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Optimizely

Optimizely is a digital experience platform known for web experimentation, feature experimentation and personalisation.

Written by Reflective Data experts · updated Oct 5, 2026

It offers client-side visual testing, server-side SDKs for feature flags and experiments, and content tools.

Large organisations use it to run complex experimentation programs.

related

A/B testClient-side testingFeature flagServer-side testing

// how we can help

We set up, audit and run experimentation programs on any tool. Optimizely services → · Audits

more in experimentation

aa-test.md

A/A test

An A/A test splits users into two groups that get the same experience, to check that…
peeking-problem.md

Peeking problem

Peeking is checking results repeatedly and stopping the moment they look significant, which inflates false positives.
kameleoon.md

Kameleoon

Kameleoon is an experimentation and personalisation platform covering both web and feature experimentation.
guardrail-metric.md

Guardrail metric

A guardrail metric is a measure you monitor during a test to make sure the change…
multiple-comparisons.md

Multiple comparisons problem

The multiple comparisons problem is that testing many metrics or variants raises the chance of at…
fooc.md

Flash of original content (FOOC)

FOOC is when visitors briefly see the original page before a client-side test applies the variant.

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