Top 10 AB Testing Tools Used By CRO Experts in 2023

Looking for a comprehensive A/B Testing tool?

AB testing or split testing is our specialty here at FigPii, so we like to think we know a thing or two about the best tools in the market. 

We’ve compiled a list of our favorite top 10 AB testing tools, which are used by trusted CRO experts worldwide. 

Apart from the effect on page load speed, we also considered other factors – like price, usability, customizability, etc. – but we’re not interested if it slows down a site.

Before we dive into the list, here’s a brief explanation of what an AB testing tool is: 

What Is An AB Testing Tool?

An A/B testing tool is a platform that allows you to compare two or more variations of a webpage, email, or other digital element to determine which version performs better based on specific goals, such as conversions or user engagement.

These tools enable businesses to run experiments by presenting different designs or content to segments of their audience and then measuring which variation drives the desired action more effectively.

In A/B testing, the original version is called the “control,” while the new versions are referred to as “variations” or “challengers.”

A good A/B testing tool provides you with the insights needed to optimize your site or campaigns based on real data, helping you make informed decisions about which elements lead to better results.

According to our State of AB testing report, 71% of online companies run two or more A/B tests every month.

For most CRO Agencies, A/B testing is considered a decision-making or idea validation tool used to compare an idea against reality. Simply put, split testing gives empirical validation to your design decisions. 

The potential benefits of using an A/B testing tool are:

• Improved content.
• Higher page engagement.
• Reduced risks. 
• Enforces data-backed decision-making.
• Higher conversion rates.
• Ease of analysis. 
• Reduced bounce rates on pages.

Using an A/B testing tool to experiment and find an ideal combination for your customers provides them with positive experiences and breeds trust and confidence in your brand and company. 

How do A/B Testing tools work?

A/B testing tools help you compare different versions of a webpage or element to see which one performs better.

The tool splits your website traffic, showing half of the visitors one version (the control) and the other (the variation).

This is typically done using JavaScript, which dynamically loads the different versions for users.

To run an A/B test, you select the page or element you want to test, create a variation, and set specific goals (like clicks, form submissions, or purchases) to measure the performance of each version.

The tool tracks visitors’ interactions with each version and collects data on which one drives more conversions or engagement.

Once enough data is collected, the tool analyzes the results to show you which version performed better, helping you make informed decisions about what changes to implement.

A/B testing tools focus on optimizing specific actions, such as increasing conversions, while other testing methods, like user testing, focus more on improving usability and user experience.

Both are valuable but serve different purposes.

Top 10 AB Testing Tools in 2023 

FigPii (USA)

FigPii offers a full suite of CRO tools (including A/B testing) built by a top CRO Agency – Invesp. 

This is a tool built for companies that are frustrated at investing significant amounts of money in enterprise testing platforms, which aren’t being used anywhere near their potential and are taking away from the budget for investing in people and skills, and developing an intelligent process for strategic optimization.

FigPii might just be the only A/B testing engine that gives you testing ideas you should focus on.

FigPii’s Key Features 

• A/B testing
• Split testing
• Get visitor heat maps, including scroll maps and click data,
• See the video recording of the visitors and analyze user behavior,
• Collect feedback through polls.

Advantages of Using FigPii 

• Founders with huge experience in CRO, even at the enterprise level
• Easy to use. 
• Affordable. 
• Can track different types of conversion goals. 
• Doesn’t affect the page load time. 
• Excellent live chat support. 
• Advanced targeting based on device, browser & visitor type. 
• Extremely easy to install, use, and navigate
• Advanced anti-flicker technology
• All-in-one conversion rate optimization tool
• Excellent customer support

List of integrations supported by FigPii 

FigPii allows you to connect with your favourite tools and platforms, such as Unbounce, Google Tag Manager, Wix, Shopify, WordPress, Joomla, Drupal, BigCommerce, WooCommerce, Instapage, Clickfunnels, Prestashop, Google Analytics, Leadpages, Magento, Squarespace, Adobe Dynamic Tag Manager, and many more. 

FigPii Pricing

You don’t have to pay an outrageous amount to use FigPii. All four pricing plans for this tool are free for the first 14 days—this means you can try out the tool without the risk of making a full commitment.

The cheapest plan starts at $149.99/month. It allows you to collect data from 30,000 visitors/month and gives you access to a full suite of CRO tools, such as session replays, polls, and heatmaps. 

Unbelievable offer.  

Optimizely (USA)

Optimizely is probably the most famous A/B testing platform in marketing. 

This tool can help you create a variety of experiments for your web pages using the dynamic or basic features that come with the service. Because of its easy-to-interpret editor, it’s easy to get started on Optimizely. 

Optimizely’s Key Features 

• A/B testing 
• Multi-page testing 
• Visual Editor 
• Advanced targeting and segmentation
• Full stack for optimizing mobile apps and digital products

Advantages of Using Optimizely

• Optimizely serves a variety of audiences.
• It’s easy to use – you don’t have to be a pro.
• Great integration with 3rd party tools.
• It has many personalization options.
• Retroactive filtering (i.e. IP addresses).
• Intuitive data display and goal comparison.

List of integrations supported by Optimizely 

Optimizely can be integrated with different platforms such as Hotjar, Google Analytics, Clicktale, Adobe Analytics, Google Adwords, Demandbase, Lotame, BlueKai, Slack, Mixpanel, Asana, and Adobe Audience Manager. 

Optimizely Pricing

If you have a low budget, look away – Optimizely is one of the most expensive A/B testing tools in the market. Pricing for Optimizely is available on request. But the cheapest plan is well over $1000/month.

According to Convert, “Optimizely X Web Business plans come to approximately USD 63,700 for 10 million impressions, available upfront. Whereas the Optimizely X Web Enterprise variant can cost up to USD 113,100 for 10 million impressions.”

VWO (India)

VWO, or Visual Website Optimizer, is also a well-known brand in A/B testing. 

As the name suggests, VWO is a testing tool focused on graphics and design. But this doesn’t necessarily mean you can track your key metrics, gather visitor behavior insights, and launch more complicated tests. This A/B testing software allows you to run tests on multiple domains from a single account. 

VWO’s Key Features 

• A/B testing 
• Multivariate testing 
• Split URL testing 
• Visual editor 
• Testing and popup widgets 
• Behavioural segmentation
• Asynchronous code that reduces loading times when testing 

Advantages of Using VWO

• Easy custom experiments
• Simple & functional visual editor
• Better onboarding and guided test creation
• Terrific customer support
• Faster updates
• Easy to download data

List of integrations supported by VWO 

VWO can be integrated with different tools and platforms such as Shopify, Google Analytics, Google Tag Manager, Kissmetrics, Mixpanel, Heap, DemandBase, Clearbit, ComScore, Tealium, Magento, BigCommerce, WordPress, Drupal, and Joomla. 

VWO Pricing

VWO pricing is based on both features and traffic. The cheapest options for the three main packages include only 10,000 monthly visitors. However, VWO has a flexible pricing plan that allows you to pay by the average number of unique monthly visitors on your website, no matter how many domains you run tests on within that visitor quota.

AB Tasty (France) 

AB Tasty is also a popular platform in the testing market because it offers a wide range of user insight and personalization features. 

Designed with enterprise marketers in mind, AB Tasty offers different testing capabilities, such as multivariate testing, split testing, and funnel testing.

Using AB Tasty, marketers can easily formulate variants and tests and receive real-time reports with confidence levels on their goals. 

AB Tasty’s Key Features 

• A/B testing
• A/B/n testing 
• Funnel testing 
• Multivariate testing 
• Split testing 
• Advanced testing 
• AI-powered personalization 
• Dynamic widgets 
• Extensive analytics and reports 

Advantages of Using AB Tasty

• Easy to launch personalized campaigns 
• Offers customizable templates for easy and quick campaign launch. 
• The number of experiments is unlimited. 
• The widgets feature is great because you can quickly validate best practices.
• Experiments can overlap or not. 
• Real-time changes – Ability to change and set an experience live in minutes, without needing a developer.

List of integrations supported by AB Tasty

AB Tasty connects well with various third-party tools and platforms, such as Google Analytics, Adobe Analytics, FullStory, Mixpanel, Amplitude, Weborama, Easyence, SessionCam, etc. 

AB Tasty Pricing 

Pricing for AB Tasty is not displayed on their pricing page, but it’s available on request. The cheapest AB Tasty plan is over $1,000 and $1,900 per month. The annual price can range from $22,800 to $68,400. Yes, AB Tasty is not for brands operating on a low budget. 

Adobe Target (USA)

Adobe Target is an A/B testing tool by Adobe. If your website already uses Adobe Analytics, adding Adobe Target is virtually a no-brainer. 

Long known for combining targeted testing and personalization, Adobe Target walks you through a three-step workflow where you first create the variant, then target the variant based on visitor segmentation, and lastly customize your goals and settings for the test. 

Adobe Target’s Key Features 

• A/B testing 
• Multivariate Testing 
• Visual Editor 
• Advanced Targeting and segmentation 
• AI automation 
• Omnichannel personalization 

Advantages of Using Adobe Target 

• It has an excellent integration with Adobe Analytics. 
• Easy to use and understand interface. 
• Robust targeting – Not just within the targeting/audience capabilities,
• Allows you to display certain content to certain audiences or types of users.
• Makes it very easy to modify your web pages dynamically for short-term campaigns and testing.

List of integrations supported by Adobe Targeting 

Adobe Targeting seamlessly integrates with Adobe products like Adobe Analytics, Adobe Campaign, Adobe Audience Manager, etc. But beyond Adobe products, this A/B testing tool can also be incorporated into tools and platforms like 

Adobe Target Pricing 

Adobe Target might be the most expensive A/B testing platform. Its pricing is based on the number of page views your website can get per year.

When you opt for this tool, we recommend reaching out to the sales team for more information regarding their plans and packages.

Google Optimize (USA)

Google Optimize is one of the most popular A/B testing tools, mainly because it’s free. Google owns this platform. 

The downside of a free tool like Google Optimize is that it doesn’t store large amounts of data—this means you cannot upload new images to use in your A/B tests within the platform.

Despite being a free testing tool, Google Optimize is difficult to use due to factors like ergonomics and other limitations. 

As of September 2023, Google shut down Google Optimize, leaving users to explore other alternatives for their testing needs.

Google Optimize’s Key Features 

• A/B testing 
• A/B/n testing 
• Multivariate testing 
• Redirect tests 
• Server-side experiments 
• Personalization 

Advantages of Using Google Optimize

• Native integration with Google Analytics. 
• Offers a completely free plan
• Raw HTML, JavaScript, and Visual code editor
• Easy implementation by adding a piece of code
• You can test more than one variant at once.
• You can test pages for specific subsets of visitors.

List of integrations supported by Google Optimize 

Google Optimize easily connects with different Google products, such as BigQuery, Firebase, Google Ads, Accelerated Mobile Pages (AMP), and Google Analytics. 

Google Optimize Pricing 

The Google Optimize AB testing tool is free, with no hidden fees or in-app purchases.

Its functionality is available to anyone with a Google account or who is willing to create one. However, a paid version, Google Optimize 360, can test up to 10 page variations.

Convert (USA)

Convert is recommended for businesses that are either small or medium-sized and for businesses doing in-house optimization. 

Besides being a good A/B testing tool, Convert is also known for its exceptional customer support over live chat. This tool, which is similarly high-powered, positions itself as an alternative to Optimizely.

Convert has a smooth onboarding process for your CMS and ecommerce platform and seamless integration with Google Analytics.

Personalization is a big feature of the Convert testing tool, which offers over 30 different elements for building customer profiles. 

Convert’s Key Features 

• A/B testing 
• Split testing 
• Multivariate testing 
• Multipage experiments 
• WYSIWYG editor 
• Unlimited tests and variations 
• Extensive integrations 

Advantages of Using Convert 

• Flexible and can be used for simpler tests
• Excellent support team 
• Easy test setup with lots of preconfigured options 
• Zero privacy worries 
• No flickering
• Limitless testing
• Built-in audiences make it easy for us to capture mobile vs desktop users

List of integrations supported by Convertize 

Convertize can be integrated with over 80 different tools. These include Shopify, Google Analytics, WordPress, MixPanel, Hotjar, Active Campaign, 3d Cart, Amplitude, BigCommerce, Demandbase, Crazy Egg, Drupal, Fullstory, etc. 

Convert Pricing 

Omniconvert (Romania)

Omniconvert is an A/B testing tool that is good for beginners. 

Using Omniconvert, you can run A/B tests on desktop, mobile, and tablet. They position themselves as an all-in-one optimization tool designed for eCommerce marketers.

In addition to A/B testing, you also get excellent personalization features, advanced segmentation, web surveys, and triggered overlays. 

Omniconvert’s Key Features 

• A/B testing 
• Split URL Features
• MVT testing  
• Stacked tests 
• Personalization 
• Overlays and popups 
• Unlimited CSS and JS editor 
• CDN bypass 
• Advanced segmentation
• Experiment debugger 
• Geo-targeting 
• Weather targeting 

Advantages of Using Omniconvert 

• Ease of use
• advanced segmentation
• Anti-flicker technology 
• Excellent support team

List of integrations supported by Omniconvert 

Omniconvert can be connected to different tools and platforms such as Joomla, Drupal, Drupal, Magento, Zapier, Google Tag Manager, BigCommerce, Campaign Monitor, WordPress, PrestaShop, etc. 

Omniconvert Pricing 

We recommend reaching out to the sales team to get a plan that suits your A/B Testing needs.

Kameleoon (France)

Kameleoon is an advanced A/B testing tool built with enterprise brands in mind. 

This testing tool is different from other tools in that it focuses on personalization through AI—this makes it a good tool for eCommerce brands looking to return a lot of customers.

Kameleoon allows you to trigger personalized experiences based on each visitor’s conversion probability, which is calculated in real-time based on user actions.

Kameleoon’s Key Features 

• A/B testing 
• MVT testing 
• AI personalization 
• Visual editor 
• Advanced targeting segmentation
• Client-side for web and mobile sites 
• Full-stack for testing web, mobile apps and digital products.

Advantages of Using Kameleoon 

• Powerful AI engine 
• Ease of use 
• Focused on security 
• Powerful targeting features 
• Ease of use of their WYSIWYG editor
• Offers a library of widgets 

List of integrations supported by Kameleoon 

Kameleoon is an open platform that is used along a wider technology stack, such as Salesforce, Adobe Analytics, Mixpanel, Crazy Egg, Segment, Contentsquare, Kissmetrics, Zendesk, Usabilla, iAdvize, Webtrends, and many more. 

Kameleoon Pricing 

Freshmarketer (India)

Freshmarketer is CRO software that offers A/B testing and tracks the revenue generated by your experiments. This testing tool is an extension of Freshworks. 

Although Freshmarketer might not be the most advanced testing tool available, it’s probably one of the easiest to use and the most affordable.

It’s recommended for newcomers or online businesses with modest needs.

The good thing about Freshmarketer is that it also comes with some basic personalization features and tools to capture customer feedback through polls and triggered messages.

Freshmarketer’s Key Features 

• A/B testing 
• Split testing 
• Visual editor 
• Personalization 
• Dynamic heatmaps 
• User feedback 
• Email marketing 
• Marketing automation

Advantages of Using Freshmarketer 

• Integrated Website Analytics Options.
• More Targeted Customer Experiences.
• Real-Time Reports and Custom Polls.
• Track Visitor Activity on Your Site.

List of integrations supported by Freshmarketer 

Besides being natively integrated with Freshworks apps, Freshmarketer can be seamlessly incorporated into other third-party tools and platforms, such as Drupal, Mixpanel, Kissmetrics, Zapier, Magento, Google Tag Manager, Google Analytics, and many more. 

Freshmarketer Pricing 

Overview of A/B Testing Tools

NAME	FREE TRIAL/ FREEMIUM	AFFORDABILITY	TECH COMPATIBILITY	FLEXIBILITY & INTEGRATION	A/B/n TESTING & SPLIT TESTING	PAGE EDITING	BEST FOR	COUNTRY
FigPii	Free Trial	Low	Client-side	Medium	Available	Editor WYSIWYG	SaaS, eCommerce and lead gen	USA
Optimizely	X	High	Client-side	High	Available	Editor WYSIWYG	Enterprise	USA
VWO	Free Trial	Medium	Client-side	High	Available	Editor WYSIWYG	Small & medium-sized businesses	India
Convert	Free Trial	Medium	Client-side	High	Available	Editor WYSIWYG	CRO experts and agencies	USA
Google Optimize 360	Free up to 3 running experiments	High	Client-side	High	Available	Editor WYSIWYG	Enterprise brands	USA
Omniconvert	Free Trial	Low	Client-side	Medium	Available	Editor WYSIWYG	Startups & medium-sized businesses	Romania
Freshmarketer	Free Trial	Low	Client-side	Medium	Available	X	Startups & medium-sized businesses	India & USA
Kameleoon	X	High	Client-side	High	Available	Editor WYSIWYG	Enterprise brands	France
Adobe Target	X	High	Client-side	High	Available	Editor WYSIWY	Enterprise	USA
AB Tasty	Free Trial	High	Client-side	High	Available	Editor WYSIWYG	Enterprise	France

Conclusion

Choosing the right A/B testing tool depends on several factors, such as your specific needs, budget, and integration capabilities. Each tool offers its features, so it’s important to evaluate which aligns best with your goals. Ultimately, the choice is yours—make sure it fits your workflow and helps you optimize your conversion efforts effectively.

A/B Testing Tools FAQ