Updated: February 2026
Experimentation and A/B testing platforms
Digital experience optimization platform
Optimizely is a digital experience platform offering web experimentation, A/B testing, personalization, CMS, commerce, and analytics. Enterprise-grade with custom pricing for each product.
Digital analytics platform
Amplitude is a digital analytics platform that helps teams understand user behavior with product analytics, session replay, feature flags, and A/B experimentation capabilities.
Product analytics for mobile and web
Mixpanel is a product analytics platform for tracking user interactions. Event-based analytics show how users engage with features. Funnels and flows visualize user journeys. Retention analysis measures long-term engagement. A/B testing and messaging drive growth. The analytics platform product teams use to make decisions.
Open-source feature flag and remote config
Flagsmith is an open-source feature flag and remote config service that helps teams release features safely with targeted rollouts and A/B testing.
Experimentation and conversion optimization
VWO (Visual Website Optimizer) is a conversion optimization platform offering A/B testing, heatmaps, session recordings, surveys, and personalization based on Monthly Tracked Users (MTU).
Open-source link management
Dub is the open-source link management platform for modern marketing teams. Create short links with advanced analytics, custom domains, A/B testing, and conversion tracking.
Feature flags and experimentation at scale
LaunchDarkly is a feature flag management platform enabling teams to control feature releases, run A/B experiments, and safely deploy code with 30 idiomatic SDKs and unlimited feature flags.
Landing page builder
Unbounce is a landing page platform designed for conversion. Build high-converting landing pages with a drag-and-drop editor and AI copywriting. A/B testing optimizes performance automatically. Smart Traffic uses AI to route visitors to the variant most likely to convert them. Popups and sticky bars capture more leads. For marketers who want more conversions without depending on developers.
Heatmaps and session recordings
Hotjar shows how visitors actually use your website. Heatmaps visualize where users click, move, and scroll. Session recordings replay individual visits. Surveys and feedback widgets collect user opinions. Funnels identify where users drop off. See your site through your users' eyes.
Open-source feature flags and A/B testing
GrowthBook is an open-source feature flagging and A/B testing platform that integrates with your data warehouse for experiment analysis.
Experimentation and A/B testing platforms
According to our analysis of 10+ tools, the a/b testing software market offers solutions for teams of all sizes, from solo professionals to enterprise organizations. The best a/b testing tools in 2026 combine powerful features with intuitive interfaces.
Automate repetitive a/b testing tasks to save time
Work together with team members in real-time
Track progress and measure performance
Protect sensitive data with enterprise-grade security
A/B Testing software is used by a wide range of professionals and organizations:
When evaluating a/b testing tools, consider these key factors:
Based on our analysis of features, user reviews, and overall value, Optimizely ranks as the #1 a/b testing tool in 2026 with a score of 88/100. Other top-rated options include Amplitude and Mixpanel.
Yes! Amplitude, Mixpanel, Flagsmith offer free plans. In total, 6 of the top 10 a/b testing tools have free or freemium pricing options.
Our rankings are based on multiple factors: editorial analysis of features and usability (40%), community reviews and ratings (30%), pricing value (15%), and integration capabilities (15%). We regularly update rankings as tools evolve and new reviews come in.
Key factors to consider include: core features that match your workflow, ease of use and learning curve, pricing that fits your budget, quality of customer support, integrations with your existing tools, and scalability as your needs grow.
At Toolradar, we combine editorial expertise with community insights to rank a/b testing tools:
Rankings are updated regularly as we receive new reviews and as tools release updates. Last updated: February 2026.
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