Top 14 Best AB Testing Tools for Driving Growth in 2023

Product analytics are crucial for understanding user behavior, conducting conversion optimization, and improving the customer experience. A/B testing tools take that to the next level by letting you test two versions of a product flow, web page, or landing page, then see how the different versions perform.

In this guide, we’ll go over the must-have features any A/B testing tool should have and walk you through 14 tools that can improve test performance in any use case!

TL;DR

• A/B testing tools should have a visual editor, segmentation capabilities, analytics dashboards, and support multiple test types.
• A/B testing tools can be used for SaaS products, web pages, and mobile apps.
• There are plenty of free A/B testing tools to choose from (or paid tools with free versions).
• Best A/B testing tools for SaaS companies: Userpilot, Amplitude, Statsig, and AB Tasty.
• Best A/B testing tools for webpages: VWO, Zoho PageSense, Optimizely, CrazyEgg, and Kameleoon.
• Best A/B testing tools for mobile apps: Omniconvert, Adobe Target, and Apptimize.
• Best free A/B testing tools: Mojito and Unleash.

Must-have features of A/B testing tools

While the feature set of testing tools will vary depending on your use case, there are a few features that are simply a must-have:

• Experiment creation/management. Testing tools should have a visual editor that makes it easy to create tests, create multiple variations, and quickly edit the design.
• Segmentation capabilities. Testing tools should have advanced user segmentation capabilities that help you target specific groups and analyze test results by segment.
• A/B testing types. Testing tools should support different types of A/B testing, such as split-testing, controlled tests, and multivariate testing.
• Analytics features. Any good testing tool should have native features for tracking conversions or measuring progress toward a specific goal. The testing tool should also have a unified analytics dashboard that displays all A/B testing metrics in one place.

If your experimentation platform has the above features, it’ll be much easier to run tests and gather statistically significant results.

Best A/B testing tools for SaaS

Let’s start things off by looking at four A/B testing tools that can be used on SaaS products. Userpilot, Amplitude, Statsig, and AB Tasty all have built-in A/B testing features that can be used as a product experimentation platform.

Userpilot

Userpilot is a digital adoption platform (DAP) aimed at mid-market SaaS businesses. Because Userpilot is a no-code solution, it doesn’t require much technical knowledge to set up and use. Furthermore, Chrome Extension’s visual editor makes editing test variations easy.

Key features

Userpilot has built-in A/B testing features that help you improve your product experience and in-app guidance. For instance, you could use Userpilot to see how effective changes to in-app flows are at getting users to perform a specific action or achieve a desired goal.

Because Userpilot is a full-suite product growth solution, you can use its A/B testing features for various purposes, such as optimizing conversion paths, driving user engagement, and improving the customer experience.

Userpilot also has expanded A/B testing/feature experimentation capabilities that have recently been released such as multivariate testing, split-testing, and head-to-head A/B tests. These new features also tie into the previous analytics update.

Pricing

Userpilot has three paid plans that start at $249/month if you pay annually or $299/month if you pay monthly. Do note that the A/B testing and product experimentation features are only available on the Growth plan or higher.

Userpilot has three paid plans to choose from:

• Starter: The entry-level Starter plan starts at $249/month and includes features like segmentation, product analytics, reporting, user engagement, NPS feedback, and customization.
• Growth: The Growth plan starts at $749/month and includes features like resource centers, advanced event-based triggers, unlimited feature tagging, AI-powered content localization, EU hosting options, and a dedicated customer success manager.
• Enterprise: The Enterprise plan uses custom pricing and includes all the features from Starter + Growth plus custom roles/permissions, access to premium integrations, priority support, custom contract, SLA, SAML SSO, activity logs, security audit, and compliance (SOC 2/GDPR).

Best for: Mid-market SaaS companies.

Amplitude

Amplitude is a product analytics and event-tracking platform aimed at SaaS companies who want detailed usage data. The solution is very easy to use (especially for experienced product teams) and offers various levels of analytics reporting depending on which plan you get.

Key features

While Amplitude is primarily an analytics and insights solution, it does have built-in A/B testing features.

Amplitude’s product experimentation capabilities let you run tests to improve onboarding, reduce friction, launch new features, and more. You’ll then be able to see how these product experiments affect your key performance indicators (KPIs) to measure their full impact.

On the other hand, its progressive feature delivery capabilities help you plan upcoming features, stage them for your beta testers, show them to a fraction of your user base, or even target specific segments with them. This will help you gauge how your audience responds to new features before a full launch.

Lastly, the in-app (or in-product, as Amplitude calls it) experiences can be used to deploy, adapt, and compare flows for your users. Amplitude lets you use any tracked event as an experiment metric to ensure that you’re getting the most relevant (and actionable) feedback from your A/B testing.

Pricing

Amplitude has one free plan and two paid plans that cost $995/month to $2,000+/month. Amplitude also has programs for startups with less than $5M in funding and fewer employees OR startups with a black co-founder, less than $30M in funding, and fewer than 150 employees.

Here’s an overview of Amplitude’s pricing tiers:

• Starter. Up to 100,000 monthly tracked users (MTUs)with collaboration capabilities, data planning tools, and unlimited data sources/destinations.
• Growth. Starts at $995/month with behavioral analytics/cohorts, single sign-on (SSO), and onboarding support from the customer success team.
• Enterprise. Starts at $2,000/month with data governance, root cause analysis, real-time monitoring, causal insights, and a customer success manager.

Best for: Data analysts.

Statsig

Statsig is a feature management and experimentation platform aimed at product teams who want to increase their experimentation velocity. The solution makes it easy for team members to create, iterate, and collaborate during the A/B testing process.

Key features

Statsig’s A/B testing tool lets you create multiple variants within a single experiment, select the metrics you’ll use to prove your hypothesis and exclude users who are already participating in other experiments to avoid overlap.

Statsig also lets you choose between user-level experiments and device-level experiments. User-level experiments randomize users (based on their user ID) and then expose them to different A/B testing variants.

Device-level experiments are useful when you’re unable to use a user’s identity or ID to randomize the participants in your experiment. To create a device-level experiment, simply select the stable ID option when creating the experiment in your Statsig console.

Pricing

Statsig has one free plan and three paid plans. Of the four plans offered, three are cloud-hosted, while the fourth (Statsig Warehouse) is an on-site deployment with unlimited team seats. Paid plans start at $150/month with custom annual pricing for the higher tiers.

Here’s an overview of Statsig’s pricing tiers:

• Developer. Free version with unlimited team seats and feature flags, A/B/n testing, user targeting, device targeting, cross-team collaboration, and more.
• Pro. Starts at $150/month and includes advanced analytics, rollout alerts, user reviews, multi-armed bandit tests, data warehouse imports, and more.
• Enterprise. Uses custom annual pricing and includes API exporting, single sign-on (SSO), priority support, HIPAA-eligibility, and more.
• Warehouse Native. On-site deployment option with usage-based annual pricing and unlimited team seats. Includes SLA, SSO, and HIPAA-eligibility.

Best for: High-velocity experimentation.

AB Tasty

AB Tasty is an AI-powered experimentation platform aimed at marketing, product, and engineering teams that want to build better experiences. Its drag-and-drop editor lets you create web/feature experiments without needing to use a code editor or integrate custom programming.

Key features

AB Tasty’s AI capabilities and customer data platform (CDP) integrations help you target specific segments of your website visitors. You can use the pre-configured templates or create segments from scratch to ensure that split-tests reach the right users.

The visual editor lets you add blocks, call-to-action buttons, and popups that maximize user engagement during tests. You can also use AB Tasty to track interactions (such as clicks or hovers), add third-party widgets to experiments, or insert custom scripts when needed.

AB Tasty also has server-side testing that lets you test two versions of the user interface or experience and see which one your customers prefer. AB Tasty’s “1 visitor 1 experiment” feature also ensures that server-side tests won’t overlap even if you have multiple experiments targeting the same page/segment.

Lastly, AB Tasty helps you maintain an intuitive user interface through its experience continuity function. This ensures that all visitors, users, and customers see the same variation of each page from the start to the end of their journey.

Pricing

AB Tasty prices the product on a quote-based model which means there are no publicly listed prices or plans on its website. That said, the final price of your subscription will likely depend on your use case, experiment volume, and the features that you need.

Best for: AI-powered experimentation.

Best AB testing tools for web pages

A large part of web experimentation is A/B testing multiple pages with the goal of conversion rate optimization or extracting insights of statistical significance. Finding a user-friendly A/B testing tool for web pages won’t be too difficult if you consider the five options below.

VWO

VWO is an A/B testing tool that helps product managers with experimentation, website optimization, and conversion rate optimization (CRO). VWO is aimed at businesses of all sizes since it has a free version, pay-per-need plans, and enterprise subscriptions for larger organizations.

Key features

VWO makes website optimization and A/B testing easy with its no-code editor. All you have to do to start A/B testing is specify the hypothesis, select the pages to experiment on, and target the appropriate visitor segments for the test.

You can then create variations using the visual editor to edit text, swap out images/videos, remove/hide elements, edit iframe content, modify HTML code, and more. You’ll also be able to add, then track goals like page visits, form submissions, link/element clicks, revenue, and custom conversion criteria.

VWO even lets you run server-side tests and integrate with Google Analytics 4 to measure the impact of experiments. Before integrating VWO with Google Analytics 4, you’ll need to first ensure that the Google Analytics code has already been installed on your website.

Pricing

VWO has one free plan and three paid plans. Its paid plans start at $160/month for 10,000 monthly tracked users (MTUs) on the Growth tier, while the Enterprise tier can cost upward of $8,000/month if you have five million MTUs. All plans are billed annually (with a discount for Google Optimize customers).

Here’s an overview of VWO’s pricing tiers:

• Starter. Free version that includes A/B testing, mobile website testing, unlimited concurrent experiments, bandit tests, visual editor, and more.
• Growth. Starts at $160/month and includes unlimited goals, unlimited variations, advanced targeting capabilities, chat support, add-ons, and more.
• Pro. Starts at $384/month and includes features like multivariate testing, multi-device campaigns, cross-domain campaigns, phone support, and more.
• Enterprise. Starts at $854/month and includes self-hosting, IP/behavior targeting, API access, single sign-on (SSO), and a dedicated account manager.

Best for: Former Google Optimize customers.

Zoho PageSense

Zoho PageSense is a conversion optimization and personalization platform aimed at companies that need a full-stack user interaction solution.

Key features

As the name implies, can be used for A/B testing landing pages through its no-code editor. The visual editor makes A/B testing easy to set up, execute, and review. You’ll also be able to track a myriad of goal types, such as pageviews, link/element clicks, revenue, time on page, custom events, and more.

It also has advanced targeting settings that let you set the percentage of visitors that will be targeted in the experiment, segment by traffic source, and target users based on their device type:

Alternatively, you can split-test two pages with different URLs to gauge the impact of larger changes. Zoho PageSense’s analytics dashboards show you the engagement, conversion rate, time on page, and other metrics for the original page versus the variation to help you pick a winner.

Pricing

Zoho PageSense offers three paid plans and doesn’t have a free version. Of its three paid plans, only one includes A/B testing — the Optimize tier, which starts at $49/month (or $30/month if you pay annually). All tiers are discounted by 40% when you pay annually.

Here’s an overview of Zoho PageSense’s pricing tiers:

• Analyze. Starts at $12/month for 10,000 monthly visitors and includes web analytics, funnels, heatmaps, recordings, and six-month data retention.
• Engage. Starts at $18/month and includes polls, push notifications, popups, banners, up to three projects, and six-month data retention.
• Optimize. Starts at $49/month and includes A/B testing, split-testing, personalization features, up to 10 projects, and 12-month data retention.

Best for: Early-stage startups looking for affordable solutions.

Optimizely

Optimizely is a digital experience platform aimed at companies that need a combination of A/B testing, website personalization, and data integrations.

Key features

Optimizely is a full-stack experimentation platform that lets you conduct experiments using its visual editor. A/B testing, multivariate testing, and funnel testing are all supported. You also have custom code options in the form of HTML and JavaScript inserts.

Setting up tests with Optimizely comes down to configuring where the experiment will run, editing your site with the visual editor to create variations, adjusting the audience settings, allocating traffic to each variation, selecting the metrics, and publishing the experiment to gather results.

Optimizely’s visual editor lets you add/edit/rearrange page elements, add images, and redirect users to a different URL. The visual editor is also able to edit interactive elements on your website or add pages to multi-page experiments.

Pricing

Optimizely is priced on a quote-based model and offers multiple plans for each use case.

Best for: Teams with a specific, narrow use case.

CrazyEgg

CrazyEgg is a website analytics and optimization platform with support for A/B testing and heatmaps.

Key features

The CrazyEgg feature set supports both traditional A/B tests that split traffic between variants and multi-armed bandit experiments that double down on the best performing versions as the experiment goes on.

CrazyEgg automatically conducts a statistical analysis to measure the improvement of the test variant versus the control. The results dashboard will also show you the percentage of traffic that saw the test, how many visitors versus conversions there were, and the overall conversion rate for both versions.

In addition to CrazyEgg’s quantitative data, it also has qualitative tools such as surveys. These include multiple choice questions, direct feedback forms, and NPS surveys that can help you measure the impact of experiments on your Net Promoter Score.

Pricing

CrazyEgg has five paid plans (ranging between $29/month to $249/month) and doesn’t have a free version. All plans are billed annually, and the Enterprise tier lets you request a personalized demo, then build a custom plan based on the features you need.

Here’s an overview of CrazyEgg’s pricing tiers:

• Basic. Costs $29/month for 30,000 monthly pageviews and includes unlimited websites/surveys plus A/B testing with a three-month data retention period.
• Standard. Costs $49/month and increases the monthly pageview capacity to 75,000, extends the data retention to one year, and supports 500 recordings.
• Plus. Costs $99/month and increases the monthly pageview capacity to 150,000, extends the data retention to two years, and offers priority support.
• Pro. Costs $249/month and increases the monthly pageview capacity to 500,000, includes priority support, and supports 5,000 recordings per month.
• Enterprise. Uses a quote-based pricing and includes unlimited pageviews, unlimited recordings, single sign-on (SSO), and onboarding/training.

Best for: Combining qualitative feedback and quantitative data.

Kameleoon

Kameleoon is an A/B testing and AI-powered personalization platform aimed at brands trying to optimize their digital experience.

Key features

Kameleoon makes client-side testing easy with its smart editor that lets you edit text, colors, elements, and more without writing a single line of code. Those with coding experience can even use JavaScript and/or CSS code to further customize variations.

Kameleoon’s proprietary technology is also capable of delivering higher loads during client-side testing while maintaining twice the speed of its competitors. In addition to A/B testing, Kameleoon offers unlimited multivariate testing capabilities on both desktop and mobile platforms.

When it comes to segmentation, Kameleoon has over 45 types of segmentation criteria built-in and can also pull information from your customer data platform (CDP) through third-party integrations. Finally, there are seven different goals that you can choose between for your experiments:

• Click tracking
• Scroll tracking
• Pageviews
• Number of pages viewed
• Time spent on page
• Retention rate
• Custom goal (you’ll need to edit the source code of your page to track custom goals)

Pricing

Kameleoon is priced on a quote-based model.

Best for: Segmentation and goal tracking.

Best A/B testing tools for mobile apps

With mobile devices accounting for more than half of global traffic, it should come as no surprise that developers are now looking for A/B testing tools that work on mobile apps too. Let’s take a look at three popular A/B testing tools that can be used for mobile testing!

Omniconvert

Omniconvert is a marketing optimization tool that helps non-technical users with A/B testing and post-test analysis. It helps customers design complex tests and review analytics with its user-friendly interface. It can also run experiments on different versions of the same website (e.g. mobile versus desktop).

Key features

Omniconvert’s split-URL testing lets you create variants with different elements and test that against the current landing page to see how visitor behavior changes. The advanced targeting settings let you enter the URL of the new landing page variant then automatically redirect targeted visitors or users.

You can also adjust the traffic allocation slider to set the percentage (from 0% to 100%) of visitors that you’d like to include in the experiment. You can even set specific goals like sales, engagement, or bounce rate and edit the goal timeout settings to accurately measure results.

Omniconvert also lets you analyze user behavior in other areas of your app beyond landing pages. This could include conversion optimization for dynamic shopping carts or other areas in need of A/B testing. All experiments let you target a specific segment and page.

If you want to run the experiment on multiple pages, then just use the “URL starts with” or “page contains keyword” rules. These let you set the conditions for which pages the experiment should appear on.

Pricing

Omniconvert has two paid plans that start at $273/month when billed annually. However, pricing scales with the number of monthly pageviews, so larger companies with millions of website visitors could end up paying over $10,000/month for their subscription.

Here’s an overview of Omniconvert’s pricing tiers:

• Platform. Starts at $273/month billed annually (or $390/month if you pay monthly) and includes A/B/n tests, surveys, multi-device testing, and more.
• Enterprise. Priced on a quote basis and includes a dedicated account manager, data auditing, testing roadmaps, real-time reporting, and more.

Best for: Mobile split-testing and behavioral tracking.

Adobe Target

Adobe Target is an AI-powered testing tool that offers A/B testing and multivariate testing on an omnichannel scale. Its artificial intelligence and machine learning algorithms let you personalize multivariate tests with a single click to eliminate the technical barrier to A/B testing.

Key features

Adobe Target generates cross-channel profiles for each user to ensure that A/B testing, server-side testing, and multivariate testing are all consistent regardless of the testing platform (mobile or desktop) the user is on.

This ensures that statistical analysis won’t be skewed when A/B testing changes on users across both platforms. Cross-channel profiles can also help you spot patterns in user behavior that, despite their statistical significance, may have slipped through the cracks of other testing tools.

Adobe Target also has rules-based and AI-powered personalization that helps you tailor tests to different users or segments. Manually set up personalization using the operating system, screen size, orientation, geolocation, touchscreen capabilities, or behavior patterns of your mobile users.

Alternatively, use the machine learning algorithms powered by Adobe Sensei to automatically personalize mobile experiences. Either way, you’ll be able to collect quantitative and qualitative data from all your users, no matter which device they’re currently using.

Pricing

Adobe prices the Adobe Target solution on a quote-based model, which means there are no publicly listed prices or plans on its website. You’ll need to enter your country, department, and primary use case in the request form to get a custom pricing quote for Adobe Target.

Best for: Cross-channel experimentation.

Apptimize

Apptimize is an A/B testing and release management platform aimed at businesses of all sizes. Unfortunately, its free version and entry-level paid plan only provide access to feature flagging. You’ll need to upgrade to the Enterprise plan to use Apptimize’s A/B experimentation capabilities.

Key features

Apptimize isn’t the most user-friendly option since some features can only be used through the coding editor — but you also have the option of running no-code visual experiments mobile apps on Android and iOS.

The coding-based testing platform lets you add code blocks that implement changes to your app. However, Apptimize’s code blocks only work if you create a named section of code for every variant and/or experiment.

Visual experiments, on the other hand, let you make real-time changes to the mobile app without writing code. For instance, you could edit the text, images, or colors in your mobile app’s interface or toggle between release versions without needing to redeploy.

Dynamic variable experiments let you change any app variable (that you’ve previously tagged) through the Apptimize dashboard. This makes it possible to experiment with variables (such as images, layout, or other settings) across multiple release versions.

Pricing

Apptimize offers one free plan and two paid plans. Both of its paid plans operate on a quote-based pricing model with no prices listed on the website. Users who sign up for the free version will get a 30-day full-feature trial so they can test the capabilities of the Advanced and Enterprise plans.

Here’s an Overview of Apptimize’s pricing tiers:

• Standard. Free version that includes release management capabilities, up to five feature flags active at a time, data exporting, and onboarding support.
• Advanced. Uses custom pricing and includes unlimited feature flags, segmentation/targeting, admin controls, and automatic event importing.
• Enterprise. The only plan with A/B testing tools. Also includes experimentation, instant updates, and a unified results dashboard.

Best for: No-code Android and iOS experiments.

Best free AB testing tools

With Google Optimize being discontinued, many product teams are looking for free tools that can conduct both client and server-side testing. Fortunately, there are a couple of solid Google Optimize alternatives to consider!

Mojito

Mojito is an open-source split-testing stack optimized for both speed and security.

Key features

Mojito isn’t a no-code solution, so you’ll need basic knowledge of JavaScript or YAML to run experiments. Mojito also lacks a WYSIWYG editor, which could lead to some frustration when creating test variants. Still, it does offer full data ownership (which you rarely find in a modern tech stack).

To use Mojito, you’ll need to set up three different components: Mojito JS Delivery, Mojito Snowplow Storage, and Mojito R Analytics. JS Delivery makes sure users see the right experiments, Snowplow Storage handles data collection/modeling, and R Analytics takes care of metric reporting.

While Mojito doesn’t have a built-in analytics dashboard, it does let you build custom HTML reports from the metrics in your data warehouse. Because Mojito is served from your domain and uses up fewer resources than a SaaS tool, it can actually speed up page load times too.

Pricing

Mojito is free to use and lets you self-host experiments, unlike other server-side testing tools.

Best for: Self-hosted experiments and page load speeds.

Unleash

Unleash is an open-source feature flagging solution aimed at developers, small teams, and enterprise organizations.

Key features

Unleash is a pretty powerful tool for developers despite being free and self-hosted. Other tools are more expensive because Unleash only charges you for its cloud-hosted plans but offers the self-hosted version for free.

Unleash’s feature toggles are the main mechanism for A/B testing. Experiment toggles let you run experiments and collect data to measure their impact. Sadly, tracking impression data will require some coding knowledge and API usage.

A/B tests also won’t be as robust as the multivariate tests Google Optimize users have grown accustomed to. If you do manage to get tests and impression tracking set up, you’ll be able to stream results data to a third-party analytics provider like Google Analytics.

Pricing

Unleash has a free version and two paid plans. All Unleash plans accommodate unlimited monthly active users (MAUs) and offer unlimited feature flagging. The free version is self-hosted, the Pro plan is cloud-hosted, and the Enterprise tier lets you choose between the two deployment options.

Here’s an overview of Unleash’s pricing tiers:

• Open Source. Free version for developers who self-host all their experiments (since cloud-hosting is only provided on Unleash’s paid subscriptions).
• Pro. Starts at $80/month for five team members. The plan can be expanded to accommodate up to 20 seats but this cost an extra $15/month for each seat.
• Enterprise. Priced on a quote basis and offers both cloud-hosted and self-hosted options. Also includes custom roles and private instance deployment.

Best for: Developers.

Conclusion

As you can see, A/B testing helps you make data-driven decisions and optimize the customer experience by iterating on different variations. If you’re ready to start A/B testing and acting on test results, then it’s time to get your free Userpilot demo today!