The CRO software leaderboard
Our ranked picks in 7 categories, with today's prices and how often each tool shows up in real A/B tests.
Shopify A/B testing
Split-test themes, prices, offers and pages on a Shopify store.
Intelligems
Best for: Price, shipping and offer tests on Shopify
Named in more tests in our database than any other Shopify app, and the only one built around price and shipping tests.
Pros: Tests prices and shipping, not just pages · Reports profit using your product costs · 4.8 stars from 201 App Store reviews
Cons: Shopify only · Price tests need a 3-month minimum
Inside Intelligems
Shoplift
Theme and page tests with no code
Pros: No-code theme, template and URL tests · Tests run natively inside your theme · 4.9 stars from 134 App Store reviews
Cons: Price tests start on Advanced plan · Tests pause above your visitor cap
Convert
Any site, privacy-first, full stack on Pro
Pros: Works on Shopify and any other site · Privacy-first: GDPR, SOC 2, ISO 27001 · Published prices, 15-day trial, no card
Cons: Several times pricier than Shopify-native apps · Full stack needs Pro ($420/mo yearly)
Experimentation platforms
Programs that run many tests a month across web and product.
VWO
Best for: Mid-size to enterprise web testing
362 tests in our database name VWO, more than any other tool. Now merged with AB Tasty under Wingify.
Pros: A/B, split URL and multivariate tests · Heatmaps and recordings from same vendor · 30-day free trial, no credit card
Cons: Quote only; no public prices · Merging with AB Tasty under Wingify
Inside VWO
Optimizely
Large teams with big traffic
Pros: Sequential Stats Engine with FDR control · Web and feature tests from one vendor · CUPED, Bayesian and frequentist options
Cons: Quote only, sales-led annual contracts · Sized for enterprise traffic and budgets
GrowthBook
Developers who want open source
Pros: Open source and free to self-host · Free cloud: unlimited experiments and traffic · Reads metrics from your own warehouse
Cons: Visual editor and CUPED are paid · Pro costs $40 per seat a month
Heatmaps and recordings
See where people click, scroll and get stuck.
Microsoft Clarity
Best for: Everyone: start here
Free forever with heatmaps, recordings and rage-click detection. Named in 36 tests in our database.
Pros: Free forever, no paid tier · Up to 100,000 sessions a day · Flags rage clicks and dead clicks
Cons: Recordings kept 30 days by default · No revenue-per-element view
Inside Microsoft Clarity
Contentsquare (Hotjar)
Heatmaps plus surveys in one
Pros: Free up to 200k sessions a month · Replays, heatmaps, funnels, surveys on every plan · 13 months of data on Growth
Cons: Free plan replays only 5% of sessions · No new Hotjar accounts; now Contentsquare
Lucky Orange
Small stores that want live chat too
Pros: Recordings, heatmaps, live chat and surveys together · Unlimited team members on every plan · 7-day free trial, all features
Cons: Build plan capped at 3,500 sessions · Price climbs quickly with traffic
Customer surveys
Ask buyers why they bought and what almost stopped them.
KnoCommerce
Best for: Post-purchase surveys with benchmarks
Post-purchase surveys built for DTC brands, with attribution questions.
Pros: Benchmarks against 4,000+ brand network · Syncs answers to Klaviyo and Triple Whale · 30+ templates with conditional logic
Cons: Integrations and benchmarks start at $119/mo · Even Pro allows only 4 live surveys
Inside KnoCommerce
Fairing
How did you hear about us?
Pros: Built for 'How did you hear?' attribution · Free up to 200 orders a month · Syncs with Klaviyo, Triple Whale and Meta
Cons: Shopify only · Costs climb as order volume grows
Zigpoll
On-site and post-purchase on a budget
Pros: Free for 50 responses a month · On-site, post-purchase, email and SMS surveys · Unlimited surveys and team members
Cons: Surveys pause at the response cap · Built mainly for ecommerce, not SaaS
User and message testing
Test copy, designs and flows with real people before you build.
Lyssna
Best for: Quick preference and five-second tests
Free plan with 3 seats; preference tests that calculate significance for you.
Pros: Free plan with 3 seats · Preference tests calculate significance for you · Published pricing: Growth $166/mo
Cons: Panel responses cost extra on every plan · Growth caps in-depth studies at 5/month
Inside Lyssna
Wynter
B2B message testing with your buyers
Pros: Panel of 86,000+ verified B2B buyers · Results in 12 to 48 hours · Rates clarity, relevance, value and differentiation
Cons: Pro plan costs $20,000 a year · B2B only; no consumer panel
Maze
Prototype and usability testing
Pros: Free plan to start · Panel of over 5 million participants · Prototype, live-site, mobile and interview studies
Cons: No published paid prices · Built for design-stage research
Landing page builders
Build and A/B test landing pages without a developer.
Unbounce
Best for: Paid-traffic landing pages with A/B tests
Built-in A/B testing and AI traffic routing; named in 8 tests in our database.
Pros: Smart Traffic AI routes each visitor · Unlimited A/B tests from Experiment plan · 14-day free trial, no card
Cons: No A/B tests on Starter or Build · Visitor caps on every plan
Inside Unbounce
Instapage
Ad-to-page personalization at scale
Pros: AdMap matches each ad to its page · Server-side A/B tests on Optimize · Unlimited pages and conversions on all plans
Cons: A/B tests start at $159/mo (Optimize) · Trial needs a card, capped visitors
Leadpages
Small businesses on a budget
Pros: No traffic caps on any plan · Up to 6 variants per page test · AI page creation on paid plans
Cons: A/B tests start on $99/mo Grow · 7-day trial needs a credit card
Shopify page builders
Drag-and-drop product, collection and sales pages for Shopify.
PageFly
Best for: Most stores: big template library
A big template library, with A/B tests from the Accelerate plan.
Pros: 4.9 stars from about 5,900 reviews · Free plan with one published page · Large template library and AI pages
Cons: A/B tests start on $99/mo Accelerate · Removing app data blanks PageFly pages
Inside PageFly
GemPages
Builder plus GemX experiments
Pros: 400+ prebuilt sections, funnels and upsells · 4.9 stars from 4,271 reviews · GemX tests pages from other builders
Cons: Page tests need the separate GemX app · Uninstalling can break live pages
Replo
Brands that move fast with AI
Pros: Free plan publishes on replosites.com · 1,000+ templates and AI page generation · A/B testing built in
Cons: Paid plans from $99/mo billed yearly · Free plan can't use your domain
How we rank these tools
These are our picks, not paid placements.
We look at three things: how often each tool shows up in the 1,800+ real A/B tests in our database, what it costs today, and who it fits best.
Every price on this page was checked on the vendor's own pricing page in November 2026. Prices billed yearly are shown as a monthly figure.
Some links may earn us a commission. That never changes the order.