Olive & Co

19 A/B Testing Tools for Modern Marketing Teams

Marketers A/B test to compare two specific digital elements—from email subject lines to website color schemes to blog post headlines to landing page CTAs—and determine which one converts more leads. Analyzing website, mobile, and app data can be time consuming, but A/B testing gives a simple answer to a simple either or question. Because choosing an A/B test tool is far more complex than an either or proposition, we’ve detailed the benefits of 19 potential options.

Top Solutions

1. AB Tasty

Test your websites, mobile responsive websites, and applications with AB Tasty. This French company offers split testing, so you can determine the best website experience for your users. And, of course, increase profits as a result. AB Tasty’s visual editor allows you to make changes directly to your website without involving your IT team. You can adjust content or design elements you believe could affect your KPIs, such as purchase or registration rate, and then view the results at the end of the test. AB Tasty has 100 native criteria you can choose from to modify your website. You can also select which users to include in your A/B tests. From there, AB Tasty provides analytics reports outlining how your tests performed in relation to the KPIs you selected. They even offer data visualization tools, such as heatmaps, to help you better understand the results.

2. Adobe Target

Adobe Target aims to help you create personalized experiences for your audience. To accomplish this goal, they offer quick A/B and multivariate testing to understand what your customers want. The tool guides you step-by-step through the testing process and once you have the results, you can push the winning content live with just one click. Adobe Target offers flexible testing so you can run not only multi-page tests, but tests across multiple channels. The interface is simple to use and customizable, so you can choose to view reports as often as you like and even include custom graphs. Adobe Target reveals visitors’ responses to your test variations in real time, so you can make laser-focused changes as soon as possible.

3. Convert

Convert is a tool solely dedicated to testing your content. Use the Convert Experiences™ tool to visually edit your experimental content and run A/B, multivariate, and split tests without advanced knowledge of code. To integrate Convert with your CMS platform, all you have to do is insert one snippet of JavaScript into your code—and you’ll never have to touch it again. Convert works well with all types of websites, but they particularly focus on ecommerce platforms. The Experiences tool makes it easy to test ecommerce products and category pages. Convert seamlessly integrates with Google Analytics, so you can use this tool with Content Experiments for real-time testing data.

4. Google Analytics Content Experiments

Test up to 10 variations of a landing page with Google Analytics Content Experiments. This differs from many of the A/B testing tools on this list as it’s technically an A/B/n model. Instead of sending out two versions, you’re testing 10 different versions of a single page. Experiments pulls a random selection of your website users and you decide how many of those users you want to include in the experiment. Once your test is launched, Google will send email updates, so you can keep tabs on how your experiment is doing. Once the results are in, you can launch the winning landing page for all of your website visitors to see. Content Experiments is specific to landing pages so, for testing your apps or web pages, try Google’s Experiments API. It works the same as Content Experiments, so you can decide which version of your website or app should go live for all visitors to see.

5. Kissmetrics

Most A/B tests show you which version of a specific digital element leads to the most conversions. From the results, you publish the most successful one and hope it leads to even more conversions down the road. Kissmetrics doesn’t limit you to using conversions as your test metric. In addition to measuring conversion rate, you can compare how an element (e.g., headline, button color) impacts signup rate or customer retention with the Kissmetrics A/B Test Report. From there, the report takes you further down the funnel to see if the change in conversions, or signup rate, etc., actually leads to more revenue. If you’re looking for an A/B testing tool that looks at the entire buying process, then Kissmetrics should be a top contender.

6. Nelio A/B Testing

If you have a WordPress website, we’d recommend taking a look at Nelio A/B Testing. With this service you can test everything on your WordPress site, from pages to posts to custom types to headlines to widgets to themes. The perk of going with this tool over another if you have a WordPress site, is because you can conduct the tests and view the results right from your WordPress dashboard. Once you know the results of your A/B test, you can automatically update your website to reflect the winning option. This testing and updating your website goes a long way toward increasing engagement, interactions, and conversions. Nelio also offers varying solutions for different industries, whether you’re in ecommerce, marketing, or education.

7. Optimizely

Optimizely is one of the most recommended and adopted testing solutions. More than 6,000 companies use this tool. You can complete A/B, multivariate, and multi-page testing on your digital experiences. Whether you’re testing a website, mobile website, mobile app, or all three, Optimizely provides data insights that can help you improve your marketing and reach desired audiences. Their unique Stats Engine feature helps you determine if your results are statistically significant, so you know if you should make changes based on the insights you collect.

8. Oracle Maxymiser

Another widely recommended tool, Oracle Maxymiser runs the tests you need to understand audience behavior across all of your digital channels, including web, mobile, and apps. Testing options range from simple A/B testing to complex multivariate testing. Oracle integrates data from Maxymiser and your other data collection tools, including everything from your CRM to your data management platform to your web analytics solution. This feature helps you compare all of your data to see a more complete picture of your customers and their preferences. Once you’re ready to make a change based on the results of your A/B tests, Oracle promises “one line of code, forever” deployment, so making a change to optimize your marketing is simple and quick.

9. Unbounce

Unbounce is an incredibly useful tool for building landing pages, integrating them with publishing tools, and tracking their success. If you’re looking for an A/B testing tool to optimize your landing pages, Unbounce is a great place to start. Once you build your landing page through Unbounce, you can run unlimited A/B tests to determine which page elements resonate best with your target customer base. Beyond A/B testing, Unbounce offers Dynamic Text Replacement to match keywords to how your leads are searching, lead notifications, and real-time data, so you can see the results of your A/B tests as they’re calculating.

10. VWO

VWO, short for Visual Website Optimizer, claims to be the easiest A/B testing tool in the world. After putting out two versions of a UX environment to select audiences, you’ll receive a report revealing which version received the most conversions. Then you can send the winning version to a larger audience, with the goal of receiving even more conversions and increasing sales. If you don’t know where to start, you can visit VWO’s IdeaFactory, a library with more than 300 testing ideas. The VWO platform also completes split URL and multivariate tests, personalization and website reviews, heatmap, clickmap, and conversion tests. Plus, it integrates with other data and CMS tools including Google Analytics and WordPress. Some well-known companies use VWO, including Microsoft, CBS, and SlideShare.

Other Great Tools

11. AdBasis

AdBasis performs A/B and multivariate testing. They put a higher emphasis on testing ads more than any other platform on this list. AdBasis integrates with Adobe Photoshop, so you can drag and drop your designs into the platform to alter and test. This helps when you don’t want to call upon a designer to touch each test variation. Instead of testing variations between ads as a whole, you can quickly test elements of each ad to optimize on a more refined level. AdBasis also goes beyond ad optimization. You can ensure your ad is seen by the ideal audience through testing purchasing scenarios, keywords, and demographics. AdBasis also performs these tests on landing pages. Plus, they’ll help you find the best combination of landing page and ad creative for every ideal audience.

12. Change Again

Change Again’s two main features are full Google Analytics integration and an easy-to-use visual editor for A/B testing. After running A/B tests, without having to use any code, your text results will appear in both Change Again and Google Analytics. If you already use Google Analytics regularly, the simple integration could be the deciding factor for you. Along with those two features, Change Again also offers multivariate testing and audience targeting by location and device.

13. Five Second Test

If you’re hoping to test visitors’ first impressions of your website, check out Five Second Test. Invite audience members to view your website for four to five seconds. Afterward, they’ll be prompted to answer questions about what they saw. Okay, this isn’t exactly an A/B test, but the results of a five-second test can help you optimize your site to visitor preferences, similar to an A/B test. Use Five Second Test for insights on website designs, landing pages, print or digital materials, logos, and more. They also offer four additional tests including: Click Test—analyzes where users click to complete tasks, Question Test—surveys users on your wireframes and mockups, Navigation Test—discovers how users navigate your site. The final test they offer is the Preference Test, which asks users which design version they prefer. Instead of observing conversions as you would in an A/B test, you’re simply asking users to tell you which version is the best.

14. Growth Giant

This tool hasn’t launched yet, but its features are so intriguing, we had to include it on the list. Once the tool does launch, you can get your name on a list to reap the unprecedented benefits. Growth Giant continuously A/B tests your website. But it doesn’t stop at testing. It optimizes the user experience, automatically. Growth Giant works tirelessly to increase your conversion rate by sending users to the better performing pages and steering them away from the poorly performing pages. Not only do you get continuous test results, but the winning pages are immediately pushed live. Instant gratification is rare, yet desired, in this industry and Growth Giant is an interesting answer to a growing need.

15. Kameleoon

Kameleoon put together a simple interface for A/B testing, so you can personalize content for your website visitors. They also offer split and multivariate testing, so you can run all of the tests you need to understand your audience. A graphical editor lets you adjust the text, color, images, CTA sizes, and more without knowing code. You can chose which visitors view your adjustments based on origin, behavior, context, page types, and more than 30 other criteria. Once you test your hypothesis, Kameleoon provides data reports that include statistically significant, essential information. The reports also feature heat, click, and scroll maps, so you know how your visitors are behaving on your website. Beyond testing, Kameleoon also offers real-time personalization, advanced audience segmentation, predictive targeting, email personalization, and more.

16. Monetate

Monetate is a platform for personalizing and optimizing content for the web, email, and mobile apps. They also offer a merchandising solution for ecommerce brands hoping to increase conversions and brand loyalty from their customers. Monetate’s optimization, or testing, features are more advanced than others on this list. You can run advanced A/B/n and multivariate tests. Monetate uses a “Full-factorial ANOVA approach” to testing, which means they focus on calculating and presenting the most accurate, reliable results possible. The reports integrate third party data, so you can see test insights alongside other marketing data. The reports also display information visually to see how they relate.

17. Omniconvert

The key differentiator of Omniconvert is that you don’t need any design or development knowledge to run A/B tests through this program. Within their editor, you can simply click on an element on your website and choose, from a list of options, which elements you’d like to change. In one click, you can push your test live. The change will go live within five minutes, so you can track and view the results almost immediately. Other key features include real-time results on conversion rate, number of views, leads, sales, goals per each variation, scheduling experiments, a calculator to determine the relevance of your statistics, surveys to gather even more information about your site visitors, goal setting based on clicks, events or URLs, and more. The Omniconvert CRO platform also offers website personalization and audience segmentation, so you can appeal to and reach your desired audience once you glean insights from your A/B tests.

18. Qubit

Qubit has more than five solutions for experience management, data management, and analytics. One of their analytics features includes A/B and multivariate testing. Test individual elements through A/B/n testing, and then test winning combinations through multivarate testing. Through cross-device targeting you can test your hypotheses across multiple channels, including desktop, mobile, tablet or app. Qubit offers results in real time and continues to test even after you receive statistically significant results. To ensure your results are significant, they run a Bayesian stats engine, which helps you avoid false positives. With relevant results you can more accurately optimize your marketing.

19. SiteSpect

SiteSpect offers A/B and multivariate testing across the entire digital experience, for all types of users, from those looking for a simple comparison test to those more advanced in complex testing. A key differentiator of this product is its automation abilities. You can automate the entire test creation, management, and analysis process with SiteSpect. Reporting tools let you test not one but multiple KPIs and integrate with other data tools, ultimately guiding you to make decisions based on the full picture of your marketing data. Beyond testing, SiteSpect offers personalization and targeting services, mobile optimization, and site speed optimization. This tool isn’t as simple as some of the other options on this list, so we wouldn’t recommend SiteSpect for first-time A/B testers.

Katie Yohn
Katie Yohn
Forever a student of marketing and the written word, Katie is always on the lookout for new ways to connect with audiences. She enjoys learning about emerging trends and sharing what she's learned. She also has an affinity for alliteration.