Top 10 AB Testing Tools Used By CRO Experts in 2023

Looking for a comprehensive A/B Testing tool?

AB Testing, also known as split testing, is our specialty here at FigPii, so we know a thing or two about the best tools on the market.

We’ve compiled a list of our favorite top 10 AB testing tools, which are used by trusted CRO experts worldwide.

Apart from the effect on page load speed, we also considered other factors, such as price, usability, and customizability. Still, we are not interested in whether it slows down a site.

Before we dive into the list, here’s a brief explanation of what an AB testing tool is:

What is an A/B testing tool?

An A/B testing tool is a platform that allows you to compare two or more variations of a webpage, email, or other digital element to determine which version performs better based on specific goals, such as conversions or user engagement.

These tools enable businesses to run experiments by presenting different designs or content to segments of their audience and then measuring which variation drives the desired action more effectively.

In A/B testing, the original version is referred to as the “control,” while the new versions are called “variations” or “challengers.”

A good A/B testing tool provides you with the insights needed to optimize your site or campaigns based on real data, enabling you to make informed decisions about which elements yield better results.

According to our State of AB testing report, 71% of online companies run two or more A/B tests every month.

For most CRO Agencies, A/B testing is considered a decision-making or idea validation tool used to compare an idea against reality. Simply put, split testing gives empirical validation to your design decisions.

How do A/B Testing tools work?

A/B testing tools help you compare different versions of a webpage or element to see which one performs better.

The tool splits your website traffic, showing half of the visitors one version (the control) and the other (the variation).

This is typically done using JavaScript, which dynamically loads the different versions for users.

To run an A/B test, you select the page or element you want to test, create a variation, and set specific goals (like clicks, form submissions, or purchases) to measure the performance of each version.

The tool tracks visitors’ interactions with each version and collects data on which one drives more conversions or engagement.

Once enough data is collected, the tool analyzes the A/B test results to show you which version performed better, helping you make informed decisions about what changes to implement.

A/B testing tools focus on optimizing specific actions, such as increasing conversions, while other testing methods, like user testing, focus more on improving usability and user experience.

Both are valuable but serve different purposes.

Top 10 AB Testing Tools in 2025

FigPii

FigPii offers a full suite of CRO tools, including A/B testing, built by a top CRO Agency – Invesp.

This is a tool designed for companies that are frustrated by investing significant amounts of money in enterprise testing platforms, which are not being utilized to their full potential and are diverting budget from investing in people and skills, as well as developing intelligent processes for strategic optimization.

FigPii might just be the only A/B testing engine that provides you with testing ideas to focus on.

FigPii’s Key Features

• A/B testing
• Split testing
• Get visitor heat maps, including scroll maps and click data,
• See the video recording of the visitors and analyze user behavior.
• Collect feedback through polls.

Advantages of Using FigPii

• Founders with huge experience in CRO, even at the enterprise level
• Easy to use.
• Affordable.
• Can track different types of conversion goals.
• Doesn’t affect the page load time.
• Excellent live chat support.
• Advanced targeting based on device, browser & visitor type.
• Extremely easy to install, use, and navigate
• Advanced anti-flicker technology
• All-in-one conversion rate optimization tool
• Excellent customer support

List of integrations supported by FigPii

FigPii allows you to connect with your favorite tools and platforms, such as Unbounce, Google Tag Manager, Wix, Shopify, WordPress, Joomla, Drupal, BigCommerce, WooCommerce, Instapage, ClickFunnels, PrestaShop, Google Analytics, LeadPages, Magento, Squarespace, Adobe Dynamic Tag Manager, and many more.

FigPii Pricing

You don’t have to pay an outrageous amount to use FigPii. All four pricing plans for this tool are free; this means you can try out the tool without the risk of making a full commitment.

The cheapest plan starts at $149.99 per month. It allows you to collect data from 30,000 visitors per month and provides access to a comprehensive suite of CRO tools, including session replays, polls, and heatmaps.

Optimizely

Optimizely is probably the most famous A/B testing platform in marketing.

This tool can help you create a variety of experiments for your web pages using the dynamic or basic features that come with the service. Because of its easy-to-interpret editor, it’s easy to get started on Optimizely.

Optimizely’s Key Features

• A/B testing
• Multi-page testing
• Visual Editor
• Advanced targeting and segmentation
• Full stack for optimizing mobile apps and digital products

Advantages of Using Optimizely

• Optimizely serves a variety of audiences.
• It’s easy to use – you don’t have to be a pro.
• Great integration with 3rd party tools.
• It has many personalization options.
• Retroactive filtering (i.e., IP addresses).
• Intuitive data display and goal comparison.

List of integrations supported by Optimizely

Optimizely can be integrated with various platforms, including Hotjar, Google Analytics, ClickTale, Adobe Analytics, Google Ads, Demandbase, Lotame, BlueKai, Slack, Mixpanel, Asana, and Adobe Audience Manager.

Optimizely Pricing

Optimizely’s pricing is customized based on factors such as website traffic, feature requirements, and business objectives.

While specific pricing details are not publicly disclosed, estimates suggest that the minimum annual cost for a basic plan starts around $36,000 and potentially exceeds $200,000 for enterprise-level plans.

VWO

VWO, or Visual Website Optimizer, is also a well-known brand in A/B testing.

VWO is a testing and optimization platform that helps businesses improve user experience across websites and mobile apps.

It supports A/B testing, multivariate testing, and split URL testing—giving teams the tools to experiment with changes and measure what works.

Beyond testing, VWO also offers features such as heatmaps, session recordings, and on-site surveys to help you better understand how people use your site and identify areas where improvements are needed.

VWO’s Key Features

• A/B testing
• Multivariate testing
• Split URL testing 
• Visual editor
• Testing and pop-up widgets
• Behavioural segmentation
• Asynchronous code that reduces loading times when testing

Advantages of Using VWO

• Easy custom experiments
• Simple & functional visual editor
• Better onboarding and guided test creation
• Terrific customer support
• Faster updates
• Easy to download data

List of integrations supported by VWO

VWO can be integrated with various tools and platforms, including Shopify, Google Analytics, Google Tag Manager, Kissmetrics, Mixpanel, Heap, Demandbase, Clearbit, Comscore, Tealium, Magento, BigCommerce, WordPress, Drupal, and Joomla.

VWO Pricing

VWO Pricing is based on both features and traffic. The cheapest options for the three main packages include only 10,000 monthly visitors. However, VWO offers a flexible pricing plan that allows you to pay based on the average number of unique monthly visitors to your website, regardless of the number of domains you run tests on within that visitor quota.

AB Tasty

AB Tasty is also a popular platform in the testing market because it offers a wide range of user insights and personalization features.

Designed with enterprise marketers in mind, AB Tasty provides a range of testing capabilities, including multivariate testing, split testing, and funnel testing.

Using AB Tasty, marketers can easily formulate variants and tests and receive real-time reports with confidence levels on their goals.

AB Tasty’s Key Features

• A/B testing
• A/B/n testing
• Funnel testing
• Multivariate testing
• Split testing
• Advanced testing
• AI-powered personalization
• Dynamic widgets
• Extensive analytics and reports

Advantages of Using AB Tasty

• Easy to launch personalized campaigns
• Offers customizable templates for easy and quick campaign launch.
• The number of experiments is unlimited.
• The widgets feature is great because it allows you to quickly validate best practices.
• Experiments can overlap or not.
• Real-time changes – Ability to change and set an experience live in minutes, without needing a developer.

List of integrations supported by AB Tasty

AB Tasty integrates seamlessly with various third-party tools and platforms, including Google Analytics, Adobe Analytics, FullStory, Mixpanel, Amplitude, Weborama, Easyence, and SessionCam.

AB Tasty Pricing

AB Tasty pricing is not displayed on their pricing page, but it is available upon request. The cheapest AB Tasty plan is over $1,000 and $1,900 per month. The annual price can range from $22,800 to $68,400. Yes, AB Tasty is not for brands operating on a low budget.

Adobe Target

Adobe Target is an A/B testing tool by Adobe. If your website already uses Adobe Analytics, adding Adobe Target is virtually a no-brainer.

Long known for combining targeted testing and personalization, Adobe Target guides you through a three-step workflow: first, create the variant; then, target the variant based on visitor segmentation; and lastly, customize your goals and settings for the test.

Adobe Target’s Key Features

• A/B testing
• Multivariate Testing
• Visual Editor
• Advanced Targeting and Segmentation
• AI automation
• Omnichannel personalization

Advantages of Using Adobe Target

• It has an excellent integration with Adobe Analytics.
• Easy to use and understand interface.
• Robust targeting – Not just within the targeting/audience capabilities,
• Allows you to display specific content to targeted audiences or user types.
• Makes it very easy to modify your web pages dynamically for short-term campaigns and testing.

List of integrations supported by Adobe Target

Adobe Target seamlessly integrates with Adobe products, including Adobe Analytics, Adobe Campaign, and Adobe Audience Manager. But beyond Adobe products, this A/B testing tool can also be incorporated into tools and platforms like

Adobe Target Pricing

Adobe Target might be the most expensive A/B testing platform. Its pricing is based on the number of page views your website can get per year.

When you opt for this tool, we recommend contacting the sales team for more information about their plans and packages.

Convert

Convert is recommended for businesses that are either small or medium-sized, as well as for those conducting in-house optimization.

Besides being a good A/B testing tool, Convert is also known for its exceptional customer support over live chat. This tool, which is similarly high-powered, positions itself as an alternative to Optimizely.

Convert offers a smooth onboarding process for your CMS and e-commerce platform, as well as seamless integration with Google Analytics.

Personalization is a big feature of the Convert testing tool, which offers over 30 different elements for building customer profiles.

Convert’s Key Features

• A/B testing
• Split testing
• Multivariate testing
• Multipage experiments
• WYSIWYG editor
• Unlimited tests and variations
• Extensive integrations

Advantages of Using Convert

• Flexible and can be used for simpler tests
• Excellent support team
• Easy test setup with lots of preconfigured options
• Zero privacy worries
• No flickering
• Limitless testing
• Built-in audiences make it easy for us to capture mobile vs desktop users

List of integrations supported by Convertize

Convertize can be integrated with over 80 different tools. These include Shopify, Google Analytics, WordPress, Mixpanel, Hotjar, ActiveCampaign, 3dcart, Amplitude, BigCommerce, Demandbase, Crazy Egg, Fullstory, etc.

Convert Pricing

Omniconvert

Omniconvert is a good A/B testing tool for beginners. Using Omniconvert, you can run A/B tests on desktop, mobile, and tablet. They position themselves as an all-in-one optimization tool designed for eCommerce marketers.

In addition to A/B testing, you also get excellent personalization features, advanced segmentation, web surveys, and triggered overlays.

Omniconvert’s Key Features

• A/B testing
• Split URL Features
• MVT testing  
• Stacked tests
• Personalization
• Overlays and popups
• Unlimited CSS and JS editor
• CDN bypass
• Advanced segmentation
• Experiment debugger
• Geo-targeting
• Weather targeting

Advantages of Using Omniconvert

• Ease of use
• advanced segmentation
• Anti-flicker technology
• Excellent support team

List of integrations supported by Omniconvert

Omniconvert can be connected to various tools and platforms, including Joomla, Drupal, Magento, Zapier, Google Tag Manager, BigCommerce, Campaign Monitor, WordPress, and PrestaShop.

Omniconvert Pricing

We recommend reaching out to the sales team to get a plan that suits your A/B Testing needs.

Kameleoon

Kameleoon is an advanced A/B testing tool built with enterprise brands in mind.

This testing tool differs from others in that it focuses on personalization through AI, making it a suitable tool for eCommerce brands seeking to retain a large number of customers.

Kameleoon allows you to trigger personalized experiences based on each visitor’s conversion probability, which is calculated in real-time based on user actions.

Kameleoon’s Key Features

• A/B testing
• MVT testing
• AI personalization
• Visual editor
• Advanced targeting segmentation
• Client-side for web and mobile sites
• Full-stack for testing web, mobile apps, and digital products.

Advantages of Using Kameleoon

• Powerful AI engine
• Ease of use
• Focused on security
• Powerful targeting features
• Ease of use of their WYSIWYG editor
• Offers a library of widgets

List of integrations supported by Kameleoon

Kameleoon is an open platform that integrates with a wide range of technology stacks, including Salesforce, Adobe Analytics, Mixpanel, Crazy Egg, Segment, Contentsquare, Kissmetrics, Zendesk, Usabilla, iAdvize, Webtrends, and many more.

Kameleoon Pricing

Freshmarketer

Freshmarketer is CRO software that offers A/B testing and tracks the revenue generated by your experiments. This testing tool is an extension of Freshworks.

Although Freshmarketer may not be the most advanced testing tool available, it is probably one of the easiest to use and most affordable.

It’s recommended for newcomers or online businesses with modest needs.

The good thing about Freshmarketer is that it also comes with some basic personalization features and tools to capture customer feedback through polls and triggered messages.

Freshmarketer’s Key Features

• A/B testing
• Split testing
• Visual editor
• Personalization
• Dynamic heatmaps
• User feedback
• Email marketing
• Marketing automation

Advantages of Using Freshmarketer

• Integrated Website Analytics Options.
• More Targeted Customer Experiences.
• Real-Time Reports and Custom Polls.
• Track Visitor Activity on Your Site.

List of integrations supported by Freshmarketer

Besides being natively integrated with Freshworks apps, Freshmarketer can be seamlessly incorporated into other third-party tools and platforms, such as Drupal, Mixpanel, Kissmetrics, Zapier, Magento, Google Tag Manager, Google Analytics, and many more.

Freshmarketer Pricing

What to look for when choosing an A/B Testing Tool?

If you’re running A/B tests to improve your site, the tool you pick can either support your efforts or slow them down. You don’t need every feature under the sun, but you do need one that fits your setup, lets you move quickly, and provides data you can trust.

Here’s what to keep an eye on:

1. Customer Support That Actually Helps

Whether it’s a bug in a test or a question about setup, you’ll want to reach someone quickly. Go for tools that offer live chat or a solid help center. Bonus points if they also have onboarding resources or a support team that understands your use case.

2. Low Impact on Site Speed

Even a one-second delay can lead to lost sales. Before choosing a tool, check how it affects load time. Tools with lightweight scripts that don’t block content or slow down the experience should be at the top of your list.

3. The Option for Multivariate Testing

If you plan to test multiple changes simultaneously, such as a headline and an image on the same page, look for a tool that supports multivariate testing. It’s useful when you want to test how a mix of changes work together, not just one at a time.

4. Advanced Targeting Features

Great testing isn’t one-size-fits-all. Some users may be returning buyers, while others may be first-time visitors. Select a tool that enables you to display different versions based on user behavior, device type, location, or custom events.

5. Mobile and App Testing

If most of your traffic comes from mobile, don’t settle for a tool that only works well on desktop. Look for testing tools that support mobile views, responsive design, and native app testing, if needed.

6. Server-Side and Client-Side Flexibility

Client-side testing is ideal for making quick changes, such as text or colors. However, for logic-heavy changes, such as pricing rules or content personalization, you’ll want server-side testing. Some tools offer both—this gives you room to grow.

7. A No-Code Visual Editor

If your team isn’t technical, make sure the tool has a drag-and-drop visual editor. It should allow you to set up simple tests, such as button text or image swaps, without writing any code. This helps you launch faster and test more often.

8. Split URL Testing for Larger Experiments

Some tests require major layout or design changes that can’t be done within a single page. Split URL testing helps here. It lets you send users to entirely different versions of a page hosted on separate URLs—perfect for full redesigns or campaign pages.

9. Custom Test Goals

Every test should have a clear purpose. A good tool lets you define what success means—whether it’s clicks, signups, purchases, or scroll depth. Avoid tools that only let you track basic clicks or page views.

10. Clear Reporting on Revenue Impact

It’s not just about getting more clicks. The tool should show whether your test improved revenue or key business metrics. This helps you make decisions that are backed by both user behavior and business value.

11. Feature Flagging

Rolling out a new feature? Feature flags enable you to show or hide them without modifying your codebase. You can launch updates to a small group, monitor the results, and roll back if needed, without breaking anything.

12. Built-In Integrations

Testing is more effective when it’s integrated with your other tools. Ensure your A/B testing tool integrates with Google Analytics, your CRM, or the other tools in your stack. It saves time and provides a clearer view of how tests impact your business.

Conclusion

Choosing the right A/B testing tool depends on several key factors, including your specific needs, budget, and integration capabilities.

Each tool offers its unique features, so it’s essential to evaluate which one aligns best with your goals. Ultimately, the choice is yours—make sure it fits your workflow and helps you optimize your conversion efforts effectively.

Frequently Asked Questions on A/B Testing Tools