AB Testing Tools
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The 12 Best A/B Testing Tools for 2023–Free and Paid

Last updated on March 4th, 2023 at 01:38 am

AB testing tools- split test comparison with randomized experiments campaign. Smartphone with two A-B websites with a different web development UI interface on the screen. Flat vector illustration

A/B testing is an essential tool for understanding user preferences and optimizing website conversion rates. By running A/B tests, companies can gain valuable insights into what captures the attention of their audience and optimize their digital marketing strategies accordingly. With the right A/B testing tools, businesses can increase their conversion rates significantly.

There are a variety of A/B testing tools available. Each of these tools provides a different set of features that can be used to test different variables and analyze data in order to determine which changes will have the most impact on conversion rates. By using these tools correctly and consistently running tests over time, businesses can maximize their conversion rates and improve their overall digital marketing performance.

AB Testing Tools to Try For 2023

Google Optimize

Google Optimize is a free A/B testing tool that integrates with Google Analytics to help users optimize their websites for better user experience and more conversions. 

Google Optimize allows users to run A/B tests, Multivariate tests, Split URL tests, and Redirect tests. It also provides a WYSIWYG-editor for quick deployment of variations and native integration with Google Analytics for real-time insights.

However, there are some drawbacks to using Google Optimize such as only being able to run five experiments at a time and the A/B testing preview tool having difficulty and bugs. If you have a smaller site that doesn’t need to run a lot of tests at a time, Google Optimize is a solid option. 

Google Optimize Key Features

  • A visual editor
  • SEO features
  • Detailed reporting tools
  • Objectives
  • An experiment manager.


VWO is a full-featured testing tool that provides similar features to Google Optimize. It also has a powerful A/B testing platform with a drag-and drop test creator, comprehensive reporting dashboard that provides color-coded test results to help you understand user behavior and improve the customer experience.

The only drawback of VWO is its limited data storage for heatmaps tests (60-90 days). However, this should not be an issue for mid-size to large enterprises since VWO provides 24-hour support and problem-resolution services. All in all, VWO is an excellent choice for businesses looking for an affordable yet feature-rich testing tool.

VWO Key Features

  • Create and launch tests
  • Audience targeting on behavior, campaign, and context
  • Goal setting
  • Engagement tracking
  • Visual reporting tools that can be customized
  • Mobile website testing

VWO Pricing

VWO has 3 pricing plans: Growth, Pro, and Enterprise. You will need to contact for custom pricing on all three packages. 

AB Tasty

AB Tasty is an A/B testing software that was founded in 2012 and offers a variety of testing features, including split and multivariate testing, as well as funnel testing. It is reasonably priced and simple to use, making it a great choice for businesses looking to hone their conversion rate optimization.

The platform provides real-time views of test results and confidence levels, allowing users to make informed decisions quickly. Additionally, AB Tasty has advanced targeted scenarios in which you can trigger tests based on URL, geographic location, demographics, and more. It also has a library of widgets for users with little technical experience. All in all AB Tasty is an excellent tool for conversion optimization that offers great value for money.

AB Tasty Key Features

  • Integrations with Google Analytics, Clicktale, and Kissmetrics
  • Quick, responsive customer service
  • Split and multivariate tests
  • WYSIWYG editor
  • You can set goals for engagement, transactions, and customized.

AB Tasty Pricing

You will need to fill out a form to get a customized quote. 


HubSpot is an all-in-one tool for marketing and A/B testing. It provides features to manage customer interactions, social media, experimentation, website analytics, and customer support.

The Marketing Hub helps run effective campaigns and convert visitors into customers, while the Content Management Software (CMS) Hub enables website optimization. Both hubs support A/B testing to determine the best version of a website.

NOTEA/B testing is only available in the Professional and Enterprise plans of both the Marketing and CMS Hubs.

Hubspot Key Features

  • Ad conversion events 
  • Analytics
  • Customized reporting
  • SEO recommendations
  • Content strategy

Hubspot Pricing

HubSpot’s Marketing Hub offers three packages –

Starter ($45/month),

Professional ($800/month), and

Enterprise ($3,200/year).

The CMS Hub has two plans – Professional ($360/month) and Enterprise ($1200/month).


Convert is an advanced testing platform designed to help agencies and CRO experts optimize websites and digital products. It provides a visual builder for creating variations without any code, as well as custom code and developer shortcuts. Convert gives users more freedom to build variations and tests their own way, making it ideal for experienced professionals. 

Convert’s testing tool appeals to users who need a more technical approach. It offers A/B testing, split testing, and multivariate testing. In addition, it offers features such as the ability to filter tests according to JavaScript events and the ability to recreate any page without injecting code into the product. 

Convert Features

  • Unlimited tests
  • API access
  • Data sources
  • Email, chat and phone support
  • Unlimited sub-domains
  • 90+ integrations, including Google Analytics and Shopify

Convert Pricing

You have a 15-day free trial with Convert. After that…

Lite: $559/month, billed yearly

Optimal: $769/month, billed yearly

Expert: $1119/month, billed yearly

Enterprise: Contact them. 

Crazy Egg

Crazy Egg is an analytics tool that helps you track pageviews and other metrics. It offers a simple installation process to make sure everything is working correctly. With Crazy Egg, you can easily set up A/B testing and integrate it with a wide variety of tools, including Shopify, Wix, and WordPress, among others. 

 Crazy Egg is ideal for those who don’t have coding experience or are on a budget. It allows users to adjust code piece by piece to ensure the website is optimized for their needs. The setup process is easy – just paste the code into the top part of your webpage’s source code and you’re good to go! With its affordable pricing, Crazy Egg makes it easier than ever to optimize your website without breaking the bank.

Crazy Egg Features

  • No coding to learn
  • Simple interface
  • Real-time results
  • Heatmaps

Crazy Egg Pricing

The Basic plan starts at $29/month and includes 30k tracked pageviews/month.

Standard: $49/month and includes 75k tracked pageviews/month.

Plus: $99/month and includes 150k tracked pageviews/month.

Pro: $249/month and includes 500k tracked pageviews/month.

Enterprise: Contact them. They do have unilimited tracked pageviews per month.

Five Second Test

The Five Second Test is a powerful tool for website designers and developers to quickly evaluate the effectiveness of their designs. It provides quantitative and qualitative feedback from visitors on logos, graphics, wireframes, app designs, prototypes and copy. This data can be used to improve user engagement and conversion rates.

When using the Five Second Test, it is important to remember to perform an A/B test to compare two versions of a product or website. Additionally, avoid common mistakes like stopping the test too early or testing multiple variables at once.

With this information in hand, you can make informed decisions about your design that will help optimize your page for maximum success.

Five Second Test Features

  • Preference testing
  • Prototype testing
  • Measure first impressions
  • Collect opinions, ask questions and gather insights

Five Second Test Pricing


Basic: $89/month

Pro: $199/month

Enterprise: Contact them


Django-lean is a powerful split testing framework that allows developers to quickly and easily test different versions of their code. This system allows developers to create tests in JavaScript, Python, or Django template code and provides tools to analyze the results.

The framework also offers a number of features that make it easier to use. For example, it allows developers to set up multiple experiments at once, so they can test multiple variations of their code simultaneously.

Additionally, it provides detailed reports on each experiment’s performance, making it easy to identify areas where improvements can be made. With its comprehensive feature set and user-friendly interface, Django-lean is an invaluable tool for any developer looking to optimize their code.

Django-lean Features

Offers split-test experiments in JavaScript, Python, or Django

Django-lean Pricing



Petri is a free, powerful website-building tool and experimentation system developed by Wix. It provides users with the ability to create and manage their own websites, as well as conduct experiments on them.

Petri covers the entire product experimentation lifecycle, from collecting user behavior data to defining filters for experiments and using feature toggles to gradually roll out features. This makes it an invaluable tool for businesses looking to optimize their online presence.

The platform also offers a range of analytics tools that allow users to track the performance of their experiments in real time. This helps them make informed decisions about which features are working best for their customers and which ones need further refinement or removal. With Petri, businesses can quickly identify areas where they can improve their products and services, allowing them to stay ahead of the competition.

Petri Features

  • Create A/B tests to affect your user’s experience
  • Feature Toggles to control inner implementation details. 
  • Define filters to determine what will be included in your experiment–the filters can include language, geographic location, user-agent, and they can be customized to your preference.

Petri Pricing



Qubit is a testing platform focused on personalization, with strong segmentation capabilities. It has a suite covering analytics to testing and has broken out of its traditional retail focus. Qubit provides such tests as A/B and multivariate to measure your site’s progress. It also addresses issues such as cart abandonment recovery, product recommendations, and social proof tools. 

The pros of using Qubit include great A/B test ideas and excellent communication and clarity on results. However, there is room for improvement as far as getting new tests developed and run through QA. 

Additionally, the platform may not be suitable for businesses that don’t need advanced segmentation or personalization capabilities. Despite this, Qubit remains an excellent choice for businesses looking to optimize their customer experience through personalized experiences.

Qubit Features

  • Gather feedback from customers
  • Validate visitor behavior
  • Multiple tests

Qubit Pricing

Contact them for detailed pricing.


Ominconvert is an A/B testing tool specifically designed for e-commerce sites. With Ominconvert, you can easily create experiments to test different elements of your website and track the results in real-time. This makes it a great choice for small businesses that want to optimize their website without breaking the bank.

What you can do with Ominconvert is you can test multiple sites at once, its A/B testing can go deep into the customer journey, set and track as many goals as you want, and get insight as to why some tests are not working. 

Other Ominconvert features:

  • Excellent customer support with a 4 hour response time
  • Triggered overlays
  • Advanced segmentation
  • API Access
  • Unlimited subaccounts

NOTE: Ominconvert is not for beginners; it can be code-heavy and may require a good understanding of your site’s backend. 

Ominconvert Pricing

Plans start at $167 per month, depending on how many views your site gets per month.


Freshmarketer is a comprehensive CRM platform from Freshworks that offers a range of features to help businesses engage with their customers and automate their marketing efforts. One of the most powerful features is its A/B testing capabilities, which allow users to test different versions of emails, landing pages, and other content to see which performs best.

This helps marketers optimize their campaigns for maximum engagement and conversion rates. Freshworks also provides split testing and segmentation tools to further refine customer experiences.

Freshmarketer Pricing

Free Plan: Free, dang it! 

Growth Plan: $19 per month**

Pro Plan: $149 per month**

Enterprise Plan: $299 per month**

**Starts at such price.

Why You Need A/B Testing Tools

A/B testing tools are essential for businesses that want to understand user preferences and create successful products. A/B testing allows design teams to test different versions of a product or website to determine which one is more effective.

There are many other A/B testing tools available on the market with varying features and pricing depending on the needs of the business. It’s important to find an A/B testing tool that meets your business needs in order to get accurate results.

Usability testing, user testing, and A/B testing tools are all used to ensure the best user experience. Validation is necessary to know what users want and need, so it’s important for design teams to have the ability to understand and empathize with users in order to create successful products. By using an A/B testing tool, businesses can stream

What is A/B Testing?

A/B testing is a powerful tool for optimizing user experience and product development. It involves releasing two different versions of a feature or webpage to random sets of users and then measuring their behavior relative to each other.

The goal is to determine which version performs better and optimizes the user experience. A/B testing can be used to measure such success metrics as conversion rate, click-through rate, open rate, and subscription rate, among other visit actions.

This method allows companies to make informed decisions about product development and maximize user engagement. A/B testing is an invaluable tool for any business that wants to improve its products and services.

Benefits of A/B Testing

A/B testing is an invaluable tool for businesses looking to make data-driven decisions and ensure that changes made have positive impacts.

It allows them to test different versions of webpages or app screens, measure the engagement with each experience, and analyze the results in order to determine which version performs better.

This helps improve user engagement, reduce bounce rates, and increase conversion rates. A/B testing also helps reduce risks and boost ROI by allowing for higher values on products and services.

So what is testable?

Believe it or not, everything. This includes text, images, forms, form length, headline style, and CTA button colors, among other components.

By comparing the performance of two versions of a webpage or app screen side by side in real-time, businesses can quickly identify which version works best for their target audience. This enables them to make informed decisions about how they should optimize their website or app in order to maximize conversions.

Can You Run A/B Tests On Social Media?

Yes. However, A/B testing on social media requires a different setup than website A/B testing, as platforms such as Facebook and Twitter offer their own tools for testing ad creatives, copy, and images in their business center. This allows marketers to compare different versions of ads to determine which performs better with their target audience.

Although direct A/B testing of post engagement or conversion is not possible on social media, the impact of social traffic can still be tested by using A/B testing on landing pages.

This involves creating two versions of a page that visitors are directed to from the social platform and measuring how they interact with each version. Through the statistical analysis, marketers can determine if changing the experience ended in a positive, negative or neutral result. 

How do you get started with A/B testing?

A/B testing is an essential tool for product development and user engagement. It allows companies to compare two versions of a product feature or update and measure the results to determine which one performs better.

To get started with A/B testing, it’s important to set a goal and create a hypothesis to test. This will help you focus on the desired outcome of the test and ensure that you are measuring the right metrics.

Once you have your goal and hypothesis in place, you can begin running experiments with different variations of your product feature or update. You can then measure each variations’ results against each other to determine the best performer.

A/B testing is also a great way to optimize product development by exposing different versions of a product to a sample group and using statistical analysis to predict how the remaining users will react. By running multiple tests, companies can identify what works best for their audience and make changes accordingly. A/B testing is an invaluable tool for any company


A/B testing is an essential part of digital marketing, and the right A/B testing tool can make all the difference. With many A/B testing tools available, it can be difficult to decide which one is best for your needs.

Google Optimize is a great starting point for those just getting started with A/B testing as it is easy to use and allows up to five tests at a time. If none of the tools on the list fit your needs, readers are encouraged to share their favorite A/B testing tool in the comments.

A great example of how effective A/B testing can come from Discovery’s TV show ‘Super Fan.’ By conducting their A/B test, they were able to optimize their video player and increase video engagement by 6%.

This goes to show that with the right tool and strategy, you can achieve amazing results with A/B testing. Ultimately, choosing the right tool for your needs will depend on the type of testing you are doing and the goals you have set.

About the Author

Dani Lehmer is the Founder and Head Honcho of Dani Digs In.

She is a Quality Assurance Analyst and blogger whose natural curiosity allows her
to dig in (pun intended) to help people build their businesses and satiate curiosity
in regard to data science, analysis, and crypto.

Connect with Dani on LinkedIn.

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