The Best A/B Testing Tools of 2024

Last Updated: January 5, 2024

In This Article

A/B testing is an invaluable process for improving website conversion rates and user experience. But running successful A/B tests requires a robust, fully-featured A/B testing tool. This guide will explain what A/B testing is, why you need it and provide an in-depth look at 10 of the very best A/B testing tools available today.

What is A/B Testing?

A/B testing is a method of comparing two or more versions of a web page, email, app screen or other digital assets to determine which performs better. It involves showing different variants to a segment of visitors and analyzing the results.

The conversion rates, engagement metrics, or other results are tracked for each version. Using statistical analysis, a winning variant can be identified if there is a significant difference. A/B testing helps businesses optimize their online experience.

Benefits of A/B Testing Tools

A/B testing tools help increase conversions, lower bounce rates, enhance user experience, support decision-making and enable continual website optimization. The right A/B testing tool makes it easy to realize these benefits through key capabilities:

Increase Conversions – A/B testing can help boost conversion rates for on-site actions like signups, purchases, registrations, and more. Even small gains of 1-2% can mean substantial revenue increases.

Lower Bounce Rates – Testing changes to your pages can help reduce bounce rates and retain more visitors.

Enhance User Experience – You can discover improvements to site content, navigation, layouts, and other elements that create a better user experience.

Support Decision Making – A/B testing provides data and insights to support important changes rather than relying on guesswork.

Continual Optimization – Websites take ongoing testing and refinement to reach their full potential. A/B testing facilitates this.

Visual editor – Easily make changes to elements like copy, headlines, images, buttons and layouts.

Testing workflows – Tools guide you through setting up and implementing A/B tests successfully. 

Advanced targeting – Target user segments and test scenarios like new vs returning visitors.

Statistical analysis – Robust statistics validate the winning variation with a high degree of confidence.

Analytics integration – Send test data to your analytics platform for further insights.

Optimization recommendations – Some tools provide suggestions on areas that could be improved.

Next we will look at 10 of the top A/B testing tools available and their key features.

Top 10 A/B Testing Tools for 2024

1. Google Optimize

Google Optimize is a powerful A/B testing tool developed by Google. It supports various types of testing, including A/B testing, A/B/n testing, multivariate testing and split testing. It also offers additional types of experiments, such as redirect tests and server-side experiments. 

Google Optimize is a user-friendly A/B testing tool developed by Google, offering various types of testing and seamless integration with Google Analytics. It’s particularly beneficial for small to medium-sized businesses. It offers a user-friendly interface and seamless integration with Google Analytics, which sets it apart from other A/B testing tools. 

The tool also integrates well with other Google services and various eCommerce platforms. It provides advanced features including custom visitor segmentation and a dedicated Google Optimize integration center. 

One of the key advantages of Google Optimize is its cost-effectiveness. It is one of the few A/B testing tools available for free allowing you to run up to five tests at a time without any cost. 

However, it is important to note that Google Optimize does have some limitations, especially for the free version. Despite these limitations, Google Optimize remains a popular choice for many businesses due to its robust features and integration capabilities.

2. Optimizely 

Optimizely is known for its advanced testing capabilities, predictive analytics, dynamic personalization and AI-driven optimization features, making it suitable for larger enterprises.

It allows you to create variations for several page elements and compare which variation performs best. 

The tool also offers advanced targeting and segmentation capabilities, allowing you to define which users are eligible for the experiment and how to split traffic between the variations. 

Optimizely also supports mobile app A/B testing, allowing you to test different experiences within mobile apps. Optimizely is simple to install with open-source SDKs for Swift, Objective-C and Java, making it a versatile tool for running tests on Android and iPhone apps. 

Despite its advanced features, Optimizely is user-friendly and designed to deliver reliable data quickly, making it a popular choice for businesses of all sizes.

3. VWO

VWO is a comprehensive testing tool that offers a full suite of testing options including A/B, multivariate and split URL testing. It allows you to test multiple variations of your website hosted on different URLs, making it ideal for testing major changes like redesigns. 

VWO also provides heatmaps which are visual representations of how users interact with your website. VWO also supports cross-platform tracking, enabling you to view heatmaps for visitors using a desktop, mobile or tablet. You can analyze these insights effectively using A/B Testing Tools.

In addition to these features, VWO offers advanced targeting capabilities, allowing you to define which users are eligible for the experiment and how to split traffic between the variations using A/B Testing Tools.

Moreover, VWO integrates with a host of third-party applications including Google Analytics, Kissmetrics, Demandware, Magento and others. 

4. Convert

Convert is a robust tool specializing in conversion rate optimization. It offers A/B, split and multivariate testing, allowing businesses to evaluate different versions of their website or features to optimize performance. 

Convert’s advanced targeting and personalization features enable businesses to tailor experiences to specific user segments. It also provides real-time, accurate reporting for quick decision-making. 

Convert’s platform is known for its speed, improving test velocity and ultimately driving a higher return on investment. It’s also GDPR compliant, ensuring privacy while conducting tests. Convert’s offerings are designed to support fast-growing teams, making it a reliable and affordable solution for businesses.

5. AB Tasty

AB Tasty is a comprehensive A/B testing tool that offers a wide range of features for web and mobile testing. It supports A/B testing, multivariate testing and split URL testing, allowing businesses to optimize their digital experiences. 

AB Tasty also provides advanced targeting and personalization features, enabling businesses to tailor experiences to specific user segments. 

In addition to these, AB Tasty offers UX analytics and A/B Testing Tools for experiment management features, providing businesses with valuable insights into user behavior and the performance of their tests. AB Tasty integrates with a host of third-party applications, making it a versatile tool for businesses of all sizes. 

6. Unbounce

Unbounce is a specialized tool focusing on creating, optimizing and A/B testing high-converting landing pages. It features a user-friendly drag-and-drop interface, making it easy to build and customize landing pages. 

Unbounce’s unique tools, such as Smart Traffic and Smart Copy, leverage AI to drive more conversions. It also offers features like pop-ups and sticky bars for lead generation. 

Unbounce integrates seamlessly with popular CRM, email software, and analytics platforms, enhancing its utility. It also provides real-time conversion analytics, enabling marketers to measure campaign success easily. Unbounce’s offerings are designed to support fast-growing teams, making it a reliable and affordable solution for businesses.

7. Omniconvert

Omniconvert is a comprehensive tool designed for conversion rate optimization, particularly for ecommerce stores, lead generation, and SaaS businesses. It offers user-friendly A/B and split testing capabilities, allowing businesses to evaluate different versions of their website or features to optimize performance. 

Omniconvert supports testing on any device, providing flexibility in reaching different user segments. It also offers advanced segmentation and personalization features, enabling businesses to tailor experiences to specific user segments. 

Omniconvert integrates with popular platforms like Google Analytics, Shopify, and Magento, enhancing its utility. Despite its advanced features, Omniconvert is affordable and user-friendly, making it a popular choice for businesses of all sizes.

8. Freshmarketer

Freshmarketer is an all-in-one conversion rate optimization (CRO) tool that combines various features like A/B testing tools, heatmaps, surveys and session replays in one platform. It offers a comprehensive suite of A/B testing tools for analyzing user interactions and optimizing website performance.

Freshmarketer’s advanced visualization tools provide in-depth user behavior analysis. It also integrates with popular analytics and marketing tools, enhancing its utility. 

Despite its advanced features, Freshmarketer is user-friendly and designed for data-driven decision-making and optimization. It’s a versatile tool suitable for businesses of all sizes looking to optimize their website’s performance and make data-driven decisions.

9. Kameleoon

Kameleoon is a robust platform that offers AI-driven personalization and A/B testing to create tailored user experiences. It enables businesses to run complex experiments, including multivariate testing and personalization across multiple pages. 

Kameleoon’s AI monitors visitors’ purchase intent in real-time and tailors messaging, content, and offers to each individual, increasing sales and profitability. It also features a smart graphic editor, making it easy to design A/B tests and multivariate tests. 

Kameleoon is suitable for all team types and is particularly beneficial for businesses seeking to optimize their customer experience and track the results using AI.

10. Adobe Target

Adobe Target is an enterprise-level optimization platform that provides A/B Testing Tools, AI-powered personalization and robust analytics. It allows businesses to test multiple variations of webpages, emails, and other digital experiences, and uses AI to deliver personalized content based on real-time data. 

Adobe Target’s features include rules-based personalization, automated offers, and product recommendations. It integrates with Adobe Analytics for comprehensive data analysis. The platform is designed for ease of use, enabling marketers and developers of all skill levels to design and run tests. 

11. Crazy Egg

Crazy Egg is a conversion rate optimization (CRO) tool that specializes in providing visual data through heatmaps, scrollmaps and A/B Testing Tools to uncover visitor insights. It allows businesses to understand user behavior on their websites, helping them optimize for better engagement and conversions.

Crazy Egg’s features include session recordings, snapshots of different report versions, and detailed form analytics. It’s particularly useful for testing new ideas and observing how users interact with different elements of a webpage.

12. HubSpot

HubSpot offers a free A/B testing tool that allows users to test variations of landing pages and emails. This tool integrates directly with HubSpot’s CRM, marketing, and analytics platforms, providing a seamless user experience. It enables businesses to make data-driven decisions by comparing the performance of different versions of a page or email. 

HubSpot’s A/B testing tool is user-friendly and designed for marketers and developers of all skill levels. It’s a valuable tool for optimizing user engagement and increasing conversion rates.

Key Criteria for Selecting an A/B Testing Tool

Selecting the right A/B testing tool depends on your budget, testing needs, analytics platform, testing expertise and business sector. It’s crucial to choose a tool that aligns with your specific requirements.

Your Budget

Some tools offer free versions with limited capabilities while paid plans give access to more advanced features. Choose the pricing level that fits your budget but offers robust core features.

Your Testing Needs

Evaluate the types of tests you want to run – basic A/B tests, multivariate, behavioral, etc. Choose a tool that supports your required testing methodology. 

Your Analytics Platform

If using Google Analytics, Optimizely, etc. selecting a tool that integrates with your analytics will provide more powerful insights.

Your Level of Testing Expertise

Some tools are designed for analytics experts while others are more beginner-friendly. Choose an interface suitable to your team’s testing skills.

Your Business Sector

In Our Top Ecommerce SEO Tips, we emphasize the importance of finding the right SEO tools for your business model. Certain tools cater to ecommerce, SaaS, lead gen sites specifically. Find one tailored to your business model.

Carefully assessing your specific needs and business goals will ensure you choose the right A/B testing platform to maximize results.

Getting Started with A/B Testing

Once you’ve selected the right software, here are some tips for getting started:

  • Start with basic A/B tests on high-traffic pages to familiarize yourself with the tool.
  • Focus on elements “above the fold” like headlines, calls to action, hero images.
  • Limit testing to one or two elements at a time. Don’t completely redesign pages.
  • Be patient – tests often need to run for weeks or more to produce statistically significant results.
  • Let data guide you – don’t be biased towards one variation over another until the test concludes. 

Leverage your chosen A/B testing tools to continually experiment, analyze results and optimize your site over time.


After reviewing the top A/B testing tools available, it’s clear there are excellent solutions to fit nearly any business’s optimization needs and budget. While Google Optimize provides free access to robust core testing capabilities, premium tools like Optimizely and AB Tasty offer more advanced AI-powered experimentation for enterprises. Solutions like Unbounce and Convert cater to honing high-converting landing pages and user flows. 

The key is identifying the right A/B Testing Tools platform aligned with your current and future testing methodology, resources, and analytics integration needs. Proper A/B testing tool implementation empowers teams to continually experiment, learn from data, and refine experiences. Users ultimately benefit from the improved conversion rates, engagement, and personalization this enables. 

Don’t leave your site’s success to guesswork – leverage one of these stellar A/B Testing Tools to confidently enhance performance through optimization. The capabilities to significantly boost conversions and UX are available; it just takes selecting and leveraging the best A/B testing partner for your organization and strategy.