How much is AB Tasty?
Quick answer
AB Tasty does not publish pricing — it uses a custom quote model based on monthly session volume, feature tier, and contract length. Based on reported market data, plans typically start around $1,000–$3,000 per month for mid-market companies, with enterprise contracts significantly higher. In January 2026, AB Tasty merged with VWO under Everstone Capital's ownership — expect further enterprise pricing pressure. Mida offers a comparable visual editor and A/B testing feature set with transparent pricing and a free tier up to 100,000 monthly tested users.
Key takeaways
- AB Tasty requires a sales discovery call before sharing pricing — expect annual commitment requirements and negotiated enterprise contracts.
- Custom pricing models can produce very different rates for similar usage profiles — always compare at least two or three vendors before committing to any contract.
- Consider Mida as a cost-effective alternative with no minimum contract, transparent self-serve pricing, and 100,000 free monthly tested users included.
AB Tasty is a popular A/B testing and personalization platform that helps businesses optimize their websites and digital experiences. However, like many enterprise-level tools, AB Tasty's pricing is not readily available on their website.
In this article, we'll cover everything available about AB Tasty's pricing, including user reports, estimated cost ranges, and how it compares to more transparent alternatives.
Pricing Model
AB Tasty operates on a custom pricing model, which means that the cost of their services varies depending on your specific needs and requirements. Factors that influence the pricing include the volume of traffic your website receives, the number of tests you want to run, and the level of support and features you need.
To get an accurate quote, you'll need to contact AB Tasty directly and provide them with details about your business and testing goals. They offer a demo upon request, which can help you better understand the platform and its capabilities before committing to a plan.
Estimated Pricing
While AB Tasty doesn't publicly disclose their pricing, some sources and user reviews provide a rough estimate of what you can expect to pay. According to a Reddit user, AB Tasty's pricing starts at around $60,000 per year, making it the most affordable option compared to alternatives like Optimizely and VWO.
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However, it's important to note that this is just an estimate, and the actual cost may vary significantly based on your specific needs. For businesses with high traffic volumes or complex testing requirements, the price could be much higher.
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2026 Update: AB Tasty Merges with VWO
In January 2026, AB Tasty and VWO formally merged under Everstone Capital's ownership to create a combined enterprise digital experience optimization platform generating over $100M in ARR. This means AB Tasty is no longer an independent vendor — its product roadmap, pricing, and enterprise positioning will be shaped by the merged entity's strategy. For teams evaluating AB Tasty, it is worth verifying whether current sales quotes reflect post-merger pricing. Read the full analysis: VWO and AB Tasty merger explained.
User Feedback
Despite the lack of transparency in pricing, AB Tasty generally receives positive reviews from its users. Many praise the platform for its robust features, user-friendly interface, and excellent customer support.
However, some users have reported issues with load times, which can be a concern for businesses focused on website performance. Additionally, while AB Tasty's personalization and recommendation engine is highly regarded, some users have found it to be more complex and time-consuming to set up compared to other tools.
When to Choose Mida Instead
AB Tasty is a powerful platform, but its custom pricing model, lack of transparency, and the PE-driven enterprise shift leave a gap for teams that need something simpler and more accessible.
Mida is a lightweight A/B testing and personalization platform built for teams that want:
- Transparent self-serve pricing — no sales call needed. All tiers are published at mida.so/pricing.
- A permanently free tier — up to 100,000 monthly tested users on the free Sandbox plan.
- A lighter script footprint — Mida's script is 15KB compressed, far lighter than enterprise platforms.
- No annual commitment on the free tier — paid plans start at $399/month, or $299/month billed annually.
With Growth plans from $399/month, or $299/month billed annually, and a free Sandbox tier up to 100,000 MTU, Mida is an excellent choice for businesses of all sizes looking to optimize their websites and improve conversions without enterprise overhead. See how Mida compares on the Mida vs AB Tasty comparison page, or follow the platform migration guide if you're ready to switch.
FAQs
Q: How much does AB Tasty cost?AB Tasty uses custom pricing and does not publish rates on its website. Based on publicly reported user data, plans typically start around $1,000–$3,000 per month for mid-market companies, with enterprise contracts starting at approximately $60,000 per year. Contact AB Tasty directly for a current quote — pricing has shifted following the January 2026 merger with VWO.
Q: Is AB Tasty free?No. AB Tasty does not offer a free plan or a self-serve trial. All engagements require a sales conversation and custom quote. If you need a free A/B testing tool, Mida is the most direct alternative — its Sandbox plan covers up to 100,000 Monthly Tested Users per month at no cost, with no credit card required.
Q: What happened with AB Tasty and VWO?In January 2026, AB Tasty and VWO merged under Everstone Capital's ownership to form a combined enterprise optimization platform with over $100M in ARR. The merger signals both tools will continue moving upmarket, with pricing and sales processes geared toward enterprise buyers. For teams that need accessible mid-market A/B testing, independent alternatives like Mida are worth evaluating. Read more: VWO and AB Tasty merger analysis.
Q: What are the best AB Tasty alternatives?The best alternatives depend on your team's size and needs. For self-serve A/B testing with a free tier, Mida is the top choice — free up to 100,000 MTU, visual editor, and native GA4 integration with no sales call. For engineering-led teams wanting open-source experimentation, GrowthBook is free to self-host. For enterprise teams needing server-side experimentation, Optimizely and Convert Experiences are worth comparing. See the full A/B testing tool comparison.
Q: Does AB Tasty have a visual editor?Yes. AB Tasty includes a visual editor for no-code variant creation. It also supports server-side testing, personalization rules, and AI-powered recommendations. However, these features are available only on paid contracts — there is no free tier or self-serve trial to evaluate the workflow before committing.
Q: How does AB Tasty's pricing compare to Mida?AB Tasty starts at approximately $1,000–$3,000/month based on market data, with no publicly listed pricing and no free plan. Mida's pricing starts at $399/month month-to-month or $299/month billed annually, with a permanently free Sandbox tier up to 100,000 MTU. Mida's pricing is fully transparent and self-serve — no sales call required.
