Free should be genuinely useful
The free plugin runs complete A/B tests with no traffic limits, and it ships with a sample-size planner and a plain-English guide built in, so you are not left guessing.
About
A/B testing that respects your site and your visitors
ImproveAB exists because optimization shouldn’t mean renting your data back from a third party or being locked into one page builder. It is built and maintained by one named person, and that person is below.
Origin
Why we built it
Good A/B testing tools were either expensive cloud services that metered your traffic and routed visitors through their servers, or they only worked inside one specific page builder. Neither felt right for WordPress, where the whole point is that you own your site.
So we built a plugin that does the testing where your site already lives: on your own server. It matches variants with a simple CSS class, or a point-and-click editor if you’d rather not touch the builder at all, so it works with whatever builder or theme you prefer, and it keeps every visitor’s data in your own database.
Principles
What we believe
Your data is yours
No cookies, no third-party tracking, and no visitor data leaving your site.
No lock-in
The free plugin is GPLv2 or later. If a Pro licence lapses, Pro stays installed, nothing is deleted and running tests keep going, AI styling and custom CSS included; you can still create, run and copy tests without limits (a brand-new test gets an even split and the default audience), and you lose only the analysis, automation, webhooks, AI tools, new role grants, new audience and split settings, and updates until you renew.
Honesty over hype
Features are labelled by plan, and anything still in development is marked clearly as coming.
Business model
How it’s funded
The free plugin is open source and always will be. Pro licences fund ongoing development and support, handled through Dodo Payments as our merchant of record. That’s the whole model: no ads, no data sales, no investors to answer to.
Questions, feature requests, press: [email protected]. We read everything.
Email [email protected]Who builds it
One person, one inbox.
Aleksandar Simov
Aleksandar is a web designer and developer who has been building websites since 2012 and freelancing professionally since 2018. He is the founder of Simov Studio, a web design and development studio doing client work and its own independent products, and he holds a Bachelor of Engineering in Information Technologies alongside formal web design training.
ImproveAB is one of those independent products: a tool he wanted to exist for WordPress, so he built it. Free at its core, cookieless, builder-agnostic, entirely self-hosted, and GPL-licensed.
Company
Simov Studio LTD, registered in Cyprus. Details on the terms page.
Licence
The free plugin is GPLv2 or later. Pro is an annual licence for 1, 10 or unlimited sites.
Payments
Dodo Payments, as merchant of record. 14-day refund on a first purchase.
Contact
[email protected]. One inbox, read by the person above.
See what it can do
Join the waitlist for launch day, or browse the roadmap to see what is coming.