Every company has a unique set of customers, so there’s no one-size-fits-all formula for designing an optimal website, crafting the most compelling copy, or building the most effective product.
This is where A/B testing tools come in, where you can use them to test and optimize your website or app design, copy, product, and, most importantly, create an experience tailored to customer needs. Read on to discover high-quality A/B testing tools that will help you discover what your unique set of customers prefers.
What makes a great A/B testing tool?
Before we jump into the top A/B testing tools, let’s talk about the features you should look for in an A/B testing tool. Look out for:
A/B Tests: The tool should, as a baseline, offer A/B testing. Some have additional capabilities, so consider what else is offered if you’re looking for a more inclusive tool.
Required Skills: Some tools require technical knowledge to build and launch tests, while others have easy-to-use builders for any ability. Some offer both but make sure your tool supports your skillset.
Segmentation Capabilities: Your A/B test tool should offer segmentation and targeting abilities to target your preferred audience groups.
Statistical Analysis and Reporting: The significance of your test results is an essential part of your test, so you want the tool you use to calculate the significance of your results and provide other metrics like ROI and CRO.
Testing Options: You want the tool you use to offer client or server-side testing, depending on your needs.
If you’re running more complex tests and will make code-based changes, you’ll want the tool to support server-side testing.
If you’re running less complex tests for something like page layout, you’ll want client-side testing.
Integrations: Your preferred tool should sync with the software and tools you already use to ensure a seamless process.
Beyond that, all tests should be flicker-free, meaning there is no lag in load time that can affect your visitors’ user experience on your site. Below we’ll go over 15 of the best A/B testing tools, their capabilities, and a standout feature that helps you pick a tool that works best for you and your needs.
HubSpot’s A/B test tracking template is a how-to guide for instruction and inspiration in an easy-to-use spreadsheet, so you don’t need to make complex code changes or calculations. And it comes with a statistical significance calculator to help you understand if your tests were wins, losses, or inconclusive.
It’s ideal for businesses just getting started with A/B testing or for companies that need a way to track their existing tests.