Pricing guide

Optimizely pricing

Optimizely doesn't publish prices. Every plan is packaged individually after a sales conversation, and cost depends on traffic (impressions or monthly active users), the products you buy and how complex the setup is. A free feature flagging plan is available for developers.

Plan	Price	Notes
Free feature flagging	$0	Feature flags, experimentation and a REST API for developers. No credit card needed.
Web Experimentation	On request	Visual editor, A/B and multi-page tests in the browser. Usage counted in impressions or monthly active users.
Feature Experimentation	On request	Server-side and feature flag experiments through SDKs. Usage counted in monthly active users.
Opal AI agents	Opal credits	Agent tasks use Opal credits. Optimizely's examples for the variation development agent use 30 to 130 credits per task.

Has a free plan. From Optimizely's pricing page.

How Optimizely prices

Optimizely doesn't list prices. Its plans page says every plan is packaged individually, and its help center says cost depends on your traffic, the products you buy and how complex your implementation is. You need a demo and a quote.

What drives the bill

Optimizely counts usage in one of two ways.

Impressions. On impressions billing, Web Experimentation counts one impression each time a visitor sees an experiment on a page.
Monthly active users (MAUs). Since September 2020 Optimizely has also billed on MAUs. In Web Experimentation, every unique visitor who loads a page with the snippet counts, even if the snippet is empty. In Feature Experimentation, each user ID that triggers a decision or tracking event counts once a month.

Here's an example with made-up inputs. A store gets 200,000 visitors a month, and a typical visitor sees three pages with an experiment running. On impressions billing that's about 600,000 impressions a month. On MAU billing it's 200,000 MAUs, whatever share of traffic you actually test, because the snippet loads for everyone.

Costs on top of the license

Opal credits for AI agent tasks. The variation development agent's example tasks use 30 to 130 credits each.
Developer time. Server-side tests need SDKs in your code, and revenue tracking needs a call on your confirmation page.
Other products. Personalization, Analytics and the CMS are separate products in the suite.

What a small team can expect

A small team can't price Optimizely from the website. The free feature flagging plan is the only thing you can start without talking to sales, and it suits developers testing features, not marketers testing pages. Website testing with the visual editor means a quote, and the MAU rule above means your whole site's traffic can count toward it.

If you want published numbers to compare, Convert's cheapest plan is $299 a month billed annually for 100,000 tested users, Kameleoon's PBX Starter starts from $495 a month, and Outtest starts at $29 a month for three tests.

Optimizely vs Outtest on price

	Outtest	Optimizely
Best for	Founders and small teams who want tests run for them and judged on real revenue, without a CRO specialist.	Large product and marketing teams with developers, an experimentation owner and enough traffic to justify a custom enterprise contract.
Price	From $29/month (3 tests a month). 20% off yearly.	Optimizely doesn't publish prices. Every plan is packaged individually after a sales conversation, and cost depends on traffic (impressions or monthly active users), the products you buy and how complex the setup is. A free feature flagging plan is available for developers.
Free plan or trial	No free plan or trial	Free plan
AI builds the test versions	Yes	Yes
Judges tests on revenue from your payment tool	Yes	Partly
Visual editor	No	Yes
Server-side tests	Partly	Yes
Stats engine	Bayesian, on revenue per visitor	Frequentist (sequential Stats Engine with false discovery rate control). Fixed-horizon and Bayesian methods are in beta.
Payment integrations	Stripe, Shopify, Polar, Whop, Paddle, Lemon Squeezy, Gumroad, Dodo Payments, Creem, RevenueCat, Chargebee	Shopify, BigCommerce, Volusion, Spree Commerce

Questions people ask

How much does Optimizely cost?+

Optimizely doesn't publish prices. Every plan is quoted individually, based on traffic (impressions or monthly active users), the products you buy and your implementation. A free feature flagging plan is available for developers.

Does Optimizely have a free plan?+

Yes, for feature flagging. Optimizely offers free feature flags and experimentation for developers with no credit card. Web Experimentation, with the visual editor, is quote-only.

What statistics does Optimizely use?+

Its Stats Engine uses sequential testing with false discovery rate control, so you can watch results as they come in. Fixed-horizon frequentist and Bayesian methods are listed too, but both are in beta.

Can Optimizely track revenue?+

Yes, once you set it up. You add a tracking call with the order value in cents to your confirmation page and add the revenue metric to the experiment, or use the Optimizely Data Platform app on Shopify. Reports then show revenue per visitor.

Does Optimizely use AI to build tests?+

Yes. Opal's variation development agent builds variations from plain-language prompts in the new visual editor, and Optimizely lists an ideation agent too. Agent tasks use Opal credits.

Outtest vs Optimizely Optimizely review Optimizely alternatives

Sources

Checked on 28 September 2026 from Optimizely's own pages. Prices and features change; check Optimizely's site before you buy.

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