Best A/B testing tools in 2026 (19 compared)

Good

• Sequential Stats Engine lets you check results while a test runs without a sample size calculation up front.
• Website tests in a visual editor and server-side feature tests through SDKs, in one platform.

Watch out for

• No published prices. You need a sales conversation to get a number.
• Revenue tracking needs a code call on your confirmation page (order value in cents) or the Optimizely Data Platform app on Shopify. There's no direct Stripe or payment processor connection listed.

Good

• Point-and-click visual editor plus a code editor, with unlimited experiments, variations and metrics on every plan.
• Bayesian reports by default, with sequential and fixed-horizon options, guardrail metrics and sample ratio mismatch checks.

Watch out for

• No published prices. Quotes depend on monthly active users, products, plans and implementation scope.
• Revenue goals need a JavaScript snippet on your thank-you page. The Shopify integration sends which variation a visitor saw, not revenue.

Good

• The Shopify app pulls transactions natively, with no transaction tag, and reports transaction rate, average basket and items per transaction.
• Evi Content edits variations from plain-language prompts in the visual editor, and Evi Ideas suggests tests from a page screenshot.

Watch out for

• No published prices. New quotes now come through Wingify.
• Order value and revenue are tested with a Mann-Whitney U test, which says whether the value went up or down but gives no confidence interval.

Good

• A published starting price ($495 a month) and a 30-day free trial with no credit card.
• PBX builds variants from plain-language prompts, and PBX Ideate scans a page and suggests ranked test ideas.

Watch out for

• Starter is capped at 10 experiments and 50,000 tracked users a month, and experiments stop when you hit the traffic quota.
• Starter covers one project. Feature flags, mobile app testing, personalization and the code editor sit in Enterprise.

Good

• Published prices and a 15-day free trial with no credit card.
• Frequentist and Bayesian stats on every plan, and you can read the same test either way. Sequential testing on Pro.

Watch out for

• The entry price is $299 a month billed annually, or $399 month to month, which is a lot for a small site.
• Full-stack testing, multivariate tests and sequential testing need Pro, at $420 a month or more.

Good

• Variations are built in the same Webflow Designer as the site, with no separate tool to learn.
• One add-on covers A/B/n tests, rules-based personalization and AI Optimize, which serves each visitor the variation most likely to convert them.

Watch out for

• Starts at $299 a month billed yearly for 25,000 page views, plus a paid site plan.
• Webflow's help center says site add-ons, including Optimize, aren't available on Starter or Ecommerce site plans.

Good

• AI writes the copy, builds the UI code and makes on-brand images for each variant, so a team without spare designers or developers can still ship tests.
• Nothing goes live without your approval. Coframe says each variant takes one click to approve.

Watch out for

• No published pricing. You need a demo to get a number.
• Its public write-ups describe optimizing a goal you set, such as conversion rate or click-through rate. Its site doesn't list integrations with payment tools like Stripe or Paddle.

Good

• Heatmaps, session recordings, surveys, funnels, error tracking and A/B testing under one subscription.
• Each test variant can get its own heatmap and recordings, so you see why a version won, not only that it did.

Watch out for

• A/B testing starts on Plus at $99 a month, and every paid plan is billed annually.
• Tests are judged on clicks, page visits, form submissions, pixel events or custom events. Shopify and Magento are install integrations, not revenue sources.

Good

• Feature flags, experiments, product analytics and session replay come in one platform, on every plan including the free one.
• Flag and config checks are unlimited on every plan, so you only pay for metered events.

Watch out for

• Ownership changed twice in eight months. OpenAI bought Statsig in September 2025, then Amplitude took over the product and customers in May 2026 while the original team stayed at OpenAI.
• No native Stripe connector. Revenue has to arrive as logged events, warehouse imports or RevenueCat webhooks.

Good

• Open source. You can self-host the core product for free with unlimited users.
• Seat-based pricing with unlimited traffic, so the bill doesn't rise with visitors.

Watch out for

• At $40 per seat, a 10-person team on Pro pays $400 a month.
• No native Stripe connector. Revenue metrics come from SQL over your warehouse or events you send to the managed warehouse.

Good

• Experiments use the same events, cohorts and person data as PostHog analytics, so there's no second tracking setup.
• A large free tier of 1M flag requests and 1M events a month, with a billing limit per product.

Watch out for

• No-code web experiments are in beta, and PostHog warns that React, Vue or Angular apps can overwrite the changes.
• Every experiment is backed by a feature flag your code has to check, so most tests need an engineer.

Good

• Experiments run on the same flags you use for releases, so shipping a winner is a flag change.
• The free Developer plan includes 100K experimentation MAU a month and unlimited seats.

Watch out for

• No visual editor. LaunchDarkly argues against WYSIWYG testing tools, so every variant is built in code behind a flag.
• Experimentation MAU counts every eligible user your SDKs evaluate in a month, whether or not they entered an experiment.

Good

• Experiments use the same events, cohorts and identity resolution as Amplitude analytics.
• It covers both kinds of test, with Feature Experimentation for code-based tests on client or server and Web Experimentation for point-and-click edits.

Watch out for

• Tight experiment caps. Free and Plus allow 1 active feature and 1 active web experiment, and Growth and Enterprise allow 2 of each without an add-on.
• Growth, Enterprise and add-on prices aren't published. Add-ons are priced as a percentage of your platform plan.

Good

• Warehouse native. Results come from SQL models over your Snowflake, BigQuery, Redshift or Databricks tables, so they match the numbers your data team already reports.
• Sequential, fixed-sample and Bayesian analysis, with CUPED++ variance reduction and automatic sample ratio mismatch checks.

Watch out for

• Expensive for small teams. One experiment a month costs $450 on an annual plan.
• No point-and-click page editor. Variants are built in code, set through JSON flags, or edited in Contentful through its integration.

Good

• Tests real product prices, subscription prices, discounts, shipping rates and thresholds, which page-level testing tools generally don't touch.
• Scores every test on profit per visitor, after cost of goods, discounts and shipping.

Watch out for

• Shopify only, per its own FAQ.
• Price testing is the priciest module ($369/month at the smallest tier) and has a 3-month minimum.

Good

• Variants are real Shopify templates or themes edited in the Theme Editor, so there's no new page builder to learn.
• Reports revenue per visitor, order value and conversion rate from Shopify order data, including orders placed days later on a return visit.

Watch out for

• Shopify only, and headless storefronts built with Hydrogen or Next.js aren't supported.
• Price testing, Lift Assist and advanced segmentation need Advanced, from $399/month or $299 billed annually.

Good

• Change and test paywalls remotely, with no app release or store review.
• No-code paywall editor, plus an AI chat builder that builds and edits paywalls from a description.

Watch out for

• Built around the paywall. It doesn't test your marketing site, pricing page or ads.
• Past $10k a month, the 1% fee grows with paywall revenue, so the bill scales with success rather than with how many tests you run.

Good

• Experiments is included on every plan, even the free tier under $2,500 in monthly tracked revenue.
• Results follow revenue over time. Realized LTV per customer keeps updating for 400 days after a test stops, and a predicted 12-month LTV winner appears once there's enough data.

Watch out for

• Experiments needs Offerings and a dynamic paywall that shows the current Offering, so first-time setup takes engineering work.
• Past $2,500, the fee is a share of all tracked revenue, so the bill grows with the app rather than with how many tests you run.

Good

• Builder, hosting, forms and A/B testing in one tool, so a marketer can ship a new variant without a developer.
• Unlimited A/B tests and variants on the Experiment plan and above.

Watch out for

• Tests only run on pages built in Unbounce, not on your main site, store, checkout or app.
• A/B testing needs the $149/month Experiment plan. Starter and Build don't include it.