Quick answer: As of October 2026, established A/B testing tools include Optimizely, VWO and AB Tasty (both now under the Wingify brand), Convert Experiences, Adobe Target, Monetate (which bought SiteSpect), Salesforce Marketing Cloud Personalization (formerly Evergage), Dynamic Yield, Omniconvert, Crazy Egg and Unbounce. Google Optimize is no longer an option: Google shut it down on 30 September 2023. Pick a tool by your traffic, the kind of tests you need (page, landing page, server-side) and your budget, not by brand name.
A/B testing (also called split testing) shows two or more versions of a page, email or feature to different visitors at random and measures which version gets more conversions. It replaces guesswork with evidence: instead of arguing about a headline or a checkout button, you let real visitor behaviour decide.
We first published this list as “15 Best AB Testing Software” in 2020. When we checked every product again in October 2026, two had shut down, one had become a different kind of product, one could not be verified, and several had been bought or renamed. The list below keeps the 11 tools that still exist and still do A/B testing. A section further down explains what happened to the rest.
How to choose an A/B testing tool
- Traffic first. A/B tests need enough visitors and conversions to reach a reliable result. Low-traffic sites may wait weeks for an answer, so a simple, cheaper tool (or fewer, bigger tests) is often the better choice.
- Client-side or server-side. Client-side tools change the page in the visitor’s browser with a JavaScript snippet and a visual editor, which suits marketers. Server-side (or “full-stack”) testing changes what the server sends, which suits product teams testing features, pricing logic or apps, and avoids the “flicker” of the original page loading first.
- Statistics you can explain. Check whether the tool uses frequentist or Bayesian statistics, how it handles stopping a test early, and whether it warns about sample ratio mismatch (uneven traffic splits).
- Privacy and performance. Look at where test data is stored, cookie use, and how heavy the snippet is. If you sell in Europe, ask about GDPR compliance.
- Integrations. Make sure results can flow into the analytics tool you already use. When Google retired Optimize, it named AB Tasty, Optimizely and VWO as tools it was working with to integrate A/B testing with Google Analytics 4.
- Pricing model. Most enterprise tools are quote-based. A few publish plans. Always confirm what counts towards your limit (visitors tested, page views or seats).
A/B testing tools compared
| Tool | Best for | Pricing model (Oct 2026) | Testing types |
|---|---|---|---|
| Optimizely | Enterprise experimentation programmes | Quote-based; plans packaged individually | Web, server-side, feature tests |
| VWO (Wingify) | Marketing and product teams of most sizes | Subscription; free trial offered | Web, server-side, mobile app |
| AB Tasty (Wingify) | Marketing-led testing and personalisation | Check vendor | Web, server-side, mobile app |
| Convert Experiences | Privacy-conscious teams wanting published pricing | Published plans; free trial | Web, server-side (SDKs) |
| Adobe Target | Adobe Experience Cloud users | Enterprise licence (Standard or Premium) | Web, apps, other digital channels |
| Monetate (incl. SiteSpect) | Enterprises, including regulated industries | Check vendor | Client-side, server-side, network-layer |
| Salesforce Marketing Cloud Personalization | Salesforce customers | Check vendor | Web and journey A/B and multivariate |
| Dynamic Yield | Large retailers focused on personalisation | Check vendor | Web, apps, kiosks |
| Omniconvert Explore | Ecommerce conversion optimisation | Check vendor | Web |
| Crazy Egg | Small sites that also want heatmaps | Subscription; free trial | Web |
| Unbounce | Landing page tests without developers | Subscription; 14-day free trial, per Unbounce’s pricing page | Landing pages |
The 11 A/B testing tools in detail
1. Optimizely
Optimizely remains one of the best-known experimentation platforms and is aimed mainly at larger organisations. Its site describes A/B and multivariate testing with a visual editor, server-side experiments, multi-armed bandits, feature management for testing in production, and AI agents that suggest test ideas. Personalisation is sold as a separate product. Optimizely does not publish prices; its pricing page says every plan is packaged individually. The original article called Optimizely ideal for beginners; in practice its depth and price make it a better fit for teams running a regular testing programme.
2. VWO
VWO was created by Wingify, an Indian company founded in 2010, which received a majority investment from Everstone Capital in 2025. In 2026 VWO and AB Tasty combined under the Wingify brand, and vwo.com now redirects to wingify.com. Wingify says both VWO and AB Tasty continue as product brands while their features converge. Documented testing types include A/B, multivariate and split URL tests, multi-page and cross-domain experiments, server-side tests, feature rollouts and mobile app testing, with a Bayesian statistics engine called SmartStats. As the original article noted, you can target tests by visitor behaviour, such as time on page or clicks on a particular element.
3. AB Tasty
AB Tasty was founded in Paris in 2013 and is now part of Wingify alongside VWO; abtasty.com redirects to the Wingify site. It covers client-side and server-side testing, personalisation and feature experimentation. Existing customers can keep using AB Tasty during the transition, according to Wingify. If you are choosing between AB Tasty and VWO today, ask Wingify which product it recommends for new accounts, because the two are being merged into one platform.
4. Convert Experiences
Convert Experiences, from Convert Insights Inc., supports A/B, split URL, multi-page, multivariate, price and multi-armed bandit tests, plus server-side testing through SDKs for JavaScript, Python, PHP, Ruby, Android and iOS. Convert stresses privacy: its site says it uses first-party cookies, does not need to store personal data and keeps data on servers in Frankfurt, Germany. It also offers both frequentist and Bayesian statistics. Unlike most rivals, Convert publishes its plans on its website, so check there for current prices.
5. Adobe Target
Adobe Target is the testing and personalisation tool in Adobe Experience Cloud, used across websites, apps and other digital channels. Adobe’s documentation lists six activity types: manual A/B tests, Auto-Allocate (which shifts traffic to the winning version during a test), Auto-Target and Automated Personalization (both using machine learning to match visitors with content), multivariate tests and rule-based Experience Targeting. Some features, such as Recommendations inside activities, need a Target Premium licence. An earlier version of this article said Adobe Target combines with Google Analytics to create reports; we could not confirm that in Adobe’s current documentation, so check analytics integration options with Adobe before you buy.
6. Monetate (including SiteSpect)
SiteSpect was one of the first server-side testing tools, which avoided many of the problems of browser-based JavaScript tags. In 2025, Monetate acquired SiteSpect, and sitespect.com now redirects to Monetate’s Maestro experimentation suite. Monetate describes Maestro as covering client-side and API-driven A/B, A/B/n and multivariate tests, and a “Forte” option for secure, logged-in and regulated environments (such as checkout or patient portals) that can be deployed in the cloud, on a private network or on premises.
7. Salesforce Marketing Cloud Personalization (formerly Evergage)
Evergage was bought by Salesforce and renamed Interaction Studio, and later Marketing Cloud Personalization. Salesforce’s own page confirms the three names refer to the same product. It runs rules-based campaigns with A/B and multivariate tests across web experiences and customer journeys. Salesforce now also promotes a newer product called Salesforce Personalization for new customers, while still supporting Marketing Cloud Personalization. This option makes most sense if your business already runs on Salesforce.
8. Dynamic Yield
Dynamic Yield is now owned by Mastercard; dynamicyield.com redirects to a Mastercard page, and its developer documentation is branded “Mastercard Dynamic Yield”. Its “Experience OS” platform focuses on personalised experiences on websites, apps and kiosks, including headless setups. It is best suited to large retail and ecommerce businesses. Ask the vendor how its experimentation features are packaged today.
9. Omniconvert Explore
Omniconvert’s A/B testing product is called Explore. It offers A/B and multivariate tests with a no-code experiment builder, personalisation by customer segment, website overlays and on-site surveys. Omniconvert also sells Pulse (NPS and feedback surveys). The original article said Omniconvert offers more than 40 segmentation parameters; we could not confirm that number on the current site, so check segmentation options in a demo.
10. Crazy Egg
Crazy Egg is best known for heatmaps, scroll maps and session recordings, and it also offers A/B testing, surveys and web analytics. That combination makes it a practical choice for a small business that wants to see what visitors do and then test a change, for example a new headline, sales copy or product description, without buying several tools. Crazy Egg offers a free trial; check its site for plan prices.
11. Unbounce
Unbounce is a landing page builder with built-in A/B testing, so marketers can compare landing page variants without a developer. Its pricing page in October 2026 listed A/B testing on the Experiment and Optimize plans and a 14-day free trial with no credit card required. You can still add custom HTML, CSS and JavaScript to pages. The original article mentioned accelerated mobile pages (AMP); Unbounce’s current site does not mention AMP, so do not rely on it.
What happened to the other tools on our original list
- Google Optimize and Optimize 360: shut down on 30 September 2023. Any experiments still running on that date ended. Google now points users to third-party testing tools that integrate with Google Analytics 4, and to Firebase A/B Testing for apps.
- Splitly (split testing for Amazon product listings): discontinued on 15 September 2021, according to a notice on Jungle Scout’s website, where splitly.com now redirects.
- Freshmarketer (Freshworks): still exists, but Freshworks now presents it as marketing automation and no longer documents the website A/B testing and split URL testing the original article described. We have removed it from this list.
- Campaigner: an email marketing service, where A/B testing of subject lines is one feature rather than the product’s purpose. Its website blocked our automated checks, so we could not verify current features and have removed it. Our guide to email marketing software covers email split testing tools.
Frequently asked questions
Is there a free A/B testing tool after Google Optimize?
Google has not replaced Optimize with another free web testing tool. For apps, Google points developers to Firebase A/B Testing. For websites, most paid tools offer free trials, and some landing page builders and email tools include basic split testing in their plans.
How long should an A/B test run?
Run it until you reach the sample size you planned before starting, and for at least one full business cycle (often a week or two) so weekday and weekend behaviour are both included. Stopping as soon as one version looks ahead is a common cause of false winners.
What is the difference between A/B testing and multivariate testing?
An A/B test compares whole versions of a page. A multivariate test changes several elements at once (for example a headline and an image) and measures which combination works best. Multivariate tests need much more traffic.
What is server-side testing?
In server-side testing, your server decides which version a visitor gets before the page is sent, rather than a script changing the page in the browser. It suits testing features, prices and app logic, and avoids visible flicker, but it needs developer time.
Did VWO and AB Tasty merge?
Yes. They combined under the Wingify brand in 2026. Wingify says both products continue for existing customers while their capabilities are brought together.
If you are planning a wider marketing stack, see our guides to account-based marketing software and marketing a small business online.
Product details were checked in October 2026 against each vendor’s official website and documentation, Google’s Optimize sunset notice, and published reports of the Monetate-SiteSpect and VWO-AB Tasty deals. Features and plans change often, so confirm details with the vendor before you buy.
