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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 60)

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...

Optimizely

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Top Rated
294 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.

VWO

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Top Rated
171 Ratings

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

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Top Rated
118 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.

62 Ratings

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.

Top Rated
101 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.

Dynamic Yield

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Top Rated
40 Ratings

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 ...

45 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...

88 Ratings

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.

117 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.

31 Ratings

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 ...

Top Rated
38 Ratings

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...

Top Rated
52 Ratings

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 indus...

41 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

9 Ratings

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 ...

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...

5 Ratings

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 ...

13 Ratings

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, wor...