13 best A/B testing tools in 2025 (Features, pros and cons, prices)

Ever walked into a store that seemed determined to make shopping a challenge? The checkout is buried in the back, sale signs are practically fine print written in size eight font, and the most interesting products are hidden where no one can find them. You’d probably walk right out.

Now, imagine a store that knows exactly what makes customers tick. The checkout is right where you need it, discounts are impossible to miss, and every button practically begs to be clicked.

That’s what the best A/B testing tools do for e-commerce — they swap guesswork for data-driven insights, fine-tuning every detail so more visitors become paying customers.

In this guide, we’re cutting through the clutter to show you what really matters.

You’ll learn how A/B testing platforms work, the key features that separate the best from the rest, and which tools are worth your time (and money) in 2025. We’ll break down their strengths, weaknesses, and pricing plans so that by the end, you'll know exactly which one fits your business like a glove.

And if you need more than just an A/B testing tool? Skip the search. Personizely isn’t just for testing — it’s a full conversion optimization platform built to turn browsers into buyers. Start the 14-day free trial now to unlock the benefits of Personizely!

What is an A/B testing tool?

An A/B testing tool is software that helps businesses compare two (or more) versions of a webpage, email, or app feature to determine which one performs better. Using statistical analysis, these tools split visitor traffic, track interactions, and measure results to reveal the most effective option.

Think of it as a precision instrument for conversion optimization — instead of making random changes and hoping for the best, businesses get data-driven decisions backed by real visitor interactions. Want to know if a different product image increases clicks? Or if a shorter checkout form reduces drop-offs? A/B testing tools provide actionable insights so you can tweak, test, and optimize with confidence.

For e-commerce brands, this means refining user experiences, improving conversion rate optimization, and making every change count. By analyzing user behavior, these tools ensure that every update aligns with your business goals and leads to measurable growth.

How do A/B testing tools work?

Essentially, A/B testing tools take the guesswork out of conversion optimization and replace it with hard data. Instead of asking, “What if we changed this?” you get deeper insights into what actually works. Here’s how the process plays out:

1. Pick what to test

Not every tweak is worth the effort. A/B testing tools help businesses focus on changes that directly impact conversion goals — from the first click to the final checkout.

Common test ideas include:

• Is a short or long product description better for conversions?
• Do visitors prefer free shipping or a 10% discount?
• Does swapping out the hero image boost engagement?

2. Set up variations

Using the tool’s visual editor, you duplicate the existing page (control) and create a test version with just one difference. Maybe it’s a redesigned CTA, a different customer segmentation strategy, or a streamlined checkout process. Everything else stays the same, so you know exactly what’s influencing the outcome.

3. Split the traffic

Once the experimentation platform is set up, the tool randomly assigns visitors to either the control or the variation. Half see the original, half see the updated version. No one sees both, keeping results clean and unbiased.

4. Track what happens

As visitors engage with your site, the tool collects real-time data — clicks, time on page, bounce rates, and purchases. It then applies statistical analysis to determine which version moves the needle on conversion goals.

5. Find the winner

After enough data is collected, the software calculates a confidence level to determine whether the variation significantly outperforms the original.

If there’s a clear winner, you implement it. If results are inconclusive, it’s back to testing and refining.

Tip: If you keep running into inconclusive results, consider running an A/A test first. This involves testing two identical versions of your page to ensure your experimentation platform is set up correctly and that traffic is being split fairly. If an A/A test reveals inconsistencies, you might need to fine-tune your testing environment before making any big decisions.

6. Keep testing

A/B testing isn’t a one-and-done process. High-performing e-commerce businesses run dynamic tests across their entire customer journey, continuously fine-tuning landing pages, checkout flows, and product displays to maximize conversions.

Why does your e-commerce business need an A/B testing tool?

Running an online store without A/B testing is like driving blindfolded — you’re making changes without knowing what works. But here’s the thing: A/B testing manually is slow, complicated, and full of guesswork. That’s why investing in an A/B testing tool is a game-changer.

Let's look at the benefits your e-commerce business can reap with the help of a right A/B testing platform:

• Run experiments faster and smarter: No more manual setups, endless spreadsheets, or hours spent crunching numbers. A/B testing tools simplify the process by letting you design, launch, and analyze experiments with just a few clicks. Many offer visual editors (and code editors for those with more know-how), built-in test templates, and real-time reports, so you can start testing without technical expertise and get actionable insights faster.
• Lower customer acquisition costs: Optimized landing pages, checkout flows, and CTAs ensure more conversions without increasing ad spend, reducing overall customer acquisition costs.
• Make sense of data without the headache: Data analysis shouldn’t feel like deciphering ancient hieroglyphics. With visual dashboards, real-time analytics, and heatmaps, A/B testing tools help you get valuable insights into visitor behavior at a glance. Instead of squinting at complex datasets, you get clear, data-driven decisions that show exactly which variations are driving conversions.
• Test major changes before full rollout: Thinking about updating pricing plans, checkout design, or product pages? A/B testing tools let you validate changes on a small visitor segment first, reducing risk and ensuring a smooth customer experience.
• Protect your SEO rankings while testing: Worried that frequent changes might hurt your SEO? The best A/B testing tools have built-in SEO safeguards to ensure search engines don’t mistakenly flag test variations as duplicate content. Many platforms also let you control which versions Google indexes, so you can experiment without tanking your rankings.
• Automate and optimize on autopilot: A/B testing software isn’t just about running tests — it also automates traffic allocation to the best-performing variation, so you’re always maximizing conversion rates. Some tools even let you set conditions for when a test should start or stop, helping you optimize without constant manual adjustments.
• Uncover unexpected wins: Not every winning variation is an obvious one. Small changes — like tweaking a CTA or adjusting product descriptions — can result in massive improvements. A/B testing tools allow you to test bold ideas with minimal risk, so you can discover the hidden tweaks that drive big results.
• Make A/B testing accessible for your entire team: A/B testing isn’t just for data analysts. The best A/B testing tools make experimentation easy for marketers, product teams, and even sales teams, so everyone can contribute to growth. User-friendly interfaces, AI-driven recommendations, and automated reporting mean you don’t need a PhD in statistics to run a successful test.
• Scale testing as your business grows: As your store expands, A/B testing tools evolve with you, allowing for more advanced testing, segmentation, and personalization to keep up with customer needs.

All in all, A/B testing tools allow e-commerce businesses to make decisions with confidence. They provide clear, actionable data, helping product teams and sales teams refine strategies based on real performance, not assumptions.

Key features of a powerful tool for A/B testing in 2025

A/B testing has become an essential strategy for e-commerce businesses looking to optimize conversions and maximize revenue. And as more companies recognize the value of data-driven experimentation, the market for A/B testing software is exploding. In fact, the A/B testing software market is projected to grow from USD 9.41 billion in 2025 to USD 34.83 billion by 2034, with a compound annual growth rate (CAGR) of 15.65%.

With so many tools available, choosing the right one can feel overwhelming. Some platforms focus on basic split testing features, while others offer advanced experimentation capabilities, automation, and detailed analytics.

To make an informed decision, you need to know exactly what to look for in an A/B testing tool — otherwise, you risk investing in software that doesn’t meet your needs.

Here are the key features every e-commerce business should prioritize when selecting an A/B testing platform in 2025.

Different types of testing capabilities

A great A/B testing tool should allow businesses to run different types of experiments based on their goals.

• A/B testing (Split tests): Compares two versions of a webpage, email campaign, or ad to determine which performs better.
• Multivariate testing (Multivariate tests): Tests multiple elements at once — such as different headlines, images, CTA buttons, and product descriptions — to find the best-performing combination.
• Redirect testing (URL tests): Sends users to entirely different URLs, ideal for testing redesigned product pages, checkout processes, or new pricing models before committing to a full rollout.

📌 Why it matters: Different testing methods allow you to optimize everything from minor text changes to complete site overhauls, ensuring maximum impact with minimal risk.

On top of that, you should be able to test any element of your e-commerce website:

• Content testing: Headlines, product descriptions, and CTA copy to see what resonates most with customers.
• Theme testing: Different page layouts, fonts, and colors to find the best-performing design.
• Price testing: Compare different pricing models, discount offers, and subscription tiers to maximize revenue.

Visual editor for campaigns

A/B testing shouldn’t require coding skills. A visual campaign editor lets marketing and product teams quickly create test variations without needing a developer.

Tip: If you’re looking to A/B test website widgets like popups, you might also benefit from a drag-and-drop editor.

With an intuitive visual editor, you can tweak headlines, images, page layouts, CTA buttons, and product descriptions in seconds — no technical expertise required.

📌 Why it matters: This feature makes testing accessible to everyone, speeding up execution and ensuring your team can run experiments independently.

Advanced targeting and behavioral targeting

Not all visitors behave the same way — so why test them all the same? Advanced targeting allows you to segment users based on factors like device type, geographic location, traffic source, or previous interactions.

Taking it further, the behavioral targeting feature personalizes experiences in real-time. For example:

• First-time visitors might see an exclusive discount.
• Returning customers might see a reminder about products left in their cart.
• Mobile users might get a different checkout experience optimized for smaller screens.

📌 Why it matters: More personalized tests = more accurate results. By targeting the right segments, you ensure each experiment delivers meaningful insights into user behavior.

Traffic allocation for controlled experimentation

A powerful A/B testing tool should allow you to manually or automatically allocate traffic between test variations, ensuring that you’re getting statistically significant results without skewing customer experience.

Evenly split traffic for accurate comparisons.

Dynamically shift traffic to winning variations to optimize conversions in real time. Exclude specific traffic sources (e.g., returning users, bots) to keep results clean.

📌 Why it matters: Controlling how visitors experience your tests reduces bias and ensures reliable data for experimentation insights.

Goal tracking for meaningful insights

A/B testing is useless without clear success metrics. Your tool should allow you to define and track multiple conversion goals, such as:

• Completed purchases
• Add-to-cart actions
• Newsletter sign-ups
• Click-through rates on key CTAs

📌 Why it matters: Tracking multiple goals helps you see not just which variation is winning, but also why it’s performing better.

Detailed analytics & Depth reports

Raw data means nothing if you can’t interpret it. The best A/B testing tools offer detailed analytics with depth reports on visitor behavior, engagement, and conversion performance.

Look for product features like:

• Real-time tracking: See how each variation performs as soon as your test launches.
• Heatmaps & session recordings: Watch where visitors click, scroll, and drop off.
• Customizable dashboards: Focus on the key performance indicators (KPIs) that matter most.

📌 Why it matters: If you can see how users interact with your site, you can identify and fix friction points before they hurt conversions.

Seamless integration with e-commerce platforms and marketing tools

Your A/B testing tool should fit seamlessly into your existing e-commerce and marketing tech stack. Look for tools that integrate with:

• E-commerce platforms like Shopify, WooCommerce, and Magento.
• Marketing automation tools like Google Ads, Facebook Ads, and email platforms like Klaviyo.
• CRM platforms like Salesforce and HubSpot for tracking customer interactions.
• Google Analytics for in-depth performance analysis.

📌 Why it matters: Testing shouldn’t happen in isolation — your results should inform every aspect of your marketing and sales strategy.

Finally, while definitely not an A/B testing tool basic, but rather a more advanced feature, you might benefit from AI-driven automation and sequential testing. These allow shifting traffic to the best-performing variation in real-time automatically and adjusting test parameters dynamically based on user interactions.

The 13 best A/B testing tools in 2025: Features, pros and cons, prices

Even when you narrow the search down to the solutions that offer the noteworthy features we covered above, there are still quite a few options to choose from.

That’s why we’ve done the heavy lifting for you.

In this section, we’ll break down the 13 biggest players in the market, exploring each solution's range of features, standout features, strengths, and limitations. Plus, we’ll touch on pricing so you can see what fits your budget.

1. Personizely

Personizely is more than just an A/B testing tool — it's an all-in-one conversion rate optimization suite designed to transform website interactions into lasting customer relationships.

Suitable for businesses across different industries, Personizely is great for running both ecommerce websites and regular websites A/B tests. It helps businesses refine every part of their shopping experience, from pricing and product descriptions to checkout flows and promotional campaigns.

Beyond its robust A/B testing capabilities, Personizely integrates seamlessly with a wide range of e-commerce platforms and marketing tools, including Shopify, Wix, WordPress, Magento, BigCommerce, and more. It also offers a native integration with Google Analytics, allowing businesses to track and analyze results with precision.

Personizely offers user-friendly, easy-to-use visual editor to create campaign variations without any technical expertise

Standout features of the Personizely A/B testing tool:

• Content testing functionality: Optimize product descriptions, images, and calls to action to determine the most compelling elements for conversion.
• Redirect testing functionality: Send traffic to different page designs to compare layouts, promotions, and landing pages for better digital customer experiences.
• Theme testing functionality: Test various colors, fonts, and styles to see which visual elements enhance conversions across ecommerce platforms.
• Price testing functionality: Find the best pricing strategy that balances customer appeal with profitability.
• Custom goal tracking: Monitor conversions tied to key actions, such as cart additions and completed purchases.
• Multi-page testing: Assess how updates across multiple pages impact the entire customer experience.
• Historical analytics: Leverage past test data to track trends and make data-informed decisions with enhanced analytics features.

You can set custom goals and access historical analytics data in Personizely

• Targeting & segmentation: Run experiments tailored to specific audience groups for more precise results.
• Custom traffic allocation: Control visitor distribution between test variations for a balanced experiment.
• Visual campaign builder: Easily create and deploy A/B tests without coding expertise using an intuitive graphic editor.
• CSS & JS editor: Fine-tune store pages with advanced customization options for branding consistency.

You can set up an A/B testing campaign in just three simple steps using Personizely

💰 Personizely A/B testing tool pricing:

Personizely is one of the most affordable A/B testing solutions in the market, making it accessible to both small and large businesses.

The A/B testing functionality is included in the Premium plan, starting at $47 per month when billed annually.

This plan provides access to both A/B testing campaigns and widgets A/B testing, ensuring businesses have everything they need to optimize their website’s performance without breaking the bank.

There’s also a 14-day free trial period for users to give Personizely a test before purchasing the solution.

2. Kameleoon

Kameleoon is a powerful AI-driven experimentation and personalization platform that has made a name for itself in the enterprise sector.

Originally launched in France in 2009, it has grown into one of the most respected enterprise A/B testing tools, particularly among industries like healthcare, banking, and e-commerce.

The platform boasts a 4.7-star rating on G2 and has won several awards for its machine learning-driven insights.

Noteworthy features of Kameleoon:

• Full-stack A/B testing: Offers both client-side and server-side testing, providing flexibility for businesses aiming to optimize their digital experiences.
• AI-Powered personalization: Utilizes predictive analytics to deliver real-time personalized experiences to users.
• Feature flagging: Allows teams to manage feature releases effectively, enabling controlled rollouts and experiments.
• GDPR & HIPAA Compliance: Ensures that businesses handling sensitive data adhere to regulatory standards.
• Heatmaps & session recording: Provides behavioral analytics tools to track user interactions and optimize engagement.

Pros and cons of the Kameleoon A/B testing tool:

💰 Kameleoon A/B testing tool pricing:

Kameleoon operates on a custom pricing model based on traffic volume and feature needs. Specific pricing details are not publicly disclosed; however, enterprise customers have reported starting prices around $25,000 per year.

3. AB Tasty

AB Tasty is a customer experience optimization platform founded in 2013, designed to help businesses improve conversions through A/B testing, personalization, and feature experimentation. It is widely used in e-commerce, SaaS, and media industries for testing and optimizing user experiences.

AB Tasty holds a 4.6-star rating on G2, and its visual editor makes experimentation accessible to non-technical users. However, while the platform offers robust capabilities, it has been noted that certain technical aspects may present challenges.

Noteworthy features of AB Tasty:

• Comprehensive suite for A/B testing: Supports A/B, split, multivariate, and multi-page testing, allowing businesses to fine-tune digital experiences.
• Full-stack experimentation: Provides both client-side and server-side testing, giving developers and marketers more flexibility.
• Bayesian statistics engine: Uses Bayesian analysis to determine winning variations with a high level of confidence.
• Sequential testing alerts: Helps teams detect underperforming variations early based on customizable sensitivity thresholds.
• Visual editor: A no-code, WYSIWYG editor that makes it easy for marketers to create and test variations without technical expertise.
• Cross-account sharing: Enables businesses to duplicate successful experiments across multiple accounts.

Pros and cons of the AB Tasty A/B testing tool:

💰 AB Tasty A/B testing tool pricing:

Like Kameleoon, AB Tasty follows a custom pricing model, meaning businesses must contact the company for a quote.

However, pricing varies based on traffic volume and included features, with reports suggesting that entry-level plans start at around $20,000 per year.

The platform follows a modular pricing approach, meaning additional features may require extra investment.

4. Varify

Varify is an A/B testing tool that focuses on speed and simplicity. It promotes a cookieless tracking approach, which may appeal to businesses looking for lightweight testing solutions that comply with privacy regulations.

The team behind Varify actually started as an A/B testing consultancy before launching the platform. After spending over a decade helping businesses optimize their websites, they decided to build their own tool — one that wouldn’t require enterprise-level budgets to get started.

Noteworthy features of the Varify A/B testing solution:

• Cookieless tracking: Ensures compliance with privacy regulations while maintaining accurate experiment data.
• Lightweight script: At just 11.5KB, Varify’s script is one of the smallest in the industry, reducing page load impact.
• GA4 in-app tracking: Allows users to monitor A/B test results directly within Google Analytics 4.
• Experiment API: Provides the flexibility to manage and integrate tests programmatically.
• Behavioral targeting: Enables businesses to deliver different variations based on user interactions.
• Chrome Extension: Simplifies the experiment launch process for non-technical users.

Pros and cons of the Varify A/B testing software:

💰 Varify A/B testing tool pricing:

Varify is available at €129 per month (monthly billing) or €99 per month (if billed annually) for a single domain plan.

There’s also a 30-day free trial, no credit card details required, for you to get a hang of the platform before committing to it.

5. Apptimize

Apptimize is a mobile-focused A/B testing and feature management platform designed to help product teams optimize user experiences across various digital channels, including mobile apps, websites, and over-the-top (OTT) services.

By enabling efficient experimentation and controlled feature rollouts, Apptimize empowers businesses to make data-driven decisions that enhance user engagement and drive growth.

Noteworthy features of the Apptimize A/B testing software:

• Comprehensive A/B testing: Apptimize supports A/B, split, multivariate, and multi-page testing, allowing businesses to fine-tune digital experiences across platforms.
• Feature flags: The platform offers feature flagging capabilities, enabling teams to manage feature releases effectively, conduct controlled rollouts, and perform experiments without requiring app store updates.
• Cross-platform experimentation: Apptimize provides a truly cross-platform solution, ensuring consistent user experiences across mobile, web, OTT, and other channels.
• Visual editor: The intuitive WYSIWYG editor allows non-technical users to create and launch experiments involving copy, CTAs, images, navigation items, and more, without the need for coding.
• Real-time analytics: Apptimize offers real-time analytics to monitor experiment performance, providing immediate insights into user behavior and the impact of changes.

Pros and cons of the Apptimize A/B testing tool:

💰 Apptimize A/B testing tool pricing:

In order to understand how much using Apptimize will cost your business, you’ll have to contact the company for a custom quote — there’s no information about the pricing plans available to the general public.

Pricing varies based on traffic volume and included features, and reports suggest that it is positioned as an enterprise-level solution, which may not be cost-effective for smaller e-commerce brands.

6. Dynamic Yield

Dynamic Yield is a high-end, enterprise-level A/B testing and personalization platform built for large-scale e-commerce businesses.

Now part of Mastercard, it provides an AI-driven, deeply customizable solution that enables sophisticated segmentation, multivariate testing, and real-time personalization.

However, its powerful capabilities come with a hefty price tag, making it an option best suited for ecommerce stores with large budgets and in-house development teams.

Noteworthy features of the Dynamic Yield A/B testing tool:

• Automated personalization with predictive targeting: AI-driven targeting dynamically adjusts content and product recommendations based on user behavior.
• Multi-touch experimentation: Enables businesses to run A/B tests across multiple pages and interactions, ensuring a seamless user journey.
• Advanced segmentation: Allows granular targeting by customer behavior, location, purchase history, and more.
• Comprehensive A/B and multivariate testing: Supports large-scale experiments with real-time insights.
• Integration with third-party analytics: Works with Google Analytics, Adobe Analytics, and other BI tools.

Pros and cons of Dynamic Yield:

💰 Dynamic Yield A/B testing tool pricing:

Dynamic Yield follows a custom pricing model, tailored to the needs of large-scale e-commerce businesses. While exact pricing is not publicly disclosed, reports suggest that entry-level costs start around $40,000 per year, with enterprise-level plans reaching significantly higher amounts.

7. ABsmartly

ABsmartly is an experimentation powerhouse built for companies that live and breathe data. Whether you’re running A/B tests on a website, mobile app, or even an email campaign, this tool has you covered.

It’s a full-stack solution that supports both server-side and client-side testing, making it a solid choice for businesses looking for flexibility. But be warned — this isn’t your plug-and-play, beginner-friendly tool. It’s built for teams that take their optimization seriously and have the technical muscle to get the most out of it.

Noteworthy features of the ABsmartly A/B testing solution:

• Group sequential testing (GST) engine: ABsmartly is one of the few platforms that uses sequential testing, allowing businesses to conclude experiments up to 80% faster than traditional methods.
• Unlimited experimentation: No caps on the number of tests, metrics, or users, making it highly scalable for enterprise teams that need room to experiment.
• Real-time reporting: Sub-5 second latency on experiment data, so teams can react quickly to trends or underperforming variations.
• API-first, full-stack integration: Lightweight SDKs make it easy to integrate ABsmartly into web, mobile, and backend systems.
• Advanced analytics & interaction detection: Goes beyond basic A/B test analysis, providing deep segmentation, filtering, and factorial insights for more meaningful takeaways.

Pros and cons of the ABsmartly A/B testing tool:

💰 ABsmartly A/B testing tool pricing:

ABsmartly operates on an event-based pricing model, with costs starting at €60,000 per year for up to 50 million events per month. This pricing structure means it’s best suited for large enterprises or businesses that run a high volume of experiments and need deep analytics capabilities.

8. Crazy Egg

While Crazy Egg isn’t primarily an A/B testing tool, it does include A/B testing functionality alongside its well-known heatmaps and session recordings.

Designed for businesses that want to visually analyze user behavior, it offers a basic way to run split tests without heavy development work.

However, it lacks the robust experimentation features found in more dedicated A/B testing platforms.

Key features of Crazy Egg’s A/B testing tool:

• Installation via a code snippet, tag managers, or integrations with platforms like WordPress, Wix, Shopify, and Squarespace.
• Conversion goals configuration (clicks, form submissions, confirmation page visits, advertising pixel triggers, or custom event tracking).
• Automatic traffic distribution using manual settings or Multi-Arm Bandit optimization.
• Visual page editor for quick page variations without coding.
• Conversion performance tracking with trend analysis and statistical significance reporting.
• Heatmaps & session recordings to track user interactions for each A/B test variant.

Pros and cons of the Crazy Egg A/B testing tool:

💰 Crazy Egg A/B testing tool pricing:

While Crazy Egg advertises plans starting at $29/month, A/B testing is only available from the Plus plan at $99/month and up. Pricing tiers include:

• Starter ($29/month) – No A/B testing included.
• Plus ($99/month) – Includes A/B testing functionality.
• Pro ($249/month) – Advanced tracking and more experiments.
• Enterprise ($499/month) – Customizable solutions for large businesses.

There is a 30-day free trial, so businesses can test out the platform before committing.

9. Optimizely

Optimizely is a leading name in A/B testing, built for large enterprises that need scalable experimentation. But it’s more than just an A/B testing tool — it’s a comprehensive digital experience optimization suite with multiple modules, including Web Experimentation, Content Marketing Platform, CMS, Feature Experimentation (server-side testing with feature flags), Warehouse-Native Analytics, Personalization, Commerce Connect, Digital Asset Management, and a Data Platform.

While Optimizely’s A/B testing capabilities are among the most advanced, its enterprise-level pricing makes it inaccessible for most small e-commerce businesses.

Key features of Optimizely A/B testing module:

• Web experimentation with advanced targeting: Run A/B tests with precise audience segmentation.
• Multivariate & multi-page testing: Test multiple elements across pages to identify the best-performing combination.
• Feature flags for controlled rollouts: Gradually release and test new features before full deployment.
• AI-powered experimentation insights: Automate analysis and recommendations using machine learning.
• Audience segmentation for personalized testing: Deliver experiments based on user demographics and behaviors.
• Stats accelerator for faster results: Uses Bayesian statistics to speed up test conclusions.
• Seamless integration with data warehouses & analytics tools: Sync with BI tools and cloud platforms for deeper insights.

Pros and cons of the Optimizely A/B testing tool:

💰 Optimizely A/B testing tool pricing:

Optimizely keeps its pricing hidden behind a gated model, making it difficult for businesses to gauge costs upfront. However, after extensive research, we've uncovered key pricing factors and estimates to shed light on its cost structure — learn everything about Optimizely pricing in our article.

Long story short, estimated entry-level pricing starts at around $63,700 per year for 10 million impressions and can exceed $113,100 annually.

10. Visual Website Optimizer (VWO)

VWO, short for Visual Website Optimizer, is a well-established player in the A/B testing and conversion optimization space.

Launched in 2009 by Wingify, this platform has helped over 4,000 brands across 90 countries fine-tune their websites for better performance. Big names like Microsoft, Domino's, and the American Red Cross rely on VWO for their testing needs, and its 4.3-star G2 rating speaks to its reputation in the industry.

Designed to make A/B testing accessible to teams of all technical levels, VWO balances usability with a robust set of testing and personalization features.

Noteworthy features of the VWO A/B testing tool:

• A/B testing: Run experiments comparing different versions of a webpage to measure performance.
• Multivariate testing: Test multiple variables at once to identify the best combination.
• Split URL testing: Compare entirely different pages to see which layout works best.
• Visual editor: Modify design and content without needing to write code.
• Heatmaps and clickmaps: Get visual insights into how users interact with your pages.
• Behavioral targeting: Launch experiments for specific user segments based on their actions.
• Comprehensive reporting: Access detailed analytics on test performance and user engagement.

Pros and cons of the VWO A/B testing tool:

💰 VWO A/B testing tool pricing:

VWO testing is available at different pricing plans. The final cost of the solution depends on the features you need: -Starter Plan: Free for businesses with under 10,000 Monthly Tracked Users (MTUs). Growth Plan: Starts at approximately $314 per month (billed annually). Pro Plan: Priced around $722 per month (billed annually). Enterprise Plan: Approximately $1,265 per month (billed annually).

11. Convert

Convert is a privacy-conscious A/B testing and personalization platform designed to help businesses optimize digital experiences while maintaining compliance with GDPR, CCPA, and other privacy regulations.

Launched in 2009, Convert has built a strong reputation among marketers and developers for its fast, reliable, and privacy-focused experimentation tools.

With a 4.7-star rating on G2, Convert is one of the top-rated A/B testing platforms for enterprise businesses. The company emphasizes ethical experimentation by ensuring a lightweight script that minimizes performance impact and a commitment to no third-party tracking, setting it apart from many competitors.

Noteworthy features of the Convert A/B testing tool:

• Comprehensive experimentation suite: Supports A/B, split, multivariate, and multipage testing, allowing businesses to optimize various digital experiences.
• Audience targeting engine: Allows precise segmentation based on over 40 filters like user behavior, geolocation, cookies, device type, traffic source, and more.
• Multiple experiment editors: Offers a WYSIWYG editor for non-technical users, plus an advanced Convert visual editor with improved usability. Also, a code editor that enables direct JS and CSS modifications at both the global and variation levels for developers.
• Native third-party integrations: Seamlessly connects with Google Analytics, Segment, Mixpanel, HubSpot, and other analytics and data platforms for in-depth insights.

Pros and cons of the Convert A/B testing tool:

💰 Convert.com A/B testing tool pricing:

Convert offers different pricing plans depending on the A/B testing needs of your business:

• Growth (100K tested users per month) — $299/month, available exclusively as a monthly subscription
• Pro (3M tested users per year) — $5988/year, available exclusively as a yearly subscription

If you’re looking for a tool to accommodate up to 12 million tested users per year, you’ll need to opt for the Enterprise plan. Like the Pro plan, Enterprise is only available as an annual plan, and to get a specific quote, you’d have to contact the tool’s representatives.

Convert also offers a 15-day free trial, allowing users to explore its features before committing.

12. Compose

Compose is an A/B testing tool designed for e-commerce businesses, offering a pay-as-you-go model that allows users to pay only for the traffic they test. Unlike traditional platforms with set subscription plans, Compose provides flexibility in pricing, making it appealing for businesses that want to scale their testing efforts up or down as needed.

The platform supports unlimited experimentation and collaboration, allowing teams to run multiple tests while maintaining strategic oversight. It also includes Shopify integration, which can be beneficial for brands using that platform. However, compared to more established A/B testing solutions, Compose has a more streamlined feature set, which may not be ideal for businesses with advanced experimentation needs.

Key features of the Compose A/B testing tool:

• Unlimited experiments & collaborators: Run multiple tests without restrictions, allowing teams to iterate freely.
• A/B and split URL experiments: Compare different page versions or entire URLs to optimize conversions.
• Audience segmentation & custom triggers: Target specific users based on device type, traffic source, or custom triggers.
• Default and custom goals: Track performance using pre-defined metrics or set custom goals aligned with business objectives.
• Code editor & No-code Shopify integration: Offers flexibility for developers while keeping things accessible for no-code users.

Pros and cons of the Compose A/B testing tool:

💰 Compose A/B testing tool pricing:

Pricing for Compose is set at $0.0012 per Monthly Tested User (MTU), ensuring businesses are only charged for what they actually use.

13. Adobe Target

Adobe Target is a widely adopted optimization platform that holds a 3.82% market share in the A/B testing software industry.

Known for its AI-powered personalization and wide range of experimentation capabilities, it is a go-to solution for many large and medium businesses looking to make data-informed decisions on their e-commerce strategies.

Adobe Target is particularly favored by enterprise retailers, financial institutions, and travel companies looking to optimize customer journeys across multiple digital touchpoints.

The tool is positioned as a unified platform that integrates seamlessly with the Adobe Experience Cloud, making it a strong option for businesses already invested in the Adobe ecosystem.

Favorite features of the Adobe Target A/B testing tool:

• Advanced A/B and multivariate testing: Conduct complex tests to determine the best-performing website elements and layouts.
• AI-powered personalization: Leverage machine learning to serve tailored content to different customer segments.
• Robust audience segmentation: Define and target customer segments based on behaviors, demographics, and purchase history.
• Integration with Adobe Ecosystem: Connect with Adobe Analytics and other Adobe tools for deep insights and seamless workflow automation.
• Qualitative tools & real-time analytics: Gain deeper insights into customer interactions through heatmaps, session recordings, and behavioral analysis.

Pros and cons of Adobe Target for e-commerce A/B testing:

💰 Adobe Target A/B testing tool pricing:

Adobe Target follows a custom pricing model that varies based on traffic volume, feature selection, and deployment scale. Exact pricing is not publicly disclosed, but reports suggest enterprise clients often pay well into five figures annually.

How to choose the best A/B testing tool for your e-commerce business: Best practices and tips

Above, we listed the best A/B testing tools for different businesses based on customer reviews, research, and insights from industry experts. But just because a tool is highly rated doesn’t mean it’s the right fit for you.

What works great for one e-commerce business might not work for yours. Every store has different goals, traffic levels, and testing needs, so choosing an A/B testing tool should be an individual decision — not a one-size-fits-all approach.

Instead of blindly following recommendations, focus on finding a solution that aligns with your specific business needs, testing processes, and growth plans. The right tool will help you experiment smarter, optimize faster, and make data-backed decisions with confidence.

Define your testing needs

Before comparing tools, start by identifying what you actually need. Are you looking to optimize product pages, test different pricing strategies, or refine your checkout process? The right tool depends on the type of experiments you want to run and how complex they are.

Gather a team of everyone at your e-commerce business who will be involved in the A/B testing process and answer the following questions:

• What are my conversion goals? Are you optimizing product pages, checkout flows, or email campaigns?
• How complex are my tests? Do you just need basic split testing, or are you looking for multivariate testing, URL tests, or sequential testing?
• How much traffic do I have? Some tools work better for high-traffic sites, while others cater to smaller businesses.
• What’s my budget? Pricing varies widely — some tools offer free trials, while others charge based on visitor volume or features.

Tip: Make a list of "must-have" vs. "nice-to-have" features. This will help you focus on tools that truly meet your needs rather than getting distracted by fancy add-ons.

Consider pricing plans and scalability

A/B testing tools vary widely in pricing — some charge based on traffic volume, while others offer flat-rate plans. Make sure you understand:

• How pricing scales as your traffic grows
• Whether there are additional costs for advanced features
• If a free trial or demo is available

While it’s tempting to go for the cheapest option, investing in a scalable tool that grows with your business will save you from having to switch platforms later.

Prioritize ease of use and test setup

A/B testing should be fast and easy, not a frustrating process that requires developer support every time you launch a new experiment. The best tools offer a visual campaign editor that lets marketers, product teams, and sales teams quickly create test variations without touching the code editor.

User-friendly platforms allow you to:

• Set up tests within minutes
• Make real-time edits without developer intervention
• View live previews before launching a test
• If a tool feels overly complex during the free trial, it won’t get any easier after purchase.

Research customer support and community resources

Even the most intuitive tools can run into problems. A good customer support system can make all the difference when troubleshooting experiments. Look for:

• 24/7 live chat or email support for quick problem-solving
• A knowledge base with step-by-step guides
• An active user community where you can learn from others

A tool with strong customer support ensures you won’t be left stranded when running mission-critical experiments.

Test before you buy

Never commit to an A/B testing tool without trying it first. Most platforms offer free trials (15-day free trial or 30-day free trial) — take advantage of them to:

• Set up a test and see how intuitive the platform is
• Check how quickly results appear in the analytics dashboard
• See how well it integrates with your current tools
• Contact the software's customer support/customer success team to evaluate their effectiveness

If the tool feels clunky or unintuitive during the trial, it won’t improve after purchase.

Ready to power your e-commerce business with the best A/B testing tool?

A/B testing isn’t just about tweaking colors or swapping out headlines — it’s about turning data into revenue. The right tool helps you boost conversions, lower acquisition costs, refine customer experiences, and make every marketing dollar count. In a competitive e-commerce world, businesses that test and optimize win. Period.

But here’s the thing — not all A/B testing tools are built for your business. What works for a SaaS giant might not cut it for an online store. That’s why your choice should be intentional. Do you need deep behavioral insights? Seamless integrations? AI-driven automation? Pick a tool that fits your workflow, scales with your growth, and makes testing feel like an opportunity, not a chore.

If you’re after more than just A/B testing — if you want website personalization, conversion-focused widgets, and a powerhouse of integrations in one place — Personizely is worth a serious look. It’s built for businesses of all sizes across different industries, designed to drive sales, and packed with the tools you need to test smarter and sell more.

Why guess what works? Find out for sure. Try Personizely today!

FAQ about the best A/B testing tools