If you wish to be successful in digital marketing and want better business performance for your website, conducting A/B tests is indispensable.
You need to figure out how your website will attract the attention of the highest number of audiences if you want your business to be successful.
Contents
What is A/B Testing?
A/B testing is also known as split testing. It consists of revealing two forms of the same web page to different sections of the website audience at the same time and comparing which form generates higher conversions.
The basic idea is to create variations and split test them by sending random traffic to random variants.
A/B testing is an essential digital marketing strategy to get the most out of your landing pages, marketing campaigns and sales funnel.
There is a wide range of A/B testing tools available on the market, but which are the best ones?
When gauging these platforms to use in your own business, it may be complex to paddle through the marketing composition and pick out which tools are a good fit, indeed!
That’s why we’ve listed down some A/B testing tools and platforms to bring you a comprehensive look at the best ones.
For four previous years, the A/B testing tools market was split in the middle of two choices: Optimizely and VWO.
Subsequently, the possibilities have grown up with a set of various advanced features. In 2017, Google brought out Google Optimize and Optimize 360. Now, there are numerous A/B Testing tools handy in the market.
Without wasting much time, let’s dive into the list of our recommended A/B testing tools:
15 Recommended A/B Testing Tools
We recommend the following options for running A/B tests. We’ve itemized these in order of frequency.
The list mentioned below ought not to be demented as a ranking based on quality.
1. Optimizely
Comprehensive and robust yet easy to use, Optimizely is one of the industry’s leading A/B testing tools that are particularly useful for enterprise marketing, engineering, and product teams.
This digital experimentation platform comes with robust A/B testing and multi-page experimentation tools.
Optimizely allows it to run multiple experiments on one page at the same time. It is one of the best A/B testing tools & platforms in the market.
It has a visual editor and offers full-stack capabilities that are particularly useful for optimizing mobile apps and digital products.
Key Features:
| Setup & Subscription | Contact Sales |
| A/B & Split testing | Yes |
| Multivariate Testing | Yes |
| How Pages are Loaded | Server Side or Client Side |
| Multi-Armed Bandit or Autopilot | Multi-Armed Bandit |
| Tactics Library | Yes – Optiverse |
| Page Editing | WYSIWYG Editor |
Optimizely extends some of the following advantages. Let’s have a look:
- Painless editing access across the dashboard
- Automatic data display
- Already Saved Audiences
- Instinctive goal comparison
- Retroactive filtering (IP addresses)
- Provides impressive incorporation with third-party tools
The Downsides of Optimizely:
- No inbuilt test setup
- Difficult Targeting
- A bit lazy in updating about saved changes to the CDN
Pricing:
Pricing of Optimizely is available on request. You will have to contact their sales team to know the package’s pricing that suits you the best.
2. Google Optimize
Google Optimize is a free yet robust A/B testing tool that is particularly useful for starters. You can use it for running simple A/B tests, multivariate tests, and split-page tests.
It is effortless to set up and has a user-friendly interface. It has a compelling data kit and plenty of user attribute and geo customization features.
You can upgrade it to its paid version, Optimize 360, to conduct tests at the enterprise level.
Key Features:
| Setup & Subscription | Free |
| A/B & Split testing | Yes |
| Multivariate Testing | Yes – Beta |
| How Pages are Loaded | Client Side |
| Multi-Armed Bandit or Autopilot | None |
| Tactics Library | No |
| Page Editing | WYSIWYG Editor |
Advantages of Google Optimize:
- Easy to use
- Analyze reports in-depth
- Offers Redirect Tests
- A/B/n testing for multiple page versions
Disadvantages of Google Optimize:
- Unable to use Google Analytics Segments
- Only five tests can be run at the same time.
Pricing:
Google optimize completely free forever. However, Optimize 360 is invoice monthly. The paid plan is for larger enterprises and comes with full-flash features.
3. Visual Website Optimizer (VWO)
VWO is a tool similar to Optimizely but more budget-friendly. It is a top-notch cloud-based solution used by many enterprise brands, including Target, eBay, and Virgin Holidays.
Visual Website Optimizer is a robust and easy-to-use tool with plenty of features, including traffic allocation, goal tracking, heart maps, personalization tools, and on-page surveys.
Another notable feature is the SmartStats feature that helps you in running your tests faster.
Key Features:
| Setup and Subscription | $199/month |
| Autopilot Mode or Multi-Armed Bandit | None |
| A/B & Split Testing | Yes |
| How Pages are Loaded | Client-Side |
| Multivariate Testing (MVT) | Yes |
| Page Editing | WYSIWYG Editor |
| Tactics Library | Yes – Idea Factory |
Benefits Provided by VWO:
- Trouble-free goal setup
- Data downloading is easy
- Quick updates
- Amazing customer support
Visual Website Optimizer lacks in the following:
- It doesn’t show all goal reports at once
- Targeting is not saved, so you’ll have to start fresh every time if you don’t copy
- No mounting CR graph if you run into low traffic.
Pricing:
| 10,000 visitors per month | 30,000 visitors per month | 50,000 visitors per month | >50,000 visitors per month | |
| Testing | $199/month | $284/month | $354/month | contact to get a customized offer |
| Testing & Insights | $368/month | $531/month | $664/month | contact to get a customized offer |
| Testing, Insights, and Engage | $467/month | $714/month | $916/month | contact to get a customized offer |
4. Adobe Target
Included among the most expensive A/B testing tools on the market, Adobe Target is an enterprise personalization platform that offers AI-powered A/B testing and targeting.
It also provides omnichannel personalization and mobile app optimization. It can be integrated with Adobe Analytics for enhanced reporting.
This platform guides you through a 3-step process for creating your variant, targeting your audience segment, and customizing your test goals and settings.
Key Features:
| Setup and Subscription | POA |
| Page Editing | WYSIWYG Editor |
| Multi-Armed Bandit or Autopilot Mode | Multi-Armed Bandit |
| A/B/n Testing & Split Testing | Yes |
| How Pages are Loaded | Server Side |
| Tactics Library | No |
| Multivariate Testing (MVT) | Yes |
Advantages of Adobe Target:
- AI Automation
- Visual Editor
- Omnichannel Personalization
Disadvantages of Adobe Target:
- Delays in working
- Automations are not easy to use
Pricing:
Pricing for Adobe Target is available on request.
5. AB Tasty
Robust with many features, AB Tasty is a fast-growing, AI-powered, advanced A/B testing tool that is very useful for marketers.
It also offers funnel testing, allowing you to run tests across multiple pages to optimize your funnel.
It comes with an intuitive interface and an easy-to-use, drag-and-drop visual and code editor. It offers several features, including data insights, heatmaps, marketing and personalization tools, and an advanced targeting feature for testing different criteria, such as URL, geolocation, and weather.
Key Features:
| Setup and Subscription | POA |
| Multivariate Testing (MVT) | Yes |
| How Pages are Loaded | Client Side |
| Autopilot or Multi-Armed Bandit | Multi-Armed Bandit |
| Page Editing | WYSIWYG Editor |
| A/B & Split Testing | Yes |
| Tactics Library | No |
Advantages of AB Tasty:
- Easy Test Setup
- Straightforward and easy understanding Interface
- Many integrations are available such as Google Analytics, Kissmetrics, Clicktale, etcetera.
Disadvantages of AB Tasty:
- Lag in test results sometimes.
- The calculator is a bit basic; rather than showing numeric values, it displays bar charts.
Pricing:
You can get the pricing on request—contact sales for the same.
6. Omniconvert
Omniconvert is a budget-friendly CRO software that offers A/B testing, split URL testing, and tools for a survey, personalization, overlay, and segmentation.
Omniconvert is a tremendous A/B testing solution for digital marketing agencies, medium-sized businesses, and online marketers in charge of eCommerce websites.
It is straightforward to set up and much appropriate for beginners. It has unlimited CSS, and the JS editor has a CDN cache bypass. Omniconvert also offers excellent customer service.
Key Features:
| Setup and Subscription | $324 per month |
| A/B & Split Testing | Yes |
| How Pages are Loaded | Client Side |
| Autopilot Mode or Multi-Armed Bandit | No |
| Multivariate Testing (MVT) | Yes |
| Tactics Library | No |
| Page Editing | WYSIWYG Editor |
Advantages of Omniconvert:
- Stacked Tests
- Unlimited CSS & JS Editor
- CDN diversion
- Advanced Segmentation
Disadvantages of Omniconvert:
- Complex Learning Curve
- Onboarding is not good
Pricing:
| Edition | Pricing Details | Terms |
| 10,000 visitors | $59 | Per Month |
| 30,000 visitors | $119 | Per Month |
| 50,000 visitors | $167 | Per Month |
| 5 Million visitors | $4658 | Per Month |
7. Kameleoon
Kameleoon is a robust and easy-to-use, AI-driven platform for A/B testing and personalizations for enterprise brands. It has a powerful AI engine and has powerful personalization capabilities.
Kameleoon offers full-stack capabilities for testing web, mobile apps, and digital products. It continually develops its platform to ensure data security and privacy protection.
It provides many personalization tools, including predictive targeting, business logic targeting, email personalization, content personalization, and segment analysis.
Key Features:
| Setup and Subscription | Not Provided |
| Multivariate Testing | Yes |
| Page Editing | WYSIWYG Editor |
| A/B Testing & Split Testing | Yes |
| How Pages are Loaded | Client Side |
| Autopilot or Multi-Armed Bandit | Multi-Armed Bandit |
| Tactics Library | No |
Advantages of Kameleoon:
- Advanced targeting & Segmentation
- Full-stack
- AI personalization
- Visual Editor Available
Disadvantages of Kameleoon:
- They could visualize the diagram presentation better.
Pricing:
The website does not provide the pricing for Kameleoon. Contact sales for the same.
8. Freshmarketer
Freshmarketer is complete marketing automation and CRO platform that provides a visual forum for creating A/B tests and split URL tests using its WYSIWYG editor and reporting interface.
It has a user-friendly drag-and-drop interface and offers customizable templates, effective heat maps, and page editing and personalization features.
It also allows you to track the amount of revenue your experiments have generated. Its real-time analytics features help you in making better marketing decisions based on real-time data reporting.
Key Features:
| Setup and Subscription | $49/month |
| How Pages are Loaded | Client Side |
| Autopilot Mode or Multi-Armed Bandit | No |
| A/B & Split Testing | Yes |
| Tactics Library | No |
| Multivariate Testing (MVT) | Yes |
| Page Editing | Yes |
Advantages of Freshmarketer:
- Dynamic heatmaps
- Marketing Automation
- Integrated Web Analytics
- Real-time reports
Disadvantages of Freshmarketer:
- Not very user-friendly
- Bugs in various functionalities of the software
Pricing:
Sprout Plan – Free
- Up to 500 visitors
- Contact Management
- Email Campaign
- Provides Analysis and Tracking
- Funnel Analysis
Garden Plan – Starting From $49/month
- Up to 1000 visitors
- Custom Domain
- Advanced Segmentation Available
- Dynamic Heatmaps
- Marketing Journeys
- A/B/n Testing & Split Testing
- Session Replays
- Form & Funnel Analysis
- Real-Time Reports and Custom Polls
9. Salesforce
Salesforce, formerly known as ‘Evergage,’ is a real-time experimentation and personalization tool powered by AI that offers highly advanced A/B and multivariate testing features.
It provides multi-channel personalization tools and can be integrated with 3rd party tools like Google Analytics.
It allows you to build segments in real-time using various data sources. It also enables the personalization of search and navigation. Salesforce is one of the most advanced experimentations, personalization, and optimization tools on the market.
Key Features:
| Setup and Subscription | POA |
| Multivariate Testing | Yes |
| A/B Testing & Split Testing | Yes |
| How Pages are Loaded | Client Side |
| Autopilot or Multi-Armed Bandit | Multi-Armed Bandit |
Advantages of Salesforce:
- Detailed Audience Profiles
- Multi-channel personalization
- Analytics & Attribution
- Behavioral tracking
Disadvantages of Salesforce:
- Difficult to implement
- Reporting sucks sometimes
Pricing:
Salesforce’s pricing is available on request, but a free demo is accessible on their website, so you can obstinate if the tool is a good fit for your business or not.
10. HubSpot
HubSpot is an all-in-one marketing & CRO platform. It is equipped with an A/B testing tool that is especially ideal for businesses that have just started with A/B testing.
It includes a CRM for handling customer data and a Marketing Hub, which includes tools for running A/B tests, creating content and landing pages, managing leads, and so on.
It also has other hubs like the sales hub, service hub, and CMS hub that offer businesses tools. HubSpot is one of the most popular tools for professional marketers.
Key Features:
| Setup and Subscription | Starting From $8.99/month |
| Marketing Automation | Yes |
| A/B Testing & Split Testing | Yes |
| AI Personalization | No |
| Lead Management | Yes |
| Marketing Automation | Yes |
The Good Part of Hubspot:
- All-in-one platform
- Includes CRM
- Email Marketing
- Involves Marketing Automation Software
- Customer service software
The Bad:
- Inflexible Contracts
- Lack in A/B testing when opting for lower packages
- Limited Reporting
Pricing:
Pay monthly or yearly; however, you want. It’s entirely up to you.
In every way, you will get access to all the A/B testing features provided by Hubspot for less than or up to $50 per month for unlimited contacts.
11. Oracle Maxymiser
Oracle Maxymiser is a robust testing and optimization tool that has advanced A/B testing tools.
It offers real-time personalization of B2B marketing campaigns to increase market speed and improve the customer experience.
It has an intuitive visual editor that supports non-technical and technical user collaboration and works across apps, websites, and mobile. It also allows multi-page funnel testing and will enable you to create, edit and launch cross-channel marketing campaigns using a single interface.
Key Features:
| Setup and Subscription | On Request |
| A/B/n & Split Testing | Provided |
| How Pages are Loaded | Client Side/Server-Side |
| Autopilot Mode or Multi-Armed Bandit | None |
| Multivariate Testing (MVT) | Ensemble Testing |
| Page Editing | WYSIWYG Editor |
The Good:
- Massive Reporting and Analytics
- Includes Funnel Optimization
- Provides Predictive Analysis
Drawbacks of Oracle Maxymiser:
- UI could be better
- Sometimes work slow at the time of results.
- Delays in creating Reports
Pricing:
|
Custom |
|
Features Personalization Targeting Testing Predictive Insights Mobile App Optimization |
12. Dynamic Yield
Trusted by several global brands, Dynamic Yield is one of the most influential and scalable testing and personalization tools available on the market.
You can conduct A/B tests with its potent customer segmentation engine that allows personalizations for websites, mobile apps, and emails.
It offers several tools like eCommerce enterprise systems, email marketing services, and web analytics solutions.
It provides a wide range of features, including behavioral messaging, ad personalization, content and product recommendations, and real-time messaging.
Key Features:
| Setup and Subscription | On Request |
| A/B/n & Split Testing | Provided |
| Recommendation Engine | Yes |
| Deployment | Cloud, Web-based, SaaS |
| Contextual Targeting | Yes |
Benefits of Dynamic Yield:
- Predictive in nature
- Leverage Machine Learning
- Quick to implement
- Robust Segmentation Features
Drawbacks of Dynamic Yield:
- More Integration with Google Analytics could be great.
- Technical knowledge is required to understand some features.
Pricing:
You can avail of the pricing for Dynamic Yield on request. Get the quote from the team by sending your requirements to them.
13. Zoho PageSense
Zoho PageSense is a super-affordable, all-purpose optimization and personalization platform.
It offers excellent A/B testing tools that let you conduct effective conversion rate optimization for your website and provide you with a highly personalized website experience.
It is equipped with an intuitive user interface and has a visual editor that is easy to use and does not require any developers. It also allows split URL testing and lets you set goals for your website.
Key Features:
| Setup and Subscription | Starting from $17 per month |
| How Pages are Loaded | Client side |
| A/B/n Testing & Split Testing | Yes |
| Multivariate Testing (MVT) | No |
| Autopilot Mode or Multi-Armed Bandit | No |
Benefits of Zoho PageSense:
- Flexible Reporting
- Funnel Analysis
- Advanced Targeting & Segmentation
Drawbacks of Zoho PageSense:
- Not easy to use
Pricing:
| Standard | $29 For
10,000 visitors/month |
– Create up to 3 projects.
– Goals – Funnel Analysis – Heatmaps – Session Recording – Form Analytics – A/B Testing – Split URL Testing – Polls |
| Professional | $129 For
50,000 visitors/month |
– Create 5 projects
– Access all features |
| Enterprise | $699 For
500,000 visitors/month |
– Create 25 projects
– Access all features |
14. Unbounce:
Unbounce announced ‘Smart Traffic – an AI-powered landing page product’ for A/B testing and split testing, back in 2019.
Smart Traffic’s technology is a part of Unbounce’s goals to extend the playground for small and medium-sized businesses. Unbounce Smart Traffic is equipped with AI technology mainly designed for large businesses.
It is integrated with many personalized tools such as Google Analytics, Google Ads, Kissmetrics, Mailchimp, and a lot more.
The tool has proven to boost the rate of conversions by a norm of 20% over established A/B testing, giving businesses enhanced results in less time.
Key Features:
| Setup and Subscription | $90/month |
| How Pages are Loaded | Server side |
| A/B Testing & Split Testing | Yes |
| Multivariate Testing | No |
| Autopilot Mode or Multi-Armed Bandit | No |
Benefits of Unbounce:
- Speed up your time to results
- Easy to implement
Drawbacks of Unbounce:
- Stiff learning curve
- Not giving code to export to your website
Pricing:
Starting from $90/month.
15. Convert Experiences
Convert Experiences is a tool that lays out A/B testing, incorporating website conversion optimization and landing page. It assists multivariate testing.
It is equipped with a WYSIWYG editor for test experiments. Convert Experiences allows running unlimited tests and also entitles you to experiment multiple properties of a webpage.
The tool also entitles you to experiment multiple properties of a web page. It has amazing features to support unlimited clients on a single account.
Key Features:
| Setup and Subscription | $699 (Invoiced monthly & Annually) |
| Custom Javascript | Yes |
| A/B & Split Testing | Yes |
| Unlimited Tests | Yes |
| Multivariate Testing (MVT) | Yes |
| Page Editing | WYSIWYG Editor |
| Active Domains For A/B Testing | Starting From 5 to Unlimited |
Advantages of Convert Experiences:
- Offers unlimited tests and variations
- Responsive Code Editor
- Personalized Javascript Insertion
- Multiple Webpage Experiments
Disadvantages of Convert Experiences:
- Technical limitations for developers and power users
- The user interface could be more streamlined
- It doesn’t segment much with the reporting especially with post-test segmentation
Pricing:
| Kickstart | Specialist | Leader |
| 10k to 500k users per month | 750k users per month | 2M users per month |
| $699/month | $879/month | $1899/month |
Our Recommendations for choosing an A/B testing tool for your business:
- The best choices for large businesses:
- Optimizely
- Google Optimize 360 (the integrations solitary make this a great option)
- The Best options for Marketing teams:
- VWO (if you have the budget)
- Convert Experiences
- Freshmarketer
- The Best ones for small and medium-sized enterprises:
- Unbounce Smart Traffic
- Zoho Pagesense
- OmniConvert
What’s your favorite A/B testing tool out of this list?
Or is it the one we didn’t include here?
Let us know via the comments below.
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