A/B testing tools let you compare different versions of your website or app to see which one works better. You split your traffic between version A and version B, then measure which gets more conversions, clicks, or whatever you're trying to improve. Marketing teams use these split testing tools to test everything from button colors to entire page layouts. Instead of guessing what might work, you get actual data on user behavior. These tools work by adding a small piece of JavaScript code to your site. The code shows different versions of your page to different visitors before they see anything, so there's no awkward flashing between versions. You get a visual editor to create variations without coding, targeting options to show tests to specific user groups, and statistical calculations that tell you when you have enough data to call a winner. The best A/B testing software includes server-side testing for backend changes and algorithms that automatically send more traffic to the winning version while your test runs. A/B testing tools work differently from your analytics software like Google Analytics. Analytics shows you what already happened, but these tools let you change things and prove the change actually caused better results. They're not the same as personalization platforms either, though some overlap exists. Personalization shows different content based on who someone is, while A/B testing proves which content works better for everyone. Most companies use conversion rate optimization software alongside their existing marketing tools rather than replacing them. Businesses use these tools for standard A/B tests on single elements, split URL tests for major redesigns, and multivariate testing software to test multiple changes at once. E-commerce sites test product pages and checkout flows to reduce cart abandonment. SaaS companies test pricing pages and signup flows to convert more free trials to paid accounts. Marketing teams test landing pages, call-to-action buttons, and email subject lines to improve campaign results. More companies now base decisions on test results instead of opinions or best practices from other industries.
No-code AI-driven website personalization platform
CustomFit.ai is a no-code AI platform for A/B testing and personalized website optimization, boosting conversions and sales easily.
Fast market experiments with real buyers.
Heatseeker enables fast, data-driven market experiments using real buyer behavior for confident decisions. Launch insights in days and test bold ideas at scale.
AI-powered continuous website conversion optimizer.
Keak is an AI-powered A/B testing tool that boosts conversion rates by optimizing website elements. It continuously learns and adapts to turn more visitors into customers with personalized tests and automatic improvements.
Generate and test website variations instantly.
Coframe generates and tests personalized website variations instantly, boosting conversion rates with zero team effort. It automates code, copy, and image optimization for faster, data-driven results.
AI-powered website personalization and optimization.
Fibr AI automates website personalization and A/B testing to boost conversions and reduce costs. It runs AI-powered CRO agents delivering smarter, faster growth without extra hires or tools.
AI-driven website optimization for conversions.
Sitelifter analyzes your website pages and delivers AI-driven, actionable insights to boost conversions and optimize design quickly. Get tailored recommendations to fix issues, improve user flow, and maximize leads effortlessly.
AI-powered platform to optimize marketing.
Optimizely is an AI-powered platform to create, personalize, test, and optimize digital experiences that boost marketing impact and conversions.
Optimize and manage Facebook, Instagram ads.
AdEspresso simplifies creating, managing, and analyzing Facebook and Instagram ads for better results. Optimize campaigns with split testing and actionable insights effortlessly.
Smarter website content testing with AI
PageTest.AI offers AI-powered A/B and multivariate website content testing with no coding. Optimize headlines, CTAs, and conversions using data-backed, automated content variations
Optimize digital experiences and maximize conversions.
VWO optimizes digital experiences with A/B testing, personalization, and customer behavior insights to boost conversions. It enables data-driven UI and server-side enhancements across websites and mobile apps.
Understand visitors, improve website performance.
Crazy Egg helps you improve your website with heatmaps, recordings, surveys, and analytics. Understand visitors, fix issues, and boost conversions easily.
Affordable full-stack experimentation and A/B testing.
Convert Experiences is a proven A/B testing tool offering full-stack experimentation, fast support, and advanced features to optimize growth and improve decision-making. Start a 15-day free trial with no credit card needed and boost conversion rates across all channels.
AI-powered experimentation platform for optimization
Kameleoon uses AI to build, target, and analyze experiments quickly, boosting conversions confidently. It enables real-time optimization and deep insights without coding.
AI-powered platform for experience optimization.
AB Tasty is an AI-powered platform for web and feature experimentation, personalization, and rollouts that boosts engagement and conversion confidently. It enables data-driven testing and personalized experiences to maximize ROI and customer loyalty.
Flicker-free A/B testing and personalization.
SiteSpect is an AI-native A/B testing and personalization tool delivering fast, flicker-free experiments and increased conversions. It transforms content across devices with client-side and server-side agility to drive smarter data-driven decisions.
Feature flags, experimentation, analytics, AI configuration.
LaunchDarkly is a developer platform for feature flags, experimentation, and analytics, enabling safer, faster releases and reducing outages. It combines feature flags, AI configuration, and real-time metrics to de-risk deployments and improve software reliability.
Integrated platform for experimentation and analytics.
Statsig is an integrated data platform offering experimentation, feature flags, and product analytics to build smarter products faster. It helps teams make data-driven decisions and optimize user experiences efficiently.
A/B testing tools help compare two versions of a webpage or app to see which performs better with users.
They allow you to test headlines, designs, or features to increase conversions and improve user experience.
They split users into groups, show different versions, and track performance to identify the best option.
Most tools offer simple setup with step-by-step guides and integrate easily with websites or apps.
Some offer free plans with limited features, but most advanced tools require paid subscriptions.
Prices usually start around $20 to $50 per month, depending on traffic and feature needs.
Types include website split testing, multivariate testing, and server-side testing tools.
Yes, many tools support email A/B testing to optimize subject lines and content.
Popular tools include Optimizely, VWO, Google Optimize, and Adobe Target.
They often integrate with CMS, analytics platforms, CRM, and marketing automation tools.