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Every company has a unique set of customers, so there’s no one-size-fits-all formula for designing an optimal website, crafting the most compelling copy, or building the most effective product.
This is where A/B testing tools come in, where you can use them to test and optimize your website or app design, copy, product, and, most importantly, create an experience tailored to customer needs. Read on to discover high-quality A/B testing tools that will help you discover what your unique set of customers prefers. 
What makes a great A/B testing tool?
Before we jump into the top A/B testing tools, let’s talk about the features you should look for in an A/B testing tool. Look out for: 

A/B Tests: The tool should, as a baseline, offer A/B testing. Some have additional capabilities, so consider what else is offered if you’re looking for a more inclusive tool. 
Required Skills: Some tools require technical knowledge to build and launch tests, while others have easy-to-use builders for any ability. Some offer both but make sure your tool supports your skillset. 
Segmentation Capabilities: Your A/B test tool should offer segmentation and targeting abilities to target your preferred audience groups. 
Statistical Analysis and Reporting: The significance of your test results is an essential part of your test, so you want the tool you use to calculate the significance of your results and provide other metrics like ROI and CRO. 
Testing Options: You want the tool you use to offer client or server-side testing, depending on your needs. 

If you’re running more complex tests and will make code-based changes, you’ll want the tool to support server-side testing.
If you’re running less complex tests for something like page layout, you’ll want client-side testing. 

Integrations: Your preferred tool should sync with the software and tools you already use to ensure a seamless process. 

Beyond that, all tests should be flicker-free, meaning there is no lag in load time that can affect your visitors’ user experience on your site. Below we’ll go over 15 of the best A/B testing tools, their capabilities, and a standout feature that helps you pick a tool that works best for you and your needs.

1. HubSpot & Kissmetrics’ A/B Testing Kit [Featured Tool]
Price: Free
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. 
HubSpot’s A/B test tracking template is a how-to guide for instruction and inspiration in an easy-to-use spreadsheet, so you don’t need to make complex code changes or calculations. And it comes with a statistical significance calculator to help you understand if your tests were wins, losses, or inconclusive. 
It’s ideal for businesses just getting started with A/B testing or for companies that need a way to track their existing tests.
2. Google Optimize
Price: Free
Google Optimize, part of Google Marketing Platform, offers tools to help you improve your website and create personalized experiences for your audience segments. 

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What we like: It’s natively integrated with Google Analytics, helping you seamlessly learn about your experiments and the most effective tests. 

Key Criteria:

A/B, multivariate, and split URL testing. A/B, multivariate, and split URL testing. 
Easy to use no-code visual editor, but developers can use a more sophisticated code editor if needed. 
Customize your tests based on your visitor requirements and user attributes. 
Bayesian statistics to calculate significance and in-depth analytics explain your test performance and processes. 
Flicker-free client-side testing and server-side is available for more complex projects.
Integrations with other Google solutions like Analytics, Google Ads, Firebase, and AMP.

Landing Page A/B Testing Tools
3. Freshmarketer
Price: Starts at $19/month for A/B testing features
Freshmarketer is a powerful tool to test, target, and validate your experiments and track revenue. 

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What we like: Session replays give you unique views into how individual users interact with your website, helping you to identify problem areas and design A/B tests to better meet customer needs. 
Key Criteria: 

Conduct A/B and split tests. 
Use an intuitive editor to create different versions of your website easily, or use advanced coding modules to build more complex tests. 
Design experiments for custom audience segments. 
Detailed reports show conversions over time, revenue tracking for each version, and the significance level achieved with your tests. Heatmaps also offer unique insight into visitor behavior. 
Client and server-side testing. 
Integrations with 3rd party tools.

Web Testing Tools
4. VWO
Price: Contact for pricing
VWO is an A/B testing and conversion rate optimization tool for enterprise brands. 

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What we like: VWO has powerful integrations that allow you to push data into your external tools to connect your platforms and streamline your processes. 
Key Criteria: 

Create and run multiple A/B, multivariate, and split URL tests simultaneously and automatically drive traffic to the best-performing variations. 
Intuitive point-and-click visual editor, a code editor is available for more complex changes and tests. 
Import audience segments from your third-party tools or use pre-defined segments to run your tests. 
SmartStats offers in-depth reporting on the outcomes of your tests (like conversion rate), and Bayesian statistical analysis helps you understand the significance of your results. 
Flicker-free client-side testing with asynchronous loading and server-side testing offered with VWO FullStack.
Integrations available for your preferred tech stack.

5. Optimizely
Price: Contact for pricing
Optimizely is a digital experimentation platform for enterprise marketing, product, and engineering teams. 

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What we like: Optimizely’s standout feature is the ability to run unlimited concurrent experiments, ensuring you’re always testing and iterating to create the most powerful customer experience. 
Key Criteria: 

Run powerful A/B and multi-page experiments. 
Build your experiments with a visual editor, no in-depth coding or developer required. 
Customize your experiment segments with key factors like location or customer demographics. 
Optimizely Stats Engine runs statistical confidence analysis and gives detailed reports on the results of your experiments. 
Use synchronous timing to run flicker-free experiments on the client side, or use Optimizely Full Stack to run server-side tests. 
Integrate with your preferred tools.

6. Omniconvert
Price: Starts at $167/month
Omniconvert is a CRO platform with an A/B testing tool to run tests on desktop, mobile, and tablet. It’s best for ecommerce businesses. 
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Key Criteria:

Run A/B tests to see how site visitors interact with different elements of your site on the devices your audiences use. 
Easily create and modify your tests with your preferred coding language, or use a visual editor to create tests without needing a developer.
Choose from 40 pre-set segmentations (like traffic source or geolocation) to target your preferred segments. 
Learn the statistical relevance of your tests using Frequentist or Bayesian statistics. 
Client-side testing. 
Integrate with your preferred tools.

7. Crazy Egg
Pricing: Starts at $24/month
Crazy Egg is a website optimization software that helps you easily test variations of your site pages with a single snippet of code. Its cost makes it ideal for small businesses.

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What we like: Its Snapshots feature gives you a side-by-side comparison of your detailed reports to learn how your changes and optimizations compare. 
Key Criteria:

Build A/B and split tests for your website, landing pages, product pages, and more. 
Use the test creator to quickly and easily build your tests. 
In-depth reporting helps you learn about the results of your tests, like Confetti Report to understand clicks and Heatmaps to learn where visitors focus their attention. 
Flicker-free client-side testing.
Integrates with your preferred apps and tools.

8. AB Tasty
Price: Contact for pricing
AB Tasty’s conversion rate optimization software helps your teams build and run A/B tests, split tests, multivariate tests, and funnel tests. 

 
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What we like: You can set goals for your experiments, so your data reports help you focus on the exact conclusions you’re looking for. 
Key Criteria:

Conduct A/B, split, and multivariate tests, as well as multi-page testing. 
No code and low code visual editors to build your tests. 
Create unique experiments for any subset of your audience or choose from pre-configured templates. 
Bayesian statistics to calculate the significance of your results in an ROI analytics dashboard. 
Client-side testing.
Integrates with your existing analytics tools.

9. Convert
Price: Starts at $599/month
Convert is a testing and web personalization software with high-quality experiment tools. It’s best for agencies and CRO experts. 

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What we like: 40+ audience segments available in a drag-and-drop builder so you can ensure you target the exact audience you want. 
Key Criteria:

A/B testing, split testing, multivariate testing, and multipage tests. 
Code free visual editor makes it easy to start your experiments, and tech-savvy users can use the advanced code editor. 
40+ audience segments included in a drag-and-drop builder for custom audience targeting. 
In-depth insight into your tests CRO, ROI, AOV, and result significance is calculated with Frequentist statistics. 
Flicker-free client-side testing and server-side testing is available in beta mode.
90+ integrations.

10. Adobe Target
Price: Contact for pricing
Testing your website is essential, but what if you have other channels you want to test? Adobe Target helps you do exactly that.

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Key Criteria:

A/B and multivariate testing for images, copy, and UI, and run test variations across the web or mobile apps, IoT, and single page apps. 
Set up tests using a guided workflow, or savvy developers can use the advanced code editor. 
Develop personalized customer profiles for experimental targeting. 
Reports for key metrics like ROI and revenue, and significance is calculated with Frequentist methods. 
Client and server-side testing, flicker-free.
Various third-party integrations.

11. Kameleoon
Price: Contact for pricing
Kameleoon helps you build web experiments to learn more about your audience groups and what experiences they prefer. 

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Key Criteria:

Unlimited A/B testing. 
Smart graphics editor helps non-tech users build impressive tests, but a code editor is available for developers. 
Import audience segments from the tools you already use or select from 45+ native targeting criteria to launch tests. 
A results dashboard displays statistical significance using Bayesian or Frequentist statistics. 
Flicker free experiments on the client side, or use Kameleoon Hybrid to run server-side tests.
30+ integrations.

12. Convertize
Price: Starts at $59/month
Convertize helps you design A/B tests to learn the most about your audiences and maximize conversions. 

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What we like: A library of 150 A/B testing ideas to choose from, which is beneficial for those not sure where to get started or simply looking for inspiration. 
Key Criteria:

A/B testing to compare the performance of two versions of a page. 
SmartEditor makes it easy to create experiments with no coding required. 
Personalize your test audiences by segments and key behavior. 
In-depth reports for conversion rate and ROI, and the Hybrid Statistics Engine uses Frequentist and Bayesian statistics to calculate the significance of your results. 
Lightening Mode avoids flickering during client-side testing. 
Integrations available. 

13. Zoho PageSense
Price: Starts at $20/month
Zoho PageSense is an affordable solution to learning about your site visitors’ behavior and preferences, so you can build personalized experiences.

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What we like: Zoho PageSense’s forecasting tool estimates conversion rate trends for each of your variations so you can make changes and updates before tests are completed.
Key Criteria:

A/B and split URL testing. 
Edit your website’s mobile, desktop, and tablet versions with an easy-to-use visual editor. 
Choose from pre-set audience segments or customize your own to target audiences and learn what works best for specific visitors. 
A detailed reporting dashboard guides you through test performance and automatically calculator significance using Frequentist or Bayesian statistics. 
Asynchronous code snippet for flicker-free client-side experiments and server-side testing is also available. 
Third-party integrations available. 

Mobile and App Testing Tools
14. Apptimize
Price: Contact for pricing 
Apptimize is a high-powered tool that helps you experiment with your audiences and make choices that maximize engagement and revenue. 

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What we like: It’s built for application and mobile device testing, meaning that its tools are ready to help you create high-quality mobile A/B tests. 
Key Criteria:

A/B testing for iOS and Android devices. 
WYSIWYG editor helps non-technical users build A/B experiments; developers can use a code builder. 
Segmentation tools help you target your preferred audience segments. 
Robust reporting helps you learn the effectiveness of your tests and what resonates most with your audiences. 
Client and server-side testing and an anti-flicker code snippet reduces flickering. 
Integrations with analytics tools. 

15. Oracle Maxymiser
Price: Contact for pricing
Oracle Maxymiser helps you conduct advanced website testing to ensure you create the most effective websites and mobile apps for converting users. 

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Key Criteria:

A/B and multivariate website and mobile testing. 
Visual editor makes it easy for non-technical users to set up and experiment with a single line of code. 
Create custom audience profiles for effective segmentation. 
Insights help you learn more about clicks, conversions, and the effectiveness of your experiments. 
Client-side campaigns to deliver your flicker-free tests or server-side testing for more significant tests.
Integrations available.

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

 

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If there’s one thing we love to check on at the end and beginning of any year, it’s the trends. Who got what right — or wrong? What did no one see coming? It’s all fascinating to witness.Perhaps antithetical to my love for trend-watching, the biggest lesson I’ve learned from predictions is that no one can tell the future. We can only make observations based on data and the cultural landscape and cross our fingers.Keeping that in mind, we — along with experts — outline what we’ve noticed people are picking up more of in the industry and make observations about what the future might hold for social media in 2023.1. More AI-generated content – and accompanying tools to track itBased on the current trajectory of interest, this is a more obvious prediction, but one that has to be made nonetheless.The end of 2022 was bang-on for AI with the release of OpenAI’s ChatGPT. We, and much of the Internet, were instantly hooked on the tool and its potential applications. We’ve seen it used to manage and write emails, tweets, and, more controversially, to make art.Today I’ll give you a new super power: a gmail AI virtual assistant that summarizes long email threads, suggests replies, adds to your drafts.Automatically, every 30 mins, for free! 🤖It’s powered by a google spreadsheet, so you just copy and run (no sign up). Here’s how 👇 pic.twitter.com/c2vU1SoT2l— Arthur Camara (@arthcmr) January 9, 2023

We don’t need AI to make art. We need AI to write emails and clean the house and deliver the groceries so humans can make more art.— SJ Sindu 💙 Shakti available for pre-order 💙 (@SJSindu) January 4, 2023

Mohammed Asaduallah is the CEO of BetterwithBenji a tax software platform for creators. He predicts that social posts will be generated by ChatGPT after being trained with a company’s brand persona. Writer, the AI writing platform, is already pushing a feature that promises to achieve this called CoWrite.Of course, the danger of increased AI use could lead to increasingly mediocre content flooding the Internet. Daniel Sobey-Harker, Head of Community at Windscribe, predicts that companies will mistakenly believe that they can replace writers with AI tools – leading to a deluge of mediocre content that creates an aversion to long-form articles in general.On the flip side, there is a golden opportunity for writers, artists, and creators with a unique voice, style, and perspective to stand out. I personally predict that once the hype passes, human creativity will become more valuable than ever. After all, AI isn’t trained on AI-created content – it’s trained on human content.🔗AI won’t replace humans, but it can support them. Check out our article on the different applications of AI to ease the content creation process.2. Regular people will become creatorsThe era of the rich, aspirational creator is fading quickly, making way for new voices in everyday people. Kasey Bayne, marketing consultant and founder of KBConsulting, predicts more “regular people” getting to share their voice, especially on video. Kasey predicts more people becoming creators on TikTok, not in a way that necessarily becomes their full-time gig, but to share and be rewarded for the content they put out there.I want to add to this that more than ever, people want to see other people’s thoughts on the products and services they’re considering buying. According to Stackla, 79 percent of people say user-generated content highly impacts their purchasing decisions. So user-generated content created by these everyday people will be more valuable than ever.A great existing example of this is Keith Lee, who reviews small, often family-owned restaurants using the same format. His videos have helped small businesses gain new fans and revenue. @keith_lee125 Frankensons Pizzeria Taste test 💕 would you try it ? 💕 #foodcritic ♬ original sound – Keith Lee In the same vein, there will be a push for authenticity with social media marketing, either with content or influencer marketing, as pointed out by Karen Okoro, Head of Digital Media at DG Sentinel. People are beginning to decipher what paid content looks like, so creators will have to push the envelope on how they create.3. Brands will hire social media managers per platformMore brands will realize why their social media team can’t also be their PR team, copywriters, content creators, and everything in between, predicts Kendall Dickieson, social media expert and founder of Flexible Creative.Kendall also predicts that per-platform social managers will become a thing since brands can be more efficient and devote their attention to one platform. Also, with nuances between platforms, social media managers will want to specialize and become experts at one or two platforms instead of spreading their attention to multiple.However, this might be wishful thinking in a time of layoffs that disproportionately affect marketing and other roles that are harder to prove their impact on revenue generation. But there might be a solution that can work for everyone – celebrity social media personalities.4. Celebrity social media personalities will become more commonAdjacent to the idea of per-platform SMMs, brands that have to consolidate budgets will also face a reckoning with the changing requirements of social media managers. According to Hayley Rodgers, social media manager at Paddle, dwindling budgets might lead to more consolidation of the social media manager role and a shift in skills needed to be successful.Video content creators that are great on camera will be sought after to create social-first, video-first content for TikTok and YouTube Shorts. Zaria Parvez, Global Social Media Manager at Duolingo, is a classic example, her work for the company’s social media and especially TikTok, elevated the brand to millions of views per post. @zariaparvez i should be in a meeting rn lol. #Duolingo #americandream #comedy #brandtok #socialmediamanager ♬ American Dream – Pasha Grozdov In an effort to not overwhelm their teams, user-generated content might come into play. There are signs that point to more brands adopting existing creators within their niche to create content for their social media. More than using their product or service and selling their video, these creators are not necessarily highlighting the brand and are more focused on becoming a familiar face and name that consumers can latch on to. @linkedin emailing 101, class is in session #linkedin #corporatehumor #careertok ♬ SALSA JAM NO.1 – Jaycee Mante LinkedIn partners with DeAndre Brown, a comedic creator whose content focuses on Gen-Z in the workplace, helping the brand connect to a new generation. @whowhatwear.uk Ahopping the #januarysales? Well @Andrea is here to help make sure you’re getting a good deal. #christmassale #whattobuy #2023fashiontrends #consciousshopping ♬ original sound – Who What Wear WhoWhatWear partners with Andrea Cheong a creator who focuses on sustainability in fashion. Andrea has a broad knowledge of the fashion industry and focuses on helping consumers make better buying decisions.5. Creators will focus on brand building through owned platforms2022 was the year that really drove home for many creators that they don’t own the platforms they build their following on – and anything can happen to something you don’t own. From “Make Instagram Instagram again,” to the Twitter takeover to TikTok’s will-they-won’t-they with various governments – no platform or creator was safe.Jennifer Reardon, Communications Director at AltExchange predicts that creators will hone in on email marketing and focus more on building their own brand and creating their own businesses than relying on brand partnerships.More than ever, creators will have to figure out how to generate income outside of social media. Some might turn to newsletters, others to courses, and others still to paid communities.🔌Take control of your audience with Start Page by directing people to your owned content.6. More organic and high-quality content to make up for decreased paid social spendPaid ads have been facing a reckoning in the past few years with major ad platforms, Google and Meta, getting fine after fine, restriction after restriction. Users are being given more power over how their data is used, so businesses will have to figure out new ways to reach their audiences.Arielle Sanchez, marketing consultant and owner of Marketing Chica, predicts an increase in higher-quality, targeted content to combat the decrease in cookieless paid social.Corroborating that statement is Duarte Garrido, Global Head of Social Media at Standard Chartered, who says that we will see a resurgence in organic content due to the pivot from the social graph to the interest graph. Basically, instead of a hyper-focus on interest in individuals, audiences will be more interested in overarching ideas and the communities that foster those ideas. No more following a single influencer as a holy grail, but following communities that might have multiple influencers. Companies that create content with audience interests at heart won’t need to resort to paid.An interesting example of this is Bobbie Goods, a small business that makes coloring books. The business’ TikTok attracts thousands of views to cozy and relaxing videos of the founder using her own products or packing orders. @bobbiegoods brrrrrr! ❄️ #cozy #winteraesthetic #christmasgift ♬ White Christmas – The Drifters 7. Unexpected collaborations between brands and creatorsNatalie Sportelli, Head of Content at Thingtesting predicts that we’ll see many more creative and unexpected collaborations between companies, celebs, and influencers.There’s already precedent for this, but as brands try to reach audiences that are important to them but that they haven’t captured, we may see both small and large-scale examples of this. Two collaborations that fall into either category already come to mind:The first is Mr. Beast working with Shopify to go to Antarctica, do a quick ad spot, and name a mountain after the brand – all set to a soundtrack by Hans Zimmer. The video of the expedition reached 73 Million views in two weeks.On a smaller scale is Martha Stewart’s collaboration with water brand Liquid Death. The celebrity chef created a candle in the shape of a severed hand for Halloween. The video has reached a couple million views across the brand’s social media.From stunts to product launches, collabs will create a memorable moment for consumers and help all stakeholders tap into each other’s audiences.Use predictions as a guide, not a certaintyTo reiterate, predictions are merely assumptions about the state of the world after some time has passed based on what’s happening in the present. Avoid the temptation to follow the crowd and take everything on this list with a grain of salt. It’s all important to consider, of course, but it’s more important to have a solid strategy in place, understand your audience, and create content that serves your brand. Do you have any thoughts about what social media could look like this year? Share them with us on our social media @buffer!

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