The 18 Best A/B Testing Vendors in 2025

1. Fibr

Fibr takes a modern, AI-driven, automated approach to website conversion optimization. You get an autonomous system that turns websites into self-optimizing conversion funnels. The AI agents deliver experimentation, personalization, and performance monitoring without needing constant intervention. You can create, run, and analyze A/B tests on almost any webpage with no session limits, meaning you can run unlimited campaigns. Targeting supports criteria like traffic sources, device types, visitor behavior, operating systems, browsers, and custom events. You can simultaneously create multiple variants of a page, and generate landing pages in bulk.

MAX is Fibr's dedicated experimentation partner — an AI-powered agent that handles hypothesis generation and automation. You can set up experiments, configure elements, and analyze results without manual effort, resulting in shorter experimentation cycles.

Best Features

• Create hypotheses that adapt in real-time for continuous dynamic optimization and experimentation.
• Automatically generate test hypotheses based on website content, tone, and business goals with the experimentation agent MAX.
• Run multivariate A/B tests, adaptive tests that use AI to optimize variations dynamically, and continuous tests, in addition to traditional A/B tests.
• Create message-matched landing pages that align with specific ads, keywords, campaigns, and other traffic sources.
• Quickly identify and resolve performance issues that could negatively impact conversion rates with AI.
• Smooth integration with Google Analytics 4 to track campaign results, attributed revenue, and experiments alongside all visitor data.

Pricing

• $239/month for up to 50,000 visitor sessions
• $479/month for up to 200,000 visitor sessions
• Custom enterprise plans available

2. Optimizely

Optimizely is an enterprise-grade platform for users who need a comprehensive suite of experimentation and personalization tools. Optimizely One, their flagship offering, integrates Web Experimentation, Full Stack, and Feature Experimentation for a holistic OS-like solution. Its best feature is omnichannel experimentation and personalization — personalization extends to search and navigation, using ML to adapt the user experience based on individual behavior. Feature flagging capabilities enable server-side testing and gradual feature rollouts, letting teams decouple code deployment from feature releases to reduce risk and increase deployment frequency.

Best Features

• Experiment with crowdsourced ideas and customizable intake forms, along with shareable calendars and results repository.
• Design intuitive experiments with low-code and extension templates that reduce reliance on developers.
• Use the performance-focused Stats Accelerator powered by the multi-armed bandit model for statistically sound results.

Pricing

Custom pricing

3. VWO

VWO is designed to be accessible and effective for companies of all sizes, largely thanks to its user-friendly visual editor. Its testing suite serves everyone — technical or not — who wants to run website experiments and improve user experiences. Server-side testing means experiments don't slow down your website. Personalization lets you show different versions of your site to specific groups of visitors, and heatmaps and session recordings show exactly how people interact with your site.

Best Features

• Design control and variations to test any component of the visitor journey — front-end, back-end, or middleware.
• Customize test audiences with built-in options, custom targeting conditions, and behavior-based attributes and events.
• Reliable, real-time impact reports based on Bayesian statistics.

Pricing

• Free plan available
• Growth plan: $275/month billed annually
• Pro plan: $633/month billed annually
• Enterprise plan: $1,107/month billed annually

4. Adobe Target

Adobe Target is a popular A/B testing and personalization platform for brands with complex optimization needs, covering web, mobile apps, social media, and all other digital touchpoints. Features like Automated Personalization (AP) and Auto-Target use machine learning to determine what works best. It integrates natively with Adobe Experience Cloud and Adobe Analytics. Testing options include standard A/B testing, multi-element testing, and multi-armed bandit testing that automatically shifts traffic to top performers.

Best Features

• Support for a mobile SDK, server-side API, and a Node.js environment to test on the client or server side.
• Profiles that progressively collect interaction data across touchpoints.
• Manual and AI-powered experimentation and personalization across a full spectrum of experiences.

Pricing

Custom pricing

5. Statsig

Statsig is an A/B testing platform built with developers and product teams in mind, with a focus on native data warehouse experimentation — you can analyze experiment data directly in your own warehouse without messy exports. Two deployment options are available: Statsig Cloud and Statsig Warehouse Native (WHN). The platform supports over 30 open-source SDKs, enabling easy integration with a wide range of tech stacks. Beyond experimentation, Statsig doubles as a product observability tool, turning event data from experiments into meaningful insights.

Best Features

• Advanced testing techniques including sequential tests, switchback tests, geo-based tests, and traditional multi-armed bandits.
• Built-in variance reduction techniques and a range of advanced statistical methods.
• Standardized workflows and enterprise controls to maintain rigorous experimentation processes as your team grows.

Pricing

• Free plan available
• Pro plan: $150/month
• Custom enterprise plans available

6. Dynamic Yield (Mastercard)

Dynamic Yield brings AI, automation, and experimentation together in one platform, managing customer experiences across web, mobile, email, and ads. Its deep-learning personalization engine, AdaptML, sifts through massive amounts of data to predict what each user wants — adjusting product recommendations, changing content, and restructuring pages on the fly. A visual editor lets teams create test variations with a drag-and-drop interface without coding. Beyond standard A/B experiments, the platform offers algorithmic testing, multi-touch campaign optimization, and server-side testing, with test findings feeding directly into the personalization workflow.

Best Features

• Personalization powered by differentiative ML, predictive targeting, and propensity models.
• Real-time, behavioral, contextual, and event-based targeting options.
• Flexible, unified, and agnostic architecture to scale personalization workflows across channels and teams.

Pricing

Custom pricing

7. Apptimize

Apptimize, now part of Airship, is a mobile-first A/B testing platform built for cross-platform optimization. Precision segmentation lets you target specific user groups to keep experiments highly relevant. A built-in code editor lets you implement complex changes using custom code blocks. Apptimize supports dynamic variable testing — you can tweak app variables directly from the dashboard and push changes instantly, without waiting for an App Store or Play Store update, enabling faster iteration and fewer bottlenecks in the mobile release cycle.

Best Features

• Target a feature or customized UX to a specific segment of users.
• Set up and manage experiments in a single dashboard and coordinate team effort.
• Feature Flags to control rollout and targeting for all features and mitigate risk.

Pricing

Custom pricing

8. Kameleoon

Kameleoon is an enterprise-grade A/B testing and personalization platform built for teams that want smooth, flicker-free experiments, ensuring clean data and a frustration-free user experience. Targeting lets you segment users based on a wide range of criteria, and the built-in code editor supports advanced testing scenarios. Predictive pre-test simulations use AI to estimate how different variants might perform before launch. AI Copilot makes predictive targeting even smarter. The platform also supports mobile app testing, AI-driven personalization, and product recommendations, with real-time data reporting and developer-friendly server-side and mobile SDKs.

Best Features

• SPA-compatible smart graphic editor or code editor to build A/B/n tests.
• Deploy experiments directly from your preferred coding environment.
• Build segments with 45+ native targeting criteria or from your CDP, and toggle on native goals and your preferred analytics solution.

Pricing

Custom pricing

9. SiteSpect

SiteSpect is built for teams that want granular control over A/B testing and optimization. Unlike traditional tools, it sits directly in the flow of digital traffic, providing real-time visibility into user requests and server responses. You can run A/B and multivariate tests, plus powerful server-side experiments, without slowing down your site. SiteSpect's source code replacement technology eliminates flickering and performance hiccups during experiments. A visual editor lets non-technical teams create test variations without code. The Find and Replace tool makes content tweaks quick with zero impact on site performance. SiteSpect also preserves SEO — search engine bots receive the original, unmodified content to keep rankings intact.

Best Features

• Isolate users in single campaigns or allow them in multiple overlapping experiences with concurrent testing.
• Auto Optimization automatically analyzes campaigns and promotes winning variations.
• Custom variables to capture user dimensions like products purchased, categories viewed, and items searched.

Pricing

Custom pricing

10. Convertize

At its core, Convertize is a human-driven CRO agency with a capable A/B testing tool. Autopilot automatically shifts traffic toward better-performing variations during experiments, allowing tests to wrap up faster and keeping conversions from taking unnecessary hits. Hybrid Statistics gives you the flexibility to choose between Frequentist and Bayesian statistics to analyze results in the way that makes the most sense for your team.

Best Features

• Visual editor to create variations of your pages.
• Geolocation targeting to make messages specific to visitors' location.
• Premade library of 150 A/B testing ideas to get started quickly.

Pricing

• Solo plan: $249/month (up to 20,000 visitors)
• Team plan: Scalable; starts at $249/month

11. Zoho PageSense

Zoho PageSense is an affordable, user-friendly all-in-one CRO platform especially suited to small businesses or teams with limited technical resources. Alongside A/B testing and personalization, it provides heatmaps, session recordings, form analytics, and funnel analysis. The visual editor requires no coding, enabling marketers to run tests and make data-driven improvements without waiting on developers. Zoho PageSense integrates well with other Zoho apps and third-party tools.

Best Features

• Flexible traffic allocation and targeting options, along with real-time reports and analysis.
• Both Bayesian and Frequentist statistics to evaluate A/B test and Split URL experiments.
• Heatmap within each test to see how visitors interact with each variation.

Pricing

• Analyze plan: Starts at $16/month billed annually, for 10,000 monthly visitors
• Engage plan: Starts at $23/month billed annually, for 10,000 monthly visitors
• Optimize plan: Starts at $39/month billed annually, for 10,000 monthly visitors

12. Crazy Egg

Crazy Egg is best known for its heatmaps and session recordings, helping teams see exactly where people click, how far they scroll, and what grabs or loses their attention. It offers a range of visual reports: heatmaps highlight the most and least clicked areas; scrollmaps show how far users scroll before bouncing; confetti reports break clicks down by traffic source, device, and other attributes; and overlay reports map click activity on specific elements. Setup requires only dropping a small code snippet into your site's HTML.

Best Features

• Start an A/B test on any site within just a few minutes by dropping the snippet, using a tag manager, or an integration.
• Quickly identify the goal of your experiment, with or without installing code.
• Distribute visitors between page variants using either manual settings or the Multi-Arm Bandit Method.

Pricing

Custom pricing

13. AB Tasty

AB Tasty is for enterprise e-commerce teams that want to scale experimentation and personalization without technical complexity. Its low-code/no-code approach lets marketers and product teams run A/B tests and personalize experiences without relying on developers. The platform covers A/B testing, multivariate testing, and multipage testing. On the personalization side, AI-powered audience segmentation and an audience builder make it easy to customize experiences across different customer groups. Experimentation, personalization, and performance optimization are integrated into one platform.

Best Features

• Minimize risk during experiment launches with automatic KPI-triggered rollbacks.
• Improve engagement throughout the customer journey with interactive experiences customized to each individual.
• AI-powered search engine that personalizes results, improves bounce rates, and engages shoppers.

Pricing

Custom pricing

14. LaunchDarkly

LaunchDarkly is not a traditional A/B testing tool — it is focused on feature management and controlled rollouts, making it a go-to platform for teams that want to ship features faster without deployment risks. It integrates experimentation directly into the feature release process. Feature flags let you toggle features on and off without redeploying code, gradually roll out changes to a subset of users, and instantly roll back if something goes wrong. Instead of blindly shipping updates, you can validate ideas, track performance, and optimize user experiences based on actual data. LaunchDarkly has SDKs for multiple programming languages and integrates with existing CI/CD workflows.

Best Features

• Accelerate the release of GenAI products and features — visualize and monitor for regressions on key metrics like token usage.
• Run back-end and infrastructure optimization experiments.
• Optimize feature management for high-velocity, safeguarded releases.

Pricing

• Free plan available
• Foundation plan: $12/month per service connection
• Custom enterprise plan available

15. Hotjar

Hotjar is an essential tool for understanding users before and during A/B testing. With heatmaps and session recordings, you can see exactly where visitors click, how far they scroll, and where they get stuck — insights that help shape smarter A/B test hypotheses. Hotjar's funnel analysis shows where users drop off in key conversion paths. Feedback tools like on-page surveys and polls let you hear directly from users, revealing frustrations or expectations that numbers alone can't explain.

Best Features

• Increase engagement, conversion, and retention with a complete understanding of your audience.
• Prove ROI with built-in business impact metrics like revenue, NPS, and lifetime value.
• Run user tests to validate logos, designs, and messaging on your website.

Pricing

• Free plan available
• Growth plan: $49/month
• Custom Pro and Enterprise plans available

16. Eppo

Eppo is for data teams that need a rock-solid experimentation platform with full transparency and control over their data. It takes a warehouse-native approach, integrating directly with your company's data warehouse rather than relying on a black-box analytics system, making results trustworthy and reproducible. Its advanced statistical engine uses sequential testing, CUPED++ variance reduction, and Bayesian methods to deliver faster and more reliable results. Eppo is designed to be self-serve — product managers and other stakeholders can analyze experiment results on their own without waiting for the data science team.

Best Features

• Run experiments on your company's core business metrics while reducing data warehouse bills.
• Build better AI products with AI model evaluation tools built into Eppo.
• Remove analysis bottlenecks with out-of-the-box reporting and slice-and-dice capabilities.

Pricing

Custom pricing

17. Webflow Optimize (formerly Intellimize)

Webflow Optimize (formerly Intellimize) focuses on AI-driven, programmatic conversion rate optimization, now fully integrated into the Webflow platform. It tests multiple elements simultaneously using AI-powered optimization — rather than focusing on one variable at a time, it analyzes how different elements interact, leading to faster and better insights. Since it is natively integrated into Webflow, implementation requires no complex third-party integrations or extra coding. Native audience insights are available directly within Webflow.

Best Features

• Set up multiple tests and get fast results without getting stuck in a developer backlog.
• Deliver hyper-personalized experiences to target accounts using firmographic data for broader personalization.
• Keep track of results and expedite learning with native audience insights directly in Webflow.

Pricing

• Optimize: Starts at $379/month
• Custom enterprise plan available

18. ABsmartly

ABsmartly is built for high-volume, server-side experimentation, prioritizing scalability, performance, and real-time analysis. The platform claims 20% to 80% faster A/B tests. Its developer-first approach integrates with GIT, supports debug mode, and aligns with standard software development workflows, so engineering teams can implement complex tests without disrupting code quality or slowing down the release cycle. ABsmartly runs on a private cloud with a real-time experimentation engine for low latency, high security, and strong performance.

Best Features

• All tests are unlimited — run infinite experiments, add users, set goals, and more without limitations.
• On-premises, dedicated cloud infrastructure for top-notch security and performance.
• Real-time reports with live, up-to-the-minute reporting.

Pricing

Event-based pricing starts at €60,000/year (starting at 50 million events per month)

Honorable Mention: Oracle Maxymiser (Sunsetted)

Although recently sunsetted, Oracle Maxymiser's high-performance optimization platform was built for enterprise architectures and allowed marketers to deliver secure campaigns at scale. With a full suite of experimentation and personalization tools, Maxymiser helped businesses go beyond reactive testing and take a more hands-on approach.