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Which Landing Page Builders Include A/B Testing Free? (2026)
A/B testing is the whole reason landing pages beat regular web pages: you can try two versions, measure, and keep the winner. So we did an audit. We read the pricing page of every major landing page builder and wrote down the cheapest plan where A/B testing actually appears. The short version: across the industry, testing is gated somewhere between $69 and $199 a month. Here's the full table so you don't have to open six tabs.
What to show: A ladder graphic where each rung is labeled with a price ($89, $99, $149, $199) and "A/B testing" sits at the top, next to a DearConvert door at ground level labeled "$0"
Alt text: Graphic showing the price each landing page builder charges before A/B testing is included
The audit table: where A/B testing really starts
One rule for this table: we list the cheapest plan on each tool that includes real A/B testing, not the cheapest plan overall. That difference matters, because several tools advertise low entry prices for plans that can't run a single test.
| Tool | Cheapest plan with A/B testing | Monthly price | Annual price (per month) | Worth knowing |
|---|---|---|---|---|
| Instapage | Optimize | $199 | $159 | The $99 Create plan has no testing at all |
| Unbounce | Experiment | $149 | $112 | Neither the $29 nor the $99 plan can test |
| Landingi | Optimize | $149 | $119 | The $29 Build plan has no testing |
| Leadpages | Grow (cheapest plan) | $99 | $79 | Every plan tests, 2 variants on Grow |
| Swipe Pages | Marketer | $89 | $69 | The $39 Startup plan has no testing |
| DearConvert | Every plan, including Free | $0 | $0 | Unlimited variants on all plans |
Read the pattern. Four of the six tools sell you an entry plan that cannot test, then charge $60 to $100 more per month for the tier that can. Leadpages deserves honest credit here: since its 2026 rebuild, every plan includes testing, though the entry point is $99 and Grow limits you to 2 variants. Swipe Pages' $89 Marketer plan is the cheapest capped-traffic option with testing. And yes, our free plan tests, we'll get to why.
If you want the fuller pricing context on the big three, our Unbounce vs Instapage vs Leadpages comparison covers traffic caps, seats, and overage fees plan by plan.
Why vendors gate A/B testing
It's not malice, it's just very effective pricing design. A/B testing is the clearest "serious marketer" signal in the whole feature list. If you're asking about it, you're probably spending real money on ads, which means you can probably afford a bigger plan. So testing becomes the cheese in the upgrade trap: put it one tier above where most customers enter, and a predictable slice of them will climb.
It also works as an anchor. A $149 "Experiment" tier makes the $99 tier below it look reasonable, even when that $99 tier is missing the one feature the product category is named for.
And to be fair to the vendors, running tests on dynamically served pages does add some real complexity on their end: splitting traffic, tracking variants, keeping stats. There's a cost. It's just nowhere near a $100-a-month cost.
Why gating testing is backwards
Here's our actual objection, and it's not about price. Testing is not a premium add-on to a landing page. Testing is the job.
A landing page without testing is a brochure. The entire premise of building a dedicated page for a campaign, instead of pointing ads at your homepage, is that you can iterate on it: change the headline, try a shorter form, measure, keep the winner, repeat. Selling a landing page tool without testing is like selling a camera without a shutter button, then charging extra for the button.
The gate also lands on exactly the wrong people. A team spending $50,000 a month on ads can shrug at a $199 plan. A founder spending $500 a month can't, and that founder is the person for whom every conversion point matters most. Small budgets need testing more, not less, because they can't outspend a weak page. Gating testing at $149 tells the people with the most to gain from it to come back when they're rich.
We think the incentives should point the other way, which is why every DearConvert plan tests. When your page converts better, your leads grow, and leads are the one thing we meter. Your win is literally our business model. You can see how that plays out plan by plan on our pricing page.
Want to run your first A/B test today, for free? DearConvert's free plan includes unlimited test variants, per-variant conversion rates, and one-click winner promotion. No card, no trial clock.
Start testing free →What a useful A/B test actually needs
Not all "A/B testing" checkboxes mean the same thing, so before you pay for one, check that it includes these four pieces:
- Variants split by traffic weight. You need at least two versions of the page, with control over how traffic splits between them. More variants let you test bigger ideas; Leadpages' Grow plan caps you at 2, for example.
- Sticky assignment. A visitor who saw variant B on Tuesday should see variant B again on Thursday. Without this, your data mixes and your visitors get a confusing, shifting page.
- Per-variant conversion rates. The tool should show you each variant's visitors, conversions, and rate side by side. If you have to export data and compute it yourself, the feature is half-built.
- Winner promotion. Once a variant wins, you should be able to send 100% of traffic to it in one click, not rebuild the page by hand.
For the record, DearConvert includes all four on every plan, free plan included: unlimited variants by traffic weight, sticky assignment, per-variant conversion rates, and one-click promotion of the winner.
What to show: Screenshot of the DearConvert A/B testing panel with two variants, the traffic split slider, and per-variant conversion rates visible
Alt text: DearConvert A/B test dashboard showing two variants with per-variant conversion rates
What a 20% lift is worth (worked example)
Let's put actual numbers on why this feature matters so much. Say you're running a modest campaign: 1,000 visits a month at $2 per click. That's $2,000 a month in ad spend.
Suppose your page converts 5% of visitors into leads (just an example rate, use your own). That's 50 leads a month, and each one cost you $40 in ad spend ($2,000 divided by 50).
Now you run a test, and the winning variant lifts conversion by 20%, from 5% to 6%. Same $2,000, same 1,000 visits, but now 60 leads. Two things just happened:
- You gained 10 leads a month without spending an extra dollar on ads. Over a year, that's 120 extra leads from one test.
- Your cost per lead dropped from $40 to about $33. Every future dollar of ad spend now works roughly 17% harder, on this page, forever.
Here's the kicker: on most tools, running that test costs more than the ads benefit for small accounts. On Unbounce you'd pay $149 a month for the plan that can run it. On Instapage, $199. The test has to earn back the toolbill before it earns you anything. On a tool where testing is included at your existing price (or at $0), the entire lift is yours from day one.
And a 20% lift is not exotic. Sometimes a test loses, sometimes it's flat, sometimes a headline change does far more. The point of testing isn't one lucky win, it's that you keep compounding small wins while your competitors run brochures. Traffic caps punish that compounding too, by the way: more conversions usually mean you're pushing more traffic. If that's your situation, see our list of builders with unlimited traffic.
FAQ
Which landing page builders include A/B testing on their cheapest plan?
Only two: Leadpages (every plan from $99 a month, with 2 variants on Grow) and DearConvert (every plan, including the free $0 plan, with unlimited variants). Unbounce, Instapage, Landingi, and Swipe Pages all sell entry plans without testing.
Is there a free landing page builder with A/B testing?
Yes. DearConvert's free plan includes full A/B testing: unlimited variants by traffic weight, per-variant conversion rates, and one-click winner promotion, on one published page with 100 leads a month and unlimited traffic.
How much does A/B testing cost on Unbounce, Instapage, and Landingi?
On Unbounce, testing starts on the Experiment plan at $149 a month ($112 annual). On Instapage, it starts on Optimize at $199 ($159 annual). On Landingi, it starts on Optimize at $149 ($119 annual). Cheaper plans on all three tools exclude it.
Why do most builders charge extra for A/B testing?
Because it works as an upgrade trigger. Testing signals a serious, ad-spending customer, so vendors place it one tier above the entry plan. We think that's backwards, since testing is the core purpose of a landing page, which is why DearConvert includes it everywhere.
How much traffic do I need before A/B testing is worth it?
There's no magic number, but with low traffic, results simply take longer to become clear. A practical approach: test big, bold changes (headline, offer, form length) rather than button shades, and let each test run until the numbers separate convincingly. When testing costs nothing extra, even slow tests are worth running.
What features should an A/B testing tool include?
Four things: multiple variants with traffic-weight control, sticky assignment so returning visitors see the same variant, per-variant conversion rates in the dashboard, and one-click promotion of the winning variant. If a tool is missing any of these, the checkbox is mostly decorative.