A/B testing is an essential process for optimizing the user experience and conversion rates of websites. By testing different versions of page elements against each other, you can determine which variant better resonates with your target audience.
The benefits of A/B testing for SEO are immense. Well-executed tests can lead to improvements in click-through rates, lower bounce rates, longer session durations, and increased goal conversions. All of these metrics signal to search engines that users have a positive experience on your site.
In this comprehensive guide, we will cover:
- What is A/B Testing and Why It Matters for SEO
- Types of A/B Tests Relevant for SEO
- Criteria for Selecting SEO A/B Testing Tools
- The Top 12 SEO A/B Testing Solutions
- Implementation Tips and Recommendations
What is A/B Testing and Why It Matters for SEO
A/B testing, also known as split testing, is a controlled experiment where two variants of a page are pitted against each other to determine which performs better. The metrics used to judge performance depend on the goal of the test.
For SEO, typical goals revolve around engagement and conversion:
- Click-through-rate (CTR) from search results
- Bounce rate
- Pages per session
- Time on site
- Goal conversions
By testing changes to your on-page content and UX elements, you can optimize pages to increase clicks and engagement from organic search. This signals to Google that your pages satisfy user search intents, improving rankings over time.
Done right, A/B testing allows you to make data-backed decisions on how to create the best possible experience for organic visitors.
Types of A/B Tests Relevant for SEO
There are a few main types of A/B tests that can influence SEO:
1. Title and Meta Description Tests
These target the snippet seen in search results, optimizing click-through rates. You can test:
- Different title tags
- Various meta description lengths and copy
- Adding/removing question headlines
2. Content and Copy Tests
Experiment with different copy and content formatting to reduce bounce rates. Tests can include:
- Headline & subheadline changes
- Paragraph lengths
- Image use
- Content section reorganization
3. Call-to-Action (CTA) Tests
Optimize buttons and links to improve conversions. Variations may include:
- Different CTA copy
- CTA placement
- Button color/size
- Icon use
4. Lead Generation Form Tests
Reduce form abandon rates to improve conversions. This involves testing:
- Form fields/requirements
- Layout/placement
- Error messaging
- Confirmation messaging
The best tools provide the flexibility to run all these critical test types for SEO.
Criteria for Selecting SEO A/B Testing Tools
With a myriad of solutions available, choosing the right A/B testing tool for your needs is vital. Some key criteria to evaluate include:
- Ease of use – How difficult is the tool to implement and run tests with? You want minimal technical skill required.
- Analytics integration – Seamless connectivity with Google Analytics, Search Console, etc. is essential for judging test success.
- Audience targeting – The ability to segment users by behavior, location, referral source and more.
- Multivariate testing – Test multiple page elements/variants simultaneously.
- Smart algorithms – Automated algorithms that learn what converts best.
- Ecommerce tracking – For online stores, conversion and revenue data is key.
- Reporting – Robust reports and clear visualizations to interpret test data.
- Testing options – Support for A/B, split, multivariate, redirect, and manual testing to cover all needs.
- Enterprise scalability – Options to manage large numbers of simultaneous tests across domains.
- Complimentary tools – Form builders, personalization etc. improve capabilities.
- Mobile optimization – Ensure testing and experience works across devices.
- Customer support – Responsive technical assistance and expertise is useful, especially during onboarding.
- Cost – Wide range in pricing models across tools, select one aligned with your budget and needs.
Selecting a platform that aligns with your technical capabilities and addresses your SEO A/B testing needs is key to success.
Now let’s explore the top A/B testing tools for SEO…
1. Google Optimize
Google Optimize is a robust testing and personalization platform designed by Google.
The tool is extremely beginner friendly. Simple point-and-click editors require no coding knowledge to set up tests. It also leverages advanced algorithms that automatically learn and push the best performing variants.
Easy Google integration allows you to connect Google Analytics goals to judge test success. Extensive reporting and the ability to drill down into user segments makes analyzing the impact of tests simple.
The free plan also provides all the necessary features for comprehensive A/B testing. These capabilities and generous free limits make Optimize a top choice, especially if you rely on Google tools.
Key SEO Relevant Features:
- Visual editor to build/edit test pages
- Tools to target user segments
- Automated multivariate testing
- Full Google Analytics integration
- Conversion rate reporting
Ideal for: Google reliant sites wanting free yet advanced testing.
Start Testing with Google Optimize
2. VWO
VWO (Visual Website Optimizer) is a standalone enterprise-grade testing solution. Over a billion tests have been executed with its robust A/B and multivariate testing capabilities.
It provides click trail recordings to see detailed user journeys. Heatmaps integrate with tests to understand engagement. These advanced analytics inform high-quality experiments.
SmartStats technology detects early winning variations to minimize test times and maximize outcomes. Customizable dashboards give clear reporting for anyone to digest.
With strong features for conversion rate experts yet ease-of-use for newbies, VWO strikes an impressive balance. It’s an Editors Choice on Capterra and G2 for A/B testing.
Key SEO Relevant Features:
- Scroll maps & click tracking
- Multivariate experiments
- Geo-targeting
- Funnel testing
- Real-time stats & custom reporting
Ideal for: Sophisticated testing teams desiring deep analytics.
3. Crazy Egg
Boasting over 26,000 customers, Crazy Egg takes simplicity and affordability to the next level. It removes all the complexities typically associated with valid testing.
The tool provides click tracking across your site as visitors engage with pages. See exactly where they are clicking via generated heatmaps. Combine this with A/B testing lightweight Javascript snippets that seamlessly serve different versions of site elements.
There’s no need for separate tools, tags, or code to manage. Eliminating the tricky setup makes launching valid tests effortless.
Detailed reporting then allows you to gauge engagement levels across variants to determine winners. With pricing starting at an unbeatable $29 a month, the value is outstanding.
For those overwhelmed by complex tools, Crazy Egg makes robust A/B testing finally accessible.
Key SEO Relevant Features:
- Click-tracking heatmaps
- Scroll maps
- Simple JS testing tags
- Conversion reporting
- Affordable pricing
Ideal for: Lean teams desiring simplified, self-serve testing.
4. Optimizely
Optimizely‘s impressive customer list of leading Fortune 500 companies demonstrates powerful enterprise-scale testing capacities.
The tool introduces the concept of Experimentation Management Systems (EMS) supporting team collaboration for better testing outcomes. Workspaces allowing commenting ensures alignment before launching tests.
Sophisticated AI capabilities automate multivariate testing once configured. Segment audiences and serve experiences to each group based on their needs and behaviors.
Optimizely’s full-stack experimentation platform also enables personalization beyond the web across mobile apps and emails. With powerful capabilities catering from small businesses to global enterprises, Optimizely is one of the most robust solutions around.
Key SEO Relevant Features:
- Experiment collaboration tools
- Smart multivariate algorithms
- Progressive web app testing
- Audience segmentation
- Full analytics integration
Ideal for: Large enterprises desiring a full experimentation workflow.
5. Instapage
Instapage‘s versatile landing page builder is complemented by sophisticated A/B testing capabilities built-in.
Visually create and iterate landing pages without technical help. Then utilize built-in analytics to test conversions against the original. Understand overall site performance better through advertising and UTM tag integration with exports.
Instapage experts also provide tailored A/B testing strategy consultations. These personalized recommendations help craft high-quality experiments tailored to your business objectives. Then easily act upon insights uncovered from experiment reports.
With dynamic content personalization also available, Instapage offers quite the robust package – all starting at just $149 a month.
Key SEO Relevant Features:
- Visual page builder
- Conversion analytics
- Personalization options
- Ad integration
- Custom reporting
Ideal for: Advertising reliant businesses desiring landing page testing.
6. AB Tasty
AB Tasty‘s comprehensive CX platform revolves around their advanced testing engine designed for personalization. Sophisticated visual user-flow builders enable you to model tests rapidly.
Smart use of AI powers the tool’s ability to serve tailored experiences for visitors in real time. Detailed click-trail tracking provides the insights needed to craft targeted user journeys.
Advanced features like logo personalization, dynamic widgets, and action-based targeting give fine-tuned control for next-level testing. Chalk this up to over a decade of honing an enterprise-level conversion optimization platform.
For larger brands, AB Tasty also provides dedicated onboarding and consulting from industry experts. This emphasis on strategy generates outstanding CX that converts visitors.
Key SEO Relevant Features:
- User flow mapping
- AI-driven personalization
- Clickstream analytics
- Experience targeting
- Funnel analysis
Ideal for: Marketers wanting advanced personalization.
7. Adobe Target
Utilized by leading enterprise brands like GE and 20% of Fortune 100 companies, Adobe Target offers heavy-duty testing capacities.
As part of Adobe Experience Cloud, it can integrate tightly with Adobe Analytics. This allows you to swiftly act on discoveries from tests run or user data analyzed.
Robust visual editors require no coding for creating tests. Using Analytics data, you can easily segment groups for targeted testing. Powerful AI will automatically serve tailored page variations to users for peak conversions.
Vast scalability, advanced integrations, and proven results at scale make Adobe Target shine for large brands. Yet it‘s still accessible for smaller companies thanks to more lightweight plans.
Key SEO Relevant Features:
- AI-driven recommendations
- Adobe Analytics integration
- Visual editor
- Customer profiling
- Multivariate testing
Ideal for: Marketers heavily reliant on Adobe Creative Cloud apps.
8. Qubit
Providing dedicated testing solutions for ecommerce stores defines Qubit. Its specialty lies in delivering uplifts specifically in online revenue metrics.
The tool automatically detects the highest-value users to your site based on their engagement levels. Store owners can then segment these visitors in Qubit to provide tailored testing. This enables the discovery of revenue-focused personalization that appeals most to converting users.
Integrations with ecommerce platforms like Shopify and Magento also make implementation smooth. Detailed analytics quantifies exactly how tests impact your key monetary metrics like AOV or revenue per visitor.
For ecommerce brands, Qubit‘s revenue-centric optimization approach is worth exploring.
Key SEO Relevant Features:
- Segmentation by user value
- Focus on revenue metrics
- Ecommerce platform integration
- Checkout and cart testing
- Advanced analytics
Ideal for: Ecommerce site owners.
9. Omniconvert
Omniconvert‘s unique value proposition is enabling dynamic personalization without needing dedicated developers.
Through its robust rules engine, anyone can define tailored user experiences for traffic. Then using progressive profiling, the tool observes visitors over time to segment them for personalized testing automatically.
For example, you can showcase certain products on category pages to return visitors vs. promotions to new visitors. Rules can also be based on past purchases, pinpointed referrers, geo-location and more.
With the ability to build completely personalized user journeys, it provides immense flexibility to optimize experiences. This leads to outstanding conversion lift seen from current top customers like Protective Life and TransferWise.
Key SEO Relevant Features:
- Rules-based personalization
- Progressive profiling
- Geo-targeting options
- Shopping behavior targeting
- Funnel journey customization
Ideal for: Marketers without dev resources wanting powerful personalization.
See Personalization Options with Omniconvert
10. Freshmarketer
Freshmarketer‘s comprehensive suites integrate robust testing capabilities with broader marketing automation features.
Create and manage highly customizable landing pages tailored to your branding without any coding skills. Drop in various modules to design how visitors navigate and consume content. Dynamic content then facilitates personalization by serving customized versions for targeted segments.
Detailed user behavior tracking quantifies engagement levels across visitor groups. View mouse movements, clicks, and scroll reach through provided heatmap reports. Statistical rigor ensures quality insights to guide page optimization and superior conversion performance.
While still a somewhat fresh player, Freshmarketer shows enormous promise – especially for small businesses wanting marketing simplicity.
Key SEO Relevant Features:
- Drag and drop landing page builder
- User behavior tracking
- Dynamic content
- Lifetime value analytics
- Email and SMS integrations
Ideal for: Small business marketers desiring simplicity.
11. Zoho PageSense
Rounding off the list is Zoho PageSense, providing comprehensive digital analytics with built-in testing.
Assess core web vitals like page speeds and SEO metrics through detailed reports. Filter datasets and explore custom dashboards to uncover optimization opportunities.
Natively create A/B or multivariate landing page experiments without additional tools. Alternately integrate with analytics data to judge experiment success.
Zoho also facilitates personalization through pop-ups, banners and on-page content recommendations. Detailed user profiling allows customizing experiences based on persona and past behaviors.
With a transparent and simple pricing structure starting at $10 a month, Zoho PageSense is on a mission to democratize analytics access.
Key SEO Relevant Features:
- Webmaster tools integration
- Core web vitals tracking
- Visual editor for testing
- Geo and device segmentation
- Behavioral recommendations
Ideal for: Holistic digital analytics across web and mobile.
