The Best A/B Testing Tools in 2026
We researched A/B testing tools through official websites, including pricing pages, plan tables, and product documentation. Rankings reflect each platform’s core experimentation job, value for money, and verified features for website and app teams.
Our top picks
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Top ranked
Optimizely Experimentation#1 of 529.3/10A broad experimentation suite for mature teams running complex digital tests.
Free plan
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Runner-up
Adobe Target#2 of 529.2/10A broad experimentation suite for organizations already invested in Adobe.
Pricing on request
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Top-ranked free plan
Zoho PageSense#3 of 529.1/10A strong free starting point for teams that want visual testing and analytics.
Free plan · 15-day trial
Advertiser disclosure: iTechGuides is reader-supported. Vendors can pay for top positions in our rankings and for a place on other products' pages, and we may earn a commission when you click some links. Bought places stand at the number bought; this page and our disclosure say so. Paying vendors may get a fuller, more detailed review from our editors, and that review can change their score. How we rank.
The full ranking 52 tools, best first · page 1 of 2
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Best forMature organizations running complex experiments
A broad experimentation suite for mature teams running complex digital tests.
- Mobile SDK
- Feature flags
- Server-side testing
9.3/10★★★★★Visit Optimizely -
Best forAdobe ecosystem customers
A broad experimentation suite for organizations already invested in Adobe.
- Mobile SDK
- Feature flags
- Server-side testing
9.2/10★★★★★Visit Adobe Target -
Best forSmall teams wanting a free visual editor
A strong free starting point for teams that want visual testing and analytics.
- Mobile SDK
- Server-side testing
- Visual editor
Free plan · 15-day trial Our Zoho PageSense verdict → Visit Zoho PageSenseFor vendors Sponsor this spot · #3 · $79/mo →9.1/10★★★★★Visit Zoho PageSense -
Best forTeams wanting mature visual experimentation
A broad experimentation platform for teams that need visual, mobile, and server-side testing.
- Mobile SDK
- Feature flags
- Server-side testing
Pricing on request · 30-day trial Our VWO Testing verdict → Visit VWO TestingFor vendors Sponsor this spot · #4 · $69/mo →8.9/10★★★★☆Visit VWO Testing -
Best forProduct teams needing advanced experiment methods
A broad experimentation platform with a useful free tier and advanced paid capabilities.
- Mobile SDK
- Feature flags
- Server-side testing
8.8/10★★★★☆Visit Statsig -
Best forTeams scaling flag-based experimentation
A broad flag-based experimentation suite with free entry and usage-based pricing.
- Mobile SDK
- Feature flags
- Server-side testing
8.7/10★★★★☆Visit LaunchDarkly -
Best forLarge teams needing visual and full-stack testing
A broad experimentation platform for large teams testing across web, mobile, and connected products.
- Mobile SDK
- Feature flags
- Server-side testing
8.6/10★★★★☆Visit AB Tasty -
Best forTeams wanting broad, flexible experimentation
A flexible experimentation platform with open-source deployment and a clear Pro path.
- Mobile SDK
- Feature flags
- Server-side testing
8.5/10★★★★☆Visit GrowthBook -
Best forTeams prioritizing feature flags and governance
A governance-focused feature management platform with a free edition and broad SDK coverage.
8.4/10★★★★☆Visit Split -
Best forTeams wanting advanced analysis and AI assistance
A broad experimentation suite with advanced analysis, AI assistance, and a high starting price.
- Mobile SDK
- Feature flags
- Server-side testing
8.3/10★★★★☆Visit Kameleoon -
Best forEstablished teams needing full-stack testing
A broad experimentation suite for established teams that can support a $399 monthly starting price.
- Mobile SDK
- Feature flags
- Server-side testing
8.2/10★★★★☆Visit site -
Best forTeams needing adaptive web and mobile testing
A broad web and mobile testing suite for teams running adaptive experimentation programs.
- Mobile SDK
- Feature flags
- Server-side testing
8.1/10★★★★☆Visit Monetate -
Best forBudget-conscious web and mobile testers
A broad experimentation toolkit with a free plan for up to 50,000 tested visitors.
- Mobile SDK
- Feature flags
- Server-side testing
8.0/10★★★★☆Visit Omniconvert -
Best forDatadog-centric product teams
A Datadog-native experimentation suite for teams running web and mobile tests.
- Mobile SDK
- Feature flags
- Server-side testing
7.9/10★★★★☆Visit Datadog -
Best forTeams needing warehouse-native experimentation
A strong fit for teams combining warehouse analysis, feature flags, and experimentation.
- Mobile SDK
- Feature flags
- Server-side testing
7.8/10★★★★☆Visit Confidence -
Best forTeams combining feature flags and experimentation
A broad experimentation platform for teams that also need feature flags and governance.
- Mobile SDK
- Feature flags
- Server-side testing
7.7/10★★★★☆Visit Harness -
Best forTeams wanting a free full-stack platform
A broad free preview for teams that need experimentation across web, mobile, and server systems.
- Mobile SDK
- Feature flags
- Server-side testing
7.6/10★★★★☆Visit Experimently -
Best forMobile teams wanting no-cost experimentation
A free, mobile-focused experimentation tool built around Firebase and Analytics.
- Mobile SDK
- Feature flags
- Audience targeting
7.5/10★★★★☆Visit Firebase -
Best forWeb personalization and conversion teams
A broad experimentation suite with a useful free sandbox and a $299 Growth tier.
- Visual editor
- Audience targeting
7.4/10★★★★☆Visit Mida -
Best forWeb teams needing affordable conversion testing
Affordable web testing with funnels, targeting, flags, and analytics, but no mobile SDK.
- Feature flags
- Server-side testing
- Visual editor
7.3/10★★★★☆Visit Segmently -
Best forEstablished teams wanting broad integrations
A broad experimentation suite for established teams across web, mobile, and APIs.
- Feature flags
- Server-side testing
- Visual editor
7.2/10★★★★☆Explore Optimize -
Best forTechnical teams needing flexible deployment
A broad experimentation platform for technical teams that need flexible deployment.
- Mobile SDK
- Server-side testing
- Visual editor
7.1/10★★★★☆Visit Conductrics -
Best forTeams centered on feature-flag experimentation
A feature-flag platform with broad experimentation coverage and a generous free plan.
- Mobile SDK
- Feature flags
- Server-side testing
7.0/10★★★★☆Visit DevCycle -
Best forWeb teams needing visual testing and AI help
A broad web experimentation toolkit with AI features, integrations, and Enterprise server-side testing.
- Server-side testing
- Visual editor
- Audience targeting
6.9/10★★★☆☆Visit Varify.io -
Best forTeams wanting a broad free starter tool
A broad experimentation suite with a free Starter plan and custom-priced paid tiers.
- Mobile SDK
- Feature flags
- Server-side testing
6.8/10★★★☆☆Visit Apex -
Best forSmall teams needing straightforward A/B testing
Straightforward web and mobile A/B testing with SDKs, segments, metrics, and rollout flags.
- Mobile SDK
- Feature flags
- Server-side testing
6.7/10★★★☆☆Visit DashX -
Best forWeb teams wanting AI-assisted optimization
A web-focused experimentation platform with AI recommendations and audience targeting.
- Feature flags
- Visual editor
- Audience targeting
6.6/10★★★☆☆Visit Evolv AI -
Best forWordPress and WooCommerce site owners
A broad WordPress and WooCommerce testing toolkit with a web-only focus.
- Audience targeting
6.5/10★★★☆☆Visit site -
Best forWeb teams wanting simple visual testing
A visual testing platform with strong revenue tracking and server-side options.
- Server-side testing
- Visual editor
- Audience targeting
6.4/10★★★☆☆Visit Otter -
Best forSmall web teams using AI experiment creation
A focused web experimentation platform with prompt-built tests and a useful free tier.
- Visual editor
- Audience targeting
6.3/10★★★☆☆Visit RunPivot -
Best forEcommerce teams testing prices and checkout
A focused Shopify testing suite for merchants optimizing prices, checkout, and delivery.
- Visual editor
- Audience targeting
6.2/10★★★☆☆Visit ABConvert -
Best forWeb marketers needing simple visual tests
A visual web testing tool with strong targeting and automated traffic allocation.
- Visual editor
- Audience targeting
6.1/10★★★☆☆Visit Convertize -
Best forLow-cost teams needing basic visual testing
A low-cost visual testing platform with broad experiment and analytics coverage.
- Mobile SDK
- Visual editor
- Audience targeting
6.0/10★★★☆☆Visit Maxymizely -
Best forTeams combining experimentation with behavior analytics
A broad ecommerce experimentation suite with a free plan but a high paid entry price.
5.9/10★★★☆☆Visit Mtrix -
Best forWeb teams pairing A/B tests with heatmaps
A broad behavior-analytics suite with A/B testing, but less experimentation depth than dedicated platforms.
5.8/10★★★☆☆Visit Crazy Egg -
Best forPersonalization-heavy experimentation programs
A broad experimentation platform for teams combining testing, targeting, flags, and recommendations.
- Mobile SDK
- Feature flags
- Server-side testing
5.7/10★★★☆☆Visit Dynamic Yield -
Best forMobile teams testing server-driven UI
A focused open-source toolkit for testing and updating native mobile screens.
- Mobile SDK
- Feature flags
- Server-side testing
5.7/10★★★☆☆Visit Nativeblocks -
Best forTeams focused on feature flags and simple A/B tests
A developer-focused feature flag service for controlled rollouts and simple A/B tests.
- Mobile SDK
- Feature flags
- Server-side testing
5.6/10★★★☆☆Visit Featureflip -
Best forLean teams wanting AI-assisted CRO experiments
A focused web experimentation tool for AI-assisted variations and no-code CRO.
- Visual editor
- Audience targeting
5.5/10★★★☆☆Visit Keak -
Best forSmall teams needing no-code web tests
A practical no-code testing tool for small web teams, with a narrow integration set.
- Visual editor
5.4/10★★★☆☆Visit Iteratist -
Best forEnterprise teams needing rigorous experimentation
A rigorous experimentation suite for teams running tests across web, mobile, and backend systems.
- Mobile SDK
- Feature flags
- Server-side testing
5.3/10★★★☆☆Visit ABsmartly -
Best forLow-volume Shopify and web experiments
A low-cost web experimentation tool for focused, low-volume testing.
- Visual editor
- Audience targeting
5.2/10★★★☆☆Visit Compose -
Best forAI-assisted landing-page testing
A focused web tool for AI-assisted landing-page experiments and conversion measurement.
5.1/10★★★☆☆Visit ABtesting.ai -
Best forWeb teams optimizing UI and content
A focused web testing platform with behavioral analysis and accessibility features.
5.0/10★★☆☆☆Try Kaizen Platform -
Best forDevelopers needing lightweight server-side tests
A focused, low-cost choice for server-side web experiments.
- Server-side testing
4.9/10★★☆☆☆Visit Koryla -
Best forWordPress and ecommerce website testing
A focused web experimentation platform for WordPress and ecommerce teams.
- Visual editor
- Audience targeting
4.8/10★★☆☆☆Visit Sigmize -
Best forTeams wanting a free, lightweight A/B tool
A free web tool for targeted releases, rollouts, rollback, and stable-assignment A/B tests.
- Feature flags
- Audience targeting
4.7/10★★☆☆☆Visit Launch Control -
Best forSmall teams running simple website tests
A focused web testing tool with a useful free plan and straightforward reporting.
- Visual editor
4.6/10★★☆☆☆Visit SplitPea -
Best forEnterprise AI and data product teams
A broad experimentation platform for teams testing AI and governed data products.
4.5/10★★☆☆☆Visit DataKnobs -
Best forDevelopers building typed server-side tests
A focused choice for typed, code-owned experiments in Next.js.
- Server-side testing
4.4/10★★☆☆☆Visit Apertio
No tools match those filters.
Compare at a glance
| # | Tool | Free plan | Paid from | Test types | Supported platforms | Visual editor | Server-side testing | Score |
|---|---|---|---|---|---|---|---|---|
| 1 | Optimizely Experimentation | Yes | A/B testing, multi-page testing, feature testing, server-side testing, multivariate testing, multi-armed bandit testing | Web_and_mobile | Yes | Yes | 9.3 | |
| 2 | Adobe Target | A/B/n testing, multivariate testing, multi-armed bandit testing | Web_and_mobile | Yes | Yes | 9.2 | ||
| 3 | Zoho PageSense | Yes | A/B testing; split URL testing; full-stack testing | Web_and_mobile | Yes | Yes | 9.1 | |
| 4 | VWO Testing | No | A/B, multivariate, split URL, multi-page, cross-domain, device-specific, and AI-assisted experiments | Web_and_mobile | Yes | Yes | 8.9 | |
| 5 | Statsig | Yes | $150/mo | A/B/n, multivariate, sequential, switchback, non-inferiority, multi-arm bandit, holdout | Web_and_mobile | Yes | Yes | 8.8 |
| 6 | LaunchDarkly Experimentation | Yes | $8.33/unit/mo | A/B testing; A/A testing; multi-armed bandits; holdout experiments; warehouse-native experiments | Web_and_mobile | No | Yes | 8.7 |
| 7 | AB Tasty | A/B, multivariate, split URL, multi-page, cross-domain, device-specific | Web_and_mobile | Yes | Yes | 8.6 | ||
| 8 | GrowthBook | Yes | A/B tests; safe rollouts; multi-arm bandits | Web_and_mobile | Yes | Yes | 8.5 | |
| 9 | Split | Yes | 8.4 | |||||
| 10 | Kameleoon | No | $495/mo | A/B testing, A/B/n testing, multivariate testing, feature experimentation, server-side testing, personalization | Web_and_mobile | Yes | Yes | 8.3 |
| 11 | Convert Experiences | No | A/B testing, split URL/redirect testing, multivariate testing, multi-page testing, full-stack/server-side testing, price testing, multi-arm bandit testing | Web_and_mobile | Yes | Yes | 8.2 | |
| 12 | Monetate | A/B, A/B/n, multivariate, dynamic, feature experimentation | Web_and_mobile | Yes | Yes | 8.1 | ||
| 13 | Omniconvert Explore | Yes | A/B/n testing; split-URL testing; stacked testing; server-side testing; native mobile-app testing; Shopify price testing | Web_and_mobile | Yes | Yes | 8.0 | |
| 14 | Datadog Experiments | No | $450/unit/mo | A/B testing, sequential frequentist, fixed-sample frequentist, Bayesian, warehouse-native experimentation | Web_and_mobile | Yes | 7.9 | |
| 15 | Confidence by Spotify | Yes | $449/mo | A/B tests, rollouts | Web_and_mobile | Yes | 7.8 | |
| 16 | Harness Feature Management & Experimentation | A/B testing; sequential testing; fixed-horizon testing; warehouse-native experimentation | Web_and_mobile | Yes | 7.7 | |||
| 17 | Experimently | Yes | Free | A/B testing, multivariate testing, sequential testing, CUPED, multi-armed bandits, Bayesian testing, split URL testing, LLM/model evaluation | Web_and_mobile | Yes | Yes | 7.6 |
| 18 | Firebase A/B Testing | Yes | Free | Remote Config experiments; messaging experiments; In-App Messaging experiments | Web_and_mobile | 7.5 | ||
| 19 | Mida | Yes | $299/mo | Yes | 7.4 | |||
| 20 | Segmently | Yes | $39/mo | A/B testing, multivariate testing, split URL testing | Web | Yes | Yes | 7.3 |
| 21 | Webtrends Optimize | No | A/B, ABn, full-factorial MVT, fractional-factorial MVT, URL split testing, personalisation/targeting, multi-armed bandits | Web_and_mobile | Yes | Yes | 7.2 | |
| 22 | Conductrics | A/B testing, multivariate testing, adaptive optimization, personalization | Web_and_mobile | Yes | Yes | 7.1 | ||
| 23 | DevCycle | Yes | $500/mo | A/B, multivariate, user experience, conversion funnel, server-side, algorithm, architecture, database query | Web_and_mobile | Yes | 7.0 | |
| 24 | Varify.io | No | €249/mo | A/B testing, Split URL testing, Multi Page Testing, Personalization, full page redesigns | Web | Yes | Yes | 6.9 |
| 25 | Apex | Yes | A/B testing, multivariate experiments, server-side testing, mobile-app testing | Web_and_mobile | Yes | Yes | 6.8 | |
| 26 | DashX Experimentation | $19/user/mo | A/B testing | Web_and_mobile | Yes | 6.7 | ||
| 27 | Evolv AI | No | A/B testing, A/B/n testing, multivariate testing | Web_and_mobile | Yes | 6.6 | ||
| 28 | Nelio A/B Testing | Yes | A/B, multivariate, page, post, custom post type, headline, template, theme, popup, widget, menu, CSS, JavaScript, PHP, WooCommerce product, WooCommerce bulk sale, heatmap | Web | No | 6.5 | ||
| 29 | Otter | No | $49/site/mo | Split URL / Redirect, A/B/n, Content Personalization, WordPress Theme Test | Web | Yes | Yes | 6.4 |
| 30 | RunPivot | Yes | $99/mo | A/B testing; Split URL testing; multivariate testing; personalization; sequential testing | Web | Yes | 6.3 | |
| 31 | ABConvert | No | $99/mo | price, shipping, URL redirect, template, theme, visual editor, checkout | Web | Yes | 6.2 | |
| 32 | Convertize | No | A/B testing; split URL testing | Web | Yes | No | 6.1 | |
| 33 | Maxymizely | No | A/B/N testing, multivariate testing | Web_and_mobile | Yes | 6.0 | ||
| 34 | Mtrix | Yes | $700/mo | 5.9 | ||||
| 35 | Crazy Egg | Yes | $29/mo | 5.8 | ||||
| 36 | Dynamic Yield | A/B testing; dynamic allocation; affinity allocation | Web_and_mobile | Yes | Yes | 5.7 | ||
| 37 | Nativeblocks | Yes | A/B testing; segmented rollouts; personalization | Mobile | Yes | Yes | 5.7 | |
| 38 | Featureflip | Yes | $39/mo | A/B testing; percentage-based experiments and rollouts | Web_and_mobile | No | Yes | 5.6 |
| 39 | Keak | $0.005/unit usage-based | A/B testing; URL split testing | Web | Yes | 5.5 | ||
| 40 | Iteratist | Yes | $63/mo | A/B, A/B/n, and multi-variant testing | Web | Yes | 5.4 | |
| 41 | ABsmartly | No | A/B testing; A/B/n multi-variant testing; Fixed Horizon; Group Sequential Testing | Web_and_mobile | Yes | Yes | 5.3 | |
| 42 | Compose | No | $400 one-time | A/B/n, split URL, split theme, split template | Web | Yes | No | 5.2 |
| 43 | ABtesting.ai | Yes | A/B testing; multivariate testing | Web | 5.1 | |||
| 44 | Kaizen Platform | A/B testing | Web | 5.0 | ||||
| 45 | Koryla | No | $12/mo | A/B experiments, edge route testing, component-level SDK testing | Web | No | Yes | 4.9 |
| 46 | Sigmize | No | A/B tests, multivariate tests, split URL tests, personalization campaigns | Web | Yes | 4.8 | ||
| 47 | Launch Control | Yes | Free | A/B testing | Web | 4.7 | ||
| 48 | SplitPea | Yes | $29/mo | A/B testing | Web | Yes | No | 4.6 |
| 49 | ABExperiment | No | classic A/B testing; website testing; chatbot and assistant conversation testing; LLM and model testing; vector database testing; retrieval strategy testing; prompt-template testing; data-product optimization; Knob experiments | Web | 4.5 | |||
| 50 | Apertio | Free | A/B testing | Web | No | Yes | 4.4 |
Head-to-head All 16 comparisons →
- Optimizely Experimentation vs Adobe Target
- Optimizely Experimentation vs Zoho PageSense
- Optimizely Experimentation vs VWO Testing
- Optimizely Experimentation vs Statsig
- Optimizely Experimentation vs LaunchDarkly Experimentation
- Adobe Target vs Zoho PageSense
- Adobe Target vs VWO Testing
- Adobe Target vs Statsig
- Adobe Target vs LaunchDarkly Experimentation
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How we rank A/B testing tools
Every tool on this page was researched by iTechGuides Editors from its official website — pricing pages, plan tables and product documentation. We rank on how well each one does this category's core job, what the free or entry plan includes, and where it falls short. Where we have enough verified facts, the score out of 10 is a rubric — job fit, value and how much we could verify — shown with its breakdown on every tool's page; a tool we have not verified enough to score yet shows its rank without a number. Scores are re-checked when a product changes its plans. Read the full editorial policy, or submit a tool we missed.
Reviewed by iTechGuides Editors · Editorial team · Updated Oct 2026
Last updated · How we research and update