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26 Best A/B Testing Tools in 2020 (Reviewed by CRO Experts)
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So, you have decided to use an A/B testing tool to optimise conversions on your website? But how do you know which one is the best? Our CRO Experts have reviewed a complete list of 26 A/B testing tools to help you pick the best solution for your business.

There are now 26 major A/B testing tools on the market, not to mention those that offer testing as part of a wider service. We have taken the market leaders, including Optimizely, VWO, and Google Optimize, and analysed them according to features, usability, price and the most important criteria.

split-testing, a/b/n and multivariate testing tools

The 26 Best A/B Testing Tools in 2020

Four years ago, the market was divided between two options: Optimizely and VWO. Since then, the number of A/B testing tools has increased rapidly. AB Tasty arrived, with a set of advanced analytics and, in 2017, Google launched its own solution, Google Optimize. In 2020 there are no less than 26 A/B Testing tools competing for your attention.

To expand their market share, some publishers – such as VWO – have begun to offer a vast range of additional analytics (heatmaps, mini-questionnaires, recording sessions). Others have simplified their software and made it easier to use. Our analysis will focus on the functions and capabilities of each tool. Added features (heatmaps and recording sessions) will be dealt with another time.

The first question most people ask when choosing a new tool is about the price (setup fee and monthly subscription). The second is about the usability. But there are other factors to consider, too. Our Comparison Table of A/B Testing Tools compares key criteria including ‘Must-have’ and ‘Luxury’ features.

A/B Testing Tools “Must-have” features

  • A/B/n Testing – If you want to optimize a page, you need to be able to test multiple variations
  • Page Editor – An intuitive editing tool allows your whole marketing team to perform A/B tests

A/B Testing Tools “Luxury” features

  • Multi-Armed Bandit – To address the explore vs exploit dilemma, completing a test whilst optimizing conversions, you might appreciate a way to direct traffic to the best-converting page
  • Autopilot mode – If the conversion rates of your pages change suddenly, you want to respond fast. Autopilot features direct traffic according to their recent performance
  • Library of A/B Testing Ideas – Everybody has experienced the ‘blank page effect’ at some point. An archive of testing ideas is a useful way to break the ice
  • Multivariate Testing (MVT) – Depending on your traffic, you might like to test the way multiple variables interact. This is only appropriate for those with exceptionally high traffic

The tool you choose should reflect the size of your business, your previous experience with other A/B Testing tools and your technical resources (budget, the size of your team, etc.)

The world of A/B testing is full of industry terms and technical jargon. It can be overwhelming. This is quick glossary to help make sense of everything…

Client Side

“Client-side” A/B testing tools work by telling internet browsers how to display a page (for example, Internet Explorer or Firefox). This is done by ‘tagging’ the page’s code with several lines of Javascript. When the page is loaded, the Javascript makes calls to a back-office system which then instructs the browser which page content to download and display. The back-office system also keeps score of conversions.

Server Side

“Server-side” A/B testing tools run on the page’s server. The page is compiled by the server, and is presented to the browser in its finished form. In the same way that some PC software is only available for Windows or for Macs, some server-side software is only available for particular servers (such as PHP).

A/B/n Testing

In an A/B test, your visitor sees Version A or Version B of a particular page. A test with three page versions might be called an A/B/C test. “A/B/n” is often used as shorthand for a test that has “n” different page versions. 

Multivariate Testing

“Multivariate” or “Multivariable” (MVT) tests are simply ones in which you carry out A/B tests (or A/B/n ones) on several independent page elements simultaneously. There are different ways of carrying out multivariate (MVT) tests. You can show every single possible combination of page elements (“full factorial”) or only a fraction of them. The various kinds of “fractional factorial” test often have complicated-sounding names (for example, “Taguchi”). You can also choose to display losing combinations less frequently. 

Multi-Armed Bandit

The “Multi-Armed Bandit” is an algorithm that directs traffic to better-performing pages. Some A/B Testing tools allocate traffic evenly between variation A and B. This could mean directing half of a website’s traffic to a less-optimal version (which can cost large companies vast amounts of money). A Multi-Armed Bandit algorithm avoids this. 

Autopilot Mode

Autopilot Mode is a more responsive version of the classic Multi-Armed Bandit. Autopilot Mode calculates the allocation of traffic based on recent trends in the conversion rates of pages A and B. 

Smart Editor

Some of the A/B Testing tools have in-built platforms for creating and editing webpages — a bit like having their own WordPress interface. They can be useful (particularly if the thought of involving your company’s web development team gives you the shudders).

A/B Testing Library

Knowing which elements to test is a significant advantage when A/B testing. Tools such as Convertize provide a catalogue of proven tactics and A/B testing ideas to structure your testing. 

Here is our list of the best A/B Testing tools for web agencies and e-commerce platforms. Scroll down to see our Full Comparison Table

A/B Testing Software

Convertize (UK) is an A/B testing tool designed with web agencies and mid-sized companies in mind. The software allows any marketer to test their ideas, without the need for a webmaster. Complex actions (such as traffic distribution) have been automated. 

Setup & Subscription£35/month
How Pages are LoadedClient-side script with "Lightning Mode"
A/B/n Testing & Split TestingYes
Multivariate Testing (MVT)No
Autopilot Mode or Multi-Armed BanditYes: Autopilot with Hybrid Statistics
Page EditingSmartEditor
Tactic LibraryYes: Neuromarketing Tactics

Logiciels de AB Testing - Optimizely

Optimizely (USA) is an executive solution that offers A/B testing and customisation options. This is the oldest and best known platform. It is also the most expensive at over £1000/month. Optimizely has reshaped its pricing policy since 2015 in order to target executive customers.

Looking for an Optimizely Alternative? Compare with Convertize

Setup and SubscriptionAround £1000 (Available on Request)
How Pages are LoadedClient Side or Server Side
A/B/n Testing & Split TestingYes
Multivariate Testing (MVT)Yes
Autopilot Mode or Multi-Armed BanditMulti-Armed Bandit
Page EditingWYSIWYG Editor
Tactics LibraryYes: Optiverse

Logiciels de AB Testing - VWO

VWO or Visual Website Optimizer (India) is another popular A/B Testing tool with a strong focus on graphics and design. The professional plan costs around £800/month (paid annually) and small plans start at around £40/month.

Looking for a VWO Alternative? Compare with Convertize

Setup and SubscriptionAround £50-1000/month
How Pages are LoadedClient-Side
A/B/n Testing & Split TestingYes
Multivariate Testing (MVT)Yes
Autopilot Mode or Multi-Armed BanditNo
Page EditingWYSIWYG Editor
Tactics LibraryYes: Idea Factory

AB Tasty A/B Testing Tool

AB Tasty (France) is a well-known platform on the French market. It offers a good range of user insight and personalisation features. This A/B Testing tool is designed with enterprise marketers in mind. Prices are no longer displayed on the site, indicating a switch in focus towards executive customers.

Looking for an AB Tasty Alternative? Compare with Convertize

 AB TastyAB Tasty
Setup and Subscription£1000 Setup (min.) and £200/month
How Pages are LoadedClient Side
A/B/n Testing & Split TestingYes
Multivariate Testing (MVT)Yes
Autopilot or Multi-Armed BanditMulti-Armed Bandit
Page EditingWYSIWYG Editor
Tactics LibraryNo

Google Optimize - A/B Testing Software

Google Optimize (USA) is Google’s A/B testing tool. It connects to Google Analytics (which is required to use the software). Google Optimize is free, whilst Optimize 360 ​​provides a paid-for service that can test up to 10 variations of a page. Ergonomics and limitations make the A/B Testing tool difficult to use but it remains a robust option (especially since it’s free).

Looking for an Google Optimize Alternative? Compare with Convertize

 Google Optimize 360Google Optimize 360
Setup and SubscriptionFree
How Pages are LoadedClient Side
A/B/n Testing & Split TestingYes
Multivariate Testing (MVT)Yes, in Beta
Autopilot or Multi-Armed BanditNon
Page EditingWYSIWYG Editor
Tactics LibraryNo

Kameleeon A/B Testing Tool

Kameleoon (France) is another French A/B testing tool. It is an expensive option, with the executive plan priced at nearly £500/month. The platform has begun to focus on personalisation through AI, so it represents a good option for eCommerce businesses with lots of returning business.

Setup and SubscriptionAround £200/month
How Pages are LoadedClient Side
A/B/n Testing & Split TestingYes
Multivariate Testing (MVT)Yes
Autopilot or Multi-Armed BanditMulti-Armed Bandit
Page EditingWYSIWYG Editor
Tactics LibraryNo

Logiciels de AB Testing -

Convert (USA) is one of the A/B Testing tools recommended by ConversionXL founder Peep Laja. The tool  positions itself as the alternative to Optimizely, and is similarly high-powered. The pricing policy is now business-oriented, with the first plan costing over £400/month (paid annually) for 800,000 visitors tested.

Setup and SubscriptionAround £500/month
How Pages are LoadedClient Side
A/B/n Testing & Split TestingYes
Multivariate Testing (MVT)Yes
Autopilot Mode or Multi-Armed BanditNo
Page EditingWYSIWYG Editor
Tactics LibraryNo

Logiciels de AB Testing - Omniconvert

Omniconvert (Romania) targets small and medium enterprises. The A/B Testing tool offers local segmentation and personalisation features, and the platform has consistently offered exceptional value for its range of features. The free plan (which allows testing on up to 5000 views) does not provide a plausible alternative to paid software, as it would be almost impossible to achieve significant results with this volume. 

Setup and SubscriptionAround £100/month
How Pages are LoadedClient Side
A/B/n Testing & Split TestingYes
Multivariate Testing (MVT)Yes
Autopilot Mode or Multi-Armed BanditNo
Page EditingWYSIWYG Editor
Tactics LibraryNo

Logiciels de AB Testing - Adobe Target

Adobe Target (USA) is Adobe’s A/B testing tool. This is an executive service used, for example, by HSBC. The price plan easily exceeds £8500/month. However, for those who can justify such a heavy outlay, the tool provides large-scale high-powered testing. 

 Adobe TargetAdobe Target
Setup and SubscriptionSetup Fee and £1000/month (min.)
How Pages are LoadedServer Side
A/B/n Testing & Split TestingYes
Multivariate Testing (MVT)Yes
Autopilot Mode or Multi-Armed BanditMulti-Armed Bandit
Page EditingWYSIWYG Editor
Tactics LibraryNo

Logiciels de AB Testing - Freshmarketer

FreshMarketer (‘Zarget’) (India & USA) Freshworks bought Zarget in 2017 and renamed it Freshmarketer. The A/B testing platform is now part of a bewildering array of marketing tools offered by Freshworks. Despite this, the A/B testing tool comes as part of a generous Conversion Rate Optimization package which includes heat-mapping, personalisation, and page-editing features. It also offers one of the only realistic free options (10,000 monthly visitors) and a team subscription starting at £99/month for 50,000 visitors. This is a great option for medium and large businesses with large marketing teams but no dedicated CRO department.

 FreshMarketer (Zarget)FreshMarketer (Zarget)
Setup and SubscriptionAround £100-500/month
How Pages are LoadedClient Side
A/B/n Testing & Split TestingYes
Multivariate Testing (MVT)Yes
Autopilot Mode or Multi-Armed BanditNo
Page EditingYes
Tactics LibraryNo

The Accenture Omnichannel Testing Platform, launched in 2016, is a suite of digital testing systems which includes an A/B testing feature. Because of this, it is by far the most expensive option on our list. Installation and set-up alone costs over £25000. However, the service provided is comprehensive, and goes well beyond page testing. For those willing to spend the money, the platform provides AI, security and performance testing as well as user-engagement.

Logiciels de AB Testing - Accenture Testing Platform

OpenText OptiMost is a versatile web optimization platform. However, it does not have a reputation for user-friendly design, and the monthly cost is typically over four figures.

Logiciels de AB Testing - OpenText Optimost

ClickThroo is a mid-range option, with a free-trial period and a wide pricing-range. The platform allows for A/B/n testing, but does not support multivariate tests.

Logiciels de AB Testing - ClickThroo

Conductrics supports both A/B/n and multivariate testing. It comes in both ‘Express’ (no coding knowledge required) and ‘Developer’ (coding required) versions.

Logiciels de AB Testing - Conductrics

The Conversion Rate Experts A/B testing tool is one of the few server-side solutions on the market. This is an executive platform from the company that claims to have invented ‘Conversion Rate Optimisation.’

Logiciels de AB Testing - CRE Engine

Bound 360 is a user-friendly mid-range platform. For the price, it is disappointing that the platform does not offer multivariate testing.

Logiciels de AB Testing - Bound

HiConversion places an emphasis on responsive testing. Prices are available on request, but this is a high-cost option.

Logiciels de AB Testing - HiConversion

Maxymiser is another high-cost option with powerful testing capabilities. Where HiConversion focuses on responsiveness, Maxymiser emphasises the value of personalisation. 

Logiciels de AB Testing - Oracle Maxymiser

Monetate is a mid-range testing option, with a strong pedigree. They work primarily on an agency basis.

Logiciels de AB Testing - Monetate

SiteGainer is a guided testing platform. Whilst the tool lacks flexility, it comes with an impressive range of features. 

Logiciels de AB Testing - SiteGainer

SiteSpect employs an unusual proxy-server method, and is an expensive option. The tool is focused on enhancing customer experience, which sets it apart for web developers working with luxury brands.

Logiciels de AB Testing - SiteSpect

SiteTuners are a CRO agency focused on partnerships and consulting. The tool they offer is priced according to the number of tests you run. Whilst the support provided is generous, this is not a particularly flexible option. It would suit a medium-sized company without its own CRO department.

Logiciels de AB Testing - SiteTuners

Unbounce is one of the better-known tools within the UK A/B testing market. It is an affordable and user-friendly platform, based around on-page CRO. 

Logiciels de AB Testing - Unbounce

Webtrekk is primarily a consulting agency, and has been built to enhance Customer Relationship Management. This makes it a fantastic option for web-developers working with service providers.

Logiciels de AB Testing - Webtrekk

Webtrends is an executive tool that supports both A/B/n and multivariate testing. The support provided to clients is high-quality and intensive, but this is an expensive product.

Logiciels de AB Testing - Webtrends

This tool from Zoho is an affordable and user-friendly way to perform website analytics. It supports all major integrations and offers a wide range of features. Although the platform does not support multivariate tests, it is a fantastic option for small and medium businesses. 

Logiciels de AB Testing - Zoho Pagesense

FREE, £35/monthClient Side with Lightning Mode   
Autopilot with Hybrid Algorithm
Neuromarketing Tactics
AB TastyAB TastyOn RequestClient Side    
Classic 'Multi-armed Bandit' Algorithm
Accenture Testing PlatformAccenture Testing PlatformOver £25,500 Setup + £124k-248k/yearClient Side   Editor WYSIWYG 
Adobe TargetAdobe TargetSetup + £/month (on demand)Client Side   
Classic 'Multi-armed Bandit' Algorithm
OpenText OptimostOpenText OptimostSetup + £/month (on demand)Client Side   Editor WYSIWYG 
ClickThrooClickThroo£73-928/monthClient Side   Editor WYSIWYG 
ConductricsConductricsSetup + £/month (on demand)Client Side   
Classic 'Multi-armed Bandit' Algorithm
ConvertConvertFrom £465-620/monthClient Side   Editor WYSIWYG 
CRE EngineCRE EngineOn RequestServer Side   Editor WYSIWYG 
FreshMarketer (Zarget)FreshMarketer (Zarget)£75-370/monthClient Side     
BoundBoundFrom £388/monthClient Side   Editor WYSIWYG 
Google Optimize 360Google Optimize 360FREE / C. £27180/monthClient Side   Editor WYSIWYG 
HiConversionHiConversionOn RequestClient Side   Editor WYSIWYG 
KameleoonKameleoonFrom £437/monthClient Side   
Classic 'Multi-armed Bandit' Algorithm
OmniconvertOmniconvertOn RequestClient Side   Editor WYSIWYG 
Oracle MaxymiserOracle MaxymiserOn RequestClient Side   Editor WYSIWYG 
MonetateMonetateSetup + £/Month (traffic based)Client Side   Editor WYSIWYG 
OptimizelyOptimizelyOn RequestClient Side   
Classic 'Multi-armed Bandit' Algorithm
SiteGainerSiteGainerOn RequestClient Side  
With the Executive Plan
On RequestProxy Server Method   Editor WYSIWYG 
SiteTunersSiteTuners£/test (On Request)Client Side   Editor WYSIWYG 
UnbounceUnbounce£79-349/monthServer Side   Editor WYSIWYG 
VWOVWOOn RequestClient Side   Editor WYSIWYG 
WebtrekkWebtrekkOn RequestClient Side   Editor WYSIWYG 
WebtrendsWebtrendsOn RequestClient Side   Editor WYSIWYG 
Zoho PagesenseZoho Pagesense£14-366/monthClient Side   Editor WYSIWYG 

The top 10 tools on our list perform well in our comparison table. However, with a couple of exceptions, they tend to be more expensive than the challengers.

There are some really good options amongst the less well-known testing tools. In particular, Zoho Pagesense and Unbounce look set to become popular solutions in 2020. 

The A/B testing software market is in a healthy place, with solutions for every size of eCommerce business. The most important thing when choosing a tool to invest in to be clear about the needs and resources of your business. An A/B testing tool costs money both directly and through the staff time required to use it. To make sure you are choosing the right tool, consider these 10 questions

The best way to learn about A/B testing is with the Convertize A/B Testing Guide 2020. It combines background information on A/B testing, a practical guide to conducting tests and expert tips on making the most of your experiments.

Alternatively, enhance your digital marketing skills by exploring our A/B testing case studies, find new ideas to test in our library of optimisation tactics, or explore the neuromarketing principles that drive e-commerce.

Stephen Courtney

by Stephen Courtney

Stephen is a digital marketer with a background in the history and theory of technology. He now writes about marketing and large technological systems.

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