Here’s a concise, practical roundup of the top A/B testing / experimentation tools people were using and recommending in 2024 — grouped by common needs so you can pick quickly.

Top picks (2024)

• Optimizely — Best for enterprise/full‑stack experimentation and advanced analytics. Strong web + server‑side SDKs, built‑in stats engine, multi‑armed bandits and data‑warehouse integrations for revenue‑level analysis. (optimizely.com, support.optimizely.com)

• VWO (Visual Website Optimizer) — Best for conversion‑rate teams that want an all‑in‑one CRO suite (A/B, MVT, heatmaps, session recordings, surveys). Offers visual editor and tiered plans suitable for mid‑market to enterprise. (vwo.com)

• Convert (Convert Experiences) — Best value for privacy‑conscious teams and full‑stack experiments. Focus on frequentist & Bayesian stats options, server‑side testing and solid GA4 integration. (convert.com)

• AB Tasty — Best for marketing teams that want fast visual testing plus personalization and feature experiment/rollout capabilities; strong enterprise feature set and ongoing product updates. (abtasty.com)

• Adobe Target — Best if you already use Adobe Experience Cloud and need enterprise personalization, Auto‑Target (Adobe Sensei) and deep Adobe Analytics integrations. (helpx.adobe.com, leads-technologies.com)

• LaunchDarkly — Developer / product‑team favorite for feature flags + experimentation (safe rollouts, server‑side experiments, metrics, targeting). Good for teams testing in production and doing progressive rollouts. (launchdarkly.com)

• GrowthBook — Best open‑source / self‑host option. Lightweight SDKs, warehouse‑native analytics, and good experiment/feature flag integration for teams that want to self‑host or avoid vendor lock‑in. (growthbook.io, github.com)

• Unbounce — Best for landing‑page A/B testing (marketer‑friendly visual builder + Smart Traffic routing). Good if most tests are landing‑page focused. (landingi.com)

• Hotjar / Crazy Egg (heatmaps + lightweight testing) — Best for teams that want visual behavior insights (heatmaps, recordings) together with simple A/B or landing page experiments. (Often paired with a dedicated experimentation platform for stats.) (convert.com, linkedin.com)

Context you should know

• Google Optimize was officially sunset on September 30, 2023 — many Google Optimize users migrated to tools such as Optimizely, VWO and AB Tasty after that. If you’re moving off Optimize, focus on GA4 integrations and how experiment data flows into your analytics/warehouse. (searchengineland.com, bounteous.com)

Quick buying checklist (what matters most)

• Scale & audience: enterprise vs SMB — pricing and SLAs differ dramatically.
• Implementation type: client‑side (visual editor) vs server‑side (full‑stack/feature flags).
• Stats engine & guardrails: Frequentist vs Bayesian, sequential testing support, multiple‑comparison controls.
• Speed & performance: lightweight SDKs / edge delivery to avoid flicker.
• Integrations & data: GA4, Snowflake/BigQuery, analytics and data‑warehouse exports.
• Compliance & privacy: GDPR/HIPAA needs, data residency or self‑host options.

If you want, I can narrow this to a 2–3 tool shortlist tailored to your situation (monthly visitors, tech stack — e.g., React app, server‑side experiments, or mainly landing pages) and include expected starting costs and migration notes.