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11 Best A/B Testing Tools for SMBs

Sia Mohajer
Last updated: Aug 27, 2020

A/B testing tools are now staples for digital businesses that are serious about maximizing their conversion efficiency. In today’s competitive market, smart business leaders will use every tool available to keep people on their pages and clicking through instead of clicking away.

One of the best ways to do this is through optimization. The best A/B testing tools will let you create minor variations of a single page, offer them to live users, and determine which version of the page does best.

You can use these software suites to progressively fine-tune your website until it’s a well-run machine, churning out conversions and leads like nothing else. Let’s break down the best A/B testing for small to mid-size businesses now.

How Split Testing Software Works


In a nutshell, split testing software produces a minor variation of a webpage or site using a distinct URL. This means your technical team (or you, if your business is small) needs to intervene to direct traffic to the alternate website to gather data.

In most cases, split testing software is used when there are big design changes to the website or page in question.

Split testing Variations

A/B testing software is a lot easier to use and is mostly relied on for small changes, like altering the placement of an input field or the color of a button. All these minor changes will allow you to see how people react and optimize your site for the best performance possible.


Best A/B Testing Software

There are almost too many top A/B testing tools to count. Here’s eleven of the best A/B testing software picks you can make right now.

#1 Optimizely


Key Specifications:

  • A/B testing
  • Multi-page testing
  • Full-stack optimization
  • Advanced targeting tools
  • Visual editor
  • Price: $1000+

Pros:

  • Ideal for new users
  • Good for specific user targeting
  • Easy for integration

Cons:

  • High price for beginners

Optimizely social Logo

Optimizely is a tool that’s perfect if you want to optimize your conversions. It comes with a huge suite of A/B testing tools, including testing for multiple pages, a visual editor, and a selection of advanced segmenting and targeting tools to help you determine and then meet certain conversion metrics.

In addition to its plethora of features, Optimizely is extremely user-friendly. It’s pretty easy to get the hang of once you explore the interface.

You’ll be able to retroactively filter for different IP addresses and even set certain “saved audiences” for targeting certain conversion groups. It’s also a particularly nice tool because it can integrate with other third-party tools, like Google Analytics, more readily than many others.

Perhaps most important is the multipage experimentation tool, which allows you to run multiple versions of a multiple pages all at once. This is a lot faster and more efficient than A/B testing a single page with paired versions over and over, then moving to the next page, and so on.

#2 VWO


Key Specifications:

  • A/B testing
  • Multivariate testing
  • Visual editor
  • Split URL testing
  • Behavioral segmentation
  • Price: $199/mo

Pros:

  • Asynchronous code reduces load times
  • Easy to scale
  • Very budget-friendly

Cons:

  • User targeting could be better

VWO is the budget-friendly counterpart to Optimizely, featuring regular A/B testing, multivariate testing, a visual editor, plenty of widgets to add pop-ups, banners, and other lead generation tools, and much more.

We also like it because it includes asynchronous coding – in short, this can reduce the load times you have to suffer through while you run various A/B tests.

Because it doesn’t have as high a price tag, it may be a particularly good choice for smaller businesses or for sites that are just starting out. Behavioral segmentation tools will let you target key audiences even more accurately: again, a really nice touch for niche businesses and smaller sites.

Because VWO’s pricing scale is based on your traffic and features, you’ll also be able to stick with the same A/B testing tool over time and just scale up as your business becomes more successful.

#3 Google Analytics and Google Optimize


Key Specifications:

  • A/B/n testing
  • Multivariate testing
  • Server-side experiments are available
  • Good integration with Google Analytics
  • Personalization tools
  • Price: Free or $100,000/year

Pros:

  • Ideal for enterprise-level operations
  • Comes with a free version
  • Run hundreds of tests at once

Cons:

  • 360 is very expensive

Google Optimize and Analytics

Google Optimize comes with a free version that’s perfect for small businesses. Some of the best features include A/B/n testing if you want to try out more than two versions of a single page at once, multivariate testing, server-side experimentation, and plenty of personalization elements.

Of course, a big benefit of Optimize is its integration with Google Analytics. You should already probably be using that tool to boost your conversion, but being able to transfer applicable data and use that gathered intel for your business is even easier with Optimize compared to other tools.

Optimize 360 has a much expensive enterprise-level price tag and it comes with additional perks. Specifically, 360 subscribers will be able to run up to over 100 experiments at the same time, benefit from advanced service and support, custom targeting metrics, and have the ability to add additional objectives to their tests.

#4 Zoho PageSense


Key Specifications:

  • A/B testing
  • Heatmaps
  • Funnel analysis tools
  • Plenty of personalization options
  • Split URL testing
  • Price: $18-$400/mo

Pros:

  • Easy to scale
  • Very user-friendly
  • Has good personalization tools

Cons:

  • No multivariate tests

PageSense creating account

Zoho is also fairly affordable compared to some of the pricier, enterprise-level A/B testing tools on the market. It comes with tons of worthwhile features including a visual editor, split URL testing, flexible reporting, heat maps, and purchase funnel analytical tools.

It’s a combined conversion optimization and personalization platform that is perfect for smaller businesses looking to carve out a dedicated niche in their market.

The tool itself is fairly user-friendly and is great for integration with most other third-party tools. The biggest drawback is that doesn’t support multivariate tests, but if you don’t have tons of traffic to make use of these in the first place, it’s not much of a downside.

If you decide to stick with Zoho as your business scales up, you’ll be pleased to know that the enterprise plan is still quite affordable, and even cheaper than the entry-level prices from other A/B testing tools.

#5 Convert Experiences


Key Specifications:

  • A/B testing
  • Split and multivariate testing
  • Experiments on multiple pages
  • WYSIWYG editor
  • No limits on tests or variations
  • Price: $599/mo minimum

Pros:

  • Easy to customize tests
  • Builds customer profiles
  • Good customer support

Cons:

  • High price for beginners

Conversion rate optimization

This advanced platform is perfect for conversion optimization experts and medium-sized businesses, partially because of its relatively high beginning asking price. Still, there’s a lot to like, including multivariate testing, multipage experiments, unlimited tests and variations, and some exclusive integrations with certain third-party tools.

You’ll be able to build different tests or variations according to your liking or for what works best with your user base. Because something of a more technical tool compared to something like Zoho, it’s best used with experienced CRO professionals and developers.

If you do decide to give Convert a try, you’ll find that it’s easy to focus on personalization, build customer profiles, and benefit from one of the best customer support teams you can find in this industry.

#6 HubSpot


Key Specifications:

  • A/B testing
  • CRM tools
  • Email marketing tools
  • Marketing automation available
  • Lead management tools
  • Price: $800/mo

Pros:

  • Has additional tool suites
  • Good for marketing campaigns
  • Live chat tools

Cons:

  • A/B testing locked behind high price

HubSpot Partner Logo

This A/B testing tool also comes with plenty of marketing and conversion optimization tools to make it a holistic business hosting package. Lead management, email marketing, and marketing automation tools are all included, and you can even set up a live chat system with the tool to help your engaged customers.

The CRM suite included as well as perfect for analyzing and handling customer data. You’ll be able to make full-blown marketing campaigns using this one tool, then use A/B testing on all of your site’s pages to optimize for conversion.

There is a downside in that the A/B testing features are only available for the Professional plan, so it’s not necessarily the best choice if you are looking for a budget-friendly A/B test solution. Still, it’s valuable when you consider all the tools you get for the purchase.

#7 SiteSpect


Key Specifications:

  • A/B/n testing
  • Split testing
  • Multivariate testings
  • WYSIWYG editor
  • Visual editor
  • Price: N/A

Pros:

  • Good for security-minded businesses
  • Offers ROI analysis
  • Training seminars available

Cons:

  • High asking prices for small businesses

SiteSpect Logo

SiteSpect is a server-side testing tool, which makes it a perfect pick for complex testing and for enterprise security. Medium-sized businesses will get a lot of mileage from this tool because of these aspects, and it’s also a good match for companies that like to self-host or who have tech-specialists in-house to make the most of all of its features.

For instance, SiteSpect lets you edit the HTML code before it even leaves the server. A dynamic visual editing tool is included as well, and you can access your pages from either client or server sides.

This is perfect if you want to see exactly what your users will experience when they click on your pages. Forming a perfect customer experience is, thus, made even easier.

Grab any of these packages and you can benefit from an ROI analysis by one of SiteSpect’s experts, plus training seminars for your marketing employees. All in all, it’s a great A/B testing and conversion tool through and through.

#8 LeadFormly


Key Specifications:

  • A/B testing
  • Visual editor
  • Multistep form templates
  • Spam filter
  • Tons of form analytics tools
  • Price: $37/mo

Pros:

  • Good for purchase funnel analysis
  • Comes with a free trial
  • Uses AI intelligence for optimization

Cons:

  • No multivariate testing

This affordable tool comes with a free trial if you want to test it out before putting down any money.

We think most people will be satisfied since the tool comes with multistep form templates to help you maximize your conversions, a visual editor, form analytics, an excellent spam filter and “intelligent field validation” – a special widget that will let you optimize user input fields across your site.

LeadFormly is especially robust when it comes to analyzing A/B aspects that other testing tools ignore. In-depth form analytics can help you figure out which pages get people all the way to the end of the purchasing funnel instead of dropping off at the last hurdle.

It even provides something called conditional logic, a type of algorithmic intelligence that can help you optimize your page section by section based on the results of previous input fields or pages. In other words, if your current conversion is suffering right when users get to a form, this is the A/B testing tool for you.

#9 AB Tasty


Key Specifications:

  • A/B testing
  • Split and multivariate testing
  • Conversion funnel testing
  • AI-powered personalization tools
  • Tons of dynamic widgets available
  • Price: $1000 set up + $200/mo

Pros:

  • Lots of additional features included
  • Has good editor
  • Includes interesting widgets

Cons:

  • High price for beginners

AbTasty Logo

AB Tasty is an A/B/n testing tool that’s relatively simple to use and master, making it perfect for those business owners that want easy to understand products.

Alongside in-depth A/B testing, it provides additional features like heat maps, personalization, analytics, and reports, funnel testing, multivariate testing, and some dynamic widgets.

The funnel feature is particularly nice since it lets you experiment with different changes across multiple pages on the same website. The drag-and-drop editor is extremely easy to work with and should be familiar to anyone who’s used a website builder to put together their business’ digital home in the first place.

AB Tasty is a bit pricey, however, and many of the best features are only available if you go beyond the initial asking price. Request a quote if you’re interested, but we think it’ll be best suited for midsized businesses more than smaller ones.

#10 Qubit


Key Specifications:

  • A/B testing
  • Segmentation tools
  • Personalization capabilities
  • Traffic source analytics
  • Feedback analytics
  • Price: $1000+

Pros:

  • Demo available to try it
  • In-depth analytics tools are superb
  • Lots of personalization focuses

Cons:

  • High price for small businesses

Qubit Logo

Qubit is the perfect testing tool if you want to focus on personalization. Because of this, it comes with tons of segmentation tools and capabilities.

While it comes with an analytics suite to help you make the most of your tests, the granular segmentation focus is most important and means you’ll be able to personalize your site to different users much more effectively than before.

Test overviews, breakdowns of different feedback for your site or products by topic filters, and traffic source overviews are all included as staple information feeds you can use to maximize your conversions across the board.

Prices can be quite high, especially since midsized or larger companies have been Qubit customers in the past or our customers currently. However, you can book a demo if you want to try out the tool’s features for yourself before putting money down.

Ultimately, it’s an ideal tool for integration and with other tools, professional marketing teams, and is perfect if you’re comfortable with decision-making influenced by machine learning.

#11 Adobe Target


Key Specifications:

  • A/B testing
  • Multivariate testing
  • AI automation
  • Personalization Tools
  • Visual Editor
  • Price: N/A

Pros:

  • Uses automated intelligence for efficiency
  • Accurate customer insights
  • Experiment creation is easy

Cons:

  • Asking price is high for most

Adobe Target LogoThis tool is perfect for midsized businesses, as it’s primarily developed for larger enterprises, and comes with A/B testing tools by default. Automated personalization tools and optimization tools to help mobile customers experience your site and business the best way possible are included as well – in fact, Target can provide recommendations based on customer data and behavior more accurately than perhaps any other tool on the market.

You’ll be able to create different experiments through a three-step process. Create a variant, supply a target audience segment, then customize your goals and go. It makes heavy use of self-learning algorithms to ensure that it only provides better performance as time goes on.

If you have a relatively flexible and everchanging user base or operate in an industry where niche domination is less important than overall performance, Adobe Target might be a perfect pick.

A/B Testing Tools: Buying Guide


As you’ve just seen, A/B testing tools are not all alike. Here are the things you should keep in mind as you select the right tool for your needs.

Pricing & Plans

Keep price in mind based on your business’ size and projected expansion. Pricier tools often come with more features and are better for midsized businesses with plenty of expansion to anticipate. Smaller businesses may want a more budget-friendly A/B testing tool, and something with a monthly subscription plan rather than a yearly deal.

AB Testing Tools Guide

Sometimes, you can find A/B testing tools with great beginner prices and scalable plans that allow you to pay more money and get more features as you acquire more traffic and need those features.

Integration with Other Software/Platforms

Many of the best third-party tools, like Google Analytics, can be easily combined with top A/B testing suites. However, make sure that the tool you choose can integrate with your favorite third-party software and other platforms easily or you’ll have a nightmare trying to make all your things work together.

Planning Features

Some A/B testing tools come with planning suites. These may allow you to plan or sequence multiple tests for long-term analytics campaigns (perhaps over a week or month). Or they may let you create marketing campaigns over time and when targeting different users.

Such tools often come with the stuff you need to analyze the impact of those changes so you can better tailor your website and its pages for your key audience.

Live Changes & Tests

Some A/B testing tools allow you to make life changes to your website instantaneously if one version of a page performs better. In other cases, you may need to take your site down for a little while to finalize the change. This feature is great for everyone, but some smaller businesses may not need it as much.

Multivariate Testing

Multivariate testing is just a type of test that lets you change multiple elements on a single page. You can combine all of these changes in an almost infinite number of combinations, then analyze your conversion rates after the fact.

Good A/B testing tools that include multivariate testing will also have analytical software to help you parse useful data from the noise. In this way, you can see what effect each individual element of the page has on your total conversion. It’s a very useful way to identify the winners and losers of a page format or type.

AB Effective testing tools

This feature is mostly useful if you have lots of traffic for a complex website that you want to optimize. Smaller sites with less traffic don’t need this as feature as dramatically.

A/B Testing Software: Frequently Asked Questions


What Is A/B Testing Used For?

A/B testing is used to divide your current web traffic across different versions of a single webpage (or multiple webpages, in some cases).

By doing this, you’ll see which version of the page results in better user engagement or conversion. You can then permanently change a website page to the “better” version, allowing for better conversion across the board and essentially optimizing your website.

What Is A/B Testing in Statistics?

A/B testing for websites is derived from the tests in statistics. It’s the same basic principle – “A” and “B” refer to two versions of the same variable. It just measures how different versions of the same variable perform under the same conditions otherwise.

What Is A/B Testing in Digital Marketing?

A/B testing is used in digital marketing to help digital marketers determine which minor features of the page, ranging from small things like the color of a button to the outline of a page to the position of an input field, result in better consumer conversion and user engagement.

A/B testing tools used in Marketing

It’s all about optimizing a website to maximize how many people click on an ad, buy a product, or sign up for a service. There are certain website design tips that could help you with that, but you never know for sure unless you test it afterwards.

Are A/B Tests Worth It?

Yes! Finding small ways to improve your website might seem to be a waste of time. But in truth, even small things can affect whether someone sticks with your website or clicks away, especially in this day and age when everyone’s attention spans are so short.

Companies with significant digital presences must often fight tooth and nail for every conversion. A/B tests can help you make the most of your website’s capabilities.

If you need more proof, consider that big businesses use A/B testing all the time. They wouldn’t do so if there was no reason to.

How Is A/B Testing Done?

An A/B testing tool creates an alternate version of the current page and loads it onto your website. Live visitors are randomly shuffled to one or the other version of the page and their responses, like how long they spend on the page or where they click, are recorded as data for your use.

Are There Free A/B Testing Tools?

Yes, but these are not usually worth your time. They don’t come with very good features, suites, integration capabilities, or core functions like multivariate testing.

However, many of the best paid A/B testing tools come with free trials – you can and should take advantage of these to try out a piece of software before putting money down.

Final Words


All in all, each of these A/B testing tools come with worthwhile features and functions that will help your business thrive in today’s competitive digital environment.

We’d strongly recommend thinking about your budget and the features you need before deciding on a platform – otherwise, give a few of them a try with their free trials and see how well they boost your business!

Other than that, we recommend you to check our SEO tools guide to help you increase better quality traffic to your website.

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