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

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.