Marketing · A/B testing

Optimizely vs. Unbounce?


October 11th, 2015

We’ve primarily been using Optimizely for A/B testing of copy, buttons, graphics on landing pages. Wanted to hear what others think of Unbounce or others and what the major differences are that are obvious until you use it (including ease of use).

Lynette Connors Full-Stack Digital Marketer and Customer Acquisition Specialist

October 11th, 2015

The tool aren't necessarily comparable. 

Optimizely is a great tool if you already have existing pages on your site and want to split test them. 

Unbounce is great because it is an excellent drag-and-drop WYSIWYG landing page builder. 

Which one you choose depends on your skill set and what you're starting with...


October 12th, 2015

And now for a bit of shameless self-promotion. My (very early stage) company offers A/B testing solution that can instrument both the client and the server.  In other words, in contrast with Optimizely, the variance of your experiment is not limited to what can be expressed in HTML/CSS/JavaScript. Please get in touch if you'd like to give it a test drive, provided that your server is Java. (Other ports to follow.)

Tom Maiaroto Full Stack Consultant

October 11th, 2015

We use primarily Optimizely at FunnelEnvy where I work. I don't have as much experience with Unbounce, but from my impression Optimizely is quickly becoming the go to. They are expanding and adding more features all the time. They are now getting into personalization.

If you aren't a huge fan of Optimizely's dashboard for working with your experiments and find yourself copying and pasting a lot of code...And you are generally slowed down by creating your experiments in Optimizely, we have created a command line tool that might help you out.

This tool will allow you to build and preview experiments locally and then push them to Optimizely from your command line. Extremely helpful and it will increase your speed in constructing experiments.

Hugh Macfarlane Originator of "the buyer's journey", author of "The Leaky Funnel" and Founder & CEO of MathMarketing.

October 11th, 2015

To your question about Unbounce vs Optimizely, Elise is right: They are not really comparable. 

We use both. A simple way to split the two is to use Unbounce for your landing pages for paid ads where you have a single-minded conversion in mind and don't want to offer any distractions like site links, menus, social share buttons, blog subscriptions. 

Optimizely, as Elise said is for your main site pages. Clearly you may still have a conversion intent on your site pages, but when visitors come for free (search, referral, social) you can afford to be a little more generous in terms of the click paths you allow. When you pay for the visitor (ads), you can't. 

Also, with visitors from an ad you know a lot more about their intent because they have used a search phrase, and seen your ad then clicked it. so you can afford to offer a very narrow option (usually one) whereas your main site pages may need to appeal to a wider variety of paths and interests, and hence click paths you offer.

Having said that, think about the pages that you would use Optimzely on. It is likely to be your busiest pages where you may have a single-minded conversion intent. We use Optimizely mainly to test the affect of stripping out options (footers, social shares etc) and usually find that less is more, or of the location of forms. With that confidence we then permanently strip out those options / make other changes from our busiest pages for which there is a single-minded conversion goal (subscribe, buy, contact, book a meeting etc.).