In the marketing industry, we treat experts like they’re village elders, soaking up every tip and trick they have to offer so we can implement them into our own work, desperately hoping for similar results.
But, when you really think about it, marketing is always changing and experts often don’t have visibility into your unique context.
This naturally begs the question: what should you do when you can’t find a solution to one of your problems on the internet? To find the answers to your unique problem, consider channeling your inner Sherlock Holmes and become an investigator.
Investigators forage for information that’ll lead them to the answers to their own specific questions. And, as a marketer, one of the best investigative tools at your disposal is A/B testing.
Every company has a different set of customers, so there’s no one-size-fits-all formula for designing the most optimal website, crafting the most compelling copy, or building the most effective product.
To figure out which website design, line of copy, or product feature will produce the best results for your company, you must discover what your unique set of customers prefer.
To help you do this, we’ve curated eight of the best A/B testing tools that’ll help you optimize your website design, copy, product, and, most importantly, help you find the answers tailored to your needs
1. HubSpot & Kissmetrics' A/B Testing Kit [Featured Tool]
Don't know where to start with A/B testing? This tool may be just what you need.
Download the kit for free to get started with A/B testing in your business – an A/B test tracking template, a how-to guide for instruction and inspiration, and a statistical significance calculator to see if your tests were wins, losses, or inconclusive.
It's ideal for businesses just getting started with A/B testing, or for businesses that need a way to track their existing tests.
Google Optimize offers a set of tools under the Google Marketing Platform to help brands improve their website's performance.
Their A/B testing tool, in particular, offers more than just the standard A/B testing. Users can test more than two versions and can also run:
- Multivariate testing
- Split URL testing
- Server-side experiments
The best part? It's free to use for all your testing and personalization needs.
Landing Page A/B Testing Tools
Freshmarketer, which is the marketing arm of the business platform Freshworks, is a conversion rate optimization software that offers A/B testing and split URL testing.
Their A/B testing tool can test, target, and validate your experiment, integrate with Google Analytics, and even track the amount of revenue your experiments have generated.
Freshmarketer’s Split URL testing tool can help you test multiple variations of URLs, turn winning test variations into real web pages, and grasp the effectiveness of your web design by offering heatmaps of every variation of your split URL test.
Pricing: Starts at $19/month for A/B testing features
Web Testing Tools
Trusted by over 4,500 enterprise brands including eBay, Target, and Virgin Holidays, VWO is an A/B testing and conversion rate optimization platform tailored specifically for enterprise brands.
In their suite, you can build A/B tests, Split URL tests, and multivariate tests with a drop-and-drop editor.
To gauge the performance of your tests, VWO offers a robust reporting dashboard. VWO also offers a SmartStats feature that leverages Bayesian statistics to help you run faster tests, give you more control of your tests, and reach more accurate conclusions.
Pricing: Upon request
With 24 Fortune 100 companies as customers, Optimizely is a digital experimentation platform for enterprise marketing, product, and engineering teams.
Using their powerful A/B and multi-page experimentation tool, you can run multiple experiments on one page at the same time, allowing you to test various variables of your web design.
Optimizely also offers testing on dynamic websites, various experiment dimensions like an ad campaign, geography, and cookies, and various experiment segmentation parameters like device, browser, and campaign.
Pricing: Upon request
It's a conversion rate optimization platform that offers an A/B testing tool, as well as survey, personalization, overlay, and segmentation tools.
Using their A/B testing tool, you can run A/B tests on desktop, mobile, and tablet. Additionally, you can turn winning versions of an A/B test into the control for a future test and leverage Frequentist or Bayesian statistics to validate your tests.
Omniconvert also blends their segmentation tool with their A/B testing tool to let you test over 40 segmentation parameters, like:
- Traffic source
- Visitor behavior
This allows you to improve your website’s user experience, product features, and content’s ability to engage and convert.
Pricing: Starts at $167/month
7. Crazy Egg
Crazy Egg is a website optimization software that offers A/B testing, heat mapping, and usability testing tools.
Its A/B testing tool lets you test variations of every single page on your website by adding one snippet of code to the pages you want to experiment on.
Crazy Egg also lets you build A/B tests without any coding experience, sends more traffic to the optimal variant of your test once it recognizes it’s the winner, and offers intuitive conversion tracking and reporting tools.
If you work for a small business, Crazy Egg is definitely a tool you should consider.
Pricing: Starts at $24/month
8. AB Tasty
With AB Tasty's conversion rate optimization software, your team can build and run A/B tests, split tests, multivariate tests, and funnel tests with their visual editor.
You can also leverage their advanced targeting to test based on various criteria like URL, geolocation, weather, and more.
To help validate your tests, AB tasty offers reports that display your tests and their confidence levels in real-time. This allows you to make decisions quickly and accurately.
Pricing: Upon request
Trusted by brands like Sony, Unicef, and Jabra, Convert is an A/B testing and web personalization software that offers A/B testing, split testing, multivariate testing, and multipage experiment tools.
Additionally, Convert can gauge the performance of all your tests by reporting on a large mix of metrics, from your variations’ clickthrough rate to its return-on-investment.
If you want to use Convert in conjunction with your other tools, they offer a ton of integrations with third-party tools, like WordPress, Shopify, and HubSpot. Convert is best suited for small businesses.
Pricing: Starts at $699/month
10. Adobe Target
Testing your website is important, but what if you have other channels that you want to test? Adobe Target helps you do exactly that.
Whether you’re want to test your app’s new home screen or want to experiment on your internet-of-things system, this tool’s got you covered.
In addition to testing on multiple platforms and devices, Adobe Target also offers testing on both the client and server side, offering advanced features for experienced teams.
Pricing: Upon request
Struggling to capture leads through your forms? Perhaps visitors are leaving right before reaching the final step. Or maybe they leave halfway through completion.
In any of these cases, you want a tool like Leadformly to help you get to the bottom of this. Even teams with high-converting forms can still benefit from testing their forms, as they may discover additional ways to increase their CVR.
Pricing: Starts at $37/month
Editor's Note: This post was originally published in July 2019 and has been updated for comprehensiveness.