Looking for the best A/B testing tool at the right price? This article compares top tools like Optimizely, VWO, and Varybee, highlighting their pricing, features, and limitations. Whether you're a large enterprise or a small business, find out which A/B testing tool fits your budget and testing needs.
When selecting an A/B testing tool, it’s essential to consider both the cost and the features offered. Below is an in-depth comparison of some of the leading well-known A/B testing tools, as well as some hidden gems, focusing on pricing, features, and limitations.
| Tool Name | Price Basis | Minimum Monthly Price | Testing Limitations | User and Traffic Limitations | Feature Limitations |
|---|---|---|---|---|---|
| Optimizely | Custom (enterprise-level) | Custom pricing | Limited personalization, lacks advanced testing | Requires additional integrations for full functionality | Basic support, limited automation |
| Varybee | Domain slots | $79/month | None at this pricing level | Best suited for small to mid-sized businesses | Includes essentials like audience targeting, visual editor, and built-in analytics |
| VWO (Visual Website Optimizer) | Number of users and sessions | $199/month | Limited A/B testing and targeting in basic plans | Capped sessions and users | No heatmaps, basic analytics, limited support |
| Adobe Target | Custom (enterprise-level) | Custom pricing | Limited access to advanced personalization | Best features reserved for higher tiers | Requires Adobe Marketing Cloud integration |
| Unbounce | Number of conversions and domains | $90/month | Basic A/B testing, no multivariate testing | Limited to one domain and 500 conversions | Lacks advanced targeting and segmentation |
| Convert | Number of domains and sessions | $699/month (annual) | Limited advanced A/B testing and personalization | Restricted to few domains and sessions | No heatmaps, basic reporting, lacks advanced support |
| AB Tasty | Custom (based on features) | Custom pricing | Basic A/B testing only | Limited by feature set | Lacks AI-driven features, limited traffic management |
| Kameleoon | Custom (based on traffic) | Custom pricing | Limited advanced testing and personalization | Scaled pricing based on traffic volume | Restricted AI features, limited integrations |
| Crazy Egg | Number of visits | $24/month | No multivariate testing | Limited to 30,000 visits per month | Lacks detailed segmentation and advanced analytics |
Price: Custom pricing
Features: Optimizely is an enterprise-level tool designed for large organizations. It offers robust testing options, including A/B testing, multivariate testing, and server-side experiments. The tool integrates seamlessly with other platforms and provides advanced personalization, analytics, and targeting capabilities. However, its high cost and the complexity of features make it more suitable for larger businesses. The minimal plans might lack advanced personalization options and require integration with other tools to unlock full functionality.
Price: $79/month
Features: Varybee is an ideal choice for smaller businesses that need essential A/B testing features at an affordable price. Priced at just $79 per month, Varybee offers a user-friendly visual editor, audience targeting capabilities, and built-in analytics. But most importantly - there are no limitations on the number of visitors, experiments or variations, unlike in other tools. This makes it a powerful yet cost-effective tool for businesses looking to optimize their websites without the need for complex or expensive solutions. Varybee is designed to provide all the necessary tools to run effective A/B tests, making it perfect for startups and small businesses.
Price: $199/month
Features: VWO is a popular choice for mid-sized businesses due to its balance between functionality and price. It offers A/B testing, multivariate testing, split URL testing, and behavioral targeting. VWO’s heatmaps and session recordings help in understanding user behavior, though many of the advanced features are be available in the basic plan. The minimal plan includes limitations on the number of users and sessions, with restricted access to premium support and in-depth analytics.
Price: Custom pricing (enterprise-level)
Features: Adobe Target is part of the Adobe Marketing Cloud and is tailored for large enterprises. It offers comprehensive testing options, including A/B testing, multivariate testing, and automated personalization powered by AI. The tool excels in advanced segmentation and targeting, making it ideal for businesses that need to deliver highly personalized experiences. However, Adobe Target requires integration with other Adobe products to fully utilize its features, and the lack of transparent pricing can be a barrier for smaller businesses.
Price: $90/month
Features: Unbounce is primarily known as a landing page builder with integrated A/B testing features. It allows users to create, publish, and test custom landing pages without needing a developer. The tool is user-friendly, making it suitable for small to mid-sized businesses that need to optimize landing page performance. However, the basic plan is limited to one domain and 500 conversions, and it does not support multivariate testing or advanced audience segmentation, which may limit its effectiveness for more complex campaigns.
Price: $699/month (billed annually)
Features: Convert is designed for agencies and mid-sized businesses, offering A/B testing, multivariate testing, and split testing. It supports robust targeting and segmentation features, allowing users to create personalized experiences. The tool is known for its strong privacy compliance and support for enterprise-grade security standards. However, the minimal plan is somewhat limited, offering fewer domains and sessions compared to higher-tier plans. Additionally, advanced features like heatmaps and detailed reporting are not included in the basic offering.
Price: Custom pricing (based on features)
Features: AB Tasty offers a broad range of features for testing and personalization, making it a versatile tool for businesses of various sizes. It provides A/B testing, multivariate testing, split testing, and advanced personalization options. The tool also includes user engagement tools like push notifications and surveys. However, AB Tasty’s pricing is custom and can vary significantly based on the selected features, with advanced options like AI-driven personalization reserved for higher-tier plans. The minimal plan may exclude some of these premium features.
Price: Custom pricing (based on traffic)
Features: Kameleoon is an AI-driven platform that focuses on A/B testing and personalization. It supports a wide range of testing options, including server-side and client-side testing, with real-time targeting and personalization capabilities. The tool is highly scalable, making it suitable for growing businesses that need to handle large traffic volumes. However, the minimal plans might limit access to advanced AI features and integrations, which could be critical for maximizing the effectiveness of tests and personalizations.
Price: $24/month
Features: Crazy Egg is one of the more affordable A/B testing tools, known for its simplicity and focus on heatmaps and user behavior analysis. It offers basic A/B testing features along with visual reports like heatmaps, scroll maps, and confetti reports. These tools are particularly useful for identifying user interaction patterns and optimizing website layouts. However, Crazy Egg is limited to 30,000 visits per month in its basic plan and lacks advanced features like multivariate testing and detailed audience segmentation, making it more suitable for small businesses with straightforward testing needs.
The A/B testing tools listed above vary significantly in price and features. For large enterprises, Optimizely and Adobe Target offer comprehensive testing capabilities but at a high cost. Mid-tier options like VWO and Convert balance price and features but come with limitations. Varybee stands out as a powerful yet affordable option for small businesses, offering all the essential features needed to run effective A/B tests at a fraction of the cost of enterprise-level tools. Understanding your specific needs and budget will help you select the most suitable A/B testing tool, ensuring you get the best value while optimizing your website’s performance.