AI generates variants. Server-side traffic split. Statistical engine declares winners. No separate tool. No traffic cap. No code.
Manual A/B testing is a chore. Most marketers run one test, drop the loser, and never re-test. The tools made it that way.
JavaScript snippets, tag manager configuration, QA on staging. Most third-party A/B tools want a developer before the test ever fires. The campaign is over by the time you have data.
Unbounce caps Build at 20,000 visitors. Instapage caps Create at 30,000. VWO starts at $314/mo. Optimizely is quote-only. Run a paid campaign and the tool bills you for winning.
Google shut Optimize down in September 2023. The free alternatives need a developer. The paid alternatives gate A/B behind $149 or $199 tiers or cap your traffic. The middle ground disappeared.
Pick a page. Create a variant. Split traffic 50/50. The statistical engine declares the winner when the data is ready. Manual setup, evergreen wins.
AI generates variants from your brief. Smart Traffic routes by visitor profile, not coin flip. Multi-armed bandit shifts share toward the leader mid-test.
Continuous loop. Test, declare, generate the next variant, test again. Cross-page learning shares signal across your portfolio. Hands-off after setup.
Hotjar lives in another tab. VWO lives in another tool. Leadpages runs the test inside the same editor where you built the page. See the loser. Fix the section. Hit publish. The next test starts with one click.
0ms delay. Visitor sees their variant on first paint. Client-side A/B tools cause a 200-800ms flicker as JavaScript swaps content after the page renders. Worse data. Worse experience. Every test.
The four tools most often Googled alongside "A/B testing for landing pages." What you get at each entry tier — or, with VWO and Optimizely, the cost of running the tool at all.
| Capability | Leadpages | VWO | Optimizely | Unbounce | Instapage |
|---|---|---|---|---|---|
| A/B testing at entry plan | $99 Grow | From $314/mo | Quote-only | $149 Experiment | $199 Optimize |
| AI variant generation | Built in (Grow+) | Add-on module | Web AI add-on | Smart Builder | AdMap |
| Server-side testing | Default | Yes | Yes | Smart Traffic only | Optimize only |
| Up to 4 variants | Yes (A/B/C/D) | Yes | Yes | Varies by plan | Varies by plan |
| Page builder included | Same editor | Bring your own | Bring your own | Yes | Yes |
| No traffic caps | Every plan | Tier-capped | Tier-capped | 20K cap (Build) | 30K cap (Create) |
| Multi-armed bandit routing | $199 Optimize | Add-on | Enterprise | $249 Optimize | $199 RTP |
| Continuous auto-optimization | $399 Scale | Custom | Custom | Not available | Not available |
| Starting price | $99/mo | $314/mo | Quote-only | $99 (no A/B) | $99 (no A/B) |
| Built in, no add-ons | 8 of 8 | 3 of 8 | 3 of 8 | 2 of 8 | 2 of 8 |
Pricing pulled from each provider's public plan pages, May 2026. Capability availability checked against published plan documentation.
Every plan includes A/B testing, unlimited pages, unlimited traffic, and AI page creation. Smart Traffic and AI-assisted variants unlock at Optimize. Full Optimization (continuous loop) unlocks at Scale.
$79/mo billed annually
Manual variants. Even traffic split. Statistical winner declaration.
$159/mo billed annually
AI generates variants. Smart Traffic routes by visitor profile. Multi-armed bandit shifts share to the leader.
$319/mo billed annually
Continuous loop. Test, declare, generate, test. Hands-off after setup.
No. Create a variant, pick a goal, set your traffic split, and publish. Everything happens inside the page editor. No code, no JavaScript snippets, no tag manager configuration. If you can edit a page, you can run a test.
A/B testing (Grow $99/mo) splits traffic evenly and measures which variant converts better. Smart Traffic (Optimize $199/mo) uses a multi-armed bandit to route each visitor to the variant most likely to convert them. They work together: A/B testing finds the winner, Smart Traffic routes intelligently. You can run either one, or both on the same page.
Google shut Optimize down in September 2023. The free alternatives now require a developer. The paid alternatives cap your traffic or charge $199+. Leadpages includes A/B testing at $99/mo with no cap. If you came here from a "Google Optimize alternative" search, this is the most direct replacement built for marketers.
Both route visitors to the best-converting variant. The differences: Unbounce caps you at 20,000 visitors on their $99 Build plan and locks full Smart Traffic behind their $249/mo Optimize tier. Leadpages has no traffic cap at any tier. Our AI generates the variants for you. And A/B testing is included at $99/mo, not gated to a higher plan.
The statistical engine tells you when you have enough data to declare a winner with confidence. More traffic means faster results, but there's no minimum to start a test. A page getting 1,500 visitors a week can still produce a confident winner inside the 7-day trial window.
Yes. You can create up to 4 variants per test (A, B, C, D) and split traffic across all of them. Smart Traffic (Optimize+) handles multi-variant routing automatically. The statistical engine compares each variant against the others.
The A/B engine, AI variants, and Smart Traffic on the same platform as the page editor. 7-day free trial. Full platform access.