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LaunchDarkly vs. Optimizely vs. Eppo — are you considering one of these platforms as your go-to experimentation and feature management tool? 

We’re here to give you a quick overview of each to help you make an informed decision. 

We’ll compare LaunchDarkly, Optimizely, and Eppo, highlight some of their strengths and weaknesses, and give you a final verdict. 

Launchdarkly vs. Optimizely vs. Eppo: Head-to-head



LaunchDarkly is a popular feature management and experimentation platform designed to help software development teams control the release of new features.

It's like a control panel for your software, allowing you to turn features on or off for specific groups of users without needing to redeploy code. This helps mitigate risk and allows for targeted testing and rollouts.

LaunchDarkly has several important features:

  • Real-time updates: LaunchDarkly's custom streaming architecture ensures that any changes made to feature flags are propagated instantaneously across all environments and platforms, providing immediate control and responsiveness.

  • Advanced targeting: The platform offers a highly granular targeting engine, enabling companies to tailor feature visibility based on various factors such as user attributes, behavior, demographics, location, or custom-defined rules. 

  • Robust experimentation: LaunchDarkly facilitates basic experimentation through A/B testing and multivariate testing capabilities. Businesses can easily set up Bayesian-based experiments and measure the impact of different feature variations. 

  • Enterprise-grade security: LaunchDarkly adheres to stringent industry standards. It provides features like audit logs, role-based access control, and compliance with regulations like SOC II, GDPR, CCPA, and HIPAA.


LaunchDarkly offers three main pricing plans:

  • Starter: $10 per seat per month (billed monthly) or $8.33 per seat per month (billed annually). However, this plan only offers basic capabilities, not including experimentation features.

  • Pro: $20 per seat per month (billed monthly) or $16.67 per seat per month (billed annually), with a minimum of five seats. 

  • Enterprise: Custom pricing based on specific needs. 

Who is it good for?

LaunchDarkly is a good fit for development teams who prioritize speed and control in their feature releases. 

Its real-time updates and advanced targeting capabilities can be useful for managing complex software rollouts. It's also a good choice for organizations with strict security requirements.

However, LaunchDarkly does have some limitations. The platform is quite complex to set up and use, especially for those new to feature management. 

Additionally, its pricing structure is rather expensive, especially when you factor in the cost of add-ons. Some users have also reported difficulties with integrating LaunchDarkly with their existing systems and workflows.

While LaunchDarkly is a powerful tool, it's important to weigh these limitations against your specific needs and budget before making a decision. If ease of use and affordability are top priorities, you’ll want to consider other alternatives.



Optimizely is a Digital Experience Platform (DXP) that lets marketing and product teams optimize and personalize their digital experiences across websites, mobile apps, and other channels. 

Optimizely was originally just an experimentation tool, but after being acquired by a European CMS company called Episerver, they started to get more marketing-oriented tools added to their platform. 

Optimizely's key features and capabilities include:

  • Experimentation: The original core product, Optimizely allows businesses to conduct A/B tests, multivariate tests, and feature experiments on websites and mobile apps. 

    The goal?
    To gather reliable results and make informed decisions that boost conversions, engagement, and other key business metrics.

  • Personalization: Optimizely offers out-of-the-box personalization solutions for teams unable to build their own models.

    This allows companies to deliver targeted content,
    product recommendations, and experiences to individual users based on their behavior, demographics, and preferences, creating a more relevant and engaging experience.

  • Content Management System (CMS): Rebranded from Episerver, Optimizely's CMS lets teams create, manage, and deliver website content and digital experiences. 

    They do this with authoring and layout tools,
    APIs (including headless options), content approval workflows, and numerous delivery options. Best paired with the experimentation tool for maximum effectiveness.

  • Data platform: With Optimizely companies can centralize customer data to align their brand strategy with the customer experience. Note that this data may be detached from existing business sources like a data warehouse, which can lead to unreliable results.


Optimizely's pricing structure is not publicly available and typically requires contacting their sales team for a custom quote. 

However, it is known that Optimizely operates primarily in the enterprise pricing tier, which means that it can be a significant investment — particularly for smaller businesses or those with limited experimentation budgets.

Many companies may be turned off by Optimizely's requirement to purchase different products to run experiments on websites, mobile apps, and server-side applications, which could further increase costs.

Who is it good for?

Optimizely is well-suited for large enterprises with complex digital ecosystems and the budget to invest in a comprehensive DXP.

Its wide range of features and capabilities can be valuable for teams looking to optimize their entire digital experience, from content creation and experimentation to personalization and analytics.

However, Optimizely does have some shortcomings. The platform's complexity and enterprise-level pricing can be a barrier for smaller businesses or those with limited resources. 

Another crucial disadvantage is the limited number of integrations with external business tools and tools that hold deeper insights (like your data warehouse), which can make it difficult to analyze the full impact of experiments on key business metrics.



Eppo is a powerful experimentation platform loved by data teams, but designed with any business user in mind. It's specifically built to help businesses become experiment-driven instead of just data-driven, with a full suite of analysis and feature management capabilities.

Eppo stands out because it's warehouse native, meaning it integrates directly with your data warehouse (like BigQuery or Snowflake). 

This allows businesses to analyze experiment results using their company's most accurate and up-to-date data, eliminating the need for complex data pipelines or third-party integrations.

Eppo offers several key features that differentiate it from other experimentation platforms:

  • Comprehensive experimentation suite: Eppo provides a full range of experimentation tools, from simple A/B tests to more advanced techniques like multi-armed bandit algorithms. This allows companies to test different hypotheses and optimize their product based on real user behavior.

  • Warehouse-native architecture: Eppo's direct integration with data warehouses ensures that businesses are always working with the most accurate and reliable data, leading to more confident decision-making.

  • A commitment to statistical rigor: Eppo uses advanced statistical methods, including their exclusive CUPED++, to accelerate experimentation and provide trustworthy results. This means companies can run more experiments in less time, without sacrificing statistical validity.

  • Advanced feature flagging: Eppo's feature flagging capabilities allow teams to safely test and roll out new features to specific user segments, minimizing risk and maximizing impact.

  • User-friendly interface: Eppo's clean and intuitive interface makes it easy for both technical and non-technical users to design, launch, and analyze experiments.


Eppo's pricing requires contacting their sales team for a custom quote. 

Who is it good for?

Eppo is an excellent choice for a wide range of teams and organizations:

  • Data teams: Eppo's warehouse-native architecture and focus on statistical rigor make it a natural fit for data scientists and analysts who want to run reliable experiments and make data-driven decisions.

  • Product teams: Eppo's experimentation and feature flagging capabilities empower product managers and developers to test new ideas, validate hypotheses, and roll out features with confidence.

  • Businesses of all sizes: While Eppo's enterprise-ready features make it suitable for large organizations, its user-friendly interface and cost-effectiveness also make it accessible to smaller businesses looking to get started with experimentation.

Overall, Eppo is a robust and versatile platform that can help businesses of all sizes achieve their growth and optimization goals. Its unique combination of features, dedication to statistical rigor, and user-friendly design make it a top contender in the experimentation platform market.

Which should you choose?

Choosing the right experimentation platform depends on your specific needs and priorities. Let's take a closer look at some key points of comparison to help you make an informed decision:

Focus and strengths

  • LaunchDarkly: Primarily focuses on feature management for engineers, with strong real-time updates and advanced targeting capabilities. Best suited for teams who prioritize granular control over feature releases and have strict security requirements.

  • Optimizely: Offers a broad suite of tools for digital experience optimization, including A/B testing, personalization, and content management. Ideal for large enterprises seeking a comprehensive platform for managing their entire digital experience.

  • Eppo: Specializes in experimentation and data-driven decision-making. Its warehouse-native architecture, comprehensive experimentation suite, and focus on statistical rigor make it the best choice for teams who want to test and iterate quickly with confidence in their data.

Cost and value

  • LaunchDarkly: Offers tiered pricing with add-ons, which can become expensive, especially for smaller businesses or those requiring additional features like experimentation or data export.

  • Optimizely: Typically operates on an enterprise pricing model, making it less accessible for smaller businesses with limited budgets.

  • Eppo: While pricing isn't publicly available, it's considered a cost-effective option that delivers significant value through its focus on experimentation, data-driven insights, and user-friendly interface.

Ease of use and integrations

  • LaunchDarkly: Can be complex to set up and use, particularly for those new to feature management. Some users have also reported difficulties with integrating it with existing systems.

  • Optimizely: Known for its comprehensive suite of tools, which can be overwhelming for some users. Limited integrations with external business tools can also be a drawback.

  • Eppo: Offers a clean, intuitive interface that makes it easy to design, launch, and analyze experiments. Its warehouse-native architecture also makes integration much easier.

The verdict

While LaunchDarkly and Optimizely offer valuable features, Eppo emerges as the clear winner for most businesses due to its:

  • Focus on experimentation: Eppo is purpose-built for experimentation, offering a comprehensive suite of tools and a data-driven approach that helps you make better decisions faster.

  • Warehouse-native architecture: This unique feature ensures that your experiments are based on the most accurate and up-to-date data, leading to more reliable results.

  • Cost-effectiveness: Eppo's pricing model is designed to be accessible to businesses of all sizes, making it a great value for the features and capabilities it offers.

  • Ease of use and integration: Eppo's user-friendly interface and streamlined integration process make it a delight to use and easy to incorporate into your existing workflows.

Next steps

Having explored the strengths and weaknesses of LaunchDarkly, Optimizely, and Eppo, you're now equipped to make a decision that aligns with your business goals.

If your primary focus is driving revenue growth and enhancing customer retention through rigorous and data-first experimentation, Eppo stands out as a compelling option.

Eppo's unique approach to experimentation sets it apart, providing a complete toolkit designed to deliver tangible business impact:

  • Intuitive experiment design: Eppo simplifies the creation of sophisticated experiments, combining powerful feature flags with user-friendly tools to tackle complex scenarios like multi-environment releases and layered experiments.

  • Confident launches: Eppo's robust diagnostics and real-time monitoring features enable you to launch experiments with confidence, ensuring smooth execution and immediate issue detection.

  • Actionable experiment analysis: Eppo's advanced statistical engine transforms raw data into meaningful insights, allowing you to easily interpret results and uncover hidden patterns that can drive further optimization efforts.

Book a demo and Explore Eppo.

LaunchDarkly vs. Optimizely vs. Eppo: Which feature flag and experimentation platform is right for your team? Compare features, pricing, and pros/cons.

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