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A/B Testing reviews by real, verified users. Find unbiased ratings on user satisfaction, features, and price based on the most reviews available anywhere.

Best A/B Testing Software for Enterprise Businesses

    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, enterprise business features, pricing, setup, and installation differ from businesses of other sizes, which is why we match buyers to the right Enterprise 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 Enterprise Business A/B Testing category.

    In addition to qualifying for inclusion in the A/B Testing Software category, to qualify for inclusion in the Enterprise Business A/B Testing Software category, a product must have at least 10 reviews left by a reviewer from an enterprise business.

    Top 10 A/B Testing Software for Enterprise Businesses

    • Google Analytics
    • AB Tasty
    • Salesforce Interaction Studio (Formerly Evergage)
    • Optimizely
    • Dynamic Yield
    • MoEngage
    • Webtrends Optimize
    • WebEngage
    • SiteSpect
    • Adobe Target

    Compare Enterprise Business A/B Testing Software

    G2 takes pride in showing unbiased reviews on user satisfaction in our ratings and reports. We do not allow paid placements in any of our ratings, rankings, or reports. Learn about our scoring methodologies.
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    (5,166)4.5 out of 5

    Improve the customer experience with digital analytics for your website or mobile app — for free. Google Analytics gives companies rich insights about their websites, their audiences and their digital marketing. Powerful, flexible and easy to use, Analytics helps savvy marketers find the messages and channels that earn them the best results. State-of-the-art conversion attribution and testing tools help companies large and small build better user experiences and maximize their digital strategy

    (73)4.4 out of 5
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    AB Tasty is a global leader in feature management, experimentation and personalization solutions, helping businesses launch better products faster and drive more conversions, engagement, and revenue on all their digital assets and channels. We provide marketing, product, and technical teams with a comprehensive brand and product experience optimization platform, allowing them to turn website, mobile or application visitors into customers, subscribers or leads, while delivering outstanding custom

    Salesforce Interaction Studio is the leading real-time personalization and interaction management solution, enabling companies to transform the dream of 1-to-1 engagement, across channels, into reality. Combining in-depth behavioral analytics and advanced machine learning with data from existing sources, Interaction Studio empowers businesses to gain a comprehensive view of each one of their customers and prospects, and use that data to deliver maximally relevant, individualized experiences dur

    (108)4.3 out of 5

    Optimizely’s leading platform offers a complete set of digital experience optimization technologies, including AI-powered personalization and experimentation, which encompasses A/B testing, multivariate testing, and server-side testing. More than 1 million experiments have been run on our platform to reveal what works - and what doesn’t - eliminating guesswork. The world’s greatest brands choose Optimizely to win and compete in the digital economy, including Gap, StubHub, IBM, The Wall Street Jo

    (82)4.3 out of 5

    Dynamic Yield helps companies quickly deliver and test personalized, optimized, and synchronized digital customer interactions. Marketing, Product, Development, and eCommerce teams from more than 350 global brands are using Dynamic Yield’s Experience Optimization platform as the technology layer on top of existing CMS or Commerce solutions, to iterate faster and algorithmically match content, products, and offers to each individual for the acceleration of long-term business value.

    (109)4.4 out of 5
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    MoEngage is an intelligent customer engagement platform for the customer-obsessed marketer. We help you delight your customers and retain them for longer. With MoEngage you can analyze customer behavior and engage them with personalized communication across the web, mobile, and email. MoEngage is a full-stack solution consisting of powerful customer analytics, AI-powered customer journey orchestration, and personalization - in one dashboard From Fortune 500 enterprises such as Deutsche Telekom

    (99)4.9 out of 5
    Entry Level Price:Starting at £179 per month

    We help businesses increase their online conversions, allowing experimentation without restrictions. To maximise the ROI from their website and other digital assets with informed, data-driven decisions. We have a full range of testing, analysis and personalisation tools and features. Including AB, ABn, MVT and Split testing, Social Proof and Product Recommendations engines, Exit Intent overlays and a host of others tools. Client or Server-side testing is available and a selection of SDKs for Mo

    (121)4.5 out of 5
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    WebEngage is a customer data platform and marketing automation suite that makes user engagement and retention simplified and highly effective for consumer tech enterprises and SMBs. Thousands of product and marketing practitioners design intuitive user lifecycle journeys on the WebEngage dashboard to convert existing users through data-backed, timely campaigns across multiple channels. The platform offers: Engagement: Mobile Push Notifications Email SMS On-Site Messages Web Push notificati

    (42)4.4 out of 5
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    SiteSpect is the leading A/B testing and optimization platform that enables growing businesses to test changes to their website, mobile experience, and other digital properties. SiteSpect enables you to test and personalize across the entire customer experience, from client-side look and feel to server-side functionality, engaging your website visitors with the right experience at the right time. The platform's ease of use and speed of deployment empowers marketers, developers, and IT professio

    (29)3.8 out of 5

    Target makes it easy for you to create personalized digital experiences that deliver real results and revenue.

    (54)4.4 out of 5

    Monetate is the leader in personalization software for consumer-facing brands. Our approach starts with the understanding that each individual is unique. We enable brands to create individualized experiences that surprise and delight customers, improving engagement and business performance. The Monetate platform is open and independent, working seamlessly across your marketing stack. Monetate is real-time too, combining marketer-driven instincts with machine learning to deliver 1-to-1 personal

    (206)4.0 out of 5
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    Ion, by Rock Content, is a content experience platform that empowers marketers to engage, target, and convert higher quality leads using a code-free, data-driven solution. • Get a FREE content assessment when you talk to Ion today • Ion helps brands launch quizzes, ROI calculators, assessments, interactive infographics, and other interactive formats in just a few hours. Build brand awareness, increase conversions and lead generation enriching your contact database with declared, high intent

    (203)4.1 out of 5
    Entry Level Price:Starting at $199

    VWO is world’s leading web testing and conversion optimization platform that enables growing businesses to conduct qualitative and quantitative visitor research, build an experimentation roadmap and run continuous experiments on their digital properties. VWO’s connected platform allows businesses to optimize their web experience across desktop, mobile, and other devices, to deliver a unique experience based on visitor preferences. While promoting a culture of experimentation, VWO empowers busine

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    Check out the G2 Grid® for the top A/B Testing Software products. G2 scores products and sellers based on reviews gathered from our user community, as well as data aggregated from online sources and social networks. Together, these scores are mapped on our proprietary G2 Grid®, which you can use to compare products, streamline the buying process, and quickly identify the best products based on the experiences of your peers.
    Leaders
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    Niche
    Google Analytics
    Ion
    Optimizely
    Monetate
    Salesforce Interaction Studio (Formerly Evergage)
    Dynamic Yield
    VWO Testing
    AB Tasty
    SiteSpect
    Adobe Target
    WebEngage
    MoEngage
    Webtrends Optimize
    Market Presence
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    Learn More About A/B Testing Software

    What is A/B Testing Software?

    A/B testing software is a true measure of how customers are interacting with your product and brand. Through conducting tests on customer interaction, companies can extract real data and apply it to product optimization.

    A/B testing tools allow marketers, advertisers, and web developers to test different versions of digital content for the purpose of finding the "winning" digital experience and personalization for different personas. Website visitors subconsciously react to every element on a web page—everything from the color and aggressiveness of a live chat pop-up to the phrasing of a call-to-action button or the positioning of the search bar. A/B testing solutions give web content creators the tools to deploy the tests, determine the test-taking audience segment, and analyze the results of the experiments. The tools are used to ultimately improve conversion rates and the overall success of a website.

    The main way that products are tested is by using a rotating A/B test. This is done by using two variants of a design and seeing which one gets the highest click-through rate. A company can conduct a test with one variant for 500 users, then the company can conduct another test on 500 users but with a completely different variant. Your company can then see which one gets the highest click-through rate, which will ultimately determine which variant should be used.

    A/B testing can offer the following use cases to improve your company’s performance:

    • Create the most successful version of your e-commerce website
    • Increase website traffic and reduce bounce rates
    • Gain insight into visitor 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


    Why Use A/B Testing Software?

    A/B testing software is an essential tool for optimization and growth. The best way to improve your product's performance is by continuously conducting new trials to see what works and what doesn't.

    Conversion Rate Optimization — Companies can conduct an A/B test to see what will produce the best conversion rate. Through a rotating A/B test, content creators can get an accurate representation of how quickly users can reach what they’re looking for on your website. This can lead customers to a purchasing page more quickly or to subscribing to your newsletter more frequently. This will lead to more conversions and higher revenue for your company.

    Real-Time Testing — A/B testing can save your company plenty of time by testing variations in real time. Instead of having to pull people aside to conduct trials, rotating A/B tests are conducted on users that are currently visiting your website.

    Genuine Testing — Another major benefit of A/B testing is genuine testing. A/B testing is conducted on actual visitors who are coming to your 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, your company will get the most accurate picture of how real customers are behaving.

    Reduced Bounce Rate — One of the main goals of A/B testing software is to test ways to keep people on your website for as long as possible. This can be done via A/B testing by incorporating different page layouts, more links that lead back to your website, and more call-to-action buttons. High bounce rates are the main reason for low conversion rates, so testing ways to reduce the bounce rate of your landing page is a critical way to keep customers engaged.


    Who Uses A/B Testing Software?

    While A/B testing tools and personalization software generally integrate with tools that work on both the front end and back end of websites, the software isn’t just for super technical website developers. 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 (embed just one line of code) or the flexibility with which their tests can be conducted (conduct split-level experiments). Since product improvement spans all teams within a company, everyone can benefit from using a software that is built to maximize performance. Here are some ways each team can use A/B testing to enhance performance:

    Marketing Teams — Marketing teams can utilize A/B testing software in a variety of ways. They can measure call-to-action buttons, headlines, images, and copy lengths to see which variations will have higher click-through rates with users. Higher click-through rates means more conversions and revenue for your company.

    Social Media Teams — A/B testing can be very helpful for social media teams. Optimizing your social media outreach of your content, whether that be on your own website or on an external social media platform, can take plenty of trial and error. A/B testing can help social media teams test which social media widgets are getting the most follows, which headlines are getting the most clicks, and which types of posts will get the most shares.

    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 make sure that 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 how to optimize website performance can use surveys within A/B testing software to see which variants appeal to more users. They can ask about customer desires, demographics, and any other details that they can extract in order to improve their product and website.


    Kinds of A/B Testing Software

    Proprietary — Proprietary solutions will require time and resources but will adapt to very specific use cases and customizations. Proprietary products also give you customer support if you come across a hurdle, in addition to streamlining the entire 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 you the same kinds of reports and fine-tuned features as proprietary solutions, it does give you access to an entire community of programmers and developers who have bountiful experience with A/B testing.


    A/B Testing Software Features

    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 A/B 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 you would flip the combination to test 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 you 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 your 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 your 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 your product. A multipage funnel test can help your company test the most effective way to convert customer interest into a customer purchase.

    Audience Targeting — Audience targeting allows you to choose who and where your test will run. Your 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 your site. If you would like to increase engagement from mobile users who are using Google Chrome, then you can use audience targeting to only conduct the A/B test on these specific users. This way you can increase engagement with a particular audience that you would like to test.

    Funnel Analysis — Funnel analysis allows companies to analyze the data in the buyer's journey and make necessary changes in order to increase conversion rates. When you conduct an A/B with funnel analysis, you can see 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 in the A/B test in order to increase engagement.

    Heat maps — Heat maps are a very effective tool to visualize which links users are clicking on when they visit your 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 getting clicked. This way you can analyze how to effectively set up a page and ensure that your 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 your A/B test has a large enough sample size to confirm your data is significant. Users can track their data in real time and see if the test needs more time or if there’s enough data to confirm that one variant performed better than another. This helps users stop the test and not use more time on a test than needed.

    Test Scheduling — A/B testing software allows users to schedule A/B tests in advance to ensure that the test is being conducted during a time when your website is expected to get a lot of traffic.

    Potential Issues with A/B Testing Software

    Ensuring Random Testing — Making sure that a test is truly random is difficult. For example, if your company wanted to conduct an A/B test on page traffic on any random day, it might be difficult to assess if visitors were less likely to come on that day. If the weather was nice or it’s too close to the holidays, people might be less likely to be on their computers. This can skew the results of an A/B test.

    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.

    Not Having a Big Enough Sample Size — Oftentimes, A/B tests are conducted on too small of a sample. This means that there is not enough data to confidently say that a variation is more successful than another variation because there were not enough people tested. The best way to avoid this issue is to conduct an A/B test that is concluded when the test reaches 95% confidence. While this may take some time, it can ensure that the A/B test was conducted effectively.