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A/B Testing Tools

Best A/B Testing Tools

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A/B Testing Tools Overview

What is A/B Testing?

A/B or split testing divides web traffic among multiple versions of a page and provides information on which version performs better at achieving a desired outcome such as signups or purchases.


The testing process aims to optimize a website’s ability to convert visitors into leads or customers. The goal is generally to increase revenue without spending more money to acquire traffic.

A/B Testing Tools Features & Capabilities

Most A/B testing tools use a snippet of code, usually JavaScript. The code is placed on a website to control content and track traffic and conversions. This allows marketers to set up tests directly from the tool’s interface, without requiring additional IT or development time.


All A/B testing tools include the following features:

  • Splitting traffic among the different variations being tested

  • Calculating conversion rates

  • Measuring statistical likelihood that one variation will consistently outperform the other


Basic A/B testing tools may require custom design and code. Some advanced tools offer a WYSIWYG interface for creating variations. This is without needing to use HTML or CSS, which works well for non-technical users.


More sophisticated tools run targeted campaigns. These tools display different versions based on demographics, device type or referral source. They can also perform multi-page campaigns. This means testing one element (like a banner) on multiple pages during a session. These advanced tools help create a personalized user experience, with the goal of maximizing conversions.

A/B Test Best Practices

It is generally best to change one element of a page at a time so that any change in outcome can be attributed. With this approach, you’ll know which element results in better conversion.


Elements to test include:

  • Call-to-action

  • Headlines

  • Button placement


Some split testing tools allow multivariate testing. This allows you to change multiple elements on one page, creating countless combinations. An analyst can then measure the impact of each variable on conversion.


Split testing should run long enough to reach statistical significance - at least 95% confidence. The amount of time needed varies depending on the amount of traffic to the page. Because they involve many versions, multivariate tests require more time and traffic to reach statistical significance.

A/B Testing and Conversion Rate Optimization (CRO)

A/B testing is often part of conversion rate optimization. CRO refers to the process of continually improving a website’s effectiveness at reaching its goal. Usually, the goal is to turn visitors into customers or leads.


It is usually a cyclical workflow, involving multiple steps:

  • Monitoring website visitor behavior

  • Gathering insight and visitor feedback

  • Testing a hypothesis for improving conversions

  • Evaluating results


Key technologies in the CRO workflow include:

A/B testing tools can help site developers test and evaluate specific elements of the website after using other tools - such as heatmap and session recording software - to collect user behavior data. These tests display which changes have the biggest impact on site traffic and lead generation.

Pricing Information

Getting pricing information for a specific A/B testing tool typically requires asking for a quote. You can find basic plans for as little as $50 per month. The more sophisticated tools can run up to $18,000 per year.

A/B Testing Products

Listings (1-25 of 63)

Optimizely

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Top Rated
362 Ratings

Optimizely is a website optimization platform, providing A/B and multivariate testing. It enables users with and without technical expertise to make dynamic changes to their websites, test the variations to live traffic and gather immediate results.

196 Ratings

Qubit uses visitor history data to understand different user segments and serve personalized messages to segments using JavaScript. It is available as either a managed or self-service model. Data is collected using Qubit's own Universal Variable data model, or by integrating the user's existing m...

VWO

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Top Rated
173 Ratings

Wingify, an India based fast-growing software company, makes Visual Website Optimizer (VWO), a market leading tool that helps marketing professionals optimize sales and conversions on their website using a variety of techniques such as A/B testing, behavioral targeting, heatmaps, usability testin...

Monetate

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Top Rated
122 Ratings

Monetate is a website optimization and personalization product. The company offers a strong product tailored to the needs of e-commerce and retailers. Customers are mostly enterprise brands.

Dynamic Yield

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Top Rated
49 Ratings

Dynamic Yield is an AI-powered Personalization Anywhere™ platform that delivers individualized experiences at every customer touchpoint: web, apps, email, kiosks, IoT, and call centers. The platform’s data management capabilities provide for a unified view of the customer, allowing the rapid and ...

64 Ratings

Evergage was founded in 2010 and is headquartered in Somerville, MA. Evergage provides a real-time web personalization solution that is cloud-based. The vendor believes that personalization is the future of digital marketing and that it should be easy for marketers to understand their audiences ...

52 Ratings

AB Tasty is a SAAS application created for e-marketers that enables them to optimize their website and conversion rate without technical knowledge. They can test several versions of their pages to identify which one has the biggest impact on their business objectives, e.g. click-through rate on a...

Top Rated
107 Ratings

Unbounce is a landing page builder for marketers. Marketers can use the drag and drop platform to create customized, responsive landing pages for their marketing campaigns.

Oracle Maxymiser is a suite of website optimization tools acquired by Oracle in 2015. Maxymiser features professional services in addition to technology. Oracle Maxymiser competes with Adobe Test and Target, SiteSpect, Optimizely, and Webtrends Optimize.

118 Ratings

Adobe Test and Target is an A/B, multi-variate testing platform which Adobe acquired as part of the Omniture platform in 2009. It is now part of the Adobe Marketing Cloud. It offers tight integration with Adobe analytics and content management products.

Top Rated
54 Ratings

Leadpages develops software designed to help businesses grow by collecting more leads and driving more sales. Leadpages believes compelling online marketing doesn’t need to be time-consuming, so their platform aims to be elegant and user-friendly, even for non-technical users. Leadpages supports ...

32 Ratings

Kameleoon is a personalization technology platform for real time omnichannel optimization and conversion. With features including A/B testing, user segmentation, customer behavior tracking and real time data, Kameleoon helps businesses to increase online conversions and maximize revenue. Kameleoo...

Convert Experiences an enterprise conversion rate optimization and analytics platform, providing A/B, split, and multivariate testing. It enables users to make dynamic changes to their websites, test the variations on live mobile, tablet and desktop traffic to make the right choices. Founded in ...

42 Ratings

ClickTale provides a full video playback option for each individual visitor's session (including mouse movement, clicks and keystrokes). In addition, it uses meta statistics to create visual heatmaps and behavioural reports, as well as conversion analytics and traditional web statistics.

20 Ratings

Key features include: A/B, split, and multivariate testing campaign managementTargeting and personalizationFront-end usability testing Back-end testing using Origin ExperimentsSite acceleration with SiteSpect AMPS(R)Mobile site and native app support

5 Ratings

Bound (formerly Get Smart Content) is a website segmentation and targeting platform that enables marketers to read a website visitor's digital body language and serve relevant content based on the person's stage in the buying journey. Using behavioral, demographic, and firmographic data, Bound cr...

14 Ratings

j2 Global, Inc. (NASDAQ: JCOM) provides Internet services through its two divisions: Business Cloud Services and Digital Media. The Business Cloud Services Division offers Internet fax, virtual phone, hosted email, email marketing, online backup, unified communications and CRM solutions. Core cl...

5 Ratings

The Freshworks Inc product family includes Freshdesk (Customer Support Software), Freshservice (IT Service Management Software), Freshsales (Sales CRM Software), Freshcaller (Call Center Software), Freshteam (Applicant Tracking Software), Freshchat (Customer Messaging Software) and Freshmarketer ...