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Full Stack Experimentation

A Buyer’s Guide to Full Stack Experimentation Platforms

Full Stack Experimentation enables businesses to experiment deep into their technology stack and across the whole range of their marketing channels at the same time.

AWA digital has compiled the table below in order to help our clients and those interested in experimentation to choose the best technology for them. The table is unique, compiled from independent research from multiple data sources and in cooperation with vendors and will be regularly updated as new full stack platforms enter the market and vendors update their technology.

OptimizelyVWOAB TastyAdobe TargetConductricsKameleoonConvertOracle MaxymiserKibo Personalisation
(Powered by Monetate and Certona)
Site Usage – Live Sites
(Source: Builtwith.Com)
Customer Rating
(Source: Trustradius.Com)
Employees Rating
Started offering FS201720182017202020172014
Available PlansFree Rollouts plan
+ 3 subscription tiers
VWO Full StackStarter
Standard, PremiumVarious plans dependant on the average traffic on the client’s websiteMaxymiser is part of the Oracle Marketing CloudCore, Enhanced and SuiteFree POC/Trial
Qubit Start
Qubit Grow
Qubit Pro
Free, Growth, Enterprise
Average annual license fee
(assuming 1m visitors/month) – Full Stack Pricing
Roughly $40KApprox $24KAvailable upon requestAvailable upon requestAvailable upon request€10K to €50K$899-$1100Available upon requestAvailable upon requestPricing upon requestAvailable on request
Installation/Onboarding4-8 weeksAble to run tests from day 1 with customer success service10 days2 days60 days10 days1 day
Training offered
  • Self-guided training Academy
  • Knowledge Base
  • Developer Documentation
  • Dedicated Customer Success Managers
  • Classroom Training
Depending on planWebinars available to customers1 day training on site that covers CRO best practices and use cases and a technical workshop to get started with a first experiment.Free onboarding training
  • Initial onboarding package
  • Bi-monthly client-only webinars
  • Instructor-led
  • Self Help/Developer portal
  • Ongoing optimisation consulting
  • Onboarding services
  • Academy, Knowledge Base, Developer Documentation
  • Dedicated Customer Success Managers and Technical Support
  • Ongoing Training
Free trial
  • 30-day trial for Full Stack
  • Free plan for Rollouts
30-day free trialNoNot offered15 daysPre-sales technical POC, no free trialYes (30/60/90 day options)Free account tier with no credit card required
Customer Support
  • Dedicated Customer Success manager
  • Technical support through a helpdesk
  • Dedicated CSM
  • 24×7 Support
Standard, Premium and Premium+, depending on plan
  • AT Community Forum
  • AT Basics Webinar Series
  • Adobe Customer Care Office Hours
  • Adobe Client Care
Password-protected customer support platform
  • Requests related to the onboarding of the customer
  • Bug Reports
  • Feature requests follow up
Chat and emailExperienced UK customer success team, platform consultants, and comprehensive tech support
  • 24×7 critical support
  • Named Consulting team
  • Dedicated customer success manager
  • Technical support via Slack, Email and Zoom
Professional Services
  • Implementation tailored to the needs of business units and teams
  • Program success definition by Strategy Consultants Technology
  • Enablement and training by Solutions Architects and Technical and Strategy trainers
  • Ideation
  • Implementation
  • Roadmap and Program Management
  • Knowledge transfer
  • Technical & methodological support
  • Strategic advisory
  • Consultants: UX recommendations, web analysis, project management, best practice sharing
  • Technical Account Managers: Setup of advanced tests
Offered through certified partnersOffered through certified partners
  • Platform experts
  • Strategic consultants
  • Delivery engineering
  • Ideation
  • Site Behavioural Analysis
  • Heuristic evaluation
  • Roadmap development & prioritisation
  • Campaign design, development, Q/A, result analysis
  • Customised services
In-House Professional services from product experts that help with Ideation, Strategy, and Processes
Key Features
  • Embed A/B/n tests
  • Multi-armed bandits
  • Feature Flags
  • Variables
  • Feature Tests
  • Feature tests
  • Feature Rollouts
  • Server-side AB testing
  • Uniform interface for both client and side server testing
  • Feature flagging
  • Progressive rollouts
  • Single delivery platform
  • Different hosting options
  • Interpretable AI
  • Audience Discovery
  • Listen-only mode
  • Single platform for client, server-side, App testing, and Feature Flags
  • Back to front bridge for client-side tracking
  • Nginx and Apache SDKs for automatic management of caching constraints
  • Solid AB Testing Platform
  • Node JS SDK
  • Server-side capabilities to programmatically access the decision engine and action tracking functionality
  • 1-to-1 Personalization
  • Product Recommendations
  • Personalized Search
  • Advanced Feature Flagging
  • Blue-Green, Canary release testing
  • Continuous Release support
  • Session management
  • Behavioural & contextual targeting
  • AI-driven personalisation engine
  • Single interface for web, mobile, and TV app A/B Testing
  • Feature Rollouts
  • Canary Release Testing and CI/CD
  • Client-side, Server-side, API, Private-cloud or On-Premise options
Channels/Devices SupportedWeb, Mobile Apps, IoT, OTT, Server applicationsWeb, Mobile Apps, Beacons, Connected devicesWeb, Mobile apps, TV apps, Connected devices, Chatbots, BeaconsWeb, Mobile Apps, Email, Digital ads, IoT, OTT, Smart cars, VR/AR applications, Soft drink machines, Digital assistants, Kiosks, Gaming consoles, POS devicesWeb, Mobile Apps, Email, Contact centre/Customer support, Kiosks, IoTWeb, Mobile Apps, TV Apps, Connected devices.Web Apps and Node Based FrameworksAll channelsOmnichannel, Web, Mobile, Social, Ad, Email, Kiosk, OTT, IoTCross-Channel, Web, Mobile, OTT, Connected Devices, Server-side
Languages/Technologies Supported11 SDKs supporting languages: iOS, Android, React, JavaScript, Node, Python, Ruby, Go, PHP, C# and Java.
Can also be implemented as a microservice.
.NET, Java, NodeJs, PHP, Python, Ruby, JavaScript, React Native apps, Android apps, iOS appsAndroid, iOS, JS/Node.JS, Reactjs, React Native, Python.Node.js, JavaJava, PHP, C#, NodeJS, Ruby, Go, Python, iOS, Android, JavaScript (ReactJS, Vue.js, Angular), Flutter. Front-Web servers: Apache and Nginx. Can also be implemented via API.Javascript / NodeJSAll languages supportedAll languages supportedAll languages supported including Roku
Client-side testing possible?Yes – with the iOS, Android, and Javascript SDKs.YesYesYesA customer can subscribe independently to both solutions but can also use the two in combination.YesYesYesYesYesYes
SDK Installation Required?Yes but Full Stack can also be integrated as a microservice with Optimizely Agent.YesYesYes. It can also be integrated via a Kameleoon API service.YesYes. SDKs for React, iOS and Android offered. Can also be used as a Microservice.NoYes for SDK options. Otherwise, API offerings do not require SDK installation
Third Party IntegrationsJira, Slack, Asana, Amplitude, Segment, Mparticle, Tealium and many moreAdobe Analytics, Adobe Audience Manager (AAM), Experience Cloud ID Service, Adobe CampaignGoogle AnalyticsAll main analytics platforms (Contentsquare, Google Analytics, Adobe Analytics, Segment, Heap, MixPanels..) and Data Management Platforms or CRMs such as Oracle Bluekai, Salesforce Audiences Studio Krux, Tealium.All Node JS Compatible TechnologiesAll Oracle Marketing Cloud products. API connections for others.Google Analytics, SessionCam, Clicktale, Hotjar, Adobe Analytics, Contentsquare etcAA, ATM, AAM, Akamai, Alteryx, Atlassian, AWS, Azure, Certona, Clicktale, Cloudflare, ContentSquare, Decibel, Drupal, Effective Experiments, Fastly, FullStory, GA, GCP, GTM, HotJar, IBM Analytics, Lotame DMP, MetaDimensions, Oracle Commerce, Oracle BlueKai, Reflektion, RichRelevance, Salesforce Commerce Cloud, Salesforce DMP, Section, Segment, SessionCam, Signal, Tableau, Tealium, & TrueFitGoogle Cloud, AA, AAM, ADTM, SAP, Content Square, Salesforce, Magento, Oracle Commerce, Oracle Bluekai, Salesforce Commerce Cloud & DMP etcAdobe, Amplitude, Apsalar, Firebase, Flurry, Google Analytics, Heap, Intercom, Kissmetrics, Localytics, Mixpanel, Mparticle, Segment , Snowflake
Custom Integrations
  • Notification listener platform to get data out of the system
  • REST APIs to retrieve experiment, variation, feature flag and results data for use in 3rd party data analysis and data science platforms
  • Import data into the platform easily via Optimizely’s SDKs
Via the VWO REST APIAA, GA, Webtrekk, Segment, Sessioncam, Crazy Egg, GoSquared, AAM, Tealium etcTarget Recommendations APIsClient-side Javascript snippet installation required for all out-of-the-box integrationsReady-to-go connectors to web analytics, user experience analytics, DMPs, CDPs, CMS and more.Yes (Analytics, CDP, DMP, Release Management, Source Code Management, Ticketing, Social, Email, Personalization, Recommendations, SSO, Others)Import and export experiment, variation, feature flag and results data into and out of Taplytics easily via Taplytics REST API and SDKs
Support for staging environments?YesYesYesYesYesYesYes
Other features and tools
  • Mutual Exclusivity
  • Full audit trail of changes to Experiments and Feature Flags.
  • Collaborator roles
  • Optimizely Program Management
  • Experimentation Program Management Tool included with Full Stack
  • Ability to create personas
  • Ability to set deployment intervals
  • Dedicated AI Personalisation with Predictive scoring
  • Remote updates with Feature Variables
  • Cross-devices reconciliation
  • Product in beta version
  • AdLink
  • Feature Flags
  • Dynamic Testing
  • Automated Personalization
  • Mobile, SPA, & PWA optimization
  • Multi-armed bandit
  • Live Variables
  • AJAX and JSON manipulation
  • Smart Traffic Management
  • Alternate Origin support
  • Platform Migration support
  • RegEx for event triggering
  • Full enterprise user permission capabilities with customizable roles
  • Direct data warehouse connections into Snowflake
  • Audit trail of changes to experiments and feature flags
  • Raw data access
  • Customer journey map and marketing automation journey builder

If your CRO programme is not delivering the highest ROI of all of your marketing spend, then we should talk.