The 9 best A/B testing tools in the market (2022)
The 9 best A/B testing tools on the market (2022)

"Will the new website layout drive better conversions?"

"Should I reposition the CTA button for better signups?"

"Should I rework my 'contact us' form? It's not getting enough submissions."

It's normal for you to face these dilemmas in your everyday life. There are no special goggles that help you find the weak spots on your website or foresee what you need to do to boost your conversion rate. Instead, you can observe and investigate it via an A/B testing tool.

A/B testing is when you test two variations of a website and choose the better performer for the given conversion goals. Running an AB test experiment helps you understand which elements, content, and colors impact user behavior. You can conduct experiments on different website variations and choose the better performer for the given conversion goals. 

You might feel intimated when you hear the term for the first time. If you think you'll need to know the basics of coding or that you'll need to sit with a tech person to create an A/B test, rest assured that's not the case anymore. Most SaaS companies create technology solutions after completely researching the product fit.— that's most of them are user friendly with simplistic UI.

Before we look at the top AB testing tools, there are some important features to look out for in an A/B testing software solution. You want a tool that offers:

  • GDPR compliance

  • Filter and segment option on reports

  • The ability to track and collect real-time visitor data

  • Advanced URL targeting to run experiments on specific pages

  • Custom audience parameters for every experiment you create

  • A no-code editor to make live website changes whenever necessary

  • No flicker generation, so it doesn't hinder visitor's website experience

With these in mind, here's a list of the A/B testing tools most widely used by tech and non-tech users worldwide. 

1) Zoho PageSense - AB testing and Conversion Rate Optimization Platform 

Zoho PageSense comes with tools to track and analyze your website performance and visitor behavior. It enables you to make data-driven changes focusing on conversion, optimization, personalization, and engagement.

A/B testing is one of PageSense's built-in features. You can run experiments on a specific group of pages and choose your target audience based on various parameters. PageSense also supports both Bayesian and Frequentist statistical methods to run and evaluate your A/B test results for better accuracy. Once you choose the variation that drives better conversions, you can edit and optimize your website using its no-code visual editor. You can run multiple experiments based on user behavior and website metrics data without worrying about the page flickering before it loads.

How does PageSense stand out among other A/B testing tools?

As mentioned earlier, PageSense is a CRO solution and not just an A/B testing tool. It comes with built-in features that include heat maps, session recording, web analytics, form analytics, funnel analysis, personalization, polls, push notifications, pop-ups and more. All these tools complement each other when it comes to running CRO experiments.

For example, you can enable heatmaps, scroll maps, and attention maps for each A/B test variation to analyze visitor interaction and learn which website variation resonates best with your target audience. Use website analytics to measure the revenue goal when a visitor makes a transaction on the AB test page. Analyze other important KPIs besides tracking clicks, engagements, page views, and events for every variation.

Of course, it checks all the boxes in the list above and a lot more if you're looking to improvise on your optimization journey. With PageSense, you'll be able to monitor and manage your entire roadmap on website optimization under one platform.

Feature Highlights

  • AB test and Split URL test

  • Goal tracking

  • Heatmaps

  • Conversion funnel

  • Form analysis

  • Session recording

  • Personalization

  • Reporting and Analytics

  • Poll, push notifications and pop-ups

Pricing: This feature-rich bundle starts at $16/month for 10,000 users

It's one of very few A/B testing and CRO software tools that believes in transparent pricing with no hidden charges.

2) VWO 

VWO, an A/B testing and conversion rate optimization platform, offers an easy-to-use interface with a straightforward UI. You can run multiple tests on multiple URLs and make website changes using their visual editor.

With certifications including BS and ISO, VWO is fully GDPR compliant and provides robust security by default.

Thoughtfully designed for ease of experimentation, VWO focuses mostly on enterprise companies. They have tiered plans, i.e., their features are bundled, and you need to pay an additional fee to access other tools. They also offer VWO services with in-house experts to handle your CRO experiments.

Feature highlights:

  • Multivariate testing capacities

  • A/B testing

  • Reporting and Analytics

  • Heatmaps

  • Concurrent Testing

  • Mobile Testing

  • WYSIWYG Editor

  • AI Machine Learning

Pricing: On request

3) Optimizely 

Optimizely is a website optimization platform most commonly used for running experiments including AI-powered personalization, A/B testing, server-side testing A/B tests and multivariate experiments. You don't need to learn coding to create basic experiments in Optimizely. Its intuitive dashboard helps you monitor and view data snapshots of the tests set up. Their in-depth knowledge base allows you to understand the platform's capabilities, pushing the learning curve faster.

One of the most common cons their users mention is the incremental increase in page load time, page flickering, and weak reporting integration with Google Analytics.

Feature highlights:

  • Personalization

  • A/B testing

  • Behavioral and Contextual Targeting

  • Feature Testing

  • Low-Code Interface

Pricing: On request

4) AB Tasty 

This is one of the most underrated A/B testing software that's perfect for startups and SMBs. With the ability to run A/B tests and multivariate tests while implementing web personalization, AB Tasty is intuitive and enables you to make real time website changes without involving the IT team. With simplified implementation, AB tasty allows businesses to run experiments efficiently. Their feature flag management tool allows you to run in-product experiments without having to redeploy code.

Feature Highlights:

  • WYSIWYG Editor

  • A/B testing

  • Client side experiments

  • Feature Flag management

  • Personalization

  • AI and machine learning

Pricing: On request

5) Google Optimize 

Google Optimize helps to enhance user experience through A/B testing and personalization. It's mandatory to enable your Google Analytics account to view the experiment reports and other website metrics. It does not support other mapping tools like heat maps and scroll maps.

Feature highlights:

  • Multivariate testing

  • A/B testing

  • Split URL testing

  • Server side testing

  • Personalization

Pricing: Free plan with limited features

{Tip: Zoho PageSense integrates seamlessly with Google Analytics using Google Tag Manager. It allows you to push all your A/B and Split URL experiment data and view in-depth visitor metrics about the experiments running on your website within Google Analytics. You can also integrate PageSense with Google Ads to track the Google ad campaigns that you ran on your website or landing page. Find which campaign delivered the most clicks, impressions, and conversions for your business. In addition to that, track the key metrics like cost per conversion generated via a particular ad. Read more.}

6) Freshmarketer 

Freshmarketer works better for beginners to start with. It offers A/B testing, form analytics, session replays, heat maps, and polls. You can gain insights on clicks and responses to improve engagement and drive quality leads. Its cons are that the URL targeting options are minimal, the reporting tool is quite basic, and it lacks API connectivity. Freshmarketer is perfect for dipping your toes in if you're new to CRO.

Feature highlights:

  • Funnel analysis

  • A/B testing

  • Session Replay

  • Polls and feedback

  • Heatmaps

  • Form Analytics

Pricing: Free plan with limited features

7) Crazy egg 

Besides A/B testing, heat maps and session replays are also a part of Crazy egg. You can configure one goal per A/B testing experiment, and it doesn't support dynamic element tracking. It offers a simplistic interface with intuitive reporting and an easy-to-use tool with limited features for first-timers.

Feature highlights

  • Heat Maps

  • A/B testing

  • Session Replays

  • Webpage Element Analysis

  • Split URL testing

Pricing: Starts at $24/month

8) Adobe Target 

Adobe Target is known for its powerful segmentation, making it easier to target specific customer personas. Its integration with Adobe Analytics provides access to robust and detailed reporting. A/B testing, multivariate testing, and personalization are some of Adobe Stack's commonly used features. Its editor requires a learning curve and needs the dev teams' help with its implementation. Handling large-scale data might cause software lagging.

Adobe Target isn't straightforward in comparison with other products but their self-learning algorithm that make this one of the most purchased platforms by the enterprise brands.

If you're interested in purchasing the entire Adobe Stack and you have a strong tech team on your side, this solution might work for you.

Feature Highlights:

  • A/B testing

  • Multivariate testing

  • Visual editor

  • Advanced targeting & segmentation

  • AI automation

  • Ominichannel personalization

Pricing: On request

9) Convert Experience 

Convert is an A/B testing and personalization tool with users across 5000+ websites. With a solid array of functionalities, including 100+ third party integrations, features testing, and experimentation, Convert is an easy-to-use tool that helps businesses address customer pain points for websites and applications.

Feature Highlights:

  • A/B testing

  • Multivariate testing

  • Personalization

  • Visual editor

  • Advanced targeting & segmentation

  • Client-side for web and mobile site

Pricing: $999 per month

 Conclusion 

A/B testing has become one of the most used marketing tools to leverage existing traffic. You can A/B test anything—contact forms, CTAs, and website layout. You'll be amazed to find its impact on conversions. A/B testing is just part of the conversion process though. As your business grows, you'll need other tools to navigate bigger optimization needs. Be sure to choose the right platform based on its tight integration, built-in features, and transparent pricing.

Have you used any of these tools before? Have we missed out on any? If yes, please comment below.

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