Best A/B Testing Tools
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: To increase revenue without spending more money to acquire traffic. To prove that a new design...
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Optimizely Web Experimentation empowers teams to conduct experiments (without having to rely on developer resources) in order to test various user interactions, make website changes backed by data, and personalize customer experiences.
Dynamic Yield is presented as an AI-powered Experience Optimization platform that delivers indivi…
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Chartbeat delivers real-time analytics, insights, and transformative tools for content teams around the world, to help improve audience engagement, inform editorial decisions, and increase loyalty.
Optimizely Feature Experimentation combines experimentation, feature flagging and built for purpose collaboration features into one platform.
Convert Experiences is an experimentation platform that offers features and support to run A/B tests across multiple growth channels. Its enterprise-ready advanced features include full stack experimentation, multi-page testing, post-segmentation, sequential testing, targeting w…
The Airship Experience Platform provides an end-to-end solution for unifying experiences across channels and capturing value across the entire customer lifecycle.
VWO is an A/B testing and conversion optimization platform that enables growing businesses to conduct qualitative and quantitative visitor research, build an experimentation roadmap and run continuous experiments on their digital properties. With its 5 capabilities Plan, Track, Test, Analyze, and Target, it brings the entire CRO (conversion rate optimization) process at one place. VWO helps online businesses follow the process- and data-driven conversion optimization to boo… |
AB Tasty is a SAAS application created for e-marketers that enables them to optimize their website and conversion rate without technical knowledge. They can test several versions of their pages to identify which one has the biggest impact on their business objectives, e.g. click-…
Unbounce is a landing page builder for marketers. Marketers can use the drag and drop platform to create customized, responsive landing pages for their marketing campaigns.
Gtmetrix is an analytics tool focused on determining website performance with features like page load speed details, video capture, and the ability to test from multiple regions around the world.
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.
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…
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…
Convertize headquartered in London offers their A/B testing solution.
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 elements of their website and track the…
ABsmartly is an A/B testing and experimentation tool for use across web, email, and apps, both server-side and client-side. The ABSmartly platform is designed for pr…
Instapage, from AirSlate since the October 2023 acquisition, offers post-click automation to help digital advertisers create more relevant and impactful advertising, unifying the post-click stage of the advertising funnel. Instapage helps marketers to maximize conversions by creating,…
Oracle CX Marketing (formerly Oracle Marketing Cloud) is a solution designed to enable marketers to plan and execute automated marketing campaigns via email, display search, video advertising, and mobile while delivering a personalized customer experience for their prospects.
Webtrends Optimize is a web optimization platform and is offered by the company of the same name. The product competes most often with Adobe Test and Target, Maxymiser, SiteSpect, and Optimizely.
Qubit, now from Coveo (acquired October 2021) uses visitor history data to understand different user segments and serve personalized messages to segments using JavaScript. It is available as either a managed or self-service model. Data is collected using Qubit's own Universal Variable…
Predict is a cloud-based AI tool that predicts customer responses using a database of over 20.000 participants.
- It provides validated heatmaps and cognitive scores to draw attention to creative content.
- Users can drag and drop visual assets to test and measure attention.
- Unlimited storage allows users to compare as many visuals as desired.…
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…
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…
A/B Testing Tools TrustMap
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Learn More About A/B Testing Tools
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:
To increase revenue without spending more money to acquire traffic.
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:
In-page web analytics (heat mapping, visitor recordings, etc.)
A/B testing tools
A/B Testing Software Comparison
Before investing in an A/B Testing solution, consider these three key factors:
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.
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.
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.
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Frequently Asked Questions
What is A/B testing used for?
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.