Where it runs
Any builder or theme
Thrive Optimize tests pages built with Thrive Architect only.
Comparison
A builder-agnostic alternative to Thrive Optimize
Thrive Optimize only tests pages built with Thrive Architect. ImproveAB tests headlines, buttons, sections, or whole pages on any WordPress builder or theme - with nothing to rebuild.
Competitor details last checked September 2026; sources are under the table.
At a glance
How you pay
Free plugin, or a flat annual Pro
Thrive Optimize has no standalone free tier; it comes with the Thrive Suite, billed annually for up to five sites.
What you give up
The Thrive ecosystem integration
If every landing page lives in Thrive Architect, its add-on is tightly integrated. ImproveAB tests elements, sections or whole pages anywhere instead.
Who should pick which
An honest split.
Thrive Optimize is a capable tool with real strengths. These are the two situations, stated plainly.
Pick Thrive Optimize if
- You build every landing page with Thrive Architect.
- You mainly run full-page tests inside that ecosystem.
- You already pay for the Thrive Suite.
Pick ImproveAB if
- You use Elementor, Bricks, Gutenberg, Divi or anything else, or several at once.
- You want element-level tests, not only whole pages.
- You want a free tier and no dependency on another product.
Feature by feature
What each one has.
Every row is a yes, a no, or a short note where yes or no would mislead. Rows where Thrive Optimize has something we do not are marked the same way. Sources are under the table.
- Included
- PaidOnly in a paid plan (either product)
- On our roadmap
- Not included
| Feature | Thrive Optimize | ImproveAB |
|---|---|---|
| Testing | ||
| A/B testing | PaidThrive Suite, no free tier | IncludedNo traffic limits, unlimited tests, no account |
| Point-and-click test creation | PaidInside Thrive Architect | IncludedOn any page, any builder |
| Unmetered traffic | Paid | IncludedOn every plan |
| Split URL tests | Not includedVariations share one URL, per its FAQ | IncludedYes, with SEO-safe redirects, free |
| Revenue goal | Paid | IncludedWooCommerce orders and revenue, free |
| Statistical significance | Automatic winner settings | PaidSignificance and probability-to-beat; the SRM check is free |
| Where things happen | ||
| Works with | Pages built in Thrive Architect | IncludedAny builder or theme |
| Requires another product | Yes, Thrive Architect | IncludedNo, one plugin |
| What you can test | Whole Thrive pages | IncludedElements, sections or pages |
| Where data lives | Your site | IncludedYour own database |
| Cookies | Not included30-day variation cookie, per its FAQ | IncludedNone, cookieless by design |
| Pricing | ||
| Free version | No standalone free tier | IncludedFree plugin, no traffic limits |
| Pricing | Thrive Suite, billed annually, up to five sites | IncludedFree, or a flat annual Pro from $99 |
Sources for Thrive Optimize: cookie list, Thrive Optimize FAQ, Thrive Suite pricing, checked September 2026. ImproveAB facts come from the plugin itself.
Getting started
Switching is quick.
No migration project. When it lands, the free plugin runs its first test the same afternoon.
Install ImproveAB
Thrive Optimize can stay installed while you compare.
Recreate a live experiment
Tag each variant with a CSS class in your builder, or set up a URL test for whole pages.
Choose a goal
Page visits, clicks, form submissions, add to cart, WooCommerce purchases with revenue, scroll depth, time on page and active time, all free.
Launch
Results accumulate in your own database, with no traffic meter running.
Questions
Answered plainly.
Answers are visible, not folded away, so they can be read and quoted.
Do I need Thrive Architect to use ImproveAB?
No. ImproveAB works with any page builder or classic theme, so there's no dependency on Thrive Architect or any other builder.
Can I test pages that weren't built with a page builder?
Yes. As long as an element can take a CSS class, you can test it - including plain theme templates.
Is there a free version?
Yes. The core plugin is free forever; Pro adds statistics, automation and AI tools.
Is the free version really unlimited on traffic?
Yes. Tests run on your own server, so there is no pageview meter and no account. The free plan has no limit on visitors, or on how many tests run at once.
How current is the Thrive Optimize information here?
Last checked September 2026. Always confirm current pricing and features on Thrive Optimize's own site.
Try the free, self-hosted way.
ImproveAB is in final testing: no traffic limits, no data leaving your site. Join the waitlist and we will email you the day it lands.