Marketing · head to head
AB Tasty vs Optimove
Optimove
Marketing
Retention marketing platform that forces control groups and reports uplift per customer
- From
- On request
- Rated
- -
The short version
- Each has a real cost: AB Tasty no transparent pricing published; requires custom sales conversation for any quote; Optimove it requires a customer-level data feed with transactions before it does anything useful, and mapping that feed typically takes weeks of joint work rather than days.
- They diverge on capability: AB Tasty covers A/B testing, Optimove covers Customer modelling.
- Prices and features above were last checked on 31 August 2026.
Where they differ
Only the attributes on which AB Tasty and Optimove actually diverge.
Identical on both: pricing model (quote), free tier (No), user rating (Not yet rated), category (Marketing).
What each one covers
Drawn from each product's published feature list. An absence here means we hold no record of it - not that the product lacks it.
Only in AB Tasty
- A/B testing
- Multivariate testing
- Personalization
- Visual editor
- Google Analytics
- Salesforce
- SSL encryption
- Cloud deployment
Only in Optimove
- Customer modelling
- Mandatory control groups
- Optibot
- Multichannel orchestration
- Self-optimising campaigns
- Realtime triggers
What people use each for
The jobs each tool is most often brought in to do.
AB Tasty
- A/B and multivariate testing on web and mobilenot Optimove
- Feature flagging and progressive rolloutsnot Optimove
- Personalising content for identified and anonymous visitorsnot Optimove
- Search, recommendations and merchandising for ecommercenot Optimove
- Conversion optimisation experiments across channelsnot Optimove
Optimove
- An operator that has to prove incremental revenue from retention marketing to a finance committeenot AB Tasty
- Segmenting a customer base by predicted value and lifecycle stage rather than by campaign list membershipnot AB Tasty
- Running hundreds of small always-on campaigns where per-campaign uplift decides which survivenot AB Tasty
- Coordinating retention messaging with paid audience suppression so lapsed customers are not paid for twicenot AB Tasty
Where each one falls short
Documented limitations, not opinions. Every one is a constraint you would hit in normal use.
AB Tasty
- No transparent pricing published; requires custom sales conversation for any quote
- Pricing determined by traffic volume, number of domains, and selected modules
- No fixed pricing plans available; all customers receive individualized proposals
Optimove
- It requires a customer-level data feed with transactions before it does anything useful, and mapping that feed typically takes weeks of joint work rather than days.
- Pricing is based on tracked customers, so an inflated database of accounts that will never return costs money exactly like an unpruned email list does.
- The modelling layer is largely opaque, so when a lifecycle stage assignment looks wrong there is limited ability to inspect why beyond vendor support.
- The interface is dense and built for daily operators, and occasional users typically never become independent in it.
- Email delivery is through bundled or third-party sending infrastructure rather than an in-house ESP, which adds a party to any deliverability investigation.
Pricing, plan by plan
AB Tasty
€500/month- Standard$500/month
- A/B testing
- Basic personalization
- Analytics
Optimove
On request- Optimove$undefined/year
- Priced by number of tracked customers
- Channel modules and Kumulos-derived mobile messaging licensed separately
- Annual contract including onboarding services
Which should you pick?
Choose Optimove if
- You need customer modelling.
- You work on Web, iOS, Android, REST API.
- You also want mandatory control groups.
Questions people ask
- Is AB Tasty or Optimove better?
- Neither clearly leads. AB Tasty starts at €500/month and Optimove at On request, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
- Which is cheaper, AB Tasty or Optimove?
- AB Tasty starts at €500/month and Optimove at On request.
- Does AB Tasty or Optimove run on more platforms?
- AB Tasty runs on Web. Optimove runs on Web, iOS, Android, REST API.
- What is AB Tasty best used for?
- AB Tasty is most often used for a/b and multivariate testing on web and mobile, feature flagging and progressive rollouts, personalising content for identified and anonymous visitors, search, recommendations and merchandising for ecommerce. Of those, a/b and multivariate testing on web and mobile and feature flagging and progressive rollouts are not what Optimove is typically brought in for.
- What can AB Tasty do that Optimove cannot?
- AB Tasty covers A/B testing, Multivariate testing, Personalization, Visual editor. Optimove covers Customer modelling, Mandatory control groups, Optibot, Multichannel orchestration.
Answered from the vendors’ own pages
AB Tasty: How does AB Tasty calculate pricing?
AB Tasty pricing is customized based on average traffic over the past 12 months or monthly active users (MAUs). The vendor does not offer fixed pricing plans and instead builds custom proposals around each customer's business goals and scope.
SourceOptimove: Why does it insist on control groups?
Because uplift is the reported metric. Without a holdout the platform cannot attribute revenue, and the reporting that justifies the licence stops working.
AB Tasty: What factors affect AB Tasty pricing besides traffic volume?
Pricing is customized based on traffic volume, number of domains, selected modules, and implementation scope. All pricing includes platform access, onboarding, training, and support with no hidden fees or surprise overage charges.
SourceOptimove: Is it only for iGaming?
No, but that is where its density of customers and its default lifecycle models are strongest. Subscription retail and financial services are the other common verticals.
AB Tasty: Does AB Tasty offer a free trial or proof of concept?
AB Tasty does not offer a traditional free trial. Instead, the vendor provides a free proof of concept evaluation typically lasting 1 to 2 weeks to assess platform fit before purchase commitment.
SourceOptimove: Can it send email itself?
It orchestrates and personalises, then sends through connected delivery infrastructure. Deliverability remains a shared responsibility with that provider.
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