Best A/B Testing Tools (Google Optimize Alternatives)

Before you can truly understand A/B testing and what are some of the best A/B testing tools like Google Optimize, you need to look at your website in a different light.

Now I know that may sound stupid, but like many things in life, sometimes there is more to the story than meets the eye. Your website is no different.

Most companies see their website as nothing more than an online billboard. And most of those sites are static websites that never get updated. And this “online billboard” is often created to;

1. Get your name out to more potential customers.
2. Increase leads, sales, etc.

But what happens when your website is not accomplishing any of your goals? Either nobody visits your site (Hire Us), or if people do view your website, none of them execute your calls to action.

Often the problem is your company’s mindset. A website isn’t an electronic billboard. A website is a marketing tool. And this tool comes with some awesome metrics that you can use to increase its productivity.

The primary metric you hear touted by “SEO experts” is analytics. But A/B testing is just as useful as Analytics.

In this article, I will teach you everything important about A/B tests and follow up on the best A/B testing tools like Google Optimize.

For those who don’t know, Google Optimize was a free A/B testing tool from Google that was discontinued in September 2023. If you’re looking for the best Google Optimize alternatives in 2026, you’re in the right place — I’ve covered the top working tools below.

What is an A/B test?

A/B testing is the process of splitting up your web traffic and sending them to two different destinations (or maybe three, four or five, sometimes called A/B/N testing).

And these destinations could be any number of things. These could be different landing pages, email newsletters, contact forms, etc.  And these destinations differ in small ways.

A/B Testing Examples

Let’s say you run an online store and want to know which version of a product page design will generate more sales. For this, a simple design and marketing A/B testing are needed.

You create two different versions of the product page – one with a blue “Buy Now” button and one with a green “Buy Now” button – and randomly show each version to different groups of website visitors.

You then track how many people from each group click the “Buy Now” button and complete a purchase. The version that generates more sales is considered the winner, and you can use that design moving forward to increase your sales.

A/B testing allows you to make data-driven decisions based on real user behavior rather than just guessing what might work best.

Why do A/B Testing?

Let’s see another example of A/B testing with a Contact Form like this. This is an A/B test that we did.

So let’s say we have a contact form created asking people to request information about your services. You look at your analytics and see that many people visit your contact form page, but only 25% of them complete the form.

So we decide to do some A/B testing to try and increase the number of sign-ups. And we decide to create a simpler and horizontal form with one or two less fields for the visitor to fill out.

With both forms in place, we started splitting our traffic up and testing both options simultaneously.

After a set period of time, we view the results. In this example, we find that our original form still converted 25%, and the new form converted 30%. With that information, you would decide to run the new form full-time.

But you’re not done, right? For some, 30% is still not that good. So we return to the drawing board and continue testing ideas until we find a winning combination.

So without writing a book, that is A/B testing in a nutshell.

A/B testing is, in fact, the process of making small changes (headlines, colors, fonts, etc.) to increase a certain outcome.

It is a scientific method that uses analytics to provide quantitative and qualitative results. But this starts with understanding that your company website is a tool.

How to do A/B Testing?

How do we implement this concept? Well, to integrate A/B testing into your website, you need a program designed to run the tests.

You can either use custom-coded javascript to render different elements for different sets of visitors, use plugins to conditionally show different content or use a web service that does it for you.

On WordPress, there are a couple of plugins that can help you do the A/B testing:

1. MonsterInsights (Paid)
2. Nelio AB Testing (Free)
3. My WP A/B Testing (Free)
4. A/B Testing for WordPress (Free)
5. Convertize A/B Testing for WordPress (Free)

In addition to these there are several web services, also known as A/B testing tools amongst the general audience, which can help you do the required things without much setup. I have covered these in the next section.

Best A/B Testing Tools in 2026

Since Google Optimize was discontinued in September 2023, the A/B testing landscape has evolved significantly. Here are the best tools you can use right now to run experiments and optimize your conversions.

1. Optimizely

Optimizely is widely considered the industry leader in experimentation. It offers A/B testing, multivariate testing, and personalization for websites and mobile apps — helping businesses optimize the customer experience and increase conversion rates.

Once Optimizely is set up on your website, it offers a WYSIWYG visual editor that allows you to A/B test and multivariate test just about anything — headlines, layouts, CTAs, and more — without writing code.

Optimizely offers custom pricing based on the specific needs of each customer. You’ll need to contact their sales team for a quote. Users praise the platform’s robust features and easy-to-use interface, though some find the pricing to be on the higher side.

2. VWO (Visual Website Optimizer)

VWO is a comprehensive A/B testing and conversion rate optimization platform that offers a range of testing and personalization features, including heatmaps, visitor recordings, and funnel analysis. It’s an excellent all-in-one alternative to Google Optimize.

VWO offers three pricing plans:

• Growth (starting at $200/month),
• Pro (starting at $480/month), and
• Enterprise (starting at $1068/month).

VWO is particularly well-suited for teams that want deep insights alongside their testing — the heatmaps and session recordings help you understand why users behave the way they do, not just what they do.

3. Unbounce

Unbounce is a landing page builder with built-in A/B testing capabilities. It allows you to create, publish, and test landing pages using a drag-and-drop interface — and pages go live as soon as you hit publish.

Unbounce focuses on helping businesses create high-converting landing pages and improve conversion rates. It also features AI-powered Smart Traffic, which automatically routes visitors to the variant most likely to convert for them.

Unbounce offers several pricing plans starting at $74/month (billed annually), with higher tiers for more traffic and features. Users appreciate the intuitive page builder and ease of setting up A/B tests.

More A/B Testing Tools Worth Considering

Beyond the three tools above, here are more solid options that have gained popularity since Google Optimize’s sunset:

• AB Tasty — An enterprise-grade A/B testing platform with AI-powered optimization, feature flagging, and personalization. Great for larger teams that want an all-in-one experimentation suite.
• Convert.com — A privacy-focused testing tool that’s fully GDPR compliant out of the box. Popular with European businesses and teams that prioritize data privacy.
• Google Analytics 4 Experiments — If you’re already using GA4, you can run basic A/B tests through its built-in experimentation features. It’s the closest spiritual successor to Google Optimize and it’s free.
• PostHog — An open-source product analytics platform that includes A/B testing and feature flags. Ideal for developer-led teams who want full control over their data.
• LaunchDarkly — Primarily a feature flag platform, but it also offers robust experimentation capabilities. Perfect if you’re already doing feature flagging and want to add A/B testing on top.

What Happened to Google Optimize?

Google Optimize was a free A/B testing tool from Google that allowed you to test multiple versions of a page directly within your Google Analytics account. It was fully retired on September 30, 2023.

Google cited the need to invest in more effective solutions as the reason for sunsetting Optimize. While there’s no direct 1:1 replacement from Google, GA4’s built-in experimentation features carry forward some of that functionality. For most users, though, the tools listed above provide a far more powerful testing experience than Google Optimize ever did.