Optimizely started as an A/B testing and experimentation tool in 2010 and has since grown into a full platform for content, feature experiments, and personalization. It enables you to test different versions of pages or features and draw conclusions based on data rather than intuition.

For developers and product owners, this means working with features like feature flags, multivariate tests, analytics, and content management within the same ecosystem. The platform supports running tests "at the edge" to achieve fast responses and avoid visual side effects like page flicker during experiments.

If you already have a technical foundation and want to take the next step, Optimizely offers an attractive option: combine classic web A/B testing with server-side feature rollouts while managing the entire content flow from CMS to frontend. In short: you can test more, deliver faster, and tailor user experiences more effectively than ever.