Quick Overview
- 1#1: Optimizely - Leading full-stack experimentation platform for A/B testing, personalization, and feature flags across web, mobile, and server-side.
- 2#2: VWO - All-in-one conversion optimization suite with A/B testing, heatmaps, session recordings, and personalization tools.
- 3#3: Adobe Target - Enterprise personalization and experimentation platform integrated with Adobe Experience Cloud for advanced A/B and multivariate testing.
- 4#4: Kameleoon - AI-powered experimentation platform delivering A/B tests, personalization, and progressive delivery at scale.
- 5#5: AB Tasty - Experience optimization platform for A/B testing, multivariate experiments, and dynamic personalization.
- 6#6: Convert - Flexible A/B and split testing tool with audience targeting, revenue tracking, and extensive integrations.
- 7#7: Split - Feature flag and experimentation platform enabling controlled rollouts and statistical A/B testing.
- 8#8: LaunchDarkly - Feature management solution with built-in experimentation for A/B tests and progressive delivery.
- 9#9: GrowthBook - Open-source experimentation platform for A/B testing, feature flags, and analytics integration.
- 10#10: Unbounce - Landing page builder with Smart Traffic for AI-driven split testing and optimization.
Tools were selected based on rigorous evaluation of feature depth, platform reliability, user-friendliness, and overall value, ensuring they meet the needs of businesses ranging from startups to enterprises.
Comparison Table
Split testing is a vital practice for refining digital experiences, and selecting the right software can drive impactful results. This comparison table explores top tools including Optimizely, VWO, Adobe Target, Kameleoon, AB Tasty, and others, detailing key features, usability, and performance to guide readers toward the best fit for their goals.
| # | Tool | Category | Overall | Features | Ease of Use | Value |
|---|---|---|---|---|---|---|
| 1 | Optimizely Leading full-stack experimentation platform for A/B testing, personalization, and feature flags across web, mobile, and server-side. | enterprise | 9.5/10 | 9.8/10 | 8.7/10 | 8.2/10 |
| 2 | VWO All-in-one conversion optimization suite with A/B testing, heatmaps, session recordings, and personalization tools. | specialized | 8.7/10 | 9.4/10 | 8.3/10 | 8.1/10 |
| 3 | Adobe Target Enterprise personalization and experimentation platform integrated with Adobe Experience Cloud for advanced A/B and multivariate testing. | enterprise | 8.6/10 | 9.7/10 | 6.3/10 | 7.4/10 |
| 4 | Kameleoon AI-powered experimentation platform delivering A/B tests, personalization, and progressive delivery at scale. | enterprise | 8.8/10 | 9.3/10 | 8.4/10 | 7.9/10 |
| 5 | AB Tasty Experience optimization platform for A/B testing, multivariate experiments, and dynamic personalization. | specialized | 8.6/10 | 9.2/10 | 8.1/10 | 7.8/10 |
| 6 | Convert Flexible A/B and split testing tool with audience targeting, revenue tracking, and extensive integrations. | specialized | 8.3/10 | 8.7/10 | 8.1/10 | 7.8/10 |
| 7 | Split Feature flag and experimentation platform enabling controlled rollouts and statistical A/B testing. | specialized | 8.4/10 | 9.2/10 | 7.8/10 | 7.5/10 |
| 8 | LaunchDarkly Feature management solution with built-in experimentation for A/B tests and progressive delivery. | enterprise | 8.4/10 | 9.2/10 | 7.6/10 | 7.8/10 |
| 9 | GrowthBook Open-source experimentation platform for A/B testing, feature flags, and analytics integration. | other | 8.8/10 | 9.2/10 | 8.0/10 | 9.5/10 |
| 10 | Unbounce Landing page builder with Smart Traffic for AI-driven split testing and optimization. | specialized | 8.2/10 | 8.5/10 | 9.0/10 | 7.5/10 |
Leading full-stack experimentation platform for A/B testing, personalization, and feature flags across web, mobile, and server-side.
All-in-one conversion optimization suite with A/B testing, heatmaps, session recordings, and personalization tools.
Enterprise personalization and experimentation platform integrated with Adobe Experience Cloud for advanced A/B and multivariate testing.
AI-powered experimentation platform delivering A/B tests, personalization, and progressive delivery at scale.
Experience optimization platform for A/B testing, multivariate experiments, and dynamic personalization.
Flexible A/B and split testing tool with audience targeting, revenue tracking, and extensive integrations.
Feature flag and experimentation platform enabling controlled rollouts and statistical A/B testing.
Feature management solution with built-in experimentation for A/B tests and progressive delivery.
Open-source experimentation platform for A/B testing, feature flags, and analytics integration.
Landing page builder with Smart Traffic for AI-driven split testing and optimization.
Optimizely
enterpriseLeading full-stack experimentation platform for A/B testing, personalization, and feature flags across web, mobile, and server-side.
Bayesian Stats Engine that accelerates experiment resolution by up to 3x compared to traditional methods
Optimizely is a premier experimentation platform specializing in A/B and multivariate testing, personalization, and feature flagging across web, mobile, and server-side environments. It empowers teams to run sophisticated split tests with a visual editor, advanced statistical analysis via its Bayesian Stats Engine, and full-funnel optimization capabilities. Widely used by enterprises, it integrates deeply with tools like Google Analytics, Segment, and CRMs to drive data-informed decisions and revenue growth.
Pros
- Comprehensive experimentation suite including visual editing, full-stack testing, and personalization
- Industry-leading Bayesian statistics for faster, more reliable results
- Extensive integrations and enterprise-scale reliability
Cons
- High cost with custom enterprise pricing not ideal for small teams
- Steep learning curve for advanced server-side and full-stack features
- Limited transparency on pricing without sales contact
Best For
Large enterprises and growth teams seeking scalable, full-funnel experimentation at enterprise levels.
Pricing
Custom enterprise pricing starting at ~$50K/year; no public tiers, requires demo.
VWO
specializedAll-in-one conversion optimization suite with A/B testing, heatmaps, session recordings, and personalization tools.
SmartStats Bayesian engine for quicker, more accurate experiment conclusions even with limited data
VWO (Visual Website Optimizer) is a comprehensive A/B and split testing platform designed for conversion rate optimization, allowing users to test website variations, personalize experiences, and analyze user behavior. It supports visual editing without coding, multivariate testing, heatmaps, session recordings, and advanced statistical tools like SmartStats for reliable results. Ideal for scaling experiments across web, mobile apps, and fullstack environments, VWO integrates seamlessly with popular analytics and CRM tools.
Pros
- Extensive testing capabilities including A/B, MVT, split URL, and personalization
- SmartStats for faster statistical significance with Bayesian engine
- Rich insights via heatmaps, recordings, surveys, and behavioral targeting
Cons
- Pricing scales quickly for high-traffic sites, less ideal for startups
- Advanced features have a learning curve despite visual editor
- Customer support can be slower for non-enterprise plans
Best For
Mid-to-large enterprises and growth teams needing an all-in-one experimentation platform with enterprise-grade analytics and targeting.
Pricing
Growth plan starts at $199/month (10k visitors); Pro at $399/month (100k); Enterprise at $999+/month or custom for high volume.
Adobe Target
enterpriseEnterprise personalization and experimentation platform integrated with Adobe Experience Cloud for advanced A/B and multivariate testing.
AI-driven Auto-Target for automated personalization that dynamically optimizes experiences without manual test setup
Adobe Target is an enterprise-grade personalization and experimentation platform within the Adobe Experience Cloud, specializing in A/B testing, multivariate testing, and split testing to optimize digital experiences. It leverages AI-driven personalization through Adobe Sensei to deliver tailored content and recommendations at scale. The tool excels in complex targeting, segmentation, and integration with Adobe Analytics for deep insights into user behavior.
Pros
- Advanced AI-powered personalization and automated optimization with Adobe Sensei
- Seamless integration with Adobe Experience Cloud suite for unified data and analytics
- Robust testing capabilities including A/B/n, multivariate, and experience targeting at enterprise scale
Cons
- Steep learning curve and complex interface requiring dedicated expertise
- High cost with custom enterprise pricing not suitable for SMBs
- Overkill for simple split testing needs without full Adobe ecosystem
Best For
Large enterprises with sophisticated personalization strategies and heavy reliance on the Adobe Experience Cloud.
Pricing
Custom enterprise pricing, typically starting at $50,000+ annually based on traffic and features; quote-based only.
Kameleoon
enterpriseAI-powered experimentation platform delivering A/B tests, personalization, and progressive delivery at scale.
AI-powered Intelligent Personalization that dynamically adapts experiences in real-time without manual segmentation
Kameleoon is an enterprise-grade experimentation platform specializing in A/B and multivariate split testing, personalization, and feature flagging across web, mobile, and full-stack environments. It provides a visual editor for no-code test creation, advanced AI-powered targeting based on user behavior, device, and geolocation, and robust statistical engines for reliable results. The tool integrates with major analytics platforms like Google Analytics and supports high-traffic sites with unlimited concurrent experiments.
Pros
- AI-driven intelligent targeting and personalization
- Full-stack experimentation including server-side testing
- Enterprise-level scalability and data privacy compliance
Cons
- Expensive custom pricing unsuitable for SMBs
- Steeper learning curve for advanced configurations
- Limited free trial and no self-serve tier
Best For
Large enterprises and high-traffic sites needing advanced, scalable split testing with AI personalization.
Pricing
Custom enterprise pricing starting at around $25,000/year, based on monthly visitors, features, and support level.
AB Tasty
specializedExperience optimization platform for A/B testing, multivariate experiments, and dynamic personalization.
SmartViews for AI-driven dynamic personalization that automatically tailors content based on user behavior
AB Tasty is a robust experimentation platform specializing in A/B and multivariate testing, personalization, and conversion rate optimization for websites and mobile apps. It offers a no-code visual editor (SmartEditor) that empowers marketers to create and launch tests without coding, alongside advanced targeting and segmentation capabilities. The platform includes a reliable statistical engine, real-time analytics, and seamless integrations with tools like Google Analytics and Segment.
Pros
- Intuitive no-code visual editor for quick test creation
- Advanced personalization and AI-powered recommendations (SmartViews)
- Enterprise scalability with strong data privacy compliance (GDPR)
Cons
- High pricing suitable mainly for mid-to-large businesses
- Steeper learning curve for complex multivariate tests
- Limited free trial and no self-serve low-tier plans
Best For
Mid-to-large enterprises and e-commerce teams needing integrated A/B testing with advanced personalization.
Pricing
Custom quote-based pricing; starts around €5,000-€10,000/month depending on traffic volume and features, with Enterprise plans scaling higher.
Convert
specializedFlexible A/B and split testing tool with audience targeting, revenue tracking, and extensive integrations.
Visual Editor with pixel-perfect CSS3 targeting and no sampling for accurate results
Convert (convert.com) is an all-in-one experimentation platform specializing in A/B and split testing, multivariate experiments, and personalization to optimize website conversions. It features a no-code visual editor for creating tests, advanced audience targeting, and revenue tracking tools like Revenue Explorer. The platform supports unlimited experiments and visitors across plans, with strong integrations for analytics and e-commerce tools, making it ideal for data-driven optimization.
Pros
- Intuitive visual CSS editor for no-code testing
- Unlimited experiments, domains, and monthly visitors
- Advanced personalization and Bayesian statistical engine
Cons
- Pricing scales quickly with traffic volume
- Learning curve for complex multivariate tests
- Fewer pre-built templates than some competitors
Best For
Mid-sized marketing and growth teams needing robust split testing with personalization for e-commerce or SaaS sites.
Pricing
Starts at $99/month (Essentials) scaling to $579+/month (Pro/Plus) based on traffic, with custom enterprise plans.
Split
specializedFeature flag and experimentation platform enabling controlled rollouts and statistical A/B testing.
Ultra-low latency, client-side SDKs enabling real-time feature flag decisions without backend calls at massive scale
Split (split.io) is an enterprise-grade feature management and experimentation platform that enables precise traffic splitting, A/B/n testing, and progressive feature rollouts through feature flags. It supports real-time targeting based on user attributes, SDKs for 10+ languages, and integrates deeply with CI/CD pipelines, observability tools, and data warehouses. The platform provides robust statistical analysis for experiments, making it suitable for data-driven release decisions at scale.
Pros
- Highly scalable SDKs handling billions of evaluations daily
- Advanced experimentation with sequential testing and multi-armed bandits
- Seamless integrations with tools like Datadog, Slack, and Snowflake
Cons
- Steep learning curve for non-engineers
- Enterprise pricing can be prohibitive for startups
- Limited visual/no-code editing compared to simpler A/B tools
Best For
Enterprise engineering teams managing high-traffic applications who need sophisticated feature flags and experimentation.
Pricing
Free Starter plan for small teams; Growth and Enterprise plans custom-priced based on monthly active users (MAUs), typically starting at $1,000+/month for mid-tier usage.
LaunchDarkly
enterpriseFeature management solution with built-in experimentation for A/B tests and progressive delivery.
Phoenix Experiments platform with integrated statistical analysis engine for running and analyzing A/B tests directly within feature flags
LaunchDarkly is a feature management platform specializing in feature flags for controlled rollouts, progressive delivery, and experimentation. It enables split testing through targeted A/B and multivariate experiments using user attributes, custom segments, and real-time updates without code deploys. The platform integrates with analytics tools and offers a built-in stats engine for experiment analysis, making it ideal for scalable testing in production environments.
Pros
- Robust experimentation with built-in statistical significance testing
- Real-time targeting and flag updates across complex user segments
- Enterprise-grade scalability, security, and extensive integrations
Cons
- Steep learning curve for non-developers
- Pricing scales quickly with usage and MAU
- Less intuitive UI for pure marketing-led A/B testing workflows
Best For
Engineering and product teams at scale who need developer-friendly feature flags combined with sophisticated split testing.
Pricing
Freemium for developers (up to 5 seats); Pro plans start at $12/developer/month + $0.0004/MAU and event-based fees; Enterprise custom pricing.
GrowthBook
otherOpen-source experimentation platform for A/B testing, feature flags, and analytics integration.
Warehouse-native A/B testing that runs experiments directly on your data warehouse without frontend SDKs
GrowthBook is an open-source A/B testing and feature flagging platform designed for running split tests at scale, with support for both SDK-based and data warehouse-native experiments. It enables teams to launch unlimited experiments using a visual editor, Bayesian statistical engine, and seamless integration with tools like Snowflake, BigQuery, and dbt. The self-hosted version offers full control and no limits, while the cloud version provides managed hosting with tiered plans.
Pros
- Fully open-source with unlimited self-hosted experiments and users
- Warehouse-native testing eliminates SDK requirements for many use cases
- Advanced Bayesian stats and visual experiment editor
Cons
- Self-hosting requires DevOps expertise
- Cloud free tier limited to 3 active experiments
- Fewer out-of-box integrations than enterprise competitors
Best For
Engineering-heavy teams seeking a customizable, cost-effective experimentation platform with data warehouse integration.
Pricing
Free open-source self-hosted; Cloud Starter ($0, 3 experiments), Growth ($95/mo, unlimited experiments, 10M impressions), Enterprise (custom).
Unbounce
specializedLanding page builder with Smart Traffic for AI-driven split testing and optimization.
Smart Traffic: AI automatically tests variants and routes live traffic to the highest-converting page in real-time.
Unbounce is a comprehensive landing page builder with robust built-in A/B and split testing tools designed to optimize conversion rates for marketing campaigns. Users can create multiple page variants using a drag-and-drop editor and run tests to identify top performers, enhanced by AI-powered Smart Traffic that dynamically allocates visitors to the best variant. It integrates seamlessly with popular marketing tools, making it a strong choice for landing page-focused experimentation rather than full-site testing.
Pros
- Intuitive drag-and-drop builder for quick variant creation
- AI-driven Smart Traffic for automated optimization
- Strong integrations with CRMs and analytics tools
Cons
- Primarily focused on landing pages, not full websites
- Higher pricing limits value for small teams or pure testing needs
- Advanced features require higher-tier plans
Best For
Marketers and growth teams optimizing landing pages for lead generation and conversions via split testing.
Pricing
Starts at $99/month (Launch plan, billed annually), scaling to $159/month (Scale) and custom Enterprise pricing.
Conclusion
Among the top split test software reviewed, three stand out as leaders: Optimizely, the leading full-stack experimentation platform with broad web, mobile, and server-side capabilities; VWO, an all-in-one suite with heatmaps and session recordings; and Adobe Target, a strong enterprise choice integrated with the Adobe Experience Cloud. While Optimizely takes the top spot, VWO and Adobe Target offer compelling alternatives for different needs, from comprehensive feature sets to industry-specific integration. These tools collectively showcase the best in optimization, each excelling in unique areas to drive results.
Elevate your testing and optimization efforts—start with Optimizely today to leverage its versatile platform and unlock better user experiences and outcomes.
Tools Reviewed
All tools were independently evaluated for this comparison