Landing page A/B testing tools for Indian businesses: what to use after Google Optimize

Google Optimize was the default choice for landing page A/B testing for years because it was free and integrated naturally with Google Analytics. It shut down on September 30, 2023. If you were using it, you need a replacement.

The good news is there are several solid options. The challenge is that none of the meaningful ones are free, and pricing in Indian rupees adds up quickly.

What you actually need from an A/B testing tool

Before choosing a tool, clarify what you actually need. Basic A/B testing (comparing two versions of a page) is available in almost every tool. The differentiators are: how complex your test setup needs to be, how much traffic you have, whether you need multivariate testing, and how well the tool integrates with your analytics setup.

For most Indian SMBs and growing e-commerce businesses, the requirements are: visual editor for creating test variants without code, goal tracking tied to form submissions or purchases, and basic statistical significance reporting. Advanced features like personalisation engines and machine learning optimisation are typically not needed until you have substantial traffic.

VWO: the most commonly used Google Optimize alternative

VWO (Visual Website Optimizer) is built by an Indian company, Wingify, which is an important point for support timezone and billing. Their pricing starts around ₹3,500 to ₹5,000 per month for the Starter plan.

The tool offers a visual editor, A/B and multivariate testing, heatmaps and session recordings in higher tiers, and integration with GA4. The visual editor is genuinely good and lets non-technical users create test variations by clicking on elements and editing them directly.

One practical advantage: VWO's customer support team operates in Indian time zones, which matters when you need help during business hours.

Convert: strong for developer-friendly teams

Convert is a solid tool that tends to be chosen by teams comfortable with custom implementation. Pricing is in USD, starting around $199 per month (roughly ₹16,000), which makes it harder to justify for most Indian SMBs.

Convert's statistical engine is robust and it handles complex targeting rules well. If your team has developer resources and you are running sophisticated tests, Convert is worth evaluating.

AB Tasty and Optimizely: enterprise options

These tools are built for enterprise organisations with dedicated CRO teams. Pricing is typically custom and starts in the range of ₹1,00,000 per month or more. Not relevant for most Indian businesses.

Builder-native testing: Unbounce and Webflow

If you build your landing pages in a dedicated landing page builder, use the built-in testing functionality. Unbounce has A/B testing included in all paid plans. Webflow does not have native A/B testing but integrates with tools like Optimizely or VWO.

For Indian businesses spending heavily on Google or Meta Ads, using Unbounce for paid traffic landing pages is worth considering. You get fast page creation, built-in testing, and the monthly cost is offset by improved conversion rates.

The manual approach for low-traffic sites

If your site gets fewer than 5,000 monthly visitors, you cannot reach statistical significance quickly enough for A/B tests to be meaningful. The alternative is qualitative testing: user interviews, session recordings, and direct customer conversations.

For low-traffic Indian businesses, spending ₹3,500 per month on VWO when tests will take six months to conclude is not a good investment. Spend that money on talking to customers and fixing obvious problems instead.

Frequently asked questions