Best A/B Testing Software for 2026: 8 tools compared for buyers
This page answers a simple question for buyers: which A/B testing software fits your team, your site and your way of working. The tools below range from visual editors that marketers can run alone to developer platforms built around feature flags and event data. They suit CRO teams, agencies, product groups and anyone who wants proof before a change goes live.
We compared each tool on fit for different teams, the kinds of experiments it runs, how easy it is to start, and how clearly the vendor publishes its pricing. Each listing also shows what the vendor states about security, admin controls and contract terms, so IT and procurement can screen options early.
Our shortlist at a glance
- Best for consolidating web experimentation
WingifyIts best-fit list names enterprises combining web experimentation and personalization, with a visual and code editor, approval workflows and SSO on Enterprise.
Contact sales - Best for enterprise marketing programs
Optimizely Web ExperimentationBuilt for enterprise marketing teams coordinating web experiments, with audience targeting, an overlay-based visual editor, and primary and secondary metrics on every experiment.
Contact sales - Best for agencies managing many client sites
Convert ExperiencesGrowth includes five active projects and Pro includes thirty, with published tier prices and a Frankfurt data location on all plans, which suits multi-site CRO work.
$299/month billed annually on Growth at 100,000 tested users/month - Best for product teams releasing behind flags
StatsigIt pairs experiments with feature flags and event scorecards, offers Bayesian and frequentist methods, and adds change reviews on Pro and SSO on Enterprise.
Free Developer tier; Pro $150/month including 5 million events - Best for data teams that own a warehouse
GrowthBookIt runs on a bring-your-own or managed warehouse, offers cloud or self-hosted deployment, and lists SOC 2 Type II and ISO 27001 as security credentials.
Free Starter; Pro $40 per seat per month - Best for small website teams in the Zoho ecosystem
Zoho PageSenseAimed at small website teams already using Zoho tools, it bundles analytics and experiments, though A/B tests start on the Enterprise tier rather than the free plan.
Forever Free plan; paid plans billed by tracked users
What is A/B testing software?
A/B testing software splits eligible visitors or users between a control and one or more variations, then measures which version does better against goals you define, such as signups, purchases or clicks. Day to day, teams use it to edit a page or product flow, set the audience and traffic share, pick metrics, and read the results. Marketers, CRO specialists, product managers and engineers all use it. The core capabilities are variation building, targeting, traffic allocation, statistical analysis, and a connection to the analytics or data store that holds outcomes.
A/B Testing Software side by side
| Tool | Best for | Starting price | Free plan or trial |
|---|---|---|---|
| Wingify | Best for consolidating web experimentation. | Contact sales | No |
| Optimizely Web Experimentation | Best for enterprise marketing programs. | Contact sales | No |
| Convert Experiences | Best for agencies managing many client sites. | $299/month billed annually on Growth at 100,000 tested users/month | Free trial |
| Statsig | Best for product teams releasing behind flags. | Free Developer tier; Pro $150/month including 5 million events | Free plan |
| GrowthBook | Best for data teams that own a warehouse. | Free Starter; Pro $40 per seat per month | Free plan |
| Zoho PageSense | Best for small website teams in the Zoho ecosystem. | Forever Free plan; paid plans billed by tracked users | Free plan, Free trial |
 Kameleoon | CRO teams needing visual tests and developer collaboration. | PBX Starter from $495/month with 10 experiments and 50,000 monthly tracked users; Enterprise custom | Free trial |
 PostHog | Engineering-led SaaS teams owning instrumentation. | Free 1 million analytics events per month; pay-as-you-go above allowance | Free plan |
Prices as published by each vendor on November 1, 2026. "Contact sales" means the vendor publishes no price.
The 8 A/B testing software tools in detail
Best for consolidating web experimentation
Wingify
An experimentation and digital experience platform unifying the VWO and AB Tasty portfolios under one parent brand.
Wingify is the parent brand that now unites the VWO and AB Tasty portfolios. It offers A/B, split URL and multivariate tests with a visual and code editor, and its Pro tier adds guardrail metrics and sample ratio mismatch detection.
- Best for
- Enterprises consolidating web experimentation and personalization.
- Company size
- Midmarket to enterprise.
Key features
- Experiment types
- A/B, split URL and multivariate testing.
- Visual editing
- WYSIWYG and code editor on Growth.
- Analysis method
- Guardrail metrics and SRM detection from Pro.
- Billable usage meter
- Quote by scope; no USD amount shown.
Best for
- Enterprises consolidating web experimentation and personalization.
- Teams that need a visual editor plus controlled rollouts.
Not ideal for
- Buyers who require an immediately published USD list price.
- Teams expecting VWO and AB Tasty to remain independent vendors.
Pricing: Contact sales
Best for enterprise marketing programs
Optimizely Web Experimentation
A web experimentation product with audience targeting, a visual editor and primary and secondary outcome metrics.
Optimizely Web Experimentation is a web testing product for midmarket and enterprise teams. It covers A/B and redirect experiments, audience targeting, an overlay-based visual editor with custom code, and primary and secondary metrics.
- Best for
- Enterprise marketing teams coordinating web experiments.
- Company size
- Midmarket to enterprise.
Key features
- Experiment types
- Web A/B and redirect experiments.
- Visual editing
- Overlay-based visual editor and custom code.
- Analysis method
- Primary and secondary experiment metrics.
- Billable usage meter
- No confirmed public USD rate.
Best for
- Enterprise marketing teams coordinating web experiments.
- Teams that need audience controls and experiment scorecards.
Not ideal for
- Small buyers requiring a transparent entry-level list price.
- Teams without capacity to validate tracking code and event tracking.
Pricing: Contact sales
Best for agencies managing many client sites
Convert Experiences
A web experimentation suite priced by monthly tested users with published Growth and Pro tiers.
Convert Experiences is a web experimentation suite with A/B, split URL, multivariate and full-stack tests, plus a visual editor and custom code. It targets CRO teams and agencies, and it meters usage by monthly tested users.
- Best for
- CRO agencies serving several sites.
- Company size
- Small to mid-sized CRO teams and agencies.
Key features
- Experiment types
- A/B, split URL, multivariate and full-stack.
- Visual editing
- Visual editor and custom code.
- Analysis method
- Experiment reports and goals.
- Billable usage meter
- Monthly tested users, not all site visitors.
Pros
- Reviewers describe responsive support and approachable setup.
Cons
- Reviewers mention the price relative to simpler tools.
Pricing: $299/month billed annually on Growth at 100,000 tested users/month · Free trial
Best for product teams releasing behind flags
Statsig
A product experimentation and analytics platform with event-based pricing, feature flags and experiment scorecards.
Statsig is a product experimentation and analytics platform with feature flags, A/B/n and multivariate experiments, and scorecards. Product and engineering teams use it with SDK events, and it offers both Bayesian and frequentist methods.
- Best for
- Product teams shipping behind feature flags.
- Company size
- Product and engineering teams.
Key features
- Experiment types
- A/B/n and multivariate experiments.
- Visual editing
- No-code experiment option listed.
- Analysis method
- Bayesian and frequentist methods.
- Billable usage meter
- Metered events; Pro overage $0.05 per 1,000.
Best for
- Product teams shipping behind feature flags.
- Engineering groups tracking event volumes and experiment outcomes.
Not ideal for
- Marketing-only teams seeking a stand-alone point-and-click website editor.
- Buyers who cannot instrument experiment events.
Pricing: Free Developer tier; Pro $150/month including 5 million events · Free plan
Best for data teams that own a warehouse
GrowthBook
A warehouse-native experimentation and feature flag platform with free cloud and self-hosted options.
GrowthBook is a warehouse-native experimentation and feature flag platform available as free cloud or self-hosted software. It suits data and engineering teams, and it supports unlimited experiments with results computed on your own warehouse.
- Best for
- Data teams with warehouse access.
- Company size
- Data and engineering teams.
Key features
- Experiment types
- Unlimited experiments and feature flags.
- Visual editing
- AI Visual Editor on Pro.
- Analysis method
- Advanced statistical tools on Pro.
- Billable usage meter
- Seat pricing; managed warehouse overages possible.
Pros
- Reviewers mention warehouse flexibility and open-source deployment.
Cons
- Reviewers describe documentation and setup learning curves.
Pricing: Free Starter; Pro $40 per seat per month · Free plan
Best for small website teams in the Zoho ecosystem
Zoho PageSense
A website optimization product whose Enterprise tier includes A/B tests, split URL tests and personalization.
Zoho PageSense is a website optimization product that combines analytics with experiments. A/B, split URL and full-stack tests arrive on the Enterprise tier, and the product fits small website teams that already work in Zoho.
- Best for
- Small website teams already using Zoho tools.
- Company size
- Small and growing website teams.
Key features
- Experiment types
- A/B, split URL and full-stack tests on Enterprise.
- Visual editing
- Experiment design features in Enterprise.
- Analysis method
- Goals and reporting.
- Billable usage meter
- Tracked visitors; plan-dependent allowance.
Pros
- Reviewers mention approachable heatmaps and recordings.
Cons
- Reviewers mention delays in support or data interpretation.
Pricing: Forever Free plan; paid plans billed by tracked users · Free plan, Free trial
Kameleoon
A web and product experimentation platform that combines visual test creation with developer-oriented experiment controls.
Kameleoon combines visual test creation with developer-oriented experiment controls for web tests and feature experimentation. It offers AI-assisted variant creation and aims at midmarket and enterprise experimentation teams that want marketers and developers to collaborate.
- Best for
- CRO teams needing visual tests and developer collaboration.
- Company size
- Midmarket and enterprise experimentation teams.
Key features
- Experiment types
- Web tests and feature experimentation.
- Visual editing
- AI-assisted variant creation.
- Analysis method
- Metrics and targeting configured per experiment.
- Billable usage meter
- Tested visitors and experiment scope; confirm in quote.
Pros
- Reviewers describe flexible experiments and helpful support.
Cons
- Reviewers report a learning curve and integration documentation friction.
Pricing: PBX Starter from $495/month with 10 experiments and 50,000 monthly tracked users; Enterprise custom · Free trial
PostHog
Developer-oriented product analytics and experimentation suite with usage billing and separate allowances for each product.
PostHog is a developer-oriented suite that puts product analytics, session replay, feature flags and experiments in one place. Experiments cover A/B/n tests and holdouts, run through code and SDKs, and share the feature flag usage meter.
- Best for
- Engineering-led SaaS teams owning instrumentation.
- Company size
- Product teams and developers.
Key features
- Experiment types
- A/B/n, holdouts and feature experiments.
- Visual editing
- Code and SDK-driven experiments.
- Analysis method
- Bayesian and frequentist options.
- Billable usage meter
- Flag requests; usage-based after free allowance.
Pros
- Reviewers value the combined analytics and replay workflows.
Cons
- Reviewers describe a steep initial setup for less technical users.
Pricing: Free 1 million analytics events per month; pay-as-you-go above allowance · Free plan
What to look for in A/B testing software
Start with who will build and launch tests, because that decides whether you need a visual editor or code-first SDKs. Then check which experiment types you need, how results are calculated, and where exposure and outcome data lives. Finally, look at how usage is metered and what controls reviewers and admins get. The criteria below show what separates strong tools from weak ones, with a prompt for each that you can test in a demo.
Pricing model
Vendors charge by tested users, tracked users, events, flag requests or seats, and each choice produces a different cost curve as traffic grows. Convert uses monthly tested user tiers, GrowthBook charges per seat, and Statsig and PostHog meter events or flag requests. Ask for a cost estimate at your expected volume and at double that volume.
- Wingify: Quote-based Growth, Pro and Enterprise.
- Optimizely Web Experimentation: Quote requested; public USD rate not observed.
- Convert Experiences: Growth from $299/month annual at 100K tested users.
- Statsig: Free Developer; Pro $150/month.
- GrowthBook: Free Starter; Pro $40 per seat/month.
Best-fit organization
A marketing-led team needs a different setup from a product engineering team, and tools are built with one of them in mind. Some suit small website teams or agencies, while others target midmarket and enterprise programs or developers. Check that the vendor's typical customer looks like your own team, and ask who does the daily work after launch.
- Wingify: Midmarket to enterprise.
- Optimizely Web Experimentation: Midmarket to enterprise.
- Convert Experiences: Small to mid-sized CRO teams and agencies.
- Statsig: Product and engineering teams.
- GrowthBook: Data and engineering teams.
Experiment types
Web A/B tests are the baseline, but you may also need split URL or redirect tests, multivariate tests, feature experiments or full-stack tests. Each type needs different delivery and data. A strong tool covers the types you plan to run in the next year without a second product. Ask the vendor to demo your most complex planned test.
- Wingify: A/B, split URL and multivariate testing.
- Optimizely Web Experimentation: Web A/B and redirect experiments.
- Convert Experiences: A/B, split URL, multivariate and full-stack.
- Statsig: A/B/n and multivariate experiments.
- GrowthBook: Unlimited experiments and feature flags.
Visual editing
A visual editor lets nontechnical staff change a page without waiting for a release. Strong editors also allow custom code for cases the point-and-click tools cannot handle. Weak ones force every change through developers, or break on dynamic pages. During a demo, have a marketer build a real variation and check how the page renders.
- Wingify: WYSIWYG and code editor on Growth.
- Optimizely Web Experimentation: Overlay-based visual editor and custom code.
- Convert Experiences: Visual editor and custom code.
- Statsig: No-code experiment option listed.
- GrowthBook: AI Visual Editor on Pro.
Analysis method
The statistical method determines how reliable your decisions are. Look for clear support for Bayesian or frequentist analysis, primary and secondary metrics, and safeguards such as guardrail metrics or sample ratio mismatch detection. Weak tools show a winner without explaining the method. Ask how the tool handles stopping a test early or changing traffic allocation mid-run.
- Wingify: Guardrail metrics and SRM detection from Pro.
- Optimizely Web Experimentation: Primary and secondary experiment metrics.
- Convert Experiences: Experiment reports and goals.
- Statsig: Bayesian and frequentist methods.
- GrowthBook: Advanced statistical tools on Pro.
Billable usage meter
The billable unit is rarely the same as a site visit. It may be a tested user, a tracked visitor, an event or a flag request, and each counts differently. Confirm what triggers a count, what happens at the limit, and whether overage packets or per-event charges apply. Ask for a written definition before you compare quotes.
- Wingify: Quote by scope; no USD amount shown.
- Optimizely Web Experimentation: No confirmed public USD rate.
- Convert Experiences: Monthly tested users, not all site visitors.
- Statsig: Metered events; Pro overage $0.05 per 1,000.
- GrowthBook: Seat pricing; managed warehouse overages possible.
Approval and access controls
Governance covers who can start, edit and approve a live experiment, plus how access and activity are controlled. Features such as approval workflows, change reviews, SSO, SCIM and audit logs often sit on higher tiers. Weak controls let anyone change production. Check which of these you need and confirm they are in the plan you would buy.
- Wingify: Approval workflow and SSO on Enterprise.
- Optimizely Web Experimentation: Audience targeting and experiment configuration.
- Convert Experiences: Growth 5 projects; Pro 30 projects.
- Statsig: Change reviews on Pro; SSO on Enterprise.
- GrowthBook: SSO, SCIM and audit logs on Enterprise.
Analytics and data connection
An experiment is only useful if exposure and outcome data reach the place where your team trusts them. Some tools use their own tracking, some connect to analytics products, and some read from your data warehouse. Ask where raw exposure data is stored, how events are defined, and how long setup and event checks usually take.
- Wingify: Platform Data360 and integrations.
- Optimizely Web Experimentation: Tracking code and event metrics setup.
- Convert Experiences: Google Analytics integration mentioned in docs.
- Statsig: SDK events and exposures.
- GrowthBook: Bring your own or managed warehouse.
Buying A/B testing software: security, admin and vendor checks
Once a tool fits the team, the purchase depends on what the vendor commits to in writing: single sign-on, user provisioning, audit logs, where data lives and the contract. The checks below use each vendor's public pages, so a blank means "ask", not "no".
- Try before you buy
- 6 of 8
- Publish SAML SSO
- 4 of 8
- Publish SCIM provisioning
- 1 of 8
- Publish a DPA
- 0 of 8
2 free trials, 4 free plans
ask the rest in writing
GrowthBook
request it before signing
Must-haves and what each vendor publishes
A blank is not a no, but it is work for your security review. GrowthBook publishes the most (3 of 5); Optimizely Web Experimentation and Zoho PageSense publish none of these controls, so every question goes to their sales team. Tick what your team requires; vendors that drop out show why.
All 8 vendors shown. Tick a must-have to filter. ● published with the plan, ◐ mentioned without plan or details, ○ not on the vendor's public pages.
| Vendor | SAML SSO | SCIM | Audit logs | Data residency | DPA |
|---|---|---|---|---|---|
| GrowthBook3 of 5 published | ● PublishedEnterprise | ● PublishedEnterprise | ● PublishedEnterprise | ○ Not published | ○ Not published |
| Kameleoon2 of 5 published | ● PublishedEnterprise | ○ Not published | ○ Not published | ● PublishedEU or US on Starter, custom on Enterprise | ○ Not published |
| Wingify2 of 5 published | ● PublishedEnterprise: SSO listed | ○ Not published | ○ Not published | ● PublishedUS, EU and India | ○ Not published |
| Convert Experiences1 of 5 published | ○ Not published | ○ Not published | ○ Not published | ● PublishedFrankfurt (EU) on all plans | ○ Not published |
| PostHog0 of 5 published | ◐ MentionedAvailable through platform packages; confirm package and quote | ○ Not published | ◐ Mentioned | ○ Not published | ○ Not published |
| Statsig1 of 5 published | ● PublishedEnterprise | ○ Not published | ○ Not published | ○ Not published | ○ Not published |
| Optimizely Web Experimentation0 of 5 published | ○ Not published | ○ Not published | ○ Not published | ○ Not published | ○ Not published |
| Zoho PageSense0 of 5 published | ○ Not published | ○ Not published | ○ Not published | ○ Not published | ○ Not published |
How to evaluate A/B testing software in a demo or trial
Treat the demo as a test of your own process, not the vendor's. Ask each shortlisted vendor to build one real experiment on one of your pages or product flows, define a success metric, and show where the results land. Watch how much of that work needs a developer, what the tool does when a metric is missing, and which plan each feature sits on. The eight criteria below are the points where tools in this category separate most clearly.
Pricing model
Ask the vendor to name the unit they bill: tested users, tracked users, events, flag requests or seats. Each produces a different cost curve as your traffic or team grows, so request a written example based on your own monthly volume. Weak offers hide the unit behind a quote or a slider, while strong ones state it and explain what happens when you exceed it. Some tools in this list publish tier prices and overage rules, and others sell by custom quote only.
Best-fit organization
Check whether the tool was built for the team that will actually run it. A tool aimed at CRO teams and agencies assumes marketers own the workflow, while a tool aimed at product and engineering teams assumes developers instrument events. In the trial, have your real operator, not a vendor engineer, create a test. If they stall, the fit is wrong, whatever the sales deck says.
Experiment types
List the test types you expect to run in the next year: web A/B, split URL or redirect, multivariate, and feature or full-stack experiments. Then ask which are included on the plan you are quoting, since some types sit on higher tiers. Strong tools cover your list without a second product, and weak ones force you to add a separate tool when a marketing test turns into a product test.
Visual editing
Ask a nontechnical colleague to change a headline and a button on a live page using only the editor, then preview it on mobile. Note whether the editor is point-and-click, code-based or both, and whether custom code is allowed when the visual tool falls short. A good editor lets marketers ship page changes without a release cycle, and a weak one still routes every change through a developer.
Analysis method
Ask which statistical method the tool uses and whether you can choose, for example Bayesian or frequentist. Ask what it does to protect decisions, such as guardrail metrics or sample ratio mismatch detection, and which plan includes them. Check that an experiment cannot be completed without a defined metric, and ask what happens if you change traffic allocation mid-run. Tools that explain these rules plainly are easier to trust than tools that only show a winner badge.
Billable usage meter
A billable unit is not always a site visit. It may be a tested user, a tracked visitor, an event or a flag request, and each counts differently. Ask the vendor to define the unit in writing, say whether visitors outside a running test count, and describe how overage is priced and when it is billed. If the answer is that the quote will confirm it, get that confirmation before you sign.
Approval and access controls
Find out who can launch, edit and stop an experiment in production. Ask whether approval workflows or change reviews exist, which plan includes them, and how many projects each plan allows. For larger teams, also ask where SSO, SCIM and audit logs sit, because in several tools they are reserved for the enterprise tier. A free or entry plan with open access is fine for a small team, but risky for a shared production site.
Analytics and data connection
Ask where exposure and outcome data is stored and how it reaches your analytics. Some tools keep it in their own platform, some send events through SDKs, and some read from your data warehouse. In the trial, send a test conversion and confirm that the number matches your analytics tool. If the two numbers disagree and nobody can explain why, the results will not survive a skeptical stakeholder.
Questions to ask A/B testing software vendors
A sales call is the cheapest place to find out how a tool behaves outside its pricing page. The questions below target the gaps that most often appear in this category: unclear billing units, features locked to higher tiers, and security controls that are only available on enterprise plans. Ask for answers in writing, and compare them across vendors using the same wording, so that differences come from the tools and not from how each salesperson tells the story.
What exactly is a billable unit?
Ask whether you pay per tested user, tracked visitor, event, flag request or seat, and what is excluded. Two vendors can quote similar prices for very different meters, so the definition matters more than the number.
What happens when we exceed the allowance?
Request the overage rate, the billing cycle and whether tests stop or keep running. Some vendors sell overage packets and others charge per thousand events, which changes how you plan a traffic spike.
Which features and security controls sit on which plan?
Ask for a plan by plan list covering SSO, SCIM, audit logs, approval workflows and the number of projects. In this category, SSO and audit logs are often enterprise only, so a plan that fits on price may fail your security review.
Where is our data stored, and can we choose the region?
Ask about data residency options and which plans include them, and request the DPA before procurement starts. Regional choice is available on some plans and custom on others, and legal review takes longer than most buyers expect.
Who on our team needs developer help, and when?
Ask the vendor to show which steps need code: installing the tracking code, tracking events, building complex variants. The answer reveals the true implementation effort and whether your marketers can work alone.
What are the contract and renewal terms?
Ask about minimum term, annual versus monthly billing, price changes at renewal and exit options. If a vendor has recently merged or renamed products, ask how that affects your contract and support.
How to run the decision
Run the decision as a short, structured trial. Start with a shortlist of three tools that fit your team type, then give each vendor the same real experiment and the same written questions about billing units, plan limits, security controls and contract terms. Score the answers side by side, involve security and legal early, and pick the tool your actual operators can use without help. Anything a vendor will not confirm in writing should count against it.
Our recommendation
Pick by who will run the tests. Marketing-led teams should shortlist tools with a proven visual editor, such as Wingify, Convert or Optimizely, while product and data teams should look at Statsig, GrowthBook or PostHog. Narrow the list to three, confirm the billable unit and governance in writing, and run the same real test with each vendor before you sign.
A/B Testing Software: frequently asked questions
What is A/B testing software?
A/B testing software splits eligible visitors or users between a control and one or more variations, then compares outcomes using the metrics you configure. Teams use it to test changes to pages or product experiences before rolling them out to everyone. Tools differ in editing workflow, statistical method, governance and how usage is billed.
What is the best A/B testing software for a small website?
Small website teams should look first at Zoho PageSense, which targets small website teams and offers Enterprise from $49 a month, and at GrowthBook, which has a free cloud Starter for up to three users. Convert suits small CRO teams and agencies, but its Growth tier starts at $299 a month billed annually.
Is there free A/B testing software?
Yes, with limits. GrowthBook offers a free cloud Starter with unlimited experiments for up to three users, Statsig has a free Developer tier with 2 million events a month, and PostHog includes 1 million flag requests free each month. Zoho PageSense has a free plan, but it covers analytics only and A/B tests start on Enterprise.
Can I run A/B tests without developers?
Often yes for simple page changes. Wingify, Convert, Optimizely and Kameleoon offer visual editors, and Kameleoon adds AI-assisted variant creation. Tools such as Statsig and PostHog rely on SDKs and code, and every tool still needs someone to check tracking and events.
What counts as a billable visitor or request?
It depends on the vendor. Convert bills monthly tested users, Zoho PageSense bills tracked visitors, Statsig meters events, and PostHog meters flag requests, with experiments billed through flags. Ask each vendor for a written definition and an estimate at your expected traffic.
Which A/B testing software include SSO below the enterprise plan?
PostHog (Available through platform packages; confirm package and quote). The other tools either reserve SAML SSO for their top tier or do not say on their public pages.