Competitor Comparisons

The A/B testing market just got a lot smaller. VWO and AB Tasty merged in January 2026, creating a $100M+ revenue company backed by private equity. Optimizely keeps moving upmarket. The tools are consolidating into bigger, pricier bundles.

And the gap for small teams keeps getting wider.

High pricing already restricts about 35% of potential market growth among small and mid-size businesses. If that describes you, the comparisons below cut through the noise. No feature spreadsheets. Just: here’s what each tool costs, who it’s built for, and whether it fits your situation.

How to pick the right comparison

Every post in this cluster covers a different buying scenario. Here’s which one to read based on where you are right now.

Comparing the two biggest names? Our VWO vs Optimizely comparison uses real G2 data, pricing breakdowns, and 796 verified TrustRadius reviews. VWO wins on ease of use and price. Optimizely wins on enterprise features. For teams under 10 people, the honest answer is: both are overkill.

Leaving Optimizely? The best Optimizely alternatives guide covers seven replacements, organized by why you’re switching. Price, complexity, privacy, open source. Each reason points to a different tool. Updated for the VWO/AB Tasty merger.

Lost Google Optimize? When Google shut down Optimize in September 2023, 500,000+ websites lost their testing tool. Our Google Optimize alternatives guide ranks 10 replacements with real pricing and honest drawbacks.

Need to know what Optimizely actually costs? Optimizely pricing breaks down the real numbers. Spoiler: it starts at $36,000/year, and total cost runs 35-50% above the license fee. None of this is on their website.

Evaluating Convert? Our Convert A/B testing review covers the privacy-focused mid-market option. Strong on data compliance and support. Starts at $299/month. But the visual editor and a HIPAA gap are worth knowing about before you commit.

The market right now

Here’s how the A/B testing tool market breaks down in 2026:

The mid-market is where the most change happened. VWO and AB Tasty combining means fewer choices at the $300-500/month price point. And PE-backed consolidation usually pushes prices up, not down.

If you’re a small team or solo marketer, the parent A/B Testing pillar page covers the full picture, from methodology to tools to strategy.

Our take: The tool matters less than actually using it. CXL analyzed 28,304 experiments and found that the companies producing results weren’t the ones with the fanciest tools. They were the ones running tests consistently. Only 1 in 8 A/B tests creates a significant lift. That means you need volume. A EUR 99/month tool used weekly beats a $36,000/year tool used quarterly.

Ready to stop comparing and start testing? Kirro’s free trial gives you 30 days with the full product. No credit card. No feature limits. Three minutes to set up.