The top 10 of best personalization services compared

 NameRatingVotersAudienceMonthly priceFree trial 
 Optimizely4.6131Enterprise2500-50000 USDYes, 30 daysFull review
 Unless4.462SME9-99 USDYes, 14 daysFull review
 Google Optimize4.2172SME0.00 USDYesFull review
 Visual Website Optimizer4.1141SME49-599 USDYes, 30 daysFull review
 Dynamic Yield3.982Enterprise2000-30000 USDNoFull review
 Qubit3.234Enterprise8000-80000 USDNoFull review
 Adobe Target2.981Enterprise10000-50000 USDNoFull review
 Omniconvert2.212SME77-909 USDYes, 30 daysFull review
 AB Tasty1.632Enterprise249-399 USDYes, 30 daysFull review
 Sentient AI1.46Enterprise3000-10000 USDYes (Ascend)Full review

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 Omniconvert, Google 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!