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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 (51-63 of 63)

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POWr is a toolkit of core website components that give nontechnical business owners the power of a silicon valley dev shop. POWr users can add forms, galleries, social media integrations, ecommerce, and more to any webpage in a few minutes. Users can then edit and manage these applications on the...

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

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Reactful provides a SaaS based website optimization tool. Some of Reactful's customers include consumer companies such as Procter & Gamble, Kimberly Clark as well as technology companies such as Qubole and UserTesting. Founded in 2014, Reactful is based in Palo Alto, CA.

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LaunchRock is a website optimization platform focused on early customer acquisition through WYSIWYG site building with social media integration and data-driven analytics.

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BrightInfo provides a real-time personalization engine. Founded in 2012, BrightInfo is based in Tel-Aviv, Israel.

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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.

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CDNify is a website optimization platform. Its key features include real-time statistics, custom SSL, and and SSD optimized network.

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Based in San Francisco, Apptimize is backed by US Venture Partners, Google Ventures, Y Combinator, and others. Customers include The Wall Street Journal, Vevo, HotelTonight, and Strava.

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We make it easy for e-commerce businesses to deliver customer journeys that convert, through a combination of smart and simple multichannel technology and expert strategy. Trusted by over 500 brands on more than 1,000 websites globally, Yieldify helps some of the world’s innovative companies driv...

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Twik is a cloud platform that tailors content and user experience (UX) according to each visitor’s demographical and behavioral data. It features tens of key performance indicators that you can target with based on real-time actions. Twik understands your objectives as a site owner and serves eac...

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Zoho offers PageSense, a webpage optimization tool providing heatmap and session recording, A/B testing, funnel analysis and other webpage metrics.

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Convertize headquartered in London offers their A/B testing solution.

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Testim is the leading AI-based functional and end-to-end testing automation solution. Testim uses AI to give you the speed and stability of codeless end-to-end tests, with the flexibility of code. Manage your tests next to your application code, run cross-browser tests on compatible grids and int...