15 Best A/B Testing Tools & Platforms (2021 Update)

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.

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
2. Google Optimize
3. Visual Website Optimizer (VWO)
4. Convert Experiences
5. Adobe Target
6. AB Tasty
7. Omniconvert
8. Kameleoon
9. Freshmarketer
10. Salesforce
11. Hubspot
12. Oracle Maxymiser
13. Dynamic Yield
14. Zoho PageSense
15. Unbounce

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:

 

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.

Try Optimizely

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.

Try Google Optimize

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:

Try Visual Website Optimizer

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.

Try Adobe Target

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.

Try AB Tasty

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

Try Omniconvert

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.

Try Kameleoon

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

Try Freshmarketer

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.

Try Salesforce

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.

Try HubSpot

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

Try Oracle Maxymiser

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.

Try Dynamic Yield

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

Try Zoho PageSense

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	$120/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 $120/month (for distinct plans counting A/B testing). Other plans start from $80 per month, but that doesn’t include A/B/n testing.

Try Unbounce

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

Try Convert Experiences

Our Recommendations for choosing an A/B testing tool for your business:

• The best choices for large businesses:

1. Optimizely
2. Google Optimize 360 (the integrations solitary make this a great option)

• The Best options for Marketing teams:

1. VWO (if you have the budget)
2. Convert Experiences
3. Freshmarketer

• The Best ones for small and medium-sized enterprises:

1. Unbounce Smart Traffic
2. Zoho Pagesense
3. 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 comments below.