15 Best A/B Testing Tools that You Should be Using in 2022

Conversion is paramount to the success of your business. With insightful A/B testing tools, you can optimize your digital marketing strategy, find answers, and communicate with your ideal customers.

11 Best A/B Testing Tools that You Should be Using in 2021

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Whether you’re in an office of 20 or taking on all the tasks solo, attracting your audience is essential. 

But you don’t want to attract people only, right? You want to convert them into loyal customers.

Conversion is paramount to the success of your business, and knowing how to increase the chances of it happening can make a huge impact.

It doesn’t matter if you’re just getting started or seeking to maintain and increase current conversion rates — A/B testing can help you reach your goal more quickly.

By methodically testing one variable at a time, such as whether a video or image captures your audience’s attention the most, you can find what your targeted audience prefers.

To help you out in this task, here’s a list of 11 A/B testing tools to optimize your digital marketing strategy, find answers, and communicate with your ideal customers.

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    What is an A/B Test?

    A/B testing is also known as split testing or bucket testing and is an essential process for comparing two versions of something to see which version performs better for you.

    With an A/B testing strategy, you have A, a controlled item, and B, the variance of that item. For example, if you use A/B testing on your website’s color scheme, you’ll keep A the original color and B a variance of the color. Then, you’ll see how users respond to the changes.

    A and B variants are shown to the users at random, and then statistical analysis can be used to figure out which of the two test variants produced better results.

    Why you should do A/B tests?

    With A/B testing in marketing, you, your team, and your company can learn more about the current user experience and make changes to improve what users experience when coming to your website.

    With A/B testing, you can come up with a hypothesis about why users are acting in certain ways and then test those hypotheses by using a control version of the site or ad along with a variation.

    A/B testing can help settle disagreements about how to run an ad campaign or the changes you want to make to a website, and it can also help improve a singular goal, like boosting your conversion rate with minor changes to your website.

    A/B testing can be used to test:

    • Your call-to-action page
    • The overall layout of your page
    • Form fields
    • Headlines

    …and many other aspects of your site.

    1. VWO (Visual Website Optimizer)

    VWO is a popular option when it comes to A/B testing, and for good reason.

    This versatile platform offers a full set of Conversion Rate Optimization (CRO) tools to help you find the solutions you need.

    One of the top features of the VWO A/B testing tool is its powerful reporting dashboard. 

    From it, you can quickly assess each test’s results based on its unique color-coding system.

    These test results can help you understand the website user’s behavior. They can also help improve the customer experience and bring more business your way.

    The VWO A/B testing tool is most suitable for mid-size to large enterprises and has a reputation for exceptional 24-hour support and problem resolution services.

    2. Optimizely

    For larger enterprises, Optimizely is often the preferred choice for top-of-the-line A/B testing tools.

    Even so, its implementation is easy, and suitable for even beginners.

    In addition to Optimizely’s robust A/B testing capabilities, you can run multiple tests on a single page simultaneously. 

    The Visual Editor feature is user-friendly without the need for experience using any type of code.

    Advanced targeting, segmentation, and content personalization features are also a plus.

    As a bonus, you can use Optimizely on mobile apps as well as with messaging platforms.

    3. Ion Interactive

    Ion Interactive is a platform designed to help you create interactive content to constantly improve your customers’ experience. 

    It also offers quick, integrated A/B testing for convenience.

    Not only can you create all your interactive experiences within the software, but you can also test each one to see how it fares with viewers. 

    You can do this with just a couple of clicks, saving your team time and getting to your customers faster.

    There’s no need for developer or coding skills either.

    Easily collect data on which interactions (e.g., infographics or lookbooks), attract more potential customers, and adjust your content marketing accordingly.

    Once you have the testing results, you can allow the software to set optimization automatically or do it manually, with you selecting from the results.

    4. Omniconvert

    Turning data into new marketing strategies is what Omniconvert is all about.

    You can use it anywhere, running A/B split tests on your desktop, tablet, or mobile device — wherever it is most convenient for you.

    A favorite feature of Omniconvert is the ability to set your control to the winners in your A/B testing, aiding in future testing.

    In addition to A/B testing capabilities, you can utilize the platform’s tools for web surveys, personalization, and traffic segmentation. 

    These segmentation capabilities include sorting by visitor behavior, geolocation, and various other parameters.

    5. HubSpot

    If you’re looking for an all-encompassing marketing tool and have a higher budget to work with, HubSpot’s full suite of software may be for you.

    It includes a CRM, a Marketing Hub (with an A/B testing tool), a Sales Hub, and a Service Hub.

    The HubSpot tool is perfect for those businesses new to A/B testing. It’s also ideal for businesses looking for a way to keep track of all their testing results.

    You can’t pay separately for the A/B testing tool, however. Instead, you will need to pay the cost of a professional plan, which at a minimum is around $800 per month.

    The benefit to going with HubSpot is it provides a full set of tools combined in a single system which can be a huge time saver.

    6. AB Tasty

    AB Tasty is geared toward mid-sized businesses and those new to A/B testing who don’t require the additional capabilities found in other tools on this list.

    That’s not to say that AB Tasty is lacking in usefulness, however.

    You can build and run your A/B tests utilizing the visual editor. Its simple drag-and-drop editor saves time, and the platform is highly user-friendly overall.

    State of Marketing Report 2024

    You’ll have access to extensive reports, content personalization, and advanced targeting features.

    AB Tasty also comes with a unique funnel testing capability that allows you to experiment across several pages at the same time.

    7. Convert

    With Convert, you can build more variations and specific tests geared to your particular needs.

    Its design is favored by those with experience in A/B testing and other marketing tools already.

    Use its convenient visual builder without entering any code, or switch over to inputting custom code for more freedom in the design of your testing structure.

    Developer shortcuts can also be utilized, such as choosing child elements or selecting containers.

    In addition to A/B testing, Convert allows for multivariate testing, multipage experimentation, and advanced segmentation (e.g., you can segment customers by cookies or historical behavior).

    Robust reporting features and various third-party tool integration capabilities (like WordPress, HubSpot, and Shopify) also increase the usefulness of Convert.

    8. Nelio A/B Testing

    For those of you using WordPress to power your website, the Nelio A/B Testing plugin may be all you need.

    Conduct your A/B tests without ever having to leave the WordPress interface. 

    You’ll also be able to review analytical feedback, evaluate heatmaps, and work to improve results right there as well.

    In addition to other valuable WordPress plugins, Nelio A/B Testing can boost your overall marketing strategy and increase conversion rates.

    This A/B testing tool is also compatible with WooCommerce for those who have e-commerce stores.

    WordPress plugins provide valuable services today, and the Nelio A/B Testing tool is a good choice for conducting your A/B tests.

    9. Zoho PageSense

    Small to mid-size businesses, new startups, or anyone with a limited marketing budget will benefit from selecting the Zoho PageSense platform.

    From it, you can successfully find ways to optimize your website, create personalization for target audiences, and increase your overall conversion rate.

    The monthly price is based on the number of monthly visitors. If you have under 10,000 visitors each month, you pay the lowest rate. 

    You still have access to the platform’s full features, however, regardless of the number of visitors.

    Conduct all your A/B testing here utilizing the visual editor. 

    You’ll also have access to Split URL testing, advanced targeting and segmentation (allowing you to drill down to find what you need), and flexible reporting.

    The platform utilizes real-time data, offers a straightforward user interface, and has a convenient Chrome Extension for you to use.

    You can also easily integrate with third-party applications such as Google Analytics and various Zoho applications.

    10. Convertize

    The Convertize tool is a good place to start if you’re new to conversion rate optimization, but it can also serve those who need something more.

    Offering A/B testing and personalization, this platform includes an easy-to-use drag-and-drop visual editor. 

    Other features include a statistics engine, dynamic text, nudges, and autopilot to shift traffic to your top-performing web pages.

    Different plans are available to suit your particular needs. 

    For example, the Team plan is for those running in-depth CRO campaigns and allows for unlimited tests on any number of websites.

    Overall, Convertize is a great value.

    11. Google Optimize

    If you’re looking for a free A/B testing tool, start with the combo of Google Analytics and Google Optimize.

    Google Optimize is a useful A/B testing tool where you can create, test, and analyze various versions of your website. 

    You can also conduct simple split URL tests and multivariate tests as desired.

    If you need more, you can also consider signing up for Optimize 360, which is a paid version offering additional testing abilities and various other services.

    11. Unbounce

    Unbounce helps you take your landing pages to the next level with A/B testing. It helps you build your perfect landing page, so you’re getting the conversions that you’re working so hard for.

    Marketers love to use Unbounce because it helps build custom landing pages that convert users without requiring them to know how to code. You can even automatically target visitors with relevant content. It starts at $72 monthly.

    12. Leadformly

    Leadformly is another option you may want to try for your A/B testing. It specifically looks at the forms you have on your website and why you might be having trouble capturing new leads with them.

    Leadformly lets you make changes to see what increases the likelihood of people filling out the forms. At just $37 a month for the most basic plan, it is an option you may want to try (it comes with a free trial).

    13. Adobe Target

    Among the most popular and widely used tools for A/B testing is Adobe Target. This product is completely customized, and it uses AI-powered testing and automation to make A/B testing easy.

    Unlike some other pieces of software, Adobe Target supports A/B testing UI, images, copy, and more.

    14. Crazy Egg

    Crazy Egg is a type of website optimization software that helps complete A/B testing. It will let you check variations of each page of your website, so you can adjust code piece by piece to make sure it’s right for you.

    You don’t need coding experience to use Crazy Egg, so this could be a good option. As for affordability, it starts at only $24 a month, which is reasonable for this kind of software.

    15. A/B Smartly

    A/B Smartly

    To make sure you can run many experiments at once, you may want to use A/B Smartly. This software lets you run hundreds of tests at once, so you can go through dozens of variants without having to wait for the results one by one.

    Beneficially, A/B Smartly has real-time reports, too, so you can start implementing changes quickly and easily. Pricing varies, but advanced support is available to help you get started.

    Wrap Up: Increasing Your Conversion Rate by Using These A/B Testing Tools

    An A/B testing tool can become your secret partner in the quest to perfect your website, copy, or product. 

    Utilizing one of the tools on this list can help you make informed decisions and increase your conversion rate with ease and confidence.

    After all, this rate is a sign of the effectiveness of your current marketing and sales strategy. 

    If yours isn’t working as well as you need it to, isn’t it time to find out why? 

    Discover what your team can do to increase your conversion rate by accessing our interactive eBook today!


    Human Crafted Content

    Find top content freelancers on WriterAccess.

    Human Crafted Content

    Find top content freelancers on WriterAccess.

    Barbara von der Osten Rock author vector
    Barbara is one of our WriterAccess talents. Find good writers like her on www.writeraccess.com/trial

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