A/B Testing Tools for Growth Teams: 15 Platforms That Actually Scale With You

Best for: Privacy-first, enterprise-grade experimentation at self-serve pricing

What is Convert?

Convert is an experimentation platform that helps growth teams launch tests quickly while still supporting complex, full-stack experiments. It covers the spectrum from no-code web tests (headlines, CTAs, layouts) to server-side experiments (pricing, algorithms, feature flags).

With flexible statistics and integrations into analytics and data warehouses, it gives growth teams both speed and reliability when scaling experimentation.

What are Convert’s Top Features?

• Full-stack testing, (client + server) experiments, letting growth teams test backend logic, pricing, algorithms, etc., alongside frontend changes
• Precision audience targeting with advanced filters including geographic targeting, dataLayer variables, cookies, custom JS logic, etc.
• Post-segmentation that allows growth teams to segment results by traffic source, device cohort, and custom segments to see where lift truly happens
• Auto-allocation using multi-armed bandit strategies (Thompson Sampling, UCB, etc.). 
• UX friction detection using the Signals script that detects user friction (rage clicks, hesitation, etc.) asynchronously without blocking page load, helping to diagnose usability issues
• Experiment collision control that allows teams to exclude visitors already participating in other experiments to prevent contamination across concurrent tests
• Structured notes inside reports that capture hypotheses, anomalies, and decisions where they happen to compound team learning

Why Convert is a Fit for Growth Teams

Convert balances speed and accuracy with no-code tools for quick wins and robust APIs for deeper integrations.

Built-in SRM detection and flexible stats engines ensure reliable data, while features like instant deployment of winners shorten time-to-impact.

The transparent pricing model means teams can scale testing volume without worrying about hidden fees, making it especially appealing for SaaS and ecommerce companies with ambitious growth roadmaps.

Why Do Companies Use Convert?

Growth teams choose Convert for three main reasons: privacy, flexibility, and predictability. Its privacy-first design aligns with global compliance needs (GDPR and CCPA), its 90+ integrations make it easy to connect with your existing tools and workflows, and its flat pricing keeps experimentation predictable as traffic grows.

For mid-market and enterprise growth teams that need reliable data, quick test launches, and seamless collaboration between marketing and product, Convert is a natural fit.

Convert’s Pricing

Convert offers a 15-day free trial (no credit card required). Paid plans start at $299/month (billed yearly) for up to 100K tested users, with all features included. No sales conversation needed.

Best for: Mature growth teams running complex experiments 

What is Optimizely?

Optimizely is one of the most established platforms for digital experimentation, designed for companies that run complex, high-stakes growth programs.

It combines a visual editor for quick marketing tests with feature flagging and server-side experiments for product teams. Growth teams use it to optimize everything from landing pages to pricing flows to retention features, all while managing velocity and collaboration at scale.

What are Optimizely’s Top Features?

• Visual editor for growth marketers to build experiments without developer overhead
• Feature flags and rollout tools that enable gradual launches and kill-switch controls
• Audience targeting & segmentation, including GA4 audience sync for experiment targeting
• Multi-channel support (web, mobile, app, API) with shared bucketing logic
• Warehouse-native analytics mode so growth teams can analyze performance at scale

Why Optimizely is a Fit for Growth Teams

Optimizely balances power and scale with experimentation speed. Growth teams can set up cross-channel tests and tie them directly to analytics rather than relying on siloed dashboards.

Visual editing and audience sync reduce reliance on devs, while feature flags and rollout controls let teams launch confidently. As your experimentation program matures, you gain access to richer analytics workflows and full-stack testing.

Why Do Companies Use Optimizely?

Companies choose Optimizely when they outgrow simpler testing tools and need robust control, scale, and integration. It’s trusted by larger brands and teams with high volume, complex architectures, and multiple touchpoints.

While its cost and setup can be steep, users prefer it for its reliability, depth, and analytics fidelity.

Optimizely’s Pricing

Optimizely does not publish pricing publicly. You’ll need to contact sales for a quote. Some say plans start around $36K per year and scale higher for large traffic volumes and enterprise features.

Best for: Balanced CRO features and testing suite

What is VWO?

VWO is an all-in-one optimization platform. It provides a visual editor for marketers, plus a Feature Experimentation engine for controlled rollouts, flags, and advanced targeting. Growth teams can test UX changes, feature logic, or personalized experiences all from one system.

What are VWO’s Top Features?

• Visual editing for marketers to easily build tests without code
• Feature experimentation to roll out changes gradually or test backend features 
• GA4 audience sync and reporting
• VWO integrates with analytics, CDPs, cloud storage, and GTM for flexible data workflows 
• SDK and API support for controlled logic to power custom experiments

Why VWO is a Fit for Growth Teams

Growth teams benefit from VWO because it bridges the gap between marketing and engineering. Marketers can spin up A/B tests visually, while product teams can manage flags and logic behind the scenes.

Why Do Companies Use VWO?

Companies choose VWO when they want one platform to handle both front-end experimentation and backend feature testing. Users often praise its flexibility, integrations, and unified data pipelines.

VWO’s Pricing

VWO prices its products and capabilities in modules; that is, they’re billed separately. Past a certain number of monthly tested users, you’d have to contact sales for custom pricing. That said, the cheapest offering, VWO Testing, starts free.

Best for: Growth teams focused on personalization and testing

What is AB Tasty?

AB Tasty is a digital experience platform combining A/B testing, personalization, feature experimentation, and recommendations. It empowers growth and marketing teams to test new ideas, segment audiences, and optimize experiences without heavy engineering dependency.

Its “One Platform” vision unites client-side experiments, server-side experimentation, and analytics into a cohesive workflow.

What are AB Tasty’s Top Features?

• Visual editor for rapid client-side experiments and content tweaks
• Feature experimentation and rollout controls that support gradual releases, kill switches, and feature gating
• GA4 push integration and audience import: send experiment exposure data to GA4 and pull GA4 audiences into AB Tasty for targeting
• Integration hub and connectors: import/export campaign data across analytics, CDPs, and warehouses without custom build work
• Performance-optimized testing with low-latency decisioning, global CDN, and flicker-free architecture to protect UX during experiments

Why AB Tasty is a Fit for Growth Teams

Growth teams benefit from AB Tasty’s unified platform because experiments, personalization, and analytics live in one place.

You don’t have to stitch tools together: you can test creative, route audiences, and push results into GA4 seamlessly.

The ability to import GA4 audiences and export variant data simplifies cross-tool reporting, and the feature rollout controls give you guardrails as you scale tests.

Why Do Companies Use AB Tasty?

Many organizations adopt AB Tasty when they want a full-stack growth experimentation solution without the fragmentation of multiple tools. It’s used by mid-to-enterprise teams seeking to centralize their optimization strategy and reduce friction between marketing, product, and analytics teams.

AB Tasty’s Pricing

They do not publish pricing. You’ll need to contact their sales team.

Best for: Enterprise with deep personalization needs

What is Adobe Target?

Adobe Target is the Adobe Experience Cloud’s solution for A/B testing, multivariate experimentation, and personalization across web, mobile, email, and connected channels.

It supports rule-based targeting, AI-driven personalization, recommendations, and experience management.

What are Adobe Target’s Top Features?

• Visual Experience Composer and form-based editor to build experiments and personalization without coding
• Automated personalization and AI-driven “auto-target” to dynamically match content to users based on behavior
• Multivariate testing, A/B testing, auto-allocate traffic, and rule-based targeting logic
• Deep integration with the Adobe Experience Platform and Adobe Analytics tools
• SDKs and APIs for mobile, server-side, and hybrid deployments, enabling experimentation beyond just the browser

Why Adobe Target is a Fit for Growth Teams

For organizations already invested in Adobe’s marketing and analytics stack, Target offers a unified environment where experiments, personalization, and audience definitions coexist.

You avoid tool sprawl, gain robust control over segmentation and content delivery, and benefit from machine learning support to optimize personalization at scale.

Why Do Companies Use Adobe Target?

Enterprises use Adobe Target when they demand governance, integration with Adobe’s Experience Cloud, and advanced optimization capabilities (personalization, recommendations, ML).

It’s common in large commerce, media, and digital brands that want to scale their experimentation program without decoupling from their core marketing infrastructure.

Adobe Target’s Pricing

You’ll have to contact sales for custom pricing.

Best for: Growth teams who want analytics and testing in one

What is Amplitude?

Amplitude Experiment is built for product, growth, and analytics teams to run A/B tests, feature flags, and personalization in the same platform where they already track user behavior. It unifies data and experimentation so your experiments start and end with your actual product usage metrics.

What are Amplitude’s Top Features?

• Unified SDK and browser unified SDK, a single integration point for analytics, experiments, and session replay, reducing instrumentation overhead
• Multivariate tests, A/B tests, and multi-armed bandit support via flags and variants
• Progressive rollout, kill switches, and safe flag-based feature delivery built in
• Deep integration with behavioral analytics: experiment results, sessions, metrics, and funnels live in Amplitude for seamless context
• SDKs across platforms (JavaScript, iOS, Android, Node.js, Python, JVM) for both client-side and server-side evaluation

Why Amplitude is a Fit for Growth Teams

Growth teams benefit from reducing fragmentation, i.e., no more stitching experiment data from a separate tool into analytics. Because tests run in the same system that captures behavioral data, you can immediately slice lift by cohorts, funnels, or retention segments. Also, its rollout and flag capabilities reduce risk when pushing changes to users.

Why Do Companies Use Amplitude?

Companies adopt Amplitude when they want their experimentation tightly integrated with their analytics backbone.

It’s especially appealing when analytics, product, and growth teams already rely on Amplitude for user behavior data, so experiments can be grounded in that same data model without duplication or sync issues.

Amplitude’s Pricing

Amplitude starts free for 50K monthly tested users and up to 10M events. After that, plans start at $49/mo up to sales-led custom pricing.

Best for: Growth teams that want open-source flexibility

What is GrowthBook?

GrowthBook is a hybrid experimentation and feature platform that lets you run flag-driven experiments via SDKs or use the visual editor for simple tests. It avoids the “black-box vendor” model by pushing analysis to your data infrastructure. Because of its open-core nature, growth teams get flexibility, transparency, and lower risk of vendor lock-in.

What are GrowthBook’s Top Features?

• Visual editor (in higher tiers) for simple web tests to create, launch, and manage A/B tests
• Full-stack SDK-driven experiments and feature flags for end-to-end experimentation and feature releases across web, mobile, and backend
• Flexible integrations with analytics and warehouses like GA4, BigQuery, Snowflake
• Advanced stats and quality checks (Bayesian, CUPED, SRM) for trustworthy results and built-in data validity checks
• APIs, webhooks, Slack, GitHub integrations to automate experiment workflows
• Minimal dependency footprint, fast SDKs, streaming updates, ensuring performance even at scale.

Why GrowthBook is a Fit for Growth Teams

Growth teams benefit because GrowthBook lets you test faster without giving up control. You can start simple and grow into full-stack experiments. Because analysis is done in your data warehouse, you avoid delays, sampling, or discrepancies that come with vendor dashboards. Also, because it’s open source, you’re not locked into inflated costs as your testing program scales.

Why Do Companies Use GrowthBook?

Teams adopt GrowthBook when they’re invested in their analytics stack and want experiments to live alongside other data workflows. Its transparency, control, extensibility, and mix of usability and developer features make it a compelling choice for teams that don’t want the constraints of closed systems.

GrowthBook’s Pricing

Because GrowthBook is open-source and offers hosting or self-hosting, its cost is more flexible. The core platform is free to use (self-hosted), but advanced or managed services carry $20/user/month up to enterprise custom pricing.

Best for: Product-led growth teams with dev support 

What is Statsig?

Statsig is a product experimentation and feature flagging platform that unifies rollout controls, A/B/N tests, and metrics tracking in a single interface. Growth teams can safely release features, validate new ideas, and understand how changes affect key metrics using built-in analytics.

What are Statsig’s Top Features?

• Feature flags and experiments to roll out changes gradually and measure their lift in the same platform
• Rich SDK ecosystem (30+ platforms), supporting client, server, and edge environments so growth teams can run experiments across web, mobile, and backend logic
• Analytics integrations including Google Analytics (GA4) and GTM connectors
• Warehouse Native so you can run experiment analysis directly in your warehouse, combining your event data, metrics, and assignments
• Session replay and product analytics to dig into how users interact with your changes

Why Statsig is a Fit for Growth Teams

Growth teams gain velocity and confidence because Statsig ties experiments directly to their metrics and infrastructure. You don’t need to juggle separate tools because rollouts, experiments, metrics, and analytics live side by side. This reduces friction between product and growth, enabling hypotheses to go live quickly and letting teams act on results faster.

Why Do Companies Use Statsig?

Teams adopt Statsig when they want a single source of truth for feature releases and experimentation.

It’s favored in environments where engineering and growth must work closely, and where reliable measurement, fast iteration, and integration with data workflows are essential.

Statsig’s Pricing

Statsig starts free and goes to $150/month for the Pro plan with more events, session replays, and more.

Best for: Product analytics and experimentation in one stack

What is PostHog?

PostHog is built to replace the patchwork of analytics, experimentation, and UX tools by combining them into one platform. Growth teams can track users, run experiments, and see session replay in one place instead of hopping between tools.  

What are PostHog’s Top Features?

• Automatic event capture that captures clicks, pageviews, inputs, etc., which lowers the barrier for non-dev usage
• Experimentation engine and rollout controls that help define experiments, tie them to feature flags, configure audience targeting, and expose percentage rollouts or exclusion logic
• Heatmaps and session replay, tied to variant groups
• Running time estimates before launching
• Light SDKs and fallback logic that batch and queue events asynchronously, minimizing overhead

Why PostHog is a Fit for Growth Teams

Growth teams benefit from PostHog because it bridges analytics and experimentation. You can run a test, immediately see how that impacts funnels or retention, and examine user sessions, all without stitching between systems. The lower instrumentation burden shortens the path from hypothesis to results.

Why Do Companies Use PostHog?

Teams adopt PostHog when they want fewer silos, more flexibility, and control over data. It’s especially appealing for growth orgs that want to avoid dependency on multiple vendors or reduce analytics fragmentation.

PostHog’s Pricing

PostHog offers a generous free tier (with free usage quotas for events, flags, replays). Paid tiers scale based on usage (events, feature flag requests, replay volume).

Best for: Feature flag-driven growth teams

What is Split?

Split is a feature flagging and experimentation platform designed to help teams release features safely and measure their impact on growth.

With rollout controls combined with experimentation, Split allows growth teams to validate new product ideas, onboarding flows, or pricing logic directly in production while minimizing risk.

What are Split’s Top Features?

• Feature flagging and experiment support to control rollouts, tie experiments to flags, and measure impact on growth metrics
• Gradual release and rollback controls so teams can safely ship new onboarding flows, pricing changes, or product features
• Audience targeting by customer attributes like location, device, or subscription level for precise experimentation
• Metrics and events API to define and track conversion, retention, or engagement metrics across experiments
• Analytics integrations with GA4, Datadog, and other tools to centralize reporting and reduce silos

Why Split is a Fit for Growth Teams

Growth teams use Split to connect feature rollouts with growth metrics. Instead of shipping blindly, you can test whether a new onboarding step improves activation or whether a feature release hurts conversion.

Split ensures experiments run without hurting performance, and gives teams guardrails with gradual rollouts, making it a good fit for SaaS and product-led growth teams.

Why Do Companies Use Split?

Companies choose Split when they want release management and experimentation in one place. Growth teams at SaaS and enterprise organizations use it to accelerate product velocity, validate growth bets, and reduce risk from new feature launches.

Split is especially popular in industries where engineering and product collaborate closely on experimentation.

Split’s Pricing

For Split’s pricing details, you must contact their sales team. In the meantime, you can create a free account and access core features.

Best for: Best for teams needing AI-driven optimization

What is Kameleoon?

Kameleoon is a combined experimentation and personalization platform. It allows you to run A/B tests, configure feature rollouts, and target users dynamically, all under one roof. Growth teams benefit from its capacity to not just test, but personalize based on real-time user behavior and predictive scoring.

What are Kameleoon’s Top Features?

• Visual editor and personalization UI lets non-technical users build experiments, toggle personalization, and define behaviors visually
• Two-way GA4 integration and automatic audience sync (no manual setup) 
• Decisioning and AI features which uses Conversion Score™ metric and predictive audiences for smarter targeting
• Feature flags and rollout control, allowing safe release of changes, with the ability to rollback
• Cross-platform support (Web, server, mobile SDKs)

Why Kameleoon is a Fit for Growth Teams

Growth teams often span marketing, product, and analytics. Kameleoon bridges that divide. Marketers can launch experiments and personalizations without waiting for engineers, thanks to UI tools and GA4 audience sync.

Meanwhile, product and analytics teams can layer in deeper control using SDKs, APIs, and predictive metrics. The unified data integration means experiment results are immediately usable in analytics systems, minimizing silos.

Why Do Companies Use Kameleoon?

Teams pick Kameleoon when they want more than basic testing; when personalization, AI, and unified data flows matter. Brands with international traffic, mobile and web needs, and maturity in experimentation find value in Kameleoon’s AI features, GA4 sync, and combined experimentation and personalization.

While pricing requires negotiation, customers often accept it in exchange for a mature, all-in-one platform.

Kameleoon’s Pricing

Kameleoon requires you to contact them for custom pricing.

Best for: Feature flags and rollouts at scale 

What is LaunchDarkly?

LaunchDarkly is a feature management platform that treats experiments as flag-driven feature toggles, which can be enabled, rolled out, or rolled back in real time. Growth teams can use it to A/B test product features, UI flows, or user experiences, but with the safety nets of feature flags and rollback controls.

What are LaunchDarkly’s Top Features?

• Feature flagging and experiment support, including percentage rollouts, multivariate flags, and experiments defined via flags
• Gradual release, kill switch, and rollback controls
• Targeting by user attributes and segments
• SDKs and APIs that growth and product teams can leverage or hand off to engineers
• Integrations with metrics, monitoring, observability, and webhooks; and analytics hooks to export or visualize flag-variation data in other tools

Why LaunchDarkly is a Fit for Growth Teams

Growth teams benefit from LaunchDarkly because it gives them safe access to experiment on live users, with the ability to rollback immediately if variation performance falters.

Rather than sending marketing traffic through an experimentation layer, feature flags let you manage variations inside production logic, and growth teams can instrument results in GA4 or analytics tools. The platform supports collaboration as product, engineering, and data teams can share flag-based experiments and metrics in a single system.

Why Do Companies Use LaunchDarkly?

Organizations adopt LaunchDarkly when they need experimentation that tightly links with product releases. Teams often cite the safety, scalability, and mature feature set (flag rollouts, rollback, and observability) as differentiators.

LaunchDarkly’s Pricing

LaunchDarkly offers tiered plans. The Developer plan is free (with limited usage quotas) and suits small teams or exploration. The Foundation plan starts around $12/month per service connection for more features and scale. Higher tiers are custom and require contacting sales.

Best for: Server-side experimentation

What is SiteSpect?

SiteSpect is a full-featured optimization platform combining A/B testing, personalization, feature rollouts, and recommendations, all managed in one system under a proxy-traffic architecture. It supports client-side and server-side testing, content routing, and can operate across SPAs, PWAs, mobile, and more.

What are SiteSpect’s Top Features?

• Hybrid experimentation across client and server side, including web, mobile, and APIs, without relying on third-party tags
• No performance trade-offs, with proxy-based delivery that avoids flicker, extra server calls, or latency even at scale
• Granular targeting and personalization, with segmentation by demographics, device, traffic source, and behavioral attributes
• Feature flags and safe rollouts, including canary deployments, kill switches, and blue-green testing for controlled releases
• APIs and automation for campaign setup, management, and raw data export into analytics or program management tools
• Real-time reporting and dashboards to track experiment performance, conversions, and downstream impact

Why SiteSpect is a Fit for Growth Teams

Growth teams often face the dilemma of wanting rigorous experimentation without compromising front-end performance or user experience. SiteSpect answers this by running in the request flow, guaranteeing flicker-free tests, and giving you deep analytics alignment with GA4.

You can target GA4 audiences, personalize messages, and manage experiments all under one roof without pushing more tags or scripts to the browser.

Why Do Companies Use SiteSpect?

Companies use SiteSpect when they don’t want tag-based testing tools, need control over release workflows, or run high-traffic platforms where performance matters. It’s prized by teams that demand both speed and precision without burdening client-side delivery.

SiteSpect Pricing

SiteSpect is offered via custom contracts. You’ll need to contact sales for detailed pricing.

Best for: Advanced personalization and testing in ecommerce

What is Dynamic Yield?

Dynamic Yield is a digital experience optimization platform, offering personalization, A/B testing, and recommendations across web, mobile, and email channels. Backed by Mastercard, its “Experience OS” enables growth teams to tailor experiences and content algorithmically.

What are Dynamic Yield’s Top Features?

• Personalization engine and AI-powered content matching to adapt content dynamically based on user behavior
• A/B testing and multivariate testing across page elements or content blocks
• Real-time segmentation and targeting to create audience groups based on behavior, attributes, or triggers
• Recommendation engine to surface products or content aligned with each visitor’s preferences
• Omnichannel support (web, mobile apps, email) so experiments and personalization extend across multiple touchpoints

Why Dynamic Yield is a Fit for Growth Teams

Growth teams who want to go beyond simple A/B testing will appreciate Dynamic Yield’s blend of experimentation and personalization. You can test content and variation, while the AI-driven system learns user behavior and surfaces content proactively. It helps you move from iterative tests to more adaptive growth strategies.

Why Do Companies Use Dynamic Yield?

Enterprises adopt Dynamic Yield when they require a unified platform for experimentation plus sophisticated personalization, especially when running at scale across many channels.

Organizations already invested in e-commerce, content platforms, or large user bases often turn to Dynamic Yield to consolidate testing, personalization, and delivery under one roof.

Dynamic Yield Pricing

You have to talk to sales for Dynamic Yield’s pricing.

Best for: Lightweight analytics and testing combo for early-stage teams

What is Crazy Egg?

Crazy Egg is a user behavior and optimization platform combining heatmaps, session recordings, surveys, and basic A/B testing. It’s built for marketers and growth teams who want visual insight and test capability without heavy engineering overhead.

What are Crazy Egg’s Top Features?

• A/B testing with GA4 integration that exposes variant events to GA4 so you can analyze lift alongside your core analytics stack
• Heatmaps and session recordings to see how users interact with different test versions
• Multiple conversion goals per test, so you can compare variant performance across more than one metric (e.g. signups, clicks, revenue) in one experiment
• Simple get-started workflow, with minimal setup, intuitive UI, visual editor (page editor) for non-technical users
• Surveys and conversion analytics are supported within the same lightweight platform

Why Crazy Egg is a Fit for Growth Teams

Crazy Egg offers a fast and beginner-friendly path to insight. You can launch simple experiments, get visual feedback, and tie results with behavioral analytics to learn more. It’s ideal for teams who want to validate ideas quickly without the burden of full-stack experimentation tools.

Why Do Companies Use Crazy Egg?

Growth marketers often choose Crazy Egg when they want both behavior insights and A/B tests in one place. Its integration with GA4 means results don’t live in isolation. It’s a solid pick when you don’t need advanced experiment logic, just actionable insights.

Crazy Egg’s Pricing

Crazy Egg starts from $29/month, but only annual billing is accepted. It offers a free 30-day trial.