Marketing is a constantly changing field, so you have to make adjustments, improvements, and test your hypotheses, because often the unobvious works. This is true for the design of websites in general and their individual pages.
Of course, there are certain rules for the creation of the site. But for it to give a good conversion rate, you need to constantly explore new approaches. Or, more simply put, testing.
Fortunately, there are plenty of A/B testing tools available. But before you go on to review them, refresh your memory on the basics.
What is A/B testing and why you should do it
A/B testing is the process of comparing two or more different versions of a website page. It helps to understand which version works better.
The first step is to create a new version of the page, changing one element that you think might improve the conversion rate. It could be a different font, a different main image, a different location of the call to action (CTA) button.
After that, 50% of site visitors are directed to the original version of the page (A) and the remaining 50% are directed to the modified version (B). The distribution is done randomly. When enough data is collected, you can analyze user behavior and understand which version of the site worked better.
If the new page shows a higher conversion rate, your hypothesis is confirmed. Of course, sometimes pages will show the same conversion rate. Or the new page will show a deterioration in performance. But any result goes to the plus side. You’ll understand what works and what doesn’t, and you can better plan your next testing.
Performing A/B testing systematically helps you fine-tune your site pages to get better results. By improving the user experience, you increase leads and sales.
Most importantly, there are more pros than cons to A/B testing. The process involves changing one item. If the result is negative, you can quickly undo the changes. And any positive changes can simply be saved and used as a starting point for the next test.
But which tool to use? Below you will find a list of 13 services. They all allow you to test, but differ in price, additional features and complexity of use.
Leadpages
Not only can you test sites on Leadpages, but you can also create them. Leadpages offers unlimited A/B testing with the Pro plan. You can also create three sites, conversion rate tools, optimization tips, analytics, pop-ups and alert banners.
How much does it cost
The Pro plan will cost a minimum of $74 a month if you pay one year in advance. There is a free 14-day trial.
Who it’s good for
Small to medium sized businesses where landing pages are created on the website for marketing campaigns.
“Google Optimization.”
Google has its own free testing tool
“Optimization” is an A/B testing tool from Google that is fully integrated into Google Analytics. The tool collects a lot of information about users. Audience segmentation is available for testing.
“Google Optimization” offers more than just A/B testing. Multivariate testing, split URL testing and server-side testing can be done with the tool. These, however, will require more in-depth study of the tool.
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How much does it cost
“Google Optimization” is a free tool. There is also a paid version, Optimize 360. It is offered to large corporations on demand.
Who it’s good for
Those who are looking for a free tool with additional features and full integration into the Google ecosystem.
Freshmarketer
Freshmarketer is a tool from Freshworks. It offers full automation of marketing processes and conversion rate optimization (CRO).
On the platform you can create versions of the site pages, analyze your audience segments and track revenues. Heatmaps and session records can be integrated with Freshmarketer. This will provide additional insights into the problems site visitors are experiencing.
How much does it cost
All the functionality for A/B testing is offered in the Conversion Rate Optimization extension. The cost starts at 219 euros for 10,000 unique visitors per month. To set up the extension, you will need a subscription: Growth, Pro or Enterprise. Cost is $19, $149 and $299 per month respectively when paid one year in advance.
Who it’s good for
Companies looking for a complete set of A/B testing tools as well as platforms that need to automate their marketing processes.
VWO
VWO is used by many large companies
VWO is one of the leaders in the field. A/B testing is available as part of the Testing package. Three plans are offered: Growth, Pro and Enterprise. With VWO you can perform not only A/B testing, but also multivariate testing, testing of a specific audience segment.
The platform uses a visual editor and code editor, which allows users with different technical backgrounds to work. VWO offers test results in the form of dashboards. There are also heatmaps and session recordings. They help you understand how users interact with the site.
Among the unusual features of VWO is the text generator based on artificial intelligence. It creates variants of existing text on the site for testing. There is also a function SmartCode, which reduces the page load time as part of the test.
How much does it cost
Prices are available on request.
Who it suits
Large companies with specific requests for testing.
Optimizely
Optimizely is a good option for big business
Optimizely is a platform focused on large companies. You can use the tool to test websites, mobile apps and messengers.
Optimizely offers three plans that include A/B testing. The largest set of tools is present in the Intelligence Cloud plan. It offers not only A/B testing, but also multivariate testing. There are embedded optimization tools.
How much does it cost
Pricing is available upon request.
Suitable for whom
Large companies with high website traffic.
Omniconvert
Omniconvert allows you to do highly personalized testing
Omniconvert is a conversion optimization platform that includes A/B testing, surveys, pop-ups and audience segmentation. The platform offers three plans: Explore, Reveal and Adapt. Explore is positioned as an e-commerce conversion optimization tool. It offers features such as split URL testing, related testing and a browser extension that bypasses CDN caches. It also offers an anti-bug tool to help identify the source of any problem as part of testing.
Perhaps the main feature of Omniconvert is the ability to personalize experiences for different audience segments (40 segmentation parameters). Among the parameters: user location, number of days since last conversion, new/returning users.
How much does it cost
The Explore plan starts at $167 per month. Reveal offers three options:
- Start – free;
- Grow – starting at $83 per month;
- Scale – from $250 per month.
Who’s Suitable for
Startups, small and medium-sized businesses with a programmer on staff.
AB Tasty
AB Tasty is a good option for beginners
AB Tasty is a digital optimization platform that offers A/B testing, multivariate and multi-page testing. The tool is easy to use, but also offers additional features. For example, a heat map, segmented targeting and a dashboard with ROI (return on investment). The platform offers a drag-and-drop editor with supporting documentation and a good support team. Which means users who are far from the technical side of things will be able to set up testing without any problems.
How much does it cost
Prices are available upon request.
Suitable for Whom
Companies who are trying A/B testing for the first time.
Convert
Convert – one of the fastest tools
Convert is a powerful tool for A/B testing. It includes:
- split URL testing – multiple versions of a page on different URLs;
- multivariate testing;
- multi-page testing – changing individual elements on multiple pages.
The platform offers advanced settings for creating and adjusting experiments. There are many integration options, including Google Analytics, WordPress and Shopify.
Convert is known for its speed of operation. It maintains a high user experience when testing by not accidentally displaying the original version of the page. According to Convert, such an error can reduce conversion rates by more than 10%.
How much does it cost
The cheapest Kickstart offer is $699 per month. The Specialist plan starts at $879 a month, and for the Leader plan you have to pay $1,899.
Who is suitable for whom
Agencies and experts who are looking for a tool with functionality for a large enterprise, but at a nicer price.
Adobe Target
Adobe Target targets only large companies
Adobe Target is a platform for personalizing digital experiences. It helps to carry out extensive testing. With Target, you can test not only websites, but also mobile apps and other channels. The platform is aimed exclusively at large companies. Target integrates with other Adobe Marketing products through the cloud of the same name. This allows for data sharing and analysis. Target has gained popularity due to its self-learning algorithm that underpins the Automated Personalization feature. Using machine learning, the platform offers different test options to different users based on their individual shopper profile. As a result, more personalized content is displayed and sales are higher.
How much does it cost
Pricing is available upon request.
Suitable for whom
Large companies for whom CRO tools and personalization are very important.
Convertize
Convertize is for people without technical skills
Convertize is an A/B testing platform that doesn’t require technical skills to use.
It offers a simple interface with an intuitive visual editor to create page variants. Convertize offers fine-tuning that improves testing speed and efficiency. Autopilot runs algorithms that reduce the need for manual test monitoring. More users will be automatically directed to the version of the page that performs best.
Technical site audit
The presence of duplicate pages, security, correctness of all technical parameters: redirects, robots.txt, sitemap.xml loading speed.
Technical optimization – one of the main stages of promotion.
The platform also offers more than 150 A/B testing tactics based on psychology and user behavior.
How much it costs
The Solo plan allows 20,000 users per month with prices starting at $49. The Team plan, priced from $199 per month, offers a limit of 100,000 users.
Who it’s good for
Companies looking for an innovative A/B testing tool at a low cost.
Kameleoon
Kameleoon features high security standards
Kameleoon is a powerful A/B testing platform that includes additional features. The platform allows for client-side, server-side personalization and mobile app testing. In addition, there is a smart graphical editor, a large library of widgets and building blocks, and pre-publication variant simulation. Kameleoon promotes high standards of security and privacy, which is suitable for organizations in finance and healthcare. The platform is also popular among retail and e-commerce representatives. This is due to its extensive segmentation capabilities and machine learning algorithms that automatically increase conversions. The algorithms predict buying intent in real time.
How much does it cost
Pricing is available upon request.
Who it suits
Medium to large companies that need a stylish and robust tool.
Oracle Maxymiser
Oracle Maxymiser will require technical skills
Oracle Maxymiser is another powerful platform aimed at large companies. Oracle Maxymiser has a built-in visual editor that makes it easy to set up tests. In it, you can specify test rules for specific user segments and display personalized content. There is also a code editor for more complex projects. Among the unusual options is the test duration calculator. It helps to assume the duration of the test to achieve a statistically significant difference.
Comprehensive web analytics
Allows you to see each traffic source, its quality – conversion percentage for each campaign, ad group, advertisement, keyword. It allows to understand the quality of traffic provided by each channel and whether it is worth investing in it or not. However for getting the most out of working with Oracle Maxymiser you need to have technical skills.
How much does it cost
Pricing is available upon request.
Who it’s good for
Large companies with tech support specialists on staff.
Apptimize
Apptimize is suitable for cross-platform work
Apptimize is an A/B testing platform that helps optimize customer experience across all channels including web, mobile platforms, OTT (online video service delivery) and stores. Apptimize allows you to test changes on any platform and track their impact across all channels. Messages, pricing and additional features can be fine-tuned so that users who move from one platform to another have the same information.
How much it costs
Pricing is available upon request.
Who it’s good for
Companies for whom cross-platform performance is important.
A/B testing is critical to optimizing user experience and increasing conversion rates. And there are quite a few tools available to help you do it. Focus on your goals and budget when choosing the best option. Small businesses should focus on tools that offer the most features for the least cost.