Best A/B Testing Software for 2026: 12 Options Compared by Use Case

Convert is the rare enterprise-grade testing tool that still prints its prices. Growth costs $399 a month billed monthly, or $299 billed annually, for 100,000 tested users, and covers A/B and split URL testing, a visual editor, sequential testing and sample-ratio-mismatch checks. Pro costs $599 a month, or $420 billed annually, and adds multivariate, multipage and full-stack testing with multi-armed bandit allocation. Heatmaps and session recordings come with every plan at no extra cost.

The catch is the tested-user meter: passing 100,000 tested users means buying more at $399 per 100,000 on Growth. The platform is privacy-first — GDPR, CCPA and HIPAA-ready, with no data reselling — which suits regulated teams. Pick Convert when you want a published price and a complete CRO suite without a sales process.

VWO Testing is the broadest all-in-one option here: A/B, split URL, multivariate and server-side testing with a visual editor, plus heatmaps, session recordings, funnels and surveys in the same platform. The same tool that finds the conversion problem runs the test that fixes it. Since VWO merged with AB Tasty under Wingify in January 2026, the two brands share one pricing page — Growth, Pro and Enterprise tiers with no currency figures and a demo behind every tier.

That missing price is the real cost of choosing VWO: you cannot budget it from the website, and the bill is metered on monthly tracked users, so it climbs with traffic. Multivariate testing and behavioral targeting wait for Pro. Pick VWO when one platform for research and testing matters more than a published price.

Kameleoon's pitch is Prompt-Based Experimentation: describe a page change in plain language and the AI drafts the variation for review, which is the fastest route from idea to running test in this list. PBX Starter costs $495 a month for up to 10 experiments and 50,000 tested visitors, with a 30-day free trial covering 3 experiments and no credit card. Underneath, the stats engine offers Bayesian, frequentist and sequential methods with predictive targeting.

The entry price is the catch: $495 a month prices small teams out, there is no free plan, and feature management, mobile testing and server-side testing all need the custom Enterprise package. Starter is also web-only and covers a single project. Pick Kameleoon when AI-assisted variation building is worth $495 a month to your team.

GrowthBook is the open-source option: self-host it free with no traffic cap, or use Cloud Starter free for up to 3 users with unlimited flags, experiments and traffic. Pro costs $40 per seat per month and adds the AI Visual Editor, multi-armed bandits, safe rollouts and split URL tests. Because it is warehouse-native, analysis runs against your own data with visible SQL, Bayesian and frequentist stats, CUPED and sequential testing.

The trade-off is that you need a data warehouse — or the managed warehouse add-on — and an engineer to wire it up. Cloud Starter caps at 3 users and 1 project, and advanced governance waits for Enterprise. Pick GrowthBook when your data already lives in a warehouse and per-visitor pricing would punish your traffic.

Statsig combines feature flags, experimentation, product analytics and session replay on one event platform, with 30+ SDKs and warehouse-native deployment. The Developer tier is free: gates, configs, experimentation and analytics with 2 million metered events a month. Pro starts at a published $150 a month baseline for 5 million events, with overages at $0.05 per extra 1,000 events. Metric lifts compute in real time, so results arrive while the test runs.

Two things to watch. Each Pro subscription covers one project only, so multi-product teams pay per project. And ownership changed hands in 2025–2026 — OpenAI acquired Statsig, then Amplitude took over the brand and customer base in May 2026 — so confirm the roadmap before a long commitment. Pick Statsig when engineering runs the experiments and flags matter as much as tests.

PostHog bundles experiments with product analytics, session replay, surveys and error tracking behind one SDK and one bill. There is no base fee and no seat fee: the free tier resets monthly with 1 million analytics events, 5,000 recordings and 1 million flag requests, and experiments are billed with feature flags. Past the allowance, flag requests cost $0.0001 each at the first tier, falling with volume. Billing limits let you cap the spend.

The catch is predictability. With 13 metered products, the total bill depends on how much of the suite you switch on, and the platform packages — Boost at $250 a month, Scale at $750 — gate SSO, white labeling and RBAC. Self-hosting is officially unsupported now. Pick PostHog when you want the whole product toolkit free until it earns its keep.

Amplitude Experiment puts testing next to the funnels: every plan includes the full platform — analytics, session replay, feature flags and experimentation — with unlimited seats. The Free plan covers 2 million events a month, web experimentation and 1 active experiment, with no credit card and no time limit. Plus starts at $0 and scales with event volume, up to 700,000 monthly tracked users. Growth and Enterprise are custom-priced and add unlimited experiments, multi-armed bandits and holdouts.

One warning: Amplitude repriced in 2026, and the $49 a month Plus figure older guides quote no longer appears on the pricing page — Plus now starts at $0 and scales with usage. That makes small-scale testing free but the bill harder to forecast. Pick Amplitude when the team already lives in its analytics and wants experiments in the same place.

Unbounce is a landing page builder first and a testing tool second, which is exactly right for paid-traffic teams. Build pages with the drag-and-drop editor, then test them: the Experiment plan costs $149 a month, includes unlimited A/B testing, dynamic text replacement and conversion reporting, and covers 30,000 unique visitors with 3 user seats. Optimize at $249 a month adds Smart Traffic, the AI routing that sends each visitor to the variant most likely to convert.

The catch is the plan ladder. The $29 Starter and $99 Build plans cannot run a single A/B test, so testing costs $149 a month at minimum, and every plan caps visitors — overages run $80 per extra 10,000 visits. Pick Unbounce when landing pages are the whole funnel; pick Convert or VWO when the wider website needs testing too.

Optimizely is the most established name in experimentation, and it still sets the standard for large programs: a mature frequentist Stats Engine, a visual editor for marketers, and Web Experimentation for client-side tests alongside Feature Experimentation for server-side tests and flags. A free Rollouts plan covers feature flags and one concurrent A/B test. The platform also bundles personalization and content management for teams already on Optimizely One.

The price is the problem for everyone else. Optimizely publishes no prices — its plans page says every plan is individually packaged — and contracts are annual, with enterprise-scale minimums. Web and Feature Experimentation are licensed separately. Pick Optimizely when the program is big enough to justify a sales conversation and a dedicated stats team.

AB Tasty pairs solid experimentation with the strongest personalization story in this list. Beyond A/B, multivariate and split URL testing on a Bayesian engine, it adds EmotionsAI emotional segmentation, AI-based targeting, product recommendations and RevenueIQ reporting that ties tests to money. In January 2026 it merged with VWO under Wingify, and the two brands now share one pricing page and one roadmap.

The buying process is the weak point. The pricing page states there are no fixed plans, only a custom proposal, and pricing is based on monthly active users and traffic volume, so quotes are hard to compare. The full platform — feature management, recommendations, EmotionsAI — is priced as add-ons or higher tiers. Pick AB Tasty when personalization matters as much as testing and the budget is enterprise-scale.

Adobe Target is the testing and personalization engine for teams already standardized on Adobe. Standard covers A/B and multivariate testing, auto-allocate, rules-based targeting and server-side testing through APIs, all licensed on annual page-view traffic. Premium adds Auto-Target and Automated Personalization, which use AI to pick the best experience for each visitor, plus Recommendations. Integration with Adobe Analytics and Experience Manager is the point: test results flow into the stack you already report from.

Everything else is a hurdle. Adobe publishes no prices and offers no free trial, so every contract starts with a sales conversation, and the bill scales with page views. The full value also needs Adobe Analytics and Experience Platform wired in alongside Target. Pick Adobe Target when the Adobe stack is already the system of record.

Datadog Experiments is the successor to Eppo: Datadog acquired Eppo in May 2025 and launched Experiments in April 2026, carrying over its warehouse-native stats engine. Pricing is published and unusual — $450 per successfully launched experiment per month billed annually, $530 month-to-month, or $575 on demand. An experiment becomes billable after 500 subjects and 3 days. Results connect directly to business metrics in your warehouse instead of a separate analytics silo.

The per-experiment meter is the thing to model: one test running all year costs $5,400 billed annually, and five concurrent tests cost five times that. There is no free tier, only a 14-day Datadog trial, and feature-flag usage past 1 million requests a month bills separately. Pick Datadog Experiments when the data team already trusts the warehouse and the observability stack is Datadog.