Best A/B testing tools for small sites

Best for: Sites with very little budget willing to do manual setup

Since Google Optimize shut down, there's no free direct replacement — but you can build basic split tests manually with GTM and measure in GA4. Fiddly and developer-time-heavy, but genuinely free.

Best for: Small teams wanting a proper visual editor and reporting

Solid visual editor and clear significance reporting. The free plan is really just for evaluation — expect to pay once you're testing seriously, and the price jump to paid plans is steep.

Best for: Startups already using PostHog for product analytics

If you already run PostHog for analytics or feature flags, the experiments feature is essentially free to try and avoids adding another vendor. Less polished visual editor than dedicated CRO tools.

Best for: Privacy-conscious teams needing GDPR-friendly testing

Strong on privacy compliance and doesn't rely on third-party cookies, which matters if you're marketing into the EU. Pricier per-visitor than VWO at small scale.

Best for: Mid-size teams wanting testing plus personalisation

Capable and enterprise-friendly, but priced and built for a team well past 'small site' — skip until you have a dedicated CRO person or serious traffic.

Best for: Sites already using Unbounce for landing pages

If you're already paying for Unbounce, its native A/B testing avoids adding a second tool. Not worth adopting for testing alone if you're not already a Unbounce customer.