Customer & Marketing
The cost of an A/B testing tool is a key factor in choosing a platform. Depending on the amount of traffic, the number of simultaneous experiments and the desired level of personalization, rates can vary from a few dozen to tens of thousands of euros per year. This article presents the main pricing models offered by A/B testing platforms, highlighting their specific features and the elements to be taken into account when assessing return on investment.
Before comparing rates, it is useful to understand what influences prices:
Volume of traffic or events: some platforms charge according to the number of visitors tested or events analyzed. The more traffic your site generates, the higher the bill.
Features included: entry-level plans are sometimes limited to simple A/B testing, while more expensive plans offer multivariate testing, server-side options or access to an AI engine.
Number of simultaneous tests: the ability to run several experiments in parallel is often limited in basic formulas.
Support and SLAs: dedicated support, availability guarantees or customized integration services can justify higher costs.
Invoicing mode: some tools use a monthly or annual subscription, others operate on a flat rate or freemium model with limited functionality.
The table below compares the pricing models of several popular solutions. Amounts are indicative and may vary according to currency, options chosen and traffic volume.
| Platform | Pricing model / starting price | Details and sources |
|---|---|---|
| Statsig | Freemium offer: free up to 2 million events per month, then pricing below that of the industry giants. | Statsig reports that its pricing is 50-80% lower than Optimizely or AB Tasty, and includes a significance calculator and full-stack testing. |
| VWO | Customized pricing with 30-day free trial. Offers start at around $199/month for the Growth version, depending on the comparator. | VWO offers several levels: Web Testing, Mobile, FullStack. All versions include the visual editor, heatmaps and Bayesian engine. |
| Optimizely | Enterprise model, price on quotation, no free version. | Optimizely provides a Stats Engine significance engine, client-side and server-side testing and a feature flag system. Pricing is not public and depends on traffic and features. |
| AB Tasty | Pricing on quotation, with a basic offer estimated at around €20,000/year. | Price depends on number of tests, features (customization, segmentation) and traffic volume. AB Tasty includes a Bayesian engine and unlimited multivariate testing. |
| Kameleoon | Customized pricing, estimated at around €25,000/year for corporate accounts. | Kameleoon offers A/B and multivariate testing, a predictive AI engine and server-side experiments. Rates are modulated according to traffic and modules purchased. |
| Convert (com) | Monthly subscription from $299/month. | The Convert Experiences offer includes unlimited A/B and multivariate testing, advanced segmentation options and dedicated support. Rates increase with traffic and number of domains tracked. |
| Omniconvert Explore | Package from $390/month. | The Explore plan includes A/B testing, surveys, overlays and segments, with a complete visual editor. Rates depend on the number of visitors tested. |
| Varify | 129/month (monthly) or €99/month (with annual subscription), with 30-day free trial. | Varify offers a simple testing tool, optimized for WordPress and Magento. The price includes an unlimited number of tests and visitors, and e-mail support. |
| Theme Scientist (Shopify) | 29/month with free trial. | Designed for Shopify, the application automatically calculates the confidence interval and offers a visual editor. One-time fee for unlimited use. |
| Neat A/B Testing (Shopify) | Free plan, then packages starting at $19/month. | The free offer includes one test at a time; paid plans add simultaneous testing, automatic winner detection and data export. |
| Instant (Shopify) | Subscriptions from $99 to $249/month depending on store size. | Instant features server-side testing, session analysis and automatic winner detection. Rates depend on the number of orders per month and include priority support. |
| AB Convert / Intelligems | AB Convert offers a fixed price with an unlimited number of tests, while Intelligems charges from $99 to $499/month depending on the features chosen. | AB Convert emphasizes a “per-feature” pricing, notably for price or shipping tests, with no additional cost for processing speed. Intelligems adds advanced pricing tests and margin calculations. |
| Shogun A/B Testing | Customized pricing, with an unpublished quotation model. | Shogun offers A/B and multivariate testing with an integrated significance calculator and automated deployment of the winning variant. Prices depend on the number of pages tested and e-commerce options. |
| SiteSpect | Corporate pricing by quotation; trial period available. | The platform focuses on server-side and edge testing, with a strong emphasis on performance and security. |
Freemium models offer free access to basic functionality. Statsig stands out for its generous free plan (2 million monthly events) and very competitive rates compared with the market leaders. For smaller Shopify stores, Neat A/B Testing and Theme Scientist also offer free options or trials, enabling risk-free testing of the tool.
Most platforms offer monthly or annual subscriptions with a fixed fee. Convert.com and Omniconvert charge $299 and $390 per month respectively for unlimited testing. Shopify Instant and Intelligems also operate on a subscription basis, with tiers linked to order volume or additional functionality. Annual subscriptions often reduce the monthly cost, as is the case with Varify (€99/month annual fee).
For large organizations with high traffic volumes or extensive customization needs, several solutions adopt a quote-based pricing model. Optimizely, AB Tasty, Kameleoon and Shogun fall into this category. These platforms provide comprehensive services, including unlimited multivariate testing, advanced customization and dedicated support. Costs can exceed several tens of thousands of euros per year, but these solutions offer great flexibility and integration with marketing and analytics stacks.
Some providers modulate their prices according to the number of visitors or events processed. Statsig limits free analysis to 2 M events per month, then charges for more. Others, such as Convert.com or Omniconvert, modulate prices according to traffic, enabling medium-sized companies to pay according to actual usage.
Evaluate your volume: estimate the number of visitors or events you will test each month. If your traffic is limited, a freemium offer or low-cost subscription will suffice; for larger volumes, prefer an unlimited formula or a customized quote.
Analyze the features you need: don’t pay for options you won’t use. Server-side tests or advanced multivariates may be superfluous for simple experiments.
Consider the length of the commitment: some providers offer substantial discounts for an annual commitment (Varify, Convert.com). However, if your optimization strategy evolves rapidly, a more flexible monthly commitment may be preferable.
Check for transparency: opt for solutions that publish their rates or provide a clear quote quickly. Beware of hidden costs linked to exceeding the number of visitors or access to certain functionalities.
Take advantage of free trials: most tools offer a trial period or free plan. Use them to evaluate the interface, the quality of support and the relevance of features before committing yourself.
Pricing models for A/B testing tools vary according to sophistication and target audience. Platforms such as Statsig and Neat A/B Testing offer attractive freemium options suitable for startups and SMEs. Offers from Convert.com, Omniconvert or Instant adopt a fixed subscription fee, ideal for sites with stable traffic. Premium solutions such asOptimizely, AB Tasty or Kameleoon are aimed at companies with high requirements and large volumes, with quoted prices often in excess of €20k/year. In all cases, it’s essential to compare the price with the expected benefits (increased conversion, improved user experience), and to ensure that the plan you choose corresponds to your real needs. A careful examination of the billing terms and conditions, and a preliminary test, will enable you to select the most cost-effective tool.