List of Top A/B Testing Tools 2023

What is A/B Testing?

A/B or split testing divides web traffic among multiple versions of a webpage and provides information on which version performs better at achieving a desired outcome, such as signups, downloads, demo requests, or purchases.

The testing process aims to optimize a website’s ability to convert visitors into leads or customers. There are two primary goals associated with A/B testing:

1. To increase revenue without spending more money to acquire traffic.

2. To prove that a new design concept or feature is worth creation before budgeting engineering and design resources to create it.

A/B Testing Software Features

Most A/B testing tools use a snippet of code, usually JavaScript. The code is placed on a website to control content, track traffic, and calculate conversion rates. This allows marketers to set up tests directly from the tool’s interface, without requiring additional IT or development time.

All A/B testing tools include the following features:

• Splitting traffic among the different variations being tested

• Calculating conversion rates

• Measuring statistical likelihood that one variation will consistently outperform the other

Basic A/B testing tools may require custom design and code. Some advanced tools offer a WYSIWYG interface for creating variations without needing to use HTML or CSS. This works well for non-technical users.

More sophisticated tools can run targeted campaigns. These tools display different versions based on demographics, device type, web visitor behavior, or referral source. They can also perform multi-page campaigns. This means testing one element (like a banner) on multiple pages during a session. These advanced tools help create a personalized user experience, with the goal of maximizing conversions.

A/B Test Best Practices

It is generally best to change one element of a page at a time so that any change in outcome can be attributed to that specific change. With this approach, you’ll know which element results in better conversion.

Elements to test include:

• Call-to-action

• Headlines

• Button placement

Certain split testing tools allow multivariate testing. This allows you to change multiple elements on one page, creating countless combinations. An analyst can then measure the impact of each variable on conversion.

Split testing should run long enough to reach statistical significance – at least 95% confidence. The amount of time needed varies depending on the amount of traffic to the page. Because they involve many versions, multivariate tests require more time and traffic to reach statistical significance. So if you plan on running multivariate tests, budget more time for the experiment than you would for a simpler A/B test.

A/B Testing and Conversion Rate Optimization (CRO)

A/B testing is often part of conversion rate optimization. CRO refers to the process of continually improving a website’s effectiveness at reaching its goal and increasing conversions. Usually, the goal is to turn visitors into customers or leads. However, other CRO goals can be things like downloading a whitepaper or increasing the number of event registrations.

It is usually a cyclical workflow, involving multiple steps:

• Monitoring website visitor behavior

• Gathering insight and visitor feedback

• Testing a hypothesis for improving conversions

• Evaluating results

Key technologies in the CRO workflow include:

A/B testing tools can help site developers test and evaluate specific elements of the website after using other tools – such as heatmap and session recording software – to collect user behavior data. These tests display which changes have the biggest impact on site traffic and lead generation.

A/B Testing Software Comparison

Before investing in an A/B Testing solution, consider these three key factors:

1. Use case: who will be using the tool the most within your organization and what goals are they trying to achieve? For example, will the marketing team be the primary users of the A/B testing tool? Or will web developers use the tool to help test out new feature ideas too? This matters because not all tools are equally as user-friendly for both types of users. WYSIWYG editors are a must-have feature for marketing teams, while developers and engineers users likely need access to advanced A/B testing capabilities.

2. Support options: what customer support options are available for each A/B testing tool you’re considering? Vendors may provide various levels of support, such as phone, email, documentation, live chat, or automated support. If you’re new to the world of A/B testing, training, courses, and certifications can be valuable resources.

3. In-house vs. agency route: does your business need an in-house A/B testing solution, or would it be better served by working with a conversion rate optimization (CRO) agency? If you decide to go the in-house route, you’ll need to purchase an A/B testing platform and make sure you have the resources set aside to manage the tool. In contrast, all the operating costs and resources will be taken care of if you decide to work with a CRO agency. However, CRO services can be substantially more expensive than basic A/B testing tools.

Another thing to consider is that agencies will have a wealth of knowledge and experience behind them, while your in-house A/B testing program may not. But your own A/B testing program will be solely focused on your own business goals in a way that an agency will not be.

Pricing Information

Getting pricing information for a specific A/B testing tool typically requires asking for a quote. You can find basic plans for as little as $50 per month. The more sophisticated tools can run up to $18,000 per year.