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25 Best A/B Testing Tools to Help You Convert in 2024

If you’re reading this, chances are you’ve been trying to find the perfect A/B testing tool for your website or app. 

But why even bother? Because it’s an essential part of optimizing your website or app for maximum user engagement and conversion rates. 

With the right A/B testing software, you can test different versions of your website or app to see which performs better with your audience.

For example, Hootsuite improved the conversion rate of its homepage by 16% with A/B testing and conversion optimization.

This example tells us that making data-driven decisions to improve the user experience is ultimately the bottom line.

That’s why we’ve compiled a list of the top A/B testing tools you need to know about. 

Apart from discussing how to build a hypothesis and what to look for in A/B testing tools, we’ll cover these points for each A/B testing software on our list:

  • Features
  • Pros
  • Price
  • Best for
  • Integrations
  • Suitable for (start-up, mid-sized, or large businesses)

So without further ado, let’s cover the basics to find the best A/B testing software for you!

What is A/B Testing?

In A/B testing, you 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 page performs best.

The success metric can be conversion rate, click-through rate, open rate, subscription rate, or other visit actions.

A typical A/B testing process includes the following steps:

  • Collecting web page performance data to identify the elements to be optimized. You can use surveys, analytical tools, or behavioral tools to collect the required data.
  • 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.
Read More: How to get started on A/B testing - A complete guide

21 Best A/B Testing Tools for 2024

Let’s get on with your list of top 21 A/B testing tools that you can use for collecting feedback, monitor user behavior using heatmaps, session recordings, and more for effective testing.

1. Optimizely

Best For: A/B testing, website personalization

Suitable for: Small to big businesses

Integrations: Yes

Let’s kick-start the list with experience management and A/B testing tool, Optimizely. You can create and manage your CMS system, build your website and run controlled A/B tests using the same tool.

It is an executive A/B testing platform, ideal for big companies with high traffic volumes to test and optimize their website.

What Makes Optimizely One of the Best A/B Testing Software in the Market?

  • Efficiently run A/B tests and multi-page tests.
  • Offers a powerful visual editor to build and test variations.
  • You can allocate traffic to the variations manually or use the Stats Accelerator to distribute traffic depending on visitor behavior automatically.
  • Incorporates powerful stats engines to analyze the tests and show readings like confidence interval, conversion rate probability of variations, etc. 
  • See the test numbers on a single screen from the dashboard.
  • Segment visitors on various parameters such as campaign, geography, device, browser, cookies, campaign, etc., to optimize every touchpoint.
    Use the dashboard to manage the experiments, compare goals, track conversion rates, Improvements, etc.

Why We Chose Optimizely:

  • Apart from the initial setup, the tool is easy to use.
  • Extensive library of training materials to get you started.

Price: Available on request.

Bonus A/B Testing Tool: Qualaroo

Qualaroo is a customer experience and feedback tool with features to maximize your A/B testing process. 

Its NudgeTM pop-up surveys can help you collect contextual feedback on variations during testing. This way, you can examine the results from the testing along with the feedback. 

The tool offers features like branching and skip logic, advanced targeting, and advanced reporting so that you reach out to the right users. Leveraging all these incredible features is easier using Qualaroo’s integration with Optimizely

2. Dynamic Yield

Best For: A/B testing, product recommendations

Suitable for: Small to big businesses

Integrations: Yes

Dynamic Yield is another enterprise-grade experience personalization and bucket testing tool that provides extensive features to build your hypothesis, run the tests and implement 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.

Here’s Why Dynamic Yield Makes the Cut for Leading A/B Testing Tools:

  • Features client-side and server-side testing. You can run A/B tests, Multivariate tests, 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, widgets header, etc.
  • Dynamic Yield easily integrates with marketing platforms like DMPs, web analytics, tag managers, etc.
  • Automatically allocates traffic to the best performing variations to maximize conversions during the test and achieve statistical significance faster.
  • Agile statistical engine leverages the combinations of Bayesian and multi-armed bandit algorithms to eliminate errors and calculate confidence levels in the tests to ensure high reliability and improve ROI 
  • Also provides predictive targeting to personalize visitor experience to show the most relevant content to visitors and dynamically restructure the page based on their preferences.
  • Omnichannel personalization solution allows you to set trigger notifications, messages, and emails based on visitor behavior to maximize engagement across various channels.

Why We Chose Dynamic Yield:

  • Provides in-depth options and flexibility to target specific audience types for your A/B tests.
  • Excellent tool to show personalized product recommendations to visitors.
  • Inbuilt templates to set up A/B tests without the need for developers.

Price: Available on request.

3. Convertize

Best For: A/B tests, experience personalization

Suitable For: Small to big businesses

Integration: Yes

Convertize is a smart A/B Testing tool that fits everyone’s budget. It features advanced techniques like Autopilot™ that lets you run efficient A/B tests while maximizing the conversions simultaneously.

You can go from having a data-backed hypothesis to running a successful experiment in a matter of hours without bugging your developers. Plus, the hybrid statistics approach produces highly reliable results with more accurate statistical confidence.

How is Convertize a Smart A/B Testing Software?

  • Use the drag-and-drop SmartEditor™ to create the variations.
  • Convertize Autopilot™ automatically manages traffic in the A/B test and shifts more visitors to best-performing pages to maximize conversions while optimizing it.
  • Automatically responds instantly to behavior trends and uses historical data to optimize conversions.
  • Convertize prevents A/B flicker and provides improved load speeds to pages.
  • Hybrid Statis Engine uses combined Bayesian and Frequentist methods to calculate test metrics such as CR%, confidence level estimated test duration, etc., to ensure error-free testing and high statistical significance.
  • Offers personalization options like Nudges, social proofs, and FOMO messages to increase conversions.
  • Can easily add Convertize to the tag manager or CMS platform you already use.

Why We Chose Convertize:

  • Provides an intuitive visual builder to design variations quickly.

Price: Starts at $49/month.

4. Google Optimize

Google Optimize

Best For: A/B test, split URL test, multivariate test

Suitable For: Small to big business

Integration: Yes

As the name suggests, Optimize is Google’s A/B testing solution that gives you one of the best data analysis tools in conjunction with Google Analytics. Along with testing capabilities, it also offers server-side testing, customizable URL rules, experience personalization, and more, so you can test and deliver online experiences to engage visitors. 

Using Google Optimize requires a bit of technical expertise, but it is still among the best A/B testing tools at an affordable price, i.e., for free.

Features That Make Google Optimize More Than Just a Split Testing Software:

  • Can run A/B tests, Multivariate tests, Split URL tests, and Redirect tests using Google Optimize.
  • Has a WYSIWYG-editor so that you can create and deploy your variations quickly for any device.
  • Can segment your audience according to the source, device, location, etc., to personalize their experience.
  • Lets you set objectives and goals to measure your hypothesis’s success as you run the test.
  • Analytical engine utilizes Bayesian inference to show you the real-time performance of your variations compared to the control, such as success probability variants, etc.
  • Natively integrated with Google Analytics to give real-time insights about visitor behavior, website performance, traffic sources, etc.

Why We Chose Google Optimize:

  • Open-source A/B testing 
  • Provides a Chrome extension to make changes to the live website.
  • Native integration with other Google tools to analyze the A/B test reports.

Price: Optimize comes in two versions as Optimize, free, and Optimize360, a paid version.

5. AB Tasty

AB Tasty

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

Suitable For: Small to big companies

Integration: Yes

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.

Here’s Why AB Tasty Is Among the Best A/B Testing Tools:

  • Allows you to perform A/B tests, Split tests, Multivariate tests, and Multipage tests.
  • Use the drag and drop editor to create and test variations.
  • Its dynamic traffic allocation intelligently sends traffic to winning variation after reaching statistical reliability.
  • Create any combination of goals to evaluate the performance of your experiments. Define events such as clicks and mouseovers, add widgets, etc.
  • Set different campaign triggers to launch personalized messages at precisely the right moment.
  • Utilize machine learning, behavioral, transactional, and location-based data, etc., to personalize user experience. Study the ROI of your campaigns and analyze test reports and confidence levels in real-time. 
  • Uses Al algorithms to segment the traffic as disengaged, wanderers, valuable, and clients.
  • Can offer in-depth personalization options such as social proofs, image matchmakers, progress bar, etc., based on segmentation.
  • Integrate with other tools to send your campaign reports with one click.

Why We Chose AB Tasty:

  • Works on both websites and mobile apps.
  • An intuitive editor to set up the experiment without any coding.
  • Supports client-side and server-side testing.

Price: Available on request.

Related Read: 16 Best UI/UX Tools for Designers

6. VWO

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

Suitable For: Medium to large enterprises

Integration: Yes

Here’s Why VMO is one of our top A/B Testing Tools recommendation:

Another one of the A/B testing tools is VWO. It is a widely popular bucket testing tool that enables client-side 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 the need for a separate tool.

  • Perform A/B tests, Multivariate tests, and split URL tests to test your variations. 
  • Offers session recording, heatmaps, on-page surveys, etc., to get real insights about visitor behavior and experience.
  • Comes with an easy-to-use visual editor that lets you create test variations in minutes. You can also add various widgets such as pop-ups, banners, etc., using the visual editor test on your website.
  • Create triggers based on visitor behaviors to decide when the widgets are shown to them.
  • Has an advanced code editor to make changes directly in HTML/CSS/JS.
  • Provides asynchronous coding to reduce flicker and improve page load speeds.
  • Employs SmartStats feature shows you test results and calculates the conversion probability of each variation, statistical significance, etc.
  • Allows visitor segmentation and custom dimensions to create new segmentations.
  • Integrates with Google Analytics, Kissmetrics, Demandware, Magento, and others.

Price: Starts from $321. Free version available

Why We Chose VWO:

  • One-stop solution for CRO solutions.
  • You can combine the A/B testing data with the funnel analysis to track the effect on various segments across the funnel.

7. Obviyo (Formerly HiConversion)


Best For: A/B testing, AI-based product recommendations

Suitable for: Small to big businessesIntegrations: Yes

Obviyo is a hyper-personalization, A/B testing software that uses machine learning and AI-powered testing and optimization techniques to render the best possible experience to your customers. 

This A/B testing tool’s adaptive engine lets you test multiple pages in parallel and dynamically allocate traffic to winning variation to maximize lifts. 

What’s more, it analyzes and organizes the customer data in real-time to generate insights to be used in the next iteration, making the experimentation process more agile and fast.

Why Choose Obviyo as the A/B Testing Tool for Your Business?

  • You can run A/B tests and Multivariate tests.
  • Use more than 100+ templates to create your test variations easily.
  • Dynamic traffic allocation feature automatically identifies winning combinations and drives traffic to the best variation to maximize the conversions.
  • With full MVT capabilities and Live data optimization, HIconversion’s self-learning AI allows you to continuously experiment and improve the website.
  • Powerful AI-based personalization offers real-time product recommendations to visitors based on their behavior and context.

Why We Chose Obviyo:

  • Powered by Amazon’s hyper-personalization engine to show recommendations in real-time 

Price: Starts from $49/month. Free version available

Read Also: 14 Best Live Chat Software

8. Unbounce

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

Suited For: Small to big enterprises

Integration: Yes

Continuing on the AI-based A/B testing software theme, Unbounce’s Conversion Intelligence™ Platform is perfect for bringing in maximum ROI on your 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.

Here’s Why We Added Unbounce to the List of Best A/B Testing Platforms:

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

Price: Plans with A/B testing features start @$120/month.

Why We Chose Unbounce:

  • Flexible inbuilt website analytics engine, which is easier to set up than Google Analytics goals.
  • SmartCopy feature helps in writing targeted page content.

Price: Start at $99/month.

9. Fresh Marketer(Freshworks CRM)

Best For: A/B testing, CRM, chatbots

Suitable for: Small to big businesses

Integration: Yes

With Freshworks CRM (formerly Freshmarketer), you get a one-stop marketing and CRO solution that offers tools for A/B testing, marketing automation, and website personalization. 

You can track the results of your A/B test by assigning conversion-based metrics to your testing goals like added to cart, successful order placed, etc., which makes more sense than tracking just clicks. Plus, it also supports inbuilt heatmaps to collect quantitative data during the test for further iterations.

What Makes Freshworks a Complete Conversion A/B Testing Tool?

  • Provides A/B testing, Split testing, and funnel analysis tools.
  • Uses a robust WYSIWYG visual editor to help you create variations for your tests.
  • Can set up goals, custom events, and targeting options for each variation through the visual editor to quickly set up the tests.
  • Segment the traffic to target the audience in a variation based on traffic, device, new visitors, etc.
  • Can use the advanced calculator to determine the sample size required, optimal test duration, statistical significance, etc.
  • Informative reports section shows the performance of each variation in terms of conversion rate, uplift, visitors, duration of the test, etc.
  • Offers many marketing tools and CRO tools such as chats, workflow automation, session replays, and heatmaps.

Why We Chose Fresh Marketer:

  • Add and track goals for each A/B test directly from the dashboard.
  • Inbuilt heatmaps to collect behavioral data.

Price: Starts@$29/month.

Read Also: 30 Best Website Feedback Tools

10. Omniconvert

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

Suitable for: Medium to big businesses

Integrations: Yes

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

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

Why Is Omniconvert Among the Best Tools for Ab Testing? 

  • Offers A/B testing and Split URL testing capabilities.
  • Use the visual editor and code editor to create testing variations.
  • Segment visitors based on 40+ parameters such as page visits, traffic source, time, location, language, etc.
  • Ominconvert offers both Bayesian and frequentist algorithms to calculate the variations’ performance and other metrics.
  • Can 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. 

Why We Chose Omniconvert:

  • An all-in-one platform to test, analyze, and optimize your website.
  • Omniconvert analytics is easier to set up and use than Google Analytics.

Price: Explore starts from $273/month.

Read Also: 11 Best Mobile In-App Feedback Tools

11. Kameleoon

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

Suitable For: Small to big businesses

Integration: Yes

Kameleoon is also among the top enterprise A/B testing tools to optimize your website and mobile site. 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.

Features That Make Kameleoon a Perfect Choice for Bucket and A/B Testing Tool:

  • Can run A/B tests and Multivariate tests for your hypothesis to see what works and what doesn’t.
  • Use the WYSIWYG graphic editor to quickly change elements such as text, colors, product visuals, the size of CTAs, banners, etc.
  • Can add and test out widgets such as pop-in, countdown banner, social media bar, visit counter, etc.
  • Use 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.
  • Offers a high degree of personalization to calculate visitors’ conversion probability in real-time.
  • Helps trigger personalized experiences to maximize conversions.
  • Can set dynamic messages depending on visitor behavior and automatically personalize product suggestions.

Why We Chose Kameleon:

  • Supports client and server-side testing.
  • Nuanced audience targeting options to find the right visitors for your website.
  • One of the most detailed onboarding processes to improve product adoption.

Price: Available on request.

12. Crazy Egg

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

Suitable for: Small to big businesses

Integrations: Yes

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

Why Is Crazy Egg a Complete A/B Testing Platform?

  • Perform A/B tests and split tests on your website.
  • Use the advanced page editor to change elements like images, copy, and CTAs to create variations without the need for a developer.
  • Run A/B tests simultaneously on multiple web pages by merely adding a snippet code to the desired pages.
  • Testing engine identifies the winning variation and automatically sends the traffic to it to maximize conversions.
  • Offers heatmaps, session recordings, and click reports to collect data for A/B tests.

Why We Chose Crazy Egg:

  • Provides a visual representation of visitor behavior.
  • Track most interacted elements on your website during the A/B test.
  • No-code builder to design variations quickly.

Price: Available on request.

13. LeadFormly


Best For: A/B testing, form analytics

Suitable for: Small to big businesses

Integrations: Yes

Leadformly is a form analytics tool that helps you design and test interactive website forms to capture new leads and collect visitor feedback. You can build multi-step forms using over 50+ templates and experiment with their variations using the inbuilt A/B testing platform to improve user experience and maximize response rate. 

Here’s Why Leadformly Stands Among the Best Split Testing Software for Website Forms:

  • Lets you perform A/B testing on your webforms.
  • Allows you to Split test your LeadForm without any additional tools.
  • Can create forms in minutes using drag & drop builder, branching logic, pre-built templates, etc.
  • Can design different test lead forms and use form analytics to track the lead value, form ROI, responses, etc., to see which forms work best for your website.
  • Makes it easy to optimize the forms to maximize visitor engagement to generate new leads.

Why We Chose Formly:

  • One of the largest integration stacks among testing tools to manage data.
  • Built-in form analytics to optimize your forms.

Price: Starts from $179/month (billed annually)

14. HubSpot


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

Suitable for: Small to big businesses

Integrations: Yes

Apart from being a complete marketing and customer management system, HubSpot is also among the top A/B testing tools out there. It 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 pages and web pages. 

This single 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.

Why Use HubSpot for A/B Testing?

  • Run A/B tests and split tests into your web pages, landing pages, and marketing emails.
  • Create variation in minutes using the intuitive yet straightforward page editor.
  • Can also create multi-language variations of the pages with a click to run multiple tests simultaneously.
  • Choose the test duration, traffic distribution, and winning metrics while testing the marketing emails.
  • Filter and sort the test result data by time, specific metric, frequency, and other attributes.
  • Instantly publish the winner of your A/B test with a click to remove other variations from the website.

Why We Chose HubSpot:

  • The combination of marketing, customer support, and CRM tools in one platform.
  • Run A/B tests on your mail campaigns and forms.

Price: Starts from $800/month (billed annually)

15. Zoho PageSense

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

Suitable for: Small to big businesses

Integration: Yes

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

Why Choose Zoho PageSense Among Other A/B Testing Tools?

  • 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.
  • Can use the 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.

Why We Chose Zoho PageSense:

  • All-in-one conversion optimization and testing tool.
  • You can trigger push notifications based on visitor behavior.

Price: Starts from $16/month.

16. Convert

Best For: A/B testing

Suitable for: Small to medium businesses

Integration: Yes

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

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

What Makes Convert a Popular A/B Testing Tool?

  • Provides A/B testing, Split testing, Multivariate testing, and Multipage testing capabilities.
  • Use the inbuilt drag and drop editor and the 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, JS events, etc.
  • Also provides post-test visitor segmentation to identify new/returning users, browsers used, campaign clicked, locations, etc. 
  • SmartInsert™ technology ensures flicker-free and blink-free testing, reducing bias and improving page load speeds.
  • Easily integrate any third-party tool with Convert, and start turning digits into valuable insights.

Why We Chose Convert:

  • Intuitive design makes it easy to set up goals for the A/B tests.
  • Advanced code editor and the visual builder helps develop complex experiments.

Price: Starts from $99/month.

17. Adobe Target

Best For: A/B testing

Suitable for: Medium to big businesses

Integrations: Yes

Like other Adobe products, Adobe Target is an enterprise-level optimization platform powered by self-learning AI algorithms to run winning tests across web, mobile app, and more on both the client and server sides. 

This A/B testing tool lets you follow an omnichannel approach to optimize every customer touchpoint to deliver the best possible experience and increase conversions.

Here’s Why Adobe Target Is One of the Most Advanced A/B Testing Software on the List:

  • Offers A/B testing, split testing, Multivariate testing, and Muti armed bandit testing capabilities.
  • Use their WYSIWYG Visual editor to build and test unlimited variations.
  • Machine learning algorithm diverts the traffic to the winning variation to maximize the conversions and reach statistical significance faster.
  • Integrate it with Adobe analytics to analyze the performance of your variations in real-time. Compare the uplift, conversion rate trend, confidence level, visitors, etc., for each variation from the single screen.
  • 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.

Why We Chose Adobe Target:

  • Native integration with Adobe Analytics provides in-depth data about your website and tests.
  • Offers granular segmentation to target different audiences based on multiple factors and parameters.

Price: Available on request.

18. Evolv

Best For: A/B testing, multivariate testing, on-site personalization

Suitable for: Small to big businesses

Integrations: Yes

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. It tracks actual customer behavior across all platforms in real-time to train the machine learning algorithm in predicting 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.

Features That Make Evolv a Top A/B Testing Tool:

  • 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.

Why We Chose Evolv:

  • Ability to test multiple ideas simultaneously using both A/B testing and multivariate testing.
  • The rule-based targeting lets you target niche audience segments to measure the impact of the tests accurately.

Price: Available on request.

Read Also: 15 Best UX Research Tools & Software for 2024

19. SiteSpect

Best For: A/B testing, AI-based product recommendations, 

Suitable For: Small to big businesses

Integrations: Yes

SiteSpect is a full-stack testing platform for high-volume websites and is often termed as one of the fastest optimization and A/B testing tools in the market. It offers both client-side and server-side testing tools for companies to maximize conversions.

What Makes SiteSpect One of the Best A/B Testing Tools?

  • Can use it to run A/B testing, Split testing, and Multivariate testing.
  • Sitespect is available as an on-site solution, cloud-based solution, and hybrid deployment.
  • Offers a best-in-class visual editor to create variations, set behavior metrics, set audience targeting, and preview page HTML before deployment.
  • Incorporates a detailed dashboard view to show insights about customer interactions on the website and the real-time impact of your personalization elements compared to the original page.
  • Can see real-time changes in the KPIs of variations and control, variation performance, and website performance in the reports. It automatically calculates statistical significance, the remaining test duration, identifies campaign Outliers, etc.
  • Can segment users based on behavior, geography, user agent, time, or a variety of other criteria.
  • Provides in-depth behavioral and contextual targeting. 
  • Helps target visitors based on geography, device, Referral, source, previous visits, in-session, in-store behavior to personalize their experience.
  • Integrate Sitespect with your CDP, CRM, and DMPs to maximize testing and optimization capabilities.

Why We Chose SiteSpect:

  • Offers granular configuration options like load balancing, DNS records, and custom headers.
  • Lets you export raw data sets with a click to run more complex analysis.

Price: Available on request.

20. Oracle Maxymiser

Oracle Maxymiser

Best For: A/B testing

Suitable for: Small to medium businesses

Integrations: Yes

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

Why Choose Oracle Maxymiser:

  • 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.
  • Can use 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, customer journey insights to help deliver a truly personalized experience across devices.
  • Comes with predictive analytics to target visitors and set triggers based on certain conditions like offering relevant product and content recommendations to specific visitor segments.
  • Integrate it with your DMPs and CRM to import the data to design tailored experiences using Oracle Maxymiser.

Why We Chose Oracle Maxymiser:

  • Intuitive interface and visual builder to design tests quickly.
  • Track customers’ website behavior in real-time to provide a personalized experience.

Price: Available on request.

21. Wasabi A/B test

Best For: A/B testing

Suitable for: Small to medium businessesIntegrations: No

Wasabi is an open-source A/B testing tool from Intuit. It is an enterprise-grade experimentation solution to run tests across your web, mobile, and desktop. Plus, it is available over the cloud or as in-house installation to give you complete control of your testing data.

Here’s Why Wasabi Is an Excellent Tool for A/B Testing:

  • Deploy it either on cloud or in-house installation.
  • Suitable for both client-side and server-side testing with real-time performance of 30ms on the server-side.
  • Compatible with any coding language and environment using REST API.
  • Can assign users to experiments in real-time when they interact with the product experience instead of pre-segmentation like in other A/B testing tools.
  • Intuitive dashboard to visualize important experiment analytics and metrics. 
  • Enables you to send the test data to your workspace analytical tools.
  • Supports integration with other tools like Hadoop, Tableau, and more.

Why We Chose Wasabi:

  • Affordable A/B testing solution that allows you to customize it as you want.

Price: Open-Source

How to Build Your A/B Testing Hypothesis

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

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

1. 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.

Collecting Feedback Data

For example:

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

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 ideal 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 be kept in mind 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 also want the tool to handle multi 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 that makes budget an essential aspect of implementing a testing environment. You may need to rerun a test multiple times to produce the desired effect and then move on to the next iteration. 

It requires both time and resources, and your budget will set its upper limits. Some A/B testing tools are available for 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 rate and frustrate users, resulting in decreased 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 sees the original web page for a moment 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 it’s necessary to check that the A/B testing tool does not slow down your website.

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, HubSpot is an excellent choice for multi-language variations if that’s a significant need in your A/B testing strategy. 

You can go for CrazyEgg for its heatmaps and session recordings functionality to get detailed customer behavior insights. 

And 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 contextual insights from users before, during, and after testing. 

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 with its features.

Frequently Asked Questions

Getting started with A/B testing involves several steps:

  • Determine what you want to achieve through A/B testing. Common goals include increasing conversions, improving engagement, and reducing bounce rates.

  • Select the webpage, app screen, or marketing campaign that you want to test. Decide what elements you want to test, such as headlines, images, copy, or call-to-actions.

  • Develop a hypothesis explaining why you think one version will perform better than the other. This will help you interpret the results and make informed decisions.

  • Develop two or more versions of the page or campaign, with each version differing in the element you want to test.

  • Randomly divide your website or app traffic into two or more groups, with each group seeing a different version of the content.

  • Track key metrics, such as click-through rates, conversion rates, and engagement rates. Compare the results of each version to determine which one performed better.

  • Use the insights gained from your A/B test to make data-driven decisions and implement the winning version of your content.

There are five steps involved to run an A/B test:

  • Research to collect website performance data to find the areas of improvement.
  • Formulate a valid hypothesis based on the performance data to detail what needs to change in the original design.
  • Create variations to test against the control design.
  • Use an effective A/B testing tool to run the test.
  • Analyze the results and deploy the changes from the winning variation.

A/B testing is used to optimize landing pages, web pages, website forms, and more to improve conversion-based metrics like conversion rate, click-through rate, and form completion rate. It lets you alter one webpage element at a time and test its effect on your business goals.

A/B testing is a proven method to run controlled experiments on your website to optimize various elements like headlines, content copy, position & size of CTAs, and other elements. This method produces data-driven positive results with reduced risks and helps to increase website conversions.

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About the author

The Qualaroo Editorial Team is a passionate group of UX and feedback management experts dedicated to delivering top-notch content. We stay ahead of the curve on trends, tackle technical hurdles, and provide practical tips to boost your business. With our commitment to quality and integrity, you can be confident you're getting the most reliable resources to enhance your user experience improvement and lead generation initiatives.