9 Best A/B Testing Tools of 2026

Convert Experiences is built for teams whose main job is testing websites. The Growth plan costs $299 per month billed annually, or $399 paid monthly, for 100,000 tested users per month, and it covers A/B tests, split URL and redirect tests, deploys, advanced targeting with behavioral rules, Convert Signals and heatmaps, a QA Wizard and an SRM check. Pro, at $420 per month billed annually, adds multivariate and multi-page tests, full stack experiments with feature flags, multi-arm bandit allocation, sequential testing, change history and SSO. Convert says everything ships in one product without separate add-ons, and newer features include an MCP server and Convert Intelligence in beta. The limits to watch are projects, with 5 active projects on Growth and 30 on Pro, and overage pricing when traffic grows past the plan. For CRO teams that want a published price and a serious statistics toolkit, it is the strongest documented package here.

Statsig started as an experimentation platform for product teams and now bundles flags, analytics, session replay and web analytics on one plan. The free Developer tier includes A/B tests and experimentation, feature flags, product and web analytics, one year of analytics retention, 50,000 session replays a month and unlimited seats, capped at 2 million events per month. Pro costs $150 per month with 5 million events included and $0.05 per 1,000 events after that, and it adds advanced experimentation such as holdouts, custom queries on results and multi-arm bandits, plus change reviews and unlimited retention. Marketing teams can build no-code experiments with a visual web editor, while engineers use more than 30 SDKs. Enterprise adds warehouse native deployment, SSO and role-based access. The interface is built for analysts and product managers, so a pure marketing team may find it heavier than a CRO-first tool, but the statistics depth for the price is hard to match.

VWO now sits inside Wingify, which its site describes as the union of AB Tasty and VWO, so buyers who shortlisted either brand will meet the same platform. Web Experimentation runs A/B/n, split and multivariate tests across devices. The Growth tier gives small teams a visual and code editor, unlimited experiments, variations and metrics, multi-arm bandit and rollout campaigns, a QA assistant and single page app support. Pro adds guardrail metrics, sample ratio mismatch detection, multivariate and cross domain tests and user collaboration, while Enterprise adds self hosting, approval workflows, mutually exclusive groups, SSO and API access. The Wingz AI layer comes with every product, and paid tiers add an MCP connection with behavior analytics data and AI workflows. The catch is cost visibility: Wingify publishes no fixed plans and builds a custom proposal for each buyer, with discounts for bundles. For teams that want one vendor for testing and personalization, it is the broadest marketer-friendly option here.

GrowthBook calls itself the open source leader in feature flagging and experimentation, and its pricing reflects that background: plans are priced per seat with unlimited experiments, flags and traffic, rather than by visitors. The free Starter plan covers up to 3 users and 1 project, with a bring your own warehouse option or a managed warehouse. Pro costs $40 per seat per month for up to 30 users and 3 projects, and adds the AI Visual Editor, split URL tests, multi-arm bandits, safe rollouts, a power calculator and customizable dashboards. The statistics list is long, with Bayesian and frequentist engines, CUPED, sequential testing and SRM detection. Enterprise adds approval workflows, SSO and SCIM, audit log exports and a 99.99% uptime SLA. The tradeoff is setup: GrowthBook reads metrics from your warehouse, so teams without clean data in BigQuery, Snowflake or similar will need the managed option or some data engineering first.

Omniconvert Explore is the testing product in a suite that also covers customer surveys and ecommerce analytics, and its feature list shows that focus. Testing covers unlimited A/B/n and split tests, an AI prompt-to-code builder, a Chrome visual editor, unlimited goals and a stat engine with Bayesian and frequentist methods. Personalization targeting goes further than most tools here, including RFM segments, CRM data, survey responses and even weather conditions, plus dynamic text replacement and triggered overlays. Web surveys with logic branching come in the same plan. Instead of a time-limited trial, Omniconvert lets new accounts test the full platform on 50,000 visitors before choosing a paid plan, which is priced by tested users per month. When the quota runs out, experiments pause until the next cycle or an upgrade. The pricing page did not show us USD figures, so treat cost as a quote to confirm.

PostHog treats experiments as part of a wider product toolkit. Each experiment creates a feature flag, so experiments are billed with flags, and the free tier includes 1 million flag requests every month along with 1 million analytics events and 5,000 session recordings. PostHog says 97% of companies use it for free, and paid usage is pay as you go with billing limits. Test types include A/B, A/B/n, holdout, fake door and redirect tests, with Bayesian and frequentist engines, funnel and ratio metrics, a shared metrics library and session replays for each variant, which helps explain why a variant won. Experiments can be created from code editors through the PostHog MCP server. For CRO teams the weak spot is the marketer workflow: no-code website experiments are listed as beta, so most tests need some code. Teams that already use PostHog for analytics get experiments with almost no extra setup.

Crazy Egg is a behavior analytics tool first, and A/B testing is one of the features that turns its heatmaps into action. Starter at $29 per month billed annually covers 5,000 tracked pageviews, 5 heatmap reports and 50 recordings, but not A/B tests. Plus at $99 per month adds unlimited A/B testing, CTAs and error tracking with 150,000 pageviews and device targeting for tests. Pro at $249 widens targeting to country, UTMs and conversions, and Enterprise at $599 targets by every audience segment and adds SAML SSO. Every plan includes unlimited domains, team members, web analytics, conversion tracking and surveys, and Crazy Egg never charges overages, pausing collection at the limit instead. Installation is a single snippet or a plugin for WordPress, Shopify, Wix and others. The testing side is basic next to dedicated platforms, with no documented multivariate or server-side tests, so it fits small teams better than CRO programs.

Kameleoon positions itself as one platform for experimentation, feature management and personalization, with separate Web Experimentation and Feature Experimentation products sharing goals and segments. Its standout for CRO teams is Prompt-Based Experimentation, which generates test variations from natural language, so marketers can launch visual tests while developers manage flags in code or write JavaScript and CSS in the code editor. Results come from a multi-statistical engine that includes CUPED, Bayesian and sequential testing. Personalization covers segments built from behavior, geolocation, CRM data and data warehouses, a Widget Studio with more than 40 templates and AI Targeting on goals. Two-way integrations with BigQuery, Snowflake and Databricks support both targeting and reporting, and SDKs cover web, iOS, Android, React Native, Flutter and backends such as Node.js, Python, Java and .NET. We could not check its pricing in USD, so expect a quote.

Optimizely is the enterprise reference point for experimentation and now sells it as part of a larger digital experience suite. Its Agentic Experimentation product covers A/B, multi-page, feature and server-side tests, uses a proprietary Stats Engine, and adds real-time personalization, audience targeting and warehouse-native analytics. The same vendor sells a CMS with native testing, a content marketing platform, asset management, feature management and a customer data platform, so large organizations can run tests where their content already lives. The cost of that breadth is transparency and speed: Optimizely says every plan is individually packaged, so pricing only arrives after a consultation, and a platform this large takes time to roll out. Mid-size CRO teams with one website will usually get similar testing power for less from tools higher on this list. Enterprises that want one contract across CMS, testing and personalization should put it on the shortlist.