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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 (26-50 of 63)

8 Ratings

Bounce Exchange provides what they call "behavioral automation," or conversion rate optimization software. It is an enterprise marketing tool that analyzes site visitors' digital body language to personalize their experience, with the goal of increasing conversion. The company is based in New Yor...

1 Ratings

Qu'est-ce que le testing (tests A/B, tests multivariés) ? Le testing consiste à mesurer l'impact de modifications ou d'évolutions (déclinaisons de boutons, visuels, formulaires, encarts, etc.) apportées à un site internet sur différents indicateurs (taux de transformation, montant moyen de panie...

4 Ratings

HiConversion is an online optimization platform that allows you to test multiple changes to your website's look, feel, and functionality across multiple pages, segments, targeting rules, and devices. It then automatically displays the top performing versions of your site to each of these groups.

OpenText is a leader in Enterprise Information Management (EIM). EIM enables organizations to grow the business, lower costs of operations, and reduce information governance and security related risks. OpenText focuses on the key drivers of business success to improve business insight, strengthen...

1 Ratings

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.

4 Ratings

Omniconvert (former Marketizator) launched the first democratic CRO platform, where users can decide the future of their CRO tool.The rebrand of Omniconvert means that users are now capable of voting for new features that enable higher conversions rates, maximizing revenue and improving user expe...

We don't have enough ratings and reviews to provide an overall score.

Voted the most innovative cloud software company, Yottaa offers online application owners a comprehensive, easy-to-deploy SaaS solution for optimizing the application end user experience from any browser, device, network or location. With our cloud-based automation platform, we aspire to empowe...

We don't have enough ratings and reviews to provide an overall score.

UsabilityTools is a usability testing and website optimization platform. Some key features include: Visitor Recording, Form Testing, Feedback Forms and Click Testing.

We don't have enough ratings and reviews to provide an overall score.

Frosmo includes tools for precise user segmentation with various rules and combinations that can cover any requirements (and customization options as well), MVT testing with a special control group method, full website personalization without any work from the IT deparment, conversion tracking, c...

We don't have enough ratings and reviews to provide an overall score.

ExitIntel allows you to pretarget (as they enter) and retarget (as they leave) folks coming to your site, with offers either broad for everyone or targeted to specifics (going to a specific landing page, coming from a specific other site or a social site campaign etc.).

We don't have enough ratings and reviews to provide an overall score.

Retargeting is a marketing automation software solution offered by Retargeting.

We don't have enough ratings and reviews to provide an overall score.

ChangeAgain is a public company founded in 2014. They provide an A/B testing extension for Google Analytics. 

We don't have enough ratings and reviews to provide an overall score.

Personyze offers the most advanced SaaS platform in the market for real-time visitor segmentation and site personalization. Personyze was founded in 2008 by a group of entrepreneurs with experience in web analysis and advertising who realized that websites should be able to offer their visitors a...

We don't have enough ratings and reviews to provide an overall score.

Clickthroo is an enterprise-level landing page building platform with features such as A/B split testing, tracking and reporting, and custom campaign creation.

We don't have enough ratings and reviews to provide an overall score.

Ezoic gives independent publishers a fully-automated, scientific solution for improving income from advertising as well as improving user experience. Ezoic technology is a fully automated multivariate testing platform for webmasters who might not have the time or the ability to construct multivar...

We don't have enough ratings and reviews to provide an overall score.

ManyContacts is an attention-grabbing contact form sitting on top of your website that converts visitors into leads. It helps at freelancers and SMBs get more leads, bloggers grow their email list and e-Commerce owners sell more products. The bar is currently installed on more than 10,000 websi...

We don't have enough ratings and reviews to provide an overall score.

Nelio A/B Testing is a website optimization solution for publishers, marketers, or anyone with a WordPress site. The service allows users to A/B test (also known as split test) alternatives of any element of a WordPress site to determine which version best achieves its marketing goals. Users can...

We don't have enough ratings and reviews to provide an overall score.

AdNgin is an industry leading solution built to maximize Google AdSense revenue through continuous testing. Using AdNgin, online publishers can: Optimize ad yield to beat banner blindness, skyrocket CTR, and maximize revenue per visitor. Create custom ad layouts. Secure their revenue channels ...

We don't have enough ratings and reviews to provide an overall score.

Load Focus is a cloud testing tool designed to run performance tests and load tests for Web Applications, Websites and API Endpoints with thousands of concurrent users from any world location.

We don't have enough ratings and reviews to provide an overall score.

Invesp is a website optimization software with features like landing page optimization, A/B testing, multivariate testing, and shopping cart abandonment management.

We don't have enough ratings and reviews to provide an overall score.

OpiaTalk is a website optimization tool built to drive conversion rates through A/B testing, sentiment analysis, display logic, and lead generation.

We don't have enough ratings and reviews to provide an overall score.

SiteTuners is a website optimization software focused on conversion rate optimization built to optimize landing pages.