8 Popular A/B Testing Tools

Key takeaways

A/B testing tools are software applications that allow businesses to compare two variations of marketing assets, such as a webpage, a social media post, or an email, to determine which version performs better.

• A/B testing tools streamline marketing experimentation.

• You can optimize a business' performance by selecting an A/B tool that offers personalized targeting based on user behavior and demographics.

• The global market for these tools is projected to grow at a compound annual growth rate of 11.5 percent through 2032 [1].

Discover what A/B testing tools can do, and some of the more popular options available to explore. Afterward, build your digital marketing knowledge by enrolling in the Google Digital Marketing & E-Commerce Professional Certificate.

What are A/B testing tools?

A/B testing allows you to compare two variations of a marketing asset or touchpoint, such as a webpage or email, to see which one your audience responds to more. It's a crucial part of any marketing strategy, and therefore A/B testing tools are an important part of any marketing tool stack.

Whether you’re looking to enhance user experience, improve conversion rates, or boost customer satisfaction, a wide range of A/B testing tools are available to solve various business needs. In fact, the global A/B testing tools market will grow by 11.5 percent through 2032, signifying the rapid adoption of A/B testing by businesses worldwide [1].

AI is transforming A/B testing by offering intelligent, real-time optimization. Instead of waiting for statistically significant results from static tests, AI can automatically allocate traffic to higher-performing variations, personalize experiences for different audience segments, and generate new copy or design suggestions based on performance data. This shift enables faster decision-making, more precise targeting, and continuous optimization rather than one-off experiments.

What can A/B testing tools do?

A/B testing software can address a number of elements to drive greater efficiency in your marketing experimentation efforts. These include:

• Streamlining processes: A/B testing tools offer features such as drag-and-drop interfaces and automated reports, which facilitate the process of designing a test and interpreting the results, saving time and energy.

• Solving visitor pain points: A/B testing tools include built-in visitor behavior analysis features like heat maps and website surveys, which can help you understand what your visitors need and ultimately drive conversion rates.

• Reducing bounce rates: By testing several versions of your website or app, A/B testing tools can help you find the best-performing version that enhances your visitors’ overall experience, making them stay on your website longer. 

• Simplifying data analysis: A/B testing tools equipped with data analytics dashboards can visualize the experiment's results, thus helping you better understand your consumers’ behaviors.

• Maintaining SEO rankings: A/B testing tools often come with inbuilt SEO checkers that let you control which version of your webpage is visible to search engines, thus preserving your SEO ratings while you’re experimenting. 

8 popular A/B testing tools

The A/B testing software market has many advanced tools incorporating AI-driven insights, multivariate testing, and personalization capabilities. When choosing the right tool for your business, you should consider the features that are important to you. Some features to look out for could include:

Explore some of the popular A/B testing tools:

1. VWO

VWO offers a variety of tools you can use for mobile apps, landing pages, web pages, and server-side testing. The tool’s generative AI can provide optimization suggestions tailored to the entered URL. VWO’s A/B testing tool can provide comprehensive insights into user behavior by leveraging heat maps, funnels, and session recordings. You can also provide targeted experiences to specific visitor segments using the customer data collected by the tool.

2. Optimizely

Optimizely features a powerful AI assistant to help generate ideas, text variations, customer summaries, and more. The tool also allows omnichannel experimentation, allowing you to optimize content across websites, mobile apps, and landing pages. The tool’s intuitive interface allows for easy content structuring without coding expertise. 

3. Unbounce

Unbounce is suitable for A/B testing landing pages and offers several templates for quickly designing your page. It features a responsive interface that is easy for individuals from all fields. Unbounce’s AI model can maximize ROI by automatically sending visitors to the best version of a page based on audience segmentation.

4. Adobe Target

Adobe Target allows both client-side and server-side testing for mobile apps and websites. Its industry-leading AI offers one-click personalization and intelligent product recommendations to optimize customer experience. Part of the Adobe Experience Cloud allows easy integration of other relevant Adobe tools such as Adobe Analytics.

5. AB Tasty

AB Tasty features an extensive set of features, including multichannel testing and tailored product recommendations for mobile apps, web pages, and landing pages. Its AI tool can boost engagement by segmenting visitors based on their emotional state. AB Tasty’s tools offer advanced ROI analysis and personalization based on user behavior and location.

6. Google Analytics 4

Google Optimize's experimentation capabilities now live within Google Analytics 4 and Google’s broader ecosystem. Google’s experimentation tools integrate directly with analytics data, making it easy to test variations and measure impact without heavy engineering resources. It’s especially appealing for small to mid-sized businesses already using Google Analytics.

7. LaunchDarkly

LaunchDarkly is a feature management and experimentation platform geared toward product and engineering teams. It allows teams to run experiments through feature flags, gradually roll out changes, and test functionality at the code level. Unlike page-level A/B tools, LaunchDarkly supports backend, mobile, and infrastructure experimentation, which can make it ideal for more technical use cases.

8. Convert

Convert is a privacy-focused A/B testing platform designed for teams prioritizing GDPR compliance and data ownership. It offers advanced targeting, server-side testing, and integrations with analytics platforms. It’s often positioned as a strong alternative to Optimizely and VWO, especially for companies concerned with privacy regulations.

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