Top Free A/B Testing Software

Check out our list of free A/B Testing Software. Products featured on this list are the ones that offer a free trial version. As with most free versions, there are limitations, typically time or features.

If you'd like to see more products and to evaluate additional feature options, compare all A/B Testing Software to ensure you get the right product.

Top 10 Free A/B Testing Software in 2021

  • VWO Testing
  • Instapage
  • Unbounce
  • ClickFunnels
  • AB Tasty
  • Landingi
  • GetResponse
  • Omniconvert
  • Algolia
  • Convertful

View Free 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.
Results: 39
(214)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

How easy it is to use. No problems figuring out how to run different tests. I also love how easy and visual the test reporting and analysis is. Read review
Visualisation of the results - makes it easy to interpret The price is very competitive compared to the likes of optimizely and adobe Read review
(256)4.3 out of 5
Optimized for quick response
Entry Level Price:$199 per month

Instapage is the leader in post-click automation and helps digital advertisers create more relevant and impactful advertising by unifying the post-click stage of the advertising funnel. With Instapage, marketers can maximize conversions by creating, personalizing, and optimizing post-click landing pages at scale, and automatically connecting ads with relevant post-click pages. With over two million landing pages at an average conversion rate of over 16%, Instapage is helping leading brands acro

Fabian R.
Instapage is a great tool to quickly create landingpages. I have been working with it for the past 3 years and changed on how I approach testing... Read review
After trying out several landing page builders, Instapage continues to stand in a class of its own from ease of use in building pages, analytics... Read review
(237)4.4 out of 5
Optimized for quick response
Entry Level Price:$72 /month

Unbounce helps you convert more of your visitors into leads, sales, and customers. Using our drag-and-drop builder, you can create and publish your own landing pages without needing a developer to code ‘em. Get conversion intelligence insights and enhance the intuition and skills you already have to ensure the best campaign performance every time. ✔️Build Any Page on Your Own With our easy drag-and-drop builder and 100+ high-converting templates, you can bring any campaign vision to life in a f

Simple visual way to create landing pages with minimal amount of engineering resources Read review
Pamela B.
It is very easy to use! Drag and drop functionality so you don't have to be a web designer or developer to create an awesome landing page. It... Read review
(317)4.7 out of 5
Entry Level Price:$97 a month

Clickfunnels is one of the world’s most popular online sales funnel platforms where users can quickly and easily create beautiful sales pages that convert visitors into leads and paying customers. No tech, design, or coding experience necessary. Hundreds of plug n’ play templates at your fingertips. Or customize your own funnels. Clickfunnels comes with training, tutorials, and smooth 3rd party app, email, and payment integration. Users have built working funnels in as little as 10 minutes!

It's the most simple platform out there. Read review
Sarah U.
all of the different amazing tips and wizards on how to do things without tearing your hair out. As matter of fact, some of the tips Russel gave... Read review
(76)4.5 out of 5
Optimized for quick response

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

I like how easily all my data is shown in one place to accurately by able to determine a test winner. It allows for reliable and accurate data to... Read review
AB Tasty is extremely user friendly, requires no developer involvement, and can help you scale your experimentation stack quickly. The... Read review
(187)4.4 out of 5

Landingi is an everyday marketing platform to run marketing campaigns with landing pages independently. The platform offers multiple solutions to support customers at every step of marketing campaign creation using landing pages, from design, through the campaign's launch, integration, optimization, to conversion. Landingi platform comes with an incredible intuitive drag & drop editor where you can design beautiful landing pages, mobile pages, and sales funnels effortlessly. With 300+ ready

The landing pages are easy to put together whether from a template or starting from scratch. There are options for most niches and the support... Read review
Pablo T.
I'm in love with Landingi, but I think the best feature is that it is a great value for your money. As an agency I've inhouse developers so even... Read review
(624)4.1 out of 5
Optimized for quick response

GetResponse is a comprehensive marketing software platform that helps you create content, boost sales, and increase traffic to your website. Integrated email marketing, autoresponders, and landing pages let you automate essential tasks and launch effective marketing campaigns. Advanced analytics make it easy to track conversions, leads, and ROI, and learn what your customers want. Customizable template scenarios do the work for you – no coding necessary.

Bobbie F.
Beautiful, yet time consuming e-mail templates. Read review
GetResponse is a high level and advanced email marketing tool to generate business leads. It is too much secure to handle business clients and... Read review
(65)4.5 out of 5
Entry Level Price:Starting at $3.890 /Year

Omniconvert's Explore is a conversion rate optimization tool which allows marketers to deploy A/B tests, surveys and personalization experiments with minimum help from the IT department. The platform has been built with the conversion optimization process in mind: 1. Run on-site surveys in order to find out specific barriers the website users might have (eg. lack of trust, bad UX, no purchase intention etc.) 2. Based on the survey results, create a hypothesis about what can be done in order to

I use Omniconvert to deliver email acquisition pop-ups. I've used more robust marketing conversion platforms and Omniconvert is a fraction of the... Read review
Andrew C.
Omniconvert has a simple to learn, elegant interface and top-notch support. Read review
(191)4.6 out of 5
Optimized for quick response
Entry Level Price:$1 per unit*/month

Algolia is a hosted search platform with unique differentiators for all important aspects of search. User Experience: Algolia is designed from the ground up to maximize the speed of search and solve the pain of relevance tuning. Accessing the right piece of content on websites and apps has never been faster or more intuitive. Developer Experience: Algolia is an API-centric company with comprehensive documentation and support provided by software engineers. We love to work with developers to pu

the all in one platform for developing and testing especially supporting variant languages Read review
Stacey F.
The best available solution to configure the search. Algolia presents visual search results that are attractive as well as being very fast in terms... Read review
(60)4.9 out of 5
Entry Level Price:39 USD/mo

SaaS toolkit to acquire subscribers and leads using smart behavior-based sign-up forms. Create subscription forms in minutes using convenient drag and drop builder. No coding needed.

Ian K.
Very easy to set up and get installed on your website. The user interface offers you plenty of customization options while not overloading you with... Read review
Larry W.
It Is truly amazing the name says it all it converts visitors smoothly and effortlessly and its a very cleanly coded tool - Absolutely No Lag and... Read review
(111)4.4 out of 5
Optimized for quick response

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

Febriyana .
Love how easy Moengage do targeting and personalize our costumer. The dashboard also quite help marketers doing marketing automation seamlessly. We... Read review
MoEngage has given us a great platform to automating campaigns and enabling superior customer engagement. We were never able to do this as... Read review
(48)4.4 out of 5
Optimized for quick response

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

WYSIWYG interface, ability to launch complex and simple experiments and slice and dice data different ways, reverse proxy enterprise option. Read review
The customer service is phenomenal. Our rep is always available and extremely knowledgeable. Read review
(94)4.2 out of 5
Entry Level Price:$29 /month

Since 2005, Crazy Egg has helped hundreds of thousands of website owners pay attention to every website visitor, so they can get the most out of every website visit. With access to 5 different types of heatmaps, a visitor recordings/session replay tool, A/B testing, AND surveys, you have the complete package to transform your business by improving your user experience.

Crazy egg gives you in a glance what exactly your visitors are doing, where they are clicking, what areas are not visible to them, what is most... Read review
Crazy Egg provides valuable insight into the performance of our site. The A/B testing tool has helped us see which web page variants work best for... Read review
(162)4.4 out of 5

SALESmanago is the only no-code, AI driven CDXP (all in One Customer Data Platform & Customer Experience Platform) used by 2000+ midmarket and large Enterprises in 50 countries including Starbucks, Vodafone, Lacoste, New Balance, Victoria’s Secret and many other global brands. Financial Times ranks SALESmanago as the fastest growing marketing automation platform in Europe. SALESmanago is harnessing the full power of first- and zero-party data, combining advanced analytics and AI Hyperperson

Erika G.
It is very complete and while others charge for each functionality, at SALESmanago we have all the tools and functionalities available to enhance... Read review
This platform allows you to improve the entire process and development of email marketing through the creation of dynamic content for marketing on... Read review
(44)4.7 out of 5
Entry Level Price:$699* per month

Optimize for more steady growth, better customer experiences, and higher revenue. Convert Experiences is an easy to use, flicker-free A/B testing & personalization tool that’s been used on 5000+ websites by top brands like Sony, Unicef & Jabra. The people behind Convert understand exactly why you are looking to replace your existing testing solution. Maybe you are missing a couple of features, but in reality you need a tech partner that prioritizes your success. We believe we have

The price cannot be beat, definitely the cheapest solution if you have multiple websites. Customer support is great, very responsive and really... Read review
Abby R.
There are so many features that we love, like: -The frontend Javascript-based tests are very easy to setup and run, with some of our simpler tests... Read review
(32)4.6 out of 5
Optimized for quick response

WEVO enables marketers and product owners to optimize digital experiences before going live. By pinpointing why audiences aren’t converting, WEVO empowers users to identify gaps and shortcomings in digital products and marketing content. - Test concepts, designs or live display ads, web and landing pages without live traffic - Uncover conversion speed bumps and what is missing from your assets - Identify what's effective, what's not and why - Understand if you're meeting visitor ex

The team at WEVO have always been easy to work with, while pushing performance with new, innovative ideas. We have gained a lot of testing ideas... Read review
Melissa C.
The ability to test concepts and designs without having to put in the development work first. The WEVO platform is an amazing resource of... Read review
(23)4.4 out of 5

Automate & optimize paid and organic social across every network. Naytev's modern approach to Social Media Management enables content teams to fully understand the ROI of their content, and as a result make better decisions around publishing and promotion.

I love the customer service! Any time there is a bug or I am having an issue or a question, Justine is always quick to help sort out the issues I... Read review
(51)4.4 out of 5

Chartbeat, the content intelligence platform for publishers, empowers media companies to build loyal audiences with real-time and historical editorial analytics across desktop, social, and mobile platforms. Chartbeat helps digital publishing organizations understand what, within their content, is keeping people engaged. Partnering with over 60,000 media brands across 70+ countries, Chartbeat’s real-time and historical dashboards, in-depth headline testing and in-page optimization tools, robust r

Almost instantaneous installation on our enterprise size news server grid. Our staff loved the up to the moment traffic feedback. We loved... Read review
(30)4.8 out of 5
Optimized for quick response
Entry Level Price:$75 per month

Fast and reliable feature management for the modern enterprise. LaunchDarkly enables teams to deploy code at any time, even if a feature isn't ready to be released to all users. Wrapping code with feature flags gives you the safety to test features and infrastructure, without impacting the wrong users. When you are ready to release, changes are made less than 200ms.

Nicusor V.
A wide range of available SDKs Simple to implement/manage feature flags Positive attitude towards experimentation with features Read review
Katherine N.
It has easily configurable custom environments to separate configuration of your production and testing environments and individual developers... Read review
(18)4.8 out of 5

Yieldify is a customer journey optimization company that brings personalization to the full customer journey. We combine award-winning software with a proven CJO methodology to deliver measurable results quickly and easily. To date, we've influenced over 100 million sales through more than 200,000 journeys. We currently deliver customer journey optimization for over 1,000 leading e-commerce websites, including Domino’s Pizza, L’Oreal and Megabus.

Doug M.
The continued updates to the platform and the excellent service we get from the team at Yieldify. Read review
Natalie P.
Kicking off with the Yieldify team was seamless, the time between concept and delivery is very fast so we are able to trial ideas and adapt... Read review
(96)4.6 out of 5
Optimized for quick response

EngageBay is a popular and powerful integrated, all-in-one marketing, sales, and support CRM software supporting over 29500 growing companies around the globe. EngageBay helps companies to acquire, engage, nurture web visitors and convert them to happy customers and grow their business 3x and more. EngageBay offers a slew of features including: - Simple and powerful All-in-One CRM - Easy to use marketing automation software - Email marketing - Free Live Chat Software - Powerful helpdesk soft

Daniel A.
The reason we switched from HubSpot to Engage Bay is that HubSpot was just so expensive. The platform is great but it's way more complicated than... Read review
Value (features and performance v cost), ease of use, customizeability, calendar function, and integrations. Customer service is very good. Very... Read review
(15)4.5 out of 5
Entry Level Price:$0 up to 10 users

Split’s Feature Delivery Platform pairs the speed and reliability of feature flags with data to measure the impact of every feature. Engineering teams at Twilio, Salesforce, and WePay use Split to: * Reduce software development cycle time * Mitigate release risk * Create a data-driven culture to maximize impact Split brings together everything an engineering team needs to successfully roll out new features into production. It's built on an enterprise-grade platform that prioritizes data privacy

It was very easy to get up and running with split with just a basic understanding of feature flags. I didn't have to "know" split - everything was... Read review
It has an easy to use, featureful API that does everything you'd need. Its price is a lot cheaper than its biggest competitor Their sales team... Read review
(15)4.5 out of 5
Entry Level Price:$0 up to 10 users

Split’s Feature Delivery Platform pairs the speed and reliability of feature flags with data to measure the impact of every feature. Engineering teams at Twilio, Salesforce, and WePay use Split to: * Reduce software development cycle time * Mitigate release risk * Create a data-driven culture to maximize impact Split brings together everything an engineering team needs to successfully roll out new features into production. It's built on an enterprise-grade platform that prioritizes data privacy

It was very easy to get up and running with split with just a basic understanding of feature flags. I didn't have to "know" split - everything was... Read review
It has an easy to use, featureful API that does everything you'd need. Its price is a lot cheaper than its biggest competitor Their sales team... Read review
(14)4.0 out of 5

BrightInfo doubles your conversion rate using a personalization algorithm that automatically analyzes visitor behaviour and serves highly relevant content to each at suitable points during the natural browsing flow. Each visitor on-site experience is made unique, thus fostering interaction between visitors and brand. The content is served through a unique overlaying interface of branded triggers and display units. BrightInfo is completely automated. Once set up (a line of code, that’s all it

The BrightInfo product has no difficulty while installing or configuring it. Once you apply, with a few clicks, you would observe the massive... Read review
We tried brightinfo for several months, all the while tweaking its configuration to achieve some level of lead generation. After 4 months, we saw... Read review
(18)4.2 out of 5

Apptimize, An Airship Company, helps brands rapidly iterate to make amazing user experiences across all their digital channels through A/B Testing and Feature Release Management with a mobile-first lens. Because Apptimize comes from mobile, we are particularly positioned to move fast, overcome great engineering challenges, and think about user experiences with unique users in mind. Our users are extremely innovative and intelligent. We let them innovate quickly, easily, and cheaply by removing

Easy to integrate, easy to use. Good customer service. Read review
The available SDKs for iOS and Android platforms. Web-based managment console. Price to feature ratio. Read review
(17)4.9 out of 5
Entry Level Price:$ 0 Single user/month

MyGuide by EdCast is a leading digital adoption platform that provides in-app guidance to users & employees and helps organizations secure a smooth digital transformation journey. MyGuide works like a GPS for software and provides its users contextual in-app audio/video help at the moment of need and help your users and employees complete complex app workflow. It acts like navigation for users on any web page or software and makes him/her perform complex steps in easy ways. It's easy to in

Verdi E.
We are GuideMe partners and love the benefits the solution provides to customer success, sales, and retention teams. GuideMe is a great solution... Read review
(20)4.1 out of 5
Entry Level Price:$29 10,000 visitors/month

Zoho PageSense is a conversion optimization and personalization platform, designed to boost website conversions and revenue by tracking the visitor journey. The platform combines the power of web analytics, A/B testing, and personalization to help you make informed business decisions. See how many visitors come to your website, understand their behavior, and offer them a personalized website experience—all of this without having to juggle between multiple apps. With PageSense, you can Track k

Andrew C.
Our research group for SiD regularly communicates through pagesense and makes use of other zoho products. It has good metrics tools to track our... Read review
Optimization suggestions to your current webpage layout allows you to see how suggested layout changes would look without having to make any actual... Read review
(3)4.0 out of 5

Convertize is the A/B testing tool that makes it easy to increase your conversions. Edit, test, and optimize your website, page-by-page - without coding or statistics. By setting goals and testing your content, you can generate more sales and more revenue, without paying for more adds. MOST POPULAR A/B TESTING FEATURES: ∙The drag-and-drop SmartEditor™ allows you to edit pages without touching a single line of code. ∙The built-in Hybrid Statistics Engine does all the calculations for you, combi

It's good to see a fresh approach to optimisation. The Pros: - Scenario is packed with more than 200 very concrete persuasion principles and... Read review
Convertize is easy to use, everything is clear there even if you're not experienced in marketing and using tools - You can find lots of tips which... Read review
(2)4.5 out of 5
Entry Level Price:$0 Per Month

Monitoring and Testing for your no-code Sales and Marketing Technology Stack.

IT has the capability to test many kinds of testing like Automated campaign testing , network route testing, configuration testing, system... Read review
Thomas G.
Versatile, flexible, and integrates with our sales and marketing platforms. Great customer onboarding and support. Read review
(6)4.4 out of 5

Taplytics Customer Experience Automation transforms your data into universally actionable campaigns and experiments. Now, you can create uniquely personalized digital experiences across any screen, without the risk of privacy breach.

Simon S.
TapAnalytics helps with cost and complications associated with importing, managing and reporting on marketing campaigns and advertising. It... Read review
Adam B.
Easy to use code-free visual editor, robust experiment targeting and real-time goal reporting. Pricing is competitive and support unlike any other... Read review

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.