A/B testing has become such a buzzword that marketers, developers, and designers use A/B testing tools regularly.

Today, dozens of A/B testing tools are available in the market. Some are good for enterprise companies. Some are suitable for small companies. 

The problem is most A/B testing software look the same in terms of features and price. So, with everything not in black and white, it can be confusing to know which tool is ideal for your website.

Fortunately, after reading this article, you will know what to consider when choosing an A/B testing tool. Without further ado, let’s get straight into it…

Critical Questions to Ask Before Choosing an A/B Testing Tool

When choosing a tool you will use on your website, and price shouldn’t be the main determining factor. Here is the thing, the best tools are not always the most expensive ones, and the worst tools are not always the cheapest. Although you shouldn’t ignore the price, these are some other important questions to answer: 

  1. Why do I need an A/B testing tool? 

It’s easy to pick up an A/B testing tool and use it on your website, especially if you observe that it’s working for businesses in the same industry. 

However, one thing to note is that your and your competitors’ business requirements differ.

Therefore, an A/B testing tool that works for them might not work for you. 

For example, if your goal is to reduce bounce rate, perform split tests, or implement A/B tests on both web and mobile platforms, you want to seek out the tools that offer these features.

Understanding why you need an A/B testing tool will help you decide what’s best for you.

According to Khalid Saleh, the CEO of Invesp

“There are many things you want to look at when choosing an A/B testing tool; I would start with your own requirements.”

  1. What is My Budget?

What’s your budget for an A/B testing tool?

Are there A/B testing tools within your budget range that can address your testing needs?

Is hiring a CRO agency with its in-house A/B testing tool a cost-effective solution?

The prices of A/B testing tools range between $119-$1995 per month, depending on how many users you test. The important thing here is to find a tool that caters to your need and is within your budget.

There are tons of A/B testing tools that offer free trials; good examples are FigPii and Google Optimize.

Features of the Best A/B Testing Tools

Now that you know the questions to answer when deciding what A/B testing tool to get, let’s explore the features to look out for in an A/B testing tool

  1. Customer Support

Access to customer support in the form of documentation, email inquiries, and live chat features is a must-have feature of an A/B testing tool. 

Say you run into a problem while using the A/B testing tool; the service provider should have different means through which you can access their customer support and have your issues resolved.

FigPii offers a knowledge base where users can search for articles relating to issues relating to the use of the service. If that doesn’t resolve their issues, there’s also a chat feature that you can use to reach out to their customer support team.

  1. Impact on site performance

It’s no news that a fast-loading site increases the conversion rate of your online store, and a 1-second delay can cause your conversion rate to drop by a significant percentage.

Therefore, ensure that the A/B testing tool you’re going with has little or no impact on your site’s performance.

  1. Multivariate Testing

A/B testing involves testing different variations of your site to see which increases your conversion rates.

Multivariate tests operate on the same principle as A/B tests. The significant difference is that multivariate tests involve testing the different combinations of elements on the website to see which combination yields the best results.

Multivariate testing is also an excellent feature to look out for when choosing an A/B testing tool.

  1. Advanced Targeting

We’ve talked about testing different variations of your site with different audiences based on predetermined criteria. A/B testing tools with advanced targeting features help you narrow down and target specific audiences using their behavior on your website.

Depending on how the A/B testing tool is set up, common targeting criteria can include behavioral data such as page visits, clicks, time spent on pages, scrolls, days since the last visit, etc.

As an ecommerce, A/B testing tools with advanced targeting options make testing more effective.

  1. Split Url Testing

This is also known as split testing, and although it is used interchangeably with A/B testing, they are slightly different. 

While A/B testing involves creating different test variations of your website and testing with different audiences, split URL test involves testing the different variations of your site on different URLs.

As in A/B testing, your site traffic is split between the different URLs to see which improves conversions. 

If you are implementing major changes on your website during A/B testing, we recommend using an A/B testing tool that supports split URL tests.

  1. Personalization of test goals

From the definition of A/B testing, we talked about segregating your audience into different groups and testing different versions of your marketing element with each segment.

A/B testing tools that allow you to personalize your test goals to suit your business needs and satisfy your customers simultaneously are highly recommended by experts. 

With personalization, you can adjust what each group of users experiences and also set different test goals to achieve maximum results.

  1. Revenue Impact Reports

In marketing, numbers matter a lot. You want to know how many, how much, and how often. Revenue Impact reports show the effect of the tests on your sales to know whether tests are positively or negatively impacting your sales. 

Revenue impact considers the effect of individual tests carried out and the overall effect of all the tests on your business’s revenue.

This is an excellent feature for an A/B testing tool, especially if you have to report to stakeholders.

  1. Feature Flagging

This is a software development process that enables your team to make changes to an application or website without deploying code.

If you want to launch a new feature and are unsure how users will receive it, using an A/B testing tool that supports feature flagging can help you scale that hurdle. 

With feature flagging, you can enable or disable new features or functionalities without disrupting the user experience. You also get to choose which groups of your audience see what features.

The good thing about feature flagging is that you can roll back the features that are not performing well or release the ones that are performing better to all your users. 

  1. Integration

A/B testing tools that support the integration of third-party tools and platforms like Google Analytics and Kissmetrics. 

These integrations, coupled with A/B testing tools, give you access to behavioral insights which can help you understand how the groups of your users respond to the variation of your tests.

  1. Mobile App testing

If statistics show that most of your users access your website from their mobile devices, then an A/B testing tool that offers mobile testing will be the best option. Most A/B testing tools can only run tests on desktop browsers, and that is why mobile testing is an excellent feature for an A/B testing tool.

  1. Server-Side Testing vs. Client-Side Testing

Client-side testing involves using some JavaScript code to create variations of your website by making changes to the content sent from your server to the visitors’ browsers. 

Client-side testing majorly focuses on the look and feel of your website.

Server-side testing is a form of A/B testing where the different variations of your website (elements) are rendered directly on the web server. Server-side testing is more robust and gives you much control over your tests. 

Server-side testing allows you to implement tests beyond the look and feel of your website, and you can also run advanced tests on some other parts of your website that are not visible to your users.

  1. Visual Editor

A/B testing tools that require little to no coding knowledge come with visual editors that enable you to make changes to your website by dragging a few elements around and making changes to the content on the site. However, A/B testing tools without code editors cannot be used to create advanced modifications to your tests.

  1. Post-test Analysis

What’s the point of A/B testing if the A/B testing tools do not provide a detailed analysis of the results?

At the end of the test, you want to know how the control version performed compared to the variation(s) and which version should be declared the winner. 

When conducting a post-test analysis of your A/B test, here are some factors to consider to avoid misinterpretation of results

  • Test Duration
  • Number of conversions
  • Audience/Traffic allocated to each variation

Best A/B Testing Tools For E-commerce

  1. FigPii

Figpii is one of the most renowned A/B testing tools out there because it offers many other valuable features for conversion rate optimization.

Figpii uses machine learning to understand how visitors interact with your website and how best to set up and launch A/B tests to increase conversion. 

Figpii also offers a 14-day free trial that gives you access to all the features available on the platform.

Heatmaps, Session recordings, site polls, and advanced targeting are available on Figpii. It also supports integration with other tools like Shopify, Unbounce, Magento, and WordPress. However, it does not support running A/B tests on mobile apps. 

  1. Google Optimize

Google Optimize is another excellent web optimization and A/B testing tool created by Google. It helps you create and launch A/B tests on your website, analyze the results of the tests, and declare the winning variation. 

If you are just starting A/B testing, Google Optimize is a go-to option because it is free of charge and relatively easy to set up. 

Additionally, integration with other Google products like Google Analytics and Tag Manager is seamless.

  1. Adobe Target

Adobe Target is an A/B testing and personalization tool in the Adobe Experience Cloud Solution that makes it easy for site owners to identify the best way to present their website to users through analysis of A/B tests.

What makes Adobe Target remarkable is that it uses AI to provide in-depth personalization during tests, thereby improving customer experience.

The catch here is that most of the advanced features on Adobe Target require a subscription to other analytics tools created by Adobe. Unless your testing and analytics tools are from Adobe, Adobe Target might not be your best choice.

  1. A/B Tasty

A/B tasty is another household name synonymous with testing, experimentation, and personalization solutions for businesses. A/B tasty provides everything you need to start with A/B tests, multivariate tests, and split testing.

It also lets you optimize the customer experience across different channels(on the web and mobile) using a WYSIWYG editor to create site variations in no time. If you have no coding experience, A/B tasty is for you.


A/B testing is important for increasing your website’s conversion rate; however, the A/B testing tool you choose will also play a significant role. As we mentioned before, there are some important factors to consider when choosing a testing tool. 

These factors help make your decision-making easier and help you find the best A/B testing tool that’ll meet your needs.