While both of these are popular A/B testing platforms, Google Optimize 360 is more user-friendly and is better suited for small and medium-sized companies (SMEs) that are just getting started with their testing journey.
Optimizely, however, offers more robust features and capabilities that are ideal for organizations having advanced testing goals.
Also, Google Optimize 360 shares native integration with Google Analytics, which makes it easier to discover and leverage useful insights. Optimizely, on the other hand, requires third-party integration with various tools and platforms to deliver key insights.
Moreover, Optimizely offers a Customer Data Platform (CDP), which is unavailable with Google Optimize 360. However, the key feature of tracking customer behavioral insights is not offered by either of these optimization platforms.