A/B Testing Tools

Top Rated A/B Testing Products

TrustRadius Top Rated for 2021

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

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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 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

(51-66 of 66) Sorted by Most Reviews


Unstack is a no-code platform designed to help founders and marketers build, measure, and scale websites and businesses quickly, without having to wait on dev help. Key features of Unstack CMS include: Landing pages Integrated A/B testing, replacing OptimizelyForms & contactsFull-…


AppMetrica, from Yandex, is a product analytic tool supporting mobile analytics with install attribution, push campaigns, and crash & error reporting.


trbo is a technology provider for an automated and personalized user approach on the website. With trbo's AI-based onsite personalization platform, content and offers on websites can be designed individually - in real time, tailored to the needs of users in their customer journey.…

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.

Piano Composer

Piano Composer, from Piano Software in New York, allows users to design, test, deploy, and manage audience experiences based on scenarios, rules, triggers, and conditions, all without IT. It presents out of the box loyalty and engagement solutions, and allows users to engage customer…

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…

Shogun Page Builder

Shogun Page Builder, from Shogun Labs headquartered in San Mateo, is designed to enable users to build optimized ecommerce pages, faster and without code. Users can design and A/B test Shopify landing pages, blog pages, product pages — or even an entire site — with the page builder.…


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


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…

Apptimize, from Airship

Apptimize, now part of Airship (acquired August 2019) enables organizations to enhance their native iOS and Android apps to create user experiences, improve acquisition, engagement, and retention. The vendor says they do this with a platform that empowers product teams to efficiently…


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

Darwin Analytics

Darwin Analytics helps create digital experiences to improve conversion and sales. It offers features to help create digital experiences that grow traffic, conversions, and sales. These include dashboards, real-time data, A/B testing, live heatmaps, visitor recordings, bot-flagging,…

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.


Yieldify is a personalization tool for eCommerce businesses. The product is used by 500 brands on more than 1,000 websites globally, including Marks and Spencer, Domino's Pizza and Anthropologie.

Zoho PageSense

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

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.