Vijay Singh Khatri | 10 Aug, 2023

10 Best A/B Testing Tools that You Should Try in 2024

When you create a website for your business or other purpose and decide to launch it, the most significant question you get in your mind is how to gain more visitors. The number of visitors to your website brings many opportunities for your business to grow and develop.

A conversion funnel is a popular term used in the e-commerce industry. A conversion funnel explains a customer’s journey from searching for a particular service or product or directing to a website through internet advertising, navigating the eCommerce website, and finally converting into a sale. The conversion funnel is a vital parameter that decides whether a website gains good traffic and converts visitors into customers.

Every website has its own specific goal, whether it's driving sales or evaluating the best seo tools. Another principal term in the marketing industry is conversion rate. It is the rate of visitors performing your website’s desired goal out of the total visitors. In other words, it is the rate of visitors to your website converting into customers out of total visitors.

When your website gains a higher conversion rate, it indicates that you offer services or products that people want, and they get your products or services easily on the internet. You can acquire a sky-high conversion rate when your website’s conversion funnel is fully optimized. A/B testing is the most excellent approach to optimize the website’s conversion funnel.

What is A/B Testing?

Also referred to as split testing, A/B testing refers to a type of testing that displays two different versions of a single web page to various divisions of visitors at one time and comparing both versions to determine which one drives more conversions. Let us observe one example to understand deeply what A/B testing is.

Consider that you have created two different designs for your landing page and need to finalize one out of the two. How to choose the best one? A/B testing will help you out in selecting the best design for your landing page.

Provide the first design to one group of people and the second design to another group. Later, you must observe how both landing pages work in clicks, traffic, and conversions. Pick the one that performs better. In addition, check why one is performing better than the other to help you in the future with other websites.

Benefits of A/B Testing

A/B testing offers various benefits. It allows people to make data-driven decisions and ensures that changes made have positive impacts. Below are some advantages of adopting A/B testing.

  • Improved User Engagement

A/B testing is performed on different emails, web pages, advertisements, or application components. These components include imagery, subject line or headline, call-to-action forms, fonts, layouts, language, and colors.

However, testing one element at a time will give you an idea about which change has affected users’ behavior. Therefore, if you update the changes that end up in positive behavior of users, A/B testing will surely improve user engagement.

  • Reduced Bounce Rates

It is incredibly disheartening if visitors to your website bounce out within a few minutes without viewing your content. You feel very demoralized, as you invest most of your time and maximum efforts in creating the website. One of the most exceptional methods to reduce such bounce rates is A/B testing.

Performing A/B testing on different website components like fonts, headlines, layout, etc., determines the combination of components that encourages users to stay on the website and read the content. It ultimately converts visitors into customers.

  • Increased Conversion Rates

One of the most convenient and straightforward approaches to create content that may result in a sale is A/B testing. When creating two versions of one campaign, it is easy to determine which one works well and which does not via A/B testing. Therefore, A/B testing, when done correctly, will help you in generating more leads.

  • Everything is Testable

One of the most convenient benefits of A/B testing is that all elements or an app page are testable. Text, images, and forms are some common elements for A/B testing. Form length, headline style, CTA button colors, and other components are responsible for higher user engagement and conversion rates.

Therefore, A/B testing every small element will help you determine what elements appeal to visitors and lead to a sale.

  • Reduced Risks

You can inspect the behavior of customers and visitors to your website before making significant modifications using A/B testing. Therefore, there are excellent chances of turning these modifications into success.

In other words, A/B testing helps you determine what elements appeal to visitors and avoid unnecessary and unwanted changes to your website that may result in risks. Therefore, A/B testing allows you to concentrate on your resources and helps in boosting your website’s ROI.

  • Higher Values

Earlier, we have seen that A/B testing helps to convert more visitors to your website into customers. Another most significant advantage of A/B testing is it allows you to attain higher values or prices for your products and services.

It would help if you did not stop here once you find the most suitable design for your website that increases conversions for lower-end products or services. Instead, you must find another refined version of your website that has more conversions for higher-end items.

  • Easy to Analyse

Performing A/B testing and analyzing its result is an incredibly straightforward thing. The analysis of A/B testing is based on factual and real results. You have to decide a winner or loser between two different versions based on metrics, like conversions, time spent on a page, etc.

10 Best A/B Testing Software Tools

Below are the 10 Best A/B testing tools that help anyone wishing to optimize their websites’ design to increase leads.

1. A/B Smartly

A/B Smartly knowledge-based & engineering-centric experimentation platform allowing multiple teams to run and execute hundreds of simultaneous experiments. The tool provides transparency to all stakeholders, complete visibility about possible interactions.

A/B Smartly envisions democratizing experimentation across organizations. It helps its users understand "why" A/B tests make it very easy to measure the impact of your change but not to understand why the visitor is demonstrating specific behavior or why a test works or does not work.

The tools offer real-time reports; the easy-to-use dashboard allows teams to be agile & keep track of more experiments; you are alerted if something breaks to act fast. A/B Smartly automatically warns you about generic & custom guardrails & debugging metrics.

Pricing: That will depend on a few factors, including whether you require custom integrations or advanced support. Contact them.

2. Adobe Target

One of the widely used software tools for performing A/B testing is Adobe target. Adobe Target is a customized software tool, enabling users to find their best content through easy to execute tests.

In addition, Adobe Target includes AI-powered testing and automation at scale.

One of the most admired characteristics of Adobe Target is that it can execute tests anytime and anywhere. Business owners can connect to their brands with Adobe Target everywhere. Adobe Target supports A/B testing images, UI, copy, etc., of your website. In addition, it allows users to test multiple versions of your website simultaneously and analyze the result more quickly.

Along with A/B testing, Adobe Target also supports multivariate and multi-armed bandit testing. In addition, you can carry out website optimization and find the best combination of layouts to gain more customers to your website.

Adobe Target also supports single-page app optimization, server-side optimization, email optimization, and mobile optimization. Additionally, Adobe Target provides a platform for performing geotargeting. This platform is designed for cross-channel testing, content delivery, cross-selling improvement, etc.


Contact the vendor for pricing details.

3. Optimizely

Optimizely is one of the best and industry-recognized optimization platforms that provide tools for A/B testing, server-side testing, and multivariate testing. In addition, it supports digital commerce, website personalization, and web content management. This platform helps to make data-driven decisions to unlock your website’s or company’s digital strength.

The tool is best suited for freelancers and businesses of all sizes. More than 90,000 brands have adopted Optimizely to optimize their software, apps, products, or websites and generate more leads. This platform offers five different products - Digital Experience Platform, Full Stack, Optimization-as-a-Service, Rollouts, and Web Experimentation.

Digital Experience Platform enables you to optimize your website and offer your customers a best-in-class experience whenever they visit your website. Optimization-as-a-Service is an all-in-one solution for testing, targeting, and recommendations.

The Full-Stack product of Optimizely supports robust feature flags and A/B testing. It allows users to work with any programming language and involves SDKs for all significant platforms. Web Experimentation is one of the fastest platforms offered by Optimizely, enabling you to optimize every customer experience.

Finally, Rollouts is an open-source service offered by Optimizely that enables you to release your website hassle-free and confidently.


Optimizely offers two different pricing plans - Full Stack and Web. To know about the pricing plans, contact the sales.

4. Visual Website Optimizer (VWO)

One of the most preferred and enterprise-level A/B testing tools is Visual Website Optimizer (VWO). Hundreds and thousands of brands worldwide use Visual Website Optimizer (VWO) as an experimentation platform to carry out A/B tests on products, websites, or applications.

This A/B testing software tool enables you to A/B test anything. You can A/B test any metric of your product, website, or app rollout and determine how it affects visitors. In addition, Visual Website Optimizer (VWO) supports Split URLs and multivariate testing.

One of the major advantages of using VWO is that it allows users to create and run tests without involving IT and coding knowledge. The point-and-click visual editor of VWO enables you to edit any component on the website, like text, background, images, etc. In addition, you can insert other fundamental or advanced widgets and elements.

VWO offers products other than testing, such as VWO Insights, VWO Full Stack, VWO Deploy, VWO Plan, and VWO Engage.


All the products offered by Visual Website Optimizer (VWO) have three different pricing plans - Growth, Pro, and Enterprise. To know the price of each plan, you have to request the pricing by filling in your details.

5. Oracle Maxymiser

Oracle Maxymiser is a testing and optimization software tool. It offers different services, like website testing, in-session personalization, real-time behavioral targeting, and product recommendations for mobile apps and websites. In addition, it helps to boost your website’s speed to improve the customer experience by offering in-session personalization of B2B marketing campaigns.

Oracle Maxymiser is ideal for all to use for all sizes of businesses. With Maximymiser’s testing and targeting features, you can decide the combination of your website’s elements that engage visitors the most. In addition, you can quickly find what elements work and what can result in higher conversion rates with A/B testing.

Maxymiser has a robust stat engine that helps you to make accurate decisions. In addition, you can create unified campaigns across all marketing channels to drive more conversions.

Maxymiser has a visual editor where technical and non-technical users can collaborate. It makes it more straightforward for you to perform any testing, whether A/B testing or multi-page funnel testing. In addition, Oracle’s Heatmaps are powered by Infinity Behavioral Intelligence. They allow users to find more testing opportunities to acquire more insights into customers’ digital experiences.


To get detailed pricing, contact the sales.

6. AB Tasty

AB Tasty is one of the most commonly used software tools for optimizing websites, software, products, or apps. More than 900 famous brands, like Disney, L’OREAL, Ashley, Calvin Klien, etc., across the globe use AB Tasty to change and transform product and brand experiences.

AB Tasty helps you increase your brand assets, like increasing conversions, revenue, form filled, CTR, etc. In addition, it uses engagement-based segmentation and psychographic AI to offer features, custom messages, and functionalities to the desired audiences.

AB Tasty supports A/B/n testing, multivariate testing, split URL testing, and predictive testing. It involves a code editor and WYSIWYG editor, and also it supports unlimited variations of a single web page or a website. Moreover, AB Tasty involves traffic allocation powered by AI that automatically sends a winning variation of your website to visitors.


Fill in the details, like the number of users and the type of industry, to know the pricing details of AB Tasty.

7. Usability Hub

Usability Hub is a remote and end-to-end user testing platform that involves a set of testing tools required to prevent wasted time, user frustration and uncover design issues. It is a comprehensive platform used by the world’s top companies, like Google, GoDaddy, Amazon, TaskRabbit, Airtable, etc.

Usability Hub is ideal for all types of businesses. The Five-Second Tests feature allows users to test intelligibility using an image for just five seconds. In addition, the Preference Tests feature compares up to six different options. You can also get feedback on your images, audio files, and video files.


There are four different pricing editions of Usability Hub - Free, Basic, Pro, and Enterprise. The Free plan enables you to test up to two minutes long. The Basic plan is available at $79 per month and the Pro at $199 per month if billed monthly. The Enterprise plan is specially designed for bigger teams.

8. Omniconvert

Omniconvert is an ideal platform for conversion rate optimization (CRO). Moreover, this tool is also used for A/B testing a web page, app, product—ideal for eCommerce organizations aiming to become more customer-focused. Omniconvert, a CRO tool, has a built-in editor to generate A/B tests.

Omniconvert supports A/B testing website’s design, text, call-to-action, etc., and allows you to adopt the one that works the best. In addition, you get a CSS & JS editor to create and modify your website’s elements. Finally, the CDN cache Bypass feature lets you Five-Second test the implemented ideas within seconds with a browser extension.

Additionally, the advanced segmentation feature of Omniconvert allows you to know about your website’s visitors in detail. You can get more than 40 different parameters to build meaningful insights about your visitors. Finally, Omniconvert has carried out around 43,823 experiments since its foundation.


Omniconvert offers two different plans - Platform and Enterprise. The Platform package is ideal for businesses that desire to develop and grow with the CRO tool. It is available at $167 per month if paid annually. The Enterprise package is fully featured and is suitable for more determined companies whose top priority is to see higher conversions.

9. HubSpot

HubSpot is an all-in-one tool for marketing requirements, a unified platform including hubs for sales, customer service, CMS, and operations. More than 113,000 customers use HubSpot across 120 countries. Many popular brands use HubSpot to boosts sales like SOUNDCLOUD, WWF, SUZUKI, VMware, etc. This platform is best for small-scale to large-scale industries.

The Marketing Hub helps run effective marketing campaigns, boost traffic to your website, and convert visitors into customers. Features of this hub include analytics, marketing automation, and lead generation.

The Content Management Software (CMS) Hub enables you to optimize your website, offer visitors, etc. Many popular brands use Hubspot to boost their sales like a personalized and fascinating experience. Its features include a drag-and-drop editor, website themes, and SEO recommendations.

Both the above hubs support A/B testing. The A/B testing feature of HubSpot supports testing two different versions of the same website at the same URL. Therefore, half of the visitors get to view one version, and the other half get to view the other half. Finally, the best version is finalized.


HubSpot’s Marketing and CMS Hubs offer A/B testing. The Marketing Hub involves three different packages - Starter, Professional, and Enterprise. The Starter Package is available at $45 per month, Professional at $800 per month, and Enterprise at $3,200 per month if billed annually. The Starter plan does not support A/B testing.

The CMS Hub is categorized into two pricing plans - Professional and Enterprise. The Professional plan requires $270 per month, and Enterprise requires $900 per month if billed yearly.

10. Zoho PageSense

A one-stop solution for conversion optimization, personalization, and A/B testing is Zoho PageSense. This platform helps you understand your visitors’ online behavior, quantifies crucial website metrics, and offers a best-in-class website experience to visitors so that they can turn into customers. Zoho PageSense is suitable to use for all businesses, from small to large-scale.

To track your website’s crucial metrics with PageSense, add goals, regulate all clicks on CTAs, and create different elements. In addition, develop a conversion funnel to verify which pages of your website lead to dropoff. Finally, heatmaps of PageSense enable you to know which website’s pages appeal to visitors.

ZohoPageSense supports A/B testing different images, colors, page layouts, elements of your website, texts, etc. In addition, it offers other tools, like funnel analysis, session recording, and form analytics. It also provides a study segmentation feature to filter reports to analyze visitors’ behavior.


You can opt for any one of the three pricing plans of Zoho PageSense - Standard, Professional, and Enterprise. The Standard plan is available at $17 per month, Professional at $79 per month, and Enterprise at $419 per month, if billed annually. Moreover, you can use this platform for free for the first 30 days with three projects and 5000 visitors.


A/B testing any website is essential to know which combination of elements attracts visitors and converts them into customers. In addition, it offers many other benefits, as mentioned above. Therefore, if you are looking for the best A/B testing tool, this article will surely help you find out.

We have mentioned some handpicked popular 10 A/B testing tools. All the above tools mentioned offer many other features, along with A/B testing. Each A/B testing tool is excellent in its own right. However, it entirely depends on you to choose the appropriate one to satisfy your website’s requirements.

Most of the above A/B testing tools are subscription-based. Only one or two tools offer a free version, and some offer a free trial period. Some of these tools are ideal for large-scale businesses, whereas some are suitable for all types of companies. Make sure to select one tool that offers all essential features at a fair price.

People are also reading:

By Vijay Singh Khatri

With 5+ years of experience across various tech stacks such as C, C++, PHP, Python, SQL, Angular, and AWS, Vijay has a bachelor's degree in computer science and a specialty in SEO and helps a lot of ed-tech giants with their organic marketing. Also, he persists in gaining knowledge of content marketing and SEO tools. He has worked with various analytics tools for over eight years.

View all post by the author

Subscribe to our Newsletter for Articles, News, & Jobs.

I accept the Terms and Conditions.

Disclosure: is supported by its audience. When you purchase through links on our site, we may earn an affiliate commission.

In this article

Learn More

Please login to leave comments