What are the best A/B testing tools?
A/B tests compare different variants of an application or a web page to determine which version performs best. Essentially, it's an experiment involving two or more versions of different pages presented to users randomly. Statistical analysis is then used to determine which variant is best for a particular conversion goal.
After testing many of these different A/B Testing tools at various companies throughout my career, I was able to come up with a list of the best A/B Testing platforms on the market.
Here is my list of the best A/B testing tools on the market right now.
1. Kameleoon
A fast-growing A/B Testing tool that is feature-rich and easy to use.
Ranked by Forrester as a challenger in the latest wave of experience optimization (EOP) platforms, the Kameleoon offers everything Optimizely does, but isn't as expensive. It is also HIPAA compliant.
This test tool allows you to quickly and easily run advanced A/B tests, split tests, and multivariate test variations. Since it has a strong personalization solution, Kameleoon has over 45 native segmentation criteria to help you target users based on their behavior, location, acquisition channel, and more. You can easily connect your customer data platform to Kameleoon to create highly individualized and optimized experiences.
Besides client-side A/B/n testing, Kameleoon offers a comprehensive solution and AI-powered personalization for corporate brands, meaning you can start with one software and easily add more as your program ripens.
Everything is managed and organized in a single dashboard, allowing marketers, product managers, and developers to optimize engagement and conversion.
A/B testing and CRO experts point out that Kameleoon facilitates frequent testing and constant innovation. For example, his full-stack software also offers management solutions and feature flags. Kameleoon's successes generated 97% more leads thanks to its AI, which predicts who will convert and when your site should trigger targeted action.
Ideal for medium and large businesses or for any team that takes their optimization work seriously and cares about value, data security, and scalability.
Features
- A robust QA mode that allows users to send test overviews via a URL (no login required).
- Drag-and-drop segmentation and targeting editor.
- Code editor and integration with Git so developers can work in their environment.
- Dynamic traffic allocation (conversion optimization)
- Native integrations with Shopify, Segment, Tealium, Hotjar, and Mixpanel.
- Customizable dashboards and filters that show the return on investment and performance of your experiences and personalization.
Rates
The price of Kameleoon depends on the size of your traffic over the past year (to take account of seasonality). Once you have a price, it's locked in for one year. So if you expand, you won't have to pay more. There are no hidden fees for user seats or caps for test traffic sizes.
Start with Kameleoon ->
2. JustUno
A powerful suite of website conversion tools to help you convert on a daily basis.
This A/B Testing tool features core visitor intelligence technology that uses predictive analytics to develop actionable insights to help you make better-informed marketing decisions. With JustUno's A/B Testing tool, you will improve the user experience and increase the conversion of your website traffic.
Despite its low price, this tool offers marketers a way to obtain powerful and sustainable test results from the data provided.
By combining user sessions with your audience's micro-interactions, JustUno integrates intelligent data into every product and feature to help you find hidden segments and discover new opportunities to grow your business.
Ideal for: Digital marketers, e-commerce, publishing, and SaaS businesses who want to increase conversions, get new leads, and generate more sales using targeted messages and website promotions.
Features
- A/B testing : Experiment with design and content variants to find out which one resonates with your visitors.
- Omni-channel messaging : Deliver targeted messages that have a unified brand voice.
- Segmentation : Smart segmentation allows you to divide visitors into subgroups in order to send them more relevant messages.
- Advanced targeting : Laser-targeted behavioral targeting rules make it easy to segment the behavior patterns of your audience.
- Analytical : Completeness and quality of data give marketers a solid competitive advantage.
Rates
JustUno starts at $25 per month. There is also a free 14-day trial as well as a free version.
Get started with JustUno ->
3. Zoho PageSense
The versatile software is designed for small businesses with limited funds.
Zoho PageSence allows you to measure key metrics on your website in order to understand the behavior of your online visitors. This allows you to offer them a more personalized website experience that will ultimately drive your conversions. Thanks to this tool, you will be able to perform A/B tests and effectively optimize the conversion of your website.
Given its low price, Zoho PageSense comes with an intuitive user interface and an impressive array of features. As a result, PageSense makes it easy for businesses to streamline the CRO process.
Best for: Zoho PageSense is ideal for small and medium-sized businesses that provide services. Travel websites, SaaS businesses, e-commerce, and agencies of digital marketing.
Features
- A/B testing : Test small changes to your websites to make a big impact on your results.
- Split URL Testing : Completely change the layout of your website to identify the best version.
- Customization : Create unique and personalized experiences for each visitor.
- Tracking goals : Set goals for your website and measure your business goals.
- Funnel analysis : Add and optimize pages that improve the visitor-to-customer journey.
Rates
Zoho PageSense has a free version and offers a free trial for the paid version, which starts at $17/month.
Get started with Zoho PageSense ->
4. Unbounce
The A/B Testing platform helps you find the most efficient landing pages.
Unbounce is a popular landing page builder that offers powerful A/B Testing tools to help you find the best-performing pages on your website. The testing platform allows you to convert your website visitors into leads, customers, and sales. Additionally, the tool has a simple drag-and-drop editor that allows you to build and publish your destination web pages quickly and easily, without the need for a developer.
The test tool provides conversion information that enhances your skills and intuition to achieve the best performance for each campaign. Unbounce is designed to do one thing: help you create and optimize your website landing pages, and they do it extremely well.
Ideal for: Marketers, agencies, e-commerce, and SaaS businesses looking for a landing page solution that is easy to use and that maximizes conversions.
Features
- A/B testing : One of the most popular landing page testing solutions on the market.
- Landing pages : Create, customize, convert, and optimize your pages.
- Popups and sticky bars : create, target, and trigger conversions.
- Integrations : Unbounce works with a lot of other marketing automation and CRM tools.
- Account Management : Helps large teams or agencies stay organized
Benefits
- Landing page templates are a handy resource for those who are starting from scratch.
- Strong split testing capabilities for fast, effective results.
- The user interface is simple and easy to use, ideal for beginners.
- They are designed to integrate smoothly with a variety of other testing and marketing software.
- Unbounce allows agencies to share capabilities with their customers.
Rates
Unbounce plans start at $79/month. You can also take advantage of a free 14-day trial.
Get started with Unbounce ->
5. Adobe Target
A popular platform for AI-powered A/B testing and targeting (price available upon request).
Adobe Target is an enterprise tool for rule-based testing and customizations. It can integrate with multiple platforms like Google Analytics to create reports that you can use for UX testing, personalization, and marketing offers. This powerful tool has increased the order conversion by Sprint by 22%.
With it, you can determine the offers, experiences, and messages that appeal to your audience the most. Then, the tool guides you through a simple three-step process to create the variant, target it based on visitor segmentation, and personalize test goals and settings. Again, the focus is on targeting, as evidenced by the tool's automatic personalization function.
Best for: This personalization and A/B Testing platform for businesses is ideal for medium and large businesses with large-scale, high-powered testing needs.
Features
- Multivariate test : Adobe Target allows you to test different combinations of your segmented audience using its visual editor.
- Conversion Optimization Test : This feature allows you to automatically allocate traffic to your most successful experience.
- Personalization using AI : Easily automate content and product recommendations with Adobe Sensei.
- Optimization of mobile applications : This tool will help you optimize the website and the different combinations of layouts to attract more customers to your website.
- Improving reports : You can integrate Adobe Analytics to improve reporting.
Rates
Adobe Target pricing is available upon request.
Get started with Adobe Target ->
6. EngageBay
EngageBay is an affordable, all-in-one marketing, sales, and service platform for small and medium-sized businesses. ($29.99/month).
The marketing platform ofEngageBay offers a powerful email A/B Testing function (Split Testing) for optimal delivery. This feature allows you to test multiple variants of an email with different subject lines until you find the best possible variant. This improves the user experience, encouraging visitors to open your email and reducing bounce rates.
In addition, it significantly improves CTR (Click-Through Rates). Additionally, with EngageBay's A/B Testing tool, you can test two separate images that you think your audience might find engaging, and then use the one that has the highest click through rate.
Now you can automate testing and free yourself from manual repetition. Predefine the criteria around which you want to measure different campaigns, and let EngageBay email marketing automation take care of the rest.
Ideal for: Startups and small and medium-sized businesses, agencies, solopreneurs, etc.
Features
- A/B testing : This allows you to determine how variations behave across multiple devices.
- Split test : Divide traffic between the control page and different variants.
- Multivariate test : Experiment to find the best combination by testing multiple items.
- Targeting : Segment the website visitors you send to your experiences.
- Customizations : Send 100% of qualified traffic to your winning variation.
- Tracking goals : Use specific goals like page visits and clicks to track qualified visitors and measure the performance of test campaign variations.
Rates
The pricing is very competitive, and the Marketing stack can be purchased as a standalone software, with the most basic plan starting at $7.99/month. The price increases as you evolve, but it's still one of the most affordable solutions on the market today.
Get started with EngageBay ->
Or check out my detailed EngageBay review.
7. Visual Website Optimizer (VWO)
It is a cloud-based solution for A/B testing (price available upon request).
Visual Website Optimizer (VWO) offers A/B testing as a larger service. The platform is used by over 5,000 corporate brands, including Target, eBay, and Virgin Holidays. It is specially designed for corporate brands and the suite allows you to create and run A/B tests, multivariate tests, and split URL tests using a drag-and-drop editor.
La cloud based solution allows you to perform test variations on campaigns, products, features, applications, and websites. You can analyze test results through the robust dashboard. There is also a SmartStats function that uses Bayesian statistics to help you run tests more quickly. This allows you to better control your A/B tests and reach .
Features
- Heat maps : The Visual Website Optimizer provides a simple visual representation of your data using color coding to show how visitors navigate your site.
- Visitor segmentation : Easily determine which segment a visitor belongs to in order to conduct appropriate tests and better understand user behavior.
- Tracking goals : Use specific goals like page visits and clicks to track qualified visitors and measure the performance of test campaign variations.
- Exporting data : VWO's data export services allow you to quickly and easily access all of your event data.
- Traffic distribution : Dynamic traffic allocation helps you reach statistical significance much more quickly.
- Session recording : VWO allows you to enable user session recording to better understand how users navigate your website.
- Multiple tests : You can easily run multiple tests simultaneously because it has a code editor and a visual editor.
Rates
Pricing is based on traffic and features, and ranges from $199/month to $467/month.
Get started with VWO testing ->
8. Optimizely
Optimizely is a powerful A/B Testing tool that also offers headless CMS solutions. (Price available on request).
This A/B testing software is among the industry's leading A/B Testing tools and conversion rate optimization (CRO) platforms.
This tool is used by corporate marketing, engineering, and product teams. It offers solutions that help you meet your website optimization needs as your business grows.
You don't need to have technical knowledge to navigate this software, as it's quite user-friendly and can be used on mobile applications, but features like advanced targeting segmentation are very useful.
With Optimizely, you have powerful A/B Testing and multivariate tools at your disposal. In addition, with the Optimizely web experiment tool, you can conduct multiple experiments on a single page, all simultaneously, giving you the opportunity to test different variables in your application or web design.
Features
- Multivariate test : Quickly determine the combination of variations that gives the best results.
- Planner : Start and stop campaigns at specific times.
- Follow-up on the commitment : See how actively your audience is involved in your content.
- Image hosting : Convenient image hosting service for easy optimization.
- Traffic allocation : Send the desired percentage of qualified traffic to your experience.
Rates
Optimizely pricing is available upon request.
Get started with Optimizely ->
9. Google Optimize
The free solution for most of your company's A/B Testing tool needs ($0/month).
Google Optimize is the free version of Optimize 360, an A/B Testing tool that allows you to create and test different website variants. It is based on Google Analytics, which you need to use the tool.
Although free, the Google Optimize tool is definitely a robust option. It allows you to perform simple A/B tests, multivariate tests, and split page tests using the visual editor.
You also have access to rich behavioral information and the ability to target any valuable audience segment you discover using Google Analytics. It's amazing what a business can do with this free tool.
Great for: Businesses of all sizes that want to get started with split URL testing and conversion rate optimization.
Main characteristics
- A/B testing : Find the most efficient page among several versions.
- Multivariate test : Experiment to find the best combination by testing multiple items.
- Targeting : Segment the website visitors you send to your experiences.
- Customizations : Send 100% of qualified traffic to your winning variation.
- Visual editor and code editor : Choose between simple visual edits and advanced code edits.
Benefits
- It's a free A/B Testing tool from a big name, whose user interface is already familiar to most marketers.
- Once set up, the Google Optimize Data Kit is extremely powerful and will allow you to find all the information you need.
- It allows you to natively note peaks and troughs in order to be able to visualize the data in context.
- It is very easy to set it up and gather relevant data, making it very useful for beginners.
- Tons of user attributes and geographic personalization features allow you to reach a specific target audience.
Rates
You can try Optimize for free, but if your business is limited, you can easily upgrade to Google Optimize 360 for enterprise-grade testing and customization capabilities for your website.
Get started with Google Optimize ->
10. Convert
Convert is a robust A/B Testing and Personalization Tool ($699/month).
Convert has an intuitive system that allows you to easily create A/B, multi-page, multivariate, and split tests using a simple drag-and-drop system. You can also use the advanced style sheet editor to test more dynamic pages. This allows you to better control your content and boost your e-commerce platform or your CMS (content management system).
You can also easily integrate Google Analytics (and 100 other tools) and create customer profiles with over 35 different elements. Additionally, Convert's test tool is becoming more and more popular thanks to its exceptional customer support via livechat and Chatbot.
Ideal for: Small and medium-sized businesses that do internal optimization.
Features
- A/B testing : Includes landing page testing and website conversion rate optimization.
- Split test : Allows you to easily determine which elements on the page give the best results.
- Multivariate test : You can edit various elements on different pages and run an unlimited number of tests to find the best combination.
- Multi-page experiences : Make different changes on linked pages to simultaneously optimize the entire website or funnel.
- Customization : Convert has amazing personalization features that allow you to optimize your visitors' online experience.
Rates
Pricing is based on traffic, with the most basic plan starting at $699/month. For business plans, you should contact the sales department.
Start with Convert ->
11. FreshMarketer
A test tool to obtain unique information for the right conversions from the right audience ($219/month).
Freshmarketer is part of Freshworks' impressive suite of marketing tools. It focuses on A/B testing, split URL testing, and conversion rate optimization. This tool integrates with Google Analytics to test, target, and validate experiences. It even allows you to track the income generated by your experiences.
With Freshmarketer's split URL testing tool, you can test multiple pages and easily turn winning variations into real web pages. Additionally, the tool allows you to see the effectiveness of your designs by using heat maps of each test variation. The offer includes page editing, personalization, and many others CRO features.
Features
- Activity dashboard : It's an all-in-one conversion optimization tool that lets you do everything in one convenient place and on the same page.
- Customizable templates : Get your marketing automation up and running in no time with customizable templates.
- Drag-and-drop interface : The drag-and-drop editor interface, which is extremely easy to use, allows you to try different styles and layouts.
- Engagement analysis : See how your audience engages with your business and gather customer feedback.
- Real-time analysis : Make better marketing decisions with real-time reports on qualitative and quantitative data.
Rates
Rates start at $219/month. Freshmarketer also offers a free option for businesses with fewer than 10,000 monthly visitors.
Get started with Freshmarketer ->
12. Salesforce Integration Studio (formerly Evergage)
Real-time personalization thanks to powerful machine learning algorithms (price on request).
Integration Studio focuses on experimentation and personalization through machine learning algorithms. As a result, the tool is quite similar to Adobe Target, which could exceed the needs of many small and medium-sized businesses.
The A/B Testing tool is ideal for you if you want create the best experiences for your customers based on all the user behavior data you have. Integration Studio allows you to create unique individual experiences across multiple platforms to meet the specific needs and expectations of your customers.
It analyzes essential data, tracks user actions, and automates optimizations based on user habits.
Best for: Integration Studio's advanced A/B Testing features are ideal for technology, retail, and financial services businesses.
Features
- A/B and multivariate tests : Test several variants at the same time and compare your experiences.
- Unified customer profiles : Evergage's data platform allows you to aggregate behavior and manage customer profiles in one place.
- Segmentation : Create segments in real time using a variety of data sources.
- Messaging triggered : Create experiences and messages based on specific behaviors and actions.
- Third-party integrations : Integrations with tools like Google Analytics are available so you can analyze your campaign results across multiple channels.
Rates
The price of Integration Studio is available upon request, but the company offers a free demo so you can determine whether or not the test tool is right for your business.
Get started with Integration Studio ->
13. Dynamic Yield
It is one of the most powerful omnichannel personalization platforms (price available on request).
Dynamic Yield is one of the most powerful and scalable testing and customization tools available on the market. It is a one-stop shop that offers a scalable solution for a wide range of use cases. Also, it works in real time on multiple channels.
Its customer segmentation engine uses machine learning to develop segments, which are then processed through A/B testing, personalizations, content and product recommendations, and real-time messages. It's important to note that Dynamic Yield only focuses on a few sectors, such as gaming, media, travel, and B2C marketers.
Ideal for: UX experts, web analysts, A/B testing professionals, and e-commerce brands with over $3 million in annual sales.
Features
- A/B testing : Dynamic Yield allows you to use predictive tests for multiple variations and dynamic tests.
- Omnichannel personalization : Create seamless customer experiences across channels.
- Behavioral messaging : This allows you to create messages that are relevant to individual visitors.
- WYSIWYG editor : the modernized editor allows you to create test variants, including split testing, layout, design, location, widget header, etc.
- Personalized recommendations : The machine learning engine follows custom rules.
- Customizing ads : Helps you create targeted landing pages on a larger scale.
Benefits
- Dynamic Yield is a well-known A/B Testing software that is trusted by many global brands.
- A comprehensive list of features to help you optimize your entire funnel.
- A powerful tool that offers a wide range of advanced features on a single platform.
- Multiple solutions for different vertical sectors give you the ability to deeply customize them.
- Offers personalization on the mobile web or applications.
- Automatically attributes traffic to the most successful variations, maximizing conversions during the test and effectively achieving statistical significance.
Rates
Dynamic Yield pricing is available upon request.
Start with Dynamic Yield ->
14. AB Tasty
The fast-growing provider of AI-powered personalization and A/B Testing solutions (Price available upon request).
Recognized by many major brands, AB Tasty has proven to be a leading software in conversion rate optimization. According to the gourmet marketplace Pour de Bon, AB Tasty allowed them to create a 25% increase of their total income. This result is not surprising considering the number of tools contained in a single conversion rate optimization software.
With AB Tasty, you get an A/B Testing tool, multivariate testing, marketing tools, funnel testing, personalization tools, split URL testing, and a deep insight into test data. You can also take advantage of AB Tasty's advanced targeting to test different criteria, such as URL, geolocation, and more. To help you validate your tests, the tool provides a real-time display of your tests, as well as their confidence levels.
Great for: Businesses of all sizes. The plans are flexible to suit specific business needs, and if you're new to A/B Testing, you don't necessarily need the additional capabilities offered by other tools.
Features
- A/B testing : Choose the best version by comparing two different variants of the same page.
- Multivariate test : Edit many different page elements simultaneously and offer an interesting funnel test function.
- Heat map : An effective visual that shows you how users interact with your website.
- Cross-device optimization : AB Tasty takes care of websites, applications, and content.
- Funnel tests : You can run funnel tests across multiple pages to optimize your funnel using their visual editor.
- Advanced targeting : the advanced targeting function allows you to test different criteria such as geolocation, URLs, etc.
Rates
AB Tasty offers personalized quotes for individual businesses.
Get started with AB Tasty ->
15. Omniconvert
A great tool for measuring web performance for data-driven growth ($167/month).
Omniconvert offers A/B tests as part of its conversion rate optimization offer. The platform also includes on-page surveys, personalization, layering, segmentation, and a variety of other tools. With Omniconvert's test tool, you'll be able to perform A/B testing on mobile devices, desktops, and tablets.
Additionally, you'll have the option of turning the winning versions of any of your A/B tests into a control version for future testing. Finally, Bayesian and frequentist statistics offer an effective way to validate the tests you perform.
With over 40 segmentation parameters, including traffic source, geolocation, and visitor behavior, with web experimentation, you'll be able to improve the user experience on your website in no time.
Ideal for: It is an ideal A/B Testing solution for digital marketing agencies, mid-sized businesses, and online marketers running e-commerce sites.
Main characteristics
- A/B testing : This allows you to determine how variations behave across multiple devices.
- Split test : Divide traffic between the control page and different variants.
- Test schedule : You have total control over when you decide to run the tests.
- Behavioral targeting : Segment traffic based on over 40 criteria to get more detailed information.
- Visual editor : Quickly and easily change the visual aspects of each page and its variants.
Benefits
- Great customer service with quick response times.
- Extremely easy to install, ideal for those who are just starting out.
- Pop-ups and widget surveys to help you learn more about your visitors
- Detailed reports and numerous integrations with third parties.
- Plugins for WordPress, Joomla, Drupal and PrestaShop.
Rates
Omniconvert's price starts at $167/month, specifically for A/B testing, and then increases.
Get started with Omniconvert ->
16. Intellimize
Intellimize offers predictive personalization to convert more website traffic (price available upon request).
Unlike traditional A/B Testing tools, Intellimize uses machine learning to help you increase traffic to your website. The platform conveniently automates many of the time-consuming aspects of creating and running A/B Testing. Additionally, it automatically tests websites and customizes them for promote customer acquisition and increase revenue.
These dynamic tests and the personalization of websites and landing pages in real time can eliminate much of the laborious tasks that marketers spend most of their time on. As a result, Intellimize customers got an average raise 46% of conversions.
Ideal for: e-commerce and B2B businesses that want to speed up learning and achieve faster results.
Main characteristics
- A/B testing : Quickly and easily administer page changes to a portion of visitors and measure conversion.
- Multivariate test : Direct traffic through a random combination of changes to test several different changes at the same time.
- Conversion goals : Define various user actions as test conversion goals.
- Traffic percentage : Adjust the percentage and proportion of test traffic for each page variation.
- Level of trust : It allows you to visualize and adjust the confidence level of the test.
Benefits
- Intellimize AB tests support the development of ideas.
- Learn and score faster than traditional A/B tests.
- Machine learning discovers the best performing variants 25 times faster.
- The shared experience of countless other tests helps marketers test better ideas.
- Effective personalization makes it possible to show different images and messages to different visitors.
Rates
Intellimize prices can be obtained by contacting the company via the website.
Get started with Intellimize ->
There are other platforms that can help, for example:
- Oracle Maxymiser (known for website testing)
- Sitespect
- HubSpot software (known only for its marketing hub)
- Crazy egg
- Monetate
FAQ - A/B Testing Tools
What functions should I look for in A/B Testing tools?
Rates
This is the first thing that most people consider when choosing a new A/B Testing tool. They then think about ease of use. They then think about how easy it is to use the tool. However, let's say you're serious about using A/B testing as a long-term strategy to help improve conversions in shopping carts like SamCart and ThriveCart.
In this case, you need to take into account many other technical specifications and characteristics. I recommend the best combination of utility, performance, and value, including advanced and core tools.
Performance
One of the big fears of marketers is seeing the loading speed of their site pages slow down because of the A/B Testing or optimization tool they use. In addition to hurting the customer experience, it also hurts your search engine rankings. Script performance is therefore an element that businesses should be wary of when investing in this solution.
The script should be light, fast, powerful, and most importantly, flicker-free (we talk about flickering when the user sees the control before the experience is displayed).
Scalability
Marketers need to find a platform that can evolve as their A/B Testing program evolves. For example, you might start by only needing a graphics editor (a WYSIWYG). But as your tests get more complex, you'll also need a code editor.
Many businesses start with A/B testing on copy and UX before moving on to server-side testing, that is, back-end testing, such as features like product research and recommendation. They can also start with A/B testing and then move on to personalization - experience optimization software adapts to your needs and maturity.
Integration library and software development kits (SDKs)
Integrations with customer data platforms (CDP), content management systems (CMS), email, analytics tools, and even productivity applications will allow you to get more value (and save time) with your A/B Testing tools.
Brands should choose the A/B Testing platform that integrates with the Martech tools they use the most. Choose a test tool that already has your SDK (updated) for those doing in-app testing and server-side testing.
A/B or A/B/C testing
This is a must-have feature no matter what tool you choose. A/B testing means that your visitor sees one version or the other. For example, some test platform tools offer A/B/C testing with three different page variations. However, with the A/B/n test, the test has “n” different versions, and this is a feature that will help you get faster results.
Smart editor
Some A/B Testing tools have built-in platforms, similar to a WordPress interface, where you can create and edit web pages. These tools can be useful for small businesses and marketers that don't have an IT team.
Autopilot mode
This feature is extremely important because if your campaign's conversion rate changes suddenly, a quick response is needed to avoid sending valuable traffic to a poorly performing page. Autopilot mode will instantly divert your visitors to the page with the best results.
A/B test optimization
This function, which is rather an “asset”, is an algorithm that allows Autopilot to complete tests quickly while sending visitors to the best-performing pages. Unfortunately, many test tools distribute traffic evenly between variants A and B. This means that half of the site's traffic goes to the best-performing pages. This means directing half of the site's traffic to a page with a poor conversion. Optimizing A/B testing prevents this from happening, saving businesses a lot of money.
Multivariate tests
Multivariate or MVT tests are those where you perform A/B or A/B/n tests on numerous independent page elements simultaneously, allowing statistical significance to be achieved more quickly. You can choose MVT tests full factorials, which involve showing all possible combinations of the elements on the page.
You can also opt for tests split factorials, where only a fraction of the elements are presented. Data-driven marketing teams can maximize their searches using funnel optimization, predictive analytics, and advanced targeting.
A/B Testing Idea Library
Another luxury feature is the library of test ideas. It will come in handy whenever you don't know what to test. Again, it's useless, but it can be extremely useful for busy marketers who need to constantly come up with new hypotheses to test.
Client-side
This technical specification relates to the operation of A/B Testing platform tools. In essence, the software tells the Internet browser how the page should be displayed. First, it uses multiple Javascript lines to “bookmark” the page. Then, specific content is displayed according to the instructions of the back office system each time the page is loaded. This function also makes it possible to track conversions and obtain information about the customer experience through usability testing tools.
Server side
However, from a technical point of view, the A/B Testing software runs on the same server that compiles the page. After compilation, the finished page is then displayed by the browser. Just as some computer software is only available for Windows and some for Mac, the same is true for server-side software that is only available for specific servers, like PHP.
All of the above features are extremely important, and I wouldn't necessarily say that one factor is more important than the others.
Open source or closed source: While it's not the most important issue, it's a factor for many. Open source code is code that you can review to find out what happens when you use the tool. It's a great way to make sure there's no malicious code, which can make you more secure. However, malicious actors can also look at the code and find ways to more easily victimize platform users.
What are CRO tools?
When someone wants to test pages or designs against each other to see how well they convert on a website, they use CRO tools.
CRO is the acronym for Conversion Rate Optimization, and the idea is to compare variants of a page to see which one converts the best. If that doesn't seem to make a difference, it does, and that's why companies like Facebook use A/B Testing CRO tools to analyze the usability of the site. Likewise, Amazon uses A/B testing to make the payment process as smooth as possible.
How do you analyze an A/B test?
In an A/B test, you will have two specific variations of a page or a variable on a page on your website. While running the test with these tools is easy, analyzing the results can be tricky. To do a full analysis of the test, you need to understand what you are trying to get.
For example, if you're trying to increase site sales, you'll want to look at metrics like cart abandonment rate, bounce rate, upsell conversion rate, and any engagement metrics in your marketing funnel.
You'll compare Variant 1 to Variant 2 to determine which version has the most favorable settings for a positive impact on conversion.
How effective are A/B tests?
A/B testing is more than just helping individuals, teams, and businesses answer one-off questions about what works best. It also allows them to understand why certain elements have an impact on user behavior. That's why A/B testing has proven to be extremely effective in improving conversion rates consistently over time.
eConsultancy studies show that A/B testing generates 25% more leads for e-commerce sites and up to 40% more leads for B2B sites.
For example, by testing ad text, marketers can find out which version gets the most clicks. Likewise, by testing the following elements of the landing page, you will know what is the best layout to convert visitors into customers.
Introducing changes throughout the user experience makes it possible to effectively optimize the incident in order to obtain the desired result while reducing the overall expenses of the marketing campaign. This aspect is crucial for success of any marketing campaign.
Are A/B tests dead?
I've been using A/B Testing tools since I started my career in digital marketing, and it's still as important as ever. In fact, it has become even more important with all the variations in devices like computers, tablets, and cell phones.
Anyone who claims that A/B tests are dead does not fully understand the value of these tests. While they may seem unimportant, a small 7% increase in the conversion rate can translate into extreme growth in overall business revenue.
Summary
As you can see, whether you're a marketer, product manager, or UX designer, there's no shortage of A/B Testing software on the market. In our list of the top 15 A/B Testing software, you'll find something for everyone, including budget, mid-range, and high-end options.
To help you choose the right tool for your needs, here are my recommendations:
- The best solution for large websites with teams of marketers, product managers, and developers looking to create powerful and scalable A/B Testing programs: Kameleoon, Adobe Target, or Optimizely.
- The best A/B Testing tool solution for marketing teams looking for a powerful A/B Testing solution, user-friendly and easy to use : Kameleoon, Convert, or VWO.
- The best testing tools for brands looking to extend A/B testing include personalization, server-side testing, and feature management: Kameleoon, Optimizely, and AB Tasty.
- The best solution for beginners new to A/B testing: Google Optimize (free, but limited).
- The best solution for small businesses looking to optimize landing pages: Unbounce.
