Best A/B Testing Software for 2026: 11 Options Compared by Use Case

VWO is the most complete testing platform in this list: it pairs a visual editor for A/B, split URL and multivariate tests with heatmaps, session recordings, funnels and surveys, so the same tool that finds a problem runs the test that fixes it. Its parent company Wingify also owns AB Tasty, and the two now share one pricing page and the Wingz AI layer.

The catch is the price: Wingify publishes no list prices and sells every plan as a custom proposal based on monthly active users, so a team cannot budget VWO without a sales conversation. The free trial gives hands-on access first. Buy VWO when you want the whole conversion loop in one login; buy Convert when you want the same depth with a published price.

Optimizely is the enterprise standard for web experimentation: its Agentic Experimentation product runs A/B, multi-page, feature and server-side tests, adds real-time personalization, and judges results with its own Stats Engine. Warehouse-native analytics tie experiment outcomes to the data already in your warehouse, which is why large teams with a serious testing program keep coming back to it.

There is no way to price Optimizely without a sales conversation: every plan is individually packaged, and the pricing page offers a demo rather than a number. Implementation typically takes under a month, and reviewers praise the setup experience. Choose Optimizely when experimentation is a company-wide program; choose VWO or Convert when a smaller team needs to start faster.

AB Tasty is the marketing-first option among the enterprise tools: a visual editor lets non-technical teams build A/B, multivariate and split URL tests, and AI features suggest test ideas and read the results. Its parent company Wingify acquired it in early 2026, and its pricing page now serves the shared Wingify platform. Support scores are the highest in this list, which matters when a test misbehaves.

Pricing is the weak spot: there is no published figure, and small teams will find the quote steep. Implementation averages about two months, longer than the self-serve tools here. Pick AB Tasty when your marketers should run tests alone and support quality matters; pick Convert when you need a published price before you commit.

Convert is the honest-pricing pick in this list: the Growth plan starts at $399 a month billed monthly, or $299 billed annually, for 100,000 monthly tested users, and every figure is published on the pricing page. It covers A/B and split URL testing with a visual and code editor, more than 40 targeting filters, and a choice of frequentist or Bayesian statistics. Native heatmaps and session recordings come at no extra cost.

The price is the trade-off: $299 a month is a lot for a site that cannot put several thousand visitors through each variation, and Convert says so itself on its pricing page. Pro starts at $420 a month billed annually and adds multivariate and full-stack testing. Choose Convert when you want published prices and a tool that will not push you into a sales call.

Kameleoon is the European challenger in this list, built for teams that run web and feature experiments from one platform. Its standout is Prompt-Based Experimentation: describe the variant you want in plain language and the AI builds it, which removes the design bottleneck that slows many testing programs. The graphic and code editors cover A/B, multivariate and split URL tests, and predictive targeting sharpens the audience for each test.

Pricing is the awkward part: the vendor's own pricing page routes to a contact form, so the $495-a-month Starter figure comes from G2's vendor-supplied pricing listing, and the full Web and Feature Experimentation tier is custom-quoted. Pick Kameleoon when AI-assisted variant building would speed up your roadmap; pick AB Tasty for a similar European option with a larger review base.

Unbounce is the landing-page tester: it builds the page and runs the A/B test in the same tool, so a paid-media team can duplicate a page, change the headline and see which version converts without involving a developer. The Experiment plan adds unlimited A/B testing and dynamic text replacement, and pages typically go live in under a day. The 14-day trial gives full access with no credit card.

The pricing trap is the tier: A/B testing starts at $149 a month billed monthly, or $112 billed annually, and the $99 Build plan cannot test at all. Plans are also metered by monthly visitors, with overage fees past the limit. Buy Unbounce when landing pages are the whole job; buy VWO or Convert when you need to test pages across an existing website.

Crazy Egg is the budget way into A/B testing: one subscription covers heatmaps, session recordings, surveys and A/B tests, and every plan includes unlimited websites and unlimited team members. The catch is the tier — the $29 Starter plan has no testing at all, so the real starting price for an A/B tester is Plus at $99 a month, billed annually, for 150,000 tracked pageviews a month.

Crazy Egg never charges overages: when you hit your pageview limit, data collection pauses and resumes on the first of the next month. That makes the bill predictable, but it also means a traffic spike can stop your tests. Choose Crazy Egg when the budget is tight and the site is small; choose Convert when you need testing at higher traffic volumes.

PostHog is the free-forever way to test inside a product: experiments and feature flags start at $0, with 1 million events a month included and no credit card required. Because analytics, funnels, session replays and experiments share one event stream, a test result links straight to the recording of the session that produced it — no stitching tools together. It is open source and can be self-hosted.

The limit is the audience: PostHog tests product behavior, not marketing pages, and there is no visual editor for a marketer to change a headline without code. Event volume past the free tier bills pay-as-you-go, so a viral month costs more. Pick PostHog when your tests live inside the product; pick VWO or Unbounce when they live on marketing pages.

GrowthBook is the data team's testing tool: it is open source, runs experiments on your own warehouse, and shows the queries behind every result so nothing is a black box. The free Starter plan covers up to 3 users with unlimited experiments, feature flags and traffic, and the stats engine covers Bayesian and frequentist analysis, CUPED variance reduction and sequential testing. That is serious depth at $0.

The price is technical effort, not money: GrowthBook expects a warehouse and a team comfortable with data setup, and the AI Visual Editor and split URL tests wait for Pro at $40 a seat a month. Choose GrowthBook when your data already lives in a warehouse and you want to own the stats; choose PostHog when you want analytics bundled in.

LaunchDarkly tests features, not pages: code ships behind flags, and the flag decides who sees the new version, which makes every release a controlled experiment with an instant kill switch. The free Developer plan includes A/B tests with 100,000 experimentation users a month, unlimited seats and unlimited flags. The stats cover Bayesian and frequentist analysis, CUPED and multi-armed bandits on every plan.

The risk is the bill: past the free limits, pricing is usage-based at $10 per service connection and $8.33 per 1,000 client-side users a month, and reviewers say it can climb fast. Flag hygiene is also on you — stale flags pile up without cleanup. Pick LaunchDarkly when releases are the risk; pick GrowthBook when the warehouse is the source of truth.

Statsig is the startup-friendly experimentation suite: the free Developer tier includes feature gates, configs, experimentation and analytics with 2 million metered events a month, and the stats engine supports sequential testing with safe peeking, so teams can call a result early without inflating false positives. Its G2 score of 4.7 out of 5 is the highest in this list, and reviewers praise the experiment setup most.

The Pro tier starts at $150 a month as a baseline fee, with 5 million metered events included and $0.05 per extra 1,000 events after that — and each Pro subscription covers one project only. Setup can also feel overwhelming at first, with a lot going on in the console. Choose Statsig when you want the strongest stats engine for free; choose PostHog when you want session replays bundled in.