When you’re managing multiple client campaigns, making decisions based on assumptions just isn’t sustainable. A/B testing and CRO aren’t nice-to-haves—they’re essential for scaling results, optimizing spend, and delivering measurable impact.
It’s how you refine messaging, improve landing page performance, and prove ROI. But many platforms are either built for enterprise teams with enterprise budgets, or they lack the features agencies actually need.
In this guide, we’ll cover a shortlist of affordable, reliable A/B testing tools designed with agency workflows in mind.
Whether you’re optimizing landing pages, running client experiments, or simply looking for better insights, these tools offer strong functionality without bloated costs.
1. Instapage: best all-in-one platform for CRO and landing pages
Instapage tops the list because it’s more than just an A/B testing tool—it’s a complete landing page and conversion optimization platform that helps agencies execute at scale without the usual friction. From one workspace, agencies can create landing pages, test variants, analyze performance, and collaborate with clients in real time.
Features like Instapage reusable blocks, global elements, and dedicated workspaces make it easy to manage multiple clients and campaigns without losing consistency or control. Additional built-in capabilities like heatmaps and ad-to-page personalization help teams optimize every experience for higher ROI without having to manage and pay for extra third-party tools.
Instapage’s analytics go beyond simple test results. You get detailed insights on click behavior, variant performance, traffic segmentation, and even scroll-depth analysis through built-in heatmaps. Each variant’s performance can be tracked in real-time, helping you make faster decisions based on actual engagement metrics, not just conversions.
Best for: Agencies focused on landing pages and CRO with a need for design + testing + analytics in one tool.
Features that stand out: Server-side A/B testing, AI-powered variant optimization, built-in heatmaps, real-time analytics dashboard, dynamic text replacement, ad-to-page personalization and collections, reusable and global elements, client workspaces, and advanced collaboration tools.
Pricing: Starts at $79/month
Cons: Higher starting price than some lightweight tools, but justified since no extra CRO tools are needed
Smarter A/B Tests Start Here: Build, test, and optimize landing pages at scale—with analytics and variant insights built in. Start your free trial today.
2. VWO: best for segmented & multivariate testing
VWO is a long-time leader in experimentation and offers a broad testing suite that includes A/B, multivariate, and split URL testing. For agencies that need to target specific user segments or test multiple variables at once, VWO delivers depth.
<Best for: Data-heavy agencies and advanced multivariate testing.
Features that stand out: Multivariate testing, targeting rules, personalization, session replays, funnel tracking.
Pricing: Starts around $314/month (billed annually) for testing plans.
Cons: Pricey for smaller agencies, doesn’t include a native builder.
3. Crazy Egg: best for visual testing on a budget
Crazy Egg is best known for its heatmaps and scroll maps, but it also includes a basic A/B testing feature. For smaller agencies or teams just getting started with optimization, it’s a user-friendly option with great visual feedback.
Best for: Smaller agencies that need visual insights and lightweight testing.
Features that stand out: Heatmaps, scroll maps, session recordings, and unlimited A/B testing.
Pricing: Starts at $29/month; Pro plan is $249/month.
Cons: No multivariate testing, not built for large-scale experimentation.
4. Convert Experiences: best for privacy-focused clients
Convert is built with privacy in mind. It’s one of the few tools that emphasizes GDPR and CCPA compliance as a core feature. For agencies working with financial, healthcare, or European clients, this makes it a solid choice.
Convert is built with privacy in mind. It’s one of the few tools that emphasizes GDPR and CCPA compliance as a core feature. For agencies working with financial, healthcare, or European clients, this makes it a solid choice.
Best for: Agencies with clients in regulated industries or privacy-sensitive environments.
Features that stand out: Full compliance suite, advanced segmentation, integrations, and fast load times.
Pricing: Starts at $399/month.
Cons: No visual editor; not ideal for design-focused testing workflows.
5. GrowthBook: best open-source tool for dev-heavy agencies
Best for: Technical teams and product-focused agencies.
Features that stand out: Open-source, feature flags, code-level experiments, SDK flexibility.
Pricing: Free self-hosted; Cloud Pro at $20/user/month.
Cons: Requires technical setup; not beginner-friendly.
6. Convertize: best lightweight A/B testing tool
Convertize is great for smaller teams that want to test quickly without getting deep into data. It offers a clean UI, visual editor, and a unique “Autopilot” feature that adjusts traffic based on test performance.
Best for: Agencies running lightweight, fast-turnaround tests.
Features that stand out: Autopilot traffic optimization, visual editor, and hybrid stat engine.
Pricing: Starts at ~$49/month.
Cons: Not as scalable or customizable as other tools.
7. LaunchDarkly: best for feature flagging and app testing
While not a traditional A/B testing tool, LaunchDarkly is essential for agencies doing product work. It allows developers to roll out new features in a controlled way and run experiments behind feature flags.
Best for: Product-focused agencies running experiments inside apps or web platforms.
Features that stand out: Feature flags, gradual rollouts, versioning, and dev-centric controls.
Pricing: Free for developers; business plans start at $10/service unit/month, enterprise pricing is custom.
Cons: Not made for landing pages or marketing A/B tests.
8. Apptimize: best for mobile app A/B testing
If your agency supports native mobile apps, Apptimize offers solid tools for testing in-app experiences, screens, and features. It supports both Android and iOS and allows real-time updates without redeploying.
Best for: Agencies supporting app-based businesses.
Features that stand out: Cross-platform testing, visual experiments, and real-time updates.
Pricing: Starts at $75/month for essentials.
Cons: Not built for web-based or landing page testing.
Build a testing workflow that scales with your clients
When it comes to A/B testing for agencies, it’s not just about running experiments—it’s about running them at scale, proving ROI to clients, and moving fast without sacrificing insight. That’s where Instapage shines.
Unlike many testing tools that require extra integrations, developer resources, and costs, Instapage brings testing directly into your design and publishing workflow. You can create and test variants directly inside the landing page builder, preview performance differences with real-time analytics, and even let AI automatically optimize your variant traffic with AI Experiments.
Some of the standout testing & CRO features available inside Instapage include:
- Server-side A/B testing that ensures your experiments load fast and avoid flicker
- Heatmaps to see where visitors click, scroll, and drop off before you even start testing
- Drag-and-drop builder to clone, tweak, and compare different versions in seconds
- Custom audience targeting to show different variants to different groups based on traffic source, device, or more
If you’re an agency managing multiple campaigns, Instapage doesn’t just make testing easier—it makes it smarter, faster, and better connected to your full conversion strategy. Sign up for a 14-day free trial and start A/B testing today.