Optimizely
More info
- Creator
- Dan Siroker, Pete Koomen
- Founded
- 2010
- Type
- Experimentation / DXP platform
- Website
- optimizely.com
An A/B testing and experimentation platform that later grew into a broader digital-experience suite.
Founded in San Francisco in 2010 by Dan Siroker and Pete Koomen, both veterans of Google and of Barack Obama's 2008 campaign — where A/B testing the donation page became the whole business idea. The tool let marketers edit pages and measure conversions without routing everything through engineers.
In 2020 the company was acquired by Sweden's Episerver, which kept the Optimizely name. Today's product is therefore a broader DXP (CMS, content and experimentation in one), not just a testing tool. The experimentation mindset overlaps with feature flags in tools like LaunchDarkly.