{
  "company": {
    "name": "Optimizely",
    "website": "https://optimizely.com/",
    "record": "https://startuphistory.org/c/optimizely.com"
  },
  "status": null,
  "history_since": "2010-02-02T13:22:18.000Z",
  "baseline": {
    "snapshot_id": "57451a18d557f7b1091bb602d93753330d2cb01c5321517d9309f242cf82dd6a",
    "observed_at": "2010-02-02T13:22:18.000Z",
    "headline": "Web A/B & Multivariate Testing Made Easy.",
    "description": null,
    "evidence": "https://web.archive.org/web/20100202132218/http://www.optimizely.com:80/",
    "evidence_kind": "internet_archive",
    "facts": null,
    "basis": "first_observation",
    "is_change": false
  },
  "live_captures": 1,
  "last_checked": "2026-11-06T19:51:16.977Z",
  "live_status": null,
  "messaging": [
    {
      "quote_observed_at": "2010-02-02T13:22:18.000Z",
      "variants": [
        {
          "headline": "Web A/B & Multivariate Testing Made Easy.",
          "subhead": null,
          "observed_at": "2010-02-02T13:22:18.000Z",
          "evidence": "https://web.archive.org/web/20100202132218/http://www.optimizely.com:80/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "Web A/B & Multivariate Testing Made Easy.",
      "subhead": null,
      "from": "2010-02-02T13:22:18.000Z",
      "to": "2010-02-02T13:22:18.000Z",
      "captures": 1,
      "evidence": "https://web.archive.org/web/20100202132218/http://www.optimizely.com:80/",
      "evidence_kind": "internet_archive",
      "seen": {
        "on": "2010-02-02T13:22:18.000Z"
      },
      "current": false
    },
    {
      "quote_observed_at": "2011-01-27T11:33:02.000Z",
      "variants": [
        {
          "headline": "Optimizely: A/B Testing you'll actually use",
          "subhead": null,
          "observed_at": "2011-01-27T11:33:02.000Z",
          "evidence": "https://web.archive.org/web/20110127113302/http://www.optimizely.com/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "Optimizely: A/B Testing you'll actually use",
      "subhead": null,
      "from": "2011-01-27T11:33:02.000Z",
      "to": "2011-01-27T11:33:02.000Z",
      "captures": 1,
      "evidence": "https://web.archive.org/web/20110127113302/http://www.optimizely.com/",
      "evidence_kind": "internet_archive",
      "seen": {
        "on": "2011-01-27T11:33:02.000Z"
      },
      "current": false
    },
    {
      "quote_observed_at": "2012-01-01T22:47:09.000Z",
      "variants": [
        {
          "headline": "Houston, we have a problem.",
          "subhead": "Optimize your conversion rate in minutes by running an AB Test, Split Test or Multivariate Testing with Optimizely!",
          "observed_at": "2012-01-01T22:47:09.000Z",
          "evidence": "https://web.archive.org/web/20120101224709/http://www.optimizely.com/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "Houston, we have a problem.",
      "subhead": "Optimize your conversion rate in minutes by running an AB Test, Split Test or Multivariate Testing with Optimizely!",
      "from": "2012-01-01T22:47:09.000Z",
      "to": "2012-01-01T22:47:09.000Z",
      "captures": 1,
      "evidence": "https://web.archive.org/web/20120101224709/http://www.optimizely.com/",
      "evidence_kind": "internet_archive",
      "seen": {
        "on": "2012-01-01T22:47:09.000Z"
      },
      "current": false
    },
    {
      "quote_observed_at": "2015-07-03T01:43:43.000Z",
      "variants": [
        {
          "headline": "Make every experience count",
          "subhead": "Deliver your best customer experiences at every touchpoint on the web and mobile apps.",
          "observed_at": "2015-07-03T01:43:43.000Z",
          "evidence": "https://web.archive.org/web/20150703014343/https://www.optimizely.com/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "Make every experience count",
      "subhead": "Deliver your best customer experiences at every touchpoint on the web and mobile apps.",
      "from": "2015-07-03T01:43:43.000Z",
      "to": "2015-07-03T01:43:43.000Z",
      "captures": 1,
      "evidence": "https://web.archive.org/web/20150703014343/https://www.optimizely.com/",
      "evidence_kind": "internet_archive",
      "seen": {
        "on": "2015-07-03T01:43:43.000Z"
      },
      "current": false
    },
    {
      "quote_observed_at": "2020-01-01T02:05:17.000Z",
      "variants": [
        {
          "headline": "Out-experiment. Outperform.",
          "subhead": null,
          "observed_at": "2019-01-01T08:50:24.000Z",
          "evidence": "https://web.archive.org/web/20190101085024/https://www.optimizely.com/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "Out-experiment. Outperform.",
          "subhead": "Optimizely is the world’s leading experimentation platform, empowering marketing and product teams to test, learn and deploy winning digital experiences, every time.",
          "observed_at": "2020-01-01T02:05:17.000Z",
          "evidence": "https://web.archive.org/web/20200101020517/https://www.optimizely.com/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "Out-experiment. Outperform.",
      "subhead": "Optimizely is the world’s leading experimentation platform, empowering marketing and product teams to test, learn and deploy winning digital experiences, every time.",
      "from": "2019-01-01T08:50:24.000Z",
      "to": "2020-01-01T02:05:17.000Z",
      "captures": 2,
      "evidence": "https://web.archive.org/web/20200101020517/https://www.optimizely.com/",
      "evidence_kind": "internet_archive",
      "seen": {
        "between": {
          "from": "2019-01-01T08:50:24.000Z",
          "to": "2020-01-01T02:05:17.000Z"
        }
      },
      "current": false
    },
    {
      "quote_observed_at": "2026-11-06T19:51:16.977Z",
      "variants": [
        {
          "headline": "You're free to grow You're free to grow You're free to grow You're free to grow You're free to grow",
          "subhead": "Everything marketing and digital teams need to create content fast, test and personalize, and prove business impact.",
          "observed_at": "2026-11-06T19:51:16.977Z",
          "evidence": "https://www.optimizely.com/",
          "evidence_kind": "live_capture"
        }
      ],
      "headline": "You're free to grow You're free to grow You're free to grow You're free to grow You're free to grow",
      "subhead": "Everything marketing and digital teams need to create content fast, test and personalize, and prove business impact.",
      "from": "2026-11-06T19:51:16.977Z",
      "to": "2026-11-06T19:51:16.977Z",
      "captures": 1,
      "evidence": "https://www.optimizely.com/",
      "evidence_kind": "live_capture",
      "seen": {
        "on": "2026-11-06T19:51:16.977Z"
      },
      "current": true
    }
  ],
  "changes": [
    {
      "n": 1,
      "id": "page-57451a18d557f7b1091bb602d93753330d2cb01c5321517d9309f242cf82dd6a:248eb66365302e1764eea72d04bbb70cd1588b434203b5ecc2f393b4b349a40f:hiring:20dd4c09cc4ab0aa",
      "before_evidence": "https://web.archive.org/web/20100202132218/http://www.optimizely.com:80/",
      "before_evidence_kind": "internet_archive",
      "kind": "hiring",
      "label": "Hiring",
      "summary": "Added a careers page.",
      "between": {
        "from": "2010-02-02T13:22:18.000Z",
        "to": "2011-01-27T11:33:02.000Z"
      },
      "evidence": "https://web.archive.org/web/20110127113302/http://www.optimizely.com/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/added-careers-page"
    },
    {
      "n": 2,
      "id": "page-ff64db77e55164fc04dc5a8c4b8b9ef6fd64c1928f77a4b6ed87c76310184833:ad8d7dcce20dfcb1f9f89e2e69621be30cb297104a9db45f9656372d384e0398:pricing:ef162f2c55d8c41b",
      "before_evidence": "https://web.archive.org/web/20120101224709/http://www.optimizely.com/",
      "before_evidence_kind": "internet_archive",
      "kind": "pricing",
      "label": "Pricing",
      "summary": "Added a pricing page.",
      "between": {
        "from": "2012-01-01T22:47:09.000Z",
        "to": "2013-07-01T12:31:07.000Z"
      },
      "evidence": "https://web.archive.org/web/20130701123107/https://www.optimizely.com/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/added-pricing-page"
    },
    {
      "n": 3,
      "id": "page-0f9c02b99a1f203001e86ddb8c004c0ade94c7bb5f88824cc0925e1492649b8f:8bae30aadc72fd3522973a1afdb11e243b8489c9b75297467834fe4c3dda605b:gtm:74f755ba679ab708",
      "before_evidence": "https://web.archive.org/web/20150703014343/https://www.optimizely.com/",
      "before_evidence_kind": "internet_archive",
      "kind": "gtm",
      "label": "Go-to-market",
      "summary": "Added a free sign-up or free trial.",
      "between": {
        "from": "2015-07-03T01:43:43.000Z",
        "to": "2016-07-08T08:51:48.000Z"
      },
      "evidence": "https://web.archive.org/web/20160708085148/https://www.optimizely.com/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/added-free-trial"
    },
    {
      "n": 4,
      "id": "classifier-11ab962aa763ede48984d15e44c019d1589221ed725768129f928688e49009dc:b48056f88c3d77186b705b867a6a795b36dc48e44d27f0035ec005d3550742ef:repositioning",
      "before_evidence": "https://web.archive.org/web/20200101020517/https://www.optimizely.com/",
      "before_evidence_kind": "internet_archive",
      "kind": "repositioning",
      "label": "Messaging",
      "summary": "Changed its homepage headline from “Out-experiment. Outperform.” to “You're free to grow You're free to grow You're free to grow You're free to grow You're free to grow”.",
      "between": {
        "from": "2020-01-01T02:05:17.000Z",
        "to": "2026-11-06T19:51:16.977Z"
      },
      "evidence": "https://www.optimizely.com/",
      "evidence_kind": "live_capture",
      "basis": "classifier",
      "topic": "https://startuphistory.org/t/repositioned"
    }
  ],
  "update": null,
  "method": {
    "version": "messaging-v1",
    "description": "https://startuphistory.org/method"
  },
  "license": "CC-BY-4.0",
  "cite": "StartupHistory, “Optimizely” company record, https://startuphistory.org/c/optimizely.com"
}