Cookieless by design
No cookies, no IP address, no user agent, no account data. Assignment lives in the visitor’s own browser and the only identifier is a random id.
Free plugin · Coming to wordpress.org
A/B testing that lives in WordPress.
ImproveAB is a free WordPress plugin for testing headlines, buttons, sections and whole pages on your own site. No cookies, no limits on tests or traffic, no one else’s servers. Works with every builder.
- Runs on your server
- No account, no tag manager
- Elementor, Bricks, Divi, Gutenberg
- 14-day refund on Pro
Variant performance
Homepage hero: benefit-led vs urgency headline
AOriginal headline
4.7%
BBenefit-led headline
6.26%
Winner
Free means free
No limits. Not a trial, not a tier.
Everything here is in the free plugin, on every site, forever. Pro adds statistics, automation and AI tools; it never unlocks something the free plugin holds back.
- Unlimited Tests running at once
- Unlimited Pageviews and visitors
- 6 Versions per test, A to F
- 9 Goal types, WooCommerce included
Why it exists
Most testing tools do one of three things you don’t want.
Lock you into a single page builder, cap your free visitors, or route your visitors through someone else’s servers. ImproveAB does none of that.
Works with any builder or theme
Element tests target a simple CSS class, so they work in Elementor, Bricks, Divi, Gutenberg, or a classic theme alike. Or skip the class and point and click.
No traffic limits, ever
It’s your server. Results live in your own database, so there are no pageview fees and no account to create.
Flicker-free
Survives page caching and CDNs. No page-cache exclusions needed.
Bring your own AI key
The Pro AI tools use your OpenAI, Anthropic or Gemini key. Nothing is ever sent to us.
Keep showing the winner
One click serves it to 100% of visitors until you’ve edited the real page.
Leave whenever you like
No account, no external dashboard. Uninstalling keeps your results, unless you switch on clean-delete.
How it works
Point, click, test, ship the winner.
Open “A/B Tests” in the admin bar, choose “Start a test on this page”, then click the element.
A headline, a button, a paragraph. Pick a big block and the panel suggests a smaller part.
Type the second version.
Preview it in place. An element with parts inside opens with one field per text, so its layout and images stay as they are.
Pick a goal and start.
Page visit, click, form submission or add to cart. When a winner is clear, keep showing it with one click.
Prefer your builder? Paste the generated class into its CSS-class field instead. Same result.
Results
Results you can read.
Impressions, conversions, conversion rate, leader highlighted. Free tells you who is ahead. Pro adds statistical significance, Bayesian probability-to-beat and uplift confidence intervals.
Plans
Free is the product. Pro is more of it.
Free
$0 forever
- Unlimited tests and pageviews, up to 6 variants
- Element, section and full-page URL tests
- Point-and-click creation, no builder or code
- Every goal, from page visit to WooCommerce purchase with revenue
- Page targeting, device split, daily chart, CSV
- A traffic split check that flags a broken test
- Whole sections as fields, image swaps, undo
- Keep showing the winner
- JSON import/export Coming soon
Coming to wordpress.org. The waitlist hears first.
Pro
Coming soon
- Significance, probability-to-beat, uplift intervals
- Audience targeting and uneven traffic splits
- Scheduling, automatic winner, email and Slack alerts, weekly digest
- Custom CSS per variant
- AI Copy and Style with your own OpenAI, Anthropic or Gemini key
- Webhooks and role controls
- Email support
Single, Professional and Agency plans. The waitlist hears first.
Who it is for
Made for the way you work.
One plugin, whether it is your own site or your fiftieth client’s.
Site owners
Test a headline or a button on your own site without an account, a tag manager, or a monthly bill. Free covers you.
Free planFreelancers
Run as many tests as you like on every client site; moving a proven test between sites as a JSON file is coming soon. Professional covers 10 sites.
Professional planAgencies
Unlimited sites, role controls so editors can run tests, webhooks into your stack, a weekly digest for reports.
Agency planWooCommerce shops
Add-to-cart and purchase goals with revenue per variant, all in Free. Test the product page, not just the copy.
WooCommerce guideWhat is ImproveAB?
A free WordPress plugin for A/B testing headlines, buttons, sections and whole pages on your own site. It sets no cookies, has no traffic limits, and works with every page builder and theme. Pro adds statistics, automation and the AI tools.
Does it slow down my site or cause flicker?
No. Variants are assigned in the browser and rendered without flicker, and the plugin is compatible with page caching and CDNs. Caches are purged when a test starts or stops.
Do I need Elementor, Divi or another builder?
No. Element tests work through a simple CSS class that every builder and classic theme can set, or you skip the class entirely and point and click on the live page.
Is it GDPR-friendly?
The plugin stores no IP address, user agent, referrer or account data. The only identifier is a random id in the visitor’s browser. Whether that needs consent is a call for the site owner; the privacy page lists exactly what is stored.
What does Free include, and what is Pro for?
Free creates, runs and measures A/B and A/B/n tests with up to six variants, as many at once as you like, with every goal, page targeting and no traffic limits. Pro adds significance and probability-to-beat, scheduling, automatic winners, alerts, webhooks, role controls, audience targeting, traffic weights, custom CSS and the AI tools.
Be first when it’s listed.
The free plugin is on its way to wordpress.org. One email when it is listed, one when Pro goes on sale, and nothing else unless you tick the box. Unsubscribe in one click.