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20 Best A/B Testing Tools for Data-Driven Experiments In 2023

Best A/B Testing Tools Shortlist

Here are the top 10 A/B testing tools I’d like to highlight out of the 20 I cover in this article:

  1. 1. Kameleoon — Best A/B testing tool for flicker-free experiments
  2. 2. AB Tasty — Best A/B testing tool for a Bayesian statistics engine
  3. 3. VWO — Best A/B testing tool for aggregation experiment metrics
  4. 4. Optimizely — Best A/B testing tool for front-end A/B and multi-page experimentation
  5. 5. Statsig — Best A/B testing tool for better product observability
  6. 6. Freshmarketer — Best A/B testing tool for session replays
  7. 7. Zoho PageSense — Best A/B testing tool for an intuitive visual editor
  8. 8. LaunchDarkly — Best A/B testing tool for intuitive experiments
  9. 9. Yieldify — Best A/B testing tool for AI-powered predictions
  10. 10. Click Funnels — Best A/B testing tool for experiments built into a CRM

With the help of the best A/B testing tools, you can optimize your online campaigns to maximize your return on investment. Fortunately, there are now many different software applications to help you in this endeavor. 

But with so many to choose from, how do you pick the tool that’s right for you? It’s a real head scratcher. And that’s exactly why I’ve written this helpful guide. I’ve done all the detailed research, so you don’t have to.

I conducted a thorough investigation of the split testing software currently available. I shortlisted the top tools, then evaluated their strengths, weaknesses, and capabilities. So if you’re in the market for an A/B testing app, this article will help you select the perfect option for your needs. 

If you have general questions about how A/B testing tools work, or how to pick the best option for your organization, take a look at my Frequently Asked Questions section below. Or, if you’re curious how I developed this list, see How I Selected the Best A/B Testing Tools below.

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Overviews of the 20 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. 

1

Kameleoon

Best A/B testing tool for flicker-free experiments

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.

This is an aggregated rating for this tool including ratings from Crozdesk users and ratings from other sites.
4.7 29

Free demo available

Pricing upon request

Pros

  • Extensive feature set
  • Easy implementation
  • Excellent graphical editor

Cons

  • Prioritizing projects can be difficult
  • Some technical knowledge required
2

AB Tasty

Best A/B testing tool for a Bayesian statistics engine

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.

This is an aggregated rating for this tool including ratings from Crozdesk users and ratings from other sites.
4.5 77

Free demo available

Pricing upon request

Pros

  • Easy to use widgets
  • Plugins extend the feature set
  • Infinitely flexible

Cons

  • Advanced tests require coding
  • Experiments affect loading times
3

VWO

Best A/B testing tool for aggregation experiment metrics

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.

This is an aggregated rating for this tool including ratings from Crozdesk users and ratings from other sites.
4.3 550

30-day free trial + free plan available

From $173/month (billed annually)

Pros

  • Powerful analytics and reporting
  • Excellent behavior insights
  • Form analytics

Cons

  • The user interface is not intuitive
  • Setup requires resources and investment
4

Optimizely

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.

This is an aggregated rating for this tool including ratings from Crozdesk users and ratings from other sites.
4.2 343

Free demo available

Pricing upon request

Pros

  • Powerful audience targeting
  • Integrations with existing workflows
  • Extensive online documentation

Cons

  • Pricing plans are confusing
  • Can be expensive for SMBs
5

Statsig

Best A/B testing tool for better product observability

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.

Free plan available

Pricing upon request

Pros

  • Integrates into existing workflows
  • Custom user targeting
  • Advanced analytics

Cons

  • Requires tech expertise
  • Performance issues with complex experiments
6

Freshmarketer

Best A/B testing tool for session replays

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.

21-day free trial available

Plans start at $19/user/month

Pros

  • No coding required
  • Conversion funnel analysis
  • Advanced audience targeting

Cons

  • Limited customization options
  • Lacks advanced features
7

Zoho PageSense

Best A/B testing tool for an intuitive visual editor

Zoho PageSense allows you to A/B test web page variations to compare conversion rates and achieve improvements through optimization.

Why I picked Zoho PageSense: This tool is ideal for editing mobile, desktop, and tablet versions of your web page from one window, using the built-in, intuitive visual editor. No coding skills are required as you can quickly create web page variations using the drag and drop editor. 

As well as tracking clicks, engagements, page views and events, you can also monitor your website revenue. Just set a revenue goal to compare each variation and find out where you make the most money. 

Zoho PageSense also gives you the option to experiment with the audience size in each test. You can target a specific visitor segment using pre-set configurations, or create ones of your own. 

Zoho PageSense Standout Features and Integrations

Features include pre-set audience segmentation, a data dashboard, detailed statistics, report segmentation, and variation specific heatmaps.

Integrations include Google Ads, Google Analytics, Google Tag Manager, Intercom, Kissmetrics, Mixpanel, Zoho Commerce, Zoho Forms, Zoho SalesIQ, and Zoho Sites.

15-day free trial

From $20/month

Pros

  • Activity dashboard
  • Customizable reports
  • Team collaboration features

Cons

  • Hard to verify websites
  • Not user friendly
8

LaunchDarkly

Best A/B testing tool for intuitive experiments

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.

14-day free trial

From $10/user/month

Pros

  • Excellent documentation
  • Toggle of feature flags
  • API calls

Cons

  • Occasional errors
  • Role assignments need to be more granular
9

Yieldify

Best A/B testing tool for AI-powered predictions

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.

Free demo available

Pricing upon request

Pros

  • Excellent reporting features
  • Precise targeting
  • Advanced segmentation

Cons

  • Occasional campaign glitches
  • Integrating with email can be tricky
10

Click Funnels

Best A/B testing tool for experiments built into a CRM

ClickFunnels is a comprehensive digital marketing system and CRM that includes advanced A/B testing features. You can split-test multiple variations of your pages, offers, and messages to get the most from your marketing campaigns. 

Why I picked ClickFunnels: Using ClickFunnels, you can test multiple variations in real time. You can test a single page, a complete funnel, or an entire workflow. For landing pages, you have the option to run experiments on headlines, messaging, and page layout.

ClickFunnels also allows you to test your emails against each other to find winners and optimize your follow-up campaigns. You can test subject lines, CTA options, messages, links, and email designs to maximize click-through rates.

ClickFunnels Standout Features and Integrations

Features include A/B testing, multivariate testing, email experiments, funnel testing, analytics, workflows, call-to-action testing, and price testing.

Integrations include ActiveCampaign, HubSpot, Keap, Mailshake, PayPal, Recurly, SendLane, Stripe, and WebinarJam.

14-day free trial

From $147/user/month

Pros

  • Integrated into the ClickFunnels CRM
  • Easy to set up
  • Modern design

Cons

  • Limited testing features
  • Pages may load slowly

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 Free Option Price
1
Kameleoon

Best A/B testing tool for flicker-free experiments

Free demo available

Pricing upon request Visit Website
2
AB Tasty

Best A/B testing tool for a Bayesian statistics engine

Free demo available

Pricing upon request Visit Website
3
VWO

Best A/B testing tool for aggregation experiment metrics

30-day free trial + free plan available

From $173/month (billed annually) Visit Website
4
Optimizely

Best A/B testing tool for front-end A/B and multi-page experimentation

Free demo available

Pricing upon request Visit Website
5
Statsig

Best A/B testing tool for better product observability

Free plan available

Pricing upon request Visit Website
6
Freshmarketer

Best A/B testing tool for session replays

21-day free trial available

Plans start at $19/user/month Visit Website
7
Zoho PageSense

Best A/B testing tool for an intuitive visual editor

15-day free trial

From $20/month Visit Website
8
LaunchDarkly

Best A/B testing tool for intuitive experiments

14-day free trial

From $10/user/month Visit Website
9
Yieldify

Best A/B testing tool for AI-powered predictions

Free demo available

Pricing upon request Visit Website
10
Click Funnels

Best A/B testing tool for experiments built into a CRM

14-day free trial

From $147/user/month Visit Website

Other Options

Here are a few more solid options that didn’t make the best A/B testing tools list:

  1. Intellimize

    Best A/B testing tool for programmatic conversion rate optimization

  2. A/B Smartly

    Best A/B testing tool for knowledge-based experiments

  3. Omniconvert

    Best A/B testing tool for a powerful segmentation engine

  4. Crazy Egg

    Best A/B testing tool for rapid setup

  5. Instapage

    Best A/B testing tool for split-testing with heatmaps

  6. Convertize

    Best A/B testing tool for an intuitive, visual page-editor

  7. Adobe Target

    Best A/B testing tool for everything from web to IoT

  8. Convert

    Best A/B testing tool for fast, stable testing

  9. Apptimize

    Best A/B testing tool for optimizing customer journeys across all channels

  10. Oracle Maxymiser

    Best A/B testing tool for in-session personalization

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.

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:

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.

By Hannah Clark

Hannah Clark is the Editor of The CX Lead. After serving over 12 years working in front-line customer experience for major brands, Hannah pivoted to a career in digital publishing and media production. Having gained a holistic view of the challenges and intricacies of delivering exceptional experiences, Hannah aims to help CX practitioners 'level up' their skills by amplifying the voices of today's thought leaders in the space.

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