Want to convert your website visitors into customers? Looking for ways to enhance your website’s user experience? No, there is no universal secret formula that will always work. Every business targets a unique group of customers, and it requires test-and-learn tools to consistently optimize your website for them.
Speaking of testing tools, A/B testing is a widely used method for experimenting, personalizing, and optimizing to increase conversions and revenue. It has been largely used in the recent pandemic age to improve customer service and survive the rising competition in e-commerce.
This raises the question of the quality and efficiency of A/B testing. There are hundreds of options available, but not all of them are worth your time or money. Relax, we have done the heavy lifting and picked some of the best A/B testing software for you that might come in handy.
Let’s get started.
15 Best AB Testing Software To Get The Most Out of Your Website
Once properly implemented, A/B testing can enhance your website to the point where it offers the best customer experience. Let’s check the 15 best A/B testing software:
Adobe Target
Adobe Target – If you are looking for a full-featured testing platform that offers AI-powered A/B and also multivariate testing on ads, websites, mobile, and emails, Adobe Target is what you need. This tool is built for enterprises and is a part of the Adobe Experience Cloud.
Platforms: Web, Mobile
Key points: Automated personalization
Key Features:
- Testing options include A/B, multivariate, split, and Multi armed bandit tests.
- Data segmentation
- Omnichannel testing, and personalization tools
- Visual editor for developing and testing variations
- Machine Learning
Pro
- Provides in-depth data about your website and tests using Adobe Analytics
- Supports both form-based and visual-based testing
- The WYSIWYG editor helps create experiments without requiring coding skills
Cons
- Not friendly for beginners
- Requires Adobe Experience Cloud Manager integration for conversion data
- Lack of customer support
Pricing
No free trial. Click here for the price request.
Google Optimize
Google Optimize – works as a robust research tool with the integration of Google Analytics. This is Google’s free A/B testing tool, which also offers customizable URL rules, experience personalization, server-side testing, and more features.
For more complex features, Google offers a paid version of this app – Analytics 360.
Platforms: Web. It will be compatible with mobile apps only through Firebase A/B testing.
Key Points: A/B, Server-side experiments.
Key Features
- WYSIWYG editor for creating and deploying variations
- Audience segmentation as per criteria (e.g., source, device, location)
- SEO features to prevent testing from affecting your ranking
- Integration with Google Analytics, AdSense, Search Console, and other Google tools.
- Set goals for your tests using built-in or personalized objectives
Pros
- The free version offers almost all the major features.
- Offers a Chrome plugin that allows you to modify the live webpage
- Performs in-depth report analysis with the help of Google Analytics
Cons
- Google Analytics segments are not available for Google Optimize tests (Available only for the premium version)
- Google Optimize360 is required to run more than five tests at a time
- Reporting is not in Real-time. Data transmission delays for 6 – 8 hours
Pricing
Free
VWO
VWO (Visual Website Optimizer) – is an Enterprise grade A/B testing tool that allows A/B testing for any metrics (e.g product, website, and app rollout) and also includes advanced tracking methods such as heatmaps, screen activity, page views, and user interactions. VWO enables users to create and execute tests without having IT or coding experience.
Platforms: Web, Mobile
Key Points: A/B testing, heatmaps, surveys
Key Features:
- Tests: A/B, landing pages, split URL, multivariate, abandoned carts
- Conversion, user interaction, and engagement tracking
- Smart stats features to run tests faster
- Screen activity recording, On-page surveys, feedback
- Asynchronous coding to increase page load times and cut down on flicker
Pros
- Integrates with Google Analytics, Magento, Kissmetrics, and other platforms
- User-friendly interface, easy-to-run tests for beginners
- 24/7 Customer support
Cons
- Data storage is limited
- Often needs a large audience to provide a result
- Conversion rates over time are not available for comparison
Pricing
Offers 3 Packages. Growth, Pro, and Enterprise. Click here for the price request
Zoho PageSense
Zoho PageSense – another all-rounder platform for A/B testing, conversion optimization, and personalization. It assesses critical website metrics to provide you insights into customer online behavior and includes features such as web analytics, session replays, form analytics, and heatmaps.
Platforms: Web, Mobile
Key Points: Forecasting tool
Key Features
- A/B test, split URL test
- Advanced segmentation to target specific audiences
- Integrations with Google Analytics, Google Ads, Kissmetrics, Intercom, Mixpanel, etc
- Visual Editor for creating variations
- Additional features like funnel analysis, form analytics, and session recording
Pros
- Push notifications based on visitor behavior.
- Customizable Branding
Cons
- Poor customer support
- User Interface can be improved
Pricing
- Analyze – $16/month/ billed annually
- Engage – $23/month/ billed annually
- Optimize – $39//month/ billed annually
HubSpot’s A/B Testing Kit
Hubspot is a full-featured marketing and customer management system that includes an A/B testing tool, hubs for sales, CMS, customer service, and operations. Its A/B testing tool splits the visitors into two different versions of a website (same URL) to test which one performs better and then finalizes the best version.
Platforms: N/A
Key Points: A/B testing, CRM, marketing campaigns
Key Features
- Performs A/B and split tests into web pages, landing pages, and marketing emails.
- Filters and sorts test result data based on various attributes such as time, frequency, and so on.
- Quick option of publishing the A/B test winner and removing the other variants
- Creating variations with a simplified page editor
- Enables easy creation of multi-language variations of the pages to run multiple tests simultaneously
Pros
- User-friendly
- Can run A/B tests on your mail campaigns and forms.
- Get marketing, customer support, and CRM tools all in one platform
Cons
- Comparatively expensive
- Annual contract. No early cancellation.
- A/B testing is available on higher plans only
Pricing
Professional Package – $800/monthly
Optimizely
Optimizely is a complete A/B testing platform suited specifically for large businesses. Aside from A/B testing, it offers a wide range of testing and tracking features and also supports digital commerce, website personalization, and web content management.
Platforms: Web, Mobile
Key Points: No limits on concurrent experiments
Key Features
- A/B, multivariate testing, CMS, marketing planning
- A robust visual editor to create tests
- Drag and drop templates
- Visitor segmentation using various factors including browser, geography, and device to optimize each touchpoint
- Real-time data
Pros
- Large collection of educational materials to help you begin
Cons
- Complex settings
Pricing
Click here for the price request
Apptimize
Apptimize was initially developed for mobile A/B and app optimization. This cloud-based cross-platform experimentation tool might be your ideal tool if you frequently roll out new features, want a deep knowledge of your customer base, and are willing to establish a seamless user experience across all devices.
Platforms: Web, Mobile
Key Points: Mobile optimization
Key Features
- AB, Multivariate testing
- Powerful WYSIWYG Visual Editor
- Access Controls/Permissions
- API
- Campaign Segmentation
Pros
- Easy to use
- Powerful programmatic editor
- Offers advice for the A/B testing strategy
Cons
- Steep learning curve
- The dashboard can be improved
Pricing
Click here to request a price.
AB Tasty
AB Tasty is a simple A/B testing tool that focuses on the European and American markets only. Apart from A/B, split, and multivariate testing, it offers a funnel testing feature and a real-time view of tests and confidence levels.
Platforms: Web, Mobile
Key Points: AI-powered personalization, engagement widgets
Key Features
- A/B, Multivariate, Split URL, Multi-page/funnel, Mobile app testing
- Visual / WYSIWYG editor
- Keyword, referral, pageview tracking
- User interaction tracking
- Surveys and feedback
Pros
- No code AB Testing
- Responsive customer and developer support
- Supports both client-side and server-side testing
Cons
- Reporting feature can be improved
- Setting up G.A. tracking for A/B tests required efforts
- UI can be more user-friendly
Pricing
Click here to ask for a price.
Oracle Maxymiser
Oracle Maxymiser is an A/B testing and personalization tool that offers features like website testing, funnel optimization, advanced targeting and segmentation, in-session personalization, real-time behavioral targeting, and product recommendations for both mobile apps and websites.
Platforms: Web, Mobile
Key Points: A/B Testing
Key Features
- Robust statistics engine for testing automation
- Visual editor to create variations and campaign designs
- Customer journey insights, in-session data to improve the customer experience
- Flexible integrations with DMPs and CRM to import the data
- Predictive analytics for targeting visitors
Pros
- Straight-forward A/B test
- Allows tracking website visitor activity in real-time to offer a personalized experience
- Manages heavy traffic and performs consistently under pressure
Cons
- User interface is not friendly
- Reporting section lacks details
- Poor customer support
Pricing
Free trial is available. Click here to request a price.
Convert
Convert is a fast, powerful testing and personalization tool with a simple drag-and-drop interface. Convert can help you launch successful tests with less effort thanks to its sophisticated test targeting, detailed real-time reports, visit tracking, and 100+ integrations.
Platforms: N/A
Key Points: Includes more than 40 audience segments
Key Features
- A/B testing, Split, Multivariate, and Multipage testing
- Visual / WYSIWYG editor
- Visitor targeting using source, cookies, location, JS events
- Post-test visitor segmentation
- Third-party integration eg Google Analytics, HubSpot Marketing Hub, Instapage, Kissmetrics, Magento
Pros
- Intuitive interface
- SmartInsert technology enables flicker- and blink-free testing, lowering bias and increasing page load speeds
- Responsive customer support
Cons
- Reporting section can be improved
Pricing
Free trial is available. 4 Packages available.
Lite – $559/month, Billed at $6,712/year
Optimal – $769/month, Billed at $9,232/year
Expert – $1,119/month, Billed at $13,432/year
Enterprise – Price on Request
Unbounce
What makes Unbounce unique is that, in addition to being an A/B testing tool, it has an integrated landing page tool for testing PPC landing pages and the influence of personalization.
Also, included are predictive conversion analytics, an AI writing tool, and smart traffic allocation features.
Platforms: Web
Key Points: Landing page optimization, pop-ups, sticky bars
Key Features
- A/B split testing
- Advanced drag-and-drop builder
- Performance comparison tool
- Smart builders for creating landing pages instantly
- Dynamic Text Replacement feature for PPC
Pros
- Easy setup for A/B testing
- Noticeably increases conversion rates
- Decent templates for beginners
Cons
- Only Unbounce-built pages can be tested
- Comparatively expensive
- Lack of customer support
Pricing
Free trial is available. 4 Packages
Launch – $90USD/month
Optimize – $135USD/month
Accelerate – $225USD/month
Concierge – $575USD / month
Omniconvert
Omniconvert is a website personalization, advanced segmentation, and e-commerce conversion rate optimization (CRO) application. It allows you to A/B test your website’s design, call-to-action, text, and so on, and then choose the best one.
Platforms: Web
Key Points: A/B testing, advanced segmentation, web personalization
Key Features
- A/B, MVT testing
- Advanced segmentation
- Geotargeting
- Engagement tracking
- Cart abandonment rate tracking
Pros
- Easy setup
Cons
- User interface can be tweaked
- Popup design can be improved
Pricing
A free plan is available. 2 premium packages.
Scale – $2999/year
Enterprise – Click here for the price request
Kameleoon
Kameleoon is a sophisticated A/B testing and personalization tool that helps developers, marketers, and product managers develop effective customer experience optimization programs. Its integration with Shopify is widely appreciated in e-commerce.
Platforms: Web, Mobile
Key Points: A/B testing, feature management, real-time personalization
Key Features
- A/B experiment, Split URL, Multivariate, Multi-page/funnel, Cross-browser, Mobile app testing
- WYSIWYG editor
- Standard Visitor segmentation
- Feature Management
- Third-party integration including Google Analytics, Mixpanel, Microsoft Visual Studio Code
Pros
- A helpful library of user segments builders and widgets
- Powerful graphical editor
- Helpful supportive team
Cons
- Not suited for beginners
- The graphic editor might lag sometime
Pricing
Available on request.
Fresh Marketer
Fresh Marketers (Freshworks CRM) is built to develop the best customer experience. It’s a CRM with integrated automation features, such as A/B testing, split testing, and segmentation. It also comes with some advanced features, like heat maps.
Platforms: N/A
Key Points: Session replay
Key Features
- A/B, Split testing, and funnel analysis
- WYSIWYG Visual Editor
- Traffic segmentation depending on traffic, device, new visitors
- CRO tools: Email marketing, heatmaps, workflow automation, session replays
- Third-party integrations: Google, FreshConnect, QuickBooks
Pros
- Keeps track of new leads and deals
- Sales sequencing
- Integrated heatmaps track behavioral data
Cons
- Graphics can be improved
- Third-party integration can be made easier
Pricing
Wasabi A/B Test
Intuit’s Wasabi is an open-source enterprise-grade A/B testing service. It’s a fast, simple, and user-friendly platform that lets you use your data and run tests across the web, mobile, and desktop.
Platforms: Web, Desktop, Mobile
Key Points: A/B testing
Key Features
- Cloud or In-house installation
- Client-side and server-side
- API driven
- Intuitive dashboard
- Third-party integration: Hadoop, Tableau, etc
Pros
- Easily customizable
Cons
- Requires technical knowledge
Pricing
Discover the Best A/B Testing Solution for Your Business
It’s hard to pick a specific A/B testing tool due to the wide range of options. Considering both pros and cons, I would recommend Google Optimize due to its user-friendly interface, easy-to-create A/B testing, easy integration with Google Analytics, and other robust features. It’s free to use and great for beginners.
However, it is entirely up to you, as the best A/B tool for you will ultimately depend on your specific requirements and budget. You can always experiment with a few different options to determine which one works best for your business.
What is A/B testing software?
A/B testing is a method to compare two different versions of a website, email, app, or other content to see which one works better. This is also known as split testing or bucket testing. AB testing apps are created in such a way that businesses and marketers can create and analyze AB tests without any technological experience.
What Are The Common Features of A/B Testing Software?
Here are some common features that A/B testing software includes:
- Testing features: Split URL, Multivariate, Server-side
- Allocating traffic: The capacity to randomly allocate users, recipients, or visitors to different variations and to manage the proportion of traffic allotted to each variation
- Audience segmentation: The ability to categorize and target specific audiences for the test
- Data analysis: Real time, historical data analysis alongside with tracking and measuring KPI like conversion rates, bounce rates, click-through rates
- Integration: Integration with Google Analytics and other apps
- Optimization: Auto Application of the top-performing variation to the website, app, and email, based on test results
How Do A/B Testing Tools Work?
A/B testing works by altering a webpage or app screen to produce a second version of the same page. Changes might be made to a button, a single headline, or the entire layout of the website. Then, half of your traffic is routed to the original variant (aka the control), while the other half is routed to the modified one (the variation).
After dividing visitors into two groups, their interactions with both variants get measured, collected in a dashboard, and analyzed using a statistical engine. This way, you can know whether altering the experience has a positive, neutral, or negative impact.
How do you get started with A/B testing?
This is how you can easily get started with A/B testing:
- Choose what to test
- Make two versions of your testing subjects ( ad, app, landing page)
- Set a testing period (minimum 2 weeks)
- Use your preferred testing tool
- Start testing
- Analyze results
- Repeat testing for better results.
Conclusion
So that brings us to the end of the list of the 15 best A/B testing software. Each of them comes with many features and has its own pros and cons.
A good A/B testing tool will help you develop a successful digital marketing plan by launching, testing, and recording the results. You might require some strategic consideration and research when deciding on the best A/B tool for your business. I hope this article will help you on that journey. Good luck!
