A/B testing tools

A/B testing tools for websites

For website optimization via A/B testing, you need a tool that fits your CMS and current traffic. The following tools are sorted by traffic size, showing which setup they suit.

A/B testing tools for low-traffic websites (<10k traffic/month)

Crazy Egg

Crazy Egg Costs from 29 USD per month, depending on the page views you track and offers a 30-day trial period.

Combines A/B testing with heat maps and session recordings. That's smart if you want to both test and understand how users are behaving.

Who is Crazy Egg suitable for?

When you have low traffic but still want to understand how users are behaving on your site. The combination of testing and heat maps is particularly valuable when traffic is low.

Unbounce

Unbounce starts at 74 USD per month (annual payment) and is specifically designed for landing page A/B testing. Offers a no-code drag-and-drop builder and automatic smart traffic (AI-driven optimization).

Who is Unbounce for?

If you mainly test landing pages for ads and don't have your own developer. Unbounce also makes A/B testing possible for marketing teams without technical expertise.

A/B testing tools for medium traffic websites (10k-100k traffic/month)

VWO (Visual Website Optimizer)

VWO uses a Bayesian-based SmartStats engine that takes into account common errors such as sequential testing errors.

What makes VWO special: It analyses user behavior with AI and suggests concrete optimization ideas. So you not only get the testing tool, but also ideas for tests.

Who is VWO suitable for?

If you want a full optimization ecosystem and you're already using Google Analytics. The AI features justify the higher price.

AB Tasty

AB Tasty Does not give prices on the website, but is used by users as fairly priced described. It provides a powerful platform for various types of testing, from simple iterative testing to strategic testing.

Who is AB Tasty suitable for?

If you're just starting out with conversion optimization and want a tool that grows with you without paying enterprise prices right away.

A/B testing tools for high-traffic websites (>100k traffic/month)

Convert

Convert costs from 299 USD per month and works with a drag-and-drop system and offers A/B, multivariate, multipage and split testing.

The tool is known for its very good customer support via live chat and smooth integration with Google Analytics.

Who is Convert for?

Starting at 100,000 MTU (monthly tested users). If you value personal support and need a tool that simply works without much setup

Optimizely

Optimizely does not disclose prices on the website. You get a comprehensive experimentation platform with advanced features such as multivariate testing and server-side testing.

Optimizely uses both Bayesian and Frequentist Statistics and offers an AI-based text variation generator.

Who is Optimizely for?

Websites with high traffic and complex testing requirements, whether solo entrepreneurs with successful online business or large companies.

Adobe Target

Adobe Target works best if you're already using Adobe Analytics. That's when Target is virtually a no-brainer.

The integration between the two tools is strong and enables bidirectional data exchange. Without Adobe Analytics, you should look for another tool.

Who is Adobe Target for?

Anyone who is already invested in the Adobe ecosystem and has an enterprise budget.

A/B testing tools for websites with WordPress

WordPress A/B testing has the advantage that the tools can be integrated directly into the dashboard. This makes setup and management easier.

• Nelio AB: Integrated directly into the WordPress dashboard, requires no technical knowledge. Enables testing of pages, headlines, menus, themes, CTAs, and widgets with unlimited experimentation. Suitable if you use WordPress and want to manage A/B testing directly from your familiar dashboard without switching between different tools.
• Thrive Optimize: WordPress-specific with Page Builder integration and no limit on the number of variations. Offers simple, clickable reports and Css testing for advanced customizations. Suitable if you already use Thrive Themes or want to test detailed WordPress page optimization with many variations.
• Split Hero: Simple WordPress plugin for small teams with a maximum of 4 variations per test, but user-friendly and focused on the essentials. Compatible with all WordPress page builders including Gutenberg. Suitable if you lead a small team, have simple A/B testing requirements and don't want to be overwhelmed by complex features.

A/B testing tools for e-commerce

E-commerce requires special testing approaches: prices, product pages, checkout flows, and personalized product recommendations. Testing them works differently than standard website testing.

E-commerce A/B testing for Shopify

• Intelligems: Test prices, themes, shipping rates, and offers. Offers 1:1 Shopify order matching and purchase type tracking for accurate sales analytics. Suitable if you want to test prices or shipping costs.
• shogun: No-code visual editor for Shopify with multivariate testing. Integrates with Shopify-compatible checkout apps, Google Analytics, Klaviyo, and Instagram. There is free access, and payment levels start at 49 USD per month. Suitable if you want to test Shopify themes and landing pages without a developer and are already using Klaviyo or other marketing tools.
• Shoplift: Direct integration with Shopify Theme Customizer. Offers automated A/B testing based on millions of e-commerce sessions for statistically relevant results Pricing starts at $74 per month after a 14-day trial period. Suitable if you want to test complete Shopify theme revisions and benefit from the eCommerce-specific data.

All-rounder A/B testing tools for e-commerce

• Dynamic Yield by Mastercard: Personalization with machine learning algorithms and real-time data. Uses user behavior and preferences for highly personalized user experiences. Since the Mastercard takeover, focused on enterprise customers. Suitable if you run a larger e-commerce company and need complex personalization across all touchpoints.
• Kameleoon: AI-based prediction of target audience targeting for e-commerce with machine learning to predict visitor behavior. Offers dynamic traffic allocation with multi-armed bandit algorithms and a drag-and-drop segment builder with 45+ criteria. Suitable if you run e-commerce with advanced AI personalization and want automatic traffic optimization during testing.

A/B testing tools for email marketing

Email A/B testing has its own rules: You usually need at least 1,000 contacts for statistically relevant results, and testing options range from subject lines to complete template variations.

All-in-one email platforms for email marketing A/B testing

• HubSpot: Integrated A/B testing for marketing emails with automatic winner selection. Requires at least 1,000 recipients for A/B testing, automatically excludes hard bounces and unsubscribers. Suitable if you're already using HubSpot CRM and want to integrate email testing into your marketing automation.

• Mailchimp: A/B testing for subject lines, sender names, content, and delivery times. Enables testing with up to 3 variations and automatically selecting the best performance based on open or click rates. Suitable if you have an established email list and want to systematically optimize various elements of your campaigns.

• Aweber: Split testing for up to 3 email variations with tests for subject lines, preview text, message content and delivery times. Offers audience segmentation and comparison of completely different emails. Suitable when you need simple email A/B testing and don't need the complexity of larger platforms.

Specialized A/B testing tools for email marketing

• Campaign Monitor: Focus on email A/B testing with detailed analysis. Suitable if email marketing is your main channel and you need deep insights into CTA performance and email optimization.

• Moosend: Email campaign management with A/B split testing for various campaign elements. Allows you to test different email variations and measure user responses. Suitable if you're looking for a cost-effective alternative to major platforms, but still need solid A/B testing features.

A/B testing tools for social media

Social media A/B testing is complex in its own way because the platforms' algorithms can significantly influence your results.

Native platform tools for social media A/B testing

• Facebook Ads Manager: Built-in A/B testing for Facebook and Instagram ads with tests for images, headlines, and call-to-action buttons. Enables various audience targeting options and automatic budget optimization for winning variations. Suitable if you run Facebook/Instagram ads and want to use the native testing features without paying for additional tools.

• X Analytics (Twitter): A/B testing features for X (Twitter) content with tests for various copy, images, or video clips. Show directly what resonates with your X-Audience. Suitable if X is an important channel for you and you want to optimize organic posts or X ads.

• LinkedIn Campaign Manager: Own analytics for LinkedIn tests with robust demographic and behavioral data, which is particularly valuable for B2B targeting and segmentation. Suitable if you're doing B2B marketing and want to use the detailed LinkedIn demographics for your test segmentation.

Alternative tools for social media A/B testing

• Hootsuite: Helps manage social media A/B testing across multiple platforms. Enables you to schedule post variations and track performance from a central dashboard. Suitable if you manage multiple social media channels and want to coordinate A/B testing centrally.

• Sprinklr: Comprehensive social media A/B testing features with native integrations to social media platforms and advanced targeting options for personalized test variations. Suitable if you run enterprise-level social media management and need complex A/B testing across all channels.

A/B testing tools for apps

In mobile app A/B testing, you test UI elements, app performance, feature rollouts, and user onboarding flows across different devices and OS versions.

• Firebase: Google's mobile development platform with A/B testing, Google analytics, prediction, and authentication. Offers both website and mobile testing with Crashlytics for performance monitoring. Suitable if you're already developing in the Google ecosystem and want to integrate A/B testing into your app development.

• Apptimize: Cross-platform tool for mobile optimization with visual editing and code blocks for Objective-C, Swift, Java, HTML5, Xamarin, and React Native. Uses randomized trial methodology for statistically significant results. Suitable if you're developing apps for multiple platforms and need both visual and code-based A/B testing.

• UXcam: Mobile analytics to support A/B testing with event analytics, session tags, and filtering for issues such as Rage Taps and Unresponsive Tap Heat maps. Enables detailed funnel analysis and manual session reviews. Suitable if you want to support A/B testing with qualitative data and need to understand why certain app variations work better.

When do I need an A/B testing tool?

A/B testing is worthwhile if you have 5,000 website visitors or 1,000 email contacts per month if you test regularly and need statistical significance. The details depend on your traffic, test frequency, and technical resources.

Traffic thresholds for A/B testing tools

Less than 1,000 visitors/month: Test manually or wait

With so little traffic, it takes months before you get statistically relevant results. Focus on generating more traffic first.

Between 1,000 and 10,000 visitors/month: The tool can be useful

This is where the testing area is created. Email tools require at least 1,000 contacts for A/B testing. For websites, you need at least 5,000 unique visitors for meaningful tests.

Over 10,000 visitors/month: tool useful and recommended

Starting with this traffic, you can test regularly and get results both quickly and reliably. On this scale, the meticulous use of A/B testing software will quickly pay off.

Use of an A/B testing tool according to your own capacities

Technical resources

Manual testing means: manually creating two versions, manually splitting traffic, manually tracking results and calculating statistical significance yourself. This is resource-intensive and prone to errors. The less time you actually have available, the sooner you should rely on a tool.

Test frequency

If you only test every few months, manual testing might be enough. If you test monthly or weekly, a tool pays for itself quickly.

Complexity of testing

Tools offer automatic statistical significance calculation, visitor distribution and result tracking. This prevents typical errors such as stopping too early or incorrect sample sizes. So the more complex your A/B tests become, the more suitable a tool is.

A/B testing as a service from Axisbits

Whichever tool you use: A/B testing always costs you time. Planning tests, evaluating results correctly and making changes are important steps that you must consciously take on. It doesn't work on the side.

If you're working on better conversion rates but are overwhelmed by the time required, we can do A/B testing and ongoing conversion rate optimization for you. You take care of your business, we'll take care of your figures. Get in touch with us with your project!

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