Optimizely vs AB Tasty vs VWO – Best AB Testing Tools comparison

Ready for a secret that led to a 25% surge in “Add to Cart” actions and a 21% increase in clicks on featured products for Electrolux APAC and ANZ? The answer is A/B testing! This powerful method could be the game-changer your business needs. 

But here’s the catch - which A/B testing tool should you choose? We’ve previously curated a list of the top 5 A/B testing tools for you. In this article, we’re going to delve into a detailed comparison of three of the most popular tools on the market: Optimizely, AB Tasty, and VWO. We’ll explore their features, assess their capabilities, and see how they measure up against each other. So, let’s dive in! 

Table of Contents

• Comparison summary
• Experimentation features and capabilities
  • Experimenting
  • Behavioral analytics
  • Targeting and personalization
• Customer data platform
• Statistical engine & reporting 
• User interface
• Pricing
• Support, documentation & training
• Integrations
• Conclusion

Comparison summary

Now let’s dive into the details of each testing tool to see what’s your best choice.

Experimentation features and capabilities 

Experimenting

Optimizely

Optimizely, which just expanded its product portfolio with a top-notch SaaS CMS, offers web experimentation, feature experimentation. You can test and optimize entire customer journeys, landing pages, or specific components like CTAs.  

Optimizely supports marketers in every stage of experimentation. Apart from personalized data gathered from Adaptive Audiences, its Advanced Audience Targeting and Targeted Deliveries allow for real-time segments for zero latency audience targeting and defining segments based on 1st-party behavioral and 3rd-party demographic data.  

Then, its Stats Accelerator and AI capabilities facilitate experimenting experiences by optimizing traffic distribution to significant variations and suggesting copy variations based on CTA messaging and automatically identifying. 

And finally, Optimizely's proprietary Stats Engine helps you reach experiment learnings faster while improving the accuracy of results and outcomes. 

Understanding the strengths of Optimizely's experimentation abilities, Niteco ran a CRO campaign for Electrolux to enhance user engagement and conversion rates. After analyzing data from heatmaps, we hypothesized that displaying the "You may also like" section as a pop-up, suggesting items in the same sub-category, would increase engagement. The result? Impressive, with product clicks increasing by 249%, transactions lifting by 51%, and revenue rising by 50%. 

Elevate your engagement and conversion rates like Electrolux Japan did with our proven CRO service.

Results of the homepage layout revision for Electrolux Japan as part of the CRO campaign.

AB Tasty 

AB Tasty shines with its focus on both A/B/n testing and personalization. The platform offers split, multivariate, and predictive testing, allowing for robust experimentation across various aspects of your digital presence. 

With AB Tasty, you can leverage AI-powered personalization to deliver unique experiences to each visitor. Additionally, AB Tasty's NPS Surveys and Feedback Widgets are valuable tools for gathering direct user feedback, which can inform future experiments and optimizations. 

VWO 

VWO is well-known for its comprehensive conversion rate optimization platform, which includes A/B, A/B/n, multivariate, and split URL testing and other features facilitating testing capabilities such as VWO Insights.  

This VWO’s product allows businesses to use session recordings, heatmaps, and on-page surveys to understand user behavior deeply. This, coupled with VWO Plan, helps teams to prioritize and plan their experimentation roadmap effectively.  

Behavioral analytics 

Optimizely 

Optimizely does help users track user behavior basically based on the test results. It enables businesses to conduct A/B tests, multivariate tests, and more, directly measuring the impact of changes on user behavior and conversion rates.  

AB Tasty 

AB Tasty provides a basic configuration for behavioral analytics. It tracks each user's interaction with your website: page visits, button clicks, user location, personal data, etc. All this information is stored on a lead card together with a history of all conversations they had with your team. 

VWO 

Unlike the two above, VWO has developed its proprietary’s VWO Insights – a user behavior analytics tool that helps you understand user journeys and identify conversion roadblocks. It offers 6 powerful features to help you conduct a comprehensive qualitative analysis of customer behaviors, including session recordings, heatmaps, surveys, forms, funnels, and segments. And this is the only platform that has heatmaps.

Source: VWO 

Targeting and personalization

Optimizely 

Optimizely personalization can deliver targeted messaging, personalized offers, and product recommendations matched to each individual shopper, increasing your relevance and revenue.  

A key feature facilitating this is Optimizely’s Adaptive Audiences. This feature can revolutionize personalization by blending rules-based targeting control with the scalability of automated personalization. It harnesses machine learning to segment users based on real-time behavior, providing a more tailored and responsive user experience. 

Moreover, your game of personalization can be taken to the next level with its built-in customer data platform aka Optimizely Data Platform (ODP). Why is it happening? We will clarify below.  

AB Tasty 

AB Tasty's EmotionsAI is an artificial intelligence tool that boosts online conversion rates by tailoring content to each visitor's personality. EmotionsAI adapts your content in real-time based on the visitor's characteristics.  

And its Audience Manager supports diverse audience targeting and recommends groups for your campaigns if you're unsure where to start.  

VWO 

VWO offers advanced targeting and personalization features. It provides rule-based personalization, allowing businesses to target specific visitor segments and personalize experiences.  

Moreover, VWO Personalize pulls various data attributes to create a data lake for running personalized campaigns. It also allows the creation of rule-based audience segments for personalized journeys. Besides, VWO Engage offers a personalization feature for targeted notifications. 

Download Niteco’s free experimentation eBook for testing strategies, practical applications, and test ideas from thousands of Ecommerce experiments. 

Customer data platform 

Customer Data Platforms (CDPs) are integral to understanding and optimizing customer experiences. They collect, analyze, and activate customer data, enabling businesses to deliver personalized experiences.  

Optimizely 

Optimizely Data Platform (ODP) unifies segments and activates customer data in real time. It collects and enriches customer data from various sources, providing a comprehensive view of customer profiles. This data can be used to create and reuse segments based on behavior, preferences, and attributes, enabling more sophisticated and impactful tests. 

A strong point of this CDP is its diverse list of pre-built connectors, including Optimizely DXP, Shopify, Facebook, Google Ads, Google Tag Manager, and over 45 more.  

What makes this capability so special? If the system you're looking to integrate with lacks a pre-built connector, ODP offers tools to streamline the creation of custom integrations. This is particularly valuable for B2B manufacturers and distributors who need to link multiple data sources, such as ERP, CRM, accounting, and marketing automation platforms. 

AB Tasty 

On the other hand, AB Tasty does not have its own CDP. To have proper data management, it should be integrated with a third-party CDP such as Segment. These integrations allow AB Tasty to receive users' traits collected in Segment and use them to create segments within AB Tasty.  

VWO 

VWO Data360, a platform that collects, aggregates, and enriches customer data in real-time. It ensures data quality and enforces governance across all channels. By centralizing customer data, Data360 builds a holistic profile of customers.  

Statistical engine & reporting 

Optimizely 

Optimizely offers an error-proof Stats Engine with superior results. It provides easy-to-use sequential testing and false discovery rate correction with real-time results that can be monitored safely as an experiment is running. Its Stats Accelerator feature allows for faster results by having the option to speed up getting to learnings, by allowing the system to send more traffic to one variant when more data is needed. 

AB Tasty 

AB Tasty relies on Bayesian stats which are magnets for high chances of making an incorrect decision. It encourages accepting findings with high rates of false positives.  

VWO 

SmartStats is VWO’s advanced, Bayesian-powered statistics engine for A/B testing, designed to provide intelligent results for smarter business decisions and reduce testing time by half. By calculating actual probabilities and clearly communicating uncertainties associated with statistical estimates, SmartStats aims to enhance decision-making.  

However, publicly available comments from VWO customers have raised concerns that the engine calls tests prematurely, leading to potentially incorrect decisions. 

User interface

Optimizely 

Optimizely has always been known for its user-friendly UI that anyone in your team can build and run A/B testing or other experiments without any coding skills. 

Source: Optimizely Support Help Center 

AB Tasty 

AB Tasty has a clean and clear user interface with pre-configured templates that speed up the creation of flags, ab tests, toggles, personalization or rollouts. Therefore, users can enjoy the experimentation process seamlessly. 

Source: AB Tasty Knowledge Base. 

VWO 

VWO is reported to have a not user-friendly user interface. There are several recent G2 reviews cite the need for coding and developer intervention. 

Source: VWO Knowledge Hub. 

Pricing 

Optimizely 

Optimizely does not have free trials, and the quotation will vary based on specific requirements each business needs. However, Optimizely’s pricing model is consumption-based. So, as your online revenue grows you will not be faced with huge bills. 

AB Tasty 

AB Tasty does not have free trials and the premium plans are quotation based. You will need to leave your information and the seller will contact you for specific requirements and come up with the most suitable budget. 

VWO 

VWO has a free plan for businesses wanting to get started with experimentation. The lowest plan starts with $314 and the highest reaches $2,227 monthly, and it is billed annually. The price will vary depending on which testing service you purchase, either web experimentation, mobile app experimentation or server-side experimentation.  

Support, documentation & training

Optimizely 

Optimizely has Phone support and Online support. For training activities, the platform provides experts with documentation, webinars and live sessions. 

AB Tasty 

AB Tasty offers Phone support and Online support. For training, it has documentation, webinars, live online and in person. 

VWO 

VWO only has 24/7 live support. For training, VWO only offers Live online for those looking for training sessions. 

Integrations 

Optimizely

Optimizely has a wide range of integrations that can elevate your digital journey. Google Analytics 4? That’s not a problem with marketers when it comes to Optimizely and experimenting tasks. Not only Google Analytics 4 (GA4), Optimizely has more than 240 integrations including analytics, chat, reviews, CRM, DAM, and Email.  

AB Tasty 

AB Tasty only has 40 integrations facilitating data analytics, segmentation, datalayer and targeting. 

VWO 

VWO has 54 integrations for analytics, ecommerce, marketing and customer data platforms.
 

Conclusion 

Choosing the right A/B testing tool for your business depends on your specific needs and goals. Optimizely, AB Tasty, and VWO each offer unique features and capabilities that can help you optimize your online presence and improve your conversion rates. Consider your business’s specific needs and the features that are most important to you when making your decision.  

As an Optimizely Gold Solution Partner and recipient of the Optimizely Commerce Partner of the Year award for two consecutive years, we have the expertise to help you achieve your goals with Optimizely. So, why wait? Contact us today and let’s start optimizing your online presence.