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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 62)

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 wel…

8 Ratings

etracker is a web optimization solution. The vendor says their customers use this solution for visitor statistics, usage analysis and gain information regarding visitor origin. This solution includes a set of website optimization tools that include: Web analysis and online marketing in real-timeSat…

2 Ratings

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, conv…

OpenText Optimost is designed to help companies deliver engaging, profitable websites and campaigns and includes self-service capabilities. Optimost also provides white glove consulting to help companies test confidently when the stakes and complexity are highest; immediately when speed is of the es…

5 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.

5 Ratings

Omniconvert (formerly Marketizator) is a conversion rate optimization platform. It differentiates from other CRO tools in that the vendor takes a democratic approach to product development, where users can help decide the future of their CRO tool. The rebrand of Omniconvert means that users are now…

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.

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.me is an A/B testing tool for websites. It integrates with Google Analytics, which allows users to look through ChangeAgain.me's statistics within the Google Analytics interface they already know. It does not require programming skills; the visual editor allows users to change visual ele…

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

Personyze is a comprehensive personalization toolkit that provides everything you need to create engaging experiences on your website and across channels, using a powerful combination of behavioral targeting, interest-based recommendations, and personalized email broadcasting. Personyze works on 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 multivariat…

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 websites…

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 cr…

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 by …

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.

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

Form Builder enables businesses to survey their users, create and grow mailing lists or collect new sales leads. This tool is customizable and edits can be made from a webpage.

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

Reactful is a web site optimization tool that uses predictive models to gain insight on website visitors and how and when to engage them. The vendor says their solution uses different data sources like historical and real-time visitor data to provide this insight.

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

Attensee is a website optimization platform that measures the effectiveness of conversion-oriented elements like call-to-action buttons and banner advertisements with tools like A/B testing and a unique testing tool.

TrustRadius Top Rated for 2019

2019 Top Rated A/B Testing Tools

There are plenty of options out there, but here's our shortlist of the best A/B Testing Tools. These products won a Top Rated award for having excellent customer satisfaction ratings. The list is based purely on reviews; there is no paid placement, and analyst opinions do not influence the rankings. To qualify, a product must have 10 or more recent reviews and a trScore of 7.5 or higher, indicating above-average satisfaction for business technology. The products with the highest trScores appear first on the list. Read more about the Top Rated criteria.

Monetate

122 ratings

Dynamic Yield

68 ratings

VWO

173 ratings