A/B Testing Tools

Top Rated A/B Testing Products

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. Read more about the Top Rated criteria.

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 webpage and provides information on which version performs better at achieving a desired outcome, such as signups, downloads, demo requests, or purchases.

The testing process aims to optimize a website’s ability to convert visitors into leads or customers. There are two primary goals associated with A/B testing:

  1. To increase revenue without spending more money to acquire traffic.

  2. To prove that a new design concept or feature is worth creation before budgeting engineering and design resources to create it.

A/B Testing Software Features

Most A/B testing tools use a snippet of code, usually JavaScript. The code is placed on a website to control content, track traffic, and calculate conversion rates. 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 without needing to use HTML or CSS. This works well for non-technical users.

More sophisticated tools can run targeted campaigns. These tools display different versions based on demographics, device type, web visitor behavior, 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 to that specific change. With this approach, you’ll know which element results in better conversion.

Elements to test include:

  • Call-to-action

  • Headlines

  • Button placement

Certain 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. So if you plan on running multivariate tests, budget more time for the experiment than you would for a simpler A/B test.

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 and increasing conversions. Usually, the goal is to turn visitors into customers or leads. However, other CRO goals can be things like downloading a whitepaper or increasing the number of event registrations.

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.

A/B Testing Software Comparison

Before investing in an A/B Testing solution, consider these three key factors:

  1. Use case: who will be using the tool the most within your organization and what goals are they trying to achieve? For example, will the marketing team be the primary users of the A/B testing tool? Or will web developers use the tool to help test out new feature ideas too? This matters because not all tools are equally as user-friendly for both types of users. WYSIWYG editors are a must-have feature for marketing teams, while developers and engineers users likely need access to advanced A/B testing capabilities.

  2. Support options: what customer support options are available for each A/B testing tool you’re considering? Vendors may provide various levels of support, such as phone, email, documentation, live chat, or automated support. If you’re new to the world of A/B testing, training, courses, and certifications can be valuable resources.

  3. In-house vs. agency route: does your business need an in-house A/B testing solution, or would it be better served by working with a conversion rate optimization (CRO) agency? If you decide to go the in-house route, you’ll need to purchase an A/B testing platform and make sure you have the resources set aside to manage the tool. In contrast, all the operating costs and resources will be taken care of if you decide to work with a CRO agency. However, CRO services can be substantially more expensive than basic A/B testing tools.

Another thing to consider is that agencies will have a wealth of knowledge and experience behind them, while your in-house A/B testing program may not. But your own A/B testing program will be solely focused on your own business goals in a way that an agency will not be.

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 61) Sorted by Most Reviews


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…

OpenText Optimost

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…


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…


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…

Insider Growth Management Platform (GMP)

The Insider Growth Management Platform (GMP) is a martech platform accessible from a single tech stack. It brings together all technologies marketers need to deliver personalized experiences and empowers them to take data based actions. The vendor says one of the core features introduced…


LaunchDarkly provides a feature management platform that enables DevOps and Product teams to use feature flags at scale. This allows for greater collaboration among team members, and increased usability testing before full-scale feature deployment.


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


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.).


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…


Retargeting is a marketing automation software solution offered by Retargeting.

Nelio A/B Testing

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…



Starting Price $59

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…


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


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…


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…


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

Load Focus

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.


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…


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

Form Builder

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.


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


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.


Spinnakr is a startup with a platform designed to personalize messages on blogs and websites. It has been designed primarily for SMBs.

Frequently Asked Questions

What is A/B testing used for?

A/B testing is the practice of running a controlled website experiment to see which variation of a page helps increase conversion rates (or achieve a different goal) the most. A/B testing software tools do this by splitting website traffic among two or more different versions of a webpage and tracking things like bounce rates, time on page, click-through-rates (CTRs), etc.

Why is A/B testing and multivariate testing important?

A/B testing is important because it helps companies make evidence-based decisions about how to design and structure their website. Making decisions based only on intuitions or the most popular idea can lead to bad design choices, and ultimately cost your website in terms of organic traffic or other key performance indicators (KPIs).

A/B testing can also help engineering and development teams test out new feature ideas before devoting resources to producing the new feature. This way, teams can get a preview of how the new feature will be received and work out any kinks before creating the new feature.

What are some A/B testing best practices?

There are many different A/B testing tips and tricks you can find on the internet. But some of the most important best practices to keep in mind are:

  • If you’re just starting your A/B testing program, get buy-in from executive stakeholders
  • When you can help it, only test one element at a time
  • Make sure to let your experiments run long enough to reach statistical significance
  • Think about how the test variations will render on different device types (e.g. desktop, mobile, tablet)

For more information on these tools and what features they include, see our A/B testing software category page.

What are the top A/B testing tools?

According to end-user feedback collected on TrustRadius.com, the top-rated A/B testing tools include:

For more information about which products are better suited for specific company sizes, view our A/B Testing Software TrustMap. TrustRadius also has hundreds of reviews of over 50 A/B testing solutions that include detailed information about product pros and cons.

How much does A/B testing software cost?

The price of A/B testing tools can vary depending on the number of features included. More basic tools can start at $50 per month while more comprehensive platforms can cost upwards of multiple thousands of dollars per month.

Many A/B testing vendors don’t directly disclose pricing information on their website but will provide a quote upon request.