A/B testing is no longer a nice extra, but the basis for data-based optimization.
However, finding the right tool is often more difficult than expected. While some platforms specialize in enterprise functions, others focus on speed or accessibility.
That's why it's worth taking a close look: Which solution really fits your team's requirements and resources?
Table of contents
The best A/B testing tools 2025
The requirements for A/B testing are as varied as the teams that implement them. While some, for example, want to test quickly and without developers, others rely on deeply integrated setups with server-side experiments.
The approaches of the tools are correspondingly different: Some focus on rapid implementation in day-to-day marketing, while others offer extensive functions for data-driven product development and personalization.
In this overview, we show you what distinguishes the individual tools, what you should look out for when choosing and which solution suits your requirements.
Varify.io®
Price: $129/month
Traffic flat rate: Yes
Varify.io® is a German A/B testing platform that combines quick access and professional functionality. Marketing teams can create test variants directly in the browser, without technical setup or support from developers. An editor with HTML, CSS and JavaScript is available for more demanding scenarios.
A/B tests, multi-variant tests and split URL tests are supported. Target groups can be specifically controlled via pages, events or IP addresses. The platform is suitable for use on all types of websites and can be flexibly integrated into existing structures. It also offers a streamlined interface with clear user guidance and minimal setup effort.
Existing analytics systems can be easily connected for analysis. The platform can be seamlessly connected to Google Analytics 4, Matomo, Piwik Pro and many other analytics tools. This means that workflows can be controlled efficiently and based on data, without media disruptions or additional tools.
A key feature is the transparent usage model. All tariffs include unlimited traffic, any number of tests and user accounts. This makes Varify.io attractive for both smaller companies and large companies with high user volumes.
Varify.io® consciously sets an example against expensive price structures and high entry barriers that are common in the industry. The platform was developed to make professional A/B testing accessible to everyone. Not just for companies with large budgets. At the same time, Varify.io® can be easily scaled in extensive test setups.
Optimizely
Price: On request
Traffic flat rate: No
Optimizely is one of the most powerful platforms for A/B and feature testing and is clearly aimed at large companies with high traffic and pronounced testing requirements. The platform supports both client and server-side experiments, including multivariate tests and omnichannel scenarios on websites, in apps or OTT applications.
A central element is the Web Experimentation Suite, which allows multiple tests to be carried out simultaneously on the same page. For technical teams, Optimizely also offers SDKs for integrating server-side tests and an extensive experimentation API.
The visual editor enables simple changes without code, but is limited in terms of functionality, for example when creating new page elements. The tool is supplemented by personalization functions, advanced targeting and an integrated customer data platform for cross-channel user communication.
Thanks to sequential statistics and MAB support, Optimizely offers a robust basis for data-driven decisions. Due to its focus and price structure, the tool is particularly interesting for larger companies with established testing structures.
VWO
Price:
- Starter: free of charge (<50k users/month and limited functions)
- Growth: from $646 monthly (250k-500k users/month $1488)
- Pro: from $1298 per month (>250k users/month - $2012, >500k users/month - $2879 + further scaling according to traffic)
Traffic flat rate: No
VWO is a comprehensive platform for A/B testing, conversion optimization and personalization. Companies can use the integrated editor to implement website tests without code or, if required, carry out server-side and multivariate tests. The testing is supplemented by behavioral insights such as heat maps, session recordings and funnel analyses, which enable a precise evaluation of user behavior.
The VWO Testing, Insights, FullStack, Engage and Plan product suite can be used to map both simple and complex optimization projects. For technically oriented teams, VWO offers SDKs for server-side tests as well as an API for integration into existing systems. The platform uses a Bayesian statistical model to evaluate test results in real time, even for small samples.
Its strengths also lie in the consistent interaction between testing, personalization and analysis functions. There are limitations in the area of feature management, which is more developed on other platforms.
VWO is suitable for companies of all sizes, but is used particularly frequently by marketing teams and digital product departments in medium-sized and large companies.
AB Tasty
Price: On request
Traffic flat rate: No
AB Tasty is a digital experience optimization platform that combines testing, personalization and feature management. Companies can carry out both client-side and server-side A/B tests, supplemented by multivariate tests, segmentation and extensive targeting options. The "Flagship" solution also enables progressive rollouts and feature flagging.
Particularly noteworthy is the large library of widgets that can be used to create visual variants without code. The editor is easily accessible and is also suitable for users without prior technical knowledge. Tests can be targeted according to criteria such as URL, geo-location or user data. Thanks to numerous integrations, for example with analytics tools, test results can be easily validated.
The platform has a clear focus on e-commerce and conversion optimization. Weaknesses can be seen in the areas of behavioral tracking and reporting, which are less intuitive, especially for beginners. The implementation documentation is also rated as incomplete in some cases.
AB Tasty is particularly suitable for medium-sized and large companies that want to implement testing and personalization from a single platform.
Kameleeon
Price: On request
Traffic flat rate: No
Kameleoon is a web, full stack and feature testing platform designed for companies with demanding experimentation requirements. Product management, marketing and development teams can perform client-side or server-side A/B tests using AI-based personalization for targeted user engagement.
The platform allows precise target group segmentation with over 25 criteria as well as predictive targeting based on visitor behavior. Tests can be linked to business objectives, simulated in real time and shared with stakeholders. The statistics engine supports both Bayesian and frequentist models, making it easier to interpret test results.
Kameleoon is particularly strong in environments with high data protection and system integration requirements, for example in the healthcare sector, in the financial sector or for large e-commerce providers. There are weaknesses in areas such as behavioral analysis, campaign management and some advanced reporting functions.
Kameleoon is particularly suitable for larger organizations that want to combine server and client-side tests and create highly personalized user experiences.
Convert
Price:
- Growth: from $299 monthly (>250k users/month $560, 500k-750k users/month $1050 + further scales according to traffic)
- Pro: from $420 per month (>250k users/month $700, 500k-750k users/month $1330 + further scaling according to traffic)
- Enterprise: On request
Traffic flat rate: No
Convert is aimed at companies and agencies that carry out A/B tests independently and value flexibility, support and simple integration. The platform supports A/B, split, multivariate and multipage tests. Tests can be created using the visual editor or implemented in the code editor for more complex scenarios.
The targeting engine includes over 40 filter options to target variants to specific user segments. With SmartInsert, Convert enables flicker-free client-side testing so that variant changes are virtually instantaneous. In addition, the reporting provides detailed evaluations of performance, for example based on click rate or conversion targets.
Convert is particularly appreciated for its intuitive operation, streamlined setup and technical support, which can also take on operational tasks on request. Functional limitations include server-side testing, mobile app testing and feature management. A widget library for reusable elements is not integrated.
Convert is particularly suitable for small and medium-sized companies and agencies that want to implement optimization independently and efficiently.
Omniconvert
Price:
- Free of charge for 50k users/month
- From $245 with 100k users/month
- From $513.50 for 300k users/month
- From $903.50 for 500k users/month
- Further scales for more traffic
Traffic flat rate: No
Omniconvert combines A/B testing, personalization, surveys and segmentation in a platform that is particularly geared towards e-commerce applications. In addition to classic A/B tests, split URL tests, overlay experiments and surveys can also be created. Over 40 segmentation parameters enable targeted targeting based on behavior, geodata or traffic source.
Both a visual editor and a code editor are available for test implementation. Tests can be analyzed using frequentist or Bayesian statistics. The setup is supplemented by tools such as surveys and customer feedback, which provide qualitative insights. Omniconvert is particularly suitable for data-driven work along the customer journey.
There are limitations with multivariate and server-side tests, feature management and more complex reporting functions. The user interface is also sometimes perceived as overloaded.
The platform is particularly interesting for medium-sized to large e-commerce companies that want to combine testing, personalization and feedback mechanisms in one system.
Adobe Target
Price: On request
Traffic flat rate: No
Adobe Target is a platform for A/B testing and personalization in the enterprise environment. Companies can implement tests on the client side, server side or in mobile apps and target variants to specific user segments. In addition to A/B and multivariate tests, Target also supports complex personalization logic across multiple channels.
At its core is a self-learning algorithm that adapts content to user behavior in real time. Integration with Adobe Analytics allows target groups to be evaluated and results to be analyzed in detail. Target is particularly suitable if existing data from the Adobe Experience Cloud is to be used for testing and personalization.
However, the platform requires technical expertise and is designed for a setup with several Adobe products. Among other things, there are limitations in reporting, which runs entirely via Adobe Analytics. Server-side integrations with third-party tools are also only possible to a limited extent.
Adobe Target is particularly interesting for larger companies with advanced testing structures that want to orchestrate personalized user experiences across channels.
More articles on the topic of A/B testing
- A/B testing: How it works, tips & solutions
A comprehensive guide with 5-step instructions for effective A/B tests - from hypothesis to evaluation.
- User Testing: Methods, Processes & Metrics
Explore how real user feedback leads to better decisions through targeted user testing.
- All about the confidence interval in A/B testing
Explained clearly: Confidence interval and confidence level in the context of A/B tests.
- A/A tests explained: Validation for reliable data
Why A/A tests are important to validate your testing setup and ensure data quality.
- Effective optimization through multivariate testing
Learn how to test multiple elements simultaneously to identify the best combination.
- 10 red flags in A/B testing that you should avoid
The most common mistakes in A/B testing and how to avoid them.
- Big Query A/B Testing
How to efficiently analyze A/B tests at data level with BigQuery and Varify.io.
- Server-side tracking with GTM & GA4
More control over your data through server-side tracking with Google Tag Manager and GA4.
- A/B Testing for Shopify: Everything you need to know
Smart strategies and technical tips for successful A/B testing in Shopify stores.
- Split tests explained simply: definition, application, implementation
How split tests work and how to use them specifically.
- WordPress A/B testing
How to effectively integrate A/B testing into your WordPress website.
- Shopify Themes A/B Testing
Optimization of Shopify themes through targeted A/B testing for better conversion rates.
