10 Best A/B Testing Tools for SaaS Teams

The quick answer

Quick answer: the best A/B testing tool depends on who runs the test. For marketers testing web pages in a visual editor, look at Wingify (VWO and AB Tasty, now one company), Convert, Kameleoon and Optimizely. For product and engineering teams testing features behind flags, look at PostHog, Statsig, GrowthBook, LaunchDarkly and Amplitude. If you want to start free, GrowthBook, PostHog, Statsig and LaunchDarkly all have free plans that include experiments. If you only want simple page tests next to heatmaps, Crazy Egg bundles them. Prices are as of November 2026, checked on each vendor's own site.

How we split the list

A/B testing tools fall into two groups, and most wrong purchases come from mixing them up.

• Client-side, web and marketing: a script changes the page in the browser, and a visual editor lets a marketer build the variant without a developer. Check how a tool handles flicker, single-page apps and sample size.
• Server-side, product and feature: your code asks a flag which variant a user should see. This suits pricing logic, onboarding steps and backend changes, and it needs engineers. Check how metrics are calculated and whether they can come from your own data warehouse.

Several tools now cover both, so read each entry for where it is strongest.

A/B testing tools compared

1. Wingify (VWO and AB Tasty)

Who it is for: marketing and CRO teams that want a visual editor and a dedicated testing program.

Pricing: Wingify's pricing page lists Growth, Pro and Enterprise plans for web experimentation, each with a demo and no public price. Free trials are offered.

Strengths: the Growth plan lists a visual and code editor, unlimited experiments, variations and metrics, multi-arm bandits, rollouts and single-page app support. Pro adds multivariate and cross-domain testing, guardrail metrics and sample ratio mismatch detection.

Limits: VWO and AB Tasty merged in January 2026 under the Wingify name, and abtasty.com now redirects its pricing page to Wingify. Ask how the two products will be combined before you commit to a long contract.

2. Optimizely

Who it is for: large teams running experiments across marketing pages and product features.

Pricing: the plans page is a custom quote form, with no public prices.

Strengths: Optimizely Experimentation covers a visual editor for web tests and server-side feature experiments, with multivariate tests, bandits and AI agents that help plan tests and read results.

Limits: a quote-only sales process is a poor fit for a team that wants to try a first test this week. Our Optimizely alternatives guide covers the options with published prices.

3. Convert

Who it is for: mid-market teams that want a serious web testing tool at a published price.

Pricing: Convert Experiences starts at $299 a month paid annually or $399 paid monthly, for 100K tested users a month. Pro is $420 a month paid annually or $599 monthly at the same volume. There is a 15-day free trial.

Strengths: visual editor, default anti-flicker, and a choice of frequentist or Bayesian statistics. Sequential testing is listed on the upper plans.

Limits: billing is by tested users, so check the slider against your own traffic. Feature experiments are not its main focus.

4. Kameleoon

Who it is for: teams that want to build web tests by describing them in a prompt.

Pricing: Kameleoon's plans page starts with a 30-day free trial with no card and up to 3 experiments. Starter is from $495 a month for up to 10 experiments and 50,000 visitors a month. Enterprise is custom.

Strengths: Starter lists sequential testing, holdouts, multiple testing correction and sample ratio mismatch detection. Feature experimentation, mobile app testing and bandits are add-ons.

Limits: the experiment cap on Starter is low for a busy program, and the agent needs a browser extension to work on your pages.

5. PostHog

Who it is for: SaaS product and engineering teams that want tests next to analytics, session replay and flags.

Pricing: experiments are billed with feature flags. The first 1M flag requests each month are free, then pricing starts at $0.0001 per request.

Strengths: PostHog Experiments runs A/B, A/B/n, holdout, fake door and redirect tests, with Bayesian or frequentist analysis and warehouse-backed metrics. There is also a visual editor.

Limits: it is built for product teams, so a marketer who only wants to test landing pages may find it heavier than a web testing tool. See PostHog alternatives for other options.

6. Statsig

Who it is for: product teams running many experiments on an event-based bill.

Pricing: Statsig has a free Developer plan with 2M events a month. Pro is $150 a month with 5M events included, then $0.05 per 1K events. Enterprise is custom and adds warehouse-native deployment and SSO.

Strengths: Bayesian and frequentist methods, a visual web editor, flags and session replay in one platform.

Limits: Statsig says Amplitude acquired it on May 5, 2026, and that the original team stayed at OpenAI. Our Statsig alternatives guide covers what that means for buyers.

7. GrowthBook

Who it is for: teams that want experiment data to stay in their own warehouse, or that want to self-host.

Pricing: GrowthBook's free Starter plan covers up to 3 users with unlimited flags, experiments and traffic. The free self-hosted plan has unlimited users. Pro is $40 per seat a month for up to 30 users.

Strengths: warehouse-native analysis with a managed warehouse option if you have none. Pro adds an AI visual editor, multi-arm bandits and safe rollouts.

Limits: you get the most from it with a data team to define metrics. SSO and SCIM sit on Enterprise.

8. LaunchDarkly

Who it is for: engineering teams already using it for releases that want tests on the same flags.

Pricing: LaunchDarkly's Developer plan is $0 and includes 100K experimentation MAU a month with unlimited seats. Foundation is usage-based, shown as $10 per service connection and $8.33 per 1K client-side MAU. Enterprise is custom.

Strengths: experimentation sits on the same flags you use to ship, and the feature list includes mutual exclusion and experiment approvals.

Limits: it is a release tool first, so a marketing team will miss a page editor. See LaunchDarkly alternatives.

9. Amplitude

Who it is for: product teams that already use Amplitude for analytics and want results on the same metrics.

Pricing: the free plan includes 2M events a month and limited experiments. Plus starts at $0, and Growth is custom. Startups under $10M in funding with fewer than 20 employees get one free year of Growth.

Strengths: Amplitude Experiment reuses your analytics events and cohorts, and every plan has unlimited seats.

Limits: the value comes from already using Amplitude. Compare other options in our Amplitude alternatives guide.

10. Crazy Egg

Who it is for: small sites that want simple page tests next to heatmaps and recordings.

Pricing: Crazy Egg sells plans by tracked pageviews, with a 30-day free trial. The price did not render in our check, so we do not quote one here.

Strengths: unlimited A/B testing and calls to action on the plans that include them, with heatmaps and recordings in the same account.

Limits: not built for feature experiments. Check which plan includes A/B testing, because the entry plan's feature list doesn't show it.

How to choose

• Name who builds the variant. A marketer needs a visual editor. An engineer needs SDKs and flags.
• Check you have the traffic. A small site can't reach a clear result on a small change in a few days. Test large changes first, and set the sample size before you start.
• Decide where metrics live. If finance trusts the warehouse, pick a warehouse-native tool, or results will be argued about.
• Check the billing unit. Tested users, events, requests and seats behave very differently as you grow.
• Don't test everything at once. Popups, pricing and onboarding steps are good early targets. Our popup software comparison notes which tools include their own A/B tests.

We make PLG OS, an in-app onboarding and engagement product. It isn't on this list because it is not an experimentation suite. If you only need flags, our feature flag tools guide is a better starting point.

FAQs

What are the best A/B testing tools?

For web pages, Wingify (VWO and AB Tasty), Convert, Kameleoon and Optimizely. For product features, PostHog, Statsig, GrowthBook, LaunchDarkly and Amplitude. Crazy Egg suits simple tests on small sites.

Are there free A/B testing tools?

Yes. GrowthBook is free for up to 3 users and free to self-host. PostHog includes 1M flag requests a month, Statsig includes 2M events a month, and LaunchDarkly's Developer plan includes 100K experimentation MAU a month.

What replaced Google Optimize?

Google says Optimize and Optimize 360 stopped on September 30, 2023. Its support page names AB Tasty, Optimizely and VWO as integration partners for Google Analytics, and says its APIs are open to other tools.

What is the difference between client-side and server-side A/B testing?

Client-side tests change the page in the browser and are quick for marketers to build. Server-side tests choose the variant in your code, which suits pricing, onboarding and backend changes, and avoids page flicker.

Are VWO and AB Tasty the same company now?

Yes. Both sites show that they have united under Wingify, and AB Tasty's pricing page now redirects to Wingify's.