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Head-to-head · A/B Testing Tools

Optimizely Experimentation vs Apex

Updated Oct 2026
Both researched from official sources
6 checks side by side

Higher score Optimizely Experimentation #1 in A/B Testing Tools 9.3/10 Free plan Free plan✓ 5 of 5 features Visit Optimizely

Apex #25 in A/B Testing Tools 6.8/10 Free plan · 30-day trial Free planFree trial✓ 5 of 5 features Visit Apex

Optimizely Experimentation leads on 0 checks, Apex on 0, and 6 are even. Who comes out ahead on the 6 yes/no, price and count checks where we have data for both products. The editor score weighs everything else too.

Our verdict

Highest scoreOptimizely Experimentation · 9.3/10
Free planboth
Free trialonly Apex

Optimizely Experimentation scores higher on our rubric for a/b testing tools: 9.3 against 6.8 out of 10; our editors rank them #1 and #25.

Optimizely Experimentation is the better fit for mature organizations running complex experiments. Apex is the better fit for teams wanting a broad free starter tool.

Optimizely Experimentation fits best
Mature organizations running complex experiments
Apex fits best
Teams wanting a broad free starter tool

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Side by side

Show only differences

Feature	Optimizely Experimentation 9.3/10 Visit ↗	Apex 6.8/10 Visit ↗
At a glance
Editor score	9.3	6.8
Ranking	#1 in A/B Testing Tools	#25 in A/B Testing Tools
Best for	Mature organizations running complex experiments	Teams wanting a broad free starter tool
Pricing model	Free plan + paid	Free plan + paid
Starting price	—	—
Free plan	✓	✓
Free trial	—	30 days
Deployment	Cloud	Cloud, Mobile
Platforms	Web, iOS, Android	Web, iOS, Android
Support	Tickets, Community, Docs	Email, Community, Docs
Compliance	SOC 2, ISO 27001, GDPR, HIPAA, PCI DSS	GDPR, SSO/SAML, 2FA
Integrations	3 integrations	12 integrations
Built for	Small business, Mid-market, Enterprise	Small business, Mid-market, Enterprise
Features Optimizely Experimentation 5/5 · Apex 5/5
Visual editor	✓	✓
Server-side testing	✓	✓
Mobile SDK	✓	✓
Audience targeting	✓	✓
Feature flags	✓	✓
Specs
Test types	A/B testing, multi-page testing, feature testing, server-side testing, multivariate testing, multi-armed bandit testing	A/B testing, multivariate experiments, server-side testing, mobile-app testing
Supported platforms	Web_and_mobile	Web_and_mobile
Our review
Pros	Supports web, mobile, API, and server-side experimentation Combines visual testing, feature flags, targeting, and personalization Includes multivariate, funnel, redirect, and bandit testing options	Covers A/B, multivariate, server-side, and mobile-app testing Combines visual editing, AI Builder, targeting, flags, and gradual rollouts Offers REST API, SDKs, webhooks, and broad analytics integrations
Cons	Pricing requires contacting sales for an individually packaged plan SDK-based server-side testing may require engineering involvement Its broad feature set may exceed the needs of simple web-test teams	Paid Apex and Enterprise plans use custom pricing Starter is described both as free forever and as a 30-day trial Its broad feature set may exceed the needs of teams seeking simple A/B tests
Our verdict	Optimizely Experimentation is designed for marketing, product, and engineering teams running experiments across websites, mobile applications, APIs, and other connected digital channels. It covers client-side web testing through a… Read the review →	Apex is an experimentation platform from Drip for direct-to-consumer and enterprise brands. It supports browser-based A/B testing, multivariate experiments, server-side testing, and mobile-app testing across web, iOS, Android, and API… Read the review →

Optimizely ExperimentationA/B Testing Tools 9.3Free plan
ApexA/B Testing Tools 6.8Free plan · 30-day trial

Compare the top tools in

Strengths and trade-offs

Optimizely Experimentation — where it wins
- Supports web, mobile, API, and server-side experimentation
- Combines visual testing, feature flags, targeting, and personalization
- Includes multivariate, funnel, redirect, and bandit testing options
Where it doesn't
- Pricing requires contacting sales for an individually packaged plan
- SDK-based server-side testing may require engineering involvement
- Its broad feature set may exceed the needs of simple web-test teams
Apex — where it wins
- Covers A/B, multivariate, server-side, and mobile-app testing
- Combines visual editing, AI Builder, targeting, flags, and gradual rollouts
- Offers REST API, SDKs, webhooks, and broad analytics integrations
Where it doesn't
- Paid Apex and Enterprise plans use custom pricing
- Starter is described both as free forever and as a 30-day trial
- Its broad feature set may exceed the needs of teams seeking simple A/B tests

Optimizely Experimentation9.3/10 · Free plan
A broad experimentation suite for mature teams running complex digital tests.
Visit Optimizely Full verdict →
Apex6.8/10 · Free plan · 30-day trial
A broad experimentation suite with a free Starter plan and custom-priced paid tiers.
Visit Apex Full verdict →

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Reviewed by iTechGuides Editors · Editorial team · Updated Oct 2026

Last updated 10 Oct 2026 · How we research and update