Best A/B Testing Software in 2026: 8 tools compared
A/B testing software helps a team compare real alternatives rather than ship a redesign on intuition. The right choice depends on whether tests happen in a visual website editor, application code or an existing data warehouse. A small marketing team may value a clear visitor allowance, while a product team may care more about exposure events and experiment guardrails.
The products below are compared by test type, editing model, statistical controls, price meter, governance and the practical work needed to launch a reliable experiment. Public prices are quoted only when the vendor supplies them in USD. Quote-only vendors remain visible rather than receiving guessed monthly figures.
Top picks at a glance
- Best for enterprise web programs
WingifyIts unified experimentation portfolio and Enterprise approval controls suit teams running governed tests across sites.
Contact sales - Best for transparent web-testing budgets
Convert ExperiencesPublished annual and monthly prices at a defined tested-user volume make the cost model auditable.
$299/month billed annually on Growth at 100,000 tested users/month - Best for feature experiments
StatsigEvent-based tiers and SDK-led experimentation suit product engineering teams with instrumented outcomes.
Free Developer tier; Pro $150/month including 5 million events - Best for warehouse-native testing
GrowthBookSeat pricing and warehouse-backed metrics work for data teams that want experiment analysis close to their own data.
Free Starter; Pro $40 per seat per month - Best for integrated product analytics
PostHogExperiment flags and replay sit beside product metrics, with a monthly free request allowance.
Free 1 million analytics events per month; pay-as-you-go above allowance - Best for small website teams
Zoho PageSenseThe Enterprise plan offers a defined tracked-user entry price for A/B and split URL tests.
Forever Free plan; paid plans billed by tracked users
What is A/B testing software?
A/B testing software randomly assigns eligible visitors or users to variations, records outcomes and compares results against a chosen metric. A marketer may change a landing-page headline in a visual editor, while an engineer may place a checkout change behind a feature flag. Both approaches need stable assignment, clean exposure tracking, sufficient sample size and a predeclared success metric. A testing tool can also support redirect tests, multivariate experiments or controlled rollouts. Some platforms price by tested visitors, others by events, requests or staff seats. Those units shouldn't be compared as though they were the same subscription.
A/B Testing Software compared
| Tool | Best for | Starting price | Free plan or trial |
|---|---|---|---|
| Wingify | Best for enterprise web programs. | Contact sales | No |
| Convert Experiences | Best for transparent web-testing budgets. | $299/month billed annually on Growth at 100,000 tested users/month | Free trial |
| Statsig | Best for feature experiments. | Free Developer tier; Pro $150/month including 5 million events | Free plan |
| GrowthBook | Best for warehouse-native testing. | Free Starter; Pro $40 per seat per month | Free plan |
| PostHog | Best for integrated product analytics. | Free 1 million analytics events per month; pay-as-you-go above allowance | Free plan |
| Zoho PageSense | Best for small website teams. | 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 |
 Optimizely Web Experimentation | Enterprise marketing teams coordinating web experiments. | Contact sales | No |
Prices as published by each vendor on November 1, 2026. "Contact sales" means the vendor publishes no price.
The 8 best A/B testing software in 2026
Best for enterprise web programs
Wingify
An experimentation and digital experience platform unifying the VWO and AB Tasty portfolios under one parent brand.
Wingify brings the VWO and AB Tasty product portfolios under one parent brand. It is a fit for enterprise teams that need web experimentation, governance and personalization, but buyers should request a current quote and ask which legacy interface their contract covers.
- 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 transparent web-testing budgets
Convert Experiences
A web experimentation suite priced by monthly tested users with published Growth and Pro tiers.
Convert Experiences publishes a concrete price for tested-user capacity and separates Growth, Pro and Enterprise limits. The 100K tested-user entry tier makes it easier to model a CRO budget, but the project and experience caps need checking before a multi-client rollout.
- 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 feature experiments
Statsig
A product experimentation and analytics platform with event-based pricing, feature flags and experiment scorecards.
Statsig puts product experiments alongside feature flags and analytics, with a free Developer tier and metered-event Pro pricing. Engineering teams can control allocation and record exposure events, while finance should model event growth and the Enterprise security tier.
- 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 warehouse-native testing
GrowthBook
A warehouse-native experimentation and feature flag platform with free cloud and self-hosted options.
GrowthBook runs experiments against a data warehouse or managed warehouse and prices its cloud Pro plan per seat. It is attractive when a data team owns metrics, though SSO, SCIM and exportable audit logs are Enterprise features rather than Starter defaults.
- 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 integrated product analytics
PostHog
Developer-oriented product analytics and experimentation suite with usage billing and separate allowances for each product.
PostHog connects experiments to feature flags, product analytics and session replay. The free monthly request allowance is useful for smaller product teams, but requests above that allowance can change the bill even when the number of employee seats stays fixed.
- 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
Best for small website teams
Zoho PageSense
A website optimization product whose Enterprise tier includes A/B tests, split URL tests and personalization.
Zoho PageSense packages website analytics and conversion testing by monthly tracked users. Its free plan is for analytics, while A/B and split URL tests require Enterprise, making the plan gate more important than the advertised zero-dollar entry point.
- 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 focuses on building and running experiments across web experiences with an AI-assisted variant workflow. It may fit teams that blend marketing and engineering, but US buyers should request an explicit USD quote and confirm implementation resources.
- 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
Optimizely Web Experimentation
A web experimentation product with audience targeting, a visual editor and primary and secondary outcome metrics.
Optimizely Web Experimentation suits established digital teams that want a visual editor, audience targeting and outcome metrics in a controlled testing workflow. Its public product pages explain the setup, while the commercial price requires a direct sales conversation.
- 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
How to choose A/B testing software
Start with the people who will launch a test and the data that will judge it. Marketing-led web experiments favor visual editors and tested-visitor pricing; product engineering teams may prefer flags and event instrumentation. Compare the plan that contains the actual test type, not the cheapest analytics-only tier. Request a sample invoice at your traffic volume, an explanation of what gets counted and a demonstration of permissions, QA and rollback.
Pricing model
Compare published minimum commitments, billing periods and what a quote excludes. A free analytics tier may not include experiments. Annual and monthly rates are not interchangeable.
- Wingify: Quote-based Growth, Pro and Enterprise.
- 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.
- PostHog: First 1M flag requests/month free.
Best-fit organization
Match the product to the owner of the testing program. A team without developers should evaluate visual changes and QA, while an engineering team should review SDK and event setup.
- Wingify: Midmarket to enterprise.
- Convert Experiences: Small to mid-sized CRO teams and agencies.
- Statsig: Product and engineering teams.
- GrowthBook: Data and engineering teams.
- PostHog: Product teams and developers.
Experiment types
Ask whether your actual use case is a webpage variation, a redirect, a backend feature or a holdout. A product advertising A/B tests may not support every type on its entry plan.
- Wingify: A/B, split URL and multivariate testing.
- Convert Experiences: A/B, split URL, multivariate and full-stack.
- Statsig: A/B/n and multivariate experiments.
- GrowthBook: Unlimited experiments and feature flags.
- PostHog: A/B/n, holdouts and feature experiments.
Visual editing
Have the owner change a headline and preview the variation. Check whether the change survives a responsive layout and whether code review is needed.
- Wingify: WYSIWYG and code editor on Growth.
- Convert Experiences: Visual editor and custom code.
- Statsig: No-code experiment option listed.
- GrowthBook: AI Visual Editor on Pro.
- PostHog: Code and SDK-driven experiments.
Analysis method
Define the primary outcome before launching. Ask the vendor how it handles multiple metrics, repeated peeking, guardrails and experiment overlap.
- Wingify: Guardrail metrics and SRM detection from Pro.
- Convert Experiences: Experiment reports and goals.
- Statsig: Bayesian and frequentist methods.
- GrowthBook: Advanced statistical tools on Pro.
- PostHog: Bayesian and frequentist options.
Billable usage meter
Model the invoice using the vendor definition of a tested user, event, request or seat. Do not treat those denominators as equivalent.
- Wingify: Quote by scope; no USD amount shown.
- 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.
- PostHog: Flag requests; usage-based after free allowance.
Approval and access controls
Ask who can create, approve, pause and publish a test. Enterprise gates for SSO and approval workflows can dominate the effective price.
- Wingify: Approval workflow and SSO on Enterprise.
- Convert Experiences: Growth 5 projects; Pro 30 projects.
- Statsig: Change reviews on Pro; SSO on Enterprise.
- GrowthBook: SSO, SCIM and audit logs on Enterprise.
- PostHog: Platform packages for advanced controls.
Analytics and data connection
Trace the exposure event and the conversion event to the final scorecard. Warehouse-native analysis changes the work required from the data team.
- Wingify: Platform Data360 and integrations.
- Convert Experiences: Google Analytics integration mentioned in docs.
- Statsig: SDK events and exposures.
- GrowthBook: Bring your own or managed warehouse.
- PostHog: Integrated product analytics and replays.
What A/B testing software really costs
Features decide the shortlist; the bill decides whether it stays affordable as the team grows. The numbers below come from each vendor's published plans: entry prices, how far plans climb, what single sign-on costs extra and which fees sit on top.
- Quote-only vendors
- 2 of 8
- Publish their prices
- 6 of 8
- Free plans
- 4 of 8
- Sell paid add-ons
- 2 of 8
publish no usable price
2 quote on request
plus 2 free trials
on top of the plan price
How A/B testing software pricing works
The useful comparison is the total recurring bill for the testing program at its expected scale, not a headline starting price. These cost patterns need separate spreadsheet columns.
Tested users versus all traffic
Convert counts visitors bucketed into experiments. Forecast the eligible test population rather than every website visit, and check overuse packets.
Metered events and flag requests
Statsig bills metered events above included volume. PostHog bills experiment requests through feature flags. Instrumentation choices can change the bill.
Seats and managed data
GrowthBook charges cloud Pro by seat and publishes separate managed-warehouse limits. A larger analyst team and more events create different costs.
Enterprise governance tiers
Wingify places SSO and approvals on Enterprise. GrowthBook lists SSO and SCIM on Enterprise. Confirm the required controls before signing.
Rebrand and contract continuity
VWO and AB Tasty are now under Wingify. Keep separate legacy contract dates and negotiated terms until the vendor confirms a unified renewal.
Costs that are easy to miss
Add-ons, usage fees and premium modules often decide the real bill. These are the paid extras the vendors list themselves.
- Convert ExperiencesOveruse: $399 per extra 100K tested users on Growth; $699 per extra 250K on Pro and Enterprise
- StatsigPro overage: $0.05 per 1K additional events
Our recommendation
Choose an experimentation tool by the complete workflow from variant creation to reliable decision and rollout. Convert is easier to budget from published tested-user prices. GrowthBook, Statsig and PostHog suit teams comfortable with instrumentation. Wingify and Optimizely offer deeper enterprise workflows but require direct commercial review. Record the billing meter, the plan containing your required controls and the owner of each experiment before signing.
A/B Testing Software: frequently asked questions
What is A/B testing software?
A/B testing software splits eligible users between variations and compares their outcomes against a defined metric.
What is the best free A/B testing tool?
GrowthBook Starter, Statsig Developer and PostHog have published free entry points that include experimentation. Their usage and user limits differ, so test the exact workflow before choosing.
Does Zoho PageSense Free include A/B tests?
No. The PageSense Forever Free tier is for analytics; A/B testing is listed under Enterprise.
How do A/B testing platforms charge?
They may charge by tested users, events, feature flag requests, seats or a negotiated enterprise contract. The cost depends on the meter, not only the number of tests.
Are VWO and AB Tasty separate vendors?
No. VWO and AB Tasty combined under the Wingify brand in 2026, although existing product experiences remain supported during the transition.
Which A/B testing software have a free plan or free trial?
Convert Experiences (free trial), Statsig (free plan), GrowthBook (free plan), PostHog (free plan), Zoho PageSense (free plan, free trial) and Kameleoon (free trial), according to the vendors' sites on November 1, 2026.