24 Best A/B Testing Tools to Get More Conversions in 2024

As the saying goes, “The only way to know for sure is to try!”

Specifically, in business, you must try many things to succeed. And as Zuckerberg says, “Double the experiments mean double the inventiveness!”

This leads us to a popular technique used in businesses and marketing – A/B testing!

It has become an indispensable tool for optimizing websites and maximizing conversions. According to recent reports, over 50% of marketers leverage A/B testing to boost their conversions.

With the right A/B testing tools, you can test numerous versions of your website or app to see which performs better with your audience. That’s why I’ve compiled this list of the top A/B testing tools worth knowing. 

Continue reading to find out.

What is A/B Testing?

It is a process in which marketers differentiate two or more variations of a marketing asset to determine what performs better. For example, you can test two versions of a webpage identical in all elements but one. The original page is called control, and the slightly varying page is called variation. The website traffic is randomly split between the two pages to see which performs best. The success metric can be conversion rate, click-through rate, open rate, subscription rate, or other visit actions.

A/B Testing Process

• Collecting web page performance data to identify the elements to be optimized. You can collect the required data from surveys analytical or behavioral tools.
• Building the hypothesis using the data to propose the change in the element, i.e., position, appearance, text, or design.
• Creating the variations as per the hypothesis.
• Using A/B testing tools to run the experiment and comparing the results to see how the variation performed against the control.
• Collecting further data during and after the experiment to design the next iteration. You can use survey tools or test data to collect the information.

Types of AB Testing

Businesses leverage multiple types of A/B testing. Here they are:

• Split testing
• Multivariate testing
• Multi-page testing
• Headline and subheadings
• Social proof
• Images and other visual elements
• Navigation bar
• Forms

Read More: How to get started on A/B testing - A complete guide

My Top Three Choices of A/B Testing Tools

The final choice typically depends on your business requirements and what you seek in these tools. If you ask me, here are my top three picks for the best A/B testing tools:

Option A: Qualaroo 

For A/B testing, my top pick is Qualaroo. It offers a range of features that make testing and analyzing different content variations a breeze. With tools like Nudge™ for real-time feedback and customizable forms, I can quickly gather valuable insights from my audience. Plus, its AI-powered analytics and reporting help me make sense of the data and keep things organized. Overall, Qualaroo simplifies running A/B tests and understanding what works best.

Option B: Crazy Egg

This is another fantastic option for A/B testing. It combines everything I need in one platform, including heat maps and session replays, so I can see how users interact with my website. I can also run A/B and split tests simultaneously and edit all the elements without needing to be a technical expert. It also tracks the best-performing variations and automatically drives users to them.

Option C: VWO

VWO is a solid option, too. It’s a comprehensive platform that lets me run A/B multivariate tests and split URL tests and offers behavioral analysis features. One of the things that I appreciate about VWO is its visual editor. The editor is pretty easy to use, allows me to set up variations quickly, and adds elements like popups and banners directly to my website. However, it has a steep learning curve and can be somewhat out of the budget.

List of Top-Rated A/B Testing Tools

If you want to optimize your online presence and drive more conversions, you have come to the right place! Here are some of the best A/B testing tools to help you achieve your goals this year. The tools have been arranged under distinct categories for your convenience. 

Disclaimer: This list is not ranked or prioritized.

UI/UX & Behavioral Analytics Tools

1. Qualaroo

Qualaroo is an easy-to-use customer experience and feedback tool with features to maximize your A/B testing process. Its Nudges™ and pop-up surveys can help you collect contextual feedback on variations during testing, allowing you to examine the testing results and the feedback. 

The tool offers features like branching & skip logic, advanced targeting, and advanced reporting to help you reach the right users. Leveraging all these incredible features is easier using Qualaroo’s integration with other A/B testing and analytics tools. 

Best For: Online surveys, customer service, and lead generation.

What you will like:

• Allows you to create targeted surveys and popups that appear at specific points in the user journey. 
• Ensures your A/B testing is based on real-world data by gathering feedback from the people you want to reach.
• Collects feedback and helps you understand why users take certain actions.
• Integrates with popular tools like Google Analytics to correlate survey data with website performance metrics.
• Tailors survey questions based on user behavior and intent to get more targeted insights.
• Enables you to monitor your progress and measure the impact of your optimization efforts with detailed reports.

What you may not like:

• No downloadable or on-premise version.
• The dark user interface option is not yet available.
• Unlike the paid, the free plan is not attended by a dedicated account manager.

Price: Starts at $19.99/month. Forever free version available with all premium features.

Read More: How to Use Qualaroo to Build Your Hypothesis for an A/B Test

2. Hotjar

Hotjar is a comprehensive user experience analytics tool. It includes features like heat maps, session recordings, surveys, and A/B testing. The tool allows you to add qualitative insights to your A/B tests, helping you understand the deeper motivations behind user intent.

It is a valuable tool if you are serious about optimizing your user experience. It helps you make data-driven decisions that genuinely resonate with your audiences by looking into the “why” behind customer behavior.

Best For: Marketing, product management, designing, customer service, and research.

What you will like:

• Identifies elements that frustrate users, informing your A/B hypotheses.
• Enables you to watch actual user sessions to understand their interactions and pain points.
• Allows you to ask users directly about their preferences.
• Offers a comprehensive suite of tools beyond A/B testing.
• Requires minimum technical expertise to work with.

What you may not like:

• Users may get concerned about collecting personal data.
• The higher-tier plan doesn’t provide sufficient features.

Price: Starts at $32/month. Free version available (up to 35 daily sessions).

3. Zoho PageSense

Zoho PageSense is another one-stop conversion optimization and experience personalization platform for small and medium businesses to optimize their website and boost conversions. 

It comes packed with features like heatmaps, form analytics, web analytics, session replays, push notifications, A/B testing, and more to help you map customer behavior and optimize your website using an experiment-based approach. Plus, it is pretty affordable.

Best For: A/B testing, funnel analysis, form analytics, and session replays.

What you will like:

• Allows A/B testing and Split URL testing.
• Features an intuitive Visual Editor​ so you can create variations easily.
• Provides advanced segmentation options to target specific audiences for your variations based on device, browser, etc.
• Offers an analytics dashboard to analyze your variations’ real-time performance and filter the data as required.
• Offers heatmaps, session recordings, and form analytics to give behavioral insights about visitor actions.

What you may not like:

• The interface is not very user-friendly.
• Has a high learning curve.
• Event recording can take long.
• Data is retained even after cancellation.

Price: Starts at $12/month, billed annually. 

4. HubSpot

Besides being a complete marketing and customer management system, HubSpot is among the top A/B testing tools. The web optimization platform helps A/B test your web pages and marketing emails. It’s an inbuilt feature for professional and enterprise account holders to help them run optimization tests on their landing and web pages. 

This software lets you manage customer interactions, social media, experimentation, website analytics, and customer support under one roof. But the added features also make it an expensive option.

Best For: A/B testing, CRM, and marketing campaigns.

What you will like:

• Helps run A/B tests and Split tests into your web pages, landing pages, and marketing emails.
• Offers variation in minutes using the intuitive yet straightforward page editor.
• Offers multiple choices for the test duration, traffic distribution, and winning metrics while testing the marketing emails.
• Enables you to filter and sort the test result data by time, specific metric, frequency, and other attributes.
• Instantly lets you publish the winner of your A/B test with a click to remove other variations from the website.

What you may not like:

• Expensive paid plans.
• Only useful if you purchase comprehensive plans.
• Limited support for free plans.

Price: Starts from $800/month, billed annually. Free plans available (limited features).

5. Unbounce

Continuing the AI-based A/B testing software theme, Unbounce’s Conversion Intelligence™ Platform is perfect for maximizing ROI in ad campaigns. 

With features like an intuitive landing page builder, AI writing tool (Smart copy), predictive conversion analytics, smart traffic allocation, and more, you can build and optimize your landing pages to drive more conversions.

Best For: Landing page optimization, sticky bars, forms, pop-ups 

What you will like:

• Allows A/B testing and split testing for your website.
• Offers advanced drag-and-drop builder to design landing page elements.
• Leverages the AI-powered engine, Smart Traffic™, to monitor visitor behavior and dynamically route traffic to the relevant variation accordingly to maximize conversions.
• Offers personalization options for your landing pages, such as pop-ups, sticky bars, and Dynamic Text Replacement (DTR) to prompt visitor action.

What you may not like:

• The tool is not budget-friendly for small businesses.
• Requires constant updation of recurring events.
• Customer service could be more supportive.

Price: Start at $99/month. 

A/B Testing & Experimentation Tools

6. VWO

Another A/B testing tool is VWO. It is a comprehensive experimentation platform designed to help businesses optimize their digital user journeys and deliver tailored customer experiences.

It is a popular bucket testing tool that enables client- and service-side testing to optimize your website. It is one of the best Split testing software in the market. Plus, it also provides behavioral analysis tools so you can collect data to build your hypothesis without needing a separate tool.

Best For: A/B testing, heatmaps, session recordings, experience personalization, surveys

What you will like:

• Performs A/B, Multivariate, and split URL tests to test your variations. 
• Offers session recording, heatmaps, on-page surveys, and other methods to gain real insights into visitor behavior and experience.
• Comes with an easy-to-use visual editor that lets you create test variations in minutes. You can also add widgets, such as pop-ups, banners, etc., using the visual editor test on your website.
• Helps create triggers based on visitor behaviors to decide when the widgets are shown to them.
• Integrates with Google Analytics, Kissmetrics, Demandware, Magento, and others.

What you may not like:

• The learning curve is too steep and challenging.
• Relatively expensive.
• Data often doesn’t match up with other sources.

Price: Starts from $392. Free version available (basic features).

7. Crazy Egg

Crazy Egg is a complete suite of behavioral and A/B testing tools like heatmaps, session replays, etc. You can collect data for your experiment hypotheses and run the A/B tests using a single tool. If budget is your top priority when choosing an A/B testing tool without compromising data reliability, Crazy Egg is the right choice.

Best For: A/B testing, heatmaps, clickstream data

What you will like:

• Performs A/B tests and split tests on your website.
• Lets you use the advanced page editor to change elements like images, copy, and CTAs to create variations without the need for a developer.
• Enables you to run A/B tests simultaneously on multiple web pages by adding a snippet code to the desired pages.
• Identifies the winning variation using the testing engine and automatically sends the traffic to maximize conversions.
• Offers heatmaps, session recordings, and click reports to collect data for A/B tests.

What you may not like: 

• Paid plans can be relatively expensive.
• The data collected can be limited.
• Offers limited customizations.

Price: Starts at $99/month. 30-day free trial available.

8. Kameleoon

Kameleoon is among the top enterprise website and mobile A B testing tools. It offers experimentation and full-stack personalization options for client-side, server-side, and mobile apps (iOS or Android).

It also supports AI-based predictive pre-test simulations to help you see how your variation will perform against the control without launching the test. This A/B testing tool is easy to use and can help you develop insights-driven optimization strategies to ensure minimum risks.

Best For: A/B testing, AI-based personalization

What you will like:

• Enables you to run A/B and Multivariate tests for your hypothesis to see what works and what doesn’t.
• Uses the WYSIWYG graphic editor to quickly change elements such as text, colors, product visuals, the size of CTAs, and banners.
• Helps you add and test out widgets such as pop-in, countdown banner, social media bar, visit counter, etc.
• Uses dynamic traffic allocation to redirect visitors to the best variation during the test automatically.
• Offers predictive targeting to analyze the visitor data, predict their behavior, and auto-segment them.

What you may not like:

• Some features are missing in the tool.
• The learning curve is a bit steep.
• You have to depend on your developers for the tool.

Price: Available on request. 

9. Adobe Target

Like other Adobe products, this tool is an enterprise-grade optimization platform powered by self-learning AI algorithms that run winning tests on the web, mobile app, and other platforms on both the client and server sides. 

This A/B testing tool lets you leverage an omnichannel way to optimize every customer touchpoint, delivering the best possible experience and increasing conversions.

Best For: A/B testing

What you will like:

• Offers A/B testing, split testing, Multivariate testing, and Muti armed bandit testing capabilities.
• Uses the WYSIWYG Visual editor to build and test unlimited variations.
• A machine learning algorithm diverts the traffic to the winning variation to maximize the conversions and reach statistical significance faster.
• Offers omni-channel testing and personalization tools to provide a consistent experience across all visitor touchpoints.
• AI automation feature shows relevant product recommendations and offers based on user behavior.

What you may not like:

• Limited cross-channel support.
• Editing on password-protected pages can be challenging.
• The form-based text area is too small to write the code.
• Local installation support can be slow and less knowledgeable.

Price: Available on request.

10. Statsig

Statsig is a product observability platform that helps you track and analyze the performance of your product experiments and features. It processes the data to give you analytical insights into their impact on your product. You can log all your experiment data on Statsig and let it process the event data for valuable insights.

Its user-friendly UI makes it easy to understand and interpret your experiment data, highlighting the most important observations.

Best For: A/B testing, product development, engineering, data science, and UI/UX.

What you will like:

• Speeds up the experimentation and iteration processes for faster product development cycles.
• Offers an intuitive interface, ensuring easy understanding for everyone.
• Seamlessly integrates with popular tools and frameworks.
• Leverages scalable pricing, so you pay for what you use.
• Offers a free tier with unlimited feature flags, 2 million monthly events for analytics and experiments, and 10,000 session replays.

What you may not like:

• Sometimes, the features can be overwhelming.
• Early data can be noisy, giving inaccurate insights.
• Due to feature usage, contracts with Statsig can grow in size, leading to higher costs.
• Price: Starts at $150/month. Free version available (limited features available).

11. Split

Split is a SaaS-based feature management tool that enables engineering teams to decouple feature releases from deployment. This way, new features can be deployed incrementally and controlled with feature flags.

The tool has a user-friendly interface for creating segments based on user attributes, managing feature flags, and integrating with metric services for data-driven decision-making.

Best For: A/B testing, product management, and engineering.

What you will like:

• Leverages data from multiple sources to create segments and measure flag behavior, enabling more informed feature releases.
• Allows for greater flexibility over feature visibility for different regions.
• Supports progressive delivery and risk-free release by integrating with CI/CD pipelines.
• Offers various features like kill switches, A/B testing, and beta testing.
• Protects sensitive information using in-app SDKs to store feature flag rules locally within your application.

What you may not like:

• High-tier plans may be expensive for smaller teams.
• Lacks feature flags with automatic analytical insights.
• No advanced targeting options available.

Price: Starts at $33/month. Free version available (limited monthly tracked keys).

12. Oracle Maxymiser

Oracle Maxymiser is a part of the Oracle Marketing Tool Set. It offers advanced website testing, visitor personalization, product recommendations, and real-time behavioral targeting to optimize your website and mobile app performance. You can simultaneously test, optimize, and personalize your marketing campaigns to deliver a consistent experience.

Best For: A/B testing

What you will like:

• Provides tools for A/B testing, Multivariate testing, and funnel testing.
• Offers website testing, advanced website testing, real-time behavioral targeting, in-session personalization, etc.
• Uses the visual editor to create variations and design your campaigns by setting rules and personalization options.
• Has a powerful statistics engine to automate the testing. 
• Automatically calculates the test duration, manages traffic allocation during the test to boost statistical significance, and calculates confidence level. 
• Offers heat maps, in-session data, and customer journey insights to help deliver a truly personalized experience across devices.

What you may not like:

• Standardized reporting options are not available.
• The platform can be developer-intensive.
• Setting up tests can be a challenge.

Price: Available on request.

13. ABsmartly

Popular as an A/B testing platform, ABsmartly offers a unique approach to experimentation. Its Group Sequential Testing (GST) engine allows you to run tests much faster than traditional methods. 

It offers a comprehensive suite of data analysis, collaboration, and integration features. Users can leverage robust analytical tools to make informed decisions and seamlessly integrate with their existing tech stack.

Best For: A/B Testing

What you will like: 

• Offers unlimited experiments, users, and goals, ensuring you can test without limitations.
• Leverages GST for quicker experimentation, enabling faster insights.
• Offers features like interaction detection, full-stack integration, real-time reports, data deep dives, and more.
• Fosters collaboration between development teams and products with features like Social Feeds.

What you may not like: 

• Additional setup is required for SDKs.
• Initial sync can take a long time.
• There is no visual editor, so experiments are coded directly into the codebase.

Price: Available on request.

14. AB Tasty

AB Tasty is a SaaS application created for marketers to optimize their website and conversion rate without much technical know-how. Its Widget Library allows you to add features like chat functions, popups, surveys, and countdowns.

AB Tasty is among the top CRO tools for companies getting started with optimization techniques. It provides plenty of features to run variation tests to improve your website. You can leverage powerful traffic segmentation options and the Bayesian-based statistics engine to drive reliable results for your experiments.

Best For: A/B tests on your website, app, or product 

What you will like:

• Allows you to perform A/B, Split, Multivariate, and Multipage tests.
• Intelligently sends traffic to winning variation after reaching statistical reliability using dynamic traffic allocation.
• Enables you to set different campaign triggers to launch personalized messages at precisely the right moment.
• Utilizes machine learning, behavioral, transactional, and location-based data to personalize user experience. 
• Uses Al algorithms to segment the traffic as disengaged, wanderers, valuable, and clients.

What you may not like:

• There is a slight learning curve for the visual editor.
• Reporting is not as robust.
• QA can be challenging on mobile phones.

Price: Available on request.

Related Read: 16 Best UI/UX Tools for Designers

15. GrowthBook

GrowthBook is an open-source feature flag and experimentation tool that offers a centralized platform for teams to safely release, target, and measure the impact of product changes. It is a reliable assistant that helps you experiment with new ideas, measure their effects, and make more informed decisions. 

You can decide how and when to launch new features, ensuring a smooth rollout for your users. From small startups to large enterprises, GrowthBook can help you achieve your goals.

Best For: Feature flagging, experimentation, and A/B testing.

What you will like:

• Maintains a clean codebase by separating feature development from deployment.
• Helps conduct controlled experiments to measure the impact of product variations.
• Gives you complete control over your data and infrastructure with the self-hosting option.
• Offers lightweight SDKs to minimize your load times and improve user experience.
• Gives you a centralized platform for better collaboration and communication among team members.

What you may not like:

• Limited customization options compared to other proprietary platforms.
• The tool is not as intuitive.
• Some users might not like the UI experience.
• Lacks API integrations.

Price: Starts at $20/user/month. Free version available (Basic features).

16. Eppo

Eppo is a robust and comprehensive feature management and experimentation platform made to help organizations accelerate experiment velocity and make data-driven decisions. It offers several features that enable teams to conduct advanced A/B testing, feature flagging, personalization, and AI model evaluation. 

You can streamline your experimentation processes and improve product outcomes, prioritizing rigor, efficiency, and data privacy.

Best For: A/B testing, feature flagging, product development, and experimentation.

What you will like:

• Ensures data integrity and privacy by keeping the data within your organization’s warehouse.
• Provides robust analysis and experimentation methods like sequential, fixed sample, and Bayesian approaches.
• Offers feature flagging for controlled rollouts, A/B testing, feature gates, kill switches, and dynamic no-code configuration.
• Offers experimentation veterans and resources to help build a culture of experimentation.
• Gives optimized pipelines to keep your data warehouse bills down.

What you may not like:

• Native warehouse makes assumptions about your underlying data models.
• There are no real-time updates.
• It has some UI and bug issues.

Price: Available on request.

17. Conductrics

Conductrics is a unique platform that combines testing, predictions, and surveys into a single solution. This lets businesses understand their customers better and make data-driven decisions.

By measuring customer behavior and attitudes, the tool helps companies optimize traditional A/B testing to offer a unified approach to CX optimization and advanced testing experience.

Best For: Customer experience and A/B testing.

What you will like:

• Combines testing, machine learning (ML), and surveys for a holistic customer experience optimization approach.
• Utilizes ML to identify key audiences and predict behavior.
• Integrates with A/B tests to gather feedback and measure satisfaction.
• Offers robust Multivariate and A/B testing features to run experiments at scale.
• Offers guardrails to prevent errors and ensure the validity of your experiments.

What you may not like:

• Requires in-depth knowledge of decisioning agents available in most programs.
• It has some interface challenges.
• Data reporting features could be enhanced and made better.

Price: Available on request.

18. Apptimize

Apptimize is your go-to tool to turn your product ideas into results. It is a Multivariate testing and feature release management solution for mobile apps, websites, and OTT. 

Whether you want to increase revenue or improve the user experience, this tool can help you achieve your goals. Apptimize is like a lab for your product. You can test different versions, measure their impact, and learn what works best for your users. This helps make you more informed decisions.

Best For: A/B testing, experimentation, product development, and engagement.

What you will like:

• Enables testing and personalization across numerous channels through cross-channel optimization.
• Helps achieve significant increases in your metrics.
• Simplifies the experimentation process for teams of all sizes using a user-friendly interface.
• Seamlessly integrates with popular analytics and push tools.

What you may not like:

• There is a high learning curve.
• It’s not too reasonably priced for smaller teams.
• Limited customization for specific use cases.

Price: Available on request. 

19. Convert Experiences

Convert is a highly powerful testing and personalization tool best suited for CRO experts and agencies. It is one of the best A/B testing platforms, providing a flicker-free experience to visitors during the experiment. 

With advanced test targeting, in-depth real-time reports, visit tracking, and over 100+ integrations, it can help you launch winning tests with minimal effort.

Best For: A/B testing

What you will like:

• Provides A/B testing, Split testing, Multivariate testing, and Multipage testing capabilities.
• Offers an inbuilt drag-and-drop editor and a style sheet editor to create test variations and dynamic pages.
• Target your visitors during and after the tests to drive maximum conversions. Target them by device, source, cookies, location, and JS events.
• Also provides post-test visitor segmentation to identify new/returning users, browsers used, campaigns clicked, and locations.
• Ensures flicker-free and blink-free testing with its SmartInsert™ technology, reducing bias and improving page load speeds.

What you may not like:

• Basic user interface compared to other competing tools.
• There is a steep learning curve.
• Technical issues and bugs.
• Limited customizations available.

Price: Starts at $399/month. 

Personalization & Optimization Platforms

20. Dynamic Yield

Dynamic Yield is another enterprise-grade experience personalization and bucket testing tool that provides extensive features for building your hypothesis, running the tests, and implementing the changes using a single tool.

You can organize the customer data from different workspace tools under one dashboard, run successful A/B tests and use inbuilt behavioral targeting tools to deliver a personalized customer experience.

Best For: A/B testing and product recommendations.

What you will like:

• Features client-side and server-side testing. You can run A/B, Multivariate, and Split URL tests across the website, apps, email, and even display ads.
• Offers a WYSIWYG editor to create test variations, including the layout, design, location, and widgets header.
• Easily integrates with marketing platforms like DMPs, web analytics, and tag managers.
• Leverages the combinations of Bayesian and multi-armed bandit algorithms to eliminate errors and calculate test confidence levels. 
• Allows you to set trigger notifications, messages, and emails based on visitor behavior to maximize engagement across various channels.

What you may not like:

• Limited customization and flexibility.
• There is a steep learning curve.
• The UI can be complex.
• Difficulties in integrations.

Price: Available on request.

21. Evolv

Compared to other A/B testing tools, this one is a little different. Evolv leverages AI to produce accurate A/B testing and optimization results for your websites. This website A/B testing tool tracks actual customer behavior across all platforms in real time to train the machine learning algorithm to predict the experiences that will produce the best results. 

With the Evolv AI, you can run continuous experiments using the data from the previous test to fuel the hypothesis for the next one and produce winning variations.

Best For: A/B testing, Multivariate testing, and on-site personalization.

What you will like:

• Supports A/B Testing and Multivariate testing.
• Uses artificial intelligence (AI) to improve experimentation ROI by increasing test velocity and win rate.
• Automatically identifies which hypotheses are positively impacting performance and those which are not.
• The AI feature uses the data to automatically generate new experiments to search for higher performance within an experiment.
• Allows you to evaluate many hypotheses simultaneously using a single experiment by presenting personalization and optimization ideas that would work best for you.

What you may not like:

• It requires a learning curve for teams new to A/B testing.
• Requires time to set up and analyze. 
• Large-scale implementations can be expensive.

Price: Available on request.

22. Omniconvert

Among our A/B testing tools, Omniconvert offers several features to help you test your hypothesis and deploy the improvements on your website, tablet, or mobile AB testing and Split testing software. 

You can make data-backed changes to your website with multi-goal tracking, advanced traffic segmentation, real-time customer data, AI-based automated experiments, and in-depth experiment analytics. It also offers an integrated survey platform to collect valuable insights from customers.

Best For: A/B testing, website personalization, surveys, and in-depth analytics.

What you will like:

• Offers A/B testing and Split URL testing capabilities.
• Segments visitors based on 40+ parameters such as page visits, traffic source, time, location, and language
• Offers both Bayesian and frequentist algorithms to calculate the variations’ performance and other metrics.
• Helps set several personalization options, such as recommendations, pop-ups, survey forms, welcome messages, navigational tooltips, reviews, etc., based on user segmentation.
• Integrates easily with Google Analytics so you can export all the data to your analytics account. 

What you may not like:

• Personalization and customization can get tricky.
• The tool often gets buggy and doesn’t work correctly.
• More resources are required for onboarding and comprehending the tool.

Price: Available on request. 

23. Intellimize

Intellimize is an AI-driven platform designed for website optimization and personalization. It offers a suite of features, including AI-powered website personalization, A/B testing, and rules-based optimization. 

The tool helps create dynamic, personalized experiences for website visitors without relying on first or third-party data. It emphasizes rapid experimentation and iteration, providing tools like generative AI for copywriting and playbooks.

Best For: CRO, marketing, eCommerce, demand generation, and A/B testing.

What you will like:

• Delivers 1:1 personalization for each visitor, tailoring the website experience to individual preferences.
• Enables you to launch and test new ideas quickly, with unlimited variations available for experimentation.
• Provides clear metrics on the effectiveness of experiments, demonstrating tangible improvements.
• Offers robust customer support through various channels.

What you may not like:

• Lacks native integrations.
• No means of bulk-upload.
• Not all features are user-friendly.

Price: Available on request.

24. Mutiny HQ

Mutiny HQ is a powerful AI-driven personalization platform that enhances B2B marketing efforts by creating highly targeted microsites and personalized website experiences. It focuses on account-based marketing (ABM) using actionable data and identity resolution to tailor content.

The platform offers a robust visual editor for non-techy users to customize their microsites without any codes. Moreover, you can seamlessly integrate it with sales workflows to boost velocity.

Best For: ABM, sales and marketing, A/B testing, and lead generation.

What you will like: 

• Enables you to create highly relevant microsites tailored to individual target accounts automatically.
• Offers a visual editor to easily create and modify microsites, making advanced personalization accessible without technical know-how.
• Offers Account Executives (AEs) with actionable insights to accelerate deal velocity.
• Helps measure the impact of personalized experiences on pipeline generation and revenue. 

What you may not like:

• Lacks customization capabilities for personalization.
• Reporting has limitations.
• There are limitations in custom codings.

Price: Available on request.

Why is A/B Testing Important?

A/B testing is one of the easiest and most fruitful ways to determine what gets people to sign up or purchase products or services. Here’s how it is significant:

Simplified Testing: A/B testing simplifies evaluating different content elements by allowing you to compare two or more variations directly. You can see which of the two images performs better or check how one variation of your web pages brings in leads.

Informed Choices: With A/B testing, you get a clear picture of your audience preferences. You get data-backed insights into what resonates with them. This means you can make wiser decisions based on actual data, not some random guesses.

Better Lead Conversion: By applying what you learn from testing, you can tweak your content to match what your customers want. This results in boosted conversion rates and more leads coming your way.

How to Build Your A/B Testing Hypothesis

Before using your A/B testing tools, you need to develop a viable experiment hypothesis to produce a positive effect in your test. An unreliable hypothesis may decrease the page’s performance instead of optimizing it.

Here are some practical ways, or rather A/B testing best practices, to collect data for building a data-backed hypothesis:

Qualitative Data (Surveys)

Qualitative data complements the analytical & behavioral data sets to let you understand the reasons behind customers’ behavior. 

Using advanced survey tools like Qualaroo opens up new opportunities to hyper-target different audience segments at the right time and ask focused questions to gauge their experience.

a) Collecting Feedback Data Before & After the A/B Test

You can use advanced targeting options to survey visitors based on their demographics, behavior, actions, and other attributes. You can then channel these insights into building your variations.

For example:

• If a webpage’s conversion rate is low, surveys can help you uncover the reasons behind the observed performance. It can be a pricing issue, a broken link, unoptimized content, or a problem with messaging.
• You can embed simple surveys on the webpage to ask targeted questions from the visitors to understand their issues and reservations, such as:

• How well does the website meet your needs?
• Did you find what you were looking for?
• Is there anything preventing you from purchasing at this point?
• Was the information clearly presented?
• What could we do to make this site more helpful?

• Use the feedback data to build your working hypothesis for the A/B test.

Today, many survey tools provide AI-based analysis techniques like sentiment analysis to help dig through the response data, making the testing faster and more efficient.

b) Collecting Feedback Data During the A/B Test

The right survey tool will also help you collect feedback during the A/B test to gather valuable insights for the next iteration. Integrate the tool with your A/B testing software to survey the visitors landing on any desired test variation.

Whatever tool you use, ensure it provides you with all the options to create personalized and targeted surveys to collect visitor feedback.

Read More: Best Customer Feedback Tools In 2024

2. Analytical Data

Analytical data can help you gauge the performance of your website and find the points of optimization.

Here’s how you can use tools like Google Analytics to collect data for your A/B testing hypothesis:

• Compare your target web page’s bounce rate and traffic with the website’s average.
• Compare the conversion rates of similar landing pages to see which page needs to be optimized.
• To build your hypothesis, create a custom report, compare the performance of two pages using custom properties, export the reports to spreadsheets with a click, and much more.

3. Behavioral Data

Behavioral analysis tools let you visualize and compare customers’ journeys on your website.

For example:

• Session recording tools like SessionCam let you see how visitors behave and interact on your website to identify navigation and interaction patterns.
• Heatmap tools like Fullstory help you identify the most interacted sections and page elements using a color-coded spectrum.
• Eye-tracking feature shows which elements attract the most attention on the web page.

Behavioral analysis tools are ideal for collecting data on the perfect position of the page elements, like the CTA button, to maximize engagement.

How to Choose the Right A/B Testing Tool

Selecting the right A/B testing software depends on individual requirements and restraints. Here are some of the factors to consider while making the decision:

1. Scope of Your Experimentation

Defining the testing scope will help you narrow the testing capabilities of your A/B testing tools. 

Are you planning to run only A/B tests, or do you also want the tool to handle page and multivariate testing? 

All tools for A/B testing work differently and provide different test types. So, look for the one with all the needed features if you don’t like to switch the tools. But if you want A/B testing tools that are good at specific things, you can create your A/B testing tools stack.

2. Budget

A/B testing is an iterative process, making budgeting an essential aspect of implementing a testing environment. You may need to rerun a test multiple times to produce the desired effect before proceeding to the next iteration. 

It requires time and resources, and your budget will set its upper limits. Some A/B testing tools are free, like Wasabi, while others cost more than $200/month. So, find the tool that doesn’t poke a big hole in your pockets.

3. Impact on Your Website Speed

Some testing tools can adversely impact your website speed while running the test. A slow-loading page can increase bounce rates and frustrate users, decreasing conversions. In this case, the control and variation would not perform optimally, making the A/B test results unreliable even if the required sample size is reached.

4. Minimum Flicker Effect

The flicker effect is when the user momentarily sees the original web page before being redirected to the assigned variation. Flicker can impede the user experience and skew your test results. So, it’s best to choose a tool without a flicker effect to maintain the reliability of your A/B tests.

That’s why checking that the A/B testing tool does not slow down your website is necessary.

Must Read: Best Customer Journey Mapping Software

Power Up Your A/B Testing Game!

You can empower your user experience strategies by leveraging these A/B testing tools to explore how you can improve the experience. 

You don’t have to restrict yourself to a single A/B testing tool when you can get the best of all. 

For example, for verbal and direct user feedback on your variations, you can always count on Qualaroo. Its conditional pop-up surveys are the best way to collect user contextual insights before, during, and after testing. You can go for CrazyEgg for its heatmaps and session recordings functionality to get detailed customer behavior insights. 

It all comes down to what you need to make your A/B testing effort successful. So, analyze your business needs and choose an A/B testing software that matches your budget and requirements.