Let's be honest: most "free A/B testing tools" aren't actually free. They're free trials, freemium traps, or require enterprise sales calls. Here's the truth about what's available in 2025.
The Hard Truth
Google Optimize was the only truly free, full-featured A/B testing tool. When it shut down in 2023, it left a massive gap. Most alternatives that claim to be "free" are actually free trials or require you to talk to sales before seeing pricing.
What "Free" Actually Means
Truly Free
No credit card required. Use indefinitely. May have usage limits.
Free Trial
14-30 days free. Then requires payment. Often requires credit card upfront.
"Contact Sales"
No public pricing. Usually means $10K+/year minimum.
The Complete Breakdown
ExperimentHQ
Actually FreeFree (1,000 visitors/mo)
Best free option for most users
Pros
- True free tier, no credit card
- Visual editor included
- Real-time analytics
- Under 5KB script
Cons
- 3 active experiments on free tier
- Newer platform
Google Optimize
Not FreeDiscontinued
No longer an option
Pros
- Was completely free
- Great visual editor
- GA integration
Cons
- Shut down September 2023
- No longer available
VWO Free Trial
Not Free14-day trial only
Not free — just a trial
Pros
- Full features during trial
- Good for evaluation
Cons
- Not actually free
- Requires sales call after
- Starts at $10K+/year
Optimizely Free Trial
Not Free30-day trial only
Enterprise trial, not free tool
Pros
- Enterprise features during trial
- Good for large companies
Cons
- Definitely not free
- $50K+/year after trial
- Complex setup
DIY with Feature Flags
Not FreeEngineering time
Free in dollars, expensive in time
Pros
- Full control
- No vendor lock-in
Cons
- Weeks of engineering
- No visual editor
- Maintenance burden
The Bottom Line
If you want truly free A/B testing in 2025, your options are limited. ExperimentHQ offers a genuine free tier with 1,000 visitors/month — no credit card, no sales calls, no time limits. Everything else is either a trial, discontinued, or requires enterprise budget.
When Free Isn't Enough
Free tiers work great for:
- Small websites with under 1,000 monthly visitors
- Learning A/B testing fundamentals
- Running 1-3 experiments at a time
- Validating whether A/B testing is right for your business
If you outgrow the free tier, ExperimentHQ Pro is $49/month for 50,000 visitors — still a fraction of what VWO or Optimizely charge.
The Reality of Free
In the post-Google Optimize world, truly free A/B testing is rare. Most tools have moved to enterprise pricing models that start at $10,000/year. If you're looking for accessible experimentation, look for tools with genuine free tiers — not just trials.
Start free, prove the value, then upgrade when it makes sense. That's the path we designed ExperimentHQ for.