Ranked list

Best A/B Testing Tools in 2026

By Louis Corneloup · Updated November 1, 2026

Experimentation and A/B testing platforms

Key Takeaways

Amplitude is our overall pick for a/b testing in 2026, and our free pick. Overall and free pick: Free plan; cheapest paid plan Plus (3M events), $75/mo (billed yearly). Rated 4.5/5 across G2 and Capterra (3,059 ratings, Sep 2026). Watch out: MTU-based pricing can be expensive for products with many low-engagement users. A marketing site with 500K monthly visitors costs far more on Amplitude (MTU-based) than Mixpanel (event-based) if each visitor generates few events.
We evaluated 38 a/b testing tools to create this ranking.
3 of the 10 tools listed here have a free plan.

Publications that cover the tools tracked here

38 tools evaluated
10 top picks
3 with a free plan

A/B testing has split between web optimization tools (Optimizely, VWO) and feature flagging platforms with experimentation (LaunchDarkly, Split, Flagsmith). For marketing-led testing of landing pages and ads, the optimization tools win; for product experimentation tied to feature releases, feature flagging platforms win.

10 top a/b testing tools compared

A/b testing tools compared on starting price (cheapest paid plan, monthly, as of November 2026), average user rating with each review site's own score, and the hidden cost to watch for.
Tool	Starting price (Nov 2026)	Rating	Watch out for
Amplitude	Price: $75/mo	4.5 out of 5, from 3,059 ratings across G2 and Capterra G2 4.5 · Capterra 4.6	Watch out: MTU-based pricing can be expensive for products with many low-engagement users. A marketing site with 500K monthly visitors costs far more on Amplitude (MTU-based) than Mixpanel (event-based) if each visitor generates few events.
Mixpanel	Price: $20/mo	4.5 out of 5, from 1,518 ratings across G2 and Capterra G2 4.5 · Capterra 4.5	n/a
VWO	Price: $299/mo	4.4 out of 5, from 1,020 ratings across G2 and Capterra G2 4.4 · Capterra 4.5	n/a
Optimizely	Price: Not published	4.2 out of 5, from 931 ratings on G2 G2 4.2	Watch out: Potential for high annual contract minimums.
Statsig	Price: $150/mo	4.7 out of 5, from 347 ratings on G2 G2 4.7	Watch out: Overage fees for events beyond tier limits
AB Tasty	Price: Contact sales	4.5 out of 5, from 429 ratings across G2 and Capterra G2 4.4 · Capterra 4.6	Watch out: Traffic-based pricing can lead to high overage fees.
Split	Price: Contact sales	4.5 out of 5, from 348 ratings across SourceForge and G2 G2 4.6 · SourceForge 4.3	Watch out: Overage fees for MTKs beyond free tier
Chameleon	Price: $279/mo	4.4 out of 5, from 353 ratings on G2 G2 4.4	Watch out: MTU limits can lead to overage charges.
WiserNotify	Price: $4.92/mo	4.9 out of 5, from 146 ratings across G2 and Capterra Capterra 4.9 · G2 4.8	n/a
Wisepops	Price: Not published	4.6 out of 5, from 166 ratings across G2 and Trustpilot G2 4.5 · Trustpilot 4.7	n/a

A/B Testing pricing compared

A/B Testing pricing, as of November 2026
Tool	Cheapest paid plan	Free plan	Billing basis
Amplitude	Cheapest paid plan: Plus (3M events), $75/mo (billed yearly)	Free plan: Yes (Starter)	Billing: Billed yearly
Mixpanel	Cheapest paid plan: Growth, $20/mo	Free plan: Yes	Billing: Billed monthly
VWO	Cheapest paid plan: Growth, $299/mo	Free plan: No	Billing: Billed monthly
Optimizely	Cheapest paid plan: Not published	Free plan: No	Billing: Not published
Statsig	Cheapest paid plan: Pro, $150/mo	Free plan: Yes	Billing: Billed monthly
AB Tasty	Cheapest paid plan: Not published	Free plan: No	Billing: Not published
Split	Cheapest paid plan: Not published	Free plan: No	Billing: Not published
Chameleon	Cheapest paid plan: Startup, $279/mo	Free plan: No	Billing: Billed monthly
WiserNotify	Cheapest paid plan: Basic, $4.92/mo (billed yearly)	Free plan: No	Billing: Billed yearly
Wisepops	Cheapest paid plan: Not published	Free plan: No	Billing: Not published

Toolradar pricing data, last verified November 2026. Prices are the cheapest paid plan converted to a monthly figure; "Not published" means the vendor publishes no price for a self-serve paid plan. 6 of 10 tools publish a paid price; median cheapest paid plan $112.50/mo.

Toolradar data

The a/b testing tools market in numbers

Toolradar data: Toolradar tracks 38 a/b testing tools as of November 3, 2026. 53% of the a/b testing tools on Toolradar are free, freemium or open source. Toolradar re-checked the pricing of 84% of a/b testing tools in the last 90 days. Toolradar aggregates 9,410 public user reviews (G2, Capterra, Trustpilot and other review sites) across 29 rated a/b testing tools. The most cross-shopped a/b testing tool is Amplitude, listed as an alternative to 42 other tools on Toolradar. The most compared a/b testing tool on Toolradar over the last 90 days is Amplitude, with 224 side-by-side comparisons. Computed from the Toolradar catalog and on-site activity.

38 a/b testing tools tracked
53% are free, freemium or open source
84% of prices re-checked in the last 90 days
9,410 public user reviews aggregated across 29 rated tools

Most cross-shopped a/b testing tools on Toolradar, as of November 2026 Listed as an alternative to the most other tools on Toolradar
Rank	Tool	Listed as an alternative to
1	Amplitude	42 tools
2	Mixpanel	37 tools
3	Optimizely	27 tools

Most compared a/b testing tools on Toolradar, last 90 days to November 2026 Side-by-side comparisons by visitors, last 90 days
Rank	Tool	Comparisons
1	Amplitude	224
2	Mixpanel	196
3	GrowthBook	105

Source and method: live a/b testing tools statistics

A/B Testing leaderboards from Toolradar data

Toolradar ranks A/B Testing tools on one measure at a time, only where at least 8 tools have data. As of Nov 2026.

CSV

Lowest entry price, plans with no stated unit

Cheapest standard paid plan per month (annual prices divided by 12), read on vendor pages and compared only with tools priced on the same basis.

Counted among 17 tools with no stated price unit, verified price.

Lowest entry price, plans with no stated unit, A/B Testing tools on Toolradar, as of Nov 2026
#	Tool	Entry plan
1	WiserNotify	$4.92/mo, billed yearly
2	Humblytics	$19/mo, billed monthly
3	Tggl	$19.40/mo, billed monthly
4	Mixpanel	$20/mo, billed monthly
5	Dub	$25/mo, billed monthly

A position exists only when at least 8 tools have data for that metric. 17 of 38 A/B Testing tools have a verified price; the others publish none we could read (often "contact sales"). Advertising and placement fees are not inputs to any position. Visit counts include visits from every source. How we compute this. Cite this: Toolradar, “A/B Testing leaderboards”, Nov 2026. Data licensed CC BY 4.0. All A/B Testing statistics.

How the top a/b testing tools compare

3 of the 10 a/b testing tools listed here have a free plan (Amplitude, Mixpanel, Statsig); the other 7 (VWO, Optimizely, AB Tasty, Split, Chameleon, WiserNotify, Wisepops) are paid only. Teams on a budget should start with Amplitude, our free pick.

Rankings are computed from G2/Capterra review volume and rating, and media mentions. Editorial policy

Top a/b testing tools

Order: Toolradar ranking score, which is the public review volume times the average rating on G2, Capterra, Trustpilot and other review sites, plus media mentions (recent ones count more). Paid placements are labelled and never change the score. How we rank.

Amplitude

Free plan

Understand user behavior with product analytics and experimentation

4.5 /5 across G2 and Capterra · 3,059 ratings, Sep 2026

Amplitude is a digital analytics platform that helps teams understand user behavior with product analytics, session replay, feature flags, and A/B experimentation capabilities.

View details Visit website Amplitude alternatives →

Used Amplitude? Rate it

Pro: Powerful analytics features
Pro: Good free tier
Pro: Strong cohort analysis

Con: Can be complex to set up
Con: Expensive at scale

Good value

Amplitude free Starter plan is genuinely useful: 10K monthly tracked users (MTUs), 10M events, session replay, and unlimited feature flags.

Watch out

MTU-based pricing can be expensive for products with many low-engagement users. A marketing site with 500K monthly visitors costs far more on Amplitude (MTU-based) than Mixpanel (event-based) if each visitor generates few events.

Mixpanel

Free plan

Product analytics for mobile and web

4.5 /5 across G2 and Capterra · 1,518 ratings, Sep 2026

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.

View details Visit website Mixpanel alternatives →

Used Mixpanel? Rate it

Pro: Powerful event-based analytics model
Pro: Generous free tier with 20M events/month
Pro: Intuitive funnel and retention reports

Con: Learning curve for complex queries
Con: Can get expensive at scale

Great value

Mixpanel's free tier (1M events) is generous.

VWO

Paid

Experimentation and conversion optimization

4.4 /5 across G2 and Capterra · 1,020 ratings, Sep 2026

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).

View details Visit website

Used VWO? Rate it

Pro: Good A/B testing
Pro: Heatmaps
Pro: Session recordings

Con: UI dated
Con: Learning curve

Fair value

VWO's pricing is on the expensive side compared to market alternatives, especially the 'Growth' tier starting from $299/month.

Optimizely

Paid

Digital experience optimization platform

4.2 /5 on G2 · 931 ratings, Aug 2026

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.

View details Visit website

Used Optimizely? Rate it

Pro: Enterprise experimentation
Pro: Feature flags
Pro: CMS included

Con: Very expensive
Con: Complex platform

Watch out

Potential for high annual contract minimums.

Statsig

Free plan

Feature flags and product experimentation

4.7 /5 on G2 · 347 ratings, Sep 2026

Statsig provides feature flags with statistical rigor. Experimentation infrastructure-flags that measure impact properly. The statistics are rigorous. The infrastructure scales. The measurement is built in. Teams wanting data-driven feature management use Statsig for statistical feature flags.

View details Visit website Statsig alternatives →

Used Statsig? Rate it

Pro: Feature flags platform
Pro: Good analytics
Pro: Fair pricing

Con: Learning curve
Con: Per-event pricing

Good value

Statsig's pricing is quite generous, especially with a robust Free tier offering 50M events.

Watch out

Overage fees for events beyond tier limits

AB Tasty

Paid

A/B testing and personalization platform for optimizing digital experiences

4.5 /5 across G2 and Capterra · 429 ratings, Sep 2026

AB Tasty is an enterprise experimentation and personalization platform offering A/B testing, feature flags, AI-based targeting, and mobile app optimization with custom pricing.

View details Visit website

Used AB Tasty? Rate it

Pro: Good A/B testing platform
Pro: Personalization features
Pro: Visual editor

Con: Expensive
Con: Learning curve

Fair value

AB Tasty's enterprise-only pricing model, requiring a demo for quotes, suggests a premium and potentially expensive offering.

Watch out

Traffic-based pricing can lead to high overage fees.

Split

Paid

Feature flags and experimentation platform

4.5 /5 across SourceForge and G2 · 348 ratings, Sep 2026

Split provides feature flags with experimentation. Feature management with impact measurement-flags that prove value. The experimentation is integrated. The flags work. The measurement shows impact. Teams wanting measured feature releases use Split for flags with experimentation.

View details Visit website Split alternatives →

Used Split? Rate it

Pro: Feature flags platform
Pro: Good for experiments
Pro: Active development

Con: Per-MTU pricing
Con: Learning curve

Good value

Split's pricing model is generous for small teams with a robust free tier offering 10 seats and 50K MTKs.

Watch out

Overage fees for MTKs beyond free tier

Chameleon

Paid

Build in-app guidance and onboard users without code

4.4 /5 on G2 · 353 ratings, Sep 2026

Chameleon is a product adoption platform for building in-app guidance without coding. Create tours, tooltips, and modals to onboard users. Target specific user segments with personalized experiences. A/B test different approaches to find what works. Analytics measure adoption and feature engagement. Turn new users into power users with contextual guidance.

View details Visit website

Used Chameleon? Rate it

Pro: Deep customization
Pro: Good targeting
Pro: Developer-friendly

Con: Complex setup
Con: Premium pricing

Fair value

Chameleon's pricing is on the higher side, with the 'Startup' tier starting at $279/month, which can be expensive for smaller startups.

Watch out

MTU limits can lead to overage charges.

WiserNotify

Paid

Boost sales and conversions by displaying real-time social proof and urgency notifications on your website.

4.9 /5 across G2 and Capterra · 146 ratings, Sep 2026

WiserNotify is a social proof and FOMO marketing tool designed to help online businesses increase their conversion rates. It displays various types of notifications on websites, such as recent sales, sign-ups, reviews, and visitor counts, to build trust, create urgency, and encourage visitors to take action. The platform offers a wide range of customizable templates and integrations to seamlessly fit into existing marketing stacks. This tool is ideal for entrepreneurs, marketers, e-commerce stores, coaching businesses, and agencies looking to optimize their sales funnels and maximize conversions. By leveraging psychological triggers like social proof and scarcity, WiserNotify helps reduce customer acquisition costs, improve website engagement, and ultimately drive more sales and leads. It provides advanced features like A/B testing, granular targeting, and detailed reporting to continuously optimize notification performance. WiserNotify supports multiple website platforms like Shopify, Wix, WordPress, Magento, and Bigcommerce, and integrates with over 200 business tools for automated data capture. Its easy setup process allows users to implement social proof notifications quickly without requiring extensive technical skills.

View details Visit website WiserNotify alternatives →

Used WiserNotify? Rate it

Pro: Easy to set up and use, even for non-technical users.
Pro: Wide range of notification types to cover various use cases.
Pro: Extensive integrations with popular platforms and tools.

Con: Pricing is based on monthly visitor limits, which can increase costs for high-traffic sites.
Con: Some advanced features like custom design and dedicated support are only available on higher-tier plans.

Great value

WiserNotify's pricing is generous and well-aligned with the market.

Wisepops

Paid

Boost ecommerce conversions with targeted popups and AI recommendations

4.6 /5 across G2 and Trustpilot · 166 ratings, Sep 2026

Wisepops is an onsite engagement platform for ecommerce brands to increase conversions from existing traffic through targeted popups, notification feeds, web push notifications, embedded banners, and AI-powered product recommendations. The platform includes advanced visitor targeting by device, behavior, location, and frequency, plus a built-in A/B testing and experiments platform for CRO optimization. Wisepops integrates with 100+ tools including Shopify, Klaviyo, HubSpot, and Salesforce. Customers report measurable results including 23% average order value increases and millions in attributed revenue.

View details Visit website

Used Wisepops? Rate it

Pro: Multi-channel approach covers the full visitor journey (popups, push, feed, embeds)
Pro: AI product recommendations drive personalized upselling
Pro: Strong reported results with +23% AOV increases

Con: Pricing not transparent on the website, requires trial or demo
Con: Higher-tier plans needed for multiple websites

Good value

Wisepops' pricing model is usage-based, scaling with pageviews, which is fair for an on-site marketing platform.

Why other a/b testing tools didn't make our top 10

We evaluated 38 tools in this category and these 20 ranked 11 through 30. They're solid options that fell short on one or two axes (review depth, pricing transparency, feature parity), but worth a look if the leaders don't fit your stack or budget.

Kameleoon

AI-powered web experimentation platform

TubeBuddy

Boost your YouTube growth with advanced channel management

Crazy Egg

Optimize your website with heatmaps, recordings, surveys, and A/B testing to understand user behavior.

OptinMonster

Lead generation and conversion optimization

Bucket

Automate feature flag management with intelligent, data-driven control.

Qonversion

Monetize your app with in-app purchases, analytics, and A/B testing across platforms.

Visitor profiles and timeline by Croct

A headless CMS for optimizing user experiences through personalization and A/B testing.

Mida.so

AI-powered lightweight A/B testing platform for websites with fast load times.

Eppo

Feature flagging and experimentation platform

Dub

Short links with advanced analytics for marketing teams

Intellimize

Optimize and personalize your Webflow website with AI-powered A/B testing and dynamic content delivery.

GrowthBook

Open-source feature flags and A/B testing

Personyze

Boost sales and engagement with AI-powered personalization, recommendations, and A/B testing.

Purchasely

One-stop solution for scalable and sustainable app monetization without code.

Countly

Product analytics with privacy focus

Zipify Pages

Build Shopify landing pages that convert and drive revenue

Tggl

Scale your product risk-free with feature flags, A/B testing, and efficient release management.

Humblytics

Run A/B tests and gain conversion insights without needing developers.

Superwall

The paywall experimentation platform for mobile apps, enabling no-code paywalls, A/B testing, and business analytics.

Web Speed

The Agentic Web Adaptation Layer for dynamic, personalized web experiences.

Popular a/b testing comparisons

See how the leading a/b testing tools stack up head-to-head.

Compare all 38 a/b testing tools side by side

Pricing breakdowns for a/b testing tools

Real plans and the hidden costs for each tool.

Browse all a/b testing tools

38 tools

Splitbee

This product has been sunsetted and is no longer available.

Free plan · Web

BeMorphy

Dynamically rewrite landing pages in real-time to match every ad, keyword, and audience.

Free plan · Web

Optimizely MCP

Query and create feature flags, experiments, audiences and results from an AI client.

Free plan

Eppo AI

The next-gen experimentation platform for trustworthy, self-serve A/B testing and feature management.

Paid · Web

Convert

A/B testing, conversion rate optimization, web optimization platform

Paid · Web

Statsig MCP

Control feature flags, experiments, and analytics via AI

Free plan

SimpleSplit

Done-for-you page tests that track real sales, launched only with your approval

Paid · Web

SplitLab

Test landing pages, track visitor behavior, and find conversion-winning variations

Free plan · Web

Showing the top 8 of 38. Filter to narrow down.

In-depth: why these tools made the cut

Why VWO competes with Optimizely on price-performance

VWO review

VWO bundles A/B testing, heatmaps, session recordings, and conversion analytics into one platform. For mid-market teams running CRO programs without enterprise budgets, VWO covers similar ground to Optimizely at lower cost.

For pure product experimentation tied to feature releases, feature flag platforms (LaunchDarkly, Split) are more appropriate.

Why Optimizely remains the digital experience standard

Optimizely review

Optimizely targets the enterprise CRO + content management overlap: A/B testing, personalization, and increasingly DXP (digital experience platform). For enterprise marketing teams running heavy CRO programs on customer-facing sites, Optimizely is rational.

For pure A/B testing on smaller scale, Optimizely is expensive overkill. VWO or Convert offer competitive testing at SMB-friendly pricing.

How to choose a/b testing software

Decide on web optimization vs product experimentation
Marketing/CRO testing on landing pages and ads: Optimizely, VWO, AB Tasty. Product feature experiments tied to releases: LaunchDarkly, Split, Flagsmith. Different goals, different statistical needs, different integration patterns.
Audit statistical capability
Bayesian vs frequentist methodology, sample-size calculators, sequential testing, the differences matter for high-stakes tests. Eppo and Statsig have invested heavily in statistical depth; some legacy tools have not.
Plan for analytics integration
Experiments need event data to compute outcomes. Tools that integrate cleanly with Amplitude, PostHog, or your warehouse (Snowflake, BigQuery) win operationally. Standalone analytics inside the test tool is fading.

Honorable mentions

Tools that didn't crack the headline list but deserve a look depending on what you optimize for.

Eppo Best modern product-experimentation platform
Eppo is the modern data-warehouse-native experimentation tool. Sits on top of your warehouse rather than running its own data collection. Strong choice for data-mature teams.

Best A/B Testing for

How we ranked these a/b testing tools

We rank by real-world signal: G2/Capterra review volume and rating, and media mentions (volume and recency). Pricing is re-checked and the ranking refreshed monthly.

Tools evaluated: 38
With free plan: 46%; 17 of the 37 tools we rank
Last updated: November 2026

Toolradar Research

The data behind a/b testing tools

First-party analyses built from our full catalog, methodology published.

All Toolradar research

Frequently Asked Questions

What is the best a/b testing tool in 2026?

Based on our analysis of 38 a/b testing tools, Amplitude is our overall a/b testing pick. The next tools on the list are Mixpanel, VWO, Optimizely. Rankings use G2/Capterra review volume and rating, and media mentions.

What are the top 3 a/b testing tools?

The top 3 a/b testing tools in 2026, ranked by Toolradar, are: 1) Amplitude, Understand user behavior with product analytics and experimentation. 2) Mixpanel, Product analytics for mobile and web. 3) VWO, Experimentation and conversion optimization.

Are there free a/b testing tools?

Yes. Amplitude is our free a/b testing pick (free plan alongside paid plans). 3 of the 10 tools on this page have a free plan. Among the 37 a/b testing tools we rank, 17 have a free plan.

How do I choose the right a/b testing tool?

Start by defining your team size, budget, and must-have features. Amplitude is our overall a/b testing pick. Compare all 38 options side by side on Toolradar.

Cite this page: Toolradar, "Best A/B Testing Tools in 2026", updated November 2026, https://toolradar.com/best/ab-testing

A/B Testing statistics catalog size, ratings and pricing data, updated monthly

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Top 3 a/b testing tools

Amplitude

Mixpanel

VWO

10 top a/b testing tools compared

A/B Testing pricing compared

The a/b testing tools market in numbers

A/B Testing leaderboards from Toolradar data

Lowest entry price, plans with no stated unit

How the top a/b testing tools compare

Top a/b testing tools

Amplitude

Mixpanel

VWO

Optimizely

Statsig

AB Tasty

Split

Chameleon

WiserNotify

Wisepops

Why other a/b testing tools didn't make our top 10

Popular a/b testing comparisons

Pricing breakdowns for a/b testing tools

Browse all a/b testing tools

In-depth: why these tools made the cut

How to choose a/b testing software

Decide on web optimization vs product experimentation

Audit statistical capability

Plan for analytics integration

Honorable mentions

Best A/B Testing for

How we ranked these a/b testing tools

The data behind a/b testing tools

Frequently Asked Questions

What is the best a/b testing tool in 2026?

What are the top 3 a/b testing tools?

Are there free a/b testing tools?

How do I choose the right a/b testing tool?

Selling an a/b testing product? Reach 930K+ buyers through Toolradar & Dupple.