7 Best A/B Testing Tools and Software

To begin running tests, you need two types of A/B testing software: quantitative and qualitative A/B testing tools.

Quantitative A/B testing platforms show you

• How many people responded better to a different version of your web page

• The number of visitors who became leads or customers

• How many times a visitor clicked a call to action (CTA) button on different page variations

And qualitative A/B testing tools help you understand

• Why visitors take certain actions

• How user behavior results in signups, purchases, or other desired actions

Combining qualitative and quantitative A/B testing tool insights gives you a full picture of the user experience—you learn about the elements they find most interesting or frustrating and why, so you can make changes that positively influence their behavior and convert them. Let’s go!

1. Google Optimize

Google Optimize is a free A/B testing software that lets you run controlled experiments using statistical analysis, so you can identify the design, copy, and layout changes that resonate with your audience.

Google Optimize natively integrates with Google Analytics (GA), allowing you to combine web analytics and A/B test insights to quickly understand how people use your website so you can identify areas for improvement. 

How to use it: say you run an online retail store and notice that your website has a high checkout abandonment rate on GA. You suspect that the checkout process may be too long or confusing, but you’re not sure which changes will have the greatest impact on conversion rates. You can A/B test two variations of your checkout page with Google Optimize to see which page results in more completed purchases.

Note: unfortunately, Google is sunsetting Optimize on September 30, 2023; however, you can continue to run experiments and download historical data before the deadline.