A/B testing, also known as split testing, is one of the most powerful methods for optimizing your website and marketing campaigns to maximize conversions and revenue. By comparing two or more versions of a web page, app, ad, or email, you can determine which variant performs best with your target audience.
But to run effective, statistically significant A/B tests, you need a robust testing platform with the right capabilities. With dozens of A/B testing tools on the market, how do you choose the best one for your needs and budget?
In this guide, we‘ll review 15 of the top A/B testing tools for 2023, with a detailed look at their features, benefits, pricing, and use cases. Whether you‘re a startup just getting started with testing or an enterprise looking for an advanced experimentation platform, you‘ll find the ideal solution on this list.
What to Look for in an A/B Testing Tool
Before we dive into the tools, let‘s clarify what you should look for when evaluating an A/B testing solution. Here are some of the essential capabilities:
Types of Tests: At a minimum, the tool should support basic A/B testing of two page variants. More advanced platforms also offer multivariate testing (with multiple elements), multi-page funnel tests, and mobile app testing.
Visual Editor: For marketers and non-technical users, a code-free visual editor is essential for quickly creating test variants. But developers will also want the ability to edit the raw HTML/CSS/JavaScript for more advanced tests.
Targeting & Segmentation: To deliver the optimal experience to each visitor, your testing tool needs robust audience targeting and segmentation capabilities. Look for the ability to target by traffic source, user behavior, location, device, and more.
Traffic Allocation & Distribution: The tool should allow you to adjust the percentage of traffic allocated to each test variation, and automatically shift more traffic to the winning variation over time.
Statistical Analysis: To determine the winner of an A/B test with confidence, the tool needs to measure statistical significance using industry-standard methods like null hypothesis significance testing or Bayesian inference.
Performance & Stability: A/B testing tools modify your live website or app code, so it‘s critical that they have minimal impact on performance and stability. Look for asynchronous loading, content delivery networks (CDNs), and enterprise-grade infrastructure.
Integrations: Your A/B testing tool should integrate seamlessly with the rest of your marketing tech stack, including analytics, personalization, live chat, and more.
With these criteria in mind, let‘s look at 15 of the top A/B testing tools to consider in 2023, grouped by use case.
Best A/B Testing Tools for Websites & Landing Pages
1. Google Optimize
Overview: Google Optimize is a free A/B testing and personalization tool that‘s tightly integrated with Google Analytics. It‘s ideal for marketers who are already using Google tools and want to start experimenting.
Key Features:
- Native integration with Google Analytics
- Easy-to-use visual editor for non-technical users
- Advanced segmentation with Google Analytics audiences
- Bayesian statistical analysis and intelligent traffic allocation
- Server-side and mobile app testing with Optimize 360
Pricing: Free, with an enterprise version (Optimize 360) available as part of Google Marketing Platform
Best For: Marketers and small-to-midsize businesses (SMBs) using Google Analytics
2. Optimizely
Overview: Optimizely is the leading enterprise experimentation platform, with advanced tools for A/B testing, multivariate testing, and personalization across web, mobile app, and server-side.
Key Features:
- Intuitive visual editor for building page variations
- Ability to run multiple experiments on the same page
- Extensive targeting and segmentation options
- Advanced statistical models and machine learning insights
- Feature management and rollouts for product teams
Pricing: Custom pricing based on traffic volume and features, starting around $50,000/year
Best For: Enterprise marketing and product teams running hundreds of experiments
3. VWO Testing
Overview: VWO Testing (formerly Visual Website Optimizer) is a user-friendly A/B testing tool with built-in heatmaps, session recordings, and on-page surveys for gathering qualitative insights.
Key Features:
- Simple WYSIWYG editor for creating variations
- Heatmaps and session replays to understand user behavior
- Advanced segmentation and personalization capabilities
- Asynchronous SmartCode™ for fast page load times
- Integrations with popular analytics and marketing tools
Pricing: Plans start at $99/month, with custom enterprise pricing available
Best For: Mid-market companies looking for an all-in-one optimization platform
Best A/B Testing Tools for Mobile Apps
4. Apptimize
Overview: Apptimize is an advanced A/B testing and feature release management platform built specifically for native iOS and Android apps.
Key Features:
- Easy WYSIWYG editor for creating app variations without coding
- Phased rollouts and feature flags for testing in production
- Audience targeting based on any user attribute or event
- Instant updates without waiting for App Store review
- Robust security and performance at scale
Pricing: Custom pricing based on monthly active users
Best For: Mobile-first companies and enterprises with high-traffic apps
5. Firebase A/B Testing
Overview: Firebase A/B Testing is a free tool for running experiments on native iOS and Android apps, integrated with the Firebase development platform.
Key Features:
- Experiments on in-app purchases, retention, and other custom events
- Accelerated Bayesian statistical engine for faster results
- Remote configuration to change app behavior on the fly
- Integration with other Firebase tools like Analytics and Cloud Messaging
Pricing: Free for unlimited tests and app users
Best For: Mobile app developers already using Firebase for app development and analytics
Best Omnichannel A/B Testing Tools
6. Adobe Target
Overview: Adobe Target is a powerful A/B testing and personalization engine that‘s part of the Adobe Experience Cloud. It supports experiments across web, mobile, email, IoT, and server-side.
Key Features:
- Drag-and-drop visual experience composer for web and mobile
- Automated personalization and recommendations with AI/ML
- Robust audience targeting based on online/offline data
- Integration with other Adobe tools like Analytics, Campaign, and Audience Manager
Pricing: Available as part of Adobe Experience Cloud, custom pricing based on solution and scale
Best For: Enterprise marketing teams using Adobe tools for customer experience management
7. Monetate
Overview: Monetate is a comprehensive personalization platform that includes A/B testing, recommendations, and automated 1-to-1 experiences across web, email, and mobile.
Key Features:
- Customizable page elements and templates
- Self-training AI models for continuous optimization
- Pre-built audiences based on CRM data and offline behavior
- Integrations with 50+ marketing technologies
Pricing: Custom pricing based on traffic volume and channels
Best For: Retail and ecommerce brands focused on omnichannel personalization
Other Top A/B Testing Tools for 2023
8. AB Tasty
Pricing: Starts at $34,000/year
Best For: Enterprises looking for a full-featured optimization suite
9. Kameleoon
Pricing: Custom pricing, free trial available
Best For: Full-stack marketers running web and full-stack experiments
10. Convert
Pricing: Starts at $699/month
Best For: Agencies and SMBs who want advanced testing without the enterprise price tag
11. Freshmarketer
Pricing: A/B testing starts at $19/month, included in $99/month plan
Best For: Small businesses using the Freshworks CRM and marketing tools
12. Omniconvert
Pricing: Starts at $167/month
Best For: Ecommerce businesses focused on improving cart and checkout flow
13. SiteSpect
Pricing: Custom enterprise pricing
Best For: High-traffic websites that need server-side testing without page-load impact
14. Webtrends Optimize
Pricing: Custom pricing, free trial available
Best For: Enterprise companies that need advanced testing and personalization
15. Dynamic Yield
Pricing: Custom pricing based on traffic volume
Best For: Ecommerce brands and publishers looking for an AI-powered optimization solution
How to Choose the Right A/B Testing Tool
With so many great A/B testing tools available, how do you decide which one is right for your business? Here are a few key factors to consider:
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Ease of use: If you‘re just getting started with A/B testing, choose a tool with a short learning curve and an intuitive interface. More advanced users will want a balance of simplicity and flexibility.
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Traffic and testing volume: Estimate how many monthly visitors your website or app receives, and how many experiments you plan to run concurrently. Make sure the tool can handle your traffic and testing needs.
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Channels and devices: Consider which customer touchpoints you want to test and optimize (web, mobile web, native app, email, etc.) and choose a tool that supports them.
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Integrations: Your A/B testing tool should play nicely with the other technologies in your growth stack. Check for pre-built integrations or API access.
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Services and support: If you need help with strategy, implementation, or analysis, look for a provider that offers managed services and/or dedicated customer success to help you get the most value from the platform.
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Pricing: A/B testing tools are priced based on factors like traffic volume, feature set, and services. Set a budget based on the expected return on investment (ROI), and look for a tool that delivers the right capabilities at the right price.
Start Optimizing with A/B Testing Today
A/B testing is a proven method for driving more conversions and revenue by delivering optimized experiences to every user. By comparing two or more versions of a page or app, you can identify the changes that make the biggest impact on your business metrics.
But to succeed with A/B testing at scale, you need a tool that makes it easy to run and analyze experiments across your digital channels. The 15 A/B testing tools in this guide are some of the best on the market, each with its own strengths and use cases.
Review the key features and benefits, match them to your specific needs and budget, and start your free trial or demo today. With the right A/B testing tool on your side, you‘ll be well on your way to optimizing your customer experience and maximizing your growth potential.
