11 of the Best A/B Testing Tools for 2020

In the marketing industry, we treat experts like village elders, soaking up every tip and trick they have to offer to translate into our own work, desperately hoping for similar results.

But when you really think about it, marketing is constantly changing and experts often have no insight into your unique context.

The question naturally arises: what to do if you cannot 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 becoming an investigator.

Investigators look for information that will lead them to the answers to their own specific questions. And as a marketer, A / B testing is one of the best investigative tools you have.

Every company has a different customer base, so there is no one-size-fits-all formula for creating the best website, making the most compelling copy, or creating the most effective product.

In order to find out which website design, which line of text or which product feature will produce the best results for your company, you need to find out what your individual customers prefer.

To help you with this, we’ve rounded up eight of the best A / B testing tools to help you optimize your website design, text, product, and most importantly, find the answers that are tailored to your needs

1. A / B testing kit from HubSpot & Kissmetrics [Featured Tool]

Not sure where to start with A / B testing? This tool can be exactly what you need.

Download the kit for free to get started with A / B testing in your business – an A / B test tracking template, guide for guidance and inspiration, and a statistical significance calculator to see if your testing is profitable , Losses, or inconclusive.

It’s ideal for companies just starting out with A / B testing or for companies that need a way to track their existing tests.

Pricing: For free

2. Google optimization

Google Optimize offers a number of tools as part of the Google Marketing Platform to help brands improve the performance of their website.

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Their A / B testing tool in particular offers more than just standard A / B testing. Users can test and also run more than two versions:

• Multivariate tests
• Testing shared urls
• Server-side experiments

The best part? It’s free to use for all of your testing and personalization needs.

Pricing: For free

A / B testing tools for landing pages

3. Fresh marketer

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Freshmarketer, the marketing arm of the Freshworks business platform, is conversion rate optimization software that offers A / B tests and split URL tests.

Your A / B testing tool can test your experiment, use it in a targeted manner and validate it, integrate it with Google Analytics and even track the sales of your experiments.

Freshmarketer’s Split URL Testing Tool can help you test multiple variations of URLs, turn winning test variations into real web pages, and gauge the effectiveness of your web design by providing heatmaps of every variation of your split URL test.

Pricing: Starts at $ 19 / mo for A / B testing features

Web test tools

4. VWO

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VWO is a corporate brand A / B testing and conversion rate optimization platform trusted by over 4,500 corporate brands including eBay, Target and Virgin Holidays.

In their suite, you can create A / B tests, split url tests, and multivariate tests with a drop and drop editor.

To measure the performance of your tests, VWO offers a robust reporting dashboard. VWO also offers a SmartStats feature that uses Bayesian statistics to run faster tests, give you more control over your tests, and draw more accurate conclusions.

Pricing: Upon request

5. Optimize

With 24 Fortune 100 companies as customers, Optimizely is a digital experimentation platform for enterprise marketing, product and engineering teams.

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With their powerful A / B and multi-page experiment tool, you can run multiple experiments simultaneously on one page, testing different variables in your web design.

Optimizely also offers tests on dynamic websites, various test dimensions such as an advertising campaign, geography and cookies, as well as various parameters for test segmentation such as device, browser and campaign.

Pricing: Upon request

6. Omni-converting

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It is a conversion rate optimization platform that offers an A / B testing tool, as well as survey, personalization, overlay and segmentation tools.

With their A / B testing tool, you can run A / B tests on desktops, mobile devices and tablets. In addition, you can turn the winning versions of an A / B test into controls for a future test and use Frequentist or Bayesian statistics to validate your tests.

Omniconvert also combines its segmentation tool with its A / B testing tool so you can test over 40 segmentation parameters such as:

• Geolocation
• Access source
• Visitor behavior

In this way, you can improve the user experience of your website, the product functions and the ability of the content to interact and convert.

Pricing: From $ 167 / month

7. Crazy Egg

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Crazy Egg is website optimization software that offers A / B testing, heat mapping, and usability testing tools.

The A / B testing tool lets you test variations on every single page of your website by adding a snippet of code to the pages you want to experiment with.

Crazy Egg also lets you create A / B tests with no programming experience, send more traffic to the optimal variant of your test once it detects the winner, and offers intuitive conversion tracking and reporting tools.

If you work for a small business, Crazy Egg is definitely a tool to consider.

Pricing: Starts at $ 24 / month

8. AB delicious

AB Tasty’s conversion rate optimization software allows your team to create and run A / B tests, split tests, multivariate tests, and funnel tests with its visual editor.

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You can also take advantage of advanced targeting to test based on various criteria like URL, geolocation, weather, and more.

To validate your tests, AB offers palatable reports that show your tests and their confidence levels in real time. So you can make quick and precise decisions.

Pricing: Upon request

9. Convert

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Convert is A / B testing and web personalization software trusted by brands such as Sony, Unicef ​​and Jabra that offers A / B testing, split testing, multivariate testing and multipage experiment tools.

Convert also offers an advanced segmentation tool that allows you to segment users based on their historical behavior, cookies, and JavaScript events.

Additionally, Convert can measure the performance of all of your tests by reporting on a wide variety of metrics, from the click-through rate of your variations to the return on investment.

If you’re looking to use Convert in conjunction with your other tools, they offer a variety of integrations with third-party tools like WordPress, Shopify, and HubSpot. Convert is best for small businesses.

Pricing: From $ 699 / month

10. Adobe Target

Testing your website is important, but what if you have other channels that you want to test? Adobe Target can help you do just that.

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Whether you want to test out your app’s new home screen or experiment with your Internet of Things system, this tool is there for you.

In addition to testing on multiple platforms and devices, Adobe Target also offers tests on the client and server side and offers advanced features for experienced teams.

Pricing: Upon request

11. Leadformly

Are you struggling to capture leads through your forms? Perhaps the visitors leave just before the final step. Or maybe they go halfway through completion.

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In any of these cases, you want a tool like Leadformly that can help you get to the bottom of it. Even teams with high conversion rate forms can benefit from testing their forms as they may discover additional ways to increase their CVR.

Pricing: From $ 37 / month

Editor’s note: This post was originally published in July 2019 and has been updated for completeness.