9 Best A/B Testing Tools for Marketing Experiments in 2026
We tested 18+ A/B testing platforms to find the best for marketing experimentation. These tools help you test landing pages, CTAs, pricing, and conversion elements with statistical confidence.
VWO provides a complete experimentation suite including A/B testing, heatmaps, session recordings, surveys, and personalization. The visual editor handles complex changes without developer help. Bayesian statistics provide faster results with clear insights.
Starting price$314/mo
Strengths
All-in-one suite
Great visual editor
Bayesian stats
Personalization
Good support
Limitations
Expensive
Learning curve
Complex for simple tests
Annual contracts
Who it's for: Best for growth teams wanting a complete experimentation platform.
Google Optimize offers free A/B testing with native GA4 integration. Simple visual editor for quick tests. Personalization features let you target specific audiences. Perfect starting point for teams new to experimentation.
Starting priceFree
Strengths
Completely free
GA4 native
Easy setup
Personalization
Google ecosystem
Limitations
Limited tests
Basic features
Sunset concerns
No support
Who it's for: Best for teams starting with A/B testing on a budget.
Optimizely is the enterprise standard for experimentation. Stats Accelerator engine delivers results faster with statistical rigor. Full-stack testing supports product and marketing experiments. Feature flags enable progressive rollouts.
Starting priceCustom
Strengths
Enterprise scale
Stats Engine
Full-stack
Feature flags
Best practices
Limitations
Very expensive
Complex
Long sales cycle
Requires expertise
Who it's for: Best for enterprises with dedicated experimentation programs.
AB Tasty is built for marketers who want powerful testing without complexity. Visual editor handles most changes without code. Widget library adds social proof, urgency, and popups. AI surfaces insights from test results automatically.
Starting priceCustom
Strengths
Marketer-friendly
Widget library
AI insights
Good editor
Fast setup
Limitations
Custom pricing
Limited developer features
Some bugs
Support varies
Who it's for: Best for marketing teams wanting easy-to-use A/B testing.
Convert focuses on privacy-first testing with GDPR compliance built in. Popular with agencies for white-label reporting. Flicker-free implementation prevents flash of original content. Excellent customer support sets it apart.
Starting price$99/mo
Strengths
Privacy-first
Agency features
Flicker-free
Great support
Good value
Limitations
Smaller feature set
Less AI
Basic personalization
Fewer integrations
Who it's for: Best for privacy-conscious teams and agencies.
Kameleoon combines AI-driven personalization with experimentation. Predictive targeting shows variations to users most likely to convert. Feature management enables progressive rollouts. Full-stack testing supports web and server-side experiments.
Starting priceCustom
Strengths
AI personalization
Predictive targeting
Feature flags
Full-stack
GDPR ready
Limitations
Complex
Expensive
Learning curve
Requires expertise
Who it's for: Best for teams wanting AI-driven personalization.
Unbounce combines landing page building with built-in A/B testing. Smart Traffic automatically routes visitors to best-performing variants. Template library speeds up page creation. Perfect for marketing teams focused on landing page conversion.
Starting price$99/mo
Strengths
Landing page builder
Smart Traffic AI
Templates
Easy to use
Forms included
Limitations
Landing pages only
Basic testing
Gets expensive
Limited targeting
Who it's for: Best for teams primarily testing landing pages.
Mutiny enables B2B website personalization by account and segment. Show different content to target accounts in ABM campaigns. No-code editor makes changes easy. Revenue attribution shows impact on pipeline.
Starting priceCustom
Strengths
B2B focus
Account-based
No-code
Revenue tracking
ABM integration
Limitations
B2B only
Expensive
Limited A/B features
Niche use case
Who it's for: Best for B2B companies with account-based marketing strategies.
Crazy Egg combines heatmaps and session recordings with simple A/B testing. See where users click, then test improvements. Basic testing capabilities suit simple experiments. Affordable entry point for conversion optimization.
Starting price$29/mo
Strengths
Heatmaps included
Simple interface
Affordable
Good for basics
Quick setup
Limitations
Basic testing
Limited targeting
No personalization
Simple stats
Who it's for: Best for teams wanting heatmaps with basic A/B testing.
We tested each platform by running real A/B tests with measurable outcomes.
Testing Power (30%) — Test types, targeting, and statistical rigor.
Ease of Use (25%) — Visual editor quality and test setup speed.
Analytics (20%) — Reporting depth and statistical confidence.
Integration (15%) — Analytics and data platform connections.
Value (10%) — Features relative to pricing tiers.
How to Choose
Choose VWO if you need complete experimentation suite.
Choose Google Optimize if you need zero budget.
Choose Optimizely if you need enterprise scale.
Choose Unbounce if you need landing page focus.
Choose Mutiny if you need B2B personalization.
Common Questions
Aim for at least 1,000 visitors per variation to detect a 10% improvement. Lower traffic requires larger effect sizes or longer test durations. Use calculators to estimate sample sizes for your goals.
Bayesian gives probability of being better, frequentist gives statistical significance. Bayesian can be faster to reach conclusions. Both are valid - choose based on your team statistical comfort level.
Run tests for at least one full business cycle (typically 2+ weeks) to capture day and time variations. Do not stop tests early even if results look conclusive - this leads to false positives.
Start with high-impact, high-traffic pages: homepage headlines, pricing page CTAs, checkout flow friction points. Focus on tests that can move revenue metrics, not vanity improvements.
