• HOME
  • CATEGORIES

    • CATEGORIES

    • Application Development

      • Observability Platforms
      • Integrated Development Environment (IDE) Software
      • Enterprise Agile Planning Tools
      • Integration Platform as a Service
      • AI-Augmented Software Testing Tools
      • View All
    • Artificial Intelligence

      • AI Code Assistants (Transitioning to AI Coding Agents)
      • Generative AI Knowledge Management Apps/General Productivity
      • AI Application Development Platforms
      • Conversational AI Platforms
      • Artificial Intelligence Applications in IT Service Management (Transitioning to AI Applications in IT Service Management)
      • View All
    • Cloud Computing

      • Backup and Data Protection Platforms
      • Cloud Database Management Systems
      • Strategic Cloud Platform Services
      • Server Virtualization (Transitioning to Server Virtualization Platforms)
      • Hybrid Cloud Storage
      • View All
    • Customer Relationship Management

      • Contact Center as a Service
      • CRM Customer Engagement Center
      • Digital Experience Platforms
      • Web Content Management
      • Field Service Management
      • View All
    • Data and Analytics

      • Analytics and Business Intelligence Platforms
      • Data Science and Machine Learning Platforms (Transitioning to AI Platforms For Data Science and Machine Learning)
      • Data Integration Tools
      • Process Mining Platforms (Transitioning to Process Intelligence Platforms)
      • Augmented Data Quality Solutions
      • View All
    • Education

      • Manager and Leadership Training
      • Corporate Learning Technologies
      • eLearning Authoring Tools
      • Higher Education Student Information System Software as a Service (Transitioning to Higher Education SaaS Student Information Systems)
      • Digital Learning Content Providers
      • View All
    • Enterprise Networking and Communications

      • Unified Communications as a Service
      • Global WAN Services
      • Intranet Packaged Solutions
      • SD-WAN
      • Edge Distribution Platforms
      • View All
    • Finance

      • Expense Management Software
      • Financial Close and Consolidation Solutions
      • Financial Planning Software
      • Cloud Financial Management Tools
      • Accounts Payable Applications
      • View All
    • Healthcare and Life Sciences

      • Medical Device Security Solutions (Transitioning to Medical Device Risk Management Platforms)
      • Health Navigation Solutions
      • Claim Editor Software
      • Revenue Cycle Management Software (Transitioning to Revenue Cycle Management Solutions)
      • Digital Health Platforms (Transitioning to Healthcare Provider Industry Cloud Platforms)
      • View All
    • Human Resources

      • Employee Recognition and Reward Systems
      • Workforce Management Applications (Transitioning to Workforce Management (WFM) Technology)
      • Digital Employee Experience Management Tools
      • Talent Acquisition (Recruiting) Suites
      • Cloud HCM Suites for Regional and/or Sub-1,000 Employee Enterprises
      • View All
    • IT Infrastructure and IoT

      • Enterprise Wired and Wireless LAN Infrastructure (Transitioning to Enterprise Wired and Wireless LAN)
      • Endpoint Management Tools
      • IT Service Management Platforms
      • Container Management
      • Infrastructure Monitoring Tools
      • View All
    • IT Security

      • Endpoint Protection Platforms
      • Email Security
      • Managed Detection and Response
      • Security Information and Event Management
      • Security Awareness Computer-Based Training
      • View All
    • Legal

      • Contract Life Cycle Management
      • Electronic Signature
      • Governance, Risk and Compliance Tools, Assurance Leaders
      • Compliance Monitoring Solutions
      • Corporate Governance Services
      • View All
    • Manufacturing

      • Enterprise Asset Management Software
      • Manufacturing Execution Systems
      • Global Industrial IoT Platforms
      • PLM Software in Discrete Manufacturing Industries
      • Computer-Aided Design (CAD) Software
      • View All
    • Marketing

      • Video Editing Software
      • Email Marketing
      • Multichannel Marketing Hubs
      • Customer Data Platforms
      • Event Marketing and Management Platforms
      • View All
    • Productivity and Collaboration

      • Document Management
      • Visual Collaboration Applications
      • Collaborative Work Management
      • Knowledge Management (KM) Software
      • Communications Platform as a Service
      • View All
    • Public Sector and Government

      • Government Budgeting and Planning Solution
      • Cloud-Based ERP for U.S. Local Government
      • Citizen Service Delivery
      • Government ERP Solutions
      • Government Contracting Software
      • View All
    • Retail

      • Digital Commerce
      • Digital Commerce Payment Vendors (Transitioning to Digital Commerce Payment Platforms)
      • Retail Assortment Management Applications: Long Life Cycle Products
      • Retail Workforce Management Applications (Transitioning to Retail Workforce Management Technology)
      • Digital Shelf Analytics
      • View All
    • Sales

      • Sales Force Automation Platforms (Transitioning to CRM Sales Platforms)
      • Revenue Enablement Platforms
      • Revenue Intelligence (Transitioning to Revenue Action Orchestration)
      • Configure, Price and Quote Applications
      • Search and Product Discovery
      • View All
    • Supply Chain Management

      • Supply Chain Planning Solutions
      • Transportation Management Systems
      • Real-Time Transportation Visibility Platforms
      • Warehouse Management Systems
      • Supply Chain Strategy, Planning and Operations Consulting
      • View All
    • Utilities

      • Geospatial Information Systems for Energy and Utilities
      • Mobile Workforce Management Software for Utilities (Transitioning to Mobile Workforce Management Solutions for Power and Utilities)
      • Energy Management and Optimization Systems
      • Energy Trading and Risk Management
      • Advanced Distribution Management Systems
      • View All
    • Browse All Categories
  • FOR VENDORS

    • FOR VENDORS

    • Log In to Vendor Portal
    • Get Started
  • REVIEWS

    • REVIEWS

    • Write a Review
    • Product Reviews
    • Vendor Directory
    • Product Comparisons
  • GARTNER PEER COMMUNITY™
  • GARTNER.COM
  • Community GuidelinesListing GuidelinesBrowse VendorsRules of EngagementFAQPrivacyTerms of Service
    ©2026 Gartner, Inc. and/or its affiliates.
    All rights reserved.
  • Categories

      • Application Development
      • Artificial Intelligence
      • Cloud Computing
      • Customer Relationship Management
      • Data and Analytics
      • Education
      • Enterprise Networking and Communications
      • Finance
      • Healthcare and Life Sciences
      • Human Resources
      • IT Infrastructure and IoT
      • IT Security
      • Legal
      • Manufacturing
      • Marketing
      • Productivity and Collaboration
      • Public Sector and Government
      • Retail
      • Sales
      • Supply Chain Management
      • Utilities
      Browse All Categories

      Application Development

      69 markets
      • Observability Platforms
      • Integrated Development Environment (IDE) Software
      • Enterprise Agile Planning Tools
      • Integration Platform as a Service
      • AI-Augmented Software Testing Tools
      • API Management
      • Enterprise Low-Code Application Platforms
      • Robotic Process Automation
      • DevOps Platforms (Transitioning to DevSecOps Platforms)
      • Business Process Automation Tools
      • Enterprise Architecture Tools
      • Business Orchestration and Automation Technologies
      • Custom Software Development Services
      • Code Review Tools
      • Digital Adoption Platforms
      • Domain Registrars
      • Public Cloud IT Transformation Services (Transitioning to Public Cloud Optimization and Transformation Services)
      • Game Engine Software
      • Website Builders
      • Developer Productivity Insight Platforms
      • AI Agents for Application Developers
      • Application Platforms (Transitioning to Cloud-Native Application Protection Platforms)
      • Feature Management
      • Application Crowdtesting Services
      • Test Data Management
      • API Generation Software
      • Prototyping Software
      • Mobile App Analytics
      • AI-Augmented Code Modernization Tools
      • Application Testing Services, Worldwide (Transitioning to Quality Engineering Services)
      • Virtual Reality Development Software
      • Application Integration Platforms
      • Green Software Engineering
      • Event Brokers
      • Digital Twin of an Organization Platforms
      • Independent Third-Party Software Support of Megavendors
      • Microsoft 365 Implementation and Support Services
      • Application Development Life Cycle Management (Transitioning to DevOps Platforms)
      • BPM-Platform-Based Case Management Frameworks
      • Microsoft Product Support Services
      • Product Roadmapping Tools for Software Engineering
      • Multiexperience Development Platforms
      • Application Portfolio Management Tools
      • Application Composition Platform
      • Internal Developer Portals
      • AI Agent Development Platforms for Software Engineering
      • Cloud Development Environments
      • Load Testing Tools
      • Mobile Development Frameworks (Transitioning to Web and Mobile Development Frameworks)
      • Blockchain Consulting and Proof-of-Concept Development Services
      • B2B Gateway Software
      • Citizen Application Development Platforms
      • Mobile Application Testing Services
      • SAP S/4HANA Application Services, Worldwide (Transitioning to Cloud ERP Services)
      • Oracle Cloud Application Services, Worldwide (Transitioning to Cloud ERP Services)
      • SAP Application Services, Worldwide
      • SAP SuccessFactors Service Providers (Transitioning to Cloud ERP Services)
      • Service Mesh
      • Value Stream Management Platforms
      • Business-Outcome-Driven Enterprise Architecture Consulting (Retired)
      • Oracle Application Services, Worldwide (Transitioning to Cloud ERP Services)
      • Rapid Mobile App Development Tools
      • SAP Selective Test Data Management Tools
      • API and MCP Testing Tools
      • Augmented Reality Development Software
      • Blockchain as a Service
      • Mobile Application Management (Transitioning to Endpoint Management Tools)
      • Mobile Back-End Services
      • R&D Outsourcing Providers
      View More
  • For Vendors

    • Log In to Vendor Portal 

    • Get Started 

  • Write a Review

Join / Sign In
All Categories
/
A/B Testing Tools

A/B Testing Tools Reviews and Ratings

What is A/B Testing Tools?

A/B testing tools, compare the two versions (control and variant) of webpage or content to determine the better performing and appealing version. These tools aim to optimize engagement and conversion goals by deploying multiple versions of digital content in real time. Traffic is split at random so that each group sees either version of A/B. By dividing the traffic into two groups, marketers can measure the impact of a change on a predefined goal, such as click-through rates, conversion rates, or any other key performance indicator. Statistical analysis combined with segmentation data is used to improve actions taken by visitors/users across the customer life cycle.

A/B testing tools are used by marketers and web developers to make data-driven decisions for product and marketing strategy.

How Categories and Markets Are Defined

Product Listings

Filter by

Products 1 - 20 of 20
Sort by
Logo of VWO

VWO

By Wingify

4.2
(80 Ratings)

VWO Platform

The VWO Experience Optimization Platform is the only connected platform that enables you to optimize the entire audience journey. Thousands of brands across the globe use VWO as their experimentation platform to run A/B tests on their websites, apps, and products like Ubisoft, Dominos and The Atlantic.

VWO Experience Optimization and Growth Platform has the best-in-class optimization products that you can mix and match to meet your current audience journey & optimization needs. As you move to the next stage of your growth story, easily add products from the VWO Platform to maximize impact.

VWO Testing

Test experiences, exactly the way you want.

VWO Insights

Stop guessing what your visitors really want.

VWO FullStack

Test your product & feature experiences.

VWO Personalize

Delight each visitor with tailored, contextual experiences

VWO Data360

Get a 360-degree view of your visitors on one platform

Show More Details
Logo of Adobe Target

Adobe Target

By Adobe

4.2
(64 Ratings)

Adobe Target is a software designed to enable organizations to optimize digital experiences through testing, personalization, and automated decisioning. The software provides capabilities such as A/B and multivariate testing, rules-based and AI-powered personalization, and audience targeting. It allows businesses to modify content and offers to different segments, helping to improve user engagement and conversion rates. Adobe Target integrates with other solutions to leverage user data, supporting real-time optimization across web and mobile platforms. The software addresses the business problem of delivering relevant content and experiences to users, aiming to increase the effectiveness of digital marketing strategies through data-driven insights and automated actions.

Show More Details
Logo of AB Tasty

AB Tasty

By AB Tasty

4.4
(22 Ratings)

AB Tasty is a product built for marketers looking to run experiments, including A/B testing, multivariate testing, and multipage testing, using a low-code/no-code approach. It provides personalization through an audience builder and AI-based segmentation, to create personalized experiences. It activates audiences through pre-configured templates for client-side experiments and personalization campaigns.

Show More Details
Logo of Oracle Maxymiser (Legacy)

Oracle Maxymiser (Legacy)

By Oracle

4.3
(14 Ratings)

Oracle Maxymiser is a software that provides website optimization and personalization capabilities for digital channels. The software enables organizations to conduct multivariate and A/B testing, allowing them to evaluate different versions of web pages and user experiences. It offers tools for segmenting audiences and tailoring content based on user behavior and attributes. Oracle Maxymiser collects data and generates reports to help businesses analyze user interactions and conversion rates. The software supports integration with other analytics and marketing platforms, helping organizations identify patterns that impact engagement and improve digital campaign effectiveness. Its primary purpose is to help businesses increase conversions and optimize user experiences across web and mobile platforms.

Show More Details
Logo of Apptimize

Apptimize

By Airship

4.4
(13 Ratings)

Apptimize is a software that provides mobile A/B testing and feature release management capabilities for mobile applications. It allows businesses to experiment with different versions of app features and interfaces in order to optimize user experience and engagement. The software enables remote configuration and dynamic updates without requiring app store resubmissions. Apptimize offers tools for user segmentation, performance analysis, and real-time data tracking, facilitating data-driven decisions around app improvements. It is designed to help organizations address challenges related to mobile app optimization, feature rollout, and user retention by providing actionable insights and control over app updates.

Show More Details
Logo of Kameleoon

Kameleoon

By Kameleoon

4.2
(13 Ratings)

Kameleoon is a software designed for experimentation and personalization that enables businesses to conduct A/B testing and optimize user experiences across digital channels. The software provides tools for creating, managing, and analyzing experiments, allowing organizations to test different versions of web pages and digital content. It supports segmentation and targeting features, enabling personalized experiences for specific audience groups based on behavioral and contextual data. Kameleoon integrates with analytics platforms and data management systems to deliver insights into user behavior and experiment performance. The software aims to address business challenges related to improving conversion rates, user engagement, and digital product performance through data-driven decision-making and continuous optimization.

Show More Details
Logo of Experience OS

Experience OS

By Mastercard (Dynamic Yield)

4.4
(6 Ratings)

Experience OS is a software designed to facilitate personalization and customer experience management across digital channels. The software provides tools for data integration, segmentation, personalization, testing, and recommendations. It enables businesses to unify customer data from various sources, segment audiences, and deliver tailored content, offers, and product recommendations. By leveraging real-time analytics and behavioral insights, the software helps users optimize website, mobile app, email, and other digital touchpoints. It addresses the business challenge of creating consistent and relevant digital experiences, supporting experimentation and ongoing optimization to improve engagement and conversion rates. The platform integrates with existing technology ecosystems to streamline data flow and workflow management.

Show More Details
Logo of Webtrends Optimize

Webtrends Optimize

By Webtrends Optimize

4
(5 Ratings)

Webtrends Optimize is a software designed for experimentation and conversion rate optimisation on digital platforms. It enables businesses to create, deploy, and analyse A/B testing, multivariate testing, split URL testing, and personalisation campaigns. The software helps users improve website effectiveness by providing actionable insights based on real-time visitor behaviours and data analysis. With integrations for analytics, tag management, and other marketing technologies, it supports automated segmentation and dynamic content delivery. The software addresses challenges in increasing conversion rates, understanding user journeys, and optimizing digital touchpoints without requiring extensive coding or development resources.

Show More Details
Logo of Varify.io

Varify.io

By Varify.io

4.5
(4 Ratings)

Varify.io is a software designed for visual website testing and optimization, enabling businesses to create, manage, and analyze web experiments such as A/B tests without the need for extensive coding knowledge. The software offers an intuitively designed editor that allows users to modify and personalize website elements directly within a browser interface. It facilitates rapid deployment and monitoring of experiments to understand visitor behavior and improve user experiences. By delivering insights into how different web variations perform, the software supports data-driven decision-making to address conversion and engagement challenges faced by digital teams.

Show More Details
Logo of ABsmartly Platform

ABsmartly Platform

By ABsmartly

5
(3 Ratings)

ABsmartly is an A/B testing tool and experimentation platform designed for Enterprise B2C websites and apps to run A/B testing on web, email, app, and more. The platform allows feature flags, split testing, multi-variant, multi-page, multi-platform, SEO tests, cross-device testing, among others. use online controlled experiments and A/B testing to facilitate

The ABsmartly platform is designed to integrate easily and deploy quickly with an API-first approach and lightweight SDK library. Onboarding, training and support is included for all platform users, with subject matter experts. The platform allows anyone to create, view and monitor experiments and feature flags, including templates, health checks, alerts and sharing. Teams can run online controlled experiments for product-led-growth strategies, execute Conversion Rate Optimisation (CRO) strategies and improve Customer Experience..

Show More Details
Logo of SiteSpect Platform

SiteSpect Platform

By SiteSpect

5
(3 Ratings)

SiteSpect Platform is a software designed to facilitate A/B testing, personalization, and optimization of digital experiences across websites and mobile applications. It enables organizations to configure experiments that evaluate multiple versions of site content, user flows, and functionality without relying on page tagging. The software provides tools for real-time data analysis of user behavior and conversion metrics, allowing teams to identify opportunities for improvement. It supports segmentation, traffic management, and multi-channel experimentation to address business objectives such as enhancing user engagement and increasing conversion rates. SiteSpect Platform integrates with various analytics, marketing, and content management systems, streamlining workflows for web development, marketing, and product teams.

Show More Details
Logo of Convert Experiences

Convert Experiences

By Convert

3.7
(2 Ratings)

Convert Experiences is an A/B testing and experimentation platform used by marketing, product, and e-commerce teams to run controlled website experiments. Convert has been in operation for over 15 years and supports A/B, multivariate, split URL, and personalization testing. The platform includes a Visual Editor for creating experiments without code and offers multiple code editors for technical experiment setups. It provides advanced audience targeting options, including device, geographic, behavioral, UTM, and custom JS conditions. The platform supports GA4, Shopify, WooCommerce, and additional revenue and goal tracking configurations; it integrates with more than 90 analytics and marketing tools and offers an API for custom workflows. Built on Akamai CDN infrastructure with global delivery, designed to minimize page load impact. The platform supports randomized traffic allocation and provides real-time reporting with QA tools such as preview modes and traffic controls.

Show More Details
Logo of SearchPilot Platform

SearchPilot Platform

By SearchPilot

5
(2 Ratings)

SearchPilot Platform is a software designed for controlled SEO testing, enabling organizations to run experiments on their websites to evaluate the impact of different changes on organic search performance. The software provides tools for segmenting web pages, managing test implementation, and analyzing the results to determine which adjustments lead to improvements in search visibility. By supporting statistical analysis and allowing for customization of test parameters, SearchPilot Platform helps businesses address challenges around attributing value to SEO activities and making data-driven decisions regarding site optimization. Its workflow supports experimentation with technical SEO, page content, and site architecture, offering guidance for deploying changes without relying solely on guesswork.

Show More Details
Logo of Omniconvert Explore

Omniconvert Explore

By Omniconvert

5
(1 Rating)

Omniconvert Explore is a software designed for conversion rate optimization, enabling businesses to conduct experiments and analyze user behavior on their websites. The software offers features such as A/B testing, personalization, and advanced segmentation to help organizations understand visitor interactions and improve website performance. Omniconvert Explore facilitates data-driven decision-making by providing detailed analytics and reporting tools that identify areas for improvement in the customer journey. The software addresses the business problem of optimizing digital experiences and increasing conversion rates by allowing users to test changes, personalize content, and deliver targeted experiences based on visitor segments.

Show More Details
Logo of Personyze

Personyze

By Personyze

5
(1 Rating)

Personyze’s personalization engine builds a real-time, comprehensive visitor profile by aggregating data from multiple sources. It then leverages advanced targeting, recommendation algorithms, and dynamic content widgets to deliver a personalized, engaging cross-channel experience for each visitor.

With built-in experimentation and optimization tools, Personyze continuously improves engagement and conversion rates through data-driven testing and refinement.

Show More Details
Logo of CROforce

CROforce

By Entail AI

CROforce helps businesses grow by improving how their websites convert visitors into customers. It combines powerful A/B testing software with a team of CRO experts who handle everything from strategy and experiment setup to monitoring and analysis. With fast, no code testing and fully managed experimentation, CROforce enables teams to run more impactful tests, optimize user experiences, and drive measurable revenue growth without adding internal workload.

Be the first to .
Logo of CustomFit

CustomFit

By CustomFit.ai

CustomFit is a software designed to enable businesses to personalize their websites and digital experiences based on user behavior and context. The software provides tools for creating targeted messaging, dynamic content, and customizable user journeys without requiring coding expertise. It integrates with existing marketing and sales workflows to streamline conversion rate optimization by analyzing visitor data and enabling the delivery of individualized content. CustomFit addresses the challenge of delivering relevant digital experiences tailored to the needs and interests of different user segments, helping organizations improve engagement and drive conversions through automated personalization features.

Be the first to .
Logo of Fibr

Fibr

By Fibr

Fibr is a software designed to assist businesses in building and managing data pipelines, focusing on the extraction, transformation, and loading of structured and unstructured data. The software allows users to integrate multiple data sources, automate connectivity to databases, and streamline data workflow operations without extensive coding requirements. It offers functionalities such as schema mapping, workflow orchestration, and error handling to enhance data reliability. Fibr software is used to solve the business problem of simplifying the movement and management of data for analytical and operational purposes, enabling organizations to support data-driven decision-making by ensuring timely and accurate data availability across various platforms.

Be the first to .
Logo of Harness

Harness

By Harness

Harness is a software platform designed to automate and streamline the delivery of applications by providing continuous integration, continuous delivery, feature flag management, cloud cost management, and chaos engineering capabilities. The software enables organizations to build, test, deploy, and monitor code in various environments while integrating security and compliance checks into workflows. Harness centralizes visibility over deployment pipelines, allows for customizable governance and audit trails, and supports rollback and remediation functionalities. The platform addresses business challenges related to deployment speed, reliability, and process efficiency by reducing manual intervention and providing analytics for optimization of software delivery.

Be the first to .
Logo of Leanplum

Leanplum

By CleverTap (Leanplum)

Leanplum is a mobile marketing software that enables businesses to optimize customer engagement through personalized messaging, campaign automation, and analytics. The software provides tools for creating targeted push notifications, in-app messages, email campaigns, and A/B testing to enhance user retention and conversion. Leanplum allows for segmentation of user bases, tracking of behavior, and analysis of metrics to inform marketing strategies. The platform integrates with other systems to support cross-channel communication and streamlines campaign management. It addresses the business problem of increasing customer interaction and lifetime value by delivering relevant experiences at scale.

Be the first to .

Popular Product Comparisons

Adobe Target vs VWOAB Tasty vs VWO

Gartner Peer Insights content consists of the opinions of individual end users based on their own experiences, and should not be construed as statements of fact, nor do they represent the views of Gartner or its affiliates. Gartner does not endorse any vendor, product or service depicted in this content nor makes any warranties, expressed or implied, with respect to this content, about its accuracy or completeness, including any warranties of merchantability or fitness for a particular purpose.

This site is protected by hCaptcha and its Privacy Policy and Terms of Use apply.


Software reviews and ratings for EMMS, BI, CRM, MDM, analytics, security and other platforms - Peer Insights by Gartner
Community GuidelinesListing GuidelinesBrowse VendorsRules of EngagementFAQsPrivacyTerms of Use

©2026 Gartner, Inc. and/or its affiliates.

All rights reserved.