* Change images, copy, colors, calls to action, and/or layout instantly * Minimize burden on developers * No coding, no targeting * No waiting for App/Play Store approvals * Works with native iOS & Android apps * Experiment with new layouts and flows * Segment and target specific users * See what works with clear, actionable analytics * Staged rollouts and rollbacks * Launch to beta users * Run a timed marketing promotion * Target specific users or segment

* Does not require code to configure and start experiments * Allows you to modify properties of existing elements in between app releases (e.g. text, color, etc.) * Start experiments and immediately push changes to your live app without requiring App Store review * Requires Live Variables to already have been identified prior to App Store submission * Optimizely allows you to change variable values in between releases * Requires new code/features to be tested have already been submitted to App Store and approved * Can perform phased roll-outs of new features for targeted group or percentage of your users directly from Optimizely * Optimizely acts as the switch enabling you to intelligently activate your features/code and analyze the impact the new changes have made