A/B Testing Tools Pricing Comparison 2026

The Complete Pricing Table

Here's what you'll actually pay for the most popular A/B testing platforms in 2026:

Prices as of February 2026. Enterprise pricing varies. Some tools require annual contracts for listed rates.

Understanding the Pricing Models

A/B testing tools use several different pricing models. Understanding them is crucial because the sticker price often doesn't tell the full story.

Per-Visitor Pricing (VWO, Convert.com, Personizely)

Many tools charge based on the number of “tested visitors” or “monthly tracked users.” This seems reasonable at first, but creates a perverse incentive: the more successful your website becomes, the more you pay. A viral blog post or successful ad campaign can push you into the next pricing tier overnight. VWO's pricing, for example, can double or triple if your traffic spikes.

Flat-Rate Pricing (PageDuel, Shoplift)

Flat-rate pricing means you pay the same amount regardless of traffic. This is the most predictable model and works best for growing businesses. PageDuel's $29/month Starter plan includes unlimited tests and doesn't penalize you for traffic growth.

Enterprise / Custom Pricing (Optimizely, AB Tasty)

“Contact Sales” usually means $20,000–$100,000+ per year. These tools are built for Fortune 500 companies with dedicated CRO teams. If you need to ask about pricing, you probably can't afford it — and more importantly, you probably don't need it.

The Hidden Costs

The subscription fee is just the beginning. Watch out for these hidden costs:

• Onboarding fees — Some enterprise tools charge $5,000–$15,000 for initial setup and training.
• Annual contracts — Many tools require 12-month commitments. If the tool doesn't work for you, you're stuck paying.
• Overage charges — Per-visitor tools charge extra when you exceed your plan's limit. These overages can be 2–5x the per-visitor rate.
• Feature add-ons — Some tools charge separately for heatmaps, session recording, personalization, and server-side testing.
• Implementation time — Complex tools require weeks of developer time to set up properly. At $100/hour, that's $2,000–$10,000 in opportunity cost.
• Training — Enterprise tools often require dedicated training sessions. Time spent learning the tool is time not spent running tests.

PageDuel avoids all of these: no onboarding fee, no annual contract, no visitor limits, no add-on pricing, and setup takes 5 minutes (not 5 weeks).

Best Tool for Each Budget

Under $10/month — Just Getting Started

Winner: PageDuel Hobby ($9/mo) — 5 experiments, 10k visitors/mo, visual editor, AI variant generator. Nothing else in this price range comes close. See our full guide to free A/B testing tools.

$10–50/month — Small Business

Winner: PageDuel Starter ($19/mo) or Pro ($49/mo) — Unlimited experiments, full visual editor, AI variants, team collaboration (Pro). Nothing else in this price range comes close.

$100–500/month — Growing Business

PageDuel Pro ($49/mo) still covers most needs. If you specifically need Shopify theme testing, Shoplift ($149/mo) is an option. Personizely ($39–79/mo) works if you also need popups and personalization. VWO ($356+/mo) starts making sense only if you need heatmaps and session recording bundled in.

$500+/month — Enterprise

If you have a dedicated CRO team, Convert.com ($399+/mo) offers strong privacy features. VWO ($599+/mo) provides a full CRO suite. Optimizely ($3K+/mo) is for organizations running hundreds of experiments across multiple products. But honestly? Most companies at this level are overpaying for features they don't use.

ROI: When Does A/B Testing Pay for Itself?

Let's do the math with PageDuel's $19/month Starter plan:

• Your site converts at 2% and gets 5,000 visitors/month = 100 conversions
• Each conversion is worth $30 (average order value or customer lifetime value)
• A winning test lifts conversions by 15% = 15 more conversions/month
• Additional revenue: 15 × $30 = $450/month
• Tool cost: $19/month
• ROI: 2,268%

Even with conservative assumptions, A/B testing pays for itself many times over. The question isn't whether you can afford to A/B test — it's whether you can afford not to.

Detailed Comparisons

Want to dive deeper into how PageDuel compares to specific competitors? Check out our head-to-head comparisons:

• PageDuel vs Google Optimize — The best replacement for the now-defunct Google tool
• PageDuel vs VWO — Enterprise power at a fraction of the cost
• PageDuel vs Convert.com — Skip the $399/month price tag
• PageDuel vs Shoplift — Shopify testing and beyond
• PageDuel vs Personizely — Focused testing vs feature bloat