Camping · Germany
+57%
ARPU
A preview of available pitches directly on the search page raised booking intent.
Read the success story →Varify.io vs. Optimizely:The Direct Comparison
Everything a running CRO program needs — without the enterprise stack, the quote per plan and the products licensed one by one.
15-day trial, no credit card, no setup fees.
Over 2,700 teams rely on Varify.
What sets Varify apart
- ✓Flat price per domain available
- ✓Evaluation in your own analytics possible
- ✓Company and hosting in Germany
- ✓Cookieless — no cookies, no personal data
Varify and Optimizely on G2
Reviews from verified users of both products.
Pricing and billing compared
Optimizely publishes no list prices — every plan is packaged individually, and we are not going to invent a figure. What can be compared is the billing mechanism, and that is what decides your invoice in year three.
Criterion
Optimizely
Varify
Pricing published
No. The pricing page lists products, not amounts — every plan is packaged individually and the figure appears in the quote.
Yes, on the pricing page.
Billing basis
A license per product (Web Experimentation, Feature Experimentation, Personalization, Analytics). Optimizely's own documentation counts traffic in monthly active users; no price per user is published.
One flat price per domain, independent of traffic — no per-visitor fee and no monthly visitor cap.
Feature scope
Split across separately licensed products — server-side testing and feature flags sit in Feature Experimentation, not in Web Experimentation.
One product. Every experiment type and personalization is included.
Cost per team member
No public information.
None. Seats are not part of the price.
Who builds the experiment
A visual editor with an AI variation agent. More complex experiments go through the code editor or developers.
Marketing works in the visual editor, and the AI writes the code for the edge cases.
Privacy, company and hosting
A first-party cookie with a six-month lifetime. EU data hosting is chosen on the order form; the company is US-based (Optimizely North America Inc.).
Cookieless via local storage. German company, hosted in Frankfurt, DPA in German and English.
Every plan, price and billing model in detail
See pricing →As of 18 September 2026. Optimizely information from publicly available sources: the vendor's pricing page, its support and developer documentation and its trust center. Optimizely publishes no list prices, so the individual quote always takes precedence.
How many websites moved from Optimizely to Varify
The analysis shows the movement between Varify and the other vendors: how many websites Varify gained from a vendor, how many went the other way, and what remains net.
176
websites moved from Optimizely to Varify during the period measured by BuiltWith
If you are weighing this up right now: in the demo we work through your actual numbers instead of interpreting market data.
Source: BuiltWith, Customer Gain Totals, retrieved 21 Nov 2025
Feature comparison: Optimizely and Varify
Every feature side by side, including the ones where Optimizely comes out ahead — and on this page that is a whole second product's worth.
✓available
–not available
?no public information
FeatureOptimizelyVarify
Flat price per domain available
Optimizely packages every plan individually and counts traffic, not domains. Varify bills a flat price per domain, whatever the traffic.
Multiple domains in one contract
At Optimizely a project can serve several domains, because the billing counts traffic. At Varify via credits, 1 credit = 1 domain per month.
Pricing published
Optimizely's pricing page lists products without amounts. Varify lists the flat price per domain.
Company and hosting in the EU
Optimizely offers EU data hosting, chosen on the order form, and geofencing so only EU staff handle support requests; the company is US-based. Varify is a German company hosting in Germany.
A/B experiments
Split URL experiments
At Optimizely as a redirect experiment.
Multivariate experiments
Optimizely caps a multivariate test at 64 combinations.
Multipage and funnel experiments
Server-side experiments
Optimizely covers this with Feature Experimentation, a separately licensed product. Varify via API; dedicated SDKs are not available yet, so Optimizely offers more here.
Experiments in native apps via SDK
Optimizely ships mobile SDKs in Feature Experimentation. Varify covers the web; if you need experiments inside native apps, Optimizely is the better fit.
Feature-flag experiments
At Optimizely in Feature Experimentation, licensed separately from Web Experimentation. At Varify via the API for server-side experiments.
Visual editor without developers
Code editor for JavaScript and CSS
AI assistant for variants
Optimizely's AI variation development agent works inside the visual editor. At Varify via Prompt Based Experimentation.
Ready-made widgets (pop-up, USP bar, exit intent)
Optimizely ships experience templates, among them an exit-intent pop-up and a banner. At Varify as Campaign Booster.
Anti-flicker protection
Optimizely loads its snippet synchronously in the head to prevent flicker. Varify snippet: 11.5 KB.
Changes go live without a deploy
AI writes variant code from a prompt
Optimizely's variation development agent builds the change in the visual editor. At Varify as Prompt Based Experimentation, 1 AI credit per variant.
AI audit with prioritized experiment ideas
Optimizely's Idea Builder generates experiment ideas from page context and objectives; no severity or impact ranking is published. AI CRO Audit: up to 10 ideas per page, with severity and an estimated CVR impact.
Control from your own LLM (MCP)
Both ship an MCP server — Optimizely's needs Opal enabled on the account, Varify's is Varify MCP.
AI-assisted result interpretation
Optimizely's program overview agent reports on top experiments and win rate.
Evaluation in your own analytics possible
Optimizely pushes decisions into GA4, Adobe Analytics, Mixpanel, Amplitude and Segment and exports raw events, but the statistics stay in Optimizely. Varify can evaluate entirely in the customer's system.
Automatic import of existing analytics goals
Metrics are defined in Optimizely as its own events; existing GA4 goals are not imported.
BigQuery analysis
Optimizely sends decision events to BigQuery on request, on a tier above the standard one and only in the US.
Bayesian statistics
Optimizely lets you pick Bayesian, fixed-horizon frequentist or its sequential Stats Engine.
Frequentist statistics selectable
Both offer it — Optimizely as fixed horizon or sequential, Varify with one- and two-tailed testing.
Heatmaps and session recordings
Optimizely has none of its own; it tags Hotjar, Clarity, Mouseflow and Contentsquare sessions with the experiment. Varify has none either and does not replace Hotjar or Clarity.
Segmentation by device and source
Device and operating system
Geo and language
UTM and query parameters
Referrer
Cookie, session and local storage
Cookie is a built-in condition at Optimizely; session and local storage go through the custom JavaScript condition.
Login state and custom JavaScript
URL match and patterns
CSS selector as a condition
At Optimizely as conditional activation: “element is present” polls a CSS selector.
JavaScript condition
Exclude internal IPs
Optimizely filters by IP address and user agent; a filtered visitor sends no events at all.
Named contact person
At Optimizely with Premium Support, a paid add-on: a designated support engineer, plus a technical account manager for up to four hours a month.
Guaranteed response time
Optimizely states target response times for named technical contacts; the binding service level is in the contract.
Guided onboarding
Optimizely runs its own onboarding and education teams; the scope follows the contract.
Works without cookies
Optimizely sets a first-party cookie that lives six months from the last visit. Varify stores the assignment in local storage.
No personal data stored
Optimizely states its visitor ID is a timestamp plus a random number and lets you switch on IP anonymization; what goes into custom attributes is your decision.
SSO via Azure or SAML
At Optimizely through Opti ID: SAML 2.0 and OpenID Connect, up to five connections.
Two-factor authentication
At Optimizely directly when you do not use SSO; with SSO your identity provider enforces it.
DPA in German
Optimizely publishes its data processing agreement in English.
Support for penetration tests
Optimizely has third-party penetration tests run and shares the report on request.
Visual editor, targeting, personalization, BigQuery — the full feature set
Explore all features →As of 18 September 2026
Source: Claude Research, September 2026. All competitor information comes from publicly available sources: vendor websites, product documentation, app store listings and review platforms. Last checked on 18 September 2026. Feature sets and plan limits change constantly, and the vendor's own statement always takes precedence. If a row is out of date, email us at info@varify.io and we will correct it.
Switching to Varify in three steps
Add the snippet, launch your first experiment, analyze what you learn. The AI CRO Audit supplies the idea, Prompt Based Experimentation builds the variant — you describe it in one sentence.
0115 minutes
Add the snippet
Via your tag manager or straight into the head. We check the implementation and the anti-flicker setup.
0230 minutes
Launch your first experiment
Varify picks up the goals from your existing analytics setup. Build the variant in the visual editor, or describe it as a prompt.
03runs alongside
Analyse and learn
Analyse in Varify or in your own analytics — with the same goal definitions you use today.
Start free
Experiments still running with your current vendor can keep running until you stop them. We are there for the launch.
AI CRO Audit, Prompt Based Experimentation, Varify MCP
More on the AI features →Cookieless, no personal data, German company hosting in Germany
More on data protection →Results from real experiments
Three examples from customer programmes. Each story shows how the number was reached.
Camping · Germany
Auto glass · Germany
+33.7%
booking rate
A before-and-after of the windscreen repair replaced the list of USPs — and the booking rate rose sharply.
Read the success story →
Software · Germany
+16%
sales
Real user numbers and star ratings in the hero area built trust where a product claim had not.
Read the success story →Frequently asked questions
In two places. The AI CRO Audit analyzes a URL and returns up to 10 prioritized experiment ideas with a severity rating and an estimated CVR impact. Prompt Based Experimentation then builds the variant and its code from a description in plain language. Varify MCP lets you drive both from your own LLM. It is billed in AI credits, and Growth and Pro include 3 per month.
You pay a flat price per domain, regardless of visitor numbers — with your own analytics or with Varify tracking. The price is published openly on the pricing page.
Optimizely publishes no list prices. Every plan is packaged individually, the licence covers one product at a time — Web Experimentation, Feature Experimentation, Personalization — and the binding figure only appears in the quote. Varify's prices are public on our pricing page.
They keep running until you stop them. Varify rebuilds the active variants including targeting, both snippets run in parallel, and the numbers are cross-checked before the old tool is switched off.
Snippet and goals are done in a morning, and the first experiment usually goes live in the same week. Experiments with your current vendor can keep running as long as you like.
No. Varify stores the variant assignment in local storage, without personal data. Whether that needs consent on your site is a decision for you and your data protection officer.
That is out of date. Varify has its own analysis, and you can additionally or instead evaluate in GA4, BigQuery, Matomo, Piwik PRO or PostHog. You decide which number is the one that counts.
Optimizely is a trademark of Optimizely North America Inc. Varify.io has no commercial relationship with Optimizely. All competitor information comes from publicly available sources as of the date stated and may change. The vendor's own offer always takes precedence.