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.

Page 6 | Best A/B Testing Tools: User Reviews from October 2026

Incendium

Incendium is an AI driven marketing ecosystem that harnesses machine learning and a unique tracking system to gain unparalleled insights across every stage of your customer journey. Quickly identify opportunities and action your data with Incendium’s leading personalization engine.

Average Rating: 4.9/5.0

Total Reviews: 7

How Do G2 Users Rate Incendium?

Has the product been a good partner in doing business?: 10.0/10 (Category avg: 9.0/10)
Reporting and Analytics: 10.0/10 (Category avg: 8.5/10)
Multivariate testing capacities: 10.0/10 (Category avg: 8.6/10)
AI/Machine Learning: 10.0/10 (Category avg: 7.5/10)

Who Is the Company Behind Incendium?

Seller: Incendium AI
Year Founded: 2019
HQ Location: London, GB
Twitter: @incendiumai
13 Twitter followers
LinkedIn® Page: www.linkedin.com
10 employees on LinkedIn®

Who Uses This Product?

Company Size: 86% Small, 14% Large

What Do G2 Reviewers Say About Incendium?

AI-generated summary from verified user reviews

Pros

Users commend the attribution accuracy of Incendium, appreciating precise models and effective KPI customizations.
Users praise the phenomenal customer support of Incendium, alongside accurate attribution models and KPI customizations.
Users value the extensive customization options in Incendium, which enhance usability and cater to individual needs.
Users praise the improved dashboard usability of Incendium, finding it easier to access and understand data effectively.
Users praise the efficient access to data in Incendium, enhanced by a user-friendly interface and responsive team support.

Cons

Users mention a steep learning curve with Incendium, leading to feelings of being overwhelmed initially.
Users struggle with a steep learning curve, often leading to confusion and data paralysis when using Incendium.

What Are Recent G2 Reviews of Incendium?

"Transformational Tool for Connecting Online and Offline Sales with Exceptional Support"

Rating: 5.0/5.0 stars

— Justin M.

Best A/B Testing Tools - Page 6

How Many A/B Testing Tools Products Does G2 Track?

Category Stats (Oct 2026)

How Does G2 Rank A/B Testing Tools Products?

G2 Grid® for A/B Testing Tools

How Do G2 Users Rate Incendium?

Who Is the Company Behind Incendium?

Who Uses This Product?

What Do G2 Reviewers Say About Incendium?

Pros

Cons

What Are Recent G2 Reviews of Incendium?

How Do G2 Users Rate Figpii?

Who Is the Company Behind Figpii?

Who Uses This Product?

What Do G2 Reviewers Say About Figpii?

Pros

Cons

What Are Recent G2 Reviews of Figpii?

How Do G2 Users Rate Howuku?

Who Is the Company Behind Howuku?

Who Uses This Product?

What Are Recent G2 Reviews of Howuku?

What Are G2 Users Discussing About Howuku?

AI can help you find the answers. G2 helps you trust them.

How Do G2 Users Rate Hypertune?

Who Is the Company Behind Hypertune?

Who Uses This Product?

What Do G2 Reviewers Say About Hypertune?

Pros

Cons

What Are Recent G2 Reviews of Hypertune?

How Do G2 Users Rate Kartra?

Who Is the Company Behind Kartra?

Who Uses This Product?

What Do G2 Reviewers Say About Kartra?

Pros

Cons

What Are Recent G2 Reviews of Kartra?

What Are G2 Users Discussing About Kartra?

How Do G2 Users Rate Ptengine?

Who Is the Company Behind Ptengine?

Who Uses This Product?

What Do G2 Reviewers Say About Ptengine?

Pros

What Are Recent G2 Reviews of Ptengine?

What Are G2 Users Discussing About Ptengine?

How Do G2 Users Rate Selzy?

Who Is the Company Behind Selzy?

Who Uses This Product?

What Do G2 Reviewers Say About Selzy?

Pros

Cons

What Are Recent G2 Reviews of Selzy?

How Do G2 Users Rate Spotler Activate?

Who Is the Company Behind Spotler Activate?

Who Uses This Product?

What Are Recent G2 Reviews of Spotler Activate?

What Are G2 Users Discussing About Spotler Activate?

How Do G2 Users Rate UXWizz?

Who Is the Company Behind UXWizz?

Who Uses This Product?

What Are Recent G2 Reviews of UXWizz?

How Do G2 Users Rate CustomFit.ai?

Who Is the Company Behind CustomFit.ai?

Who Uses This Product?

What Do G2 Reviewers Say About CustomFit.ai?

Pros

Cons

What Are Recent G2 Reviews of CustomFit.ai?

Who Is the Company Behind Marketing Optimizer?

Who Uses This Product?

What Are Recent G2 Reviews of Marketing Optimizer?

What Are G2 Users Discussing About Marketing Optimizer?

How Do G2 Users Rate Mida?

Who Is the Company Behind Mida?

Who Uses This Product?

What Are Recent G2 Reviews of Mida?

How Do G2 Users Rate Proof Experiences?

Who Is the Company Behind Proof Experiences?