A/B Testing Tools

What are A/B testing tools?

Providing a seamless customer experience is critical for driving conversions, but you can’t deliver without knowing which digital elements are delighting users—and which are getting in their way.

That’s where A/B testing comes in—a process for creating and testing different variations of the same element and to determine which one prompted the most engagement. It’s also one of the quickest ways to gain insight into sources of friction users may be encountering at different stages of the digital journey. Dive into the fundamentals with our A/B testing guide here.

A/B testing tools enable you to

• Discover how to improve conversion rates

• Provide better digital experiences

• Better understand how your customers prefer to use your product or service

Effective A/B testing requires the right technology for your team, goals and the type of data you’re looking to unearth. Fortunately, there’s no shortage of A/B testing tools offering a wide range of features and functionality—from simple testing to advanced Bayesian statistics and everything in between. In this quick guide, we’re rounding up our top 10 A/B testing tools to help you drive more conversions in 2023.

The best A/B testing tools to consider

Here are some popular and highly rated A/B testing tools to consider.

AB Tasty

AB Tasty is a comprehensive testing platform that supports A/B tests, split tests and multivariate tests on any device. Its engagement-based and psychographic segmentation feature can quickly deploy custom messages, features and functionalities to specific audiences. This A/B testing tool also includes a visual editor and can integrate existing data to provide for deeper insights.

Key features

• A/B, split and multivariate testing

• Audience segmentation and targeting

• Cross-device optimization

• Bayesian testing

Key integrations

• Glassbox

• Oracle

• Salesforce

• Mixpanel

Pricing

Not publicly available

Rating

4.5 out of 5 stars, based on 100+ verified customer reviews on G2

Adobe Target

Adobe Target is an A/B testing tool created for enterprise organizations. Teams can perform A/B tests and multivariate tests, as well as customize test settings, objectives and segmentation. Adobe Target leverages AI to enable test personalization for every user. It also plays nicely with other enterprise tools like Salesforce and Pardot.

Key features

• A/B and multivariate testing

• QA testing

• Segmentation

• Reporting and dashboards

• Standard and custom targeting

Key integrations

• Salesforce

• Atlassian Confluence

• Microsoft Dynamics 365

• Pardot

Pricing

Not publicly available

Rating

3.9 out of 5 stars based on 40+ verified customer reviews on G2

Apptimize

Apptimize is a mobile-first A/B testing tool geared toward app testing and development. As a cross-platform solution, Apptimize enables teams to see if and how a change on one channel impacts performance on others. You can also manage all your A/B tests from a single dashboard.

Key features

• A/B, split and multivariate testing

• Visual editor

• Activity dashboard

• Funnel analysis

• Audience targeting

• Campaign segmentation

Key integrations

• Adobe Marketing Cloud

• Amplitude

• Google Analytics

• Mixpanel

Pricing

Not publicly available

G2 Rating

4.2 out of 5 stars based on 18+ verified customer reviews on G2

Convert

Convert Experiences is an “enterprise-grade” A/B testing tool that supports a wide range of tests, including A/B testing, split testing, multivariate testing and multipage testing. Bonus: multiple pricing tiers—starting as low as $99 per month—makes that platform accessible to smaller teams as well.

Key features

• A/B, split and multivariate testing

• AI/machine learning

• Concurrent testing

• Mobile testing

• Reporting and analytics

• Heatmaps

Key integrations

• 6sense

• Google Analytics

• WordPress

Pricing

$99-$1,119 per month (billed annually). Enterprise pricing is available upon request.

Rating

4.7 out of 5 stars based on 40+ verified customer reviews on G2

Crazy Egg

Crazy Egg isn’t overloaded with bells and whistles. Instead, it focuses on the core essentials—like A/B testing, heatmaps and reporting—all wrapped up in a clean, intuitive interface. However, Crazy Egg also has some additional features up its sleeve, like no-code testing environments, session replays and user satisfaction surveys. It also easily syncs Shopify, making Crazy Egg compatible with e-commerce brands.

Key features

• A/B testing

• Heatmaps

• Visitor recordings

• Session replay

• Surveys

Key integrations

• WordPress

• Squarespace

• Magento

• Shopify

• Wix

Pricing

$29-$249 per month

G2 Rating

4.2 out of 5 stars based on 100+ verified customer reviews on G2

Kameleoon

Kameleoon's A/B testing solution makes it easy for companies to test and optimize every digital experience. Kameleon offers unlimited A/B and multivariate test variations and uses AI to identify visitors’ preferences and intentions in real time so you can offer tailored experiences.

Key features

• Unlimited A/B and multivariate testing

• Audience segmentation

• Smart editor

• Large widget library

Key integrations

• Adobe Analytics

• Adobe Audience Manager

• Amplitude

• Shopify

• Visual Studio

Pricing

Not publicly available

Rating

4.7 out of 5 stars, based on 36 verified customer reviews on G2

UsabilityHub

UseabilityHub is a design-focused testing platform with some unique features, including prototype testing, first click tests and drag-and-drop test builders. It also supports five-second tests — the testing equivalent of a lightning round. Users have five seconds to look at a webpage and then answer a series of questions, enabling teams to determine if their intended message was communicated effectively.

Key features

• Five-second tests

• Visual test builder

• UI design preference tests

• Design surveys

• Word cloud visualization

Key integrations

• Asana

• Airtable

• G Suite

Pricing

Free plan; Paid plan from $75-175 per month (billed annually); Enterprise pricing available upon request

Rating

4.3 out of 5 stars based on 10+ verified customer reviews on G2

Optimizely

Optimizely is geared toward large enterprises with high traffic volume. The A/B testing tool supports a vast range of experiments, personalization and reporting capabilities, but also features a user-friendly interface and visual editor for easy collaboration and management.

Key features

• A/B and multivariate testing

• Server-side testing

• Visual editor

• Feature experimentation

• Advanced personalization

• Advanced targeting

• Omnichannel experimentation

Key integrations

• Shopify

• Microsoft Office

• MobilityeCommerce

• WordPress

• https://www.glassbox.com/platform/funnel-analysis/

• Adobe

Pricing

Not publicly available

Rating

4.2 out of 5 stars based on 300+ verified customer reviews on G2

VWO

VWO is a cloud-based A/B testing platform for enterprise organizations. In addition to traditional A/B testing, it can support multivariate testing and the Bayesian statistical approach,

which incorporates data from similar, previous experiments into current tests. VWO also has an intuitive visual editor, making the tool more accessible to non-technical users.

Key features

• A/B, split and multivariate testing

• Audience targeting

• Heatmaps

• Visual editor

• Funnel analysis

Key integrations

• Magento

• WordPress

• BigCommerce

• Instapage

• Joomla

Pricing

Not publicly available

Rating

4.3 out of 5 stars based on 400+ verified customer reviews on G2

Zoho PageSense

Zoho PageSense is a conversion optimization and personalization platform that combines web analytics, A/B testing and personalization. Its heatmap, funnel analysis and A/B testing features help teams understand user behavior and offer a personalized customer experience.

Key features

• Form analytics

• Heatmaps

• Personalization

• Polls

• Web analytics

Key integrations

• Google Tag Manager

• Google Analytics

• Google Ads

• KISSmetrics

• Mixpanel

Pricing

$12-$780 per month (billed annually)

Rating

4.2 out of 5 stars based on 25 verified customer reviews on G2

How to choose an a/b testing tool

There are a lot of A/B tools out there, and it’s easy to get overwhelmed. Some may be insufficient—and others might be overkill. Before you jump in and start comparing features, check out our short guide to help you make an informed decision:

Define Your Goals: Start by understanding your objectives. Determine what you want to achieve through A/B testing. Is it higher conversion rates, increased engagement, or improved user experience?

Ease of Use: Look for a tool that suits your team's technical expertise. It should be user-friendly and offer an intuitive interface.

Feature Set: Consider the features that matter most to you. Common features include A/B and multivariate testing, segmentation, personalization, and analytics. Ensure the tool aligns with your specific needs.

Integration: Check if the tool integrates seamlessly with your existing software stack. Compatibility with your content management system (CMS) and other marketing tools is essential.

Traffic Capacity: Assess the tool's ability to handle your website's traffic volume. Ensure it can accommodate your current traffic and any potential growth.

Statistical Significance: Look for a tool that provides reliable statistical analysis. It should help you determine when your test results are statistically significant to make data-driven decisions.

Customization Options: Consider whether the tool allows you to create and customize experiments that match your website's design and branding.

Support and Training: Evaluate the level of customer support and training provided by the tool's provider. Reliable support can be crucial when you encounter issues or have questions.

Cost: Understand the pricing structure, including any hidden fees. Ensure the tool fits your budget, considering both short-term and long-term costs.

Case Studies and Reviews: Look for case studies and user reviews to gauge the tool's effectiveness and reputation within your industry.

Security and Compliance: Ensure the tool complies with data privacy regulations like GDPR and offers robust security measures to protect your data.

Trial Period: Whenever possible, opt for tools that offer a free trial period. This allows you to test the tool's compatibility with your needs before committing.

Scalability: Consider how well the tool can scale as your business grows. It should accommodate your evolving requirements.

Feedback Loops: Choose a tool that encourages collaboration and feedback among team members to foster a culture of continuous improvement.

Vendor Reputation: Research the reputation and track record of the tool's vendor. Established and trusted providers often deliver more reliable solutions.

By following these steps and carefully evaluating your options, you can select an A/B testing tool that aligns with your objectives and helps you achieve meaningful improvements in website performance and conversion rates.