# Best A/B Testing Tools for Small Business ## How Many A/B Testing Tools Products Does G2 Track? **Total Products under this Category:** 126 ### Category Stats (Jul 2026) - **Average Rating:** 4.5/5 (↑0.01 vs Jun 2026) The average rating of products in this category, based on all submitted ratings - **Top Trending Product:** Personyze (+0.87%) - Among all products in this category, Personyze recorded the largest rating increase compared to last month _Last updated: July 26, 2026_ ## How Does G2 Rank A/B Testing Tools Products? **Why You Can Trust G2's Software Rankings:** - 30 Analysts and Data Experts - 19,300+ Authentic Reviews - 126+ Products - Unbiased Rankings G2's software rankings are built on verified user reviews, rigorous moderation, and a consistent research methodology maintained by a team of analysts and data experts. Each product is measured using the same transparent criteria, with no paid placement or vendor influence. While reviews reflect real user experiences, which can be subjective, they offer valuable insight into how software performs in the hands of professionals. Together, these inputs power the G2 Score, a standardized way to compare tools within every category. ## G2 Grid® for A/B Testing Tools ![G2 Grid® for A/B Testing Tools plotting products by satisfaction and market presence](https://www.g2.com/categories/a-b-testing-tools/grids.png?focus%5B%5D=145164&focus%5B%5D=16536&focus%5B%5D=4306&focus%5B%5D=3442&focus%5B%5D=15394&focus%5B%5D=1320377&focus%5B%5D=68577&focus%5B%5D=4730) Highlighted products: PostHog, Webflow, VWO Testing, Omniconvert, Moosend, Varify.io®, EngageBay, and AB Tasty. Underlying data: [Grid® JSON](https://www.g2.com/categories/a-b-testing-tools/grids.json?focus%5B%5D=posthog&focus%5B%5D=webflow&focus%5B%5D=wingify-vwo-testing&focus%5B%5D=omniconvert&focus%5B%5D=moosend&focus%5B%5D=varify-io&focus%5B%5D=engagebay&focus%5B%5D=ab-tasty&segment=small-business) **Sponsored** ### GetResponse GetResponse is a lifecycle automation platform for businesses that want to drive more consistent, repeatable revenue across the entire customer journey. We help you move customers from first touch to first purchase, repeat purchase, and reactivation - using email, SMS, push notifications, and lifecycle automation across every stage of the customer journey With built-in deliverability, behavioral triggers, and deep integrations, you can launch faster, reduce manual work, and turn your lifecycle into a predictable revenue system. No disconnected tools. No campaign chaos. Just one system designed to move customers forward. [Visit website](https://www.g2.com/external_clickthroughs/record?secure%5Bad_program%5D=ppc&secure%5Bad_slot%5D=category_product_list&secure%5Bcategory_id%5D=630&secure%5Bchosen_at%5D=2026-07-27T23%3A00%3A30Z&secure%5Bdisplayable_resource_id%5D=630&secure%5Bdisplayable_resource_type%5D=Category&secure%5Bmedium%5D=sponsored&secure%5Bplacement_reason%5D=page_category&secure%5Bplacement_resource_ids%5D%5B%5D=630&secure%5Bprioritized%5D=false&secure%5Bproduct_id%5D=2621&secure%5Bresource_id%5D=630&secure%5Bresource_type%5D=Category&secure%5Bsource_type%5D=category_page&secure%5Bsource_url%5D=https%3A%2F%2Fwww.g2.com%2Fcategories%2Fa-b-testing-tools%2Fsmall-business&secure%5Btoken%5D=3d0cad8cfc2c6d64a05cb90d9c1893af19f18daf4eeceb94ef26f3d97b818d21&secure%5Burl%5D=https%3A%2F%2Fwww.getresponse.com%2Fmax%2Fbook-a-demo%3Futm_campaign%3DEU_EN_G2_Click_Campaign_GR_MAX_Only%26utm_medium%3Dcpc%26utm_source%3Dg2&secure%5Burl_type%5D=book_demo) ### [Varify.io®](https://www.g2.com/products/varify-io/reviews) Varify.io® is a comprehensive website optimization solution designed to help users enhance their conversion rates through data-driven A/B testing. This platform caters to businesses of all sizes, enabling them to make informed decisions about their website design and content without the need for programming expertise. By providing a user-friendly interface and robust features, Varify.io® empowers marketers and website owners to optimize their online presence effectively. The target audience for Varify.io® includes digital marketers, small to medium-sized business owners, and web developers who seek to improve user engagement and conversion rates. The platform serves various use cases, such as testing different website layouts, experimenting with call-to-action buttons, and analyzing user behavior to identify areas for improvement. By leveraging the capabilities of Varify.io®, users can implement changes that are backed by real-time data, ultimately leading to more effective marketing strategies and increased revenue. One of the standout features of Varify.io® is its Traffic Flatrate model, which allows users to conduct A/B testing without worrying about fluctuating costs based on website traffic. This pricing structure ensures that businesses can focus on optimizing their sites without the financial stress associated with varying traffic levels. Additionally, the platform's Visual Editor enables users to customize website content effortlessly, allowing for modifications to images, text, and videos without any coding knowledge. This accessibility makes it easier for teams to collaborate and implement changes quickly. Varify.io® also offers immediate applicability, as users can integrate a simple JavaScript code snippet into their website to start tracking and testing right away. This seamless integration ensures that website functions and consent layers remain operational, allowing users to maintain their existing workflows while benefiting from the optimization tools provided by Varify.io®. The combination of these features not only enhances user experience but also streamlines the process of website optimization. Overall, Varify.io® stands out in the realm of website optimization solutions by offering a feature-rich platform that prioritizes ease of use and affordability. Its unique selling points, such as the Traffic Flatrate pricing model and the intuitive Visual Editor, make it an attractive option for businesses looking to improve their online performance without the complexities often associated with traditional A/B testing tools. **Average Rating:** 4.9/5.0 **Total Reviews:** 55 #### How Do G2 Users Rate Varify.io®? - **Has the product been a good partner in doing business?:** 9.8/10 (Category avg: 9.0/10) - **Reporting and Analytics:** 9.2/10 (Category avg: 8.5/10) - **Multivariate testing capacities:** 9.3/10 (Category avg: 8.6/10) - **AI/Machine Learning:** 6.1/10 (Category avg: 7.5/10) #### Who Is the Company Behind Varify.io®? - **Seller:** [Varify](https://www.g2.com/sellers/varify) - **Company Website:** https://www.varify.io - **Year Founded:** 2019 - **HQ Location:** Grünwald, DE - **LinkedIn® Page:** https://www.linkedin.com/company/varify-io (23 employees on LinkedIn®) #### Who Uses This Product? - **Top Industries:** Marketing and Advertising, Apparel & Fashion - **Company Size:** 68% Small, 29% Medium #### What Do G2 Reviewers Say About Varify.io®? _AI-generated summary from verified user reviews_ ##### Pros - Users value the **affordability** of Varify.io®, appreciating its effectiveness and simplicity for A/B testing. - Users highlight the **seamless integrations** of Varify.io, enhancing data analysis and A/B testing efficiency for all skill levels. - Users value the **search efficiency** of Varify.io®, enabling quick access to vital information for their A/B testing needs. - Users praise **Varify's ease of use and exceptional support** , making A/B testing seamless and efficient for their businesses. - Users highlight the **exceptional customer support** from Varify, appreciating their responsiveness and tailored assistance. ##### Cons - Users experience **confusion in navigation** when trying to locate the right experiment in the dashboard overview. - Users find the **dashboard overview lacking** , making it challenging to quickly locate the desired experiment. - Users find it sometimes challenging to select elements in the editor, indicating **editing issues** that can be frustrating. - Users desire more **segment filters** in Varify.io®'s reporting section to enhance data analysis capabilities. - Users find the **learning curve for audience targeting** challenging due to its reliance on JavaScript knowledge. #### What Are Recent G2 Reviews of Varify.io®? **["A/B testing without an agency and without a developer"](https://www.g2.com/survey_responses/varify-io-review-13168748)** **Rating:** 4.5/5.0 stars _— Laura W._ [Read full review](https://www.g2.com/survey_responses/varify-io-review-13168748) **["Great Pricing and Features - makes CRO possible on a Small Budget"](https://www.g2.com/survey_responses/varify-io-review-13129935)** **Rating:** 5.0/5.0 stars _— Antonia B._ [Read full review](https://www.g2.com/survey_responses/varify-io-review-13129935) ### [LaunchDarkly](https://www.g2.com/products/launchdarkly/reviews) Founded in 2014 and headquartered in Oakland, California, LaunchDarkly serves over thousands of enterprises, including a quarter of the Fortune 500. LaunchDarkly is the runtime control platform for the AI era, trusted by software teams to control AI-generated code and AI agents in production at any scale. The LaunchDarkly platform delivers runtime control through two solutions: CodeControl and AgentControl. CodeControl helps teams ship AI-generated code confidently. With CodeControl, teams can observe production behavior, make changes in real time, and limit exposure based on actual impact. Through a combination of industry-leading feature flags, progressive rollouts, real-time observability, experimentation, and automatic recovery, LaunchDarkly gives organizations the ability to move at AI speed without giving up control. AgentControl helps teams keep AI agents in check in production, blocking bad behavior and steering responses in real time. Teams can configure prompts and models before launch, monitor and observe live performance and behavior, and automatically take action—without redeploying. When agents make curious decisions, or when small prompt or model changes cause big issues, AgentControl detects and corrects them as they happen. With runtime control across code and agents, LaunchDarkly helps enable teams to ship AI-built software with confidence, govern agent behavior in production, optimize AI performance and cost, build self-healing systems, and experiment continuously. The result is faster release velocity, lower production risk, and the ability to continuously adapt software and AI systems without slowing down to stay safer. **Average Rating:** 4.5/5.0 **Total Reviews:** 780 #### How Do G2 Users Rate LaunchDarkly? - **Has the product been a good partner in doing business?:** 9.0/10 (Category avg: 9.0/10) - **Reporting and Analytics:** 7.3/10 (Category avg: 8.5/10) - **Multivariate testing capacities:** 8.3/10 (Category avg: 8.6/10) - **AI/Machine Learning:** 6.1/10 (Category avg: 7.5/10) #### Who Is the Company Behind LaunchDarkly? - **Seller:** [LaunchDarkly](https://www.g2.com/sellers/launchdarkly) - **Company Website:** https://launchdarkly.com/ - **Year Founded:** 2014 - **HQ Location:** Oakland, CA - **Twitter:** @LaunchDarkly (5,558 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/3749939/ (643 employees on LinkedIn®) #### Who Uses This Product? - **Who Uses This:** Software Engineer, Senior Software Engineer - **Top Industries:** Computer Software, Information Technology and Services - **Company Size:** 47% Medium, 36% Large #### What Do G2 Reviewers Say About LaunchDarkly? _AI-generated summary from verified user reviews_ ##### Pros - Users appreciate the **ease of use** of LaunchDarkly, enjoying straightforward setup and intuitive UI for feature management. - Users value the **ease of implementing feature flags** in LaunchDarkly, enabling seamless adjustments without downtime. - Users value the **flexibility and intuitive design** of LaunchDarkly, enhancing feature flag management effortlessly. - Users admire the **easy setup** of LaunchDarkly, making integration and configuration seamless even for beginners. - Users value the **great documentation and ease of use** of LaunchDarkly, making implementation straightforward and efficient. ##### Cons - Users find **feature flag management cumbersome** , particularly with A/B functionality, tagging, and holdout group handling. - Users note **manual processes for managing flags** , which can hinder efficiency and complicate flag handling. - Users express concern over **missing features** like crypto-signature support and enhanced flag management in LaunchDarkly. - Users are frustrated by the **limited features** of LaunchDarkly, hindering automation and integration capabilities. - Users find the **complex features** of LaunchDarkly cumbersome, complicating environment management and configuration updates. #### What Are Recent G2 Reviews of LaunchDarkly? **["Fantastic SDK Integrations and a Unified Workflow for Safe Deployments & Experimentation"](https://www.g2.com/survey_responses/launchdarkly-review-13086481)** **Rating:** 4.5/5.0 stars _— Raj K._ [Read full review](https://www.g2.com/survey_responses/launchdarkly-review-13086481) **["Effortless Feature Management and Integration"](https://www.g2.com/survey_responses/launchdarkly-review-13164660)** **Rating:** 4.0/5.0 stars _— SARAYU B._ [Read full review](https://www.g2.com/survey_responses/launchdarkly-review-13164660) ### [Landingi](https://www.g2.com/products/landingi/reviews) Landingi is an AI landing page operation system built for marketers who need to create, launch, manage, and optimize landing pages at scale. It supports every stage of campaign execution using landing pages – from creation and publishing to integration, optimization, and conversion improvement. At the core of the platform is Landingi’s AI ecosystem: Lunar, Solis, and Orbit. These tools support marketers across the full landing page workflow and turn AI into a practical execution layer, not just an add-on. Lunar is an AI landing page generator that helps marketers create landing pages faster, reducing the time needed to move from idea to launch-ready asset. It accelerates campaign creation and removes much of the manual work involved in building pages from scratch. Solis is an AI agent that supports landing page optimization by analyzing user behavior and page performance. It helps teams identify what may be limiting results and speeds up the implementation of changes that support better conversion outcomes. Orbit (coming soon) extends Landingi into AI-native workflows through MCP. It connects Landingi capabilities with a marketer’s preferred AI environment, making it easier to work with landing page creation and optimization in a more connected and efficient way. Together, Lunar, Solis, and Orbit give marketers AI support across design, execution, optimization, and conversion-focused improvements. This helps reduce operational friction, improve speed, and maintain control over campaign workflows. Beyond AI, Landingi provides the operational features teams need to scale. Marketers can create and manage Programmatic Landing Pages for large-volume campaigns, run A/B tests to compare variants and improve results, and use Smart Sections to update repeated page elements across multiple landing pages faster. The platform also supports scheduling, making it easier to control when pages go live or expire, and Dynamic Text Replacement (DTR), which helps align page content with ad intent and improve message match. Landingi also supports multi-language pages with automatic translations into 35 languages. To support campaign execution, Landingi also provides a pixel-perfect drag-and-drop editor for building landing pages, including mobile views. With 400+ ready-to-use templates designed for different industries and campaign goals, teams can create high-converting pages faster and with less effort. Landingi also offers 170+ integrations that connect the platform with the rest of the marketing stack, including analytics, CRM, email marketing, advertising, and automation tools. This helps teams automate workflows, improve campaign efficiency, and keep landing page operations aligned with their broader marketing systems. Landingi is also built for teams that need reliability, security, and compliance alongside speed. The platform highlights enterprise-grade infrastructure, including 99.96% uptime, and positions infrastructure stability as a core part of campaign performance. For enterprise environments, Landingi emphasizes system reliability, data security, integrations, and scalability. It also communicates GDPR compliance and states support for DORA requirements, alongside features such as 2FA, audit logs, secure AWS-based infrastructure, and regular external penetration testing. As a result, Landingi gives marketers the infrastructure to run landing page operations with more speed, consistency, and control. **Average Rating:** 4.5/5.0 **Total Reviews:** 382 #### How Do G2 Users Rate Landingi? - **Has the product been a good partner in doing business?:** 8.9/10 (Category avg: 9.0/10) - **Reporting and Analytics:** 8.4/10 (Category avg: 8.5/10) - **Multivariate testing capacities:** 8.4/10 (Category avg: 8.6/10) - **AI/Machine Learning:** 7.5/10 (Category avg: 7.5/10) #### Who Is the Company Behind Landingi? - **Seller:** [Landingi](https://www.g2.com/sellers/landingi) - **Company Website:** https://landingi.com - **Year Founded:** 2013 - **HQ Location:** Dallas, US - **Twitter:** @landingiapp (2,100 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/3227749/ (32 employees on LinkedIn®) #### Who Uses This Product? - **Who Uses This:** CEO, Owner - **Top Industries:** Marketing and Advertising, Computer Software - **Company Size:** 90% Small, 10% Medium #### What Do G2 Reviewers Say About Landingi? _AI-generated summary from verified user reviews_ ##### Pros - Users appreciate the **ease of use** of Landingi, allowing for quick and simple landing page creation. - Users value the **intuitive interface and variety of templates** , making landing page creation quick and easy. - Users appreciate the **easy setup** with Landingi, enjoying quick creation of landing pages and mobile versions. - Users appreciate the **ease of creation** with Landingi, enabling quick and simple landing page development. - Users commend Landingi for its **rapid and responsive customer support** , ensuring quick assistance and satisfaction. ##### Cons - Users find Landingi's **limited feature set** frustrating, especially for advanced needs and tracking integrations. - Users note the **missing features** in Landingi, highlighting shortcomings in shortcuts, customization, and mobile functionality. - Users feel that Landingi's pricing is **too steep** , especially for small teams and startups seeking budget-friendly options. - Users face issues with **frequent logouts and limited export options** , hindering their efficiency and productivity. - Users find **contact form options limited** and functionality reduced for multi-page landing pages, needing third-party integrations. #### What Are Recent G2 Reviews of Landingi? **["Perfect for Campaign Deployments, Needs Better Mobile Workflow"](https://www.g2.com/survey_responses/landingi-review-12268440)** **Rating:** 4.0/5.0 stars _— Filip K._ [Read full review](https://www.g2.com/survey_responses/landingi-review-12268440) **["A Powerful Tool for Launching High-Converting Landing Pages Quickly"](https://www.g2.com/survey_responses/landingi-review-11376240)** **Rating:** 4.5/5.0 stars _— Kathy P._ [Read full review](https://www.g2.com/survey_responses/landingi-review-11376240) - ‹ Prev‹ Prev - 1 - [2](/categories/a-b-testing-tools/small-business?order=g2_score&page=2#product-list) - [3](/categories/a-b-testing-tools/small-business?order=g2_score&page=3#product-list) - [Next ›Next ›](/categories/a-b-testing-tools/small-business?order=g2_score&page=2#product-list) Spotlight Categories [Loyalty Management Software](https://www.g2.com/categories/loyalty-management) [Professional Services Automation Software](https://www.g2.com/categories/professional-services-automation) [Data Observability Software](https://www.g2.com/categories/data-observability) [Online Backup Software](https://www.g2.com/categories/online-backup) [Conversation Intelligence Software](https://www.g2.com/categories/conversation-intelligence) Similar Categories - [Customer Journey Mapping](/categories/customer-journey-mapping) - [Heatmap Tools](/categories/heatmap-tools) - [Landing Page Builders](/categories/landing-page-builders) - [Other Conversion Rate Optimization](/categories/other-conversion-rate-optimization) - [Product Analytics](/categories/product-analytics) - [Session Replay](/categories/session-replay) [Browse A/B Testing Themes](/categories/a-b-testing-tools/themes) ![Alanna Iwuh](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Alanna Iwuh") A Researched and written by [Alanna Iwuh](https://research.g2.com/insights/author/alanna-iwuh) Updated Products classified in the overall A/B Testing category are similar in many regards and help companies of all sizes solve their business problems. However, small business features, pricing, setup, and installation differ from businesses of other sizes, which is why we match buyers to the right Small Business A/B Testing to fit their needs. Compare product ratings based on reviews from enterprise users or connect with one of G2's buying advisors to find the right solutions within the Small Business A/B Testing category. In addition to qualifying for inclusion in the A/B Testing Tools category, to qualify for inclusion in the Small Business A/B Testing Tools category, a product must have at least 10 reviews left by a reviewer from a small business. Top Tools at a Glance | | Visual website testing and conversion validation | User Review "Amazing No-Code Visual Editor That Makes Test Variations Fast" | | | No-code web experiments with targeting control | User Review "AB Tasty’s All-in-One Platform for Testing, Personalization, and Experimentation" | | | Progressive feature release control | User Review "Fantastic SDK Integrations and a Unified Workflow for Safe Deployments & Experimentation" | | | Personalized commerce testing and journey optimization | User Review "Bloomreach Still Shines Years Later" | | | Fast onsite copy and variant tests | User Review "CRO Platform with Fast A/B Testing and Personalization" | | | CRM-led email campaign testing | User Review "Streamlined Contact Management and Landing Pages That Keep Workflows Simple" | | | Designer-led website changes for testing readiness | User Review "Best webdesign building platform" | | | Product analytics with built-in experiments | User Review "PostHog Gives a Complete, Connected View of the Customer Journey" | * * * Show More * * * ## How Do You Choose the Right A/B Testing Tools? ### What You Should Know About A/B Testing Tools ### What are A/B Testing Tools? A/B testing tools measure how customers interact with a brand’s digital creative content. Through conducting tests on customer interaction, companies can extract real data and metrics to optimize products. A/B testing tools allow marketers, advertisers, and web developers to test different versions of digital content to find the customer-preferred digital experience and personalization for various personas. Website visitors subconsciously react to every element on a web page—such as the color and aggressiveness of a live chat pop-up, the phrasing of a call-to-action (CTA) button, or the positioning of the search bar. A/B testing solutions give web content creators the tools to deploy the tests, determine the target audience, and analyze the experiment results. These tools are used to improve conversion rate and bounce rates, as well as the overall success of a website. The main way that digital creativity is tested is through a rotating A/B test. This is done by using two iterations of a design and seeing which one gets the highest click-through rate. A company can conduct a test with version A for 500 users from the target audience and then another test on version B for 500 users with a completely different variant. The company can then see which one gets the highest click-through rate and, ultimately, determine which variant should be used. A/B testing can offer the following use cases to improve a company’s performance: - Create the most successful version of the e-commerce site, especially the home page and calls-to-action (CTA) - Increase website traffic and reduce bounce rates - Gain insight into user behavior - Analyze any and all test segments to discover key opportunities - Increase conversion rates and e-commerce profits - Tailor e-commerce content and goals through continuous testing - Determine the consumer impact of differing designs and formats on website optimization #### What Types of A/B Testing Tools Exist? **Proprietary A/B testing** Proprietary solutions will require time and resources but will adapt to very specific case studies and customizations. Proprietary products also provide customer support and streamline the process of setting up, tracking, and analyzing tests. **Open-source A/B testing** Open-source solutions come with a very small price tag (if any at all). While open-source software doesn’t offer the same kinds of reports and finetuned features as proprietary solutions, it gives access to an entire community of programmers and developers with bountiful testing experience. ### What are the Common Features of A/B Testing Tools? **A/B/n testing:** This type of split testing takes A/B testing to the next level by analyzing multiple versions of a creative product, one variable at a time. This allows a company to determine the best variation across a multitude of tests that measure KPIs on several iterations. The analytics tools used for a simple A/B test will also measure the same KPIs for the multiple variations. **Multivariate testing:** Multivariate testing uses the same methods as A/B testing, but instead of testing only two variables, it tests a higher number. This is essentially like having two tests combined into one. This is a way to conduct test combinations. For example, one multivariate test can test whether the combination of a blue header and white text works better than a red header with grey text. Then, it can test what happens when the combination is flipped—whether a blue header would work better with grey text or a red header would work better with white text. A successfully performed multivariate test would then show which combination had the highest click-through rate. The major benefit of multivariate testing is saving time and ensuring that the best combination with the highest conversion rate is being presented on the website. **Multipage funnel testing:** Multipage funnel testing is a way to test variations of several consecutive website pages. This is a great way to see if customers are finding what they’re looking for in the quickest way possible. The use case of multipage funnel testing can be easily applicable to retail, e-commerce, and any other website where the company is selling a product. This can test how quickly a user went through the buyer funnel from initial interest all the way to the final goal of purchasing the product. A multipage funnel test can help test the most effective way to convert customer interest into a customer purchase. **Audience targeting:** Audience targeting provides the ability to choose where the test will run and for whom. A/B test can be conducted to see which visitor conditions to show the experiment to and which specific URLs the experiment should run on the site. To increase engagement from mobile users who are using Google Chrome, audience targeting can conduct the A/B test on these specific users. This helps increase engagement with a particular audience. **Funnel analysis:** Funnel analysis allows companies to analyze the data in the buyer's journey and make necessary changes to facilitate conversion rate optimization. A/B test with funnel analysis helps understand if things such as registration pages or website subscription options are driving more people to convert or if they’re turning customers away. This allows the tester to see if they need to make adjustments to certain stages to increase engagement. **Heat maps:** Heat maps are a very effective tool for visualizing which links users click on when they visit a website. Heat maps applied to an A/B test will show certain links on a webpage in either blue, yellow, or red to indicate how often those links are clicked. This way, testers can analyze how to effectively set up a page and ensure that the most important links are in spots that are being clicked on the most. **Surveys:** A valuable feature in A/B testing software is surveys. This enables companies to directly ask users which type of variant they prefer through a variety of different questions. The data from the survey can then be translated into graphs or charts, which makes it easier for the tester to visualize the results. This can help companies target which specific variants are working well and which variants are failing. It also may give companies more detail on where to head in order to improve their designs by asking questions that make users explain in detail rather than asking simple yes or no questions. **Statistical relevance analysis:** Statistical relevance analysis helps confirm if an A/B test has a large enough sample size. Users can track their data in real time and see if the test needs more time or if there’s enough traffic to confirm that one variant performed better than another. This helps users stop the test and not use more time on it than needed. Achieving the right sample size ensures the statistical significance of test results is achieved during the testing process. **Test scheduling:** A/B testing platforms allow users to schedule tests in advance to ensure that they are conducted during a time when the website is expected to get a lot of traffic. ### What are the Benefits of A/B Testing Tools? A/B testing software is an essential tool for optimization and growth. The best way to improve a product's performance is by continuously conducting new trials to see what works and what doesn't. The following are reasons why vendors benefit from using these tools. **Higher conversion rates:** Companies can conduct a test to see what will produce the best conversion rate. Rotating A/B tests can give content creators an accurate representation of how quickly users can find what they’re looking for on a website. This can lead to customers purchasing more quickly or subscribing to newsletters more frequently, leading to greater conversions and higher revenue for the company. **Real-time testing:** A/B testing can save companies plenty of time by testing variations in real time. Instead of having to pull people aside to conduct trials, rotating tests are conducted on users who are currently visiting the website. **Genuine testing:** Another major benefit of A/B testing is genuine testing. Tests are conducted on actual visitors who are coming to the website, which means that the results are not skewed by incentives or preconceived knowledge within a trial. Since the testing is done on completely random visitors, the company will get the most accurate picture of how customers are behaving in real time. **Reduced bounce rate:** One of the main goals of A/B testing tools is to test ways to keep people on a website for as long as possible. This can be done by incorporating different page layouts, links that lead back to the website, and CTA buttons. High bounce rates are the main reason for low conversion rates, so testing ways to reduce the bounce rate of a landing page is a critical way to keep customers engaged. ### Who Uses A/B Testing Tools? While A/B testing tools and personalization software generally integrate with systems that work on both the front end and back end of websites, the software isn’t just for technical website developers who specialize in coding. Users with varying skill sets can use the software to enhance their currently existing websites. Appropriately, A/B testing software vendors clearly advertise either their ease of use (embedding just one line of code) or the flexibility with which their tests can be conducted (conducting split-level experiments). Here are some ways various team members can use these tools to enhance performance: **Digital marketing teams:** Digital marketing teams can utilize A/B testing software in a variety of ways. They can measure the efficacy of CTAs, headlines, images, and copy to see which variations will have higher click-through rates with users. In addition, they can measure the frequency of cart abandonment to test how likely a customer is to convert into a sale. **Design teams:** Perfecting the design of a website is an ongoing process. Design teams can utilize A/B testing to optimize a website’s performance and quality of the user experience by making sure visitors are staying on for an ample amount of time. They can do this by testing how quickly people find what they’re looking for, where to place links on a page to get the most clicks, and other web layout adjustments in order to increase customer engagement.  **Research and development teams:** Research teams that focus on optimizing website performance can use surveys within A/B testing tools to see which variants appeal to more users. They can ask about customer desires, demographics, and any other details that they can extract to improve their product and website. #### Software Related to A/B Testing Tools A/B testing can be supplemented with a wide variety of other software that also test for conversion rates and lead generation: [Email marketing software](https://www.g2.com/categories/email-marketing) **:** Email marketing software includes A/B testing features, which can be used to test which of two email campaign options will be more successful. During this process, two variations of an email campaign are sent out to two different pools of recipients. Whichever pool has the higher click rate on the email campaign will indicate which one will be more successful. The results can indicate the open rate, click-through rate, and the number of subscribers that were influenced by the email campaign. This is a great tool to guarantee that the marketing campaign is effective and that it will generate more revenue and happier customers. [Web content management software](https://www.g2.com/categories/web-content-management) **:** Web content management (WCM) systems allow users to create, edit, and publish digital content such as text, embedded audio and video files, and interactive graphics for websites. WCM tools offer an assortment of templated web pages, from which site administrators can browse and choose. Since the main goal of web content management is to maximize customer engagement, it is a great software to integrate with A/B testing. A/B tests can be conducted on certain web content and provide higher conversion rates. [Digital analytics software](https://www.g2.com/categories/digital-analytics) **:** Digital analytics software tracks website visitors and measures web traffic. Marketers, web developers, and analysts use digital analytics suites to report on the effectiveness and popularity of web experiences and to determine how visitors are finding and interacting with their sites. Digital analytics supplement A/B testing by showing companies which areas need improvement on their website. This can indicate what areas need help from a test to determine what will improve customer engagement. [Heatmap tools](https://www.g2.com/categories/heatmap-tools) **:** Marketers and web developers use heat maps and in-page analytics to visualize where on a web page visitors click, hover, and scroll. Heat maps can be integrated with A/B testing software to effectively set up a page and ensure that the most important links are in spots that are being clicked on the most. ### Challenges with A/B Testing Tools **Ensuring random testing:** It is difficult to ensure that a test is truly random. For example, if a company wanted to conduct an A/B test on page traffic on any random day, it might be difficult to assess whether visitors were less likely to come on that day. If the weather was nice or it was too close to the holidays, people might be less likely to be on their computers, which can skew the test's results. **Testing too many variables:** Product teams are constantly trying to reimagine product pages with new designs to increase sales. However, overtesting can be a problem, especially when users are more familiar with one design over another. This can lead product teams to be overfocused on certain website designs that will most likely not have an effect on the user. The best way to avoid this issue is to focus on major design changes, such as page layouts, rather than the font size of certain words. **Small sample sizes:** Often, A/B tests are conducted on too small a sample. This means that there is not enough data to confidently say that a variation is more successful than another variation because not enough people were tested. The best way to avoid this issue is to conduct a test that is concluded when the test reaches 95% confidence. While this may take some time, it can ensure that it was conducted effectively. ### How to Buy A/B Testing Tools and Software #### Requirements Gathering (RFI/RFP) for A/B Testing Tools When searching for the right A/B testing tool, it’s important to create a long list based on products that contain some of the most necessary features for an effective experiment. After the available pool has been segmented based on crucial features, one can then sort based on nice-to-haves, bells and whistles, and industry-specific software requirements. #### Compare A/B Testing Software Products **Create a long list** In order to create a long list, buyers must ensure the products being considered meet these core criteria: - The software is compatible with one’s technology and computer programs - Cloud storage is available for experimental data - The software offers the scalability needed to perform experiments with a certain n-size - Cost aligns with budget **Create a short list** Once a long list based on core features is created, a short list should be further narrowed based on nice-to-haves and bells and whistles:  - What you see is what you get (WYSIWYG) editing - Little to no coding options for businesses that don’t have employees with a computer science background - Multivariate testing capacities should experiment with more than one variable need to be tested simultaneously - Mobile app testing capabilities if a business has mobile content **Conduct demos** Buyers must schedule calls with the vendors on the short list to ensure their product is the right fit. The most foolproof way to make the right decision is to actually test out the software. It is important to ask vendors about how their product addresses the business’ most pressing needs. #### Selection of A/B Testing Tools **Choose a selection team** The selection team should include the CEO and other executives from finance, marketing, and IT. The CEO will be there to represent the whole company and its business objectives. Finance will be able to represent the company and IT will determine if the product fits well into existing tech stacks and company technology. Most importantly, representatives from marketing will be able to speak fluently on the goals of A/B testing and company needs with software, since the marketing team will be the end user for these tools. **Negotiation** A/B testing software vendors will be bringing their strongest team to seal the deal with a potential client. Therefore, it’s important to come to the negotiation process with questions on certain key features one needs. These include (but are not limited to) multivariate testing and WYSIWYG capabilities, how much coding experience is needed to use the interface, and AI or machine learning. Buyers must ask questions about the total costs and fees associated with purchasing, implementing, and using the product. In order to prevent surprises later, it is crucial to ensure the terms and conditions are read in full and discussed.  **Final decision** It could be useful to create a scoring template that measures the various features mentioned in the long and short list, as well as notes from calls between the client and vendor. ### A/B Testing Tools Trends **Calls-to-action (CTA):** CTAs have become the most popular test to conduct within A/B testing. Calls to action are phrases that try to induce urgency in the buyer, like a certain offering will expire soon or must be purchased immediately. More companies are using CTA links, as they help with end-of-funnel marketing and can lead to a sale in the quickest way possible. Common A/B tests to run on a CTA button include bigger text size, brighter button colors, and any other adjustments to make the button more visually appealing or engaging. **Mobile A/B testing:** These tests are seeing a huge spike in growth as more users are shifting away from desktops and onto their phones. Mobile A/B testing trends can help companies analyze how their mobile app’s layout is performing and how to make mobile purchases for consumers as simple as possible. Since the screen size is so drastic from the desktop to the mobile screen, it’s important to make necessary changes so users can see product offerings on a smaller screen. **Website personalization:** A/B tests enable users to run tests based on customers’ personal information. Companies can utilize big data to offer tailored content (based on assumptions about the way a visitor will behave) to invoke the feeling of a personalized shopping or browsing experience. Testers can run A/B tests to examine if the tailored content leads to more conversions or engagement.