I think the reason Optimizely decided to ditch the free plan, self serve plans, and the lower-level enterprise plans is that churn is high in those segments.
Of course, the move upmarket may or may not improve the mechanics of churn in the short-term, but incumbents get displaced from the bottom, not the top. Optimizely may close bigger deals now, but those deals will become fewer and farther between until the spigot shuts down. Because of the move away from the low-end of the market, a generation of new marketers will not be using Optimizely. My expectation: ARR growth at Optimizely will continue to slow, churn will continue to be an issue, execs will soon depart. I wonder if the board will push for a sale. It's a shame, because speaking from the perspective of a churned customer, the reason we churned is that their packaging is crappy and their sales is terrible and their marketing-speak has become unbearable. We didn't want to churn, there was just no good plan for us.