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15 Best A/B Testing Tools & Software in 2024 – Top Alternatives to Google Optimize
According to the 2024 Marketing Technology Landscape report, the number of tools in the optimization, personalization, and testing segment jumped from 230 to 271 in just one year.
With so many options out there, it’s easy to feel overwhelmed by the paradox of choice. In this blog, we’ve streamlined the process by narrowing down the top 15 A/B testing tools from hundreds of options.
We’ll give you an overview of each tool, walk through key business requirements while taking a look at which tools meet those needs, and choose an alternative to Google Optimize, which was sunset in September 2023. On top of this, the blog also contains insights from A/B testing experts.
We will also compare important features, pricing, and real user reviews of the listed tools so that you can make the right decision. This guide aims to help you find the best A/B testing platform for your business.
A/B testing tools – A quick look
- VWO
- Optimizely
- AB Tasty
- Adobe Target
- Dynamic Yield
- Kameleoon
- Convert
- Omniconvert
- LaunchDarkly
- Statsig
- Unbounce
- ABsmartly
- Sitespect
- Apptimize
- Split.io
15 best A/B testing tools in 2024
Let’s help you make an informed choice. Here’s a curated list of the top 15 A/B testing tools available on the market along with key details related to each tool.
1. VWO
VWO started its journey in 2010 with a simple drag-and-drop editor. Since then, it has evolved into a comprehensive experience optimization platform.
Today, VWO offers a suite of seamlessly integrated tools. These tools help unify customer data, uncover behavioral insights, and run A/B tests across web, mobile, and server environments. With VWO, you can also roll out new features, personalize customer experiences, and optimize the entire buyer journey.
Tool information:
Test types: A/B Testing, Split URL Testing, Multivariate Testing
Statistical model: VWO’s Bayesian-powered SmartStats engine accounts for common biases like sequential testing errors and Bonferroni errors so you can focus on getting reliable and real-time reports.
You can visit the VWO Stats Blog to learn all about complex statistical concepts and learn about VWO’s statistical research in A/B testing.
Noteworthy features: Audience and behavior targeting, mutually exclusive campaigns, code editor, test triggers, in-app comment feature for cross-team communication, multi-armed bandit testing, ease of expansion to project management and behavior analysis capabilities, and data integration with over 40 platforms, including GA4, WordPress, Shopify, and more. Also, it has editable statistical parameters, constant experiment health checks, and guardrail metrics (coming soon).
AI-based features: VWO leverages a generative AI engine that allows users to generate tailored optimization ideas simply by entering a webpage URL.
Supported testing platforms: Web, Mobile apps, Server-side
Pricing: It is based on monthly tracked users (MTU) and the chosen platform.
For more detailed pricing and plan information, visit VWO’s pricing and plans.
| Pros | Cons |
| No flickering is ensured for client-side testing with a single-line asynchronous smart code. Plus, SDK-based server-side tests mean no latency and allow users to conduct omnichannel. | Less advanced feature management as it is not the core offering of the platform. |
Customer experience based on third-party reviews:
Based on G2 reviews, VWO has been recognized as a leader in the A/B testing space. It stands out as the best tool for the mid-market segment, offering the highest user satisfaction and being ranked as the top free A/B testing software available.
Here is what one client shared about using VWO:
VWO had clear and concise documentation, and we didn’t have to go through sales calls to get on and running.
Also, it had transparent pricing, and we could know how much we would need to pay once we confirmed that VWO suits our needs. They even had a trial so we could test the product and see if it fit our needs.
We only used the redirect A/B tests, and the variant had the same URL as the control with a custom AB parameter. To track the A/B test results, we were using targeted page views and triggering VWO custom goals. Besides this, we were also checking the results via our internal analytics tool because VWO allowed us enough flexibility to use the product according to our needs.
– Jared Brown,
CEO of HubStaff
2. Optimizely
Optimizely is a comprehensive digital experience platform that provides web and feature experimentation capabilities, content management, and advanced personalization engines. It supports omnichannel experimentation across mobile and OTT platforms, which allows businesses to optimize experiences across various channels. Project management capabilities are available on both client and server-side testing. Additionally, Optimizely integrates a Customer Data Platform (CDP) to centralize and harmonize customer data.
Tool information:
Test types: A/B Testing, Split URL Testing, Multivariate Testing
Statistical model: The stats engine leverages the Bayesian and Frequentist statistics model.
Noteworthy features: WYSIWYG editor, CDN A/B testing, multi-armed bandit testing, audience targeting, mutually exclusive campaigns, and advanced native integration for server-side testing.
AI-based features: It has a generative AI-based text variation generator.
Supported testing platforms: Web, Mobile apps, Server-side, OTT
Pricing: It is available on request.
| Pros | Cons |
| It has Sequential Hypothesis testing that improves the accuracy of test performance and offers strong segmentation capabilities. | Switching between snippets and mini-snippets causes performance issues and delays the website loading time. |
Customer experience based on third-party reviews:
Optimizely is regarded for its personalized user experience, A/B testing capabilities, and analytics. However, it is often criticized for being expensive and less accessible to beginners due to its complexity.
3. AB Tasty
AB Tasty is an experience optimization platform that allows brands to deliver customer experience through experimentation and personalization. It is one of the leading tools in the market with a global market presence.
Tool information:
Test types: A/B Testing, Split URL Testing, Multivariate Testing
Statistical model: The stats engine uses the Bayesian statistics model.
Noteworthy features: WYSIWYG editor, comprehensive widget options, multi-armed bandit testing, audience, and behavior-based targeting.
AI-based features: AB Tasty enables users to leverage generative AI for visitor segmentation based on emotional states.
Supported testing platforms: Web, Mobile apps, Server-side
Pricing: It is available on request.
| Pros | Cons |
| Easy-to-use drag-and-drop editor to make changes to your webpage without involving your development team. | Implementation documentation doesn’t help a lot in solving user queries. |
Customer experience based on third-party reviews:
AB Tasty users praise it for its user-friendly interface, extensive range of widgets, and powerful personalization engine. However, some users have expressed concerns about its cumbersome reporting infrastructure and the complexity of cross-domain tracking.
4. Adobe Target
From the tech giant Adobe, Adobe Target is a comprehensive solution within the Adobe Experience Cloud. It offers a robust suite of features, including experimentation, personalization, and product recommendations, designed to optimize user experiences. Adobe Target also integrates seamlessly with other Adobe solutions, such as Adobe Analytics. As an enterprise-grade platform, it is often used by matured experimentation teams.
Tool information:
Test types: A/B Testing, Split URL Testing, Multivariate Testing
Statistical model: Adobe Target stat engine is based on a Frequentist statistics model.
Noteworthy features: WYSIWYG editor, advanced targeting based on behavior and attributes, and seamless integration with Adobe Experience Cloud tools.
AI-based features: It automatically allocates visitors to the winning variation earlier in the A/B testing process. Additionally, it offers features such as click-based personalized experiences, AI-driven offer delivery, and intelligent product recommendations.
Supported testing platforms: Web, Mobile apps, Server-side
Pricing: It is available on request.
| Pros | Cons |
| Easy integration with Adobe Analytics helps with advanced audience segments and reporting. | Server-side SDKs do not support third-party integrations. |
Customer experience based on third-party reviews:
Users have praised Adobe Target for its comprehensive suite of tools, data-driven insights, and marketing automation capabilities. However, some have noted that its complex functionality can be overwhelming for users.
5. Dynamic Yield
Dynamic Yield is an experience optimization solution from Mastercard. It is an advanced omnichannel personalization platform and offers testing features as a part of its ‘Optimize’ solution. The platform leverages its “Predictive Targeting” engine to extend personalization to highly specific audience segments, helping to synchronize and enhance user experiences across various touchpoints.
Tool information:
Test types: A/B Testing, Split URL Testing, Multivariate Testing
Statistical model: Dynamic Yield uses the Bayesian statistics model.
Noteworthy features: Multi-touch campaigns, multi-armed bandit testing, and seamless workflow for personalization.
AI-based features: It has AI-based text suggestions, audience segmentation capabilities, and personalization features, for example, AdaptML, a self-training deep learning system, enhances digital experiences by predicting customers’ next-best products.
Supported testing platforms: Web, Mobile apps, Server-side
Pricing: It is available on request.
| Pros | Cons |
| Run server-side tests with zero latency across your tech stack. | The absence of behavioral analytics tools limits the ability to analyze user behavior on websites. |
Customer experience based on third-party reviews:
Dynamic Yield is praised as a powerful tool for personalization, though it comes with a steep learning curve that can feel overwhelming initially.
6. Kameleoon
Kameleoon is a platform offering personalization, feature management, and website optimization. It empowers both product and marketing teams to accelerate their experimentation efforts while seamlessly integrating with their existing tech stacks.
Tool information:
Test types: A/B Testing, Split URL Testing, Multivariate Testing
Statistical model: Kameleoon by default, the experiment results are presented according to a Frequentist data analysis. But it also offers an option to switch to the Bayesian statistical model.
Noteworthy features: Widget library, multi-armed bandit testing, 45+ native targeting criteria, 30+ integrations with 3rd party analytics.
AI-based features: Kameleoon offers AI-driven capabilities that allow users to precisely target audience segments, create tailored variations, and analyze test results to uncover optimization opportunities.
Supported testing platforms: Web, Mobile apps, Server-side
Pricing: Pricing is available on request.
| Pros | Cons |
| Strong custom-based targeting capabilities are available on Kameleoon Full Stack. | Behavioral insights and project management capabilities are missing. |
Customer experience based on third-party reviews:
Users share that it is a great tool for running A/B tests and delivering personalized experiences. However, they note that it falls short in offering features like mutually exclusive campaigns and post-test segmentation, which limits its flexibility in some use cases. Also, Kameleoon’s impact on the website speed is 913ms.
7. Convert
Convert is a well-established A/B testing platform. It has been serving businesses for over a decade. The platform caters to a wide range of market segments, from small businesses to large enterprises. It provides comprehensive solutions tailored to meet various organizational needs.
Tool information:
Test types: A/B Testing, Split URL Testing, Multivariate Testing
Statistical model: Convert allows users to choose between two statistical models for test analysis: Frequentist and Bayesian.
Noteworthy features: Audience targeting engine with over 40 filtering options, visual editor, post segmentation, and code editor.
AI-based features: The platform has AI-based text suggestions to improve content and create A/B test variations.
Supported testing platforms: Web, Server-side
Pricing:
The platform offers transparent pricing, with plans tailored based on the number of monthly tracked users. Both annual and monthly options are available. Below are the details of the annual plans:
- Entry: $199/month for up to 100K monthly tracked users
- Specialist: $999/month for up to 400K monthly tracked users
- Pro: $1,699/month for up to 700K monthly tracked users
- Enterprise: Custom pricing available upon request
| Pros | Cons |
| SmartInsert ensures flicker-free client-side testing, with variation switching in 200-300 ms on the first load and 10-50ms on repeat loads. | Necessary to implement multiple code snippets to achieve SPA compatibility, which makes testing dynamic websites a cumbersome process. |
Customer experience based on third-party reviews:
Users have praised the platform for its competitive pricing and intuitive visual editor. However, some users have expressed concerns about the lack of mobile app A/B testing capabilities and issues with support documentation.
8. Omniconvert
Omniconvert is a digital experience optimization platform designed to help direct-to-consumer (D2C) businesses globally enhance customer experiences across acquisition, optimization, and retention stages. It provides solutions such as web experimentation, personalization, customer analytics, and customer feedback tools to drive informed decision-making and improve business performance.
Tool information:
Test types: A/B Testing, Split URL Testing
Statistical model: Omniconvert offers both statistical models: Frequentist and Bayesian.
Noteworthy features: WYSIWYG editor and audience segmentation.
AI-based features: The platform lacks AI-powered features specifically designed for A/B testing.
Supported testing platforms: Web
Pricing:
The pricing structure varies depending on the solution you choose, whether it’s A/B testing, analytics, or another feature, as well as the number of users you plan to test each month. The entry-level plan starts at $273 per month, accommodating up to 50,000 users.
| Pros | Cons |
| A powerful statistical engine allows the creation of relevant and tailored user experiences at an individual level. | Multi-armed bandit, multivariate testing, mutually exclusive campaigns, and server-side testing are missing. |
Customer experience based on third-party reviews:
Omniconvert users praise it as a comprehensive platform with strong segmentation and personalization features. However, many point out its steep learning curve, making it challenging for beginners to navigate.
This is what a client wrote about it on G2.
What the client liked
Omniconvert is a comprehensive conversion rate optimization (CRO) and customer value optimization (CVO) platform. It offers tools like A/B testing, website personalization, advanced segmentation, and customer surveys to enhance user experience, increase conversions, and retain customers. The platform helps businesses improve their customer lifetime value by using data-driven insights to tailor marketing strategies and optimize the entire customer journey, from acquisition to retention.What the client disliked
One drawback of Omniconvert is that it may have a steeper learning curve for beginners due to its advanced features and data-driven approach. If you are not familiar with digital marketing and analytics, it might require a bit of effort to get started. However, once you do learn, there is tremendous potential for growth and success.
Wonder why we say Multi-armed Bandit testing is an advanced testing feature? To learn how it can contribute to your bottom line, watch this webinar.
9. LaunchDarkly
LaunchDarkly is a feature management platform designed for modern enterprises. It offers tools for web experimentation, feature testing, feature flagging, and experience personalization through a unified dashboard. The platform claims that users can launch campaigns in just five minutes. The platform lets you have precise control over the customer experience, allowing you to conduct safe testing in production, obtain valuable feedback from users, and accelerate product release cycles. LaunchDarkly covers all major platforms like Xamarin, Swift, Java, .Net, C/C++, Salesforce, Python, and more with its SDKs.
Tool information:
Test types: A/B Testing, Split URL Testing, Multivariate Testing
Statistical model: LaunchDarkly uses Bayesian statistics in its experimentation.
Noteworthy features: Funnel experiments, and full-stack optimization.
AI-based features: The platform lacks AI-powered features specifically designed for A/B testing.
Supported testing platforms: Mobile app, Server-side
Pricing:
LaunchDarkly offers clear and transparent pricing across three plans:
- Developer – Free
- Foundation – $12/month
- Enterprise – Custom pricing
| Pros | Cons |
| Faster iterations are based on continuous user feedback to constantly improve the product. | No facility to conduct web testing using a drag-and-drop editor, which could reduce the involvement of IT and product teams. |
Customer experience based on third-party reviews:
Customers praise LaunchDarkly for its dependable feature flagging and real-time updates. The easy integration of its SDKs and the ability to target specific user groups are also highly valued. However, some users mention that the user interface can become cumbersome when managing numerous flags, and the pricing structure may feel complicated for smaller teams.
Curious to discover more about feature flags? How about watching a webinar to clear all your doubts?
10. Statsig
Statsig is a feature management and experimentation platform designed to help users seamlessly launch, test, and analyze new features. It offers five integrated solutions, allowing users to conduct experiments, monitor user behavior, analyze data, and manage feature flags—all from a single platform.
Tool information:
Test types: A/B Testing, Split URL Testing, Multivariate Testing
Statistical model: Statsig uses Bayesian and Frequentist statistics in its experimentation model.
Noteworthy features: Visual editor, no-code web analytics, multi-armed bandit testing, heterogeneous effect detection, and native support.
AI-based features: The platform lacks AI-powered features specifically designed for A/B testing.
Supported testing platforms: Web, Mobile app, Server-side
Pricing:
Statsig offers clear and transparent pricing across three plans:
- Developer – Free
- Pro – Starting at $150/month
- Enterprise – Custom pricing
- Warehouse – Custom pricing
| Pros | Cons |
| Its stats engine processes raw events, exposure events, and pre-computed metrics to enrich your experimentation strategy. | Calls for technical expertise to perform complex experiments. |
Customer experience based on third-party reviews:
Customers generally praise Statsig for its user-friendly interface, responsive customer support, and robust experimentation and feature flagging capabilities. However, some users have noted that it can be challenging for non technical users, the complexity of some features, and the pricing for larger teams.
11. Unbounce
Unbounce is a landing page builder platform tailored for marketers and agencies, designed to optimize conversions. Along with its core landing page optimization capabilities, Unbounce provides A/B testing, real-time analytics, and AI-driven tools for optimization and copywriting.
Tool information:
Test types: A/B Testing, Multivariate Testing
Statistical model: Unbounce provides limited details about its statistical models, so it’s unclear whether it uses a Bayesian or Frequentist approach for A/B testing analysis.
Noteworthy features: WYSIWYG editor, data integration with third-party platforms.
AI-based features: The platform has AI-based traffic allocation to win variation along with AI-based copywriting.
Supported testing platforms: Web
Pricing:
Unbounce offers clear and transparent pricing across four plans:
- Build – $74 /month (No A/B testing)
- Experiment – $112 /month
- Optimize – $187/month
- Concierge – $649/month
| Pros | Cons |
| It quickly allows users to create landing pages, as quickly as in a day. Also, the experimentation and reporting feature makes it easy for users to quickly start with A/B tests. | Limited design flexibility and occasional glitches are frustrating. |
Customer experience based on third-party reviews:
Customers love Unbounce’s easy-to-use drag-and-drop builder and integrations, but some have reported getting automatically switched to a paid plan.
12. ABsmartly
ABsmartly is an experimentation platform tailored for B2C companies. It supports cross-channel and cross-platform testing. The platform claims the ability to run experiments up to 80% faster than other tools on the market
Tool information:
Test types: A/B Testing, Split URL Testing, Multivariate Testing
Statistical model: ABsmartly provides limited details about its statistical models, so it’s unclear whether it uses a Bayesian or Frequentist approach for A/B testing analysis.
Noteworthy features: Debugging & guardrails, experiment library, robot and scraper detection, conflicting experiments detection.
AI-based features: The platform doesn’t feature any AI-based features.
Supported testing platforms: Web, Email, Mobile app, Server-side
Pricing: ABsmartly uses event-based pricing, starting at €60K per year for up to 50 million events per month.
| Pros | Cons |
| It offers group sequential testing that makes A/B testing faster. | Lack of behavior insights and AI-based features. |
Customer experience based on third-party reviews:
Customers praise ABsmartly for its scalability, ease of use, and excellent support. However, some users find the user interface confusing and note that the data export options are limited.
13. SiteSpect
SiteSpect is an A/B testing and optimization platform offering a suite of solutions, including A/B testing, personalization, and product recommendations. The platform offers the ability to let users add product recommendations anywhere on their webpage, without needing assistance from the development team.
Tool information:
Test types: A/B Testing, Split URL Testing, Multivariate Testing
Statistical model: The stats engine uses the Frequentist statistics model.
Noteworthy features: Visual editor, auto-promotion of winning variations, mobile targeting capabilities with preferred markup languages HTML or WAP/WML, and comprehensive API
AI-based features: The platform doesn’t have any AI-based features.
Supported testing platforms: Web, Mobile app, Server-side
Pricing: It is available on request.
| Pros | Cons |
| No flickering effect and ensures high performance across all devices. | The absence of a CDP prevents the fullest utilization of customer data to improve optimization programs. |
Customer experience based on third-party reviews:
Customers commend SiteSpect for its capability to handle complex testing and its outstanding customer support. However, some users note that the platform’s interface can be difficult to navigate, and the onboarding process tends to be time-consuming.
14. Apptimize
Apptimize is a versatile cross-channel A/B testing tool that enables experimentation across platforms such as apps, mobile web, desktop web, and OTT. It allows users to create personalized experiences, manage feature releases across multiple channels, and oversee multi-channel experiments—all from a single, streamlined dashboard.
Tool information:
Test types: A/B Testing, Split URL Testing, Multivariate Testing
Statistical model: Apptimize provides limited details about its statistical analysis, so it’s unclear whether it uses a Bayesian or Frequentist approach for A/B testing analysis.
Noteworthy features: WYSIWYG editor, audience segmentation and targeting, patented technology for cross-platform testing.
AI-based features: The platform doesn’t have any AI-based features.
Supported testing platforms: Web, App, Server-side, OTT
Pricing: Apptimize offers a free plan, while its advanced and enterprise plans come with pricing available upon request.
| Pros | Cons |
| Cross-platform experimentation allows to track impact on all platforms if a change is made in one. | Dashboard can be overwhelming at the start which creates a steep learning curve. |
Customer experience based on third-party reviews:
Customers praise Apptimize for its intuitive interface, effective A/B testing features, and prompt customer support. However, a few users have noted that the interface can become complicated, especially when setting up funnels for testing.
15. Split.io
Split.io is a feature delivery platform designed to streamline feature flag management, software experimentation, and continuous delivery. It combines the speed and control of feature flags with data-driven insights to measure the impact of each feature. The platform supports languages like Java, JavaScript, .Net, Node.js, PHP, Python, Redux, React, Ruby, Ruby on Rails, iOS, and GoLang. The platform aims to reduce development time, minimize release risks, and quantify the impact of changes, making it easier for engineering teams to address business challenges effectively.
Tool information:
Test types: A/B Testing, Split URL Testing, Multivariate Testing
Statistical model: Split.io uses the Frequentist statistics model.
Noteworthy features: Guardrail metric, instant feature impact detection, and integration with all major platforms.
AI-based features: The platform didn’t have A/B testing specific AI-based features, but has a Chatbot called “Switch” for instant support.
Supported testing platforms: Web, Mobile app, Server-side
Pricing:
Split.io offers clear and transparent pricing across three plans:
- Starter – Free
- Startup – $35/month
- Enterprise – custom pricing
| Pros | Cons |
| SDK architecture allows data to be processed locally to prevent sending private info to the cloud. | No separate packages for client and server-side SDKs. |
Customer experience based on third-party reviews:
Users appreciate Split.io for its ease of use, intuitive interface, and precise control over feature flags. However, some have expressed a desire for more advanced reporting and enhanced visualization capabilities to further improve their experience with the platform.
This is what a client wrote about it on G2.
What the client liked
In a nutshell, Split.io simplifies feature management, making it a must-have tool in our arsenal! User-friendly interface: no need to be a tech guru—the interface is very intuitive. Complete control: pinpoint user targeting, ace A/B testing, and roll out updates gradually with ease.
What the client didn’t liked
One area that could be improved in Split.io is the platform’s built-in reporting and visualization capabilities. While it provides valuable real-time insights into feature performance, expanding the reporting and visualization options to offer more customizable and in-depth analytics would be beneficial.
Now that we’ve explored the leading A/B testing tools on the market, let’s dive into important use cases and understand how to select a tool that solves challenges relevant to you.
Note: Oracle Maxymiser is not included in this list as it sunsetted on May 31, 2024.
Choosing the right A/B testing tool
We’ve shortlisted 15 A/B testing tools. Now, let’s refine our selection process by discussing the key criteria for shortlisting. We will identify which tools excel in each specific area to help you find the best fit for your needs.
An A/B testing tool should be easy to use and simple to onboard team members. Optimization—especially conversion rate optimization—is not a one-person job. It requires collaboration, ideally involving the entire marketing department. To drive real change, the tool should be accessible and have a low learning curve to ensure everyone can engage effectively and adopt the right mindset.
– David Otero,
Growth Specialist at DLTC
1. Are you seeking a one-stop solution for all your CRO needs?
Handling multiple tools can be a hassle and if you’re looking for a tool that caters to various facets of CRO like behavior analysis, personalization, and data management, then here are tools that are recommended.
| Tool name | VWO | Statsig | Omniconvert |
| Features | 1. Visitor behavior 2. Multichannel experimentation 3. Personalization 4. Customer data platform 5. Project management | 1. Multichannel experimentation 2. Product and customer behavior analytics 3. Web analytics | 1. Experimentation 2. Personalization 3. Surveys 4. E-commerce specific analysis and optimization tool |
Marketers’ tools can include skills, software, or other resources. Minimizing unnecessary movements and time-wasting is crucial. Having everything you need in one place helps avoid distractions. So, can you set up, execute, and report all from a single tool? Doing so can be incredibly efficient, preventing the need to jump between different platforms. Alternatively, it could be as straightforward as ensuring all your reports are pulled from the same platform at consistent intervals—daily, weekly, or monthly—creating a single source of truth. This ensures you’re always using comparable data to make informed decisions.
– Lee Bradshaw,
Head of Lead Generation at boxChilli Digital Marketing
Source: Webinar on Kaizen philosophy
2. Want to kickstart your journey with a free starter plan?
Investing in a CRO tool can be a huge commitment and if your business wants to take small steps in building a CRO culture by first investing in a tool that offers a free plan then here are the recommended tools:
| Tool name | VWO | LaunchDarkly | Statsig |
| Plan details | Forever free upto 50k monthly tracked users for web | Free plan with 10k experimentation keys per month | Free plan with 2M Events/month for analytics, and experiments. |
3. Looking for rapid experimentation with AI in A/B testing?
Artificial intelligence has quickly become an integral part of solutions across various industries, and the optimization and testing space is no exception. If you’re aiming to accelerate your testing process with AI-driven features, here are some recommended tools to consider.
| Tool name | VWO | Adobe Target | Kameleoon |
| Feature details | Generative AI feature to generate personalized testing ideas for specific web pages and goals. | AI-based feature to automatically allocate more traffic to winning variation beforehand. | AI feature helps in generating A/B test variation, targeting audience segments, and analyzing A/B test results. |
I recently had a discussion with a CRO colleague about the need for a tool that uses AI to combine multiple data sources – such as analytics, heatmaps, and heuristic analysis – to generate recommendations. I don’t think we are too far off from a tool like this, where much of the heavy lifting during the research phase is cut down, allowing the marketer to focus on strategy and implementation.
– Ilan Hurwitz,
Founder at Clever Conversions
Source: Insights from Ilan Hurwitz
4. Have questions on user privacy?
Privacy is becoming a top priority for most businesses today. If your goal is to run experiments while ensuring that visitor data remains secure, here are the recommended tools.
| Tool name | VWO | LaunchDarkly | Optimizely |
| Compliance | GDPR CCPA PCI DSS HIPAA ISO 27001:2013 ISO 27001:2019 SOC 2 Type II | GDPR CCPA ISO 27001 ISO27701 HIPAA FedRAMP SOC 2 Type II | GDPR CCPA PCI DSS ISO 27001:2013 |
5. Want to explore tools backed by outstanding reviews and testimonials?
If your criteria for selecting an A/B testing tool focus on positive reviews, extensive market presence, and high user satisfaction from current clients, then the latest G2 Quadrant report from September 2024 is a must-see. It highlights the top tools based on these factors.
VWO leads the market with the highest user satisfaction. From our list of 15 shortlisted tools, AB Tasty and LaunchDarkly also stand out with impressive satisfaction ratings, making them strong contenders for your consideration.
6. Want to expedite your decision with an interactive feature comparison tool?
If you want to compare the top A/B testing tools feature by feature, we’ve got you covered. Here’s a preview of the free interactive tool that helps you make a side-by-side comparison.
Choose your criteria and check which platform offers what you need. Explore the full A/B testing tools comparison here.
Still need clarity on choosing an A/B testing tool?
The criteria and alternatives mentioned above can certainly help you narrow down your choice of an A/B testing tool. However, if you’re still looking for more guidance, here are some general guidelines to consider when evaluating any other tool:
- Test variety: Ensure the tool supports a range of tests, such as A/B, multivariate, split URL, and mobile app testing. This versatility will help meet all your experimentation needs.
- Effect on load time: Consider how the tool affects page load time. Tools with asynchronous code allow faster page rendering, which is crucial for maintaining a seamless user experience.
- Intuitive interface: Choose a tool with an intuitive user interface that doesn’t require constant IT support. This will allow you to quickly set up and run tests, streamlining your workflow.
- Advanced targeting: Look for advanced audience segmentation and targeting features. These enable you to tailor tests to specific groups, enhancing the relevance of your results.
- Integration: Opt for tools that integrate seamlessly with your existing platforms, ensuring smooth data flow and maximizing efficiency across your marketing stack.
- Result accuracy: It’s crucial to evaluate the tool’s method for calculating statistical significance. Accurate results ensure your data-driven decisions are reliable.
- Customer support: High-quality customer support can be a game-changer. Whether it’s via live chat, phone, or email, check the vendor’s CSAT scores to gauge how responsive and helpful their support is.
When selecting an A/B testing tool, prioritize those with advanced targeting capabilities and seamless integrations with third-party platforms. This ensures you can run precise, tailored experiments and effortlessly integrate test results into your broader marketing strategies for more effective decision-making and improved customer experiences.
Download Free: A/B Testing Guide
Google Optimize sunsetted: Searching for alternatives?
Google Optimize, a free A/B testing tool, was officially discontinued on September 30, 2023. Its premium version, Optimize 360(also sunsetted), catered to enterprise businesses by offering increased testing capacity and more advanced features. Both versions integrated seamlessly with Google’s suite of tools, such as Google Analytics and Google Tag Manager, providing a streamlined and efficient testing and data management experience.
However, using a forever free tool like Google Optimize had some problems, which were rightly pointed out by an A/B testing expert:
Sometimes free is not good enough. From our point of view, with experience running optimization programs, Google Optimize is just a tool to play with, but not to run a successful program. It lacks so many things that will be, like, roadblocks to your success. I mean, it’s free, but you will pay with your time. It’s gonna be a lot of problems if you lack the support. Also, if they want to change something one day, they just change it, and you’re not important to them. You are just another number, another free user.
So, if you want to play around to see what CRO is about, do it, play with it. But if you want to start making a serious CRO program, I would say you will need to invest in order to be safe and play with some security.
Growth Specialist at DLTC
With the discontinuation of Google Optimize, businesses that relied on it must find alternative platforms to continue performing A/B testing. Here are three alternatives that have superior capabilities compared to Google Optimize.
VWO – VWO offers a free starter plan with more advanced features than those available in Google Optimize. You can run A/B tests with 50k monthly tracked users. It also integrates seamlessly with all Google products, ensuring businesses won’t need to adjust their existing tools for data management and tracking. For a detailed feature comparison, you can explore VWO’s Google Optimize comparison page.
Statsig – Statsig also offers a free developer plan along with seamless integration with Google products. Also, it has advanced features like server-side testing and session replays in the free plan.
Optimizely – Optimizely doesn’t have any free plan but can be a viable option as it can help multi-platform experimentation, create a personalized experience, and easy integration with Google Products.
Considering VWO for A/B testing needs?
With so many A/B testing tools out there, it can be tricky to pick the one that best suits your needs. But if you’re considering VWO, here’s a quick breakdown of how it can help, no matter your experience level:
1. Beginner A/B testing needs
If you’re just dipping your toes into experimentation and optimization: VWO offers a free plan for A/B testing up to 50k monthly website visitors, letting you explore without making an upfront investment. As your testing needs expand, you can easily switch to a paid plan with more advanced features. And with an industry-leading CSAT score, you can be confident you’re in safe hands.
2. Enterprise-level experimentation culture
If you’re an enterprise business that focuses heavily on driving growth and results through experimentation…
VWO offers features such as multi-page campaigns, server-side testing, and post-test visitor segmentation. VWO has exceptional customer support, and a dedicated account manager available 24/5, ensuring you receive timely assistance whenever needed.
3. Need more than just an A/B Testing tool
If your business seeks a more holistic approach to digital user experience optimization, VWO has you covered…
- VWO Insights, a behavior analytics tool to help you uncover visitor pain points and frustrations with heatmaps, session recordings, form analytics, and surveys.
- VWO Data360, a customer data platform that enables you to collect and unify data from various channels, allowing you to create highly targeted audience segments and launch personalized campaigns.
- VWO Personalize, a personalization tool that lets you craft tailored experiences based on user attributes, behaviors, or custom segments unique to your business.
VWO is a platform with a proven track record and here are some case studies to show how it has helped its customers.
✅ Human Interest, a US-based SaaS company leveraged VWO FullStack to integrate with Contentful and enhance lead generation on their landing pages by running server-side experiments. It was hypothesized that showing the contact form above the fold would improve the conversion rate. Indeed, they achieved a 3.77% rise in form submissions and a 74.84% increase in the number of scheduled calls with potential customers.
✅ Hush Blankets, a Canada-based company, partnered with VWO to find friction on – the cart page (mobile) and product page for Hush Classic (desktop). The pages were revamped using the VWO Visual Editor, and the test ran for 15 days. The team saw an uplift of 5.67% in their conversion rate (visits to the checkout page), a 33.15% uplift in the checkout rate, and an overall revenue gain of 51.32%.
✅ Penn Foster, a for-profit online college based in Scranton, was concerned with low returns from paid campaigns. The team directed the paid traffic to a new landing page with only relevant information and specific CTA buttons. They believed that this would also help them improve the lifetime value of enrolled leads. The test was a big success with the click-to-lead conversion rate increasing by 202% and the click-to-enrolment rate rising as well.
You can check out more success stories to understand different use cases.
If you’re interested in exploring VWO and learning how it can elevate your key performance indicators (KPI) performance, you can sign up for a 30-day free trial.
Wrapping up
Did you enjoy checking out our top picks for the best A/B testing tools? We get it, selecting amongst the best A/B testing platforms for your needs can be tricky because every tool has its strengths and weaknesses. Take your time and do a thorough comparison to make the best decision for your business.
Quick note: As you’re in the process of selecting an A/B testing tool, there is a report that can guide your entire A/B testing journey with insights specific to your industry. VWO analyzed over 1 million A/B tests run on 100,000 websites across 18 industries. The in-depth analysis has revealed industry-specific trends, such as average A/B test success rates, most common conversion goals, and more.
Frequently asked questions
To create a successful A/B testing framework or strategy, it is crucial to:
1. Define your goal – identify which metric you want to improve by implementing the test.
Make observations – understand your website friction and identify any issues by conducting quantitative and qualitative data research.
2. Formulate a hypothesis – Analyze user behavior to create a hypothesis.
Run tests – conduct A/B tests for a sufficient period to obtain statistical significance.
3. Calculate the A/B test duration here.
4. Interpret results – analyze the test results carefully to make data-driven decisions and implement the winning variation.
5. Conduct post-test analysis – analyze the results and identify areas for improvement in your test report.
With these steps, you can create a structured and effective A/B testing framework or strategy that leads to actionable insights and meaningful improvement in your website or app.
If your in-house team lacks the necessary expertise to spearhead an end-to-end app or website optimization program, you can hire professionals offering A/B testing services. At VWO, our success team can identify optimization opportunities, create tests, and analyze learnings to help build an experimentation culture in your organization. So, if you’re looking for an integrated experimentation platform and top-notch professional assistance, VWO should be your top choice.
Not all website testing tools offer mobile app testing capability. If you’re looking for mobile app testing tools, you can consider opting for VWO which makes mobile app testing a breeze. VWO offers lightweight SDKs for iOS, Android, and other widely used backend languages. Once you integrate the mobile app SDK, VWO will generate API keys that you can use for initializing your iOS and Android apps. For a detailed explanation of the steps involved, please refer to our guide.
A/B testing tools allow you to test two different versions of a website element to see which one improves your business metric. You can set conversion goals, create multiple variations, split audiences, and even analyze your test results through data visualization charts on these testing tools. With some of the best split testing tools, you can even slice and dice test reports to evaluate how a test performed for a specific segment. To get more insights into each of these steps, you can read our comprehensive guide.
Before you choose an experimentation platform, it’s important to make careful considerations and be aware of limitations. For example, if your website doesn’t get enough traffic, it can be a tad difficult to get statistically significant results. In that case, you would want to explore ways to increase the flow of relevant website traffic first and then get a tool to run a test. Here’s a blog you may want to read to learn more about testing on low-traffic websites.
Also, avoid A/B testing if your hypothesis is not data-driven and is solely based on guesswork. To determine if a test can optimize user experience, it’s crucial to base your idea on user behavior across your website. VWO’s experimentation platform stands out from others by offering both behavior analysis and testing capabilities, ensuring that your tests are based on solid hypotheses derived from user insights.
When running an A/B test on any testing tools, choose a metric that aligns with the goals of your business model. For instance,
If you run an eCommerce business, you’d focus on metrics like average order value, revenue per visitor, or conversion metrics like page visits or email subscriptions.
On the other hand, if yours is a SaaS website and you want to run a test on it, you’d want to set metrics like free trial conversions, form submissions, subscriptions, customer lifetime value, and so on.
You should also consider bounce rates, regardless of your business model, to assess user engagement and determine if visitors are leaving your website prematurely without converting.
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