A Google search for “How to improve website conversion” returns 370 million results, most of which are generic advice.
While best practices and trends can be helpful, they only sometimes address individual website needs. A/B testing, a subset of conversion rate optimization (CRO), offers a solution by testing design changes directly with users.
This article explores the best A/B testing tools and top features to consider when looking for an A/B testing tool for your business.
What is an A/B testing tool?
As a subset of conversion rate optimization, A/B testing is no longer a new field.
It’s been around for a while, and you can access hundreds of tools to run A/B tests.
To properly define an A/B testing tool, I need to mention what an A/B test is.
An A/B test is when you combine two web pages with a difference in one element to see which performs better.
The A/B testing tool allows you to create different web page variations to see which performs better.
These tools automate splitting traffic, tracking user behavior, and analyzing results to identify statistically significant differences between variations.
Key functionalities of A/B testing tools include:
- Visual Editor: Allows you to create variations without coding knowledge.
- Traffic Allocation: Distributes users randomly between variations.
- Goal Tracking: Measures the performance of each variation against predefined goals.
- Statistical Analysis: Determines if differences between variations are significant.
- Reporting: Provides insights and visualizations to understand test results.
To get a more in-depth understanding of A/B testing, read our ultimate guide to A/B testing.
Essential Features for Choosing the Right A/B Testing Tool
If you don’t want to skim to read the essential features of an A/B testing tool, you can also watch this quick video:
1. Visual Editor and Ease of Use:
No matter how unique your A/B testing tool is, it won’t be worth it unless it’s easy-to-use, has an intuitive interface, and requires minimal technical expertise to set up and run tests.
At the same time, look for a visual editor that allows you to make changes without coding.
Your A/B testing tool’s visual editor should allow you to:
- Create a replica of your homepage or whatever page has the headline.
- Edit your web page elements and start the test.
- Drag and drop elements while editing.
That said, the A/b testing tool should also come with a code-based editor that allows your developer to create a variation using JavaScript and HTML/CSS that will be responsive across devices.
A visual editor allows non-technical users to create variations easily, while a code editor enables developers to manipulate site code for responsive variations across devices. Complex tests made with a visual editor can lead to responsiveness issues.
2. Experimentation Capabilities:
The tool should support a variety of experiment types beyond simple A/B tests, such as:
- Multivariate Testing (MVT): Test multiple variations of multiple elements simultaneously.
- Split URL Testing: Test utterly different page designs against each other.
- Multi-Page Testing: Test changes across multiple pages in a user journey.
- Server-Side Testing: It should also be able to conduct experiments on the server rather than the client side, allowing for greater flexibility, faster loading times, and more complex tests.
3. Advanced Targeting:
Your tool should segment your audience and target specific groups based on multiple factors, including their behavior. This will help you tailor your content to particular groups.
Pro tip: Look for a tool that allows you to target based on demographics, behavior, or other custom criteria.
4. Statistics:
Everyone has a bias. The same can be said of CRO specialists and their statistical approach.
CRO specialists approach statistics in two fundamental ways: the Bayesian and Frequentist models. That said, every tool can record and compute its statistics. For some, it’s Bayesian; for others, it’s Frequentist.
When selecting an A/B test tool, consider your favorite statistical approach. If you’re a Frequentist, you don’t want to pay thousands of dollars for a tool whose analysis is Bayesian.
5. Customer Support:
No A/B testing tool is perfect and foolproof—you’ll need assistance sooner or later, but it’ll happen.
So, no matter how exceptional the tool is, you should have direct access to support staff when encountering an issue. Their site should also have a knowledge base and documentation, making it easy to resolve significant matters yourself.
6. Feature Flagging:
To stay competitive, businesses must constantly adapt to evolving customer needs. However, releasing untested features can negatively impact interaction and revenue.
A/B testing with feature flagging can help avoid this issue by allowing controlled feature rollouts and testing to ensure customer satisfaction. If your business regularly releases new features, consider an A/B testing tool with feature flagging capabilities.
7. Advanced Reporting and Analysis:
The tool should provide comprehensive reports and visualizations that clearly illustrate the impact of your tests.
Look for features like heatmaps, click maps, and funnel analysis to better understand how users interact with your variations.
8. Third-Party Integrations:
Many businesses today use multiple tools in their tech stack. Before picking your A/B testing tool, ensure it integrates with a range of relevant business tools you already use or intend to use.
Top A/B Testing Tools with Robust Feature Sets
Now that we know which features to consider when choosing an A/B testing tool let’s examine the tools that offer all these features and more.
1. FigPii
Best For: Businesses looking for an all-in-one conversion optimization platform.
FigPii is an all-in-one tool for conversion optimization and behavior analysis that enables A/B testing, session recordings, heat maps, and even on-site polls and surveys.
Plus, it has a visual editor that lets you make changes to your website without knowing any code.
FigPii also stands out due to its flicker-free A/B testing. This means that when visitors come to your site, they won’t see any annoying flickering or delays as the different variations load. This is a big deal because it can improve the user experience and make your tests more accurate.
Key Features:
- Advanced Targeting: Figpii offers advanced targeting, custom JavaScript targeting, unlimited subdomains, targeting by campaigns (query), visitor targeting (new vs. returning), source targeting, etc.
- A/B and Split URL Testing: It enables both testing models—which means you can test simple changes or completely different pages.
- AI-Powered Recommendations: FigPii uses AI to analyze your data and suggest improvements.
- Goal Tracking: FigPii offers versatile tracking options, including custom JavaScript events, Page visits, cross-domain tracking, and domain-wide goals.
Pros:
- IP targeting for quality assurance services.
- Launch and pause your tests at specific timings based on your preference.
- Integration with third-party tools like Shopify, Google Analytics, and WordPress.
- Unlimited concurrent tests.
Cons:
- Figpii doesn’t offer tests on mobile applications.
Pricing: The free plan initially allows you to run unlimited A/B tests with up to 15,000 monthly visitors. Paid plans start at 149.99 monthly for up to 30k visitors and unlimited A/B tests.
2. AB Tasty
Best For: Mid to large-sized businesses looking for an advanced A/B testing tool.
Trusted by leading businesses such as Klaviyo, Disney, and L’Oreal, AB Tasty offers an omni-channel experimentation platform for desktop, mobile, and IoT devices.
The platform enables client and server-side testing, personalization (including AI-based segmentation and audience building), and audience activation, leveraging AI and machine learning capabilities.
Like FigPii, it also comes with behavior analysis tools such as heat maps, surveys, and session reports.
Key Features:
- Personalization: Deliver tailored experiences to different segments of your audience.
- Funnel Analysis: Track user journeys and see where people are dropping off.
- A/B, Split URL, and Multivariate Testing: You can test almost anything on your website.
Pros:
- The interface is intuitive and easy to understand.
- The test setup is easy.
- Multiple integration options, including Google Analytics and Kissmetrics.
Cons:
- The statistical significance calculator is basic.
- Pricing plans aren’t as transparent as their counterparts.
Pricing: Quote-based.
3. Adobe Target
Best For: Large enterprises with complex, multi-channel testing and personalization needs.
Adobe Target, part of the Adobe Experience Cloud, is your one-stop shop for running A/B tests and creating personalized customer experiences.
It offers a comprehensive suite of tools, including A/B and multivariate testing (MVT), multi-armed bandit testing, server-side optimization, mobile optimization, on-device decisions, and connected device optimization.
Key Features:
- Comprehensive Testing & Personalization: Run A/B, multivariate, and multi-armed bandit tests across web, mobile, and email to tailor experiences to individual users.
- AI-Powered Optimization: Automatically adjust traffic allocation and offers based on real-time user behavior for maximum impact.
- Cross-Channel Delivery: Deliver consistent, personalized experiences across all customer touchpoints, from website to mobile app to email.
Pros:
- In-depth personalization to create relevant experiences for your site visitors.
- Intuitive user interface.
- Recommendation modules for advanced optimization.
Cons:
- Integrations are complex and require a subscription to the other tools in the Adobe ecosystem.
- You’ll have to contact their team to get pricing details.
- It is not ideal for smaller businesses with limited budgets.
Pricing: Quote-based.
4. VWO (Visual Website Optimizer)
Best For: Enterprise-level businesses looking for an all-in-one CRO tool.
Trusted by brands like Hyundai, Wikijob, and Microfocus, VWO is an AB testing and conversion rate optimization tool for enterprise brands.
It also has a visual editor that helps you create and edit variations without any coding knowledge.
Beyond simple A/B tests, you can also use it to implement other optimization strategies like personalization and user behavior analysis. For example, you can access tools like heat maps, session recordings, built-in forms, form analytics, etc.
Key Features:
- A/B, Split URL, and Multivariate Testing: Experiment with different variations of your pages, including headlines, images, and CTAs.
- Personalization: Deliver targeted experiences based on visitor behavior, demographics, and more.
- Funnel Analysis: Track user journeys and identify where you’re losing potential customers.
Pros:
- The interface is intuitive and easy to navigate.
- Get detailed insights into your experiments and track your progress over time.
- VWO’s support team is highly responsive via in-app chat.
Cons:
- VWO can be pricey, especially for smaller businesses.
- Instead of a specific number on the lift, it gives you a range and calculates “likeliness to beat control.”
Pricing: It starts at $154 monthly for up to 10,000 users. There’s also a freemium plan.
Choosing Your A/B Testing Ally
Ultimately, the best A/B testing tool for you will depend on your specific needs, budget, and level of expertise.
For example, if you’re looking for an easy-to-use CRO and A/B testing tool with a visual builder, you might prefer FigPii. Adobe is a preferred option for enterprise companies.