google-optimize-legacy vs optimizely
Google Optimize vs Optimizely — features, pricing, and which to choose for your SEO workflow in 2026.
Quick Verdict
This comparison exists in a unique context: Google Optimize was discontinued in September 2023, but many SEO teams are still deciding what to migrate to. If you're evaluating Optimizely as a replacement for Google Optimize, you're looking at a massive jump from free to enterprise pricing with significantly more complexity.
Google Optimize was Google's free A/B testing tool that integrated smoothly with Google Analytics. Optimizely is an enterprise experimentation platform that costs thousands monthly but offers sophisticated testing capabilities that Google Optimize never approached. The choice isn't just about features — it's about whether you need enterprise-grade testing or if a simpler alternative would work.
Feature Comparison
Google Optimize offered basic A/B testing, multivariate testing, and redirect tests with tight Google Analytics integration. You could test headlines, CTAs, and page layouts with a visual editor that required no coding. The platform handled statistical significance automatically and provided clear winner declarations. However, it was limited to 5 concurrent experiments on the free version and lacked advanced segmentation. Optimizely operates in a different league entirely. It provides full-stack experimentation, server-side testing, feature flagging, and advanced audience targeting. You can run hundreds of concurrent experiments, test across multiple touchpoints, and integrate with virtually any analytics platform. The statistical engine is more sophisticated, offering Bayesian statistics and early stopping rules. Optimizely also includes content management capabilities and personalization features that Google Optimize never offered.
Pricing Comparison
Google Optimize was completely free for basic use, with Google Optimize 360 costing around $150,000 annually for enterprise features. Since discontinuation, neither option is available for new users. Optimizely starts with custom pricing that typically begins around $50,000 annually for basic experimentation features. Enterprise implementations often cost $200,000+ per year. There's no free tier or self-service option — everything requires sales conversations and annual contracts. The pricing reflects enterprise positioning with dedicated support, advanced features, and unlimited testing capacity.
Best For
Google Optimize was ideal for small to medium businesses running basic SEO tests on limited budgets. If you needed to test title tags, meta descriptions, or simple page layouts without spending money, it was perfect. The Google Analytics integration made tracking SEO impact straightforward, and the learning curve was minimal for non-technical users. Optimizely is built for large enterprises running sophisticated testing programs. If you're testing across multiple domains, need server-side experiments, or require advanced statistical controls, Optimizely delivers. It's the right choice when testing is a core business function with dedicated resources and budget. The platform excels when you need to coordinate experiments across product, marketing, and SEO teams.
The Verdict
Since Google Optimize is discontinued, this comparison mainly helps former users understand their migration options. Optimizely is overkill for most SEO teams who used Google Optimize — you're better off considering alternatives like VWO, AB Tasty, or Convert.com that offer middle-ground pricing and features. Choose Optimizely only if you're a large enterprise that needs its advanced capabilities and can justify the significant cost increase over Google Optimize's free tier.