Best A/B Testing Resources and Tools in 2024
Looking for the best A/B testing resources to power up your strategy?
Then you are in the right place. In this comprehensive guide, we’ve compiled different courses, blogs, and tools that will help you run experiments and drive product growth.
Let’s dive right in!
TL;DR
- A/B testing is a research method that involves comparing two versions of a marketing asset to determine which one performs better.
- Some of the things to look for in A/B testing tools include advanced segmentation, different types of tests, an intuitive interface, and integrations with other tools.
- Best A/B testing resources include Microsoft’s Practical Guide to Controlled Experiments on the Web, HubSpot and VWO’s 8-Week CRO Planner, and the interactive “Guess The Test” platform.
Here are some of the best A/B testing resources and tools to help you optimize conversion:
- Userpilot: Userpilot is a product growth platform with a no-code test builder, real-time reporting, and advanced targeting settings.
- Mutiny: Mutiny uses AI to personalize user experiences, enhance audience targeting, and build precise A/B tests to increase conversions.
- Optimizely: Optimizely provides omnichannel experimentation, AI-powered insights, and accelerated testing methods for large enterprises.
- Unbounce: Unbounce is a landing page builder and conversion optimization tool with flexible A/B testing, drag-and-drop customization, and multiple integration options.
- Google Optimize: Google Optimize offers features like A/B testing, multivariate testing, and split URL testing to optimize web content.
- ActiveCampaign: ActiveCampaign is an email marketing automation platform that enables split testing, goal tracking, and attribution reporting.
Userpilot’s comprehensive A/B testing features can help you drive product growth and improve conversion. Book a demo today to learn how!
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What is A/B testing?
A/B testing is a user research method that compares two versions of something to determine the better-performing variation.
By identifying and implementing the better-performing version for the rest of their user base, businesses can enhance user experience.
What to look for in an A/B testing tool?
Before we dive into the best A/B testing tools, let us examine the five main criteria for picking a tool.
- Different types of tests: The tool should support different experimentation types, such as split tests, multi-page testing, etc.
- Advanced segmentation: Opt for an A/B testing tool with segmentation capabilities so you can tailor your content based on specific user segments.
- Intuitive interface: While searching for a tool that has all the features you need, make sure you consider how easily they’ll navigate the tool.
- Data gathering and analysis: Basing your decisions on accurate data will help you continuously update your strategy to satisfy the needs of your customers, so make sure you select one that gives you all the data for that.
- Integrations with other tools: Most businesses today use multiple tools to aid their growth. Ensure the A/B testing tool you choose integrates with your existing tools for seamless data flow.
10 Best A/B and multivariate testing tools for optimizing conversions
Now let’s explore some leading A/B testing tools and their unique functionalities.
1. Userpilot
Userpilot is an all-in-one product platform with engagement, product analytics, and feedback management features that help product managers boost growth metrics.
Key features
- No-code A/B test builder: Userpilot’s A/B test builder does not require technical expertise. With just a few clicks, you can create tests and launch them from your dashboard.
- Run three types of tests in your product: Userpilot lets you conduct controlled A/B testing that compares a variant with a control group. You can also run head-to-head A/B testing that compares two variants against each other and multivariate tests that let you compare multiple variations to a control group.
- Advanced A/B test settings: With Userpilot, you can set specific goals for each test and track relevant A/B testing metrics. Other advanced features include conditions and AI content localization.
- Real-time reporting: Gain immediate insights into your test’s performance through live updates and visual data analysis. This feature also allows you to easily compare the results of different test variations and make data-driven decisions.
Pricing
Userpilot has three pricing plans designed to help product teams achieve their growth goals:
- Starter: Starting at $249/month, this plan includes features like limited product analytics, reporting, targeting, and customization, and allows up to 2,000 monthly active users.
- Growth: The Growth plan starts at $749/month and includes everything in the Starter plan plus features like unlimited product analytics and advanced event-based content triggering.
- Enterprise: This is a custom plan that is provided based on the needs of the business involved. Some of its features include premium integrations, SAML SSO & activity logs, and priority support.
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2. VWO
VWO is a comprehensive experimentation platform with loads of features that cater to businesses of different sizes.
Key features
- Visual editor: VWO’s WYSIWYG drag-and-drop editor simplifies the process of setting up A/B tests. All you have to do is state your hypothesis, specify relevant web pages, and select the right audience segment for the experiment.
- Server-side testing. With VWO, you can employ server-side testing to test out upcoming features without disturbing the customer experience. Conduct analysis like aesthetic visual analysis (AVA) or try out different indexing methods that optimize your product.
- Split URL testing. Split your traffic into two different URLs with customized landing pages for each one. Customize between a single landing page or multiple page flows, different elements on the web page, or slight changes of the same page — then measure which URL received more converted website visitors.
Pricing
VWO has a free Starter plan for businesses that want to get started on their user behavior analytics journey.
There are also three pricing plans for businesses that want more out of their analytics:
- Growth: Starting at $353/month, the Growth plan includes features like A/B test variation heatmaps, share heatmaps, and recordings.
- Pro: The Pro plan starts at $813/month and includes everything in the Growth plan, plus features like insights dashboard, download heatmaps and recordings, and scrollmaps.
- Enterprise: This plan starts at $1423/month and includes everything in the Pro plan, as well as features like survey recordings, custom survey triggers, and complex targeting and reporting.
3. Mutiny
Mutiny uses artificial intelligence to personalize the website experience for visitors, aiming to increase sales and convert more leads.
Key features
- Audience targeting. Build your A/B tests to run for all traffic or different user segments. Target with precision by using information from your data connections, AND/OR groups, and traffic allocation.
- AI-enhanced test builder. Mutiny’s AI helps craft new ideas for your A/B tests. With content suggestions, Mutiny’s AI can make edits for your landing page variant that can still be edited. Paired with Mutiny’s user-friendly visual editor, building landing pages for tests is made easy and precise.
- Personalization. Mutiny can spot high-performing segments from your A/B test results and personalize your product around their preferences. Design around your high-prospect segment and see a marked increase in your conversion rates.
Pricing of Mutiny
Mutiny does not show its pricing plans on its website. Instead, you can book a demo to test all of its features.
4. Omniconvert
Omniconvert is a conversion rate optimization platform specifically designed for website and landing page optimization.
Key features
- Stacked tests. First, you can enact split testing to create different landing pages. Once the results are in, rather than implementing the changes from the A/B test, you start a new test using the successful variant as the control.
- Advanced reports. Publish your findings using Omniconvert’s advanced reports and use the results to inform your next A/B test. Create graphic representations of your data and make informed decisions that help increase conversion rates.
- Sophisticated segmentation capabilities: There are over 40 segmentation parameters, enabling you to get insights into your visitors’ demographics, browsing history, and product views and allowing you to provide a personalized customer experience to improve the conversion rate.
Pricing
Omniconvert has two pricing tiers:
- Platform: Starting at $272/month, the Platform plan includes A/B testing, multi-device website testing, and advanced tracking and reporting.
- Enterprise: This is available based on the specific needs of the business. Some of its features include A/B testing, real-time reporting, and surveys.
5. Optimizely
Optimizely is a leading experimentation platform designed to help businesses deliver optimized digital experiences. It’s designed specifically for big businesses and enterprises.
Key features
- Omnichannel experimentation: Optimizely offers a full suite of A/B testing features across multiple channels, including websites, mobile apps, and others.
- MAB + Stats accelerator: The Multi-armed bandit (MAB) or stats accelerator can be enabled during your A/B test to maximize yield or minimize time respectively when running your experiments. Instead of waiting for weeks to get results with statistical significance, Optimizely can deliver within a few days.
- AI-powered insights: You get real-time AI-generated insights based on A/B test results.
Pricing
Optimizely’s experimentation platform, along with its other tools, employs a custom pricing model.
6. Unbounce
Unbounce is a landing page builder and conversion optimization tool for businesses of all sizes.
Key features
- A/B testing: Unbounce lets you create, launch, and analyze experiments for popups, landing pages, and sticky bars. You can manually split traffic across different page variants however you like, whether it’s 50/50, 60/40, or 10/90.
- Landing page builder: Unbounce has a drag-and-drop feature that lets you add, remove, or customize elements of a landing page. Once you identify your most successful landing pages, you can duplicate them for new marketing campaigns.
- Integrations: Unbounce integrates with Google Analytics, Zapier, Webhook, and other integrations that can help you automate tasks and save time.
Pricing
Unbounce has four pricing tiers to help businesses grow:
- Build: Starting at $99/month, this plan includes features like a landing page builder, unlimited conversions, and over 1,000 integrations.
- Experiment: This plan starts at $149/month and includes an A/B testing tool, unlimited A/B tests, and page variants, and allows up to three users.
- Optimize: Starting at $249/month, this plan includes an A/B testing tool, unlimited A/B tests, and page variants, and allows up to five users.
- Concierge: Starting at $649/month, this plan includes everything in the Optimize plan, as well as access to implementation services, a dedicated customer success manager, and allows up to 15 users.
7. Google Optimize
Google Optimize is a split-testing tool from Google that allows businesses to experiment with different ways of content delivery.
Key features
- A/B testing: Google Optimize lets you compare two versions of a web page to see the better-performing one. There is also a visual editor that allows you to make changes to your web pages without coding.
- Multivariate testing: You can test multiple elements of a web page to determine how the combinations affect user behavior.
- Split URL testing: You can direct a percentage of your website visitors to different URLs to measure their effectiveness.
Pricing
Google Optimize is available in two versions:
- Free version: The free Google Optimize version includes features like A/B testing, multivariate testing, split URL testing, and targeting options.
- Paid version: Known as Google Optimize 360, this plan includes features like increased experiment bandwidth, advanced audience targeting, and enhanced analytics and reporting. For current pricing, contact Google Sales directly.
8. ActiveCampaign
ActiveCampaign is an email marketing automation platform that helps run and optimize email marketing campaigns.
Key features
- Split testing: Test multiple elements in your email marketing campaign, such as email subject lines, content, information, images, and CTA buttons.
- Goal tracking: Set up conversion goals and track the performance of your email campaigns to measure their impact on revenue.
Pricing
ActiveCampaign has four pricing plans:
- Starter: Starting at $15/month, this plan includes features like A/B testing for emails, limited segmentation, and marketing CRM.
- Plus: The Plus plan starts at $49/month and includes all the features in the Starter plan. It also includes basic segmentation, an add-on for enhanced CRM, and basic reporting and analytics features.
- Pro: This plan starts at $79/month and includes all the features in the Plus plan. It also includes advanced reporting and analytics, and advanced segmentation.
- Enterprise: This plan starts at $145/month. Some of its features include premium segmentation, custom objects, and premium reporting and analytics.
9. Statsig
Statsig is an experimentation platform that helps product teams use data to develop better products.
The platform helps businesses uncover the true impact of their products and make necessary improvements for customers.
Key features
- Integrated session replay: Statsig integrates its session replay feature with A/B tests, helping you understand why one variant performed better than another.
- Statistical significance calculation: Statsig automatically calculates the statistical significance of the results, helping users understand whether the observed differences between test groups are meaningful or due to random chance.
- Scalability: Designed to handle large-scale experiments, Statsig can support tests involving millions of users.
Pricing
Statsig has a free plan and three pricing tiers:
- Developer: This is a free plan and its features include unlimited feature flags, A/B/n experiments, and user targeting.
- Pro: Starting at $150/month, the Pro plan includes everything in the Developer plan plus advanced analytics and unlimited custom environments.
- Enterprise: The Enterprise plan has custom annual pricing and includes everything in the Pro plan. It also includes warehouse imports, outgoing data integrations, and priority support.
10. Apptimize
Apptimize is a user experience solution that helps businesses optimize the different touchpoints to ensure a consistent user experience.
The platform’s code editor also supports programming languages like Java and Objective-C, and its experimentation methods ensure you achieve results with statistical significance.
Key features.
- Cross-platform experimentation: Apptimize lets you test how mobile, server-side, and web change on any platform to determine the impact of the changes across all platforms. For instance, you can see how visitor behavior on the mobile affects the web or how server-side changes impact the mobile experience.
- Real-Time updates: The platform enables real-time updates to experiments, allowing changes to be made instantly without requiring app store updates. This is particularly useful for mobile app testing.
Pricing
Apptimize has three A/B testing plans:
- Standard feature flags: This 30-day free trial plan includes free feature flags, targeting and segmentation, and data export via API.
- Advanced feature flags: This plan includes unlimited feature flags, targeting and segmentation, and full data export capabilities. Contact Apptimize support to get a price quote.
- Enterprise A/B experiments + feature flags: This plan includes everything in the advanced plan, as well as cross-platform A/B experiments, results dashboard, and instant updates. Contact Apptimize support to get a price quote.
Best A/B testing resources to learn from
There is a wealth of resources on A/B testing, from courses to academic papers and blog posts. However, it can be overwhelming for beginners to know where to start.
We’ve put together the best A/B testing resources to help you get up and running and avoid A/B testing mistakes.
- The Complete Guide To A/B Testing: This ultimate guide by the leading A/B testing platform VWO covers all you need to know about A/B testing, including how to test, what to test, examples, and common pitfalls to avoid. It also has a free downloadable calendar template to help you through the testing process.
- Practical Guide To Controlled Experiments on the Web: Designed by Microsoft and published by Stanford, this report shares key lessons to help you run reliable controlled experiments.
- 8-Week CRO Planner: Created as a result of collaboration between HubSpot and VWO, this ebook is designed to help you manage A/B tests and improve conversion within 60 days.
- Guess the Test: This popular digital marketing asset gamifies its case studies to allow users to guess which A/B test they think won. Then, they can see the actual results, understand the why behind them, and apply the knowledge to their work.
Conclusion
So, there you go: the best A/B testing resources and tools. Based on the features discussed above, you can choose the tool that best suits your needs, budget, and experience level.
Userpilot is packed with features to help you kickstart your A/B testing journey and increase your customer retention rates. Book a Userpilot demo today to learn more!
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