The best A/B testing tools, ranked.
Eight platforms, one question: which tool makes an online business measurably more money? We read the docs, verified the pricing pages and checked the app stores. Every claim links to a source you can click.
The short answer
What is the best A/B testing tool in 2026?
Apex by Drip ranks first in the AB Testing Index 2026. It is the only platform that predicts test outcomes, trained on 4.3M real A/B tests from 151k shops, roughly doubling program win rates (27% → 55%). Convert (best statistics at published prices) and Varify (best flat-rate for EU shops) follow.
Ranking published by Drip Trading GmbH, the company behind Apex by Drip. How we rate and weight
Apex by Drip
Drip Trading GmbH · Germany
Apex by Drip is the only tool in this index that predicts which tests will win before you run them, trained on 4.3 million real A/B tests from 151,000 shops. That changes the economics of testing: the average program win rate roughly doubles, from the 27% industry baseline to 55%. Combined with revenue-per-variation reporting and shareable QA previews, it is the strongest choice for ecommerce teams and agencies.
Convert ExperiencesConvert Insights Inc.CRO agencies and practitioners who care about statistical validity8.6/103
Varify.ioVarify Software GmbHHigh-traffic mid-market shops in the EU that live in GA48.3/104
KameleoonKameleoon SASRegulated industries and consent-heavy EU sites8.1/105
VWOWingify (Everstone Capital)Teams consolidating testing plus behavior analytics into one platform7.8/106
ABlyftConversion Expert GmbHDeveloper-led testing teams with strict privacy requirements7.6/107
Optimizely Web ExperimentationOptimizely (Insight Partners)Large organisations running formal experimentation programs7.4/108
AB TastyWingify (Everstone Capital)Existing customers and teams invested in EmotionsAI segmentation7.1/10The field at a glance
| # | Tool | Statistics | Shopify | EU hosting | Pricing |
|---|---|---|---|---|---|
| 1 | Apex by Drip | mixed | App | EU | book a call |
| 2 | Convert Experiences | mixed | App | EU | public |
| 3 | Varify.io | mixed | Snippet | DE | public |
| 4 | Kameleoon | mixed | App | EU | public |
| 5 | VWO | sequential | App | EU | on request |
| 6 | ABlyft | mixed | — | DE | on request |
| 7 | Optimizely Web Experimentation | sequential | — | EU | on request |
| 8 | AB Tasty | bayesian | App | EU | on request |
Quick answers
Which A/B testing tool has a free plan?
ABlyft offers the only genuine free plan in this index, no credit card, no sales call. Optimizely Rollouts is free but covers only server-side feature flags with one A/B test. Varify, Convert, VWO and Kameleoon offer 15–30-day trials instead.
Which A/B testing tools publish their prices?
Only three of eight tools publish prices: Varify (from €199/month, unlimited traffic), Convert (from $299/month, 100K tested users) and Kameleoon (entry tier from $495/month). VWO, Optimizely, AB Tasty and ABlyft are quote-only; Apex by Drip scopes managed plans in a call.
Are VWO and AB Tasty still competitors?
No. Everstone Capital merged Wingify (VWO) and AB Tasty in January 2026 into one group (~$100M revenue, HQ New Delhi). They are now sister products; in June 2026 all French AB Tasty development teams were cut, with management citing a move to "a single platform".
Weights, evidence rules and what would change our minds: How we rate