Features

Everything you need to run A/B tests. Free, on your site.

Show two versions of any headline, button, section or page to real visitors and see which one converts better.

No cookies
No caps on tests or traffic
Every page builder and theme

The ImproveAB point-and-click panel on its own: the heading is picked, variant B has new wording, a page-visit goal is set and Save and start is ready.

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 Variants per test
9 Goal types, WooCommerce purchase with revenue included

Results page for the test “Homepage hero: benefit-led vs urgency headline”, showing 8,398 visitors, 460 conversions and the declared winner. — Results page: the benefit-led headline was declared winner at 6.26% against 4.7%, on 8,398 visitors.

Two ways in

Creating tests

Paste a class into your builder, or point and click on the live page.

Point-and-click guide

Element and section tests

On any page via a simple CSS class. Works with every builder and theme.

Point-and-click creation

Click “A/B Tests” in the admin bar, click the element, type variants, start. No builder or code. Every change can be undone, and a big block gets a note suggesting a smaller part.

Full-page URL tests

Split visitors between separate page URLs, with a canonical tag back to the original (or noindex) on same-site variant pages. It also splits across two sites or subdomains, where the variant page’s SEO stays in your hands.

Sections, not just headlines

Pick a whole section and every text is its own field. Images are swapped from the Media Library, changed fields are marked, and every step can be undone.

Point-and-click

One panel, on the page you are testing.

The second way to set up a test, for when the element is right in front of you. Logged in, on any page of your site, open A/B Tests in the admin bar, choose Start a test on this page and click the headline, button or section. The panel opens beside it: type the other version, pick a goal, start. The dashboard wizard with a CSS class does the same job from wp-admin.

The A/B Tests menu open in the WordPress admin bar on a front-end page: Start a test on this page, two running tests, one paused, and links to all tests, a new test and settings. — Where it starts: the A/B Tests menu in the admin bar, on the page you are looking at.

The point-and-click panel for a new test: the test name, the Original and B tabs, the original words above the new ones, an even 50 / 50 split, and the goal, audience and advanced rows.

The same panel on Pro with Audience open: everyone except staff, all visitor types, all devices, an optional URL parameter, and the pages the test runs on, which every plan can set.

A whole section selected: the image, heading, paragraph and button each open as their own field.

Three states of the same panel. The AI tools, custom CSS, uneven splits and the audience settings are Pro; everything else here is free.

Builders

One class. Any builder.

The plugin generates a class for each variant. Paste it into the CSS-class field of Elementor, Bricks, Divi, Gutenberg, Oxygen, Beaver Builder or a classic theme, and every element carrying it is shown or hidden together. A page can carry any number of tests.

improveab-hero-cta-v1

Builder-by-builder guides

Elementor 3: the CSS Classes field on the Advanced tab, with the generated variant class. Elementor 4 takes classes in the Style tab instead.

Goals and results

Measuring

One goal per test, counted once per visitor.

Conversion goals guide

Conversion goals

Page visit, element click, link click, form submission (Contact Form 7, WPForms, Gravity Forms, Fluent Forms, Ninja Forms, Formidable, Forminator, plain HTML forms), WooCommerce add-to-cart and purchase with revenue, scroll depth, time on page, engaged time.

Clear per-variant results

Impressions, conversions, conversion rate, leader highlighted. A device breakdown, a day-by-day chart and CSV export. A traffic split warning flags a broken test before its numbers can mislead you.

Variants and pages

A/B/n with up to six variants and no limit on tests running at once, on every plan. Page patterns limit a test to, or exclude it from, chosen paths. Who takes part (device, visitor type, URL parameter) and uneven traffic weights come with Pro.

Sample-size calculator

Duration guidance in plain language, from the standard two-proportion sample-size formula at 95% confidence and 80% power.

Notes and summaries

A hypothesis on every test; a downloadable or emailable plain-text results summary.

Day to day

Running and managing

Cookieless, cache-friendly, and honest about what changes on a live test.

Caching and CDN guide

Flicker-free rendering

Cookieless, cache- and CDN-compatible assignment. Caches are purged when a test starts or stops.

Keep showing the winner

After declaring a winner, one click serves it to 100% of visitors until you’ve edited the real page.

Safe editing rules

Rename any time; goal, page or audience changes on live tests require explicit confirmation so data is never mixed.

SEO your way

For URL tests: canonical to the original (the default), noindex, or off so your own SEO plugin’s tags apply. Works with Yoast, Rank Math, AIOSEO and SEOPress.

Scannable dashboard

Status filters, pagination, bulk pause, stop and delete, and a wp-admin widget of running tests.

Your data stays yours

No account, nothing sent to us. Uninstall keeps results by default, with an optional clean delete.

On a phone

The admin works at phone width.

Check a running test, read the numbers, or start one on the page you are looking at, without waiting until you are back at a desk.

The All tests screen at phone width: the status filters, wrapping onto a second line rather than being cut off, and each test as a card with its status, visitors, rate and actions.

A stopped test's results at phone width: the Winner, visitors and conversions, and the device tabs on a row of their own.

The point-and-click panel on a phone-width page.

The paid tier

Pro

Everything in the free plugin, plus analysis, automation, integrations, custom CSS and AI. It installs in the free plugin’s place and keeps every test, result and setting.

See pricing Compare Free and Pro

Analysis

Know when a winner is real.

Statistics

Statistical significance, Bayesian probability to beat and an uplift confidence interval for every variant against the original.

A winner you can act on

A winner is called only when its confidence clears your threshold, raised automatically when a test has more than two variants.

Probability to beat the original

Example

B Benefit-led headline 99%
C Urgency headline 34%

Uplift for B+26.7%

Significant at 95%
Traffic split looks right

Example test: three variants, about 4,100 visitors each.

Automation

Schedules and alerts

Scheduled starts and stops, an optional automatic winner, email and Slack alerts, and a weekly digest.

Audience and traffic split

Who takes part: by device, new or returning, a URL parameter, staff in or out. Uneven splits such as 90 / 10 for risky ideas.

Integrations

Webhooks

JSON POSTs to Zapier, Make, n8n or your own endpoint when a test starts, pauses, stops, reaches significance, gets a winner or shows a traffic-split warning. Signed when you set a secret.

Role controls

Let editors, shop managers or any role run tests. Settings, API keys and the licence stay administrator-only.

Styling and AI

Custom CSS per variant

Your own CSS for each variant of a point-and-click test, scoped to the tested element and deleted with the test.

AI Copy and Style

Multivariate testing

Test combinations of several elements at once. Being explored, with no commitment yet.

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