25 Top-Rated Powerful AB Testing Software to Explore

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Have you been eager to start A/B testing but found yourself stuck and frustrated? Do you feel overwhelmed when trying to figure out which software is the right choice for you?

Well, don’t worry! Your search for the perfect A/B testing software ends today. In the article below, we have compiled a list of the 10 best A/B testing software available on the market.

The list includes paid, free and open-source software with features such as data segmentation, visual editors, and automatic website optimization so that everyone can find one that fits their needs.

By going through my list of recommended products, you can easily select the best A/B testing tool for your project.

What is A/B testing?

A/B testing is an essential tool for any business looking to optimize its website or digital product. It allows you to compare two versions of a variable, such as a web page design, website element, traffic source, or content type, and determine which one produces the best results.

A/B testing tools enable you to conduct these tests quickly and efficiently so that you can improve your customer experience while also increasing your revenue.

Moreover, A/B testing is an invaluable tool for understanding how customers prefer to use your product. By running regular A/B tests on different elements of your websites, email marketing software, mobile apps, and even ad platforms, you can gain valuable insights into improving conversions and providing better digital experiences.

With the right A/B testing tools in place, businesses can make informed decisions about their digital products and services that will help them stay ahead of the competition.

What are the key components of an A/B testing tool?

The most important components of an A/B testing tool include split testing, multivariate testing, and multipage testing.

Split testing allows you to compare two versions of a page or feature side-by-side and measure the performance of each. Multivariate testing lets you test multiple variations of a page at once, while multipage testing enables you to test across multiple pages on your site.

Additionally, make sure that the tool integrates with other software you’re already using and has a robust support team in case something goes wrong.

With these key components in place, you can be sure that your A/B tests will yield accurate results and help you make informed decisions about how best to optimize your website or app.

Best A/B Testing Software Tools

A/B Smartly

AB Smartly software tools

A/B Smartly is an experimentation platform designed for sophisticated product and data science teams. It comes from the team that built Booking.com’s experimentation platform, including Booking’s former Head of experimentation, and has some big experimenters as advisors, such as Peep Laja and Georgi Georgiev.

This platform offers a level of training and support not seen in other A/B testing vendors, with access to experts with over 10 years of experience in experimentation programs available via Slack or video calls.

A/B Smartly is a powerful platform for debugging results due to its data deep-dive capabilities and segmentation and filtering options.

It works on apps, web, client-side, and server-side, with advanced features like sequential testing and multi-stage triggering being continuously rolled out. With this platform, teams can easily test hypotheses quickly while gaining valuable insights into their products’ performance.

Amplitude Experiment

Amplitude AB testing tool

Amplitude Experiment is a powerful A/B testing software tool that helps businesses optimize their customer experience and increase conversions. It allows users to test loyalty programs, design, navigation, forms, and call-to-actions (CTAs) to see how they affect user behavior.

With Amplitude Experiment, businesses can gain insight into user behavior as they move through the buying funnel. This allows them to identify any roadblocks that may be preventing conversions and take corrective action.

The platform also offers charting capabilities so users can visualize data in an easy-to-understand format. This makes it easier for businesses to analyze their data and make informed decisions about their customer experience.

Additionally, Amplitude Experiment provides detailed reports on the performance of each experiment so users can track progress over time and make adjustments as needed.

With its comprehensive features, Amplitude Experiment is an invaluable tool for businesses looking to optimize their customer experience and increase conversions.


Optimizely AB testing software

Optimizely is a powerful A/B testing tool that helps businesses optimize their websites and make data-driven decisions.

It provides a comprehensive suite of tools to help you get the most out of your website, including full-stack experimentation features to test new features and ideas on mobile apps and messaging platforms. With over 100 integrations, customers can easily import their data from major platforms with just one click.

One of the key features of Optimizely is geotargeting, which allows you to target specific geographic areas with your campaigns.

This feature makes it easy to reach the right audience in the right place at the right time. Additionally, Optimizely offers customer segmentation capabilities so you can create tailored experiences for different types of users based on their behavior or preferences.

With these features, businesses can ensure they are delivering the best possible experience for each user.

VWO (Visual Website Optimizer)

VWO AB testing software

VWO is a powerful A/B testing software for businesses looking to optimize their content, strategy, and product features. It offers a comprehensive suite of testing solutions that allow customers to perform A/B tests with ease.

With its mobile testing, server-side testing, and code editor capabilities, VWO makes it easy to conduct complex tests. For simpler tests, there’s also a visual editor that allows users to quickly set up experiments without any coding knowledge.

One of the most impressive features of VWO is its SmartStats feature which uses Bayesian statistics to give customers more control over their test results.

This means they can run tests at any speed they want and get reliable results in no time. Additionally, even the lowest pricing tier allows customers to test multiple domains simultaneously. And if you opt for the enterprise plan, you’ll get round-the-clock (24/7) support from VWO’s team of experts.

Convert Experiences

Convert experience AB testing tools

Convert Experiences is an A/B testing software designed to help brands optimize their websites and increase conversions. It offers a suite of features that allow businesses to perform A/B testing, multivariate testing, and multipage experiments.

With the ability to integrate with popular tools like Google Analytics, Shopify, WordPress, and many others, Convert Experiences provides advanced targeting and post-segmentation features to target and segment users by behavior.

The platform also offers a 15-day free trial so businesses can test out the features before committing to a paid plan. After the trial period ends, pricing starts from $699 per month.

Key features include campaign scheduling which allows businesses to schedule campaigns in advance for maximum efficiency. Additionally, Convert Experiences provides detailed reporting on each experiment so businesses can track their progress over time.


Sitespect AB testing software

SiteSpect is a server-side A/B testing software solution that has been on the market for many years. It has become a popular choice among technically sophisticated users and those who prioritize security.

Moreover, SiteSpect stands out from other solutions because it works in a different way, without the need for tags.

Instead of waiting until the HTML hits the user’s browser, SiteSpect edits the HTML before it leaves the server. This allows for more complex testing and adaptation to newer JavaScript technologies, making it an ideal choice for those who value security and performance.

The tag-free approach of SiteSpect also makes it easier to use than other solutions. It eliminates the need to manually add tags or code snippets to web pages, which can be time-consuming and difficult to manage.

Additionally, since all changes are made on the server side, there is no need to worry about compatibility issues with different browsers or devices. All in all, SiteSpect offers an efficient and secure solution for website testing that is suitable for both experienced developers and beginners alike.

Google Optimize

Google Optimize AB testing software

Google Optimize is a powerful and free A/B testing tool from Google that allows brands to test different variations of their web pages to measure their performance against any goals the user specifies.

It can be connected directly to Google Analytics and Google Ads, as well as powering Google’s Firebase A/B testing for mobile apps. This makes it an incredibly useful tool for businesses looking to optimize their websites and mobile apps for maximum performance.

The key features of Google Optimize include client-side and server-side testing, which allow users to test different versions of their website or app without having to make any changes on the backend.

Additionally, redirect testing allows users to quickly switch between different versions of a page or app in order to compare results. Always ensure you set up Google Analytics properly before running tests with Optimize in order to get accurate results from your tests.

Adobe Target

Adobe target AB testing tools

Adobe Target is an advanced personalization and optimization solution within the Adobe Experience Cloud. It enables businesses to create tailored experiences for their customers by leveraging AI-powered A/B and multivariate testing on websites, mobile, emails, and ads.

With Adobe Target, businesses can take advantage of Sensei’s machine-learning capabilities to serve personalized experiences to every visitor.

Adobe Target offers a variety of features that make it easy for businesses to optimize their customer experience. Client-side and server-side optimization allows businesses to quickly adjust content in real time based on user behavior. Standard and custom targeting enable businesses to target specific audiences with tailored messages or offers.

Additionally, Adobe Target provides detailed analytics that allows marketers to measure the effectiveness of their campaigns and make data-driven decisions about future optimizations.

Evolv (formerly Sentient Ascend)

Evolv AB testing tool

Evolv (formerly Sentient Ascend) is a revolutionary new player in the CRO space, bringing advanced machine-learning algorithms to the table. This technology allows for more efficient and accurate testing of hypotheses, allowing marketers to optimize their campaigns for maximum results.

Brian Massey of Conversion Science explains why this is such a big deal: it allows us to assemble our highest-rated hypotheses and let the machine sort them out for us. This means that we can test multiple segments simultaneously, making personalization solutions much more effective.

The potential of Evolv’s technology is immense, as it could revolutionize the way marketers approach conversion rate optimization. With its ability to quickly and accurately analyze data, marketers can make decisions faster and with greater confidence than ever before.

Furthermore, this technology could be used to automate certain processes, freeing up time and resources that would otherwise be spent manually analyzing data. All in all, Evolv’s machine-learning algorithms are sure to have a major impact on the CRO space in the near future.

Oracle Maxymiser

Oracle Maxymiser AB testing tool

Oracle Maxymiser is a powerful A/B testing and optimization software tool that helps businesses of all sizes to improve their customer experience. It offers a range of services such as website testing, in-session personalization, real-time behavioral targeting, and product recommendations for mobile apps and websites.

With its testing and targeting features, you can quickly find the combination of elements that engage visitors the most and result in higher conversion rates with A/B testing.

Maxymiser also helps to boost your website’s speed by offering in-session personalization of B2B marketing campaigns. This allows you to customize your website according to the needs of different customers, making it easier for them to navigate through your site and find what they are looking for.

Furthermore, Maxymiser provides detailed analytics so you can track the performance of your campaigns over time. This way, you can make informed decisions about how best to optimize your website for maximum success.


Omniconvert AB testing tool

Omniconvert is an e-commerce conversion rate optimization (CRO) tool that helps businesses increase their sales and revenue. It offers a range of features, such as A/B testing, advanced segmentation, website personalization, exit-intent pop-ups, and experiment debugger tools.

With Omniconvert, businesses can easily identify the areas of their website that need improvement and make changes to maximize conversions.

The tool also supports integrations with other platforms, such as Google Analytics and Facebook Ads. Additionally, it has a geotargeting feature that allows businesses to target customers in specific locations.

Omniconvert offers a 30-day free trial, after which paid plans start from $167 per month. This makes it an affordable option for businesses looking to optimize their online presence and increase conversions.

AB Tasty

AB tasty testing software

AB Tasty is an all-in-one CRO tool that helps brands increase their conversions and revenue on their websites, apps, and products. It offers both client-side and server-side experimentation so that brands can choose the best option for their needs.

With AB Tasty, users can easily create surveys and feedback forms to gain insights into customer behavior, as well as use contextual targeting to reach the right audience.

Additionally, AB Tasty provides keyword, pageview, and referral tracking capabilities to help brands better understand how customers are engaging with their content.

Overall, AB Tasty is a powerful tool for any brand looking to optimize its website or product performance. With its comprehensive suite of features, it allows users to quickly identify areas of improvement and make necessary changes in order to increase conversions and revenue.

By leveraging AB Tasty’s powerful analytics capabilities, brands can gain valuable insights into customer behavior that will help them make more informed decisions about their marketing strategies.

Usability Hub

UsabilityHub AB testing tool

Usability Hub is an innovative A/B testing software platform that helps businesses and organizations to test the usability of their products and services.

It provides a comprehensive set of tools that allow users to quickly identify design issues, user frustrations, and wasted time. Usability Hub is used by some of the world’s top companies, such as Google, GoDaddy, Amazon, TaskRabbit, and Airtable.

The platform offers a variety of features that make it ideal for all types of businesses. The Five-Second Tests feature allows users to test intelligibility using an image in just five seconds.

The preference Tests feature compares up to six different options so you can get feedback on your images, audio files, and video files. This makes it easy to identify which design works best for your product or service.

Usability Hub also provides detailed analytics reports so you can track progress over time and make informed decisions about how to improve your product or service.

Qubit and Coveo

Coveo AB testing tool

Qubit is an A/B testing software platform that focuses on personalization, allowing businesses to create highly targeted segments for their customers. With its advanced segmentation capabilities, Qubit provides an advantage over other tools in the market. It has the ability to break out of traditional retail focus and become a strong personalization platform across sectors.

The suite of features offered by Qubit covers analytics, testing, and personalization. This allows businesses to gain insights into customer behavior and preferences, as well as test different strategies for optimizing their campaigns.

With its granular segmentation capabilities, businesses can create highly personalized experiences for their customers that are tailored to their individual needs. This helps them build stronger relationships with their customers and increase customer loyalty.


Kameleoon AB testing software

Kameleoon is an AI-powered A/B testing platform that provides developers, product managers, and marketers with the tools to create personalized experiences for their visitors.

With Kameleoon, you can serve every visitor to your digital assets with tailored messaging based on their Kameleoon Conversion Score. This score is calculated using a combination of behavioral and contextual targeting, allowing you to tailor your messages to each individual visitor.

Kameleoon also offers a full-stack server-side solution for running tests. This allows you to quickly and easily set up experiments without having to worry about coding or complex setup processes.

You can also use the platform’s campaign and customer segmentation features to further refine your tests and target specific audiences with more relevant messages. With Kameleoon, you have all the tools necessary to create engaging experiences that will help drive conversions and increase customer loyalty.



Convertize is an affordable and easy-to-use A/B testing software that helps businesses maximize their conversions. It has a Hybrid Statistics Engine that combines different A/B testing statistics to pick a winner for any experiment, and its autopilot feature automatically sends more visitors to your best-converting pages without any manual effort. Convertize also offers a 14-day free trial, after which plans start at $49 for 20,000 visitors.

The key features of Convertize include automated scheduling, which allows users to set up experiments and campaigns in advance so they can be triggered at the right time. This ensures that the tests are conducted efficiently and accurately, allowing businesses to make informed decisions about their marketing strategies.

Additionally, Convertize provides detailed reports on each test so users can track their progress over time and make adjustments as needed.


Apptimize AB testing tool

Apptimize is a powerful cross-platform experimentation tool that helps businesses optimize their digital experiences. It was originally created for mobile A/B testing and app optimization, but now it can be used to test and track the effects of different experiences across websites, call centers, and ads.

With Apptimize, you can test any variation you can code on one platform and track the results across all your digital properties. This makes it an ideal tool for optimizing user experience and increasing revenue.

For example, if you run an over-the-top (OTT) platform, you can use Apptimize to A/B test different recommendation engines for every viewer. This will keep viewers engaged with your content longer and increase your ad and subscription revenue.

Additionally, Apptimize allows you to measure the impact of changes in real time so that you can quickly adjust your strategy based on the results. With this tool, businesses have access to powerful insights into how their customers interact with their products or services.


Hubspot AB testing tool

HubSpot is an all-in-one tool for marketing requirements, providing a unified platform that includes hubs for sales, customer service, CMS, and operations. It is used by more than 113,000 customers across 120 countries and is popular among many well-known brands such as SOUNDCLOUD, WWF, SUZUKI, and VMware.

This platform is suitable for small to large-scale industries and helps them run effective marketing campaigns to boost traffic to their website and convert visitors into customers.

The Marketing Hub of HubSpot offers features such as analytics, marketing automation, and lead generation. With the help of these features, businesses can track their performance in real time and make data-driven decisions to optimize their campaigns.

Additionally, they can automate repetitive tasks like emailing leads or segmenting contacts so that they can focus on other important aspects of their business. All these features combined make HubSpot an invaluable tool for any business looking to maximize its online presence.

Zoho PageSense

Zoho Pagesense AB testing software

Zoho PageSense is a comprehensive platform for website optimization, personalization, and A/B testing. It helps businesses of all sizes understand their visitors’ online behavior and track crucial website metrics.

With PageSense, you can add goals to track your website’s performance, regulate clicks on CTAs, create different elements, and develop a conversion funnel to identify pages that lead to dropoff. Additionally, heatmaps enable you to see which pages of your website appeal most to visitors.

PageSense also offers a best-in-class website experience for visitors so that they can turn into customers. It provides detailed insights into user behavior, such as page visits, time spent on each page, scroll depth, and more. This data can be used to optimize the website for better conversions and engagement.

With its easy-to-use interface and powerful features, Zoho PageSense is an ideal solution for any business looking to improve its online presence.


Statsig AB testing software tool

Statsig is a powerful product observability platform that enables businesses to measure the impact of their growth experiments and product features quickly and accurately.

It works by processing events from experiments and converting them into meaningful data insights. This allows businesses to run experiments automatically without any complex setup, boosting experiment velocity by 10x, according to Statsig’s team.

The user interface of Statsig is one of the most intuitive ones in this list, with a layout that surfaces the most significant insights from all the experiments being run and from how users are engaging with your features.

This makes it easy for businesses to track their progress and make informed decisions about their products. With Statsig, businesses can easily identify what works best for them and optimize their products accordingly.


SplitIO AB testing software program

Split.io is a feature delivery platform that focuses on speed and reliability, allowing product managers to quickly adjust features without relying heavily on developers. It also monitors any potential problems that may arise from releasing a feature and alerts you when it could harm your metrics, so you can disable it with a kill switch if necessary.

Integration with data platforms such as Google Analytics, Segment, or Sentry is easy and straightforward, making Split.io an ideal solution for businesses looking to reduce cycle times and mitigate risks associated with feature releases.

Split.io’s platform provides an intuitive user interface that allows product managers to easily adjust features without having to push new code every time. This makes it easier for teams to experiment with different features and quickly roll back any changes if needed.

Additionally, Split’s monitoring system ensures that any issues are detected early on, allowing teams to take action before they become major problems. With its reliable performance and easy integration capabilities, Split is the perfect tool for businesses looking to optimize their feature delivery process.


GrowthBook AB testing software program

GrowthBook is an open-source A/B testing software platform for feature deployment that makes it easy to measure the impact of A/B testing. It’s a great tool for tracking and reporting experiments, and even though it’s relatively new, it can be adapted to fit any need.

Whether you’re looking for a full-stack experimentation platform, a feature flagging tool for engineers, or an analysis engine for data teams, GrowthBook has you covered.

Integrating with most SQL sources is simple and setting up Google Analytics is straightforward. Additionally, GrowthBook monitors any issues that may arise from releasing a feature and will alert you if it has the potential to harm your metrics.

In this case, you can quickly disable the feature with its kill switch. Integration with other data platforms, such as Segment or Sentry is also easy. All in all, GrowthBook is an excellent choice when it comes to deploying features and measuring their impact.


Eppo AB Testing tool

Eppo is a comprehensive product experimentation platform that helps organizations to plan, set up, track and monitor experiments, as well as report on the results. It is built around the principle of being centralized and warehouse-native, collaborative, privacy-friendly, and intuitive. This allows companies to scale their experimentation efforts in any use case they can imagine.

Eppo integrates easily with BigQuery, Optimizely, Snowflake, and other tools to provide an end-to-end solution for experimentation. It also ensures that user data remains secure by not egressing it outside the platform.

With Eppo’s help, companies can quickly set up experiments and get actionable insights from the results. This makes it easier for them to make informed decisions about their products and services.

Benefits of A/B Testing

A/B testing is a powerful tool that allows businesses to make data-driven decisions and ensure that changes made have positive impacts. It offers various benefits, such as improved user engagement.

A/B testing can be 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.

By using A/B testing to compare two versions of a page or email against each other in order to determine which one performs better with users, businesses can gain valuable insights into what works best for their audience. This helps them optimize their content and increase user engagement by providing the most relevant content for their target audience.

Additionally, A/B testing also helps businesses identify areas of improvement in terms of design and usability so they can create more effective campaigns that deliver better results.

Conclusion: A/B Testing Tools

A/B testing is an essential part of any digital marketing strategy. With the right A/B testing tools, you can easily build, launch, test, and record results to improve your campaigns. Out of the many available options, Google Optimize is a great choice for those just getting started with A/B testing.

It’s easy to use and works well with other Google tools. Plus, it allows you to run up to five tests at a time. If you need more features or want a tool that does more than just run A/B tests, there are plenty of other options on this list that might fit your needs better.

No matter which tool you choose, A/B testing is an invaluable way to optimize your digital marketing efforts and get the best possible results from your campaigns.

With the right tool in hand, you’ll be able to quickly identify what works and what doesn’t so you can make informed decisions about how to move forward with your strategies. Did your favorite A/B testing tool make the list? Check out these 15 options and find out!