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 #1 in the AB Testing Index 2026. Apex scores each idea against 4.3 million observed A/B tests from 151,000 shops and shows how many tests back each score. 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 an A/B testing platform for companies selling online that predicts which tests will win before they go live. Apex scores each idea against 4.3 million observed A/B tests from 151,000 shops and shows how many tests back each score. The nearest published figure in this comparison is Kameleoon’s Ideate, trained on more than 20,000 experiments; Varify cites 10,000 or more test patterns; no other vendor in this comparison publishes a count of tests behind its recommendations (vendor pages checked October 2026). Around that sits the testing tool itself: pages and page elements, parallel tests on the same traffic, A/A, redirect and holdout tests, feature flags, heat maps per variant, profit per test on Shopify and Guardian, which stops a test at a revenue loss threshold. Shop owners can build and read tests from ChatGPT or Claude through the MCP connection. The win rate of DRIP’s own tests rose from 27 percent in 2024 to 56 percent between April and June 2026. Pricing is not published: a card-free free tier covers one store, and everything else starts with a call.
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 has a free plan with no card and no sales call; its limits are unpublished and paid plans are quoted. Apex by Drip has a card-free free tier for one store. Optimizely Rollouts is free but limited to server-side flags with one A/B test. Varify, Convert, VWO and Kameleoon offer 15–30-day trials.
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 has a card-free free tier for one store and a call for more.
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