Optimizely is a popular third-party full stack testing tool that enables A/B and other types of testing client-side and server-side.

Pricing for Optimizely can vary depending on your use case and data volume. RudderStack offers transparent, volume-based event pricing. See RudderStack's pricing.

An experimentation platform allows you to try new product-related features and measure their impact on the customers and your overall KPIs, before actually implementing them. It is a critical part of your data infrastructure. An experimentation platform consists of 4 key components – a targeting engine, a telemetry system, a statistics engine and a management console.

Over 3000 companies currently use Optimizely for their experimentation and feature testing needs. Some of the popular ones among these include Uber, Spotify, and Udemy.

In marketing, A/B testing refers to an experiment where multiple variants of a web page or app are shown to the users at random. Then, based on their response or feedback, statistical analysis is used to determine which variant gives better results in relation to a specific KPI or metric. The ultimate goal of A/B testing is to boost conversion rates, increase interactions, and improve customer retention.