# The best A/B testing tools in 2026, compared on price and fit _Updated 2026-10-11_ A/B testing tools split your traffic between versions of a page and tell you which one converts or earns more, but they differ far more in who they're built for and how they charge than in what they can test. This guide compares 16 A/B testing tools for website teams, Shopify stores, product engineers and mobile apps, with prices checked on October 11, 2026, including what changed when VWO and AB Tasty merged into Wingify. For each tool you get who it suits, what it costs, and how that cost grows with your traffic. If you're still choosing research tools such as heatmaps and surveys, start with our [conversion rate optimization tools guide](https://www.otterab.com/conversion-rate-optimization-tools). > Otter makes Otter, the tool listed first. We checked every tool here, Otter included, against its own pricing page and documentation on October 11, 2026, labeled every third-party price estimate as an estimate, and listed Otter's limits as plainly as everyone else's. ## Quick picks - **Best flat price for website teams:** Otter - **Best published prices with a full toolkit:** Convert - **Best free plan for websites:** Mida - **Best heatmaps plus A/B testing:** Crazy Egg - **Best for Shopify theme tests:** Shoplift - **Best open-source, warehouse-native option:** GrowthBook - **Best enterprise experimentation suite:** Optimizely - **Best free option for mobile apps:** Firebase A/B Testing ## Comparison table | Tool | Starting price | Free plan or trial | Priced on | Visual editor | Server-side tests | | --- | --- | --- | --- | --- | --- | | Otter | $39/mo, or $31/mo billed annually | 14-day trial, no card | Projects (flat), unlimited visitors | Yes, on your live site | No, client-side only | | VWO (Wingify) | Not published (custom proposal) | 30-day trial, no card | Monthly active users | Yes | Via Feature Management, a separate product | | Optimizely | Not published (Vendr median $81,447/yr) | Free feature-flag account; no web trial | Custom contract | Yes | Yes | | AB Tasty (Wingify) | Not published (Vendr median $66,500/yr) | No free plan; trial terms unclear since the merger | Monthly active users | Yes | Via Feature Management, a separate product | | Convert | $299/mo billed annually ($399 monthly) | 15-day trial, no card | Monthly tested users | Yes | Yes, on Pro and up | | Crazy Egg | $99/mo billed annually (first plan with testing) | Free plan without testing; 30-day trial, card required | Tracked pageviews | Yes | No | | Mida | $224/mo billed annually (50,000 tested users) | Free Sandbox plan; 15-day trial | Monthly tested users | Yes | SDKs on Growth, per Mida's plan table | | Zoho PageSense | $29.42/mo billed annually (10,000 tracked users) | Free plan without testing; 15-day trial | Monthly tracked users | Yes | Yes (Full Stack) | | Unbounce | $112/mo billed annually ($149 monthly) | 14-day trial, no card | Monthly unique visitors | Page builder (Unbounce pages only) | Not documented | | Shoplift | $74/mo billed annually ($99 monthly) | 14-day trial | All monthly store visitors | Uses Shopify's Theme Editor | No | | Optibase | $66/mo billed annually ($79 monthly) | Free plan (10,000 tested users, 1 test) | Monthly tested users | Yes, inside Webflow Designer or WordPress builders | No | | GrowthBook | $40 per seat per month (Pro) | Free cloud plan; free self-hosting | Seats (traffic unlimited) | Yes, on Pro and up | Yes, 24+ SDKs | | PostHog | $0 base; pay per flag request after 1 million | Free tier, 1 million flag requests a month | Feature flag requests | Beta (PostHog toolbar) | Yes | | Statsig (Amplitude) | $150/mo (Pro, 5 million events) | Free tier, 2 million events a month | Metered events | Yes (Sidecar) | Yes, 30+ SDKs | | Adobe Target | Not published | No | Custom license (products, properties, channels) | Yes (Visual Experience Composer) | Yes | | Firebase A/B Testing | Free | Yes, a no-cost product | Free; Remote Config fetches above 100,000 a day billed | No | Client apps only (iOS, Android, web) | ## 1. Otter: website teams that want flat pricing and revenue per variant Otter is the A/B testing tool we make, built for marketing sites and online stores. One async script tag runs split URL (redirect) tests, A/B/n tests built in a visual editor on your live site, targeted personalization, and whole-theme tests on WordPress through Otter's plugin. Goals can be pageviews, clicks, custom JavaScript events, GTM dataLayer events, revenue or imported GA4 events, and results show revenue per visitor and average order value for every variant, judged with frequentist or Bayesian statistics. Plans are priced per project with unlimited visitors, so the bill stays the same when traffic grows; [Otter's features](https://www.otterab.com/features) lists everything it does. **Pricing:** Starter $39/mo (1 project), Growth $79/mo (5 projects), Scale $149/mo (unlimited projects), each with unlimited visitors and tests; annual billing saves 20% ($31, $63 and $119 a month). 14-day free trial, no credit card. **Strengths:** - Flat per-project pricing with unlimited visitors and unlimited tests, so a traffic spike or a viral post doesn't change the bill. - Revenue per visitor and average order value for every variant, captured from Shopify's Custom Pixel, WooCommerce through Otter's plugin, or one JavaScript call on any site. - Uses imported GA4 events as goals and sends impressions and conversions to GA4 and the GTM dataLayer. - Frequentist or Bayesian statistics per test, an automatic Bonferroni adjustment when a test has several variants, a multi-armed bandit mode and a sample-ratio-mismatch check. - A REST API with scoped keys and a hosted MCP server on every plan, so Claude, Cursor or another MCP client can inspect pages, draft tests and read results. **Limitations:** - Client-side only: no feature flags, no server-side or mobile SDKs, and split URL redirects run in the browser rather than at the server or edge. - No heatmaps, session recordings or surveys, so you need a separate research tool for those. - No free plan, only a 14-day trial. - The SDK is about 32 KB gzipped, and its anti-flicker hides each page until test settings load, with a 3-second failsafe. - No Shopify app: you paste the snippet into your theme, revenue capture needs opt-out consent mode, and Otter can't test checkout or the price charged. Website: https://www.otterab.com ## 2. VWO (Wingify): mid-market teams that want testing, behavior analytics and personalization from one vendor VWO is one of the longest-running web testing tools, and since September 2026 it sits inside Wingify, the company formed when VWO and AB Tasty merged; vwo.com now redirects to wingify.com. Its Web Experimentation & Rollout product comes in Growth, Pro and Enterprise plans with visual and code editors, A/B and split URL tests, multi-armed bandits, and both fixed-horizon and sequential statistics on every plan. The same vendor sells personalization, feature management, behavior analytics, user feedback and commerce search. Every plan is a custom proposal priced on monthly active users. **Pricing:** Not published: Growth, Pro and Enterprise are custom proposals based on monthly active users. Third-party estimate (Vendr): median contract $16,330/yr, range $7,820 to $35,790. 30-day free trial, no credit card. **Strengths:** - Fixed-horizon and sequential statistics, bandits, rollouts and single-page-app support on every plan, Growth included. - One vendor for testing, personalization, feature management, behavior analytics and user feedback. - A 30-day free trial with no credit card, plus a playground account with sample data. - Data storage in the US, the EU (Belgium) or India on all plans, with SOC 2 Type II and ISO 27001 among its listed certifications. **Limitations:** - No published prices: every plan goes through a demo and a custom proposal, and cost scales with monthly active users. - Multivariate tests, SRM detection, geo targeting and guardrail metrics need Pro; API access, SSO and data export need Enterprise. - GA4 conversions can't be used directly as test goals; the GA4 integration sends campaign data out and imports audiences on Pro and up. - Product names and roadmaps are in transition while VWO and AB Tasty converge under Wingify. Website: https://wingify.com Full comparison: https://www.otterab.com/compare/vwo ## 3. Optimizely: enterprises that want experimentation inside a full digital experience suite Optimizely sells experimentation as one part of a digital experience platform that also covers a CMS, commerce, personalization, analytics and an AI agent platform, Opal. Its Agentic Experimentation product covers A/B, multi-page, feature and server-side testing, Optimizely's Stats Engine, real-time personalization and warehouse-native analytics. Every plan is individually packaged through sales, and a representative provisions the trial after you fill in a form. Developers can start on a free Feature Flagging account, which allows one concurrent experiment on flags. **Pricing:** Not published; every plan is individually packaged. Third-party estimate (Vendr): median $81,447/yr, range $26,460 to $261,075, from 126 purchases. Free Feature Flagging account; no self-serve web trial. **Strengths:** - Client-side web testing and server-side feature experimentation from one vendor, with a full set of developer SDKs. - A whole suite (CMS, commerce, personalization, analytics and AI agents) from the same company. - A free Feature Flagging account with no credit card, including A/B tests on flags. **Limitations:** - No published pricing, and third-party contract data puts the median above $80,000 a year. - No self-serve trial for web experimentation: a representative provisions it after a form. - Third-party data (Vendr) also cites annual price escalators of 3% to 7% and implementation services from $50,000 to over $200,000. Website: https://www.optimizely.com Full comparison: https://www.otterab.com/compare/optimizely ## 4. AB Tasty (Wingify): brands that want personalization and commerce search alongside testing AB Tasty, founded in Paris in 2013, merged with VWO in 2026 and now sits under the Wingify brand. Its marketing site redirects to wingify.com, though its product documentation is still online at docs.abtasty.com. Wingify says AB Tasty and VWO keep running as separate suites while engineering converges over the coming quarters, so existing customers stay on the AB Tasty product for now. Its personalization and merchandising products, including the Emotions and Predictive Data add-ons and commerce search and recommendations, are now sold under Wingify, and new buyers get a custom proposal from the same pricing page as VWO. **Pricing:** Not published; a custom Wingify proposal based on monthly active users. Third-party estimate (Vendr): median $66,500/yr, range $37,191 to $70,785. **Strengths:** - Personalization add-ons (Emotions, Predictive Data) plus commerce search and recommendations. - Part of a larger combined vendor that reported more than $105 million in revenue and 4,000 customers at the Wingify launch. - Wingify says contracts and pricing are unchanged for existing customers during the transition. **Limitations:** - No published pricing; every deal is a custom proposal. - Wingify doesn't say whether its 30-day trial gives you the AB Tasty product or only the app that came from VWO. - Roadmap uncertainty while two platforms merge into one. Website: https://wingify.com Full comparison: https://www.otterab.com/compare/ab-tasty ## 5. Convert: teams that want a full testing toolkit at published prices, Shopify price tests included Convert Experiences, from Convert Insights (founded in 2009), is a privacy-focused testing platform that publishes every price from 100,000 to 2 million monthly tested users. Its Growth plan covers A/B and split URL tests with visual and code editors, frequentist and Bayesian statistics, an SRM check, heatmaps, an API and an MCP server, plus Shopify price, shipping and theme tests. Pro adds multivariate and multipage tests, full-stack SDKs and feature flags, bandits and sequential testing. Like Otter and Crazy Egg, Convert can judge tests on GA4 events: it imports GA4 goals and revenue into its reports. **Pricing:** Growth $399/mo, or $299/mo billed annually, at 100,000 monthly tested users; Pro $599/mo, or $420/mo billed annually. Overage on Growth is $399 per extra 100,000 tested users and can be switched off. 15-day trial, no card. **Strengths:** - Every price is published, including the full tested-user slider, and over-quota charges can be turned off. - A broad toolkit: A/B, split URL, multivariate, multipage, full-stack SDKs, feature flags, bandits and Shopify price tests, some of them on Pro only. - Configurable statistics: frequentist with Bonferroni and Sidak corrections, Bayesian chance to win and risk, sequential testing on Pro, and an SRM check on all plans. - Two-way GA4 integration plus more than 90 other integrations, EU servers in Frankfurt, and ISO 27001 and SOC 2 Type 2 certification. **Limitations:** - Starts at $299/mo billed annually for 100,000 tested users with no free plan, and rises with tested users: $560/mo billed annually at 250,000 on Growth. - Growth excludes multivariate, multipage, full-stack, bandits, sequential testing and geotargeting, and allows 5 active experiences per project. - A heavier script by Convert's own figures, 93 KB gzipped at baseline, loaded synchronously by default. Website: https://www.convert.com Full comparison: https://www.otterab.com/compare/convert ## 6. Crazy Egg: small teams that want heatmaps, recordings and simple A/B tests in one subscription Crazy Egg pioneered click heatmaps in 2005 and now bundles heatmaps, session recordings, surveys, web and conversion analytics, funnels, popup CTAs and error tracking with a marketer-friendly A/B testing tool. Testing starts on the Plus plan and includes a visual page editor, split URL tests and an optional multi-armed bandit, and every variant gets its own heatmaps and recordings. It can count client-side GA4 events as conversions and sends variant views to GA4. Plans are priced on tracked pageviews with unlimited domains and seats, and when you reach the cap, data collection pauses until the next month instead of billing an overage. **Pricing:** A/B testing starts on Plus at $99/mo billed annually (150,000 tracked pageviews); Pro $249/mo and Enterprise $599/mo, all billed annually. Free plan without testing; 30-day trial of paid plans, card required. **Strengths:** - One subscription covers heatmaps, recordings, surveys, analytics, funnels, CTAs and A/B testing, with unlimited domains and seats. - No overage charges: reaching a limit pauses data collection instead of producing a surprise bill. - Scores tests on client-side GA4 events and pushes variant views into GA4. **Limitations:** - No A/B testing on the Free or $29 Starter plans, and every plan is billed annually. - Test traffic counts against the tracked-pageview cap, and at the cap testing pauses until the next month. - Statistics are a single chi-squared test with no Bayesian or sequential option, there are no multivariate or server-side tests, and targeting beyond device type needs Pro or above. Website: https://www.crazyegg.com Full comparison: https://www.otterab.com/compare/crazy-egg ## 7. Mida: website teams that want a free tier and a small script Mida is an A/B testing tool with a 15 KB compressed script, a free Sandbox plan and a self-serve Growth plan metered on monthly tested users. Sandbox covers up to 100,000 tested users a month but limits you to 2 live experiments, 2 goals and one variant against the control per test, with 60-day data retention. Growth removes those limits and, according to Mida's plan table, adds bandits, multivariate tests, server-side SDKs and personalization. Mida is running an A/B test on its own pricing page, so the plans you see may differ from the ones quoted here. **Pricing:** Growth from $224/mo billed annually ($299 monthly) at 50,000 tested users; $299/mo billed annually at 100,000 and $599/mo at 200,000. Free Sandbox plan; 15-day Growth trial, no card. **Strengths:** - A free plan that covers up to 100,000 tested users a month, with no time limit and no card. - A small script: 15 KB compressed, by Mida's figures. - Published, self-serve prices from $224/mo billed annually. **Limitations:** - Paid tiers scale with tested users: $599/mo billed annually at 200,000 and $2,999/mo at 1 million. - Sandbox allows only 2 live tests, 2 goals and one challenger per test, and keeps data for 60 days. - The GA4 integration is documented as data-out only, and the pricing model itself may change depending on how Mida's pricing-page test ends. Website: https://www.mida.so Full comparison: https://www.otterab.com/compare/mida ## 8. Zoho PageSense: small businesses, especially Zoho users, that want low-cost testing bundled with heatmaps Zoho PageSense combines web analytics, heatmaps, session recordings, form analytics, polls, pop-ups and push notifications with A/B, split URL and server-side (Full Stack) testing and personalization. Experiments are built in a visual editor or a Chrome extension and analyzed with Bayesian or frequentist statistics, and its multi-armed bandit uses Thompson Sampling. Testing is only on the top plan, called Enterprise, which is still one of the cheapest paid testing plans on this list. It connects to Zoho CRM and other Zoho apps and has a WordPress plugin. **Pricing:** Enterprise, the plan with testing, is $49/mo, or $29.42/mo billed annually, at 10,000 monthly tracked users. Forever Free plan without testing; 15-day trial, no card. **Strengths:** - A low entry price for testing: $29.42/mo billed annually at 10,000 tracked users. - Bayesian or frequentist analysis, Thompson Sampling bandits, a visual editor and split URL tests. - Heatmaps, recordings, form analytics, polls and pop-ups in the same product, plus Zoho CRM integration. **Limitations:** - A/B testing is only on the top plan; the Free and Professional plans can't run experiments. - Running experiments pause when you exceed your monthly tracked users, until you buy a top-up, and when the trial ends. - Multivariate testing isn't listed among its experiment types, and the Full Stack SDK languages aren't stated. Website: https://www.zoho.com/pagesense/ ## 9. Unbounce: paid-media marketers who build dedicated landing pages Unbounce is a hosted landing page builder that includes A/B testing of page, popup and sticky bar variants from its Experiment plan up. You duplicate a variant in the builder, set traffic weights and promote the winner, with no separate testing script, and results use a chi-square significance test. The Optimize plan adds Smart Traffic, a contextual multi-armed bandit that sends each visitor to the variant they're most likely to convert on. It tests pages built in Unbounce, not the rest of your site; if your landing pages live on your own site, see [landing page A/B testing](https://www.otterab.com/ab-testing/landing-pages). **Pricing:** Experiment, the first plan with A/B testing, is $149/mo, or $112/mo billed annually, for up to 30,000 monthly visitors; Optimize with Smart Traffic is $249/mo or $187/mo billed annually. 14-day trial, no card. **Strengths:** - Testing is built into the page builder: duplicate, weight and promote variants without a separate script. - Smart Traffic starts optimizing after 30 visitors. - Published pricing, unlimited conversions on every plan, and a 14-day trial with no card. **Limitations:** - No A/B testing on the Starter or Build plans; it starts at $112/mo billed annually. - Only tests pages, popups and sticky bars built in Unbounce, and plans cap monthly unique visitors (30,000 on Experiment) with overage fees beyond that. - Smart Traffic needs a custom domain, doesn't work on popups or sticky bars, and restarts its learning phase whenever the page is edited or republished. Website: https://unbounce.com ## 10. Shoplift: Shopify brands testing themes and templates in Shopify's Theme Editor Shoplift is a Shopify App Store app for testing themes, templates and URLs, plus prices and subscriptions on higher plans. You build variants without code in Shopify's own Theme Editor, the app installs its tracking script for you, and it keeps overlapping tests mutually exclusive automatically. Results use a Bayesian probability to win that has to stay above a threshold for several days before Shoplift calls an outcome. It runs on Liquid storefronts only, so headless Shopify stores need another tool; our [Shopify A/B testing guide](https://www.otterab.com/ab-testing/shopify) compares the options. **Pricing:** Core $99/mo, or $74/mo billed annually, for up to 50,000 monthly store visitors; Advanced, which adds price testing, GA4 and the JavaScript API, is $399/mo or $299/mo billed annually for up to 100,000. 14-day trial. **Strengths:** - Variants are built in Shopify's native Theme Editor with no code, and the script installs itself. - Unlimited simultaneous tests with automatic mutual exclusion between conflicting ones. - Guarded Bayesian reporting that waits for several days above the threshold before calling a winner. **Limitations:** - Metered on all store visitors, not just tested ones, and tests pause when you exceed your tier until you upgrade or the cycle resets. - One variant against the control only (no A/B/n), no headless storefronts, and no direct checkout-page testing. - Price testing, personalization, the GA4 integration and the JavaScript API start on Advanced at $299/mo billed annually. Website: https://www.shoplift.ai ## 11. Optibase: Webflow and WordPress teams that want no-code tests with a free starting tier Optibase is a no-code A/B testing tool built for Webflow, with an app inside the Webflow Designer that Webflow has approved, a WordPress plugin for builders such as Elementor, Divi, Bricks and Gutenberg, and a script for other sites. It runs A/B, split URL and multivariate tests and rules-based personalization, and reports a Bayesian probability to be best with a 95% decision threshold. Variants live in your page markup, and the script removes the ones a visitor isn't assigned. Webflow's own add-on, Webflow Optimize, costs $299/mo billed yearly for 25,000 page views on top of a paid Site plan, so Optibase is the lower-cost route on Webflow; see [Webflow A/B testing](https://www.otterab.com/ab-testing/webflow). **Pricing:** Free plan with 10,000 tested users a month and one active test. Basic $79/mo, or $66/mo billed annually, for 20,000 tested users; Business $159/mo, or $132/mo billed annually, for 50,000. **Strengths:** - A free plan with 10,000 tested users a month and no card. - A native Webflow app approved by Webflow, plus a WordPress plugin and a script for other builders. - Multivariate tests and personalization on every plan, Free included, and data sync to GA4, Mixpanel and BigQuery. **Limitations:** - The free plan runs one active test at a time. - Variants are swapped client-side, and the docs ask you to keep only the main variant visible by default to avoid a flash, with troubleshooting pages for flicker. - Website testing only: no server-side SDKs, feature flags or mobile app testing are documented. Website: https://www.optibase.io ## 12. GrowthBook: engineering teams that want open-source, warehouse-native flags and experiments priced per seat GrowthBook is an open-source feature flag and experimentation platform you can use in its cloud or host yourself. It's warehouse-native: experiment analysis runs on your own warehouse, such as Snowflake, BigQuery, Redshift, Databricks or ClickHouse, or on a GrowthBook-managed warehouse if you don't have one. It ships more than 24 SDKs for web, mobile, server and edge, plus an AI Visual Editor Chrome extension, URL redirect tests and bandits. Pricing is per seat, with unlimited traffic, flags and experiments on every plan. **Pricing:** Cloud Starter free (up to 3 users, 1 project); Pro $40 per seat per month (up to 30 users, 3 projects, 2 million managed-warehouse events included); self-hosted open source free; Enterprise custom. **Strengths:** - Seat-based pricing with unlimited experiments, flags and traffic on every plan, the free one included. - Warehouse-native analysis keeps experiment data in your own warehouse and in line with your other metrics. - Bayesian (the default) or frequentist engines, sequential testing, CUPED and automatic SRM checks, with the stats engine open source under MIT. **Limitations:** - The free Cloud Starter plan excludes the visual editor, split URL tests, sequential testing and CUPED. - Built for developers: Shopify, WordPress and Webflow support is a manual SDK snippet, not an app or plugin. - Seat costs grow with the team, and SSO, holdouts and approval workflows need custom-priced Enterprise. Website: https://www.growthbook.io ## 13. PostHog: product teams already using PostHog analytics PostHog Experiments is the A/B testing product inside PostHog's product platform, alongside analytics, session replay, feature flags, surveys and a data warehouse. Every experiment is backed by a feature flag, metrics come from your PostHog events or synced warehouse tables, and each variant links to its session replays. It supports A/B/n, holdout, fake-door and redirect tests, with Bayesian or frequentist analysis and optional sequential testing and CUPED. No-code visual experiments built with the PostHog toolbar are still marked beta. **Pricing:** No base fee. The first 1 million feature flag requests each month are free (experiments are billed with flags), then from $0.0001 per request, falling with volume. **Strengths:** - A free tier that resets monthly with 1 million flag requests and no card; PostHog says 97% of companies use it for free. - Experiments run on the same events, flags and warehouse tables as your analytics, with session replays for each variant. - Bayesian or frequentist analysis, with optional sequential testing and CUPED. **Limitations:** - The no-code visual editor is in beta, and PostHog warns that single-page apps may overwrite no-code changes. - No correction for multiple comparisons across variants or metrics by default. - No multi-armed bandit and no mutually exclusive experiments, according to PostHog's own comparison table. Website: https://posthog.com/experiments ## 14. Statsig (Amplitude): product teams that want flags, experiments and analytics metered on events Statsig is a feature flag, experimentation, product analytics and session replay platform with more than 30 SDKs and a warehouse-native option on Enterprise. Its ownership changed twice in a year: OpenAI announced it was acquiring Statsig in September 2025, and on May 5, 2026 Amplitude took over the Statsig brand, platform and customers while the original team stayed at OpenAI. Amplitude says it will keep developing Statsig and integrate it at the data layer with Amplitude, whose own Amplitude Experiment product offers flag-based and no-code web experiments. Statsig's statistics toolkit is one of the deepest on this list: frequentist or Bayesian, sequential testing, CUPED, Bonferroni and Benjamini-Hochberg corrections, switchback and non-inferiority tests. **Pricing:** Statsig: free Developer tier with 2 million metered events a month; Pro $150/mo including 5 million events, then $0.05 per 1,000. Amplitude Experiment: free plan with 2 million events and one active web and one feature experiment. **Strengths:** - A free Developer tier with 2 million metered events, unlimited flag checks, 50,000 session replays and unlimited seats. - A deep statistics toolkit, including sequential testing, CUPED and multiple-comparison corrections. - The Sidecar visual editor and redirect tests cover marketing pages, alongside server and mobile SDKs. **Limitations:** - Ownership has changed twice since September 2025, so the long-term roadmap depends on Amplitude's integration plans. - Costs scale with every metered event: $0.05 per 1,000 above 5 million on Pro, and a Pro subscription covers one project. - Warehouse-native deployment, SSO and multiple projects need custom-priced Enterprise, and Amplitude Experiment's results chart is reserved for its Growth and Enterprise plans. Website: https://www.statsig.com ## 15. Adobe Target: large enterprises already on Adobe Experience Cloud Adobe Target is the testing and personalization product in Adobe Experience Cloud, licensed as Target Standard or Target Premium. It runs manual A/B tests, Auto-Allocate bandits, multivariate tests and rules-based Experience Targeting, built in a Visual Experience Composer or a form-based composer and delivered client-side or server-side. Premium adds machine-learning Auto-Target, Automated Personalization and Recommendations. Reports can come from Target itself, Adobe Analytics or Customer Journey Analytics. **Pricing:** Not published; quotes come from Adobe sales and depend on product options, the number of digital properties and omnichannel delivery. No free plan or published trial. **Strengths:** - A broad activity set: A/B tests, Auto-Allocate bandits, multivariate tests, rules-based targeting and, on Premium, machine-learning personalization. - Statistics documented formula by formula, with Welch's t-test or Bayesian reporting. - Server-side SDKs for Node.js, Java, .NET and Python with on-device decisioning, and close ties to Adobe Analytics and Experience Platform. **Limitations:** - No public pricing, free plan or trial. - The machine-learning personalization features need a separate Target Premium license. - Bayesian reporting only works for conversion goals; revenue and engagement tests always use Welch's t-test. Website: https://business.adobe.com/products/target.html ## 16. Firebase A/B Testing: mobile app teams already on Firebase and Google Analytics Firebase A/B Testing is Google's no-cost experimentation layer for apps built on Firebase. It tests Remote Config parameters that your app code reads, notification messages and In-App Messaging campaigns, with Google Analytics metrics such as retention, revenue and crash-free users. Google's current documentation says it uses frequentist inference: one-tailed tests at a 0.05 significance level with 95% confidence intervals, and results that refresh once a day. It isn't a website tool: there's no visual editor and no split URL testing. **Pricing:** A/B Testing is no-cost on both the Spark and Blaze plans. Since September 1, 2026, Remote Config fetches above 100,000 a day per project are billed on Blaze at $0.06 per 10,000, up to 10 million a day. **Strengths:** - No cost for A/B Testing itself, on the free Spark plan and the pay-as-you-go Blaze plan. - One tool covers in-app experiments, notification copy and in-app messages. - Experiment membership is written to every Google Analytics event, so you can check results yourself in BigQuery. **Limitations:** - Not for websites: no visual editor or split URL tests, and every change has to be wired into app code as a parameter. - Hard limits of 24 running experiments per project, 8 variants per experiment, once-a-day result refreshes and a 90-day maximum. - High-traffic apps now pay for Remote Config fetches above 100,000 a day. Website: https://firebase.google.com/products/ab-testing ## What A/B testing software does A/B testing software splits visitors between two or more versions of a page or feature, keeps each visitor in the same version on return visits, counts the goals you care about, and runs a statistical test to tell you whether a difference is real or noise. Split testing software, A/B testing platforms and experimentation platforms are mostly names for the same job. What separates the tools is where the split happens and where the numbers are calculated. Client-side tools run as a script in the visitor's browser. The script decides which version a visitor gets, then changes the page or redirects to another URL. Otter, VWO, AB Tasty, Convert, Crazy Egg, Mida, Zoho PageSense and Optibase work this way, and it's why a marketer can build a test in a visual editor without a code release. The trade-off is that the browser has to load the script before it can show the right version, so these tools manage flicker by briefly hiding the page or by asking you to load the script early in the page head. Server-side tools make the decision in your own code through an SDK, usually behind a feature flag. The server sends each visitor only their version, so nothing flashes, but every test needs a developer and a deploy. GrowthBook, PostHog, Statsig, Amplitude Experiment, Optimizely's feature experimentation and Firebase Remote Config work this way, and most also offer a client-side editor for simple web tests. Convert's Pro plan, Kameleoon and Adobe Target sell both kinds. Warehouse-native describes the analysis rather than the split. GrowthBook, and Statsig on its Enterprise tier, read exposure and conversion data from your own Snowflake, BigQuery, Redshift or Databricks warehouse and compute results there, so experiment metrics match the numbers your data team already reports. That matters to companies with a data team and a warehouse. A marketing team with a website and GA4 rarely needs it, and it adds a dependency on SQL and data engineering. ## How A/B testing tools are priced, and what they cost as traffic grows A/B testing tools meter five different things, and the meter matters more than the entry price. Monthly tested users count each visitor who enters at least one experiment in a month, once; Convert, Mida and Optibase work this way. Monthly active or tracked users count visitors whether or not they're tested: Wingify prices VWO and AB Tasty on monthly active users, and Zoho PageSense and Kameleoon's Starter plan count monthly tracked users. Shoplift counts every store visitor, and Crazy Egg and Webflow Optimize meter page views. Developer platforms meter usage: Statsig bills metered events and PostHog bills feature flag requests. GrowthBook charges per seat, and Otter charges a flat price per project with unlimited visitors. Here's what a site with 100,000 monthly visitors would pay if every visitor entered a test, using prices checked on October 11, 2026 and billed annually unless noted. Otter Starter costs $31/mo ($39 billed monthly) for one site. Convert Growth and Mida Growth each cost $299/mo at 100,000 tested users. Optibase Professional costs $266/mo for up to 120,000 tested users, and Shoplift Advanced costs $299/mo for up to 100,000 store visitors. Webflow Optimize costs $549/mo for its 100,000 page view tier plus a paid Site plan, and 100,000 visitors generate at least that many page views. Crazy Egg Plus costs $99/mo for 150,000 tracked pageviews, which is enough only if visitors average 1.5 tracked pageviews or fewer. Kameleoon's Starter plan, from $495/mo, stops at 50,000 tracked users, so this site would need a custom Enterprise quote, as it would with Wingify, Optimizely and Adobe Target. Developer platforms depend on how much you log. Statsig Pro's $150/mo includes 5 million metered events, which is 50 events per visitor at this traffic, then $0.05 per 1,000. PostHog's free 1 million flag requests a month is 10 requests per visitor, then from $0.0001 per request. GrowthBook Pro costs $40 per seat whatever the traffic, so a team of three pays $120/mo. What changes as you grow is the slope. At 250,000 tested users, Convert Growth costs $560/mo billed annually; Mida charges $599/mo at 200,000 and $899/mo at 300,000; and Webflow Optimize's 250,000 page view tier costs $799/mo billed yearly. Otter still costs $31/mo for one site, or $63/mo on Growth if you test up to five sites. Metered tools also behave differently at the cap: Crazy Egg, Zoho PageSense, Shoplift and Kameleoon pause tests until you upgrade or the period resets, while Convert bills an overage you can switch off. Compare [Otter's plans](https://www.otterab.com/pricing) with the meter that fits your traffic before you sign anything. ## How to choose an A/B testing tool for your team Start with who will build the tests and where the site lives. A marketing team on WordPress, Webflow, Framer or a landing page builder needs a client-side tool with a visual editor, split URL tests and goals that match how it already measures success, often GA4 events. Otter, Convert, VWO, Mida and Crazy Egg fit here, and our guides cover the platform details for [WordPress](https://www.otterab.com/ab-testing/wordpress), [Webflow](https://www.otterab.com/ab-testing/webflow), [Framer](https://www.otterab.com/ab-testing/framer) and [landing pages](https://www.otterab.com/ab-testing/landing-pages). Some site builders now test natively: Webflow Optimize is a paid add-on from $299/mo billed yearly, and Framer's own Convert add-on (no relation to Convert.com) includes up to five A/B tests, though its cookieless identifier resets daily, so it only counts conversions that happen the same day. An online store should judge tests on revenue per visitor, not just conversion rate, because a variant can win more orders at a lower order value. On Shopify, Shopify's own Rollouts can A/B test themes and checkout configurations on the Grow plan and up, but its experiment reports show conversion, add-to-cart and reached-checkout rates rather than revenue or average order value. Shoplift tests themes and templates inside the Theme Editor. Intelligems tests prices, discounts, shipping and checkout offers and reports profit; it starts at $69/mo, and price tests need its Smart Pricing module or the $349/mo Unlimited plan, each with a three-month minimum. Convert includes Shopify price, shipping and theme tests on Growth. Otter runs on Shopify through a theme snippet and reports revenue per visitor from a Custom Pixel, but it has no Shopify app and can't test checkout or the price charged. Our guides to [Shopify A/B testing](https://www.otterab.com/ab-testing/shopify) and [ecommerce A/B testing](https://www.otterab.com/ab-testing/ecommerce) go further. A product or engineering team testing features, onboarding flows or logic inside an app needs feature flags, server-side SDKs and analysis built on product events. GrowthBook, PostHog, Statsig and Amplitude Experiment are built for this, and Optimizely sells it to enterprises. On Next.js, Vercel's Flags marketplace has native integrations for Statsig, PostHog and GrowthBook, so a flag can be evaluated before the page renders. A client-side tool like Otter still works on a [Next.js site](https://www.otterab.com/ab-testing/nextjs) for marketing pages, but it can't test logic that runs on your server. A mobile app needs an SDK inside the app. Firebase A/B Testing is free for Firebase apps, and Statsig, GrowthBook, PostHog, Amplitude and Kameleoon all ship iOS and Android SDKs. Web-only tools, Otter included, can't test native app screens. Large organizations with procurement, SSO and data residency requirements usually shortlist Optimizely, Adobe Target and Wingify's Enterprise plans, all priced through sales. Adobe Target makes most sense if you already run Adobe Analytics or Adobe Experience Platform. For head-to-head detail on the tools you're weighing, our [comparison pages](https://www.otterab.com/compare) set Otter side by side with the main alternatives, row by row. ## Free and low-cost A/B testing tools: what's actually free Free plans exist, but most come with a catch that matters to a website team. Firebase A/B Testing is free for apps, and since September 1, 2026 only Remote Config fetches above 100,000 a day per project cost money. GrowthBook's open-source edition is free to self-host, and its free Cloud Starter plan allows 3 users and 1 project with unlimited traffic, but it leaves out the visual editor and split URL tests. PostHog gives every account 1 million feature flag requests a month, which cover experiments, though its no-code editor is still in beta. Statsig's free Developer tier includes 2 million metered events and 50,000 session replays a month, and Amplitude's free plan includes 2 million events and one active web experiment, though Amplitude reserves its Experiment Results chart for the paid Growth and Enterprise plans. Statsig's pricing was unchanged when we checked, but now that Amplitude owns it, expect changes as the two products are integrated. For websites, Mida's free Sandbox covers up to 100,000 tested users a month but allows 2 live tests, 2 goals and one challenger per test, with 60-day data retention. Optibase's free plan covers 10,000 tested users with one active test. Crazy Egg and Zoho PageSense have permanent free plans, but neither includes A/B testing. Optimizely's free Feature Flagging account allows one concurrent experiment on flags and no web testing. Otter doesn't have a free plan. It has a 14-day free trial with no credit card, after which Starter costs $39/mo, or $31/mo billed annually. The cheapest paid plans with A/B testing on this list are Zoho PageSense Enterprise at $29.42/mo billed annually for 10,000 tracked users, Otter Starter at $31/mo with no visitor cap, Optibase Basic at $66/mo for 20,000 tested users and Shoplift Core at $74/mo for up to 50,000 store visitors. Otter's [free A/B testing calculators](https://www.otterab.com/free-tools) cost nothing, but the testing product itself is paid. ## What happened to Google Optimize, and why VWO and AB Tasty are now Wingify Google shut down Optimize and Optimize 360 on September 30, 2023, and any experiments still running that day ended. GA4 has no built-in A/B testing. Google said it would invest in third-party testing integrations with Google Analytics, naming AB Tasty, Optimizely and VWO, and made its APIs public so any testing tool could connect. Our [Google Optimize alternatives page](https://www.otterab.com/compare/google-optimize) maps what Optimize did to what's available now. Two of those three partners are now one company. VWO and AB Tasty announced they were joining forces on January 20, 2026 and launched the combined Wingify brand in September 2026, reporting more than $105 million in revenue, 4,000 customers, 700 employees and 11 offices. Everstone Capital took a majority stake in Wingify in 2025. Both vwo.com and abtasty.com now redirect to wingify.com. For buyers, the products haven't merged yet. Wingify says VWO and AB Tasty each still run as their own suite while engineering converges over the coming quarters, and that contracts and pricing are unchanged for existing customers. New buyers see one Wingify pricing page with no published prices, custom proposals and pricing based on monthly active users. If you're evaluating either, ask which platform you'll be on in two years and how your experiment history will move. Our [VWO comparison](https://www.otterab.com/compare/vwo) and [AB Tasty comparison](https://www.otterab.com/compare/ab-tasty) go row by row. Consolidation is happening among developer tools too: Statsig went from independent to OpenAI (announced September 2, 2025) to Amplitude (May 5, 2026) in eight months. An owner change can bring a new roadmap, pricing model or data policy, so check contract terms and how you'd export your data before you commit to any tool on this list. ## A/B testing and SEO: what Google recommends Google's guidance on [website testing](https://developers.google.com/search/docs/crawling-indexing/website-testing) says small changes such as button size, color, placement or call-to-action text often have little or no effect on a page's ranking or search snippet. Most A/B tests don't put rankings at risk. Problems come from how a test is set up, and the guidance boils down to four rules. Don't cloak: never show Googlebot a different set of URLs from the ones people see, whether through server logic, robots.txt or anything else. For split URL tests, put a rel=canonical tag on each variant URL pointing at the original, and prefer it to a noindex tag, which Google says can have unexpected bad effects. When you redirect visitors from the original to a variant, use a temporary 302 redirect rather than a permanent 301; Google says JavaScript-based redirects are also fine. And run each experiment only as long as you need to: once it ends, ship the winner and remove the alternate URLs and testing scripts, because Google says an experiment left running for an unnecessarily long time may be interpreted as an attempt to deceive search engines. Two practical notes. Googlebot generally doesn't support cookies, so in a cookie-based test it sees the version served to browsers that don't accept cookies, usually the original. And browser-based tools, Otter included, redirect with JavaScript, which fits Google's guidance. Whatever tool you use, check that each variant page carries a canonical tag pointing at the original before the test starts; on most sites that's a setting in your CMS. ## Do A/B testing tools slow down your site? Any client-side tool adds a script that has to load before visitors see the right version, so compare tools on script weight, how they handle flicker, and where you install them. Vendors publish different figures: Otter's SDK is about 32 KB gzipped, Mida says its script is 15 KB compressed, and Convert's FAQ gives 93 KB gzipped at baseline, rising with active experiments. Crazy Egg doesn't publish a size. Flicker is the flash of the original page before a variant appears. Otter's built-in anti-flicker hides the page until test settings load, with a 3-second failsafe so a slow connection never leaves the page blank for long. Convert loads synchronously by default with a body-hide step, Crazy Egg supplies a test-specific flicker snippet through support, and Optibase asks you to keep only the main variant visible by default. Unbounce says testing built into its own page builder avoids the delay because there's no separate testing script. Install the snippet directly in the page head rather than through Google Tag Manager, which loads late and makes variants flash; Otter's documentation, Convert's and Crazy Egg's all say so. If any visible delay is unacceptable on a page, test it with a server-side tool such as GrowthBook, Statsig or PostHog, where the server sends only the assigned version. ## How much traffic you need before A/B testing pays off The sample a test needs depends on your baseline conversion rate and the smallest lift worth detecting. At a 3% conversion rate, detecting a 20% relative lift (from 3.0% to 3.6%) at 95% significance and 80% power takes about 13,900 visitors per variant, or roughly 27,800 for a simple A/B test. At a 2% baseline the same lift needs about 21,100 per variant. Run your own numbers in the [sample size calculator](https://www.otterab.com/free-tools/sample-size-calculator). Time is the other constraint. A site with 1,000 visitors a day needs about four weeks for that 3% example, and a site with 100,000 visitors a month needs under two weeks. Run tests for at least one or two full weeks anyway, so weekday and weekend behavior both count: Shoplift's guideline is at least 10,000 visitors per variant and 14 days, Unbounce suggests about two weeks, and Firebase recommends at least two weeks for a typical experiment. The [test duration calculator](https://www.otterab.com/free-tools/duration-calculator) turns your daily traffic into days. If the numbers come out at months, change the test rather than the tool. Test bigger changes that could plausibly move conversion by 20% or more, test on your highest-traffic pages, or use a goal earlier in the funnel, such as add-to-cart instead of purchase. The [minimum detectable effect calculator](https://www.otterab.com/free-tools/mde-calculator) shows the smallest lift your traffic can detect, and Otter's launch check warns when a test's estimated duration runs past eight weeks. Convert itself says its platform may not be worth it for low-traffic sites, and that applies to every paid tool on this list. ## How we compared We started from the tools that rank for A/B testing searches and the categories Google groups them into, then kept 16 that a team can buy and use today. Otter is listed first because this is our guide. The rest are ordered by how useful each is to a typical website team: general web testing tools first, then specialists for landing pages, Shopify and Webflow, then developer platforms, an enterprise suite and a mobile-only tool. To keep the list to 16, Kameleoon, Intelligems and Webflow Optimize appear in the guidance sections instead of as separate cards. Every price and plan limit comes from the vendor's own pricing page, checked on October 11, 2026, in US dollars. Where a vendor publishes monthly and annual prices, we give both or say which one we quote. Where a page loads its prices with JavaScript, we read the vendor's own pricing data: Convert's tested-user slider, Mida's price map, Zoho PageSense's pricing file and Webflow's plan data. Where a vendor publishes nothing, as with Wingify, Optimizely and Adobe Target, we say so, and the only figures we add are Vendr contract estimates, labeled as third-party. Figures we worked out ourselves, such as the per-visitor allowances in the 100,000-visitor example, show their inputs. Capabilities come from vendor documentation and pricing tables, not review sites. Where a vendor's own pages disagree, we say which we used: Firebase's concepts page says frequentist while an older messaging guide uses Bayesian wording, Shoplift's website and its App Store listing show different Pro prices, and Optibase's page title says $69/mo while the page itself shows $79. For Otter, every claim traces to the product's code, and we list what Otter doesn't do, including feature flags, server-side and mobile SDKs, heatmaps and a free plan. Prices were checked on October 11, 2026 on each vendor's own pricing page, in US dollars, with third-party figures such as Vendr's contract estimates labeled as estimates; vendors change prices and plan limits often, so confirm on the vendor's site before you buy. ## Try Otter free for 14 days No credit card required. No visitor limits. Set up in under 5 minutes. - [Start Free Trial](https://www.otterab.com/signup) - [View Pricing](https://www.otterab.com/pricing) ## Frequently asked questions ### What is the best A/B testing tool? It depends on who runs the tests and how you want to pay. For a marketing site or store that wants flat pricing and revenue per variant, Otter fits. Convert suits teams that want a broad toolkit at published prices, VWO and Optimizely suit larger companies buying through sales, Shoplift suits Shopify theme tests, GrowthBook, PostHog and Statsig suit product engineers, and Firebase suits mobile apps. Otter makes Otter, so weigh our pick accordingly. ### What is the best free A/B testing tool? For websites, Mida's free Sandbox plan is the most generous, covering up to 100,000 tested users a month, but it allows only 2 live tests and one challenger per test. Optibase's free plan covers 10,000 tested users and one test. For developers, GrowthBook is free to self-host and PostHog includes 1 million flag requests a month. For mobile apps, Firebase A/B Testing is free. Otter has a 14-day free trial, not a free plan. ### How much does A/B testing software cost? On October 11, 2026, published prices ran from free tiers to about $300 a month for 100,000 tested users. Otter costs $39 a month flat, or $31 billed annually, with unlimited visitors. Convert and Mida both charge $299 a month billed annually at 100,000 tested users. Wingify (VWO and AB Tasty), Optimizely and Adobe Target don't publish prices; Vendr's third-party estimate puts Optimizely's median contract at $81,447 a year. ### What's the difference between A/B testing tools and CRO tools? A/B testing tools prove whether a change works: they split traffic between versions and run a statistical test. Conversion rate optimization tools are the wider category, which also includes analytics, heatmaps, session recordings, surveys and landing page builders that help you decide what to test. Some products do both, such as Crazy Egg and Zoho PageSense. Otter is a testing tool only, with no heatmaps, recordings or surveys, so most teams pair it with a research tool. ### Do A/B testing tools slow down my site? Client-side tools add a script that must load before visitors see their version, so there is some cost. Script sizes vary: Otter's is about 32 KB gzipped, Mida says 15 KB and Convert says 93 KB at baseline. Install the snippet in the page head rather than through a tag manager to limit flicker. Otter hides the page until test settings load, with a 3-second failsafe. Server-side tools avoid the delay but need developers. ### Does A/B testing hurt SEO? Not if you follow Google's guidance. Google says small changes rarely affect rankings. For split URL tests, add a rel=canonical tag on each variant pointing at the original, use a temporary 302 redirect or a JavaScript redirect rather than a permanent 301, never show Googlebot different URLs from the ones visitors see, and remove the test promptly when it ends. Leaving an experiment running far longer than needed can look like an attempt to deceive search engines. ### What replaced Google Optimize? Nothing from Google. Optimize and Optimize 360 shut down on September 30, 2023, and GA4 has no built-in A/B testing. Google pointed users to third-party tools that integrate with Google Analytics, naming AB Tasty, Optimizely and VWO, and two of those, AB Tasty and VWO, have since merged into Wingify. Tools that can use GA4 events as test goals, such as Otter, Convert and Crazy Egg, come closest to the way Optimize worked. ### Are VWO and AB Tasty the same company now? Yes. VWO and AB Tasty announced their merger on January 20, 2026 and launched the combined company as Wingify in September 2026, and vwo.com and abtasty.com now redirect to wingify.com. The two products still run as separate suites while engineering converges, and Wingify says existing contracts and pricing are unchanged. New customers get custom proposals priced on monthly active users, with no published prices. ### Which A/B testing tool is best for Shopify? Shoplift is the simplest for theme and template tests built in Shopify's Theme Editor, from $74 a month billed annually. Intelligems is the pick for testing prices, shipping and checkout offers judged on profit. Shopify's own Rollouts can test themes on the Grow plan and up, though its experiment reports leave out revenue. Otter works on Shopify through a theme snippet and reports revenue per visitor, but it has no Shopify app and can't test checkout or prices. ### Which A/B testing tool is best for developers? Developers testing features and server logic want feature flags, server-side SDKs and warehouse access. GrowthBook is open source, warehouse-native and priced per seat. PostHog bundles experiments with analytics, session replay and flags, with a large free tier. Statsig, now owned by Amplitude, has one of the deepest statistics toolkits, including sequential testing and CUPED. Optimizely suits enterprises. Browser-only tools such as Otter are better suited to marketing pages than to app logic. ### Can I A/B test without coding? Yes. Most web testing tools include a visual editor that changes text, images, links and styles on your live page, and a split URL test only needs two page addresses. Otter, VWO, Convert, Crazy Egg, Mida and Zoho PageSense work this way after a one-time script install. Shoplift uses Shopify's Theme Editor, and Optibase works inside the Webflow Designer. Developer platforms such as GrowthBook and Statsig usually need code for anything beyond simple web changes. ### How long should an A/B test run? Until it reaches the sample size you planned, and for at least one or two full weeks so weekday and weekend visitors both count. At a 3% conversion rate, detecting a 20% relative lift takes about 13,900 visitors per variant at 95% significance and 80% power. Vendor guidance sets a similar floor: Shoplift suggests 14 days and 10,000 visitors per variant, and Unbounce and Firebase suggest about two weeks. Don't stop early because a result looks good. ### Is split testing software the same as A/B testing software? Mostly. Split testing and A/B testing both mean dividing traffic between versions and comparing the results, and vendors use the terms interchangeably. Split URL testing is the specific case where each version lives at its own address and visitors are redirected, which suits full redesigns or a new landing page. Otter, VWO, Convert, Crazy Egg, Mida, Zoho PageSense, Optibase and Shoplift all offer split URL tests alongside on-page changes. ### What is an experimentation platform? It's A/B testing software built to run many tests across a product, usually with feature flags, server-side SDKs, shared metrics and a statistics engine that every team uses. Optimizely, Statsig, GrowthBook, Amplitude Experiment and Kameleoon sell themselves this way. Website-focused tools such as Otter, Crazy Egg and Mida also run experiments, but they concentrate on testing pages through a script and visual editor rather than testing product code. --- Canonical page: https://www.otterab.com/ab-testing-tools