Questions, answered

Yes. The free plugin is GPL-licensed and free forever. It runs a complete A/B test on its own; Pro adds more tests, more goals, deeper analytics, and automation.

No. The point-and-click editor means you can click “A/B Tests” in the admin bar, click the element on your page, type your variants, and start - no builder field and no code. If you prefer working in your builder, you can instead tag variants with the CSS class the plugin generates. Either way, a step-by-step guide is built in.

Yes. Variants are matched by a CSS class, so it works with Gutenberg, Elementor, Bricks, Etch, Divi, Beaver Builder, Oxygen, Breakdance, Kadence, GeneratePress, Astra, and any classic theme.

WordPress 6.0 or newer and PHP 7.4 or newer, tested up to WordPress 7.1. It works on multisite, one installation per site. The WooCommerce goals have no minimum version and work with high-performance order storage. Language packs come from WordPress.org. Install and run your first test.

Headlines, buttons, images, layouts, and whole pages via URL/redirect tests - URL tests even work across two sites or subdomains. Each variant can carry its own auto-scoped custom CSS, and one-click AI copy suggestions (using your own OpenAI, Anthropic, or Gemini key) help with wording. In Pro you can also use scroll depth, time on page, active time, and WooCommerce purchases as goals.

No. The visitor script is about 11 KB gzipped and loads deferred, so it never blocks the page. It runs on your own server with no external requests, and the tested element stays hidden until the assigned variant is applied, so the original never flashes; a two-second failsafe reveals it even if the script never runs. With JavaScript off, visitors simply see the original.

Yes. Variant assignment happens in the visitor's browser, so the same cached HTML serves everyone and no cache exclusions are needed. When a test starts or stops, the plugin purges the popular page caches for you (WP Rocket, LiteSpeed Cache, W3 Total Cache, WP Super Cache, Cache Enabler, the Cloudflare plugin and others) so the small head snippet refreshes. How caching compatibility works.

No cookies, and nothing that identifies a person. A random identifier generated in the visitor's browser is kept in local storage so they stay on one variant; it travels with each impression or conversion to your own site, so every visitor is counted once. Your database stores that identifier, the variant, the event, a device class (desktop, mobile or tablet), the page path for conversions, the order value on a WooCommerce purchase conversion, and a timestamp. It never stores IP addresses, user agents, referrers or user accounts, and once a test is stopped, raw rows older than the retention window (90 days by default, adjustable) are rolled up into daily totals. Nothing is sent to us or to any third party. Exactly what the plugin stores.

The AI features are optional, admin-side and bring-your-own-key: nothing is sent unless you, the site owner, click a button. Copy suggestions send the selected text plus the page URL, title, description and the element's tag name. AI Magic sends the element's HTML, its current variant CSS, your instruction, the page title, the tag name and a summary of the page's colours and fonts. Requests go straight from your server to the provider you configured (OpenAI, Anthropic or Google Gemini) under your own key and their terms; nothing touches abtestwp.com. The key is stored in your WordPress options, readable only by administrators and never sent to the front end, and no AI usage is logged. Visitor data is never part of any request, and AI Magic cannot add JavaScript to your page.

It is built to keep that decision simple. For visitors it sets no cookies and stores no personal data: no IP address (the IP is used only as a hashed key for a 60-second rate limit, then discarded), no user agent, no account. The one thing it keeps is a random identifier in local storage. Whether storing that identifier for testing needs consent is a legal question for you as the site owner: the EDPB reads ePrivacy Article 5(3) as covering local storage as well as cookies, and the plugin does not make that call for you. The optional AI features send admin-selected text to the provider you configure, never visitor data. You remain the data controller for your own site. A/B testing without cookies, explained.

No. By default, variant pages point their canonical at the original - Google's own recommendation for A/B tests - and it also points your SEO plugin's own canonical at the original through its filter, so Yoast, Rank Math, All in One SEO and SEOPress agree with it. In Settings you can switch to noindex instead, or turn the handling off and leave SEO entirely to your plugin. SEO settings for URL tests.

Free runs up to three A/B tests at a time with page, click, link, form-submission and WooCommerce add-to-cart goals - plus point-and-click creation, AI copy suggestions with your own key, per-variant CSS, keep-showing-the-winner, JSON import and export, a sample-size planner and clear results. Pro adds unlimited tests, up to six variants, advanced goals, WooCommerce revenue, statistical significance and Bayesian probability, SRM detection, segments and time-series, targeting and weights, page targeting that limits a test to or excludes it from matching paths, automation with alerts, webhooks, role controls, AI Magic and CSV export. The full Free vs Pro comparison.

In Pro, yes: role controls let editors, shop managers or any role you choose create and run tests, while settings, API keys and the license stay administrator-only. In Free, tests are managed by administrators. Either way, staff who can edit posts are excluded from tests by default, so your own team does not skew the numbers.

Single covers 1 site, Professional covers 10, and Agency is unlimited. A license is tied to each WordPress install you activate it on; you can move it by deactivating it on the old site. Licence and updates guide.

Yes - that's what Professional and Agency are for. Use Professional for up to ten client sites, or Agency for an unlimited number.

Through Dodo Payments, acting as Merchant of Record. They take payment securely and handle applicable taxes. The plugin ships no secret keys and stores no card details.

Yes. Every Pro license comes with a 14-day money-back guarantee: email [email protected] within 14 days of your purchase and we'll refund it. Refunds are processed by Dodo Payments, our Merchant of Record.

Pro features and updates stop, but nothing is deleted and nothing switches off mid-test: the plugin stays installed, and tests that are already running keep serving variants and recording results. You cannot create new Pro-tier tests, and the advanced analysis is hidden until you renew. (Pro updates appear in your normal WordPress Updates screen while your licence is active; the free plugin updates from WordPress.org as usual.) What lapsing changes, in detail.

Planned next: a learnings archive of completed tests, test templates with the goal and variants pre-filled, scheduled PDF reports with charts, multi-step funnel goals, personalization rules for a segment that prefers a variant, optional GA4 event forwarding, and WP-CLI commands. Which plan each lands in is decided when it ships. Multivariate testing is being researched with no commitment. Everything else described on this site is already in the plugin. The roadmap.