# Best A/B Testing Tools - Page 5 *By [Alanna Iwuh](https://research.g2.com/insights/author/alanna-iwuh)* VWO Testing is the top-ranked A/B testing software in 2026, rated 4.4 out of 5 on G2 based on 900+ verified reviews. For teams prioritizing progressive feature releases without code redeployment, LaunchDarkly and Bloomreach both lead at 4.6 stars, while Webflow edges ahead at 4.8 stars for designer-led testing workflows. 1. VWO Testing — 4.4/5 (900+ reviews): Visual website testing and conversion validation 2. AB Tasty — 4.4/5 (400+ reviews): No-code web experiments with targeting control 3. LaunchDarkly — 4.5/5 (700+ reviews): Progressive feature release control 4. Bloomreach — 4.6/5 (700+ reviews): Personalized commerce testing and journey optimization 5. Webflow — 4.4/5 (900+ reviews): Designer-led website changes for testing readiness *Updated June 2026. Based on 2026 G2 verified review data across 5 products.* A/B testing tools, also known as split-testing software, help businesses test different variations of their website or digital experiences to identify the best-performing version based on their business goals. Each variation can test a different idea or goal by modifying website elements such as headlines, images, layouts, landing pages, colors, text, calls to action, and displayed or hidden content. Organizations use A/B testing tools to improve website performance, increase conversion rates, and understand how website changes impact user engagement and conversion. Marketers use A/B testing tools with [personalization software](https://www.g2.com/categories/personalization) to personalize web experiences based on segmentation data, such as visitor demographics or traffic source. These platforms often integrate with [digital analytics software](https://www.g2.com/categories/digital-analytics) to track engagement, as well as [heatmap tools](https://www.g2.com/categories/heatmap-tools) and [session replay software](https://www.g2.com/categories/session-replay) to understand where users click and which website elements they interact with most. Development and product teams can also use A/B testing tools with [feature management software](https://www.g2.com/categories/feature-management) to selectively roll out website changes or features to specific user groups and track performance and other engagement metrics. To qualify for inclusion in the A/B Testing category, a product must: - Conduct split-traffic experiments on websites with defined, trackable goals to determine the best-performing variation - Deploy multiple versions of website content or webpage elements in real time - Perform split-URL experiments - Adjust and manage traffic volume to experiment with variations - Provide tools for both technical and non-technical users to perform website experiments ## Top A/B Testing Tools at a Glance | # | Product | Rating | Best For | What Users Say | |---|---------|--------|----------|----------------| | 1 | [VWO Testing](https://www.g2.com/products/wingify-vwo-testing/reviews) | 4.4/5.0 (915 reviews) | Visual website testing and conversion validation | "[Amazing No-Code Visual Editor That Makes Test Variations Fast](https://www.g2.com/survey_responses/vwo-testing-review-12795530)" | | 2 | [AB Tasty](https://www.g2.com/products/ab-tasty/reviews) | 4.4/5.0 (405 reviews) | No-code web experiments with targeting control | "[AB Tasty’s All-in-One Platform for Testing, Personalization, and Experimentation](https://www.g2.com/survey_responses/ab-tasty-review-12668027)" | | 3 | [LaunchDarkly](https://www.g2.com/products/launchdarkly/reviews) | 4.5/5.0 (765 reviews) | Progressive feature release control | "[Fantastic SDK Integrations and a Unified Workflow for Safe Deployments & Experimentation](https://www.g2.com/survey_responses/launchdarkly-review-13086481)" | | 4 | [Bloomreach](https://www.g2.com/products/bloomreach-bloomreach/reviews) | 4.6/5.0 (766 reviews) | Personalized commerce testing and journey optimization | "[Bloomreach Makes Personalisation Easy with Powerful Segmentation and Automation](https://www.g2.com/survey_responses/bloomreach-review-13078543)" | | 5 | [Omniconvert](https://www.g2.com/products/omniconvert/reviews) | 4.6/5.0 (183 reviews) | Fast onsite copy and variant tests | "[CRO Platform with Fast A/B Testing and Personalization](https://www.g2.com/survey_responses/omniconvert-review-12923579)" | | 6 | [Webflow](https://www.g2.com/products/webflow/reviews) | 4.4/5.0 (980 reviews) | Designer-led website changes for testing readiness | "[Best webdesign building platform](https://www.g2.com/survey_responses/webflow-review-7038852)" | | 7 | [PostHog](https://www.g2.com/products/posthog/reviews) | 4.5/5.0 (1,044 reviews) | Product analytics with built-in experiments | "[PostHog Gives a Complete, Connected View of the Customer Journey](https://www.g2.com/survey_responses/posthog-review-12905573)" | | 8 | [EngageBay](https://www.g2.com/products/engagebay/reviews) | 4.6/5.0 (677 reviews) | CRM-led email campaign testing | "[EngageBay Keeps Customer Info Organized and Saves Me Time Daily](https://www.g2.com/survey_responses/engagebay-review-13093549)" | | 9 | [MoEngage](https://www.g2.com/products/moengage/reviews) | 4.5/5.0 (509 reviews) | Lifecycle campaign testing and segmentation | "[MoEngage Turns Raw Event Data into Actionable, Visual Campaign Journeys](https://www.g2.com/survey_responses/moengage-review-12502802)" | | 10 | [Agentforce Marketing (formerly Salesforce Marketing Cloud)](https://www.g2.com/products/agentforce-marketing-formerly-salesforce-marketing-cloud/reviews) | 4.0/5.0 (4,385 reviews) | — | "[Powerful, Data-Driven Marketing Automation for Enterprise Teams](https://www.g2.com/survey_responses/agentforce-marketing-formerly-salesforce-marketing-cloud-review-12434861)" | --- ## What Are the Most Common Questions About A/B Testing Tools? *AI-generated · Last updated: May 26, 2026* ### What top A/B Testing tools for SaaS companies measuring feature impact on user retention and upsell? Based on G2 reviews, buyers evaluating A/B Testing Tools for SaaS use cases often focus on platforms that help teams validate feature changes, monitor behavior, and connect experiments to product decisions. According to verified users, Statsig stands out for feature flags, controlled rollouts, and impact measurement, while reviewers say PostHog is valuable for combining analytics, session replay, experiments, and feature flags in one workflow. G2 reviewers mention VWO Testing for straightforward test setup, visual editing, and conversion-focused experimentation, especially when teams want to reduce guesswork and iterate faster. Across these products, users consistently highlight faster learning cycles, data-backed release decisions, and less reliance on intuition when testing product changes. **Here are some of the top-rated products on G2:** - [Statsig](https://www.g2.com/products/statsig/reviews/statsig-review-11460134) – used for feature flags, product experiments, and impact measurement with fast analysis workflows - [PostHog](https://www.g2.com/products/posthog/reviews/posthog-review-12624413) – suited for teams wanting analytics, session recordings, feature flags, and experiments in one platform - [VWO Testing](https://www.g2.com/products/wingify-vwo-testing/reviews/vwo-testing-review-11531965) – helpful for running landing page, cart, and feature experiments with strong support and reporting ### Which A/B Testing platforms let non-technical PMs set up and launch variants in under an hour? Based on G2 reviews, [VWO Testing](https://www.g2.com/products/wingify-vwo-testing/reviews/vwo-testing-review-11537425) is the strongest fit for non-technical PMs who want to launch variants quickly. According to verified users, its visual editor, intuitive interface, and low developer dependence make it easier to create and analyze tests without heavy engineering support. G2 reviewers mention that teams can set up A/B, multivariate, and split tests with limited developer involvement, and several users specifically call out straightforward onboarding and responsive support. Reviews also note that simple UI changes, landing page tests, and hypothesis validation can be done quickly, while more advanced scenarios may still require some learning. For buyer research, that makes it a practical option for PM-led experimentation. ### What A/B Testing solutions with audit trails and rollback capabilities for safely reverting problematic experiments? Based on G2 reviews, buyers looking for safer experiment control often prioritize platforms with fast rollback, feature control, and visibility into flag changes. According to verified users, LaunchDarkly is repeatedly praised for letting teams decouple deployment from release, roll back problematic features instantly, and manage targeted releases without redeploying. G2 reviewers mention that audit logging, flag tracking, and kill-switch capabilities help reduce deployment risk and simplify recovery when experiments or releases misbehave. While many reviews frame LaunchDarkly as feature management first, users also describe using it for A/B testing and controlled experimentation. For teams worried about bad variants affecting production, reviewers consistently point to fast reversibility and granular release control as key strengths. ### What A/B Testing tools supporting multivariate tests, segmentation, and audience targeting without complex configuration? Based on G2 reviews, several A/B Testing Tools are praised for balancing targeting depth with practical usability. According to verified users, VWO Testing supports multivariate testing, segmentation, split URL tests, and audience targeting with a visual editor that reduces developer reliance. G2 reviewers also describe AB Tasty as an all-in-one platform for experimentation, personalization, and segmentation, especially useful for marketing teams and non-technical users. Statsig is mentioned for scalable experimentation and feature targeting, though some users note a steeper learning curve for advanced workflows. Across reviews, buyers most often value intuitive setup, flexible audience rules, and the ability to personalize experiments without overly complex configuration or heavy engineering effort. ### What best A/B Testing tools for product teams running experiments without needing data science or analytics expertise? Based on G2 reviews, product teams without deep analytics expertise tend to prefer platforms that simplify setup, reporting, and interpretation. According to verified users, VWO Testing is frequently described as intuitive, with a visual editor and clear reporting that help teams test ideas without heavy technical support. G2 reviewers also mention Statsig for making experimentation easier to run at scale, though some note that statistical concepts can still require orientation. PostHog is valued for combining analytics, session replay, and experiments in one place, helping teams avoid juggling multiple tools. Reviewers consistently say the strongest options reduce guesswork, make metrics easier to understand, and let non-specialists launch and learn from experiments faster. **Here are some of the top-rated products on G2:** - [VWO Testing](https://www.g2.com/products/wingify-vwo-testing/reviews/vwo-testing-review-11577789) – good for teams that want no-code test creation and clear reports without heavy analytics expertise - [Statsig](https://www.g2.com/products/statsig/reviews/statsig-review-12030406) – useful for product teams that need simple dashboards and safer experiment rollouts - [PostHog](https://www.g2.com/products/posthog/reviews/posthog-review-11752532) – fits teams that want experiments, analytics, and session replay in one accessible workflow ### Which A/B Testing platforms prevent bugs that could ship bad variants or break existing user flows? Based on G2 reviews, [LaunchDarkly](https://www.g2.com/products/launchdarkly/reviews/launchdarkly-review-12864876) is the clearest match for teams focused on preventing bad variants from reaching users. According to verified users, it supports gradual rollouts, targeting rules, and instant rollbacks, which helps teams test safely in production and quickly disable problematic changes without redeploying code. G2 reviewers mention kill switches, segment-based releases, and controlled feature exposure as major benefits for reducing deployment risk. Reviews also describe stronger release confidence, fewer all-or-nothing launches, and better collaboration between engineering and product teams. For buyers prioritizing safety and rollback over traditional visual experimentation, LaunchDarkly is consistently positioned as a reliable control layer for safer experimentation workflows. ### What most trusted A/B Testing platforms by growth teams based on user reviews? Based on G2 reviews, trust is usually tied to ease of use, dependable support, reliable data, and low-friction experimentation. According to verified users, VWO Testing is widely trusted for intuitive setup, responsive support, and helping teams make data-backed website decisions. Statsig is frequently praised for rigorous experimentation, reliable metrics, and strong support for feature rollouts and product testing. AB Tasty earns trust from teams that want an all-in-one platform for personalization, segmentation, and experimentation, with several reviews emphasizing helpful support and usability. G2 reviewers also describe LaunchDarkly as dependable for controlled releases and safer experimentation. Across these platforms, users most consistently trust tools that combine clear workflows, stable performance, and responsive vendor support. **Here are some of the top-rated products on G2:** - [VWO Testing](https://www.g2.com/products/wingify-vwo-testing/reviews/vwo-testing-review-8844002) – trusted for intuitive experimentation, onboarding support, and validating UX improvements before launch - [Statsig](https://www.g2.com/products/statsig/reviews/statsig-review-11957257) – trusted for automated analysis, experimentation rigor, and responsive support for product teams - [AB Tasty](https://www.g2.com/products/ab-tasty/reviews/ab-tasty-review-11856369) – trusted for easy setup, straightforward reporting, and strong support during experimentation programs ### What A/B Testing platforms with clear statistical reporting and automatic stopping rules to avoid false positives? Based on G2 reviews, buyers looking for stronger statistical confidence often gravitate toward platforms that surface experiment health clearly and reduce manual interpretation. According to verified users, Statsig is repeatedly praised for clear results visualization, statistical depth, diagnostics, and support for sequential testing that helps teams make decisions without waiting for rigid sample windows. G2 reviewers mention that its dashboards help stakeholders understand experiment outcomes faster, and several users value its rigor around experiment analysis and confidence signals. VWO Testing is also noted for clear reports and easy-to-understand results, though reviews more often emphasize usability than advanced statistical controls. Overall, Statsig is the product reviewers most strongly associate with transparent experiment analysis and disciplined decision-making. ### What highest rated A/B Testing tool for product managers needing reliable, fast experiment validation before shipping? Based on G2 reviews, [Statsig](https://www.g2.com/products/statsig/reviews/statsig-review-12022356) is a strong fit for product managers who need reliable and fast experiment validation before shipping changes. According to verified users, it supports rapid experiment setup, feature rollouts, and impact measurement with reliable metrics and clear dashboards. G2 reviewers mention that Statsig helps teams ship features safely, validate changes with data, and move from launch to decision faster. Reviews also highlight real-time diagnostics, strong support for feature gates, and workflows that reduce operational complexity compared with internal tooling. For product managers balancing release speed with decision confidence, users consistently describe Statsig as a practical platform for fast validation and safer rollouts. ### Which A/B Testing solutions integrate seamlessly with Google Analytics, Mixpanel, and product analytics platforms? Based on G2 reviews, the most commonly mentioned integrations in this category involve analytics and product measurement tools. According to verified users, VWO Testing integrates with GA4, GA, GTM, Mixpanel, and CMS tools, making it useful for teams that want experimentation tied closely to existing analytics workflows. G2 reviewers also mention AB Tasty integrations with marketing and analytics tools, including Mixpanel and Heap Analytics, while users of VWO specifically call out smooth analytics integrations for reporting and segmentation. Statsig is often described as fitting well into existing pipelines and data workflows, though reviews more often emphasize experimentation and analytics together than specific third-party app mentions. Overall, VWO appears most consistently connected to Google Analytics and product analytics integrations in recent reviews. ## 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=4306&focus%5B%5D=4730&focus%5B%5D=15273&focus%5B%5D=19103&focus%5B%5D=3442&focus%5B%5D=16536&focus%5B%5D=145164&focus%5B%5D=68577) Highlighted products: VWO Testing, AB Tasty, LaunchDarkly, Bloomreach, Omniconvert, Webflow, PostHog, and EngageBay. Underlying data: [Grid® JSON](https://www.g2.com/categories/a-b-testing-tools/grids.json?focus%5B%5D=wingify-vwo-testing&focus%5B%5D=ab-tasty&focus%5B%5D=launchdarkly&focus%5B%5D=bloomreach-bloomreach&focus%5B%5D=omniconvert&focus%5B%5D=webflow&focus%5B%5D=posthog&focus%5B%5D=engagebay&segment=all) ## How Many A/B Testing Tools Products Does G2 Track? **Total Products under this Category:** 124 ### Category Stats (Jul 2026) - **Average Rating**: 4.49/5 The average rating of products in this category, based on all submitted ratings - **Top Trending Product**: Harness Platform (+0.22%) - Among all products in this category, Harness Platform recorded the largest rating increase compared to last month *Last updated: July 14, 2026* ## How Does G2 Rank A/B Testing Tools Products? **Why You Can Trust G2's Software Rankings:** - 30 Analysts and Data Experts - 18,400+ Authentic Reviews - 124+ 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. ## Which A/B Testing Tools Is Best for Your Use Case? - **Leader:** [VWO Testing](https://www.g2.com/products/wingify-vwo-testing/reviews) - **Highest Performer:** [EngageBay](https://www.g2.com/products/engagebay/reviews) - **Easiest to Use:** [EngageBay](https://www.g2.com/products/engagebay/reviews) - **Top Trending:** [PostHog](https://www.g2.com/products/posthog/reviews) - **Best Free Software:** [VWO Testing](https://www.g2.com/products/wingify-vwo-testing/reviews) --- **Sponsored** ### Confidence by Spotify Confidence is an experimentation and feature flagging platform developed by Spotify, designed to assist software and product teams in conducting experiments and making data-informed decisions at scale. Leveraging over a decade of experience in A/B testing infrastructure, Confidence provides a robust framework for teams looking to optimize their product features and user experiences through systematic experimentation. The platform is particularly beneficial for development teams, product managers, and data analysts who are keen on enhancing their decision-making processes through empirical evidence. By facilitating A/B testing and gradual rollouts, Confidence allows teams to test new features and modifications in a controlled manner, ensuring that changes are based on real user feedback rather than assumptions. This approach not only minimizes risks associated with feature launches but also fosters a culture of continuous improvement within organizations. Key features of Confidence include its advanced feature flagging capabilities, which enable teams to control user experiences remotely without the need for code deployments. This flexibility allows for rapid iterations and adjustments based on user interactions and feedback. Additionally, the platform's data warehouse-native architecture ensures seamless integration with existing data systems, providing teams with comprehensive insights into user behavior and engagement metrics. Built on OpenFeature, Confidence offers a vendor-agnostic solution for feature flagging, eliminating concerns of vendor lock-in and allowing teams to maintain control over their experimentation processes. The platform's feature flags are available at no cost, making it accessible for any team interested in adopting a data-driven approach to experimentation. By utilizing Confidence, teams can enhance their ability to innovate and respond to user needs effectively, ultimately leading to improved product outcomes and user satisfaction. The combination of powerful experimentation tools and a commitment to data integrity positions Confidence as a valuable resource for organizations aiming to elevate their product development strategies. [Visit website](https://www.g2.com/external_clickthroughs/record?secure%5Bad_program%5D=paid_promo&secure%5Bad_slot%5D=category_product_list&secure%5Bcategory_id%5D=630&secure%5Bchosen_at%5D=2026-07-15T09%3A48%3A13Z&secure%5Bmedium%5D=sponsored&secure%5Bprioritized%5D=false&secure%5Bproduct_id%5D=1775209&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%3Fopen_modal_url%3D%252Fproducts%252Foptibase%252Fwishlists%253Fhost_path%253D%25252Fcategories%25252Fa-b-testing-tools%2526source%253Dcategory&secure%5Btoken%5D=0b71f27b13c7f3544fd5c01e9d3cd794ba0ee3046baebdebdd86a4dfcc6f8e77&secure%5Burl%5D=https%3A%2F%2Fconfidence.spotify.com&secure%5Burl_type%5D=paid_promos) --- ## What Are the Top-Rated A/B Testing Tools Products in 2026? ### 1. [CROforce](https://www.g2.com/products/croforce/reviews) CROforce provides powerful A/B testing tools and expert CRO support to plan, build, run, and analyze experiments that drive measurable growth. **Who Is the Company Behind CROforce?** - **Seller:** [CROforce](https://www.g2.com/sellers/croforce) - **HQ Location:** N/A - **LinkedIn® Page:** https://www.linkedin.com/company/croforce/ (11 employees on LinkedIn®) ### 2. [CROLabs](https://www.g2.com/products/crolabs/reviews) CROLabs is the AI-native CRO platform for the post-click layer. We help performance teams, SaaS companies, and ecommerce brands turn more existing traffic into revenue. Instead of sending every visitor to the same static landing page, CROLabs analyzes your pages, finds conversion blockers, generates testable variants, and shows visitors the version that best matches their intent. So paid traffic stops being a guessing game and becomes a continuous learning loop. ✔️ Analyze The CROLabs Advisor crawls your pages and reviews copy, structure, CTAs, UX, trust signals, and campaign fit against proven CRO principles. It then delivers a prioritized list of recommendations ranked by estimated impact. Add Brand Profile and Campaign Data for sharper suggestions based on your audience, positioning, tone of voice, and campaign messaging. ✔️ Generate CROLabs turns recommendations into clear hypotheses and ready-to-review variants. You see what should change, why it matters, and what outcome is expected. Each recommendation includes the current version, the proposed copy or style change, and the reasoning behind it. ✔️ Experiment Test variants with real traffic instead of making decisions based on opinions. Launch A/B tests, multivariate tests, or A/A validation runs in minutes. With the no-code Visual Editor, you can change copy, adjust colors, hide elements, or add custom CSS without pulling in a developer for every update. ✔️ Personalize Stop showing every visitor the same page. Target variants by device, operating system, screen width, or referrer, and align landing pages more closely with the intent behind each click. With Campaign Data and Ad Personalization, CROLabs can create variants that better match the campaign a visitor came from. ✔️ Learn CROLabs tracks hits, conversions, conversion rate, time on page, scroll behavior, and visitor paths across every variant. You see where users drop off, which variant is winning, and what to test next. With Smart Traffic, CROLabs can continuously shift more traffic toward better-performing variants while keeping a clean control baseline. ✔️ Integrate CROLabs connects with GA4, is GDPR-compliant, loads asynchronously, and makes sure search engines only see your original page. Your experiments run cleanly in the background without hurting page speed or SEO. Get started for free and launch your first experiment in under 5 minutes. **Who Is the Company Behind CROLabs?** - **Seller:** [CROLabs](https://www.g2.com/sellers/crolabs) - **Year Founded:** 2025 - **HQ Location:** N/A - **LinkedIn® Page:** https://www.linkedin.com/company/crolabs/ (2 employees on LinkedIn®) ### 3. [Elevate AB Testing](https://www.g2.com/products/elevate-ab-testing/reviews) Elevate is the leading A/B testing platform for Shopify, helping over 1,200 merchants, including REPEAT, CORKCICLE, and Letterfolk -maximize revenue through intelligent testing. Test prices, themes, checkout flows, shipping, and product pages all from one dashboard. With real-time statistical confidence scoring and 100+ metrics automatically tracked, teams make data-driven decisions faster. Rated 5.0 stars by merchants who've seen 15-30% revenue lifts. Install in 2 minutes and get started free. **Who Is the Company Behind Elevate AB Testing?** - **Seller:** [Elevate AB Testing](https://www.g2.com/sellers/elevate-ab-testing) - **HQ Location:** N/A - **LinkedIn® Page:** https://www.linkedin.com/company/No-Linkedin-Presence-Added-Intentionally-By-DataOps (1 employees on LinkedIn®) ### 4. [ezbot AI](https://www.g2.com/products/ezbot-ai/reviews) ezbot is an AI-driven conversion optimization platform designed to help growing businesses enhance website performance and increase conversion rates. By continuously monitoring visitor behavior, ezbot autonomously tests and identifies the most effective user experiences, ensuring that high-converting variations are delivered more frequently. This results in improved user engagement and higher conversion rates without the need for manual intervention. Key Features: • Visual Editor: Bring your optimization ideas to life—no coding required. ezbot’s Visual Editor Chrome Extension empowers you to create and test website experiences effortlessly, right from your browser. • Automated A/B Testing: Leverages AI to conduct continuous experiments, identifying and implementing the most effective website variations. • User Experience Personalization: Automatically segments your audience and delivers tailored experiences based on behavioral insights. • Performance Dashboard: Provides clear, actionable insights into conversion metrics and optimization outcomes. By integrating ezbot into your website, you can enhance user experiences and achieve substantial improvements in conversion rates, driving business growth effectively. **Who Is the Company Behind ezbot AI?** - **Seller:** [ezbot AI Company](https://www.g2.com/sellers/ezbot-ai-company) - **Year Founded:** 2022 - **HQ Location:** Chicago, US - **Twitter:** @ezbot_ai (1 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/ezbot-ai (3 employees on LinkedIn®) ### 5. [GoGoChimp](https://www.g2.com/products/gogochimp/reviews) AI-powered conversion rate optimisation agency based in Glasgow, Scotland. Founded 2013 by Chris McCarron. GoGoChimp applies the OperatorAI methodology to deliver 28-34% average conversion lift for £1M-£50M B2B SaaS and DTC ecommerce brands. Services include AI CRO, A/B testing, page-speed optimisation, Shopify CRO, SaaS CRO (signup flow, trial-to-paid, pricing pages), and behavioural copywriting. Endorsed by Neil Patel (CrazyEgg co-founder) and Noah Kagan (AppSumo founder). Registered Shopify Partner. Named client wins include Enzymedica (3.4% to 16.9% conversion), Super Area Rugs (216% revenue lift in 37 days), and Donate For Charity (494% donation increase in 30 days). Pricing: Sprint £2,500 one-off; Growth £2,500/month retainer; Scale £5,000/month retainer. **Who Is the Company Behind GoGoChimp?** - **Seller:** [GoGoChimp](https://www.g2.com/sellers/gogochimp) - **Year Founded:** 2013 - **HQ Location:** Glasgow, GB - **LinkedIn® Page:** https://www.linkedin.com/company/gogochimp/ (1 employees on LinkedIn®) ### 6. [GoodUI](https://www.g2.com/products/goodui/reviews) GoodUI is a comprehensive resource dedicated to enhancing user interface (UI design through evidence-based patterns and A/B testing insights. It offers a vast collection of tested design ideas aimed at improving digital product interfaces, thereby boosting conversions and user satisfaction. By analyzing real-world experiments from leading companies, GoodUI provides actionable guidelines for designers and developers seeking to create more effective and user-friendly interfaces. Key Features and Functionality: - Evidence-Based Patterns: Access to over 100 UI patterns backed by A/B testing data, ensuring design decisions are grounded in empirical evidence. - Detailed Explanations: Each pattern includes rationale, examples, and implementation tips, facilitating a deeper understanding of design principles. - Regular Updates: New patterns and insights are added frequently, keeping the resource current with evolving design trends. - Searchable Database: Easily find relevant patterns for specific design challenges through a well-organized and searchable interface. - Visual Examples: Clear before-and-after visualizations for each pattern help illustrate the impact of design changes. Primary Value and User Solutions: GoodUI addresses the challenge of creating effective and user-friendly digital interfaces by providing designers and developers with data-driven design patterns. By leveraging insights from real-world A/B tests, users can make informed design decisions that enhance user experience and increase conversion rates. This resource serves as a valuable tool for those seeking to implement proven design strategies and stay updated with the latest UI trends. **Who Is the Company Behind GoodUI?** - **Seller:** [GoodUI](https://www.g2.com/sellers/goodui) - **LinkedIn® Page:** https://www.linkedin.com/company/evidoo/ (1 employees on LinkedIn®) ### 7. [Heyflow](https://www.g2.com/products/heyflow-heyflow/reviews) Heyflow is the all in one lead gen platform to help you convert website visitors into leads. Using our drag-and-drop builder, you can easily create interactive forms, funnels and landing pages to build an engaging website experience. Analyze the performance of your heyflows by natively integrating with the marketing tools growth marketers need. ✔️Build Choose from 25+ building blocks to build a versatile heyflow in no time – just drag & drop! Define routes and conditional logic to engage smarter, more human, and simply better. Embed your heyflow on any website or just use it as stand-alone interactive landing page. Your heyflow is optimized for mobile devices, 100% responsive, and loads blazingly fast even when your users have a slow internet connection. ✔️Design Fully customize your heyflow to perfectly match your brand and convey your values. Leverage the power of style variables and a pixel-perfect experience. Over 30,000 icons in three coherent weights, 53 categories, and 720 subcategories are ready for you to speed up your workflow. ✔️Analyze Understand your users’ behaviour with Heyflow's analytics dashboard. Measure your heyflow’s performance by natively integrating Google Tag Manager, Google Analytics or Facebook Pixel. Pass URL parameters automatically from your landing page to your heyflow. ✔️Integrate Receive your responses via email, GSheets, Pipedrive, Slack, Asana, and over 2,000 other services via Zapier. Get started with a 14-day trial and a free personal demo to become a better growth marketer today! **Average Rating:** 4.5/5.0 **Total Reviews:** 61 **How Do G2 Users Rate Heyflow?** - **Has the product been a good partner in doing business?:** 7.7/10 (Category avg: 9.0/10) **Who Is the Company Behind Heyflow?** - **Seller:** [Heyflow](https://www.g2.com/sellers/heyflow-1b1fdaae-141c-47ac-a2f7-4604d995766f) - **Year Founded:** 2020 - **HQ Location:** Hamburg - **Twitter:** @heyflowapp (78 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/heyflowcom/ (69 employees on LinkedIn®) **Who Uses This Product?** - **Who Uses This:** CEO - **Top Industries:** Marketing and Advertising, Automotive - **Company Size:** 77% Small-Business, 11% Mid-Market #### What Are Heyflow's Pros and Cons? **Pros:** - Ease of Use (16 reviews) - Intuitive (7 reviews) - Easy Setup (5 reviews) - Integrations (5 reviews) - Customer Support (4 reviews) **Cons:** - Expensive (5 reviews) - Learning Curve (4 reviews) - Missing Features (4 reviews) - Integration Issues (2 reviews) - Limited Features (2 reviews) ### What Do G2 Reviewers Say About Heyflow? *AI-generated summary from verified user reviews* **Pros:** - Users appreciate the **ease of use** of Heyflow, finding it intuitive and perfect for both simple and complex needs. - Users find Heyflow's **intuitive design** enhances usability, allowing for easy navigation and efficient lead generation. - Users highlight the **fantastic ease of setup** with Heyflow, allowing hassle-free implementation without coding requirements. - Users value the **seamless integrations** of Heyflow, enhancing workflows and streamlining lead generation across various platforms. - Users commend Heyflow for its **excellent customer support** , providing prompt and helpful assistance whenever needed. **Cons:** - Users consider the **high pricing** of Heyflow to be a significant drawback compared to other platforms. - Users face a **steep learning curve** with Heyflow, requiring time and effort to master its features effectively. - Users are frustrated by the **missing features** in Heyflow, including inadequate tracking and poor support responsiveness. - Users face **integration issues** due to limited A/B testing, domain restrictions, and high costs for additional flows. - Users find the **limited features** frustrating, especially due to high pricing and restrictions on flows and domains. #### What Are Recent G2 Reviews of Heyflow? **"[HeyFlow Makes Branded Multi-Step Lead Gen Flows Easy](https://www.g2.com/survey_responses/heyflow-review-12620489)"** **Rating:** 5.0/5.0 stars *— Verified User in Financial Services* [Read full review](https://www.g2.com/survey_responses/heyflow-review-12620489) --- **"[Best-in-Class Visual Form Builder for Modern, Interactive Flows](https://www.g2.com/survey_responses/heyflow-review-12620523)"** **Rating:** 4.0/5.0 stars *— Taylor H.* [Read full review](https://www.g2.com/survey_responses/heyflow-review-12620523) --- #### What Are G2 Users Discussing About Heyflow? - [What is Heyflow used for?](https://www.g2.com/discussions/what-is-heyflow-used-for) - 1 comment ### 8. [iteratist](https://www.g2.com/products/iteratist/reviews) Iteratist is the most advanced a/b split testing platform on the market today. The AI-powered reporting and insights are just the beginning - iteratist transforms those insights into actions right there within the platform. With direct integration with your Google Ads and Linkedin Advertising accounts **Who Is the Company Behind iteratist?** - **Seller:** [Iteratist](https://www.g2.com/sellers/iteratist) ### 9. [Keyspider](https://www.g2.com/products/keyspider/reviews) Keyspider provides accurate search results with a cloud-based enterprise search engine. With Keyspider you can build your very own customized website search without the additional time or cost. Keyspider understands the customer’s requirements and delivers the right results to their search queries. The solution for websites to pave the way for better search experiences and improved conversions. It intends to redefine how customers navigate through customers' websites with a search-as-a-service that leaves no stone unturned. Increase relevance across mediums with tailored search. **Average Rating:** 4.8/5.0 **Total Reviews:** 22 **How Do G2 Users Rate Keyspider?** - **Has the product been a good partner in doing business?:** 10.0/10 (Category avg: 9.0/10) **Who Is the Company Behind Keyspider?** - **Seller:** [Keyspider](https://www.g2.com/sellers/keyspider) - **HQ Location:** Philadelphia, US - **Twitter:** @keyspidersearch (9 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/keyspider/ (4 employees on LinkedIn®) **Who Uses This Product?** - **Top Industries:** Information Technology and Services - **Company Size:** 55% Mid-Market, 36% Small-Business #### What Are Keyspider's Pros and Cons? **Pros:** - Ease of Use (11 reviews) - Search Efficiency (10 reviews) - Speed (7 reviews) - Results (6 reviews) - Search Technology (6 reviews) **Cons:** - Content Improvement (3 reviews) - Improvement Needed (2 reviews) - Missing Features (2 reviews) - Need for Improvement (2 reviews) - Poor Documentation (2 reviews) ### What Do G2 Reviewers Say About Keyspider? *AI-generated summary from verified user reviews* **Pros:** - Users find Keyspider's **ease of use** exceptional, enhancing search experience and customer support throughout implementation. - Users commend the **search efficiency** of Keyspider, noting its accuracy, speed, and enhanced overall search experience. - Users appreciate the **speed of search results** from Keyspider, significantly reducing research time and enhancing efficiency. - Users value the **robust features** of Keyspider, as it enhances search accuracy and overall online efficiency. - Users highlight the **powerful search technology** of Keyspider, significantly improving the search experience and customer satisfaction. **Cons:** - Users feel that **content improvement** is needed for APIs documentation and front-end libraries to enhance the experience. - Users feel the **front-end libraries need improvement** , as some tools seem to be in the MVP stage. - Users feel that Keyspider has **missing features** , such as advanced search capabilities like image and regex support. - Users suggest a **need for improvement** in the API documentation and front-end libraries for better integration. - Users express the need for **expanded technical documentation** to support integration and accommodate diverse language needs. #### What Are Recent G2 Reviews of Keyspider? **"[The Impact of Keyspider Enterprise Search is Game-Changer for Our Business](https://www.g2.com/survey_responses/keyspider-review-8372178)"** **Rating:** 5.0/5.0 stars *— Gowtham S.* [Read full review](https://www.g2.com/survey_responses/keyspider-review-8372178) --- **"[Best Search Module for Drupal CMS websites](https://www.g2.com/survey_responses/keyspider-review-7843598)"** **Rating:** 5.0/5.0 stars *— karthik R.* [Read full review](https://www.g2.com/survey_responses/keyspider-review-7843598) --- #### What Are G2 Users Discussing About Keyspider? - [What is Keyspider used for?](https://www.g2.com/discussions/what-is-keyspider-used-for) - 1 comment ### 10. [Kirro.io](https://www.g2.com/products/kirro-io/reviews) Turn visitors into customers, the easy way. kirro.io analyzes your site, spots what's worth testing, and tells you what to change and why. Pick a suggestion, check the preview, click approve. Done. One-click install through Google Tag Manager. Works with your existing GA4 goals. No code needed. €149/mo. Unlimited tests, unlimited visitors. No per-visitor pricing. Cancel anytime, one click. Built for marketers and founders, not data scientists. **Who Is the Company Behind Kirro.io?** - **Seller:** [Kirro.io](https://www.g2.com/sellers/kirro-io) - **HQ Location:** N/A - **LinkedIn® Page:** https://www.linkedin.com/company/kirro/ (1 employees on LinkedIn®) ### 11. [Lyftio](https://www.g2.com/products/lyftio/reviews) A/B Testing & Feature Flag testing. Run smarter experiments on your website, landing pages and digital products. Running a startup? Driving a scale-up? It’s time for data democracy. Lyftio makes data-driven decisions accessible to all. **Who Is the Company Behind Lyftio?** - **Seller:** [Lyftio](https://www.g2.com/sellers/lyftio) - **Year Founded:** 2025 - **HQ Location:** Stockholm, SE - **LinkedIn® Page:** https://www.linkedin.com/company/lyftio/ (3 employees on LinkedIn®) ### 12. [Maxymizely](https://www.g2.com/products/maxymizely/reviews) Maxymizely is a web analytics system that provide general web analytics, A/B/N testing, traffic and crash analytics, it improve conversion rates (CRO) of mobile and web-based applications, for marketers and business owners. **Who Is the Company Behind Maxymizely?** - **Seller:** [Maxymizely](https://www.g2.com/sellers/maxymizely) - **Year Founded:** 2012 - **HQ Location:** N/A - **Twitter:** @maxymizely (321 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/maxymizely (2 employees on LinkedIn®) ### 13. [Nelio](https://www.g2.com/products/nelio/reviews) Nelio is a tool for wordpress. **Who Is the Company Behind Nelio?** - **Seller:** [Nelio](https://www.g2.com/sellers/nelio) - **Year Founded:** 2013 - **HQ Location:** Barcelona, - **Twitter:** @NelioSoft (2,458 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/nelio-software/?originalSubdomain=in (4 employees on LinkedIn®) ### 14. [Nokose](https://www.g2.com/products/nokose/reviews) Nokose is a simple A/B testing tool that lets you test changes on your website, track what works best, and improve conversions with real user data. **Who Is the Company Behind Nokose?** - **Seller:** [Nokose](https://www.g2.com/sellers/nokose) - **HQ Location:** Bangalore, IN - **LinkedIn® Page:** https://www.linkedin.com/company/nokose/ (1 employees on LinkedIn®) ### 15. [Optiin](https://www.g2.com/products/optiin/reviews) Optiin is a complete done for you software come with easy drag and drop blocks. Could present your next big idea online in minutes. To help you grow, with other tools inside built in. You can get to more people to your business. We believe everyone deserves success. Optiin is A platform to share their knowledge, Present it & make an impact and enjoy every aspect of it.Innovation and simplicity makes us exceptional. **Who Is the Company Behind Optiin?** - **Seller:** [Optiin By Counzila](https://www.g2.com/sellers/optiin-by-counzila) - **Year Founded:** 2019 - **HQ Location:** Hawthorne, US - **LinkedIn® Page:** https://www.linkedin.com/company/optiincom (1 employees on LinkedIn®) ### 16. [Optimizely Personalization](https://www.g2.com/products/optimizely-personalization/reviews) Optimizely Personalization is a complete, end-to-end solution, purpose-built to help marketers personalize (and convert) every moment.  Personalization lets you plan and collaborate on personalization programs of any size or scale, deliver fast, flicker-free 1:1 experiences powered by AI, and measure impact against the metrics that matter most to your business. Take your program to the next level with the entire Optimizely One suite: Unify data and instantly reach your customers across channels with Optimizely Data Platform, validate new ideas to inform your broader optimization strategy with Web and Feature Experimentation, and test against your most important business metrics with Analytics. **Who Is the Company Behind Optimizely Personalization?** - **Seller:** [Optimizely](https://www.g2.com/sellers/optimizely-a5a01825-75d4-4ab9-84c1-3a421d75af81) - **Year Founded:** 1994 - **HQ Location:** New York - **Twitter:** @Optimizely (28,791 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/optimizely/ (1,650 employees on LinkedIn®) ### 17. [Otter A/B](https://www.g2.com/products/otter-a-b/reviews) Lightweight A/B testing platform for websites. Test headlines, CTAs, and layouts with a 9KB SDK that loads in under 50ms. Use your existing Google Analytics events as goals. Decision-ready reporting tells you exactly when you have a winner. **Who Is the Company Behind Otter A/B?** - **Seller:** [The Cool Software Company](https://www.g2.com/sellers/the-cool-software-company) - **HQ Location:** N/A - **LinkedIn® Page:** https://www.linkedin.com/company/No-Linkedin-Presence-Added-Intentionally-By-DataOps (1 employees on LinkedIn®) ### 18. [PageDuel](https://www.g2.com/products/pageduel/reviews) PageDuel makes A/B testing accessible to teams of all sizes. Unlike complex enterprise tools that require implementation teams and cost $198-299/month, PageDuel lets you launch experiments in minutes through an intuitive visual editor. Simply paste a snippet, create variations by pointing and clicking, and let the tool automatically declare a winner based on statistical significance. Perfect for indie hackers validating landing pages, SaaS teams optimizing pricing pages, and agencies running client experiments. Starting at $9/month with a 7-day free trial. **Who Is the Company Behind PageDuel?** - **Seller:** [PageDuel](https://www.g2.com/sellers/pageduel) - **HQ Location:** N/A - **LinkedIn® Page:** https://linkedin.com/in/nichovski/ (1 employees on LinkedIn®) ### 19. [PageTest.AI](https://www.g2.com/products/pagetest-ai-pagetest-ai/reviews) PageTest.AI is a cutting-edge platform that leverages artificial intelligence to optimize website content through A/B and multivariate testing. With a user-friendly interface, you can easily select elements to test, let AI generate variations, and track performance metrics like clicks and engagement. This tool is designed for marketers and website owners who want to enhance user experience and increase conversion rates without the need for coding or technical expertise. Start testing today and see the difference AI can make in your website's performance. **Who Is the Company Behind PageTest.AI?** - **Seller:** [PageTest.AI](https://www.g2.com/sellers/pagetest-ai) - **HQ Location:** N/A - **LinkedIn® Page:** https://www.linkedin.com/company/pagetestai/ (2 employees on LinkedIn®) ### 20. [SARE](https://www.g2.com/products/sare/reviews) SARE is an email marketing tool that supports dynamic content and advanced personalization. **Average Rating:** 4.1/5.0 **Total Reviews:** 12 **How Do G2 Users Rate SARE?** - **Has the product been a good partner in doing business?:** 7.2/10 (Category avg: 9.0/10) **Who Is the Company Behind SARE?** - **Seller:** [SARE](https://www.g2.com/sellers/sare) - **Year Founded:** 2005 - **HQ Location:** Warszawa, mazowieckie - **Twitter:** @SAREpl (133 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/1084401 (54 employees on LinkedIn®) **Who Uses This Product?** - **Company Size:** 42% Small-Business, 33% Mid-Market #### What Are Recent G2 Reviews of SARE? **"[SARE Review - Best in email marketing.](https://www.g2.com/survey_responses/sare-review-7595237)"** **Rating:** 5.0/5.0 stars *— Shanmugapriya M.* [Read full review](https://www.g2.com/survey_responses/sare-review-7595237) --- **"[Best email marketing tool](https://www.g2.com/survey_responses/sare-review-7578997)"** **Rating:** 4.5/5.0 stars *— Harikishan M.* [Read full review](https://www.g2.com/survey_responses/sare-review-7578997) --- ### 21. [Shoplift](https://www.g2.com/products/shoplift/reviews) Shoplift is an A/B testing CRO platform purpose-built for Shopify. Quickly launch split tests directly within your theme customizer or let Lift Assist™ auto-build experiments for you. Optimize product pages, product prices, landing pages, themes, and more to boost conversion rate (CRO). Get clear analytics to improve conversions without the hassle. Run any AB test or split test without coding or developer resources. Simplify conversion optimization, understand shopper behavior, and maximize your store's revenue with Shoplift. - A/B test product pages, landing pages, collections, homepage, prices, and search - Theme testing for rebrands, navigation optimization, and mini-cart conversion - Audience segmentation & advanced analytics for RPV, AOV, CVR, CTR, and more - Lift Assist auto-creates branded, pixel-perfect split tests—no coding needed - Fast, seamless AB tests with optimized page speeds and zero page flicker **Who Is the Company Behind Shoplift?** - **Seller:** [Shoplift](https://www.g2.com/sellers/shoplift) - **HQ Location:** New York, US - **LinkedIn® Page:** https://www.linkedin.com/company/shoplift/ (34 employees on LinkedIn®) ### 22. [sortexpress.com](https://www.g2.com/products/sortexpress-com/reviews) Are you doing A/B testing for your landing pages? Do you want to know what landing page works best for your clients? Are you struggling with opening and closing campaigns? If yes, then you need sortexpress - a live A/B testing A.I. that knows what page to show to your new visitor before they enter your site. This way, you can have higher engagement, higher conversion rate, and lower lead cost. With every entrance of a new client, sortexpress A.I. knows what page to display based on previous conversions of other customers. It learns from the device, location, browser, operation system, and many other parameters. Sortexpress works for clients of e-commerce, affiliates, marketing experts, small and large businesses, and many others. It only takes 5 minutes to integrate sortexpress with your website. Just click play and relax. Let sortexpress A.I. do the work for you and deliver the right message to the right client. **Who Is the Company Behind sortexpress.com?** - **Seller:** [SortExpress](https://www.g2.com/sellers/sortexpress) - **Year Founded:** 2023 - **HQ Location:** HOLON, IL - **LinkedIn® Page:** https://www.linkedin.com/company/sortexpress-com (1 employees on LinkedIn®) ### 23. [Split Hero](https://www.g2.com/products/split-hero/reviews) Split Hero is a fast, easy and effective solution for A/B testing your WordPress website. **Who Is the Company Behind Split Hero?** - **Seller:** [Split Hero](https://www.g2.com/sellers/split-hero) - **HQ Location:** N/A - **LinkedIn® Page:** https://www.linkedin.com/company/No-Linkedin-Presence-Added-Intentionally-By-DataOps (1 employees on LinkedIn®) ### 24. [Two Variants](https://www.g2.com/products/two-variants/reviews) Privacy-friendly AB testing platform with no-code visual editor. **Who Is the Company Behind Two Variants?** - **Seller:** [Pixel Takeaway](https://www.g2.com/sellers/pixel-takeaway) - **Year Founded:** 2003 - **HQ Location:** London, GB - **LinkedIn® Page:** https://www.linkedin.com/company/pixeltakeaway/ (1 employees on LinkedIn®) ## What Is A/B Testing Tools? [Conversion Rate Optimization Tools](https://www.g2.com/categories/conversion-rate-optimization-tools) ## What Software Categories Are Similar to A/B Testing Tools? - [E-Commerce Personalization Software](https://www.g2.com/categories/e-commerce-personalization) - [Personalization Engines](https://www.g2.com/categories/personalization-engines) - [Personalization Software](https://www.g2.com/categories/personalization) --- ## 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.