10 Best A/B Testing Tools to Use in 2023

Digitalisation is ruling our lives. Be personal or professional domains; we are relying on digital interfaces. The startup ecosystem is witnessing a boom. If you own a business or startup, you must know how everything has transformed. 

Moreover, after initiating a venture, the most vital step is to attract visitors to your website. Right? Well, this, indeed, is a game-changer. Your customers define your success ratio and contribute to the growth of your business. A/B testing plays a crucial role here; using A/B testing tools, companies can test versions of their website and optimize them, tailoring them to customer requirements to engage more traffic. 

As evident, everyone wants their visitors to become customers. To understand the mechanics of this conversion, it is necessary to gain knowledge about two essential terms:

1. Conversion Funnel

2. Conversion Rate

What is Conversion Funnel?

A conversion funnel connotes the journey of a buyer leading to a purchase. More precisely, it is a conversion path from visitors to paying customers. Various methods exist to attract these visitors, such as SEO, content marketing, paid ad campaigns, social media platforms, etc. 

What is Conversion Rate?

The conversion rate of any website is the percentage of visitors who accomplish your desired goal out of the total sum of visitors. Therefore, a high conversion rate indicates a successful marketing strategy. It implies that you can fulfill the needs of your customers. 

You can also achieve a soaring high conversion rate. For that, you should have a completely optimized conversion funnel. 

A/B testing is the most adopted approach for optimisation of the conversion funnel! 

What is A/B Testing?

A/B testing is also known as split testing or bucket testing. It is an approach to compare two versions of a webpage or an application against each other and know which one performs better. The original testing page is called control, and the varying page is called variation. 

A/B testing is an experiment where two or more versions of a webpage are introduced to the users. After that, statistical analysis is done to understand which variant performs better concerning a pre-decided conversion goal. The success metric can be the following:

• Click-through rate (CTR)

• Conversion rate

• Open rate

• Subscription rate

• Some other visit action

With testing, you can eliminate the guesswork and implement website optimisation statistics and data-based decisions. Moreover, it becomes easy to analyse which changes work and which don't!

How Does A/B Testing Work?

A/B testing is majorly inclusive of the following steps:

• Firstly, analyse the webpage performance data to select which elements should be optimised. For that, you can use several behavioural or analytical tools.

• The next step is to build the hypothesis using the data to change elements such as text, design, appearance, etc.

• Implement the variations or changes as per the hypothesis

• Use A/B testing tools to compare the results and understand the performance of variation against the control.

• Design the next iteration as per the collected data after experimentation.

Ways to Build A/B Testing Hypothesis

In addition, you can also adopt the below-mentioned ways to build an adequate hypothesis before using the A/B testing tools.

• Behavioural Data: Behavioural analysis tools assist you in understanding the customer's journey on your website. Moreover, analysing how the visitors interact, navigate, or spend the most time on which webpage is possible. 

• Analytical Data: With this, it is easy to gauge the overall performance of your website and locate points for optimisation. For instance, Google Analytics can help you compare bounce rate, traffic, conversion rate, and more. 

• Qualitative Data or Surveys: These helps you know the reasons behind customers' behaviour. These surveys can further assist in understanding why the conversion rate is low. It answers your questions to the customers, such as did you get what you were looking for? Did the website fulfil your needs? 

Before choosing the best A/B testing tool, let us know first what makes a great A/B testing tool. 

Things to Look for in Best A/B Testing Tool

Feature Set: The A/B testing tool should have robust features that enable users to design and run experiments effectively. Some essential features include:

• Test creation and configuration.

• Traffic allocation.

• Experiment tracking and reporting.

• Statistical analysis and confidence level reporting.

• Integration with other marketing tools like analytics platforms.

User Interface: The A/B testing tool should have an intuitive and interactive user interface that makes it easy for users to navigate and use the features efficiently. Some key aspects of the user interface include:

• Clean and user-friendly design.

• Intuitive navigation and menu structure.

• Customisable views and dashboards.

• Easy-to-understand experiment data visualisation.

Flexibility: A good A/B testing tool should be flexible and customisable to fit different user needs. Some areas of flexibility include:

• Customisable experiment designs and configurations.

• Support for experiments like A/B, multivariate, and split URL tests.

• Integration with varying platforms of website and technologies.

• Customisable user roles and permissions for different team members.

Data Security: The A/B testing tool should prioritize data security and user privacy. Some key areas of data security include:

• Encryption of user data and experiment data.

• Compliance with industry standards and regulations.

• Regular security audits and vulnerability assessments.

• User data retention policies and data deletion processes.

Support and Documentation: A great A/B testing tool should have comprehensive support and documentation resources to help users get the most out of the tool. Some critical support and documentation resources include:

• In-app support and help centre.

• Online documentation and user guides.

• Active user community and forums.

• Dedicated customer support and account management.

10 Best A/B Testing Tools to Use in 2023

Here is the list of the ten best A/B testing tools to optimise your website and gain traffic. Take a look:

• A/B Smartly

• Optimizely

• Adobe Target

• Google Optimize

• Evolv

• VWO

• SiteSpect

• Oracle Maxymiser

• HubSpot

• A/B Tasty

1. A/B Smartly

A/B Smartly is an excellent knowledge-based and engineering-centric experimentation platform. The tools allow abundant A/B tests simultaneously and provide reliable results. Users can witness the impact of experiments on page load, render times, and queries. 

It supports multiple data sinks such as Redshift, S3, Hadoop, Apache Druid, and Snowflake. 

Their team comprises great minds from various experimentation backgrounds and renowned companies like Booking.com. 

Key Features: 

• Easy to use dashboard. 

• Provides real-time reports. 

• Breakages can be identified immediately. 

• Awareness about robots, deeps or spikes, novelty effects, sample ratio mismatch and more. 

• Discards costly user experience issues. 

• Reliable privacy and development flexibility. 

• Integration with existing data warehouses, event streams, and internal platforms. 

Price: Pricing depends on factors if the user requires custom integration or advanced support. Contact for pricing. 

2. Optimizely

Optimizely is one of the leading A/B testing tools available. It's a reasonable and highly user-friendly tool. 

Their leading digital experience platform assists with effective tools to optimize in novel ways. In addition, the commerce and experimentation capabilities help to simplify complicated scenarios. It further offers five products:

• Full-stack

• Digital experience platform

• Rollouts

• Web experimentation 

• Optimization-as-a-service

With web experimentation, it is possible to optimise the customer experience. 

Key Features: 

• Offers multivariate testing setup.

• Open-source service; Rollouts. 

• 900 partners across the globe. 

• Suited for small and large businesses. 

Price: Contact for pricing. 

3. Adobe Target

Adobe Target is one of the most widely used tools for A/B testing. This tool presents you with the power of artificial intelligence that helps to upscale your website optimisation experience. It becomes easy to test and personalise with AI and machine learning at a massive scale. Manual approaches can only accomplish personalisation for some customers. Hence, with Adobe Target, customers can enjoy personalised experiences. 

Key Features: 

• Facilitates AI to optimize your website. 

• Personalised experience. 

• Allows multivariate and A/B testing. 

• Tests several versions of web pages simultaneously. 

• Quick and efficient testing. 

• Allows geotargeting, used for cross-selling improvement, cross-channel testing, delivery of content, and much more. 

Price: Contact for pricing. 

4. Google Optimize 

Google Optimize is an incredible A/B testing tool. It shows you which site experience engages the customers quickly. 

Optimize works in integration with Google Analytics. It helps you analyze which elements of your site need improvisation. With this, it becomes easier to locate the problem areas and turn the insights into a better customer experience. Moreover, it is easy to set up Optimize in minutes by inserting a line of code into the existing Google Analytics implementation.

Key Features: 

• User can perform A/B testing, Multivariate testing, Split URL testing, Server-Side experiments, and much more.

• Tests multiple variations of website quickly. 

• Variety of experiments types, visual editors and more, 

• Offers Optimize 360, which helps run up to 100 experiments to test anything on your website to achieve greater efficiency.

Price: Free

5. Evolv

Evolv AI runs on AI (Artificial Intelligence) and ML (Machine Learning) technology. This platform helps to solve the complexities of digital experiences. It further guarantees efficiency and consistency across all your digital channels. 

With Evolv, users can expect to eliminate inconsistency or friction in various disparate channels such as chatbot, call center, email, digital ad, landing page, mobile, etc. Evolv AI's machine learning algorithms make it feasible to analyze the interactions between various tests and know what's best for the target audience. Hence, it is easy to deliver personalization to the customers through continuous experimentation with this tool. 

Key Features: 

• Users benefit from optimizing different elements such as copy, layout, workflow, media, and look.

• Leverages a new data set that keenly analyses visitors' journeys.

• Focuses on customer behavioral tracking and helps to make better decisions. 

• Platform uses an active learning approach that determines the experiences to serve using traffic and time effectively. 

• Easy to deliver personalization to the customers.

Price: Not mentioned.

6. VWO

VWO assists you in delivering excellent digital experiences by improving key business metrics. It helps in optimizing the entire customer journey end-to-end. Users can attain visitor behavior insights by using various methods such as on-page surveys, usability reviews, heatmaps, session recordings, and funnels. 

Key Features: 

• VWO allows testing hundreds of hypotheses to understand the customer's behavior.

• Fixes breakages while testing. 

• Testing can be performed on massive scale. 

• The tool can test workflows, search algorithms, product feature changes, and much more.

• Access to multi-channel experimentation with server-side testing product.

• Allows  users to fetch the lost customers back to the conversion funnel using VWO Engage. 

Price: Not mentioned.

7. SiteSpect

SiteSpect is an excellent platform that supports A/B testing. It also performs multivariate tests, optimization of SPAs (Single-Page Applications), and personalization. 

SiteSpect offers alerts, reports, and updates regarding the digital engagement of your website with the customers. With these analytics, you can implement various changes per the user's requirements. For further understanding, the comprehensive dashboard helps you to know about:

• KPIs

• Conversion funnels

• Conversions

• User action events

• Key user interactions

Key Features:

• Offers detailed reports, alerts, deep segmentation, and updates to understand your digital presence.

• It is feasible to make better and faster decisions with analytics.

• Provides high performance across all devices and delivers a smooth experience. 

Price: They offer packages as per your needs. 

8. Oracle Maxymiser

Oracle Maxymiser testing and optimization offers various solutions regarding testing. It focuses on website testing, in-session personalization, real-time behavioral targeting across multiple websites and applications. 

It conducts A/B and multivariate testing and divides the traffic to analyze the variation in the sales funnel. The test data can be used to understand customer preferences to know the areas that need improvements.

Users get an easy-to-use import tool to fetch data from any source and develop customer profiles that result in effective testing and targeting. Hence, it is easier to find what works and what doesn't.

Key Features:

• Focuses on website-testing, in-session personalization. 

• Conducts A/B and multivariate testing to analyze the variation in sales funnel. 

• Oracle Maxymiser also provides a visual editor supporting technical and non-technical user collaboration. 

With Oracle Maxymiser's powerful stats engine, you can employ offline and online data to make accurate decisions. Moreover, users can achieve higher conversion rates across various channels consistently.

Price: Contact for pricing.

9. HubSpot

HubSpot is a powerful and easy-to-use testing platform. It is simpler to create delightful customer experiences. Their marketing software assists in running a successful inbound marketing strategy that boosts traffic, increases conversion rates, and shows ROI. In addition, the sales software is inclusive of robust tools to escalate sales productivity and make your sales process seamless.

Key Features:

• Hubspot's content management software is highly flexible for developers and provides customers a personalized and secure experience. 

• Customer services make it feasible to connect with customers and transform them into promoters of your business.

• Operations services help you create customer data and automate business processes, resulting in aligned teams that help to accustom to the changing needs of your customers 

 With all these benefits, Hubspot provides solutions to your problems. 

Price: Free.

10. A/B Tasty

A/B Tasty is an excellent tool for A/B testing. It is a customer experience optimisation company. With this platform, you can build seamless user experiences and unlock new possibilities. 

With AI and automation, the experimentation and personalisation platform provides rich digital experiences to customers. Moreover, its easy-to-use platform helps you to start campaigns in days. This further results in higher ROI. 

A/B Tasty offers advanced tools that help understand the customers' needs, the competitors' challenges, and the nature of the changing trends of markets. 

After analysing these areas, developing strategies that suit your business, the best becomes easy! In addition, the testing strategies help to compare your existing and proposed model. You can quickly implement the model that shows the best results with the accumulated data. 

Key Features:

• Performs A/B testing, multivariate testing as well as multi-page testing.

• Provides visual editors. 

• Client-side testing. 

• Integrates with an analytics tool. 

Overall, A/B Tasty is a fast solution to your testing problems.

Price: Free.

Conclusion

A/B testing involves experimentation on existing websites or applications to implement better versions of the existing pages. It is the most effective and efficient method to increase your reach. It helps to increase traffic and conversion rates. 

This is why top companies perform these tests regularly to fetch the best results for their business. 

You need to catch up if you are a business owner and are not practising these tests!

This article gives you a deep understanding of A/B testing and the best A/B testing tools available. We hope the information helps you solve your ambiguities and better understand the topic. 

Start testing!