How we make this list: we compare pricing pages, product documentation and public user reviews. Rankite is independent; if a vendor ever pays for a featured spot, that listing is clearly labeled Partner.
Key takeaways
- Convert (from $299/month billed annually) is the strongest value pick among serious testing platforms: published pricing, flat rates and no per-module upsells.
- Crazy Egg (from $99/month Plus, billed annually) bundles unlimited A/B testing with heatmaps and recordings, which suits marketers who want one CRO tool.
- Personizely (from $47/month billed annually) and Zoho PageSense (from $39/month for the Optimize plan) are the affordable entries for ecommerce and small sites.
- Optimizely, VWO, AB Tasty and Kameleoon have all moved to quote-based pricing in 2026; budget for annual contracts in the tens of thousands before a demo.
- Intelligems (from $59/month Core, billed annually) is the niche pick for Shopify stores that want to test prices, not just headlines.
Quick comparison
| Tool | Best for | Starting price | Free plan |
|---|
 Optimizely | Enterprise experimentation programs | See website (quote-based) | No |
 VWO | Mid-market experimentation suites | See website (quote-based) | Yes (Starter, limited) |
 AB Tasty | Enterprise teams needing collaboration | See website (quote-based) | No |
 Kameleoon | AI-driven experimentation | See website (quote-based) | No |
 Convert | Transparent, flat-rate testing | $299/month (Growth, billed annually) | No (15-day free trial) |
 Crazy Egg | Heatmaps plus A/B testing in one tool | $99/month (Plus, billed annually) | No (30-day free trial) |
 Personizely | Affordable CRO for ecommerce | $47/month (Premium, billed annually) | No (14-day free trial) |
 Zoho PageSense | Budget all-in-one optimization | From $39/month (Optimize, 10,000 visitors) | Yes |
 Intelligems | Price and offer testing for Shopify | From $59/month (Core, billed annually) | Free trial (see website) |
Is your product missing or out of date?
We review this list regularly. Vendors can request a listing, send updated pricing or ask about featured placement.
The best A/B testing software
Picture a landing page converting at 2 percent. A headline test lifts it to 2.6 percent, and that lift compounds across every visitor for years. That is the math that justifies A/B testing software, and it is also the math that punishes buying the wrong one: enterprise platforms priced for companies with 50 marketers will not pay back for a site with 20,000 visitors a month. Nine tools across the budget spectrum, with the ones that hide their pricing marked honestly.
Starting priceSee website (quote-based)
Free planNo
Optimizely is where large companies run serious experimentation programs. Web Experimentation covers A/B, multivariate and multi-page tests with a visual editor and a code editor; the platform extends to feature flags and server-side tests for engineering teams. Stats tooling, audience targeting and program management are built for organizations where CRO is a full-time function.
The commercial reality is enterprise through and through. Optimizely publishes no prices; every plan is individually packaged and ends in a demo request. Third-party reports cite Web Experimentation from about $36,000 a year, with median deals across products near $81,000. If you run a real testing program with a dedicated team and seven-figure traffic, it earns its keep. For a small business, the sales process alone should tell you to look at Convert or Personizely instead.
What we like- The reference platform for scaled experimentation, with web, feature and mobile testing plus feature flags
- Deep targeting and stats for dedicated CRO teams
- Strong enterprise governance
Watch out for- No published pricing and demo-led sales
- Third-party reports put Web Experimentation around $36,000 a year
- Overkill for teams running fewer than a handful of tests
Starting priceSee website (quote-based)
Free planYes (Starter, limited)
VWO is the classic Google Optimize successor: visual editor, A/B and multivariate testing, split URL tests, plus Insights (heatmaps, recordings, form analytics) and Personalize as separate modules. For mid-market teams that want one vendor for experimentation and behavioral data, the breadth is the appeal.
The pricing picture changed in 2026. VWO combined with AB Tasty under Wingify in January 2026, and the pricing page now shows feature comparisons without figures. Third-party writeups cite VWO Testing Growth from around $300 to $665 a month depending on traffic volume, with Pro near $1,000 to $1,336. A free Starter tier exists but is reported discontinued for new customers. Treat any third-party number as a range, not a quote, and get the MTU-based price for your traffic in writing before evaluating.
What we like- Full suite (testing, heatmaps, personalization, feature rollouts) in one vendor
- Generous module lineup once you pay
- Strong for teams combining CRO with personalization
Watch out for- VWO merged with AB Tasty in January 2026 and no longer publishes prices
- Module-based pricing stacks fast, with reported full-suite costs near $1,700 a month at Pro
Starting priceSee website (quote-based)
Free planNo
AB Tasty has always been an enterprise platform, and after the 2026 combination with VWO under Wingify it shares VWO's quote-only pricing approach. The product's strengths are team workflows: approvals, shared asset libraries, and AI-driven targeting that personalizes across channels. Multi-brand enterprises with distributed marketing teams get the most from it.
The cost structure is enterprise-shaped. Directories have listed annual floors around $15,000 to $20,000, and buyer reports range up to $150,000 a year. There is no free tier and no trial path for a small team to evaluate casually. If you are choosing between AB Tasty, Optimizely and Adobe Target, the decision comes down to the sales conversation and your existing stack. Everyone else should shop the published-price tools on this list.
What we like- Strong collaboration workflows and AI-driven targeting across testing and personalization
- Built for multi-brand, multi-team enterprises
- Post-merger backing by Wingify
Watch out for- Quote-led pricing with reported annual floors around $15,000 to $20,000 and buyer reports up to $150,000
- No self-serve entry for small teams
Starting priceSee website (quote-based)
Free planNo
Kameleoon differentiates on AI: the platform analyzes user behavior and recommends experiments, rather than waiting for your team to guess what to test. For teams in regulated industries, its privacy-first architecture is a genuine selling point. Testing, personalization and feature experimentation ship together.
Like the other enterprise tools here, Kameleoon does not publish pricing. Third-party comparisons cite roughly $495 a month as an entry point, but that is not a list price, so mark it as unverified. The platform is strongest for mid-market to enterprise companies that want AI assistance in the testing workflow. Budget-conscious teams should compare Personizely or Convert first.
What we like- AI-powered experiment recommendations built from behavioral data
- Privacy-first positioning that suits regulated industries
- Strong personalization alongside testing
Watch out for- No published pricing (third-party reports cite around $495 a month)
- Smaller ecosystem than Optimizely or VWO
- Enterprise sales motion
Starting price$299/month (Growth, billed annually)
Free planNo (15-day free trial)
Convert is the honest alternative to the quote-based giants. It offers A/B, multivariate, split URL and multi-page testing, client-side and server-side, with a visual editor and a strong code editor for CSS and JavaScript. The stats engine lets you switch between frequentist and Bayesian analysis, and heatmaps and session recordings do not consume your tested-user quota.
Pricing is public: Growth at $299 a month billed annually ($399 month to month) for 100,000 monthly tested users, Pro at $420 a month billed annually ($599 monthly) for 250,000, and Enterprise custom. Convert publishes its flat-rate plans on convert.com and bills from EU-based servers with first-party cookies only, which suits privacy-conscious teams. For mid-size companies that want enterprise-grade testing without a sales negotiation, this is the value pick.
What we like- One of the few serious platforms that still publishes prices
- Flat rates with no per-module charges
- Strong code editor and a choice of frequentist or Bayesian stats
Watch out for- $299 a month is steep for small sites
- Onboarding is weaker than the sales polish suggests
- Advanced targeting needs the Pro tier
Starting price$99/month (Plus, billed annually)
Free planNo (30-day free trial)
Crazy Egg is primarily a behavioral analytics tool that happens to include unlimited A/B testing from its Plus tier. For marketers who want heatmaps, scrollmaps, session recordings and experiments in one subscription, the bundle is compelling. All plans are billed annually with unlimited domains and team members and no overage charges; collection simply pauses if you exceed limits.
The pricing ladder: Starter at $29 a month (5,000 pageviews, no A/B testing), Plus at $99 a month (150,000 pageviews, unlimited A/B testing, CTAs, error tracking), Pro at $249 and Enterprise at $599. Check your pages-per-session in GA4 before choosing, because pageview-based billing hits content-heavy sites faster than session-based tools. If testing is the main job, Convert's $299 plan offers more depth; if visual insight plus light testing is the job, Crazy Egg wins.
What we like- Unlimited A/B testing from the $99 Plus plan alongside heatmaps, recordings and error tracking
- No overage charges
- Unlimited domains and team members
Watch out for- A/B testing is not on the $29 Starter plan at all
- Pageview-based pricing punishes high pages-per-session sites
- All plans billed annually
Starting price$47/month (Premium, billed annually)
Free planNo (14-day free trial)
Personizely is the budget pick that does not feel cheap. It combines A/B testing (including price and theme tests), website personalization and conversion widgets like popups and slide-ins in one platform, which means the winning variant can be deployed as a personalized experience without another tool. The visual editor requires no developer support, and the Shopify app makes it a natural fit for ecommerce stores.
Pricing is refreshingly simple: Essential at $39 a month, Premium at $59 a month ($47 billed annually) with A/B testing and personalization included, and Business at $389 for higher traffic. The 14-day free trial needs no credit card. The trade-offs are real but fair at this price: reporting segmentation is thinner than Convert's or VWO's, and the third-party integration library is smaller. For small ecommerce teams starting a testing program, this is the easiest yes on the list.
What we like- A/B testing plus personalization plus widgets (popups, bars, cross-sell) in one cheap platform
- Visual editor with no coding needed
- Strong Shopify integration
Watch out for- Reporting lacks the granular segmentation power users want
- Smaller integration ecosystem than older platforms
- Advanced customizations need CSS or JS help
#8
Zoho PageSense
Best for: Budget all-in-one optimization
Visit zoho.com
Starting priceFrom $39/month (Optimize, 10,000 visitors)
Free planYes
Zoho PageSense bundles nearly the whole CRO toolkit into one platform: A/B and split URL testing with a drag-and-drop visual editor, heatmaps, session recordings, funnel and form analysis, goals and personalization. For marketing teams running paid campaigns who need to test landing pages without developer support, it covers the workflow end to end.
Pricing is visitor-based across three product lines. The Analyze line starts around $16 a month for 10,000 visitors; Engage around $23; Optimize, which includes A/B testing, starts at $39 a month for 10,000 visitors and scales to over $1,000 at a million visitors. A free plan makes it easy to start. The ceiling is the catch: top tiers reach $5,000 a month, so model the price against your traffic growth, not just today's volume.
What we like- A/B testing, heatmaps, recordings, funnel and form analysis and personalization in one no-code platform
- A free plan exists
- Natural fit for teams already on Zoho
Watch out for- The Optimize tier needed for A/B testing scales steeply with traffic (up to $5,000 a month at the top)
- Visual editing struggles on complex dynamic pages
Starting priceFrom $59/month (Core, billed annually)
Free planFree trial (see website)
Most A/B testing tools test headlines and buttons. Intelligems tests what actually moves ecommerce profit: prices, shipping thresholds, discounts and offers. That is a different and more valuable experiment for a Shopify store, because a 5 percent price change dwarfs any button-color lift. It scales by monthly Shopify order volume rather than traffic.
The pricing: Core Redirect Only at $49 a month for URL redirects under 3,000 orders a month, Core at $79 a month ($59 billed annually) for content tests, Plus at $499 a month ($374 annual) for price and shipping testing, and Blue at $999 a month ($749 annual) for subscriptions and multi-currency. If you run a Shopify store and have never tested your pricing, this is the tool that pays for itself fastest.
What we like- Tests prices, shipping rates and offers, not just page content, which is where ecommerce margin actually lives
- Purpose-built for Shopify
- Scales by order volume
Watch out for- Shopify-only, so useless outside that ecosystem
- No multivariate or server-side testing depth
- The useful price-testing tiers start at Plus ($374 annual)
Traffic math: how much testing you actually need
A/B testing has a minimum viable traffic, and it is higher than most vendors admit. To detect a 10 percent relative lift at 95 percent confidence, a page converting at 2 percent needs roughly 50,000 visitors per variation. At 20,000 monthly visitors, one test takes months to reach significance. Below that, you are better off fixing obvious friction (slow pages, confusing forms, missing trust signals) than running experiments.
This is why the pricing tiers matter. A $299-a-month Convert plan or a $47-a-month Personizely plan pays for itself on a site with 100,000 monthly visitors and a real testing cadence. On a 15,000-visitor blog, the same money buys better results spent on page speed and content. Be honest about your traffic before you buy, and run a sample-size calculator before you launch your first test.
How we chose
We read the current pricing situation of every vendor, and marked quote-based tools honestly: Optimizely, VWO, AB Tasty and Kameleoon all hide pricing behind sales in 2026, so they show "See website" rather than third-party estimates presented as facts. For tools with published prices, we verified the entry tier that actually includes A/B testing (Crazy Egg's Plus, Zoho's Optimize, Personizely's Premium). We compared visual editors, stats engines, targeting depth, personalization, integrations and the real scaling costs. We read recent reviews on G2, Capterra and Reddit for the recurring complaints: pricing opacity, overage surprises and onboarding quality.
What to look for before you buy
Check what counts as a billable unit. Tested users (Convert), monthly tracked users (VWO), pageviews (Crazy Egg), visitors (Zoho, Personizely) and orders (Intelligems) all meter different things, and your traffic shape decides which is cheapest. A content site with high pages per session pays more under pageview billing; a high-traffic, low-conversion site pays more under MTU billing.
Confirm the stats engine and flicker control. The tool should offer a credible significance calculation (frequentist or Bayesian) and anti-flicker rendering so variants do not flash the original page. Both are table stakes in 2026; any tool missing them is not serious.
Finally, match the tool to your testing ambition. If you will run two tests a quarter, Personizely, Crazy Egg or Zoho PageSense are plenty. If CRO is someone's full-time job with a test backlog, Convert's depth or an enterprise platform's program management will pay off. The most expensive mistake is buying enterprise software for a part-time testing habit.
Frequently asked questions
What is the best A/B testing platform for small businesses?
Personizely (from $47/month billed annually) and Zoho PageSense (from $39/month) are the strongest budget picks, with Crazy Egg Plus ($99/month) if you also want heatmaps and recordings. All three include real A/B testing without enterprise contracts.
How much does A/B testing software cost?
From $39 to $99 a month for small-business tools (Zoho PageSense, Personizely, Crazy Egg Plus), $299 a month for Convert's published plans, and quote-only for Optimizely, VWO, AB Tasty and Kameleoon, where buyer reports suggest $15,000 to $80,000-plus a year.
Is there free A/B testing software?
Google Optimize was discontinued in 2023, so the free options are thinner now. Zoho PageSense and VWO offer limited free plans. Most serious tools offer 14 to 30-day free trials instead.
How much traffic do I need to A/B test?
Roughly 50,000 visitors per variation to detect a 10 percent lift on a 2 percent baseline conversion rate. Below about 20,000 monthly visitors, fix obvious friction first and test later.
What is the difference between A/B testing and multivariate testing?
A/B testing compares whole page versions against each other. Multivariate testing changes multiple elements at once to find the best combination. Multivariate needs much more traffic to reach significance, so most small businesses should stick with A/B tests.
Sources we checked (11)
- https://www.optimizely.com/plans/
- https://www.vwo.com/pricing/
- https://www.abtasty.com
- https://www.kameleoon.com
- https://www.convert.com/pricing/
- https://www.crazyegg.com/pricing/
- https://www.personizely.net/pricing/
- https://www.zoho.com/pagesense/pricing.html
- https://www.intelligems.io/pricing
- https://www.runpivot.com/blog/ab-testing-tool-pricing-2026
- https://www.rich-page.com/convert-review/
Is your product missing or out of date?
We review this list regularly. Vendors can request a listing, send updated pricing or ask about featured placement.
Shihab Mia · Founder, Rankite
Shihab has spent more than a decade helping SaaS and e-commerce brands grow through search. He writes Rankite's software buying guides from pricing pages, documentation and public user reviews. More about Shihab.