Migrate from Optimizely. Step by step.
ABTestly pricing and runtime verified 6 August 2026. Optimizely does not publish pricing; the figures below are third party estimates, marked as such, and were checked on 7 July 2026. Check optimizely.com for current details.
Yes, this is written by the ABTestly team, so read it knowing who wrote it. We are not going to pretend an Optimizely to ABTestly move is an import. Optimizely is a broad enterprise platform and ABTestly is code first, client side A/B testing, so your web experiments get rebuilt rather than migrated, and the parts of Optimizely that are not web A/B tests do not move at all. What we can promise is an honest map of what carries over, a pilot you can run for free, and a tracking validation step that lets data decide before you cancel anything.
What carries over, and what does not
There is no Optimizely export that ABTestly ingests, and we will not claim one. The honest picture is that your thinking carries over cleanly and your artifacts get rebuilt. Here is each piece.
| What you have in Optimizely | Moving to ABTestly |
|---|---|
| Experiment concepts and hypotheses | Rebuilt as JSON experiment configs. The hypothesis, variants, and split all carry; you recreate the definition once |
| Variants built in the Optimizely visual editor | Do not transfer. They are re expressed as real JS and CSS in the Monaco editor. This is the main cost of the move |
| Custom JavaScript you already wrote in Optimizely | Ports fairly directly. It is code already, so most of it drops into an ABTestly variation with small edits |
| Full stack and server side experiments, feature flags | No equivalent. ABTestly is client side A/B testing, so keep Optimizely or a dedicated feature flag tool for these |
| Goals and metrics | Recreated as ABTestly goals. Two system goals attach to every new experiment automatically, and you add your custom ones |
| Targeting and audiences | Re expressed as URL and audience rules. URL targeting can be set case insensitive per rule |
| Historical results and Stats Engine reports | Stay in Optimizely. Export them for your records before you cancel. They do not import, and neither tool can re run the other's past traffic |
| Integrations and program management | Rewired, not migrated. ABTestly writes an exposure event to your data layer for GA4 or GTM to forward; anything else is set up fresh |
The migration, step by step
1. Inventory what you actually use (30 min). List your active Optimizely experiments, goals, and targeting rules. Sort them into client side web A/B tests, which are what move here, and everything else: full stack experiments, feature flags, and server side rollouts, which do not. Note which web variants were built in the visual editor and which already use custom code, because that split predicts your effort more than the test count does.
2. Create your ABTestly site and install the snippet (15 min). Sign up free, add your site, and paste the snippet into your <head>. Config is served and beacons are received at Cloudflare's edge, and the variant buckets and applies in the visitor's browser. The loader is a few lines and pulls the full runtime, about 27 KB gzipped, measured on our own snippet. Anti flicker hiding is available but off by default, so turn it on only if you need it. The install guide has the exact snippet your site generates.
1<!-- ABTestly · paste first in <head> --> 2<script>(function (w, d) { 3 var s = d.createElement('script'); 4 s.src = 'https://cdn.abtestly.com/s/YOUR_KEY.js'; 5 s.async = false; 6 (d.head || d.documentElement).appendChild(s); 7})(window, document);</script>
3. Rebuild one experiment as a pilot (30 to 60 min). Pick your simplest live web concept. You set the variants, split, targeting, and goals in the dashboard, then author each variation in Monaco. This is where an Optimizely visual edit becomes real code. A headline swap that was a click and type in the editor is a line of JavaScript here, which is more explicit and version controllable but is not free to redo. The config below is illustrative; the exact flow is in the build docs.
// The dashboard builds this. Each variation is code you write. { "key": "hero003", "variants": [ { "name": "control", "weight": 5000 }, // basis points, 5000 = 50% { "name": "shorter-headline", "weight": 5000 } ], "goals": [ { "key": "signup_click", "isPrimary": true } ] }
// the change you made in Optimizely's editor, written as code const h = document.querySelector('.hero h1'); if (h) h.textContent = 'Ship experiments in code';
Attach your goals, set targeting, and use the preview links to QA each variant on your live site before you launch. The snippets above are illustrative; the docs cover the exact config shape and the goal library.
4. Validate your tracking before you move traffic (passive). This is the step that de risks the switch, and it is not a race between two live tests. Run the same change in both tools at once and some visitors land in both, some in neither, and two scripts fight over the same elements, so the conversion numbers stop meaning anything. Prove the instrumentation first, without letting two tools touch the same visitor. Install ABTestly as a tracking only experiment that changes nothing on the page, or carve out a mutually exclusive slice of traffic, and confirm the plumbing:
- Eligibility. The visitors you expect to qualify actually qualify, under the same URL and audience rules.
- Consent. Exposure fires only after consent, the way your CMP is wired.
- Exposure. ABTestly records an exposure when you expect one, deduped per visitor, with no sample ratio mismatch warning. The SRM guard runs on every plan, including Free.
- Goals. Each goal fires on the same action you defined in Optimizely.
Once the tracking checks out, launch one real low risk test in ABTestly. When you do compare methods, read the same kind against the same kind: Optimizely's Stats Engine is sequential, so set ABTestly to its sequential engine (Pro and up) rather than reading two different methods against each other. Do not expect the conversion rates to line up to the decimal, since identity, attribution, consent, and goal definitions differ. If something looks off, send us both setups and we will find out why before you have committed to anything.
5. Move the rest and cancel (1 to 2 hours plus rebuild time). Rebuild your remaining web experiments, export your Optimizely history for your records, then wind the contract down. Mind the timing: Optimizely is a contract based enterprise subscription, so cancellation follows the term rather than stopping mid cycle. Start this validation a few weeks before renewal so the overlap costs you nothing extra, and keep Optimizely for any feature flag or full stack work that ABTestly does not cover.
Honest effort estimate
| Setup | Expected effort |
|---|---|
| 1 to 3 simple web tests, mostly custom code already | Half a day plus the validation week |
| 5 to 10 web tests with custom goals and audiences | 1 to 2 days plus the validation week |
| Heavy visual editor use, or reliance on full stack, feature flags, or personalization | 2 to 4 days or more for the web tests, and the full stack surface does not move at all. Decide honestly whether code first, client side testing covers your program before you start (the vs page covers this) |
What you get back is a price you can read. ABTestly Pro is $249 / mo, or $199 / mo billed annually, for 100,000 tracked users, with no automatic overage and a 30 day money back guarantee on your first paid month. Optimizely is quote only, so there is no list price to compare against; third party estimates (not Optimizely's official figures) put Web Experimentation in the tens of thousands of dollars a year, commonly cited around $25k to $40k, and $200k plus at enterprise scale. The honest trade is fewer enterprise features for published, flat pricing and transparent statistics: three statistics engines (Frequentist on every plan; Sequential and Bayesian on Pro), applied to conversion and revenue, with a sample ratio mismatch guard on every plan. Published tiers, all on one page: Free $0 (3,000 MTU), Starter $99 / mo (25,000 MTU), Pro $249 / mo (100,000 MTU), Business $549 / mo (500,000 MTU), and Enterprise from $1,199, with annual billing 20% off. Full pricing on the pricing page. Not sure yet whether to switch at all? Start with the Optimizely alternative page, or read the full Optimizely vs ABTestly comparison.
Optimizely publishes no list price for Web Experimentation. The dollar ranges above are third party market estimates, not official figures; if Optimizely publishes a price after this page is verified, check it against optimizely.com/pricing. ABTestly prices are billed via Paddle as merchant of record; applicable tax is handled at checkout.
Where Optimizely genuinely wins
Honesty matters more to us than the sale, so here is where staying on Optimizely, or keeping it alongside ABTestly, is the right call.
- Enterprise experimentation scale. Full stack, server side, feature flags, multi arm, and program management tooling built for teams running hundreds of experiments across products. ABTestly is client side A/B testing.
- A peer reviewed Stats Engine. Optimizely publishes its sequential testing methodology, in production for years. If that specific engine matters to you, they own it.
- Feature flags and rollouts. A first class product surface, not just an experiment side effect. ABTestly has no feature flags and no server side SDK.
- A visual editor for non technical people. A page owner can build and QA a variant without a developer. ABTestly has no visual editor, so if marketers build your variants, that is a real reason to stay.
- Enterprise vendor and compliance. Established brand, procurement paperwork ready, dedicated CSMs, SLAs, and formal certifications such as SOC 2 Type 2 and ISO 27001. ABTestly writes an exposure event to your data layer for GA4 or GTM to forward, and does not yet publish those certifications.
If none of those are blockers, published pricing, transparent statistics, and a permanent free tier are worth the rebuild.
We will do it with you
Migration help is free and human. This is a white glove offer, not a form. Send us a screenshot of your Optimizely experiment list at [email protected] and we will map every web experiment, goal, and targeting rule to its ABTestly equivalent, flag the variants that need rewriting from the visual editor, tell you plainly which parts (feature flags, full stack) do not move, and give you a realistic effort estimate before you commit to anything.
Start the free pilot: app.abtestly.com/sign-up. Free plan, no card, permanent. One experiment and 3,000 tracked users is exactly enough for the step 3 pilot and the validation step.
Common questions
What actually moves from Optimizely to ABTestly?
Your live client side web A/B tests get rebuilt: variants, goals, and targeting. Custom JavaScript you already wrote ports fairly directly, and visual editor changes are re authored as code. Full stack experiments, server side rollouts, and feature flags do not move at all; keep Optimizely or a dedicated tool for those.
Is there an automatic Optimizely importer?
No, and we will not claim one. Nothing auto imports from Optimizely. Send your experiment list to [email protected] and we map each web experiment, goal, and targeting rule to its ABTestly equivalent, and tell you plainly what does not move.
How do I confirm ABTestly is tracking correctly before I switch?
Validate tracking before you move traffic. Install ABTestly as a tracking only experiment that changes nothing on the page, or use mutually exclusive audiences so no visitor is ever in both tools, and confirm eligibility, consent, exposure, and goals. Then launch one real low risk test. If you compare statistics, read the same method against the same method, since Optimizely's Stats Engine is sequential. Do not run the same live test in both tools at once.
How does pricing compare?
Pro is $249 / mo, or $199 / mo billed annually, for 100,000 monthly tracked users, published on the pricing page. Optimizely is quote only, so compare your own Optimizely quote and the scope you need against ABTestly's published plan.
Sources checked
Checked on 7 August 2026. Both products document their statistics and sample ratio monitoring; the links below are the primary sources, not our summary of them.
- ABTestly pricing: abtestly.com/pricing
- Install snippet and size: docs.abtestly.com/install/snippet
- Statistics engines: docs.abtestly.com/results/engines
- Sample ratio guard: docs.abtestly.com/results/srm
- GA4 data layer: docs.abtestly.com/integrations/ga4-datalayer
- Refund terms: docs.abtestly.com/billing/refunds
- Optimizely statistical methods: support.optimizely.com, statistical analysis methods
- Optimizely automatic SRM detection: support.optimizely.com, automatic SRM detection
ABTestly pricing and runtime verified 6 August 2026. Optimizely does not publish pricing; third party estimates cited and checked on 7 July 2026. ABTestly is not affiliated with Optimizely.