The top 10 of best personalization services compared

Optimizely Review

5.0

Optimizely started off as an A/B testing tool and is seen as the leading experimentation platform.

Unless Review

4.0

Unless is the new kid on the block. It's a personalization engine that allows you to create tailored

Visual Website Optimizer Review

4.0

VWO is an “A/B Testing and Conversion Optimization Platform”. It is a place where - qualitative and

Google Optimize Review

4.0

Optimize is mainly an A/B testing platform. It allows you to run experiments on your website in

Dynamic Yield Review

4.0

Dynamic Yield is described as a “Customer Engagement Platform” focused on the digital experience of

Qubit Review

3.0

Qubit is seen as the “Jack of All Trades” when it comes to e-commerce personalization. It allows its

Adobe Target Review

3.0

It seems to be a current trend for testing tools to notice the increased importance of and demand

Omniconvert Review

2.0

Omniconvert is a conversion optimization tool for your website. They offer some personalization

AB Tasty Review

2.0

AB Tasty is a French “All in One CRO Platform” that offers testing, user insights and

Sentient AI Review

2.0

Sentient Technologies is all about artificial intelligence (AI). Two out of their three solutions is

The ranking

Based on a personalization survey that we sent out to over many peers, we composed the ranking. The resulting comparative list is based on both personal preferences of our respondents, the number of votes, pricing and quantitative answers regarding their results after tailoring their website visitor experience with personalization products.

If you feel that something is in error, feel free to contact us.

Observations

There are quite a few contenders in the enterprise market segment for personalizating and customizing websites. These are typically older software companies with a larger feature set, like Optimizely – often initially focusing on A/B testing. The market for A/B testing is imploding, now that there is more evidence that statistical significance for these kinds of tests is highly unlikely for anyone but the largest customers – who have lots of traffic.

As a result, the SME segment was recently abandoned by those large players, leaving space for newcomers like OmniconvertGoogle Optimize and Unless to roll out their personalization offerings.

The future

With the decline of A/B testing as a profitable niche and the subsequent rise of personalization as a more effective alternative, the large service providers will notice that smaller companies will start eating away their market share.

Smaller companies typically move fast and use technologies that were simply not available before. This means that they can operate at a much lower customer acquisition cost. When their feature set will broaden, they will move up the stack as well – because that is where the money is. Interesting times are ahead!