AB Tasty Pricing 2026: What It Actually Costs

Short answer: AB Tasty publishes no price at any tier. Its pricing page says "No fixed plans. Just a custom proposal built around your goals and scope," and pricing is set from your average traffic over the previous 12 months or from monthly active users. There is no free tier and no free trial, only a free proof of concept lasting one to two weeks. Third-party procurement data reports contracts in the range of roughly $15,000 to $150,000 a year, but AB Tasty confirms none of that.

Last updated August 2026. Every quotation below was read off AB Tasty's own pricing page and its own FAQ.

AB Tasty has a pricing page. It does not have a price.

This is worth separating from what Optimizely and Adobe Target do, because it is a different thing. Those two simply do not discuss cost. AB Tasty discusses it at length. Its pricing page carries a ten-question FAQ that opens with "How much does AB Tasty cost?" and works through traffic tiers, add-ons, managed services, hidden fees and future price increases. Every answer is qualitative.

The headline on the page reads "Flexible plans that scale with your ambition." The line underneath is the one that matters: "No fixed plans. Just a custom proposal built around your goals and scope." The FAQ expands it: "AB Tasty offers custom pricing tailored to your needs, based on factors like traffic volume, number of domains, selected modules, and implementation scope."

So there are no tier names to compare, no entry price, and no published ladder. Here is everything the page actually commits to.

The meter runs backwards, and that is the real story

Buried in the FAQ is the sentence that should shape your negotiation. AB Tasty states that "Pricing is generally based on your average traffic over the past 12 months or on monthly active users (MAUs)", and separately that "Pricing is based on traffic bands and MAU (Monthly Active Users) levels, typically calculated using historical averages."

Compare that with how the rest of the category meters. PostHog charges per event as the events happen. Convert Experiences charges per tested user in the month those users are enrolled in a test. Kameleoon lets you pick whether you are counted on monthly unique users or on the smaller number actually entering a campaign. Every one of those is forward-looking: what you use this month is what you pay for this month.

AB Tasty's band comes from what your site did over the previous twelve months. Two things follow, and neither is obvious from the page.

First, a spike follows you. One seasonal peak, one press hit, one campaign that overperformed, and that month is inside the trailing average that sets your band. You will be quoted on a level of traffic you may not currently have.

Second, and this is the part that catches people out, you cannot lower the number by using the tool less. On a forward meter, testing on two pages instead of twenty reduces the bill. On a trailing traffic band it does not, because the meter is measuring your website, not your experimentation program. A team running four careful tests a year and a team running four hundred pay by the same yardstick if their traffic matches.

If your traffic is flat, this costs you nothing. If it is growing quickly or it swings seasonally, ask explicitly which twelve months the quote was built from, and ask what happens at renewal if that average moves.

Does AB Tasty offer a free trial?

No. The FAQ answers it directly: "AB Tasty does not offer a free trial. Instead, it provides a free 'proof of concept', usually lasting 1 to 2 weeks."

A trial and a proof of concept are not the same purchase decision. A trial is something you start on a Tuesday afternoon with a card and no conversation. A proof of concept needs a sales contact, a scheduled window, AB Tasty's tag deployed to your production site, and someone on your side available for the duration. That means the evaluation consumes a production release and a slice of engineering time, and it happens before anyone has told you what the tool costs.

That ordering is becoming a pattern in this market rather than a quirk. Heap does something structurally similar on the analytics side: its Growth tier shows no figure and no "contact sales" button either, just an instruction to sign up and install the free snippet to get an estimate. In both cases the vendor asks for engineering commitment before price disclosure. It is not dishonest, and for genuinely custom enterprise deployments it is defensible. It does mean you cannot evaluate either tool as a spreadsheet exercise.

What people actually pay, and why we are labeling it

Procurement marketplaces and review aggregators publish AB Tasty contract data collected from buyers. Because none of it is confirmed by AB Tasty, we are labeling all of it as reported rather than presenting it as fact.

Treat these as a sanity check on whether you are in the right building, not as a quote. If a comparison article gives you a confident single figure for AB Tasty, this is where it came from too, and it is worth knowing that before you take it into a budget meeting. When the contract does land, it arrives as an annual invoice that somebody in finance has to check line by line against what was actually agreed, which is a good reason to get the scoping assumptions written down during the sales cycle rather than after it.

How the merger with VWO affects pricing

On 20 January 2026, VWO and AB Tasty announced they were combining under Everstone Capital. VWO's newsroom reports the combined company at more than $100 million in annual recurring revenue and over 4,000 customers, with "nearly 90% of revenue coming from the U.S. and European markets", and states that Everstone "has backed VWO since 2021 and remains the largest institutional shareholder". Sparsh Gupta, VWO's co-founder, is chief executive.

On customer impact the announcement is explicit: "The combined platform will continue to support all existing VWO and AB Tasty customers without disruption." No repricing was announced and no product sunset was announced, so anyone telling you AB Tasty is going away is guessing.

What did change is your position at the table. A shortlist of AB Tasty against VWO used to be two independent vendors bidding. It is now one company quoting on both lines. Separately, VWO removed its public prices and its free Starter plan is closing, so the tool that used to be the price-transparent enterprise option no longer is.

Widen the lens and it looks worse. When Google sunset Optimize in September 2023, its own documentation named the partners it was working with, verbatim: "AB Tasty, Optimizely, VWO." Two of those three are now one company, and not one of the three publishes a price. Google's sanctioned migration path leads to zero self-serve numbers.

What AB Tasty costs compared with tools that publish a number

The useful comparison is not feature to feature, it is what you can find out before you commit. Here is the same question asked of every serious option in the category.

The split is almost perfectly clean, and it is not about generosity. Price transparency tracks whether a product is sold to a marketer with a company card or to a procurement department with a redline process. Everything quote-only above is sold the second way. That is a description of the buying process you are signing up for, not a criticism of the software.

One detail worth stealing from the transparent end of that table: Convert publishes its overage rate and lets you switch overage off completely, and PostHog gives you a per-product spending cap you set yourself. Among quote-only vendors, what happens when you cross your limit is a contract clause rather than a published policy, and the answers in this category vary more than you would expect. Heap, for instance, does not bill overage at all. It stops showing you your own data until you upgrade. Ask the question directly.

Should you buy AB Tasty at all?

Before comparing quotes, check whether the arithmetic works at your size. Detecting a 10 percent relative lift on a page converting at 2 percent needs roughly 50,000 visitors per variation, which is about 100,000 visitors for a simple two-way test.

Most teams that end up frustrated by AB Tasty's pricing process are in the first two rows. The tool is not wrong for them, the category is. Below 10,000 monthly visits you cannot generate enough data to use any of these platforms, and a year of contract will pass without a single conclusive result.

What to do next

If you need a number to get approval, start with the tools that will give you one: Convert Experiences at $299 a month billed annually is the closest like-for-like with a published ladder, PostHog publishes a full per-unit rate card, and GrowthBook is free and warehouse-native if an engineer will own it. The full breakdown with August 2026 prices for each is in our AB Tasty alternatives comparison, and the head-to-head against Converto is on the AB Tasty alternative page.

If you are staying with AB Tasty, three questions are worth asking before you sign. Which twelve months of traffic set the band. What happens to the band at renewal if that average grows. And what the overage policy is in writing, since it is not published anywhere.

And if the honest answer is that you do not have the traffic for any of this, the money is better spent fixing the page on evidence rather than testing it. That is what a landing page audit is for. For the wider category, A/B testing tools compares the field, VWO alternatives covers the other half of the merged company, and the VWO and AB Tasty merger explains what was and was not announced.