A/B Testing Tools

Best A/B Testing Tools include:

Monetate, Optimizely, Dynamic Yield, and AB Tasty.

A/B Testing Tools TrustMap

TrustMaps are two-dimensional charts that compare products based on trScore and research frequency by prospective buyers. Products must have 20 or more ratings to appear on this TrustMap.

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

(1-25 of 62) Sorted by Most Reviews

Optimizely
384 ratings
131 reviews
Top Rated
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.
Qubit
196 ratings
116 reviews
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 mode…
VWO
173 ratings
99 reviews
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 Tar…
Monetate
122 ratings
78 reviews
Top Rated
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
68 ratings
61 reviews
Top Rated
Dynamic Yield calls itself an AI-powered Personalization Anywhere™ platform that promises to deliver individualized experiences at every customer touchpoint: web, apps, email, kiosks, IoT, and call centers. The vendor says the platform’s data management capabilities provide for a unified view of the…
AB Tasty
71 ratings
48 reviews
Top Rated
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 ca…
Evergage
64 ratings
38 reviews
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.
unbounce
113 ratings
37 reviews
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.
Kameleoon
44 ratings
35 reviews
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 is designed to help businesses to increase online conversions and maximize revenu…
Oracle Maxymiser
91 ratings
31 reviews
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.
Adobe Target
120 ratings
31 reviews
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.
Instapage
41 ratings
25 reviews
The vendor states that Instapage aims to be the leader in post-click automation, and promises to help digital advertisers create more relevant and impactful advertising by unifying the post-click stage of the advertising funnel. With Instapage, marketers can maximize conversions by creating, persona…
Webtrends Optimize
26 ratings
17 reviews
Webtrends Optimize is a web optimization platform and is offered by the company of the same name. The product competes most often with Adobe Test and Target, Maxymiser, SiteSpect, and Optimizely.
Convert Experiences
16 ratings
15 reviews
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 …
Google Content Experiments
73 ratings
13 reviews
Google Content Experiments is a tool that can be used to create A/B test from within Google Analytics.
ClickTale
42 ratings
12 reviews
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.
SiteSpect
20 ratings
10 reviews
Key features include: - A/B, split, and multivariate testing campaign management - Targeting and personalization - Front-end usability testing - Back-end testing using Origin Experiments - Site acceleration with SiteSpect AMPS(R) - Mobile site and native app support
Chartbeat
19 ratings
9 reviews
Chartbeat provides real-time web analytics, but is specifically designed for magazine and newspaper publishers making the switch from print to digital. The product tracks where traffic is coming from and helps maximize traffic and engagement.
Algolia
17 ratings
9 reviews
Algolia in San Francisco, California offers enterprise search as a service.
Google Optimize
21 ratings
7 reviews
Google offers the Optimize A/B testing tool for testing website content and versions.
BounceX
9 ratings
4 reviews
BounceX calls itself a people-based marketing cloud. It includes behavior-based personalization capabilities for website content, email, and other channels.
Leanplum
8 ratings
4 reviews
Leanplum is a mobile marketing automation and messaging platform with A/B testing and analytics, from the company of the same name headquartered in San Francisco, California.
Bound
5 ratings
4 reviews
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 creat…
Zarget
5 ratings
3 reviews
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 wel…
GTmetrix
4 ratings
3 reviews
Gtmetrix is an analytics tool focused on determining website performance with features like page load speed details, video capture, and the ability to test from multiple regions around the world.