The best A/B testing tools in 2026, compared honestly
The best A/B testing tool depends on who will do the work. If you want the testing done for you, Luria writes, runs and keeps winning page versions, judged on real orders. If you want to design tests yourself, Intelligems and Shoplift are built for Shopify, VWO and Convert work on any site, and Optimizely and AB Tasty suit enterprise teams.
How to choose
- Who builds the tests? A toolkit needs someone to plan and design each test. A done-for-you service does that part.
- What counts as a win? Prefer tools that count real orders or bookings against a control shown to the same traffic at the same time.
- Which platform? Shopify-only apps feel native in Shopify; script-tag tools work everywhere.
- How much traffic? Every tool needs enough visits per version to call a winner. Low traffic means longer tests.
The tools
Luria
Done-for-you split testing on Shopify or any site, measured on real orders against a held-out control, with a 60-day money-back guarantee. From $79 a month; first 20 tests free.
Best for: Store owners and lean teams who want results without running a CRO program.
Intelligems
A Shopify testing app best known for price, shipping, offer and content tests aimed at profit per visitor.
Best for: Shopify brands that want to design their own experiments, especially on price, discounts and shipping thresholds.
Shoplift
A Shopify-native A/B testing app where you build theme, template, content and price tests inside the Shopify theme editor, with AI test ideas.
Best for: Shopify teams who like to build tests themselves in the theme editor, including whole-theme tests.
VWO
A broad conversion platform for any website: A/B, multivariate and split-URL testing, heatmaps, session recordings, surveys and personalization, with a visual editor.
Best for: Marketing and CRO teams who run their own research and testing program across many pages.
Optimizely
An enterprise digital experience platform covering web experimentation, feature experimentation with server-side flags, and a CMS.
Best for: Large companies with product, engineering and analytics teams running experimentation programs.
Convert
An A/B testing tool for any website with a privacy focus and flicker-free delivery, popular with agencies and CRO consultants.
Best for: CRO specialists and agencies who design and run tests by hand across many client sites.
AB Tasty
An experimentation and personalization platform for mid-market and enterprise brands, with client-side and server-side testing.
Best for: Larger brands running testing and personalization programs with an account team.
Looking for a replacement for Google's free tool? See the Google Optimize alternative guide.