Start with a 14 day trial. Scale with testing traffic.

ABTestly is a code first A/B testing platform. Every plan runs real A/B tests on day one. As your program grows, higher tiers add advanced targeting, extra statistics engines, and team controls. The number you pay scales with how much testing you actually do. No automatic overages, no talk to sales for a price.

Annual billing saves 20% on every plan and 15% on Signals.

Add Signals, the AI CRO audit layer, to any paid plan below. It is optional, free while in Beta, and priced separately by scans a month once Beta ends.

Get started today

Try ABTestly free for 14 days

Full access to the plan you pick, on your own traffic. See the value before you commit.

  • 14 day free trial on monthly plans
  • Every feature on your tier
  • Cancel anytime
Start your free trial

Card required. Nothing charged today. Your plan's monthly price is charged on day 15 unless you cancel, and you can cancel from your billing page at any point during the trial. Not available on Enterprise or annual billing.

Starter

$99 per month, billed monthly. $79 per month, billed annually.
Billed $948 a year · save $240

For small technical experimentation programs.

Start Starter trialStart Starter

14 day free trial, then $99 / mo. Card required.14 day free trial available on monthly billing.

  • 50,000 tracked users a month50,000 tracked users each month of the year
  • 5 active experiments
  • 2 sites
  • 2 seats
  • Email support
  • Everything in core testing, plus
  • Experiment scheduling and clone
  • CSV export and change history
  • Your own guardrail metrics
  • Revenue metrics and outlier control
  • Team roles and access presets
Optional add on

Free while in Beta, up to 5 scans a month. Choose your scan volume for after Beta.

During Beta
After Beta
Most popular

Pro

$249 per month, billed monthly. $199 per month, billed annually.
Billed $2,388 a year · save $600

For teams running a consistent testing program.

Start Pro trialStart Pro

14 day free trial, then $249 / mo. Card required.14 day free trial available on monthly billing.

  • 200,000 tracked users a month200,000 tracked users each month of the year
  • Unlimited active experiments
  • 5 sites
  • 3 seats
  • Priority email support
  • Everything in Starter, plus
  • Geo targeting and activation triggers
  • Sequential and Bayesian statistics
  • Global JS, dev libraries, speed guardrails
  • Experiment heatmaps, no add on needed
  • Custom permissions per member and site
Optional add on

Free while in Beta, up to 25 scans a month. Choose your scan volume for after Beta.

During Beta
After Beta

Business

$549 per month, billed monthly. $439 per month, billed annually.
Billed $5,268 a year · save $1,320

For higher volume sites and larger teams.

Start Business trialStart Business

14 day free trial, then $549 / mo. Card required.14 day free trial available on monthly billing.

  • 500,000 tracked users a month500,000 tracked users each month of the year
  • Unlimited active experiments
  • Unlimited sites
  • 10 seats
  • Everything in Pro, plus
  • Full segment matrix
  • Mutual Exclusion Groups
  • Raw event export and blocked IPs
  • Business impact summary
Optional add on

Free while in Beta, up to 100 scans a month. Choose your scan volume for after Beta.

During Beta
After Beta

Enterprise

Custom traffic, contracts, and support.

For organizations that need custom MTU limits and commercial terms. Includes dedicated support, security review, MSA, DPA, negotiated SLA options, and the rest of the procurement paperwork.

Customtracked users Unlimitedseats Custom SLAon request

Signals is optional here too, free while in Beta, up to 100 scans a month. Learn more about Signals

Talk to sales

Signals is optional and free for every paid plan while it is in Beta, within a monthly scan allowance shared by every site in your account. It resets on the 1st of each month (UTC), and unused scans do not carry over. The tier you pick above only sets its price for after Beta. Learn more about Signals

Experiment heatmaps are part of Pro and Business at no extra cost, covering the pages your tests run on. Signals reads that behaviour as evidence when it writes hypotheses, including on pages where the test has already finished. On Starter, where experiment heatmaps are not included, Signals brings heatmaps with it. The heatmap corroborates GA4 funnel data rather than replacing it, so it counts toward an idea's evidence tier only on a scan where GA4 also contributed.

what sits on which plan

Core testing is on every plan. The rest scales with you.

Real A/B testing, targeting, the editor, and honest frequentist stats are on every plan. Advanced targeting, the extra statistics engines, and team controls come as you move up. Here is exactly where each capability lives.

Capability Starter Pro Business Enterprise
Core, every plan
SitesOne domain, plus up to 50 of its subdomains that you add to the site. Unlimited carries a reasonable use ceiling of 100 sites, raised on request 2 5 Unlimited Unlimited
A/B and split testingMultiple variants, traffic split, deterministic bucketing Included Included Included Included
Page and URL targetingShow a test only on URLs that match your rules Included Included Included Included
Behavioral and audience targetingTarget by visit count, referrer, device, or cookies Included Included Included Included
Segment filtersSlice results by audience segment after the fact Included Included Included Included
Frequentist statisticsSignificance on conversion rate, the default engine Included Included Included Included
Monaco code editorAuthor variants as JavaScript and CSS in a full code editor Included Included Included Included
Goals and system defaultsClicks, pageviews, events, revenue, two goals built in Included Included Included Included
Preview and QAPreview any variant by shareable link or QR before launch Included Included Included Included
Visitor opt outHonor ?abtestly_optout so visitors can self exclude Included Included Included Included
Data collection healthAlerts when your snippet goes dark or collects nothing Included Included Included Included
Goal setup intelligencePre launch warnings for fragile selectors and URLs Included Included Included Included
Starter and up
Experiment schedulingAuto start and stop on a schedule or after a set number of days Included Included Included Included
Clone experimentDuplicate an experiment into a fresh draft Included Included Included Included
CSV exportDownload results as CSV Included Included Included Included
Change historySee who changed what on an experiment, and when Included Included Included Included
Your own guardrail metricsFlag any goal as a metric a winner must not harm. Two automatic guardrails come with every plan Included Included Included Included
Revenue and ecommerce metricsRevenue per visitor goals with confidence intervals Included Included Included Included
Outlier controlCap extreme order values so one whale does not skew revenue Included Included Included Included
Team roles and access presetsAdmin, Dev and Viewer roles, with Full, Standard or View only access per site Included Included Included Included
Pro and up
Geo targetingTarget by country, region, or city Not included Included Included Included
Activation triggersFire on click, element view, or manual call, not just page load Not included Included Included Included
Sequential testingPeek any time without inflating false positives Not included Included Included Included
Bayesian statisticsProbability to be best and expected loss engine Not included Included Included Included
Experiment heatmapsClick, scroll and attention maps on the pages your tests run on, compared variant against control. Included from Pro with no add on. On Starter they come with Signals, which is free during the Beta. Signals reads that behaviour as evidence when it writes hypotheses, and it counts toward an idea alongside GA4 funnel data rather than on its own Not included after the Signals Beta. With Signals, free during the Beta Included Included Included
Time to decisionProjected days or weeks until the test reaches significance Not included Included Included Included
Global JSSite wide JavaScript that runs before every variant Not included Included Included Included
Dev and variation librariesAdd curated npm libraries to variation code Not included Included Included Included
Speed aware experimentsPer variant LCP and performance guardrail Not included Included Included Included
Custom permissionsPick any of the twenty five granular keys, per member and per site Not included Included Included Included
Business and up
Mutual Exclusion GroupsKeep visitors out of two conflicting ABTestly tests at once Not included Not included Included Included
Segment matrixFull segment by variant results breakdown grid Not included Not included Included Included
Raw event exportExport raw, event level data with nothing dropped Not included Not included Included Included
Blocked IPsExclude office and bot IPs from data ingestion Not included Not included Included Included
Business impact summaryRolled up revenue and impact across all winning tests Not included Not included Included Included
Enterprise
Limits set by your agreementTracked users, seats, sites and service terms are set in your Enterprise agreement. Asset storage is a fixed 100 GB, and data retention is the same as on every plan Not included Not included Not included Included

Everything on a lower plan is included on every plan above it. Capabilities follow your current plan: setups you already made keep working after a plan change, and some reports are hidden below their tier.

at 100,000 tracked users a month

What the other vendors charge.

At 100,000 tracked users a month, on annual billing, ABTestly Pro is about a third less than Convert. VWO publishes no price at all, at any volume, and Optimizely quotes custom, though negotiated contract data shows what Optimizely actually costs.

ABTestly best value
VWO
Convert
Optimizely
Subscription, monthly
$249/mo · $199 annual
By quote100k not listed
$399/mo · $299 annual
Custom
Tracked users included
200,000
not published
100,000
custom
Cost per 1,000 at 100,000, annual
$1.99
n/a
$2.99
n/a
No automatic overage charges
yes
yes
unclear
no
Cancel any time
yes
contract
yes
contract
30 day money back guarantee on your first paid month
yes
no
not published
no
Start free trial

Prices at 100,000 tracked users, annual billing, checked 11 September 2026 on vwo.com/pricing, convert.com/pricing and optimizely.com/plans. ABTestly Pro annual is $199 and Convert Growth annual is $299. Cost per 1,000 is that monthly price divided by the 100,000 tracked users at this buying point, so $1.99 and $2.99. Pro includes up to 200,000 tracked users and Growth includes 100,000; the tracked users row shows that on its own. Convert's page opens on the annual toggle, so $299 is the first number you see there rather than its $399 monthly rate. VWO publishes no price at any volume, in any currency, so ask VWO for a quote; Optimizely is custom.

The overage row, in detail, because one word per vendor is not enough. VWO does not bill for going over: it pauses the campaign instead, which costs you data rather than money. Convert's own pages disagree with each other: its quota article says experiences pause by default once the included visitors are used, while its pricing page lists overuse pricing that can be turned off, so ask Convert which applies to your account. Optimizely charges twice the usage volume unit price, invoiced monthly in arrears, under clause 2.2 of its published subscription agreement.

The cancel and refund rows, sourced. Convert's pricing FAQ says a monthly plan can be cancelled at any time, and a yearly plan is simply not renewed when its term ends; it says nothing about refunds. VWO's terms run for the length of the order form, stopping a renewal takes 30 days written notice, and fees paid are non refundable. Optimizely's orders are non cancellable, stopping a renewal takes 90 days written notice, and its fees are non refundable, under clauses 2.1 and 3.1 of the same agreement.

Two things this table does not show. VWO runs a 30 day trial that starts without payment details, which is a longer and looser evaluation than our 14 days with a card. And VWO and AB Tasty are now one company, so a shortlist holding both is one vendor rather than two.

Go deeper: Convert vs ABTestly · VWO vs ABTestly · Optimizely vs ABTestly · PostHog vs ABTestly · how migration works · switch one experiment

pricing questions

Answers before you sign up.

What counts as a tracked user?

One monthly tracked user (MTU) is one unique visitor per UTC calendar month who is assigned to an active experiment. Visitors who never enter an experiment do not count. Anonymous visitors are deduplicated by a first party identifier.

Your allowance is account wide and shared across every site in your account. Within one domain a visitor counts once per month, however many of your experiments or subdomains they see. Someone who visits two different domains you own counts once for each, because browsers do not let us recognise the same person across separate domains.

What happens if I exceed my plan's MTU limit?

You get an email at 80% and again at 100% of your monthly allowance, and we never charge you automatically for going over. When you reach the limit, new visitors stop being enrolled and simply see your site as published. Visitors already in a test keep their variant until you publish any change to the site, their assignment is 30 days old, or they reach a different subdomain, and after that they see your site as published too. Your results are never diluted by traffic that was not part of the test. The allowance resets on the 1st of each month (UTC). Upgrade at any time and new enrollment resumes within a few minutes.

Do existing accounts keep the features they use?

Your setups do, but features follow your current plan rather than when you joined. Anything you have already set up keeps working after a plan change, and new use of a capability needs a plan that includes it. Some reports are hidden on a plan below their tier, even on an account that used them before: the business impact summary, the segment matrix and time to decision. The only grandfathering by date is the retired Free plan, which accounts created before 5 September 2026 keep.

Can I switch plans mid month?

Yes. Upgrades are prorated. Downgrades take effect at the next billing cycle so you keep paid access until then.

Is there a discount for annual billing?

20% off every paid tier when billed annually. Use the Monthly / Annual toggle at the top of the page to see the numbers.

What is your refund policy?

30 day money back guarantee on your first paid month, monthly or annual. After day 30, cancellation stops future charges but is not prorated. You keep paid access until the end of the current billing period. Full details in the refund policy.

Do you offer nonprofit or open source discounts?

Yes. 50% off any tier for verified nonprofits and OSS maintainers. Email [email protected].

Do I have to talk to sales?

Not for Starter, Pro, or Business. You self serve on those. Enterprise is custom pricing with custom MTU volumes and commercial terms, and that one you email [email protected] to arrange.

Which statistics come on which plan?

Every plan runs proper frequentist significance with the sample ratio guard and the exact event ledger. Every plan also gets two automatic guardrails on every experiment, Increase Engagement and Engaged session, so a win that quietly harms the page is flagged without you configuring anything. Flagging your own goals as guardrails comes with Starter, and so do revenue metrics and outlier control. The sequential (peek safe) and Bayesian engines come with Pro. When a capability is in your plan it is included, never billed as a separate add on.

Can I run several clients or brands from one account?

Yes. Each client or brand is a site, and one account holds several: 2 on Starter, 5 on Pro, and unlimited on Business and Enterprise, up to a reasonable use ceiling of 100 that we raise on request. Every site in an account shares one tracked user allowance and one bill, so you buy for your total traffic rather than per client. Team and Access lets you scope a member to chosen sites, so each client can be given access to their own site and nothing else. A domain and up to 50 of its subdomains that you add to the site count as one site, so a client with a main site and a shop on a subdomain does not use two.

What if I need a volume between plans?

Tell us. If your traffic sits between two plans, or above Business, we will quote for the volume you actually need instead of moving you to the next tier up. Email [email protected] with your monthly tracked users and we will come back with a number.

ready when the code is

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14 day free trial, no talk to sales. Drop the snippet, define one variant, watch the events land.

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