A/B testing is like running two versions of your site or app and checking which one makes people click more, buy more, or just stay longer. Pretty handy thing when you wanna grow. Too bad Google Optimize said goodbye in 2023 — now lots of folks search for free options.
But don’t stress. There are still good tools out there that don’t cost you anything. Perfect if you’re a marketer, product manager, or dev trying to test ideas without blowing the budget. Tools like:
- VWO – has free plan with basic A/B testing
- PostHog – open-source and full of features
- Zoho PageSense – simple setup for landing pages
- Plerdy – useful if you also want UX and SEO insights
This list will help you find the free A/B testing tool that fits your team and goals. Let’s go. This guide focuses on A/B testing free options that actually deliver value, so you won’t waste time on tools that promise but don’t perform.
What to Look for in a Free A/B Testing Tool
If you’re searching for free A/B testing software, it’s key to know what features matter most before jumping in.
Types of A/B Testing Offered
A/B testing isn’t always just one simple thing. Some tools only give you basic split test (A vs B), others let you run multivariate A/B tests or even go deeper with server-side setups. If you plan to test more than colors or headlines — you’ll need flexible A/B options. That’s why some marketers prefer free split testing software with multivariate or mobile testing built in from day one.
Here’s what to look for:
- Basic A/B test setup (must-have)
- Multivariate A/B testing (for deeper experiments)
- Server-side A/B testing (great for apps)
- Mobile A/B test support
- Real-time A/B results
PostHog and Firebase give good free support for server and mobile A/B tests. Tools like GrowthBook offer open-source A/B testing setups.
Ease of Use & UX Impact
Running an A/B test should not feel like building a rocket. Tools must be easy. Most free A/B tools give you visual editors where you change a headline or image in seconds. But some still need code. Watch out.
Also, A/B testing shouldn’t slow your page or break layout. Bad UX = failed test.
Checklist:
- Visual A/B editor
- No redirect flicker
- Fast loading test pages
- Intuitive interface
- Docs or guides for setup
Convertize and Zoho PageSense make simple A/B testing feel smooth even for beginners.
Targeting & Segmentation
A proper A/B test hits the right people. No point testing your CTA on users who aren’t even your target. Good A/B tools offer segmentation like device, traffic source, or location.
Things to filter:
- Mobile or desktop users
- New vs returning visitors
- Country or city
- Traffic type (e.g. from ads)
- Scroll % or time on page
Plerdy and Kameleoon offer precise targeting even in free A/B testing plans.
Integrations & Support
A/B testing is part of your stack. Not all tools play nice with others. Make sure your A/B platform integrates with your CRM, analytics, or data layer.
Watch for:
- GA4, HubSpot, and Shopify connections
- A/B test API access
- Support: docs, chat, Slack
- Data export from A/B reports
Some tools like Unleash and VWO give you all-in-one A/B testing + insights. Others let you plug into your favorite tools.
1. Plerdy (For Conversion-Focused Marketers)
Best For
You need quick A/B tests but also want to understand why people click or bounce? Then Plerdy is solid choice. It’s great for marketers who care not just about testing stuff, but about real impact on SEO, conversions, and behavior.
It works well for:
- CRO specialists
- UX teams
- Small business marketers
- SEO pros testing content
- Product teams with no devs
Top Free Features
Plerdy gives you more than just “run A vs B.” It feels more like a toolbox than a single tool — and most parts are free.
Here’s what you get without paying:
- Full A/B test setup with custom goals
- Easy editor for small visual changes
- Traffic segmentation by country, device, or source
- Real-time reports with scroll, clicks, engagement
- Google Analytics 4 integration (yep, works for SEO testing too)
- Track sessions, set conversion targets
- See which test wins — without guessing
You also get clean dashboards. Everything updates live. No delays, no mess. Some users say they improved conversions by 12% using A/B + heatmaps together.
Limitations to Know
No tool is magic. Plerdy’s free A/B testing is powerful, but not endless.
You’ll hit limits if you need very advanced server-side tests or tons of variants. Also, free plan means you’ll get only one running test at a time.
Still, for small to mid-size websites, that’s often more than enough to test big ideas fast.
2. PostHog
What Makes It Free & Powerful
PostHog ain’t your usual testing thing. It’s open-source, built for devs, and yeah—it lets you do real experiments without hitting paywalls every 5 clicks. You can self-host it or go cloud. Either way, no credit card panic.
Here’s what you get that’s actually useful:
- Server-side A/B testing (flexible and fast)
- Feature flags for smooth rollouts
- Full control over events, goals, and variants
- Session recordings and heatmaps baked in
- Funnels, retention, and path data (super nerdy, super cool)
So, if you’re into product analytics and wanna A/B test in same place—smart move.
Who Should Use It
PostHog works best for product-led teams, engineers, or startups that want all-in-one control. If you got tech background or dev buddy nearby, you’re golden.
It’s also good if you’re tired of limits in typical free A/B tools. Especially when you’re testing on web apps.
Drawbacks
This thing’s not for everyone. It’s complex, especially setup.
No-code? Nope. Fancy editor? Nah. You’ll need to touch code or get help from tech crew. Also, it’s not ideal for pure marketers—unless they really love charts.
But hey, freedom comes with a little hustle.
3. GrowthBook
What Makes It Free & Powerful
GrowthBook gives you full A/B test power without locking stuff behind a paywall. It’s open-source, under the MIT license (means free forever), and you can self-host or use their cloud. Either way, you run proper A/B testing without begging for budget.
This tool is packed for real testing:
- A/B tests with goals, targeting, and variants
- Feature flags for rolling updates
- Works with any front-end (React, Vue, you name it)
- Custom test metrics and experiments
- No seat limits or surprise upsells
- Data stays yours — no weird tracking
So yeah, if you’re serious about A/B testing and want freedom, this is a solid pick.
Who Should Use It
If you’re a dev, product lead, or growth hacker who’s tired of limits in other A/B tools — this one’s yours. It works great for startups, SaaS teams, and scrappy marketers who wanna test fast and often.
Use GrowthBook when you want full control of your A/B experiments, not just “button color tests.”
Drawbacks
It’s not for lazy setups. You’ll need time to integrate and plan each A/B test properly. No drag-n-drop UI here.
Also, while test results are detailed, they look pretty plain. So if you want pretty charts and zero effort… maybe not your best match.
But hey, for a free tool that handles serious A/B testing? Totally worth it.
4. Unleash
Best Use Case
If you’re tired of basic A/B tools that just swap colors, Unleash gives you something different. This A/B testing tool lets you manage experiments deep in your code. It’s great when you wanna test feature logic, not just headlines or buttons. Many dev teams love using it to roll out changes step by step, with no drama.
Want full control over your A/B test flow? This tool fits that job.
Free Tier Highlights
Unleash has a free plan that actually lets you run A/B tests, not just pretend. No fake “demo-only” stuff. It’s a legit A/B tool for real experiments.
Here’s what’s inside:
- Unlimited feature flags for tests
- Target users by ID, country, app version
- Run server-side A/B tests with full logic
- Test performance based on your own metrics
- Self-host the tool, no monthly fees
- GitHub integration for test automation
- Works with any stack (Node, Java, Go, etc.)
You can run dozens of A/B tests without limits, which is rare for a free tool.
Watch Out For
Unleash isn’t for beginners. If you want a visual A/B tool with click-to-edit features, this isn’t it. You’ll need to handle some setup.
But if you’ve got dev help and want to test backend features, logic paths, or app versions — this tool is solid. Serious A/B testing, no nonsense.
5. Mojito
Why Developers Love It
Mojito isn’t trying to be flashy. It’s an open-source A/B testing tool that does one job and does it well. Devs like that. No bloat, no fluff — just clean testing logic. You can launch server-side A/B tests, define test goals, and push changes without breaking things. Big plus? You get full control, and that’s kinda rare in free tools.
Oh, and it plays nice with React, Vue, Svelte — you name it.
Top Benefits
This A/B test tool is free and built for speed. Wanna try 5 experiments in one week? Do it.
Some sweet parts:
- Lightweight, doesn’t slow you down
- Set up experiments fast
- Total freedom: no pricing traps
- Works with your own data stack
- No tracking from outsiders
- Ideal for product-led growth teams
It’s simple, but in the good way.
Who It’s Not For
If you want pretty dashboards, fancy graphs, or drag-and-drop A/B setup — this ain’t it. Mojito won’t hold your hand. Not great for marketers who avoid code.
But if you breathe JSON and live in the terminal? This A/B tool might feel like home.
6. Flagsmith
Why Developers Love It
Flagsmith is like the quiet coworker who doesn’t talk much but crushes every task. It’s an open-source A/B testing tool that gives devs real power over feature flags and test rollouts. Wanna do server-side A/B testing without reinventing the wheel? Here you go. Plus, the setup is smooth — cloud or self-host, both work great. You can even run tests by segment, app version, or user group.
Basically, it gets out of your way so you can test fast.
Top Benefits
Flagsmith’s free plan isn’t a joke — you can launch serious A/B test projects with no paywall pain.
Here’s what makes it shine:
- Full A/B test support with feature flags
- Self-hosting for max privacy
- REST API to manage flags and variants
- Unlimited environments
- Works great with CI/CD pipelines
- Super helpful docs and GitHub support
Use it to test features quietly, without breaking stuff in prod.
Who It’s Not For
You won’t find built-in test analytics here. Yeah, it’s kinda a bummer — you’ll need to plug in something like Mixpanel or GA4 to see results.
So if you’re after a complete “plug-and-play” A/B testing tool, maybe skip this one. But if you’re cool mixing tools? Flagsmith’s got your back.
7. VWO Free Tier
What’s Included in Free Plan
VWO’s free A/B testing tool is kinda like a test drive — you don’t get the full machine, but it’s enough to feel the engine. You can run visual A/B tests, play with split URLs, and track behavior with heatmaps. All this without touching a single line of code. That’s pretty sweet for beginners or small sites.
Some goodies inside:
- Drag-and-drop visual A/B test editor
- Up to 50K tested visitors monthly
- Heatmaps and basic goal tracking
- No developer required to launch tests
- Easy-to-read reports with test insights
For a free tool, that’s more than enough to start testing smart.
Why It’s Good for Beginners
VWO keeps it simple. The A/B testing dashboard doesn’t overload you with stuff. It walks you through creating your first test like a buddy. Even if you’ve never heard about conversion rate or test variants — you’ll still manage.
So yeah, solid A/B tool when you’re just starting out and don’t wanna stress.
Where It Limits You
Free comes with fences. Wanna test more than 50K visitors per month? Time to upgrade. Want deeper targeting or advanced A/B experiments? Also behind the paywall.
Still, for basic website tests and learning A/B testing flow — VWO free tier works just fine.
8. Smartlook + A/B Tool Pairing
How It Complements Testing Tools
Smartlook ain’t a pure A/B testing tool — but pair it with one, and boom, now we’re talkin’. It helps you see what users do inside each test variant. Like, real recordings of rage clicks, lost scrolls, or weird dead zones. While most free A/B tools give you numbers, Smartlook shows the story behind the data. It’s like giving your test superpowers.
Session replays, heatmaps, funnels — all in real-time, and yep, there’s a free plan too.
Best A/B Tool Pairings
Wanna get nerdy? Here’s where Smartlook fits in like peanut butter on toast:
- Plerdy – Track clicks + test behavior + SEO flow
- VWO Free – Run A/B tests, watch how real users behave
- PostHog – Add sessions to your in-app feature test
- Unleash – Combine feature flag tests with user interaction tracking
- GrowthBook – Validate what’s happening inside your test buckets
Mix them right, and even simple A/B testing tools feel like enterprise-grade setups.
Our Verdict
Smartlook doesn’t run tests, but it levels up every A/B test tool it touches. Want smarter insights from your free A/B testing experiments? This combo’s a no-brainer.
9. Zoho PageSense
Key Free Features
Zoho PageSense throws in just enough to get small teams rolling with A/B testing. You can set up one A/B test at a time (yep, just one), but it’s smooth to run and doesn’t feel clunky. You also get split testing, goal tracking, and basic heatmaps in the free plan — not too shabby for a tool that plays nice with other Zoho products.
What’s cool:
- Run A/B tests without coding.
- Use smart visual editor.
- Track conversions and bounce rates.
- Integrates with Google Analytics + Zoho CRM.
For a lightweight test setup, this is more than enough to start.
Use Cases
Perfect for early-stage startups or solo marketers who wanna experiment with landing pages. You’re testing a headline, a CTA button, or a color swap? Zoho PageSense makes it quick. It’s also handy when your marketing lives inside the Zoho suite — less jumping between tools.
Even for short tests, 10–15% improvement in conversion? Totally doable.
Drawbacks
The free plan feels tight. One A/B test limit means no multivariate tests. And if your traffic’s over 5K visitors/month — well, you’ll need to upgrade fast. Also, compared to tools like GrowthBook or Plerdy, insights are a bit basic.
10. Split.io
Why It’s Worth Trying
Split.io is a strong A/B testing tool, mostly for teams who don’t like guessing. You get full control over test rollouts, and that means faster product changes with less risk. This free tool lets you test features behind flags, launch A/B tests in production, and monitor everything in real-time.
It supports multiple SDKs, works smooth with CI/CD, and can even alert you if test results start looking scary. Not bad for a free A/B tool, right?
Some good stuff inside:
- Run backend and frontend A/B testing
- Create feature flags and rollouts easily
- Add real-time test analytics with confidence data
- Supports up to 10 team members for free
- Connects to tools like Jira and Slack
Ideal For
Split.io is great for SaaS teams, product managers, and developers who run lots of A/B tests directly in the codebase. If you need serious testing, not just button color swaps – this tool fits.
Any Downsides?
If you want visual tools or simple UX tests – this isn’t it. The UI can feel technical. Also, the free A/B testing plan has event and seat limits. Still, a powerful option when your testing needs go deep.
11. Amplitude (Starter Plan)
Analytics Meets A/B
Amplitude’s Starter Plan is like having a microscope for your A/B tests. You’re not just guessing which version “feels” better — you see numbers, flows, drop-offs, and behaviors in crazy detail. This free A/B testing tool connects directly to product analytics, so every test you run has context. That means smarter decisions, less guessing.
Want to run an A/B test and then dig deep into which user group dropped at step 3? Done. Want to test one feature on 30% of Android users in Spain? Easy. This tool helps turn tests into real growth.
Here’s why it clicks:
- Free A/B testing for up to 10 million actions/month
- Funnels, cohorts, user paths – built-in
- Set test goals and measure lift
- Works great with feature flags like LaunchDarkly
- Super clear dashboards, no fluff
Who It’s Good For
Perfect for product teams who run experiments and crave clean data. If your A/B test is more than a color change — Amplitude helps you understand why results happen, not just what.
Things to Consider
Setup takes effort. You’ll need dev help at first. Also, the learning curve is real. But if you want test insights with meaning? Totally worth it.
12. Firebase A/B Testing
Mobile Testing Strengths
Firebase A/B Testing is like Google’s special gift for app developers. If you build mobile apps — Android or iOS — this tool helps you test changes without breaking your app store reviews. You can A/B test new features, push experiments to a group, and roll back if it sucks (yep, it happens).
Tests run directly with Firebase Remote Config and use Google Analytics for results. This A/B tool helps test layout changes, pricing, button text — even full app logic. And it all updates without needing users to reinstall the app. Sweet, right?
Why devs dig it:
- Test logic, UI, pricing, onboarding — you pick
- A/B testing for unlimited users
- Free and part of Firebase suite
- Real-time results through BigQuery or GA
- Fast rollouts, fast rollbacks
What’s Free
It’s totally free. No user caps. No fake “free but actually trial” stuff. You get real A/B testing tools, full access to Remote Config, and deep analytics.
Best Fit Audience
Mobile-first teams. Game studios. App marketers. If your product lives in a phone, Firebase is the test tool you want. And it’s already used by 60% of top Android apps — not bad company to keep.
13. Eppo
Modern Take on Experimentation
Eppo is not your old-school A/B testing tool. It feels clean, modern, and super sharp under the hood. This one is built for data-driven teams that want serious testing but without the slow, bulky setup. You can launch A/B tests, check experiment lift, and explore test results across segments — all from one dashboard.
It’s designed to handle things like revenue lift, conversion events, and experiment holdbacks. Pretty advanced stuff, but still manageable if you’ve got some analytics brain. The interface? Slick. The test data? Super deep.
Things users dig:
- Stats engine based on CUPED for faster test insights
- Works with Snowflake, dbt, Redshift
- Supports feature flags and remote config
- Clear dashboards and test summaries
- Good alerts if something looks weird mid-test
Ideal Users
Eppo fits best with product and data teams inside SaaS companies. If you’re tired of shallow A/B testing tools and want real power, this is your thing. It’s like Mixpanel and Amplitude had a very smart baby.
Price Note
Eppo ain’t 100% free, but they offer a free tier for startups. You’ll need to talk to sales for custom plans. So yeah, not totally plug-n-play — but worth checking if you run a ton of A/B tests each month.
14. Statsig (Free Tier)
Developer-Friendly Testing
Statsig gives you a fast track to running A/B tests without screaming into your laptop. It’s built with devs in mind—clean SDKs, no fluff, straight to the data. You write code, deploy tests, and boom—results start flowing. Statsig tracks conversions, events, feature usage—all tied to your A/B setup.
This free testing tool works great for apps and web products. You get full experiment control, event logging, and even built-in statistical engines that calculate lift and confidence. All in one place.
What’s cool:
- Feature flags + A/B test logic in one tool
- Support for JavaScript, Python, React, Go
- Visual logs and dashboards for non-tech folks
- Fast integration with existing backend
- Real-time test results (seriously fast)
Who Benefits Most
Tech startups, indie SaaS projects, or any product-led team who wants code-driven A/B test workflows. It saves time and doesn’t slow down devs.
Limits of Free Plan
You get 5 million events/month—pretty solid for small teams. But no custom metrics, and advanced analytics are locked. Once your app grows big, you might hit the paywall fast. Still, for early-stage testing, this free A/B tool is a strong bet.
15. Conductrics (Free Trial or Entry Plan)
When Machine Learning Helps A/B
Conductrics isn’t your usual click-n-go A/B test tool. This one’s got some serious brains inside. It blends machine learning with standard A/B testing to help you figure out who should see what. So instead of just saying “Version B wins,” it can tell you why and for whom. Pretty wild, right?
It’s especially good if you’ve got big traffic and complex segments. Like, “show this variant to returning users on iOS who clicked on a promo last week.” That deep.
A few standout perks:
- Contextual bandits (yeah, sounds cool and it is)
- Personalized test logic with ML assistance
- Full API for power users
- Works with other data tools (like Mixpanel or Amplitude)
- Smart dashboards, not just raw numbers
Free Access Info
You can grab a limited free trial or hop into their “Entry Plan,” which unlocks core A/B testing features. It’s not forever-free, but it’s a start. Ideal if you wanna taste the machine learning magic.
When It’s Overkill
If you’re just trying to A/B test a CTA color—don’t bother. This testing tool’s made for serious optimization folks, not quick fixes or basic landing pages. Use it when you’re ready to go full data nerd.
Conclusion
You don’t need deep pockets to start smart A/B tests. Free tools like Zoho PageSense, Firebase, or even GrowthBook can already help you boost CRO without paying a cent. Real talk? It’s more about your testing mindset than the fanciest tool.
So, here’s the deal:
- Pick 2–3 tools that fit your vibe
- Set up that first experiment (don’t wait forever)
- Watch, learn, tweak, repeat
There’s a lot of A/B testing free tools out there — just pick one that matches your goals and team size. The best brands? They test everything. Doesn’t matter how big or small the change is. Just test it. Grow fast. Fail smarter. And hey—don’t forget to have a little fun with it.