A/B testing, we know for a fact, is not a novel creation. The idea is to run the best A/B tests to improve your website’s conversion rates. Before diving into the top 10 A/B testing tools of 2023, let’s first understand what A/B testing means.
Every marketing professional who wants to expand their conversion rate has to produce leads with each paid landing page ad campaign. To achieve the desired outcomes, businesses need to focus on the language, design, and deals to capture the interest of consumers and persuade them to click on websites. Nowadays, businesses must have a user-friendly webpage or mobile app to stand out and receive massive results. When it comes to A/B testing tools, their purpose is to allow businesses to compare two different versions of a website or mobile app. This way, business owners can determine which one performs better in terms of conversions.
Can business owners benefit from using A/B testing tools to make better decisions? Absolutely! Popular and reliable A/B testing tools offer a range of features, including segmentation capabilities, statistical and reporting analysis, integration options, technical expertise, and more. By using these tools, business owners can gain valuable insights that can help them make better decisions.
There are many A/B testing tools available, and the industry is expected to be worth $1,151 million by 2025. With so many options, it can be overwhelming to choose the right one.
Nevertheless, in this article, we have shortlisted the top ten among many A/B testing tools to help you find the right one.
What is A/B Testing? | Data Science in Minutes
HubSpot & Kissmetrics’ A/B Testing Kit
Optimizely
Unbounce
VWO
Crazy Egg
Omniconvert
Google Optimize
Adobe Target
Kameleoon
AB Tasty
HubSpot & Kissmetrics’ A/B Testing Kit
| Website | hubspot.com/ab-testing-kit |
|---|---|
| Rating | – |
| Price | Free |
| Platform | – |
Top Features
- Easy-to-use spreadsheet
- No complex codes
- Ideal for startups
- Split tests for email, landing pages, and CTAs
This testing kit by HubSpot & Kissmetrics is a complete A/B testing kit that provides multiple guidelines for effective A/B testing and templates to guide business owners to track, organize, and improve their tests.
Anish Sharma
Optimizely
| Website | Optimizely.com |
|---|---|
| Rating | 4.2 out of 5 |
| Price | Contact for pricing |
| Platform | Web and Mobile |
Top Features
- A/B testing
- Multi-page experiments
- Marketing planning
- Content management system (CMS)
Optimizely is a platform that enables business marketing, product, and engineering teams to carry out digital experiments. Although most of the features listed can apply to any business, Ominconvert was specifically created with E-commerce companies in mind. Some features are available for free, but for a more customized requirement, you will have to contact the Optimizely team.
Unbounce
| Website | Unbounce.com |
|---|---|
| Rating | 4.4 out of 5 |
| Price | 14 days free trial |
| Platform | Web |
Top Features
- Multiple A/B testing
- Easy-to-use
- Builds landing pages
Among the options on our list, Unbounce stands out for its emphasis on creating landing pages either from scratch or through pre-made templates, as opposed to simply conducting experiments.
VWO
| Website | Vwo.com |
|---|---|
| Rating | 4.3 out of 5 |
| Price | 14 days free trial |
| Platform | Web and Mobile |
Top Features
- Multiple A/B
- Multivariate, and split URL tests
- Flicker-free client-side testing
- Server-side testing
Visual Website Optimizer or VWO is a product from Wingify. VWO is driven by the Bayesian statistics engine SmartStats. It provides powerful testing funnels that are completely customized at a lower cost.
Crazy Egg
| Website | Crazyegg.com |
|---|---|
| Rating | 4.2 out of 5 |
| Price | Starts at $24 per month |
| Platform | – |
Top Features
- A/B and Split tests for websites
- Landing pages
- In-depth reporting
- Flicker-free client-side testing
- Integration with almost any app and tool
With just one line of code, Crazy Egg offers an easy way to test various versions of your website pages. This website optimization tool is particularly ideal for small businesses due to its affordability.
Omniconvert
| Website | Omniconvert.com |
|---|---|
| Rating | 4.5 out of 5 |
| Price | 30-day Free trial |
| Platform | Web |
Top Features
- Web personalization
- Surveys
- Advanced segmentation
- A/B testing
- E-commerce customer analytics platform
Omniconvert is a conversion rate optimization (CRO) software package that includes two other independent modules, such as the E-commerce Customer Analytics Platform, and Customer Survey Platform.
Marlene Ann Anthony
Google Optimize
| Website | marketingplatform.google.com/about/optimize/ |
|---|---|
| Rating | 4.2 out of 5 |
| Price | Free |
| Platform | Web |
The Google Marketing Platform component Google Optimize is one of the most popular A/B testing tools. It offers various features to optimize websites and cater to specific audience segments for personalized experiences.
Top Features
- Flicker-free client-side testing and server-side, A/B testing
- Multivariate, and split URL testing
- Easy to use with no code visual editor
- Integrates well with Firebase, Google Analytics, Google Ads, and AMP
Google has announced that it will be discontinuing Google Optimize in September 2023. This marks the end of one of the most popular A/B testing tools to date.
Adobe Target
| Website | Adobe.com/marketing/target.com |
|---|---|
| Rating | 4.0 out of 5 |
| Price | Contact the Adobe team for pricing |
| Platform | Web and Mobile |
Top Features
- A/B and multivariate testing
- Client and server-side testing
- Flicker-free testing
- Guided workflow
- Multiple third-party integrations
The Adobe Target is a platform for experimentation and is included in the Adobe Experience Cloud. Adobe Target, along with the entire experience cloud, is specifically created for corporate use, with a focus on providing seamless omnichannel user experiences and testing among millions of users.
Kameleoon
| Website | Kameleoon.com |
|---|---|
| Rating | 4.7 out of 5 |
| Price | Contact the Kameleoon team for pricing |
| Platform | Web and Mobile |
Top Features
- Real-time personalization
- Unlimited A/B, and multivariate test variations
- Flicker-free
- Over 30 integrations
With the help of Kameleoon’s A/B testing platform, you can easily create web experiments that provide insights into your audience’s preferences and increase conversion rates.
AB Tasty
| Website | Abtasty.com |
|---|---|
| Rating | 4.5 out of 5 |
| Price | Customized pricing plans upon contact |
| Platform | Web and Mobile |
Top Features
- Client-side testing
- Low-code visual editors
- A/B, split, and multivariate tests
- Multi-page testing
- AI-powered customization
AB Tasty is a platform for improving the consumer experience. Its software helps to run multiple testing along with offering feature management and segmentation through machine learning algorithms.
Conclusion
If you’re a business owner looking to outdo your competitors, you’ll need effective A/B testing tools to gain insight and track your results. A/B testing is a critical component of developing a successful digital marketing strategy. When selecting a tool for your business, whether it’s small or large in scale, it’s important to choose one that aligns with your business objectives.
FAQs
What is the purpose of A/B testing tools?
A/B testing tools allow businesses to compare two different versions of a website or mobile app. This way, business owners can determine which one performs better in terms of conversions.
What are the top A/B testing tools?
The main A/B testing tools are –
- Hubspot & Kissmetrics’ A/B Testing Kit
- Optimizely
- Unbounce
- VWO
- Crazy Egg
- Omniconvert
- Google Optimize
- Adobe Target
- Kameleoon
- AB Tasty
