20 Best A/B Testing Tools Of 2025 For Data-Driven Experiments
10 Best A/B Testing Tools Shortlist
Here's my pick of the 10 best software from the 20 tools reviewed.
Our one-on-one guidance will help you find the perfect fit.
With so many different A/B testing tools to choose from, figuring out which one is right for you is tough. You know you want a tool to help you run tests to figure out which version of your digital product performs better, but you need to figure out which tool is right for you. In this post, I'll help you make your choice easy by sharing my insights on the best A/B testing tools to manage live comparison tests and analyze the metrics, so you can hone in on the winning design, layout, or approach.
What are A/B Testing Tools?
A/B testing tools are software tools that allow you to compare two different varients of digital content to determine which version performs better. They help facilitate experiments covering design elements, headlines, content, and other functionalities, with the resulting data used to guide improvements to the final digital product. They achieve this through features like split traffic, user segmentation, and real-time data analysis of key performance metrics like clicks, open rates, conversion rates, and user engagement levels.
A/B testing tools offer numerous benefits, including increased conversion rates, improved user experiences, enhanced content engagement, and reduced risks before fully implementing changes to digital products. By relying on actual user data, they also enable better data-driven decisions to help you make your products better.
The Best A/B Testing Tools Comparison Chart
Here’s a comparison chart that summarizes basic details about each of my top A/B testing tool selections. You can view pricing details and the availability of free trials or demos side-by-side to help you find the best tool for your budget.
| Tool | Best For | Trial Info | Price | ||
|---|---|---|---|---|---|
| 1 |  Kameleoon Kameleoon gives you a clear confidence rating on experiment results. | Best A/B testing tool for flicker-free experiments | Free demo available | Pricing upon request | Website |
| 2 |  AB Tasty With AB Tasty, you can have multiple tests running simultaneously. | Best A/B testing tool for a Bayesian statistics engine | Free demo available | Pricing upon request | Website |
| 3 |  VWO VWO allows you to break down results by visitor dimensions. | Best A/B testing tool for aggregation experiment metrics | 30-day free trial + free plan available | From $173/month (billed annually) | Website |
| 4 |  Optimizely Optimizely gives you the data you need to pick winners. | Best A/B testing tool for front-end A/B and multi-page experimentation | Free demo available | Pricing upon request | Website |
| 5 |  LaunchDarkly Launch Darkly gives you clear visualizations of how your experiments are performing. | Best A/B testing tool for intuitive experiments | 14-day free trial | From $10/user/month | Website |
| 6 |  Intellimize With the help of Intellimize, you can improve results quickly. | Best A/B testing tool for programmatic conversion rate optimization | Free demo | Pricing upon request | Website |
| 7 |  Yieldify Yieldify helps you maximize revenue from every campaign. | Best A/B testing tool for AI-powered predictions | Free demo available | Pricing upon request | Website |
| 8 |  Statsig Statsig gives you a wealth of information on experiments. | Best A/B testing tool for better product observability | Free plan available | Pricing upon request | Website |
| 9 |  Freshmarketer Freshmarketer offers heatmaps for tracking visitor activity in detail. | Best A/B testing tool for session replays | 21-day free trial + free plan available | From $15/user/month (billed annually) | Website |
| 10 |  A/B Smartly Check your A/B Smartly stats on the web or on your mobile device. | Best A/B testing tool for knowledge-based experiments | Free demo available | Pricing upon request | Website |
Overviews of the 10 Best A/B Testing Tools
Here’s a brief description of each A/B testing tool that showcases each tool’s best use case, their noteworthy features, and some pros & cons. I’ve also included screenshots to give you a snapshot of their user interface too.
Kameleoon is a web experimentation platform that helps you unlock growth on web channels while maintaining data accuracy, high levels of performance, and strict privacy.
Why I picked Kameleoon: The software is designed to be flicker-free, guaranteed, so your experiments don’t affect user behavior. Yet pages still load fast to ensure a quality experience for website visitors.
You can use the SPA-compatible smart graphic editor to build tests, or deploy experiments from your preferred coding environment. You can also build audience segments using over 45 native targeting criteria. It’s also easy to toggle between native goals and your preferred analytics solution.
Kameleoon Standout Features and Integrations
Features unlimited experiments, AB testing, multivariate testing, server-side testing, a developer-friendly code editor, a large widget library, audience segmentation, and dynamic traffic allocation.
Integrations include Adobe Analytics, Amplitude, CrazyEgg, HotJar, Klaviyo, Mouseflow, Piano, Tealium, Trust Commander, and UserCentrics.
Pros and cons
Pros:
- Excellent graphical editor
- Easy implementation
- Extensive feature set
Cons:
- Some technical knowledge required
- Prioritizing projects can be difficult
AB Tasty helps you test your website or mobile app, so you can drive the highest possible return on investment from your new features, better copy, or improved design.
Why I picked AB Tasty: AB Tasty is powered by a Bayesian statistics engine to give you all the data you need to make informed decisions. You can leverage advanced features such as gain probability and median value to correctly assess the impact of each experiment. Once you have a clear winner, you can update your website with the winning variation.
Using the ROI dashboard, it’s easy to track the import of tests compared to the original. You can attribute gains in revenue to your experiments by campaign and time period, to get a clear picture of ongoing optimizations.
AB Tasty Standout Features and Integrations
Features include web experiments, mobile experiments, confidence level, multivariate testing, a WYSIWYG editor, a test library, targeting, user data, and monitoring.
Integrations include Adobe Audience Manager, Amplitude, Didomi, Full Story, Google Analytics, Heap, Infinity, Mixpanel, Segmentio, and Tealium.
Pros and cons
Pros:
- Infinitely flexible
- Plugins extend the feature set
- Easy to use widgets
Cons:
- Experiments affect loading times
- Advanced tests require coding
VWO (Visual Website Optimizer) is an A/B testing and conversion optimization platform designed for businesses of all sizes.
Why I picked VWO: The platform allows businesses to create and run experiments to optimize website performance and user engagement, using a range of testing methods. VWO also includes a range of features enabling businesses to gain insights into user behavior and identify areas for improvement.
You can import and aggregate all the metrics that are important to your business, then measure how they are affected by your experiments. The software tracks both leading and lagging indicators for your experiments. It also monitors ‘guardrail metrics’ to ensure that badly failing experiments are stopped quickly.
VWO Standout Features and Integrations
Features include A/B testing, multivariate testing, split URL testing heatmaps, visitor recordings, and form analytics.
Integrations include 6Sense, AT Internet, Adobe Analytics, BlueConic, Contentsquare, FullStory, Heap, Kissmetrics, Snowplow, and WhatConverts.
Pros and cons
Pros:
- Form analytics
- Excellent behavior insights
- Powerful analytics and reporting
Cons:
- Setup requires resources and investment
- The user interface is not intuitive
Best A/B testing tool for front-end A/B and multi-page experimentation
Optimizely is an enterprise-level experimentation platform that helps businesses optimize their digital experiences through A/B testing, personalization, and analytics.
Why I picked Optimizely: The platform enables businesses to test and launch new features, improve website performance, and drive conversions. It offers a wide range of features, integrations, and support options to help businesses create and manage complex experimentation strategies.
This front-end A/B and multi-page experimentation product lets you safely run multiple experiments on the same page. As well as leveraging advanced experimentation you can use personalization to create better customer experiences. You can deliver targeted messaging, personalized offers, and recommend the most relevant content for your users.
Optimizely Standout Features and Integrations
Features include exclusion groups, A/B testing, personalization, multivariate testing, feature flagging, audience targeting, analytics and insights, real-time performance monitoring, and collaboration tools.
Integrations include Acumatica, Aprimo DAM Connector, Coreware, Delighted, FullStory, Magento, OpenPay, PunchOut, Shopify Plus, and Weld.
Pros and cons
Pros:
- Extensive online documentation
- Integrations with existing workflows
- Powerful audience targeting
Cons:
- Can be expensive for SMBs
- Pricing plans are confusing
LaunchDarkly is an innovative A/B testing tool that empowers businesses to make data-driven decisions about design, copy, and user experience.
Why I picked LaunchDarkly: The software makes it easy for product managers, marketers, and developers to run and act on experiments. You can run front-end, back-end, and mobile experiments in any environment, then serve the winning variation with just a few clicks.
The software also helps you measure the impact of new releases, monitoring how new features affect system performance when they’re deployed. New features are wrapped in flags so you can begin optimizing immediately.
You can define the data you want to collect, from revenue impact and page load time to server cost and customer experience. The system records data for assigned metrics, so you can analyze further and fine tune your experiments. You get results that are easy to understand, without worrying about statistical significance, p-values, or confidence intervals.
LaunchDarkly Standout Features and Integrations
Features include real-time performance, rapid process flag updates, instant flag evaluation, differentiated architecture, development workflow, full-stack testing, and Bayesian testing.
Integrations include Amazon Kinesis, Amplitude, AppDynamics, Cloudflare, Github, Heap, LogDNA, Pendo, Segment, and Slack.
Pros and cons
Pros:
- API calls
- Toggle of feature flags
- Excellent documentation
Cons:
- Role assignments need to be more granular
- Occasional errors
Intellimize uses automation to help businesses optimize their websites quickly, yet with the flexibility to adapt to changing environments.
Why I picked Intellimize: Using Intellimize, you can dynamically personalize your website at scale to convert much more traffic. Thanks to AI-driven continuous conversion technology, it’s simple to apply flexible rules across your tests. You can create website experiments using a WYSIWYG editor, so you have the freedom to personalize and test any elements on any page.
You can also set a sitewide optimization goal or specific page goals. These drive page-level engagement that’s aligned with your business objectives. You can get up to speed quickly, setting up live tests that run through unlimited variations simultaneously.
Intellimize Standout Features and Integrations
Features include AI-driven optimization, A/B testing, rules-based personalization, audience insights, AI-powered copy suggestions, 1-click integrations, and a holistic dashboard.
Integrations include 6Sense, Clearbit, Google Analytics, Marketo, Mixpanel, RollWorks, and Segment.
Pros and cons
Pros:
- Specific user targeting
- Great personalization options
- Content personalization
Cons:
- Settings can be confusing
- Experiments may go live prematurely
Yieldify is an A/B testing platform that allows you to conduct experiments on any aspect of personalization, from designs and formats to copy and advanced targeting rules.
Why I picked Yieldify: This platform uses an AI-prediction engine to accelerate the testing process. You can focus on the tests most likely to work and get meaningful results faster. The machine learning software allows you to run several A/B tests concurrently or run multiple variants in the same confidence test.
Yieldify is also designed to surface problem results. You can run incremental control testing, measuring experiences against a control group who see no personalization.
Yieldify Standout Features and Integrations
Features include A/B/control tests, A/B/n tests, AI-powered predictions, a visual editor, test scheduling, surveys, statistical relevance analysis, split testing, funnel analysis, qualitative and quantitative experiments, and audience targeting.
Integrations include ActiveCampaign, Aircall, CampaignMonitor, FastSpring, IBM Watson, Iterable, Oracle NetSuite, Salesnexus, SendGrid, and Webflow.
Pros and cons
Pros:
- Advanced segmentation
- Precise targeting
- Excellent reporting features
Cons:
- Integrating with email can be tricky
- Occasional campaign glitches
Statsig is a feature flagging and experimentation platform designed for software development teams to test and launch new features with a data-driven approach.
Why I picked Statsig: This tool allows developers and product managers to measure feature launches, run A/B experiments, and dynamically control the release of features to different user segments. Statsig is designed to integrate into existing workflows, providing comprehensive analytics tools and reporting to help teams make data-driven decisions.
The software deploys product observability to improve results. This technology combines experimentation with real-time analytics to give you a 360° view of your product and business. Statsig serves all your experimentation needs with a unified platform that connects what you build with the impact you deliver.
Statsig Standout Features and Integrations
Features include feature flagging, A/B testing, dynamic configuration of feature flags, support for multiple languages, custom user targeting, comprehensive analytics, and multi-platform capabilities.
Integrations include Amplitude, Datadog, Discord, Google Analytics, Jira, Heap, LogDNA, Microsoft Teams, RevenueCat, and Slack.
Pros and cons
Pros:
- Advanced analytics
- Custom user targeting
- Integrates into existing workflows
Cons:
- Performance issues with complex experiments
- Requires tech expertise
Freshmarketer is a marketing automation and conversion rate optimization platform designed for businesses of all sizes.
Why I picked Freshmarketer: Using Freshmarketer, you can create A/B tests to compare different versions of pages to determine which performs better. Freshmarketer provides heatmaps that show where visitors are clicking on a website, which can help you optimize pages for better user engagement and conversions.
Freshmarketer offers session replay capabilities, enabling you to watch recordings of how visitors interact with your website, so you can optimize accordingly. The platform offers conversion funnel analysis, which allows you to track the user journey, identify areas where users drop off, and optimize pages for better conversions.
Freshmarketer Standout Features and Integrations
Features include AB testing, heatmaps, conversion funnels, session recording and replay, an API, an activity dashboard, alerts, escalation, notifications, behavior tracking, campaign analytics, and campaign segmentation.
Integrations include Adobe Analytics, Drupal, FreshDesk, Google, Joomla, Magento, SquareSpace, WordPress, and Unbounce.
Pros and cons
Pros:
- Advanced audience targeting
- Conversion funnel analysis
- No coding required
Cons:
- Lacks advanced features
- Limited customization options
A/B Smartly is a knowledge-based and engineering-centric experimentation platform that can be used to run hundreds of simultaneous experiments. The platform gives full transparency to all stakeholders and complete visibility into possible interactions.
Why I picked A/B Smartly: A/B Smartly is a cloud-based experimentation platform that supports data sinks such as Redshift, BigQuery, Snowflake, Hadoop, S3, Apache Druid, ClickHouse and more to come.
Thanks to the low latency, you can start an experiment and see the data immediately. That means you can use the testing capabilities to quickly identify breakages or strange visitor behavior to stop bad experiments in seconds.
A/B Smartly warns you automatically about problems such as sample ratio mismatches, novelty effects, trigger day effects, deeps, or spikes. You can also add your own custom guardrails to ensure your experiments stay on track. You can run thousands of simultaneous A/B tests across your infrastructure with reliable results.
A/B Smartly Standout Features and Integrations
Features include support for multiple data sinks, real-time reports, usability reports, sub-minute dashboard latency, automatic warnings, and custom guardrails.
Integrations are available for tools such as Segment. Other platforms can be integrated using Zapier.
Pros and cons
Pros:
- Detailed analytics
- Great templates
- Easy to use
Cons:
- The user interface needs improvement
- Sometimes unstable and buggy
Other Options
Here are a few more solid options that didn’t make the best A/B testing tools list:
- Click Funnels
A/B testing tool for experiments built into a CRM
- Zoho PageSense
A/B testing tool for an intuitive visual editor
- Tggl
For safe, fast code releases with feature flags
- Crazy Egg
A/B testing tool for rapid setup
- Instapage
A/B testing tool for split-testing with heatmaps
- Omniconvert
A/B testing tool for a powerful segmentation engine
- Convertize
A/B testing tool for an intuitive, visual page-editor
- Adobe Target
A/B testing tool for everything from web to IoT
- Oracle Maxymiser
A/B testing tool for in-session personalization
- Apptimize
A/B testing tool for optimizing customer journeys across all channels
How I Selected the Best A/B Testing Tools
Maybe you're wondering how I selected the best A/B testing tools? To build this top 10 list, I evaluated and compared a wide range of split testing software with positive user ratings.
After determining my long list of suitable apps, I further honed my list by using the selection criteria below to see how each platform stacked up against the next one. I also drew on my years of online marketing experience to pinpoint the features that add a lot of value.
Selection Criteria
Here’s a short summary of the main selection and evaluation criteria I used to develop my list of the best A/B testing tools for this article:
Ease of Use
The A/B testing software you choose should be easy to use and navigate. You don't want to spend a lot of time trying to figure out how to set up and run tests. That’s why I selected software with a user-friendly interface with clear instructions.
Statistical Significance
The software should have a reliable statistical analysis engine to determine whether your results are statistically significant. Without statistical significance, you won't know whether your test results are reliable or not.
Customer Journay Map Focused
A/B testing can mean a lot of things across a lot of industries, but I specifically want tools that can be customized to play nicely with different examples of retail customer journey maps and CX considerations.
Multiple Test Types
I chose software that allows you to run different types of tests, such as A/B tests, multivariate tests, and split URL tests. This will give you more flexibility to test different aspects of your website or mobile app and confirm different types of hypotheses.
Reporting and Insights
The software should provide comprehensive reporting and insights into your test results. I selected software that offers easy-to-read reports, visualizations, and recommendations for how to improve your website based on your test results.
Software Integrations
Any good A/B testing tool will have integrations with popular marketing, beta test management software, and business software tools. These are essential to getting the best value from the data delivered by the split-testing tool.
Pricing
I expect any software application to offer multiple pricing plans to suit the needs of different users. Each tool should be affordable with respect to the volume of traffic being tested. I also recommend taking advantage of a free trial to get your hands on the software before you commit.
A/B Testing Tools: Frequently Asked Questions
Split testing is incredibly important but not always easy to get right. Here are the questions I most frequently receive on this topic:
What are A/B testing tools used for?
A/B testing tools are used to measure and compare the performance of different versions of a website, email campaign, mobile app, or advertisement. The goal is to identify the version that performs best in terms of achieving a specific objective, such as increasing sales, improving user engagement, or generating more leads. By using A/B testing solutions, businesses can make data-driven decisions and optimize their digital marketing strategies accordingly.
What is an A/B/n test?
An A/B/n test is a type of experiment where more than two variations of a website, email, or advertisement are tested against each other to identify the version that performs best. It allows businesses to compare multiple variations of a single element to find the best option, rather than just two. A/B/n testing can help marketers and ecommerce vendors fine-tune their digital marketing efforts by testing multiple variables and achieving better results.
What main features are included in A/B testing software?
A/B testing software typically offers the functionality to create and manage multiple tests simultaneously and the ability to define test variables and traffic allocation. Other features may include statistical analysis of test results, and comprehensive reporting and insights.
How does page flickering affect A/B testing?
Page flickering can significantly affect A/B testing results by creating a poor user experience that skews user behavior and impacts the test validity. Page flickering occurs when test variations take too long to load, causing the original version of the page to appear briefly before the test variation is displayed. This creates confusion for users, causing them to behave differently than they would on a fast-loading page.
When is Google Optimize shutting down and why?
Google Optimize 360 will no longer be available after 30 September, 2023. Experiments and personalizations can continue to run until that date. This move is part of Google’s larger effort to migrate its analytics and testing features to the new Google Marketing Platform, which offers more advanced and streamlined features for marketers.
Optimize for Success
If you found this article helpful, you may also like to check out other articles on similar topics. You can learn how to design connected digital experiences and the secrets of optimizing your customer journey touchpoints. I also recommend you read about the six clever ways to get customer feedback and sign up for our newsletter to stay up-to-date.
A/B testing tools are essential for marketers looking to optimize their website, email campaigns, and other digital marketing efforts. With a wide range of options available, businesses can choose the tool that best meets their needs and goals, whether they’re looking to test a single element or multiple variables. By using A/B testing tools, you can make data-driven decisions that improve your online presence, generate more leads, and increase conversions.