Amplitude vs. Optimizely
Only Amplitude combines Web and Feature Experimentation, Product and Marketing Analytics, Session Replay, Guides and Surveys, and audience activation in one unified platform.
Why teams pick Amplitude over Optimizely
Your digital products and web experiences can make or break your digital experiences. Don’t settle for disconnected experimentation tools when Amplitude delivers unified analytics and experimentation that helps all teams test, learn, and optimize 3X faster.
Amplitude
Powered by real-time analytics
One-click behavioral targeting
Simplifies tech stacks
Enterprise-ready governance
One platform to fuel AI
Faster QA with Session Replay
Optimize guides in one click
Optimizely
No real-time analytics
No native cohort targeting
Integrations required
Basic permissions, governance
More tools, less value from AI
No qualitative insights for tests
No Guides and Surveys features
Forrester names Amplitude a Leader and a Customer Favorite
Looking to align product and marketing teams on one powerful self-serve analytics platform? Amplitude delivers. See how we earned 5/5 scores across 21 criteria in The Forrester Wave™: Digital Analytics Solutions, Q3 2025.
The power of the platform
Amplitude's comprehensive Digital Analytics Platform improves experimentation with built-in digital analytics, engagement, and Session Replay. By consolidating on Amplitude, you can do more with your data across the entire digital journey and reduce stack complexity.
AI enriches insights across the Amplitude Platform, including building variants and accelerating experimentation velocity with our newest AI Agents beta.
Amplitude offers Web Experimentation and Feature Experimentation natively integrated in one place. Run targeted experiments and dig deeper into results without stitching data sources together.
With Amplitude, teams can stream behavioral insights instantly, enabling them to identify segments, run targeted experiments with one click, and explore insights on the fly. Warehouse-native analytics are too slow for real-time personalization.
With Amplitude, see how users interact with experiments, improve user onboarding, drive adoption, and capture feedback all in one platform.
See what’s possible with native and
Amplitude helps teams avoid underpowered tests, ignored segments, and premature stopping. Get deep audience exploration and targeting, automatic significance and flag update notifications, and data guardrails for sample ratio mismatch (SRM) to ensure trusted results for every test.
Get seamless identity resolution and powerful cohort targeting built in. Ensure every test drives better experiences for your core segments to accelerate personalization.
“Behavioral tracking and A/B testing in one platform have been pivotal for increasing conversions. By using Amplitude’s real-time analytics capabilities, we’ve cut analysis turnaround time from six weeks to under one week, unlocking the agility needed to support our thriving CRO testing program.”
Migrate from Optimizely with ease
Migrating from a loosely integrated platform like Optimizely can seem daunting, but with Amplitude’s content, frameworks, and expertise, it doesn’t have to be.
Work with a trusted partner or Amplitude’s professional services to design and implement your tailor-made migration plan.
Whether it’s through on-demand courses, instructor-led training, or detailed guides, we’ll quickly get your team fluent in Amplitude.
We offer plans to match your business goals. Add new features as you grow or get all the tools you need at once.
Bring the whole org along to scale experimentation
Eliminate experimentation roadblocks with unified analytics, experimentation, feature management, guides and surveys, and session replay to run more tests self-serve.
Personalize Faster
Know your product performance and run high-impact experiments with seamless targeting. Get trusted results with one set of metrics, tracking, and user identity.
Run More Tests–Without Help
Marketers now have one place to understand their web performance, watch how users interact with their site, and run tests with a drag-and-drop visual editor.
Unblock Teams to Test More
Make trusted data accessible to everyone. Empower teams with self-service experimentation to act faster without bogging down data teams to run low-value analysis.
Ship, Test, and Learn Faster
Deliver experiences customers love with feature management powered by real-time insights. Build easily, ship faster, learn what works, and drive more impact.
See how the pros fuel conversion
Get tips from testing experts on how to make the most of conversion rate optimization.
Stop wasting time on tests that don’t make an impact. Get insights from over 20,000 A/B tests.
Learn what it takes to build a testing culture from experimentation expert, Ronny Kohavi.
Get started with Amplitude
Leading companies use digital analytics to deliver best-in-class customer experiences. offers a complete view of the customer journey to help you do just that.
Frequently asked questions
While Optimizely has warehouse-native analytics capabilities, it focuses primarily on experimentation and CMS-centric workflows. Amplitude, on the other hand, is a comprehensive digital analytics platform that offers best-in-class analytics, natively integrated experimentation, in-app engagement, session replay, and audience activation. Behavioral insights enhance all of these capabilities without relying on integrations. By leveraging one unified platform, teams are able to scale experiences, target tests with higher accuracy, and achieve trusted results 3X faster.
Amplitude is a strong Optimizely alternative, especially for product-led experimentation. While Optimizely is marketing-first (CMS, WYSIWYG editing), Amplitude unifies analytics + feature experimentation + web experimentation in one platform, providing trusted experiment results, eliminating data drift, and fewer integration requirements.
Teams choose Amplitude over Optimizely because it delivers trusted results through unified metrics and built-in identity resolution, ensuring experiments are consistent and reliable. The platform also includes advanced statistical methods like sequential testing, CUPED variance reduction, and multi-armed bandits, helping teams get to confident answers faster. By consolidating analytics and experimentation, Amplitude lowers total cost of ownership (TCO), cutting both license fees and the engineering overhead that comes with maintaining multiple tools. Finally, Amplitude supports true cross-team scalability, enabling product, marketing, data, growth, and engineering teams to experiment and innovate together within one seamless platform.
Ending tests too early, ignoring segmentation, and tracking the wrong metrics can lead to false conclusions. Amplitude Feature Experiment and Amplitude Web Experiment include guardrails like significance checks, notifications, and seamless audience targeting, built-in identity resolution, and backed by natively integrated Analytics for deeper insights and trusted results.
Start with a clear hypothesis tied to business KPIs, use Amplitude Analytics to identify opportunities, then configure and monitor tests in Amplitude Feature Experiment and Web Experiment. Amplitude’s integrated platform also includes native Session Replay as well as Guides and Surveys to allow you to quickly act on insights.
Traditional A/B testing can be slow, one-size-fits-all, and lacks the ability to personalize experiences. Amplitude supports concurrent and segment-specific experiments, real-time monitoring, feature management, and deep analysis. Bring experimentation alongside behavioral analytics to analyze and roll out winning changes quickly.
Experiments prove causality; replays provide qualitative insight. Amplitude offers both natively, so you can see what happened, understand why, quantify the impact, and validate the right solution — without leaving the platform.
It would combine predictive analytics, behavioral insights, and controlled rollouts to make every change informed and impactful. With Amplitude, teams get a unified Digital Analytics Platform with native experimentation. Teams across product, marketing, data, engineering, and growth can understand the full journey, validate new approaches with targeted audiences, and ship confidently — connecting the “why” and the “what” in one place.