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Mike Jackowski Updated: 24 Feb 2023 4 min to read

Best A/B Testing Tools – TOP 5 Software & Platforms

If you’re not A/B testing your content, you’re literally letting your money go out of the window. The only way to truly review and improve your conversion funnel is through A/B testing.
  • We will introduce the definition of A/B testing and how you can use it.
  • Our favourite five A/B testing tools and why we like them. 

Therefore, irrespective if you’re designing a new website from scratch or trying to optimize your current one, the best way to validate your ideas is through A/B testing. 

Today we’re going to help you choose the best A/B testing tool. 


What is A/B testing, and when to use it?

A/B testing, also known as split testing or bucket testing, compares two versions of a web/product page or app against each other to determine the best performing one.

A/B testing can bring you significant benefits like improved conversion rate, enhanced user experience and reduced bounce rate, all of which should translate into higher profit!

Split testing is essential in e-commerce due to product abundance, variety and constant pressure on achieving high sales volume. Conducing bucket tests can help with improving the shopping experience. Happy customers translate into more clicks, more conversions, more revenue and of course, greater customer loyalty.

On the other hand, poor website design will harm conversion and result in low sales.

What can you A/B test?

  • Website copy – do you have 2 versions of your product pitch, but you’re unsure which one will resonate with your audience better? Run an A/B test and let your prospects or customers decide for you.
  • Website architecture – some web sections, like social proof, is essential for high conversion. Ensure that you place them where visitors can easily find them.
  • Website design – you can test your CTA buttons to determine the best colour and the most persuasive copy.


What are the five best A/B testing tools? Choose the right platform.

There are many A/B testing tools to select from. Here are our favourites.


Wouldn’t you want to be among the most reputable companies using Optimizely? The reason for this is their high A/B and multipage experimentation tool, which enables you to run several experiments on one page concurrently. This helps with testing multiple variables of your web design.




Optimizely is one of the most affordable A/B testing tools with an excellent reputation for enterprise marketing, product, and engineering teams. It is simple but compelling. Being one of the industry’s leading CRO platforms, Optimizely does not only offer A/B testing but also optimizes your conversion rate. 

Optimizely provides you with a variety of products. Optimizely Web offers A/B testing and other essential features for web pages optimization. With the Optimizely X Personalization feature, you can personalize messages you want to deliver to various audience segments.

You don’t need any development skills to implement Optimizely.



“40% of Leading Interbrand Companies Use Optimizely” | Source: https://www.optimizely.com/


Landing pages are critical when it comes to maximizing conversions. While Unbounce might not be as feature-rich as other A/B testing tools when it comes to landing page testing, it’s amazing. It’s one of the most popular landing page builders.

Landing pages can be easily built without any coding skills, which is a massive time saver! You can create as many page variants as you feel like. Just copy the primary version and incorporate any desired changes. You can choose how long you want the A/B test to run and how frequently each page variant should be shown to visitors. 


Create amazing landing pages, popups, sticky bars with Unbounce’s drag-and-drop builder.


Besides being the leading customer engagement automation platform, Kissmetrics is one of the best A/B testing tools. You can choose to integrate it with other platforms or use it on its own with its pre-existing code.

Once you download the free kit, you will have everything you need to do A/B testing. The kit provides you with an A/B test tracking template, how-to instructions, and, most importantly, a statistical significance calculator for analysis of various tests. Whether there are wins, losses, or inconclusive tests, this tool will help you track them.



Kissmetrics can help you turn insights into sales.


Kissmetrics is ideal for those businesses that are starting up with A/B testing and those looking for ways of monitoring and seeing their tests.

Google Optimize

Google Analytics and Google Optimize provide you with the best data collection and A/B testing measures around. You can also get everything you want for free. Big enterprise brands always prefer to sign up for Analytics 360 suite, which also has Optimize 360. It’s incredible how much you can do with the free versions of these tools. 

With the features that Google Optimize provides, things you can do are limitless. They have massive A/B testing capabilities. You might need to ask a developer to set it up for you.  

The downside of this A/B testing tool is that it’s more technical compared to other tools. If you want a more straightforward A/B testing solution, it’s better to consider other tools from our list.



With Google Optimize, you get a lot of functionality completely for free.


VWO is quite similar to Optimizely, with a few differences. VWO is Optimizely’s primary competitor. These two A/B testing tools have the same features. Optimizely has a dedicated mobile testing tool that you must pay for, while VWO enables you to get feedback from users for free. 

VWO has a straightforward pricing model, as well as a more straightforward structure. Do you want the most uncomplicated A/B testing and conversion optimization solution? Well, Optimizely offers you some vital features which you can’t find in VWO. However, you can’t beat VWO when it comes to A/B testing and conversion optimization.


With VWO, you get an all-in-one connected conversion optimization platform.


The best A/B testing software – final thoughts 

We have seen some of the most powerful A/B testing tools that would sort out your issues. All the platforms we have covered are great, but the right choice for you would depend on the specific needs. 

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We hope we’ve helped you select the right A/B testing tool for you. If you have any questions, don’t hesitate to contact us. Good luck with your A/B experiments!

Mike Jackowski

Operating Brother



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