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.
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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
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.
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.
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.
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.
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.
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.
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.
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.
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..
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.
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.
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.
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.
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.
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.
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.
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.
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.

















