models, and user interfaces, to help you choose the best testing software for your website.

Overview of Visual Website Optimizer (VWO) and Optimizely

Visual Website Optimizer and Optimizely are two popular testing platforms used by digital marketers and website owners to improve their conversion rates, user experiences, and digital experiences. Both platforms offer similar features, such as multivariate testing, A/B testing, visual editors, user behavior tracking, and reporting features.

Visual Website Optimizer (VWO) is a testing product that offers powerful tools in a single platform. Its user-friendly visual interface allows users to easily create and conduct multi-page experiments and multivariate tests. VWO also offers native integrations with Google Analytics, Google Optimize, Adobe Target, and Adobe Analytics. Along with session recordings, behavioral targeting, and personalization capabilities, VWO is a robust testing software with a wide range of testing functionality.

Optimizely, on the other hand, is a testing platform that is known for its advanced targeting options. Optimizely allows users to test against user segments, user actions, goals per experiment, and conversion rate optimization. It also offers URL targeting and campaign targeting, which makes it an ideal testing tool for larger businesses and enterprise-level campaigns. Along with feature flags, split testing, testing features, and a code editor, Optimizely is a comprehensive testing platform with a range of testing features.

In terms of their strengths, both Visual Website Optimizer and Optimizely are powerful testing platforms with advanced statistical methods and reliable statistical significance. 

However, both platforms also have weaknesses. VWO’s reporting features may not be as comprehensive as Optimizely’s, while Optimizely’s visual editor may not be as user-friendly as VWO’s. Pricing plans and pricing models also differ between the two platforms, with VWO following a per-website model and Optimizely offering custom enterprise-level plans.

Ease of Use

Ease of use is an essential feature of any testing software, as it directly affects user experience. Both Visual Website Optimizer and Optimizely have taken steps to ensure that their testing platforms are user-friendly. In this section, we’ll explore the ease of use of these two popular testing tools and compare their features working with them.

User Interface and Functionality for VWO

VWO (Visual Website Optimizer) offers a simple and intuitive user interface. The platform’s user interface designed for both beginners and experienced optimization professionals alike, making it easy to use for everyone.

The functionality of VWO is ideal for testing and optimizing digital experiences, with features such as A/B testing, website personalization, heat maps, session replays, form analytics, and user behavior analysis. These features allow optimization teams to gain insights into user behavior on their website, including what users are clicking on, where they are spending their time, and how they interact with different elements of a website.

A/B testing is a major functionality of the platform, allowing teams to create multiple variations of a web page and test them against each other to see which one performs the best. This feature includes a statistical significance calculator to ensure that results are reliable and accurate.

Website personalization is another important functionality of VWO, allowing teams to present personalized content to different user segments, based on their behavior and interests. This feature can help improve the user experience and increase conversions.

Heat map features within VWO allow optimization teams to analyze user behavior with visual click, scroll, and attention maps. These maps help teams understand which parts of a web page are getting the most engagement and which areas need improvements.

Although VWO is an excellent tool for beginning optimization teams and those on a budget, it does lack some of the power that Optimizely offers, especially around product management use cases like feature flagging. However, the overall functionality and user interface of VWO make it a great testing and website optimization tool that can help businesses improve their conversion rate and user experience quickly and easily.

User Interface and Functionality for Optimizely

Optimizely is a popular testing tool known for its user-friendly interface and robust functionality. The platform’s WYSIWYG editor makes it easy for non-technical users to create experiments without the need for any coding skills, making it a go-to solution for businesses looking for easy-to-use testing software.

The platform’s dashboard provides users with valuable insights into their experiments, with metrics like statistical significance and conversion rate always just a click away. Optimizely’s Stats Engine provides users with statistical methods that allow for more accurate and reliable testing results, ensuring that tests are statistically significant before implementing any changes.

Optimizely also offers advanced traffic allocation options that help users ensure tests are distributed accurately, ensuring that their tests reach their intended audience. The platform’s drag-and-drop/click-and-pull functionality provides users with an effortless way to update and make changes to their tests, allowing users to iterate on ideas quickly.

In comparison to Google Optimize, Optimizely offers more advanced integrations and personalization capabilities. Google Optimize is primarily focused on integrating with Google Analytics, while Optimizely can sync with other popular analytics software like Adobe Analytics. Additionally, Optimizely’s user segments and behavioral targeting features allow for more advanced personalization capabilities, making it a better choice for businesses looking to get more granular in their testing and experiment types.

Overall, Optimizely’s user-friendly interface, WYSIWYG editor, Stats Engine, traffic allocation options, and drag-and-drop functionality make it an excellent choice for businesses of all sizes looking to improve their conversion rate optimization efforts.

Comparison of Usability: VWO vs Optimizely

There are significant differences in their usability, particularly in the user interface and functionality.

VWO has a user-friendly visual editor that allows users to create experiments effortlessly without any technical skills. The tool offers a drag-and-drop interface that can be used for simple and complex changes on a website. This is particularly useful for marketers and business owners who do not have coding experience, making it easy for them to create experiments, test ideas, and gather insights.

In contrast, Optimizely provides a code editor suitable for developers who require more precision in their experiments. The code editor allows users to modify raw HTML, CSS, and Javascript, making it ideal for making complex changes to a website. However, this can be quite daunting for users who lack technical skills, as any wrong move can break a website or cause errors. This makes Optimizely more suited to technical teams with a coding background.

VWO focuses on user experience and behavioral targeting, which is important when looking to improve the overall user experience on a website. The tool provides features that help identify user behavior and preferences, allowing businesses to create experiences that meet the users’ expectations. On the other hand, Optimizely provides advanced targeting capabilities that allow for more personalized experiences, including personalized content and messaging.

Both VWO and Optimizely offer a preview mode that enables users to test changes before deploying them on the website. This way, users can see what their experiments will look like in real-time before making them live. The two tools also provide statistical methods that ensure the statistical significance of experiments, indicating whether the variation in results is due to chance or actual differences.

In short, while VWO and Optimizely offer testing software with similar functionality, their usability varies significantly. VWO is more user-friendly with its visual editor that requires no technical skills, while Optimizely offers a code editor suitable for developers. Additionally, VWO focuses on user experience and behavioral targeting, while Optimizely provides advanced targeting and personalization capabilities. Regardless of the option you choose, both tools deliver value by helping businesses test, analyze, and optimize their digital experiences to improve conversion rates.

Integration with Other Tools

Integration with other tools is an important consideration when choosing a testing platform. A testing tool that integrates well with your existing stack can save time and effort, and streamline your workflow. In this section, we will compare the integration capabilities of Visual Website Optimizer and Optimizely, and evaluate their native integrations with popular web analytics, tag management, and advertising tools. We’ll also look at their API and webhook functionality, which can provide flexibility for custom integrations.

Integrations with VWO

One of the key features that sets VWO apart from its competitors is its integrations with various platforms.

VWO seamlessly integrates with several popular content management systems (CMS) such as WordPress, Drupal, and Joomla. This means that users can easily set up and run tests on their website without the need for any coding knowledge. Additionally, VWO’s visual editor allows users to make changes to their website’s design with just a few clicks.

Other integrations that VWO supports include BigCommerce, Shopify, and Magento Commerce Cloud. These integrations enable users to track user behavior across multiple e-commerce platforms, making it easier to analyze and optimize their digital experiences.

VWO also integrates with popular analytics tools such as Google Analytics, Mixpanel, Clicky, and Kissmetrics. This means that users can easily view their analytics data in one central location, making it easier to track their testing progress and make data-driven decisions.

These integrations provide users with powerful tools for testing and personalization. By seamlessly integrating with these platforms, VWO enables users to build a testing platform tailored to their unique needs and goals. Users can target specific user segments, set up goals per experiment, and use advanced targeting options such as URL and campaign targeting.

VWO’s integrations with platforms such as WordPress, Drupal, BigCommerce, Mixpanel, Shopify, Google Analytics, Magento Commerce Cloud, Joomla, Clicky, and Kissmetrics enable users to create a powerful testing platform that is tailored to their specific needs. These integrations provide users with the tools they need to succeed in their CRO efforts, including tracking user behavior across different platforms and easily viewing analytics in one place.

Integrations with Optimizely

Integrations with Optimizely are a crucial part of the testing platform’s offering. Several integrations with key tools and software allow users to seamlessly incorporate Optimizely into their existing website optimization strategies.

Users can connect their Google Analytics and Google Ads accounts to Optimizely to leverage their data for testing campaigns. The platform also integrates with WordPress, one of the most popular content management systems (CMS), to facilitate easy testing on WordPress websites.

Optimizely also integrates with Jira, a popular project management tool used by many development teams, making it easier for teams to collaborate and move forward with testing plans. Oracle DMP, a data management platform, is another integration offered by Optimizely. Users can leverage Oracle DMP to build user segments for testing, and identify how different audiences respond to different experiences.

These integrations are crucial for users that rely on these tools to optimize their digital experiences. By integrating with Google Analytics, Optimizely makes it easy for users to perform multivariate tests and delve deeper into user behavior and interactions. The WordPress integration simplifies testing on the CMS platform, and Jira integration streamlines the testing process for development teams.

Oracle DMP integration enables users to personalize and target experiences for different audience groups, driving higher conversion rates.

It is important to note that while Optimizely offers a wide range of integrations, there may be limitations to what can be integrated with certain platforms. Users should be aware of these limitations and take them into account when planning their website optimization strategies. However, overall, the integrations with Optimizely provide users with a powerful testing product that can be integrated with a wide range of platforms, making it a versatile option for those seeking to optimize their digital experiences.

Comparison of Features and Prices between VWO and Optimizely


Both VWO and Optimizely offer similar features, including multivariate testing, split testing, and statistical significance calculations. However, there are some differences when it comes to usability and testing capabilities.

Visual Editor: One standout feature of VWO is its visual editor, which allows you to make changes to your website design and content without touching any code. This makes it extremely user-friendly and accessible to marketers who don’t have a technical background. Meanwhile, Optimizely’s visual editor is more limited in terms of functionality.

User Experience: VWO also offers a better user experience with a more intuitive interface and robust reporting features. Optimizely can be more difficult to navigate, especially for those who are new to website optimization.

Multi-Page Experiments: Another advantage of VWO is its ability to run multi-page experiments, in which users are tracked across multiple pages and experiences. Optimizely’s capabilities in this area are more limited.

Native Integrations: Optimizely has the advantage of strong native integrations with Adobe Target and Google Analytics, while VWO only offers integrations with Google Analytics.

Session Recordings: VWO also stands out with its session recording feature, which allows you to watch recordings of users interacting with your site. This can be a valuable tool for gaining insights into user behavior and identifying areas for improvement.

Experiment Types: Finally, VWO offers a wider range of experiment types, including A/B testing, split URL testing, and multivariate testing. Optimizely, on the other hand, only offers A/B testing and split testing.


VWO and Optimizely both offer a range of pricing plans to suit different needs, from small businesses to large enterprises. However, there are some key differences in their pricing models.

Offers four pricing plans: Starter ($199/month), Growth ($699/month), Pro ($999/month), and Enterprise (custom pricing). Each plan includes a different set of features, with the higher-priced plans offering more advanced capabilities such as multi-page experiments and session recordings. One downside of VWO’s pricing model is that it’s based on the number of visitors to your site, so you can end up paying more as your traffic increases.

Also has four pricing plans: Basic ($49/month), Standard ($199/month), Advanced ($499/month), and Enterprise (custom pricing). Unlike VWO, Optimizely’s pricing is based on the number of tests you run, so it’s better suited to businesses that run multiple tests at the same time. However, Optimizely’s plans don’t include some of the advanced features offered by VWO, such as session recordings and multi-page experiments.


Both Visual Website Optimizer and Optimizely are powerful testing platforms with a range of features to help businesses optimize their digital experiences. While both offer similar capabilities in terms of A/B testing and statistical significance calculations, VWO stands out with its visual editor, user experience, multi-page experiments, and session recordings. However, Optimizely is more cost-effective since its pricing is based on the number of tests you run. Ultimately, the best tool for you will depend on your specific needs and budget.