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
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:
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
Key technologies in the CRO workflow include:
In-page web analytics (heat mapping, visitor recordings, etc.)
A/B testing tools
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
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.
VWO is an A/B testing and conversion optimization platform that enables growing businesses to conduct qualitative and quantitative visitor research, build an experimentation roadmap and run continuous experiments on their digital properties.With its 5 capabilities Plan, Track, Test, Analyze, and...
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.
Evergage’s cloud-based platform is designed to empower marketers to increase engagement conversions of website visitors and users through real-time personalization based on deep behavioral analytics...without the need for developers.
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...
Maxymiser is a NYC-based company offering website optimization tools. The company offers strong professional services in addition to a technology platform. Maxymiser competes with Adobe Test and Target, SiteSpect, Optimizely, and Webtrends Optimize.
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.
Kameleoon is a website optimization solution. Its very first A/B testing solution was launched in 2012. The initial A/B testing solution was enhanced in 2014 with a module for iOS and Android applications and a platform dedicated to web personalization. A/B Testing & Website Optimization...
Dynamic Yield is an open-ended omni-channel personalization and optimization platform designed to serve highly optimized customer experiences at scale. The vendor says that its SaaS-based solution empowers marketing professionals, eCommerce brands and media companies (publishers), with real-time...
Leadpages is landing page software that aims to help businesses grow. The vendor says their customers use Leadpages to collect more leads which can drive more sales. The platform offers a variety of ways to engage potential customers--the vendor says that Leadpages differentiates within the...
Instapage is designed for post-click optimization and maximizes conversions for advertisers and marketers by enabling them to create, personalize, and optimize post-click experiences at scale. With Instapage, marketers can build personalized post-click experiences using Instablocks(TM) and update...
With its marketing cloud, Exponea aims to provide real-time 1:1 omni-channel personalization, a single 360-degree customer view, and dynamic A/B testing with AI. It equips marketers to raise conversion rates, improve acquisition ROI, and maximize customer lifetime value. The vendor says Exponea...
Webtrends Optimize is a web optimization platform and is offered in conjunction with a comprehensive set of professional services. The product competes most often with Adobe Test and Target, Maxymiser, SiteSpect, and Optimizely.
Google Content Experiments is a tool that can be used to create A/B test from within Google Analytics.
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.
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
Convert Experiences is an enterprise A/B testing and personalization solution for conversion optimization and data-driven decisions in high-traffic websites. This solution offers A/B, split, and multivariate testing. It enables users to make dynamic changes to their websites, test the variations on...
Branch provides solutions that are designed to unify user measurement across different devices, platforms, and channels. The vendor aims to help companies get a holistic view of various user touch points and ensure that links take the user to the right place on the website or native app.Customers...
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...
Zarget is an all-in-one website optimization tool offering A/B testing, heat maps, funnel analysis, and split URL testing. With its Chrome plugin, Zarget allows users to create experiments from the comfort of their own browser. Zarget lets users bypass login screens, and get real time reports as...
BounceX calls itself a people-based marketing cloud. It includes behavior-based personalization capabilities for website content, email, and other channels.
Campaigner is an email marketing solution built by marketers that is designed to help small, medium and large businesses strengthen customer relationships and drive sales. The vendor's value proposition is that Campaigner provides advanced features such as industry-leading A/B split testing,...
Vero is an email marketing solution built to make customer engagement simpler with features such as in-app behavior tracking, audience segmentation, and workflow automation.