It is essential to run A/B and multivariate tests when it comes to marketing success. This user flow testing is vital to your and your brand’s success, whether you’re a seasoned marketer, excellent at optimizing conversion rates, or a one-army trying to convert consumers into subscribers.
According to Invespcro.com, 71% of businesses conduct at least two tests per month, and one company witnessed a revenue increase of 114% after testing just one element on their pricing page. The latest design trends and best practices are not always going to work for your users. To get better business performance through your website, you have to test your way to success.
WHAT IS A/B testing?
Intuition can help you make business decisions, but research methodologies like A/B testing are what you need for conversions and user behavior. Online research methodologies like A/B testing are what you need. If you don’t test, you might never know what is and isn’t working for your users.
A/B testing is a process of testing the original website design named ‘control’ through another version called ‘variation.’ This ‘variation’ design has one or more landing page elements altered in placement, function, or structure compared to ‘control.’
What are the elements you can test?
You can utilize A/B testing to optimize different elements like:
- Page layout and length
- Headlines and sub-headlines
- Forms
- CTAs
- Website navigation
- Media (video, gif, infographic)
In the current economy, understanding and collecting data is more essential than ever. You may have used promising Shopify apps, but didn’t know if they really were worth the cost in the end? Tada solves this problem by giving you the most essential KPIs for your business growth.
Here are some A/B testing tools available in the market to guide you in choosing the one that can influence your conversions the right way.
Trident
Trident AB effectively uses A/B testing to discover the perfect combination of elements on your website for easy customer conversion. It offers you the flexibility to understand which users to target, what elements you want to test, and how many variants you want to include.
Trident Allows you to:
- Save money and time by concentrating on what works
- Maximize your conversions and reduce acquisition costs
- Make impactful, data-driven marketing decisions
- Create high-converting web pages and delightful customer experiences
With their easy-to-use editor, you can generate and set up split tests in no time. You can also gain customer insight to guide your marketing decisions.
Optimizely
Optimizely is a leading CRO platform in the industry with a complete suite of CRO tools that can cover you, no matter how much your business grows.
Key features:
- A/B testing
- Visual editor without the need of a code
- Multi-page testing
- Full Stack for optimizing mobile apps and digital products
- Advanced targeting & segmentation
Optimizely also features a range of products, but the Optimizely Web provides the A/B testing and other features to optimize web pages. With Optimizely X Personalization, you can develop and deliver personalized messages to different audience segments, recommendations for Amazon-style content with product recommendations.
You have some seriously powerful tools in your court with Optimizely, and all of them are easy to implement without any development skills. Pricing is quoted upon application.
Google Analytics & Google Optimize
Google Analytics and Google Optimize present one of the best data collecting and A/B testing solutions around. You can almost find everything you need absolutely free. Enterprise brands with large teams could probably want to sign up for the Google Analytics 360 suite. This includes Optimize 360, and it is wonderful how much work you can get done with the tools in the free version.
Key features:
- A/B testing
- Multivariate testing for multiple elements
- A/B testing for multiple versions of a page
- Personalization
- Server-side experiments
- Redirect tests
In terms of features, there is not a lot you can’t do with Google’s offerings. If you have engineers on board who know how to establish advanced tracking, this tool is capable of a lot more than other tools in this list.
VWO
VWO aims to supply a full suite of CRO tools, like Optimizely minus the enterprise price tag. You can get extensive testing tools for A/B, split URL experiments and multivariate, advanced segmentation and targeting options, and a visual editor for setting up variations without a code.
Key features:
- Multivariate testing
- A/B testing
- Split URL testing
- Behavioral segmentation
- Widgets for adding/ testing popups, banners, and other prompts to generate leads
- Visual editor without any code
- Asynchronous code decreases loading times while running tests
VWO’s behavioral segmentation gives you the flexibility to target audiences that most of the expensive tools don’t. Yet another enterprise feature of this tool is its asynchronous coding. It improves your tests’ performance to avoid flickering and slower loading times, which is common with most of the A/B testing software.
HubSpot
HubSpot is not the platform for you if you just want an A/B testing tool. It is a full suite of marketing software divided into four products such as CRM for handling customer data. Marketing Hub includes a range of tools for landing pages, creating content, managing leads, and running A/B tests – among other things.
Key features:
- A/B testing
- Marketing automation
- CRM
- Live chat
- Lead management
- Email marketing
HubSpot is a full suite of marketing software divided into four key products. First, CRM for handling customer data, and then there is Marketing Hub, including a range of tools for landing pages, managing leads, creating content, and running A/B tests, among other things.
HubSpot also provides its Sales Hub with various specialist tools for automating and improving your sales processes. The Service Hub helps your team offer a higher quality of customer service.
Zoho PageSense
Zoho PageSense is a two-in-one conversion personalization and optimization platform with one of the lowest entry prices available. It does not restrict prices on its plans, allowing you access to everything the platform has to offer. Your fee depends on the number of monthly visitors you have.
Key features:
- A/B testing
- Visual editor
- Split URL testing
- Flexible reporting
- Advanced segmentation & targeting
- Heatmaps
- Personalization
- Funnel analysis
For small businesses, it is hard to find too many options at this price point, making it an ideal tool for SMEs and new startups.
Leadformly
While all the A/B testing tools so far give you 90% of what you need for running tests, all of them fall short on testing a few of the finer details on your pages. This is particularly true for web forms as they simply don’t offer the depth of insights you need.
Key features:
- Multi-step form templates
- A/B testing
- Conditional logic
- Extensive form analytics
- Visual editor
- Invisible spam filter
- Intelligent field validation
You need a tool like Leadformly to provide in-depth form analytics and the A/B testing features to help you optimize conversion rates at the final hurdle.
Convertize
Convertize is an absolutely affordable A/B testing and personalization platform with plans starting from as little as $49/month for up to 20,000 visitors per month. And if you are looking to run serious CRO campaigns, you should sign up for the Team plan, starting at $199/month for up to 100,000 visitors per month.
Key features:
- Smart Editor
- Lightning mode
- Autopilot
- Dynamic Text
- Nudges
- Statistics Engine
With the Team plan, you can run unlimited tests and projects on various websites as long as you stick to the monthly visitor limit. You have wide-ranging testing features, too, along with a solid set of targeting options, which allow you to define audiences for every experiment.
Unbounce
Landing pages are a key component for maximizing conversions. You already have a landing page A/B testing tool if you are using Unbounce. Most of the top landing page builders comprise some kind of A/B testing features and, while these don’t have too many features as the other tools, they make landing page testing extremely easy.
Key features:
- Basic A/B testing
- Popups & sticky bars
- Landing page personalization
- Visual builder
- Extensive integrations
Hence, if you’re on the lookout for the simplest approach to A/B testing, Unbounce is the ideal place to start.
Convert
Convert is an exceptional testing platform designed for CRO experts and agencies looking to optimize their digital products and clients’ websites. You will notice this after using the software, as it feels like a tool designed for experienced professionals.
Key features:
- A/B testing
- Multivariate testing
- Split testing
- WYSIWYG editor for building code-free experiments
- Multipage experiments
- Extensive integrations
- Unlimited tests & variations
Convert gives you extra freedom to build tests and variations in your own way while also providing tools like the visual builder, making the whole process faster.
Kameleoon
Kameleoon is a personalization and A/B testing platform using artificial intelligence to help you enhance digital experiences. You can also trigger personalized experiences based on every visitor’s conversion probability. It is calculated in real-time, depending on the user’s actions.
Key features:
- A/B testing
- AI personalization
- Multivariate testing
- Advanced targeting & segmentation
- Visual editor
- Full-stack for testing web, digital products, and mobile apps
- Client-side for web and mobile sites
This is a true enterprise piece of software as it has been designed to be easy to use and intuitive, which is rare in an enterprise CRO tool. You can enjoy the benefit of this every time you use Kameleoon. One of the best things about the software’s UX is that it is easy for new team members to come to grips with.
Omniconvert
Omniconvert offers different software tools to help digital brands convert data into growth strategies. Its conversion optimization platform is called “Explore,” and Omniconvert calls this “the CRO tool for developers,” as various specialist features justify it.
Key features:
- A/B testing
- Stacked tests
- Split URL testing
- Personalization
- Unlimited CSS & JS editor
- Overlays & popups
- Advanced segmentation
- CDN bypass
- Experiment debugger
Besides A/B testing, you also get some excellent personalization features, web surveys, triggered overlays, and advanced segmentation, as well as the option to integrate with Omniconvert’s other software tools for triggered overlays, analytics, and customer experience.
Freshmarketer
Freshmarketer is the CRO tool and automation provided by Freshworks, offering a full suite of sales tools and marketing in separate software products that integrate seamlessly.
Key features:
- A/B testing
- Visual editor
- Split testing
- Personalization
- User feedback
- Dynamic heatmaps
- Email marketing
- Integration with Freshworks apps
- Marketing automation
You can also get some basic personalization tools and features to capture customer feedback through triggered messages and polls. To round off things, you get some solid automation features, although you have to integrate with Freshworks’ CRM or another customer relationship management platform to get the best out of it.
Oracle Maxymiser
Oracle Maxymiser is the experience optimization and testing system, making up part of the wider Oracle Marketing Cloud software offering. This was one of the first-ever platforms to open up testing to non-programmers. It continues releasing innovative features for conversion personalization and optimization.
Key features:
- A/B testing
- Funnel optimization
- Multivariate testing
- Predictive analytics
- Personalization
- Advanced targeting & segmentation
- Extensive analytics & reporting
- Heatmaps
Oracle’s system is strong where it really counts. Essentially, the client-side loading times are fast and nice, so tests don’t cripple page speed. You wouldn’t face any flickering or broken content while tests run. Additionally, the test length calculator is highly capable of estimating how long your tests need to run before reaching statistical importance.
Adobe Target
Adobe Target is an A/B testing and enterprise personalization. You also experience automated personalization, mobile app optimization, and recommendations based on your customers’ data and behavior.
Key features:
- A/B testing
- Visual editor
- Multivariate testing
- Advanced targeting & segmentation
- Omnichannel personalization
- AI automation
- Feature
The software’s Target self-learning algorithms make this a favorite platform with enterprise brands. It automatically and continually adjusts itself to make associations between content and visitor behavior to give you the best results, acclimatizing your content in real-time to meet user needs.
Conclusion
These top A/B testing tools address every possible need you could have – from the free choices to full-enterprise solutions and the easiest-to-use optimization tools. All of these platforms are great in their way, but the best one for you will depend on your exact needs.
