Best A/B Testing Tools of 2024

Driving traffic to your website is only half the battle. Once those visitors land on a page, you still need them to convert.

That’s where A/B testing comes into play.

A/B testing helps you experiment with different on-page elements that drive conversions. With the help of A/B testing tools, you can display two versions of the same page to your traffic—allowing you to see which variation converts at a higher rate.

You might think a particular CTA phrasing, background color, or image placement is ideal. But A/B tests give you real data to back up or disprove your hypothesis.

Ready to turn your website into a conversion machine? Use this guide to find the best A/B testing tools for you.

Top 5 A/B Testing Tools

After extensive research, testing, and drawing from personal experience, I’ve narrowed down the five best A/B testing solutions on the market today:

• Optimizely
• Convert Experiences
• Omniconvert
• Apptimize
• Zoho PageSense

The reviews below cover the pros, cons, pricing, and recommended use cases for each one.

Optimizely

Optimizely is branded as an all-in-one solution for content, commerce, optimization, and digital experiences. Trusted by over 9,000+ companies, they have a wide range of products and plans for brands with varying needs.

You can use Optimizely to run web A/B tests on all of your digital touchpoints.

Implementing the software is simple. You just need to copy and paste a code snippet on whatever pages you want to test and track.

Compared to other A/B testing solutions, Optimizely is known for its speed. That’s because the software moves processing from the browser to a CDN, ensuring your site still performs at the highest possible level when you’re running experiments.

The tool comes with an easy-to-use visual editor, allowing anyone to use it—regardless of technical capabilities. This means that no development work is required. Optimizely uses project-level configurations based on whatever platforms you’re using on the web.

Optimizely is a bit more advanced than some other tools out there, which could be challenging for beginners. The platform works best when you bundle the A/B testing product with other Optimizely tools, which will obviously cost more money.

Request pricing to learn more and get started.

Convert Experiences

Convert Experiences is another reputable and reliable solution for A/B testing.

It’s a feature-rich A/B testing tool that’s used by more than 5,000+ organizations. You can use it for split testing, multivariate testing, and multipage experiments.

Beginners can start with the Convert Experiences visual editor. But users who want to get the most out of this tool will definitely want to experiment with the code editor. This brings all of your site changes to life in real-time, rendered blink-free.

Convert Experiments is great for brands that want to go deep with A/B testing and really experiment with technical specifications.

The platform integrates with more than 90+ tools, including WordPress, Shopify, Google Analytics, HubSpot, CrazyEgg, WooCommerce, and more.

You can also use Convert Experiences for advanced targeting, using geo-locations, channels, and traffic sources to serve up experiments to the right audiences.

Plans start at $699 per month. The entry-level Growth plan supports up to six million tested users per year. To double that user amount, you’ll need to upgrade to the Expert 1 package—starting at $979 per month.

Try Convert Experiences for free with a 15-day trial.

Omniconvert

Omniconvert is an award-winning CRO solution that’s used for traffic segmentation, online surveys, and A/B testing.

Compared to other solutions on the market, Omniconvert is an affordable and simple tool—making it possible for beginners and sites with modest budgets to experiment with A/B tests.

You can easily use this tool to test how your site visitors interact with CTAs, text, design elements, and more. Omniconvert is a simple way to track as many goals as you want, all by adding a single line of code to your pages.

It’s extremely flexible and supports HTML, CSS, Javascript, and more.

The software also supports split URL testing, and you’ll benefit from in-depth experiment analytics—making it easy for you to decipher the results and make data-driven decisions.

For a tool that’s so affordable and user-friendly, it should come as no surprise to hear that over 10,000+ companies rely on Omniconvert for A/B testing.

Pans start at $273 per month with an annual commitment or $390 billed monthly. Rates increase based on your monthly traffic.

If you’re interested in Omniconvert, you can try it for free with a 30-day trial.

Apptimize

Apptimize is a bit unique compared to the other tools on our list. As the name implies, this software is designed specifically for mobile A/B testing.

It’s a cross-platform solution for A/B tests and release management.

While the tool was originally built for mobile apps, it has since evolved to support web, mobile web, and OTT (over-the-top) media campaigns. With that said, the mobile-specific A/B testing is definitely where Apptimize shines.

In addition to running A/B tests, you can even use Apptimize to serve personalized content to your users. For example, mobile commerce apps and ecommerce sites can use the tool to display custom promos and content based on buying behavior. The platform ensures that users experience a consistent browsing experiment from channel to channel.

The cross-platform A/B testing tool is powerful. You can use it to not only test changes but also measure the impact across all channels—including revenue.

Schedule a demo to request pricing and learn more about Apptimize.

Zoho PageSense

Zoho offers a wide range of cloud software applications for different use-cases and needs. More than 100+ million users across the globe rely on Zoho products.

Zoho PageSense is a user-friendly and budget-friendly solution for conversion optimization and personalization.

It’s arguably the simplest tool on our list for running A/B tests using a visual editor. You can use PageSense to run tests on both the web and mobile versions of your site as well—no coding skills required.

Zoho PageSense provides simple reports for key metrics like clicks, engagements, page views, and events. You can also use it to monitor revenue and track goals with each variation.

The platform supports split URL testing for those of you who want to experiment with different layouts as well. The platform even comes with a heatmap within each test so you can see how site visitors interact with each page variation.

Zoho PageSense is the most affordable tool on our list. Plans start at just $12 per month.

However, A/B testing is not offered at the entry-level price point. You need to upgrade to the Optimize plan to access this feature. But at just $39 per month, it’s still a bargain compared to other tools on the market.

Try Zoho PageSense for free with a 15-day trial.

A/B Software Buying Guide

Not every A/B testing tool is created equally. Just because the software is listed above, it doesn’t mean you should just blindly select it without doing some research.

Below we’ll focus on the factors and buying considerations that you should keep in mind as you’re shopping around for A/B testing software. This will help you find the best solution for you and your unique needs.

A/B Test vs. Split Test vs. Multivariate Test

The terms “split test” and “multivariate test” are not synonymous with A/B testing. So when you see these words on a product page, make sure you understand their differences:

• A/B Test — Experiment with two versions of a page with minor differences (often just one element is changed).
• Split Test — A type of A/B test with a complete design overhaul of the two pages.
• Multivariate Test — An advanced A/B testing method that supports multiple variables simultaneously.

For beginners, sticking with basic A/B tests is definitely your best bet. But it can’t hurt to choose a tool that supports split and multivariate testing, as you may decide to leverage these features in the future.

Technical Skills

If you’re not a developer and don’t know how to code, make sure you look for a tool that has a visual editor. Otherwise, you’ll likely be overwhelmed with the platform.

Even non-technical users should be able to copy and paste a code snippet on a web page. So that shouldn’t be a burden.

You should also ensure the platform is compatible with your CMS before you buy. If you want to use the A/B testing tool in conjunction with other third-party tools, check the list of integrations as well. Some advanced tools provide APIs for testing.

Cross-Platform Support

Where do you want to run A/B tests?

Some platforms only support web page testing, which is fine for many of you who are reading this guide right now. However, that won’t be enough if you want to run mobile web tests, mobile app tests, and experiments on other digital touchpoints.

Don’t worry about email when you’re shopping around for A/B testing tools. Most of the best email marketing tools come with built-in A/B testing capabilities.

Budget

A/B testing software can be expensive. But it doesn’t have to be.

Some tools will cost tens of thousands of dollars per year. Others can be obtained for less than $50 per month.

Just know that your price might change as your traffic scales. So keep that in mind when you’re looking at the pricing options.

Final Thoughts

A/B testing is one of the best ways to learn more about your site traffic and optimize web designs for conversions.

But to get the most out of your A/B tests, you need to take advantage of a testing solution.

There are dozens of A/B testing tools on the market today. But the five that I reviewed and recommended in this guide should accommodate the needs of most brands.

Make sure you reference my buying guide as well. This will help you narrow down the best option for you.