Looking for a comprehensive A/B Testing tool?

AB testing or split testing is a bit of our specialty here at FigPii, so we like to think that we know a thing or two about the best tools in the market. 

The best testing tools are the ones that don’t affect your page loading speed. 

We’ve compiled a list of our favorite top 10 AB testing tools that are used by trusted CRO experts around the world. 

To get onto this list, a tool doesn’t have to affect the page loading speed. We’re looking at other factors as well – like price, usability, customizability, etc – but if it slows down a site, we’re not interested.

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


Table of Contents


What Is An AB Testing Tool 

A/B testing is a platform that helps you test two or more design versions of a web page or email so as to determine which version performs better in terms of conversions. The ultimate goal of an A/B test is to build on the learnings from previous experiments and use those insights to improve the pages being tested.

In the context of A/B testing, optimizers refer to the original design of a page as the control, whereas new designs of the page are usually referred to as the “variations”, “challengers” or “recipes.”

The whole process of A/B testing is commonly known as a “test” or an “ experiment.”

The meaning of “conversion” varies from one site to another or from one web page to the other. A visitor placing an order can be regarded as a conversion in an e-commerce site. A visitor subscribing to the service can be interpreted as a conversion in a SaaS website. A visitor signing up for a newsletter or filling out a contact form can be considered as conversion on a lead generation website. 

The percentage of people that complete your desired action is your conversion rate.

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 as 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. 

The potential benefits of using A/B testing tool are:

  • Improved content.
  • Higher page engagement.
  • Reduced risks. 
  • Enforces data-backed decision making.
  • Higher conversion rates.
  • Ease of analysis. 
  • Reduced bounce rates on pages.

Using an A/B testing tool to experiment and find an ideal combination for your customers not only provides them with positive experiences, but it also breeds trust and confidence in your brand and company. 

How do A/B testing tools work?

A/B testing is a way to see how two different versions of a web page perform. The tool uses code to show one version to half of the visitors and the other version to the other half. Most A/B testing is done through Javascript on the visitor’s side of the website.

To run an A/B test, you add code to your website, choose which page you want to test, create a variation of the page, and set goals to measure success. The testing tool then starts showing the variation to some visitors and tracks which version they see and what actions they take. After collecting enough data, you can see which version performed better and use that information to make improvements for future tests.

A/B testing focuses on getting visitors to take specific actions, while user testing checks how easily a user can accomplish their goals on the website. Both can help with improving conversion rates, but they serve different purposes and it’s important to use the right strategy for each.

Top 10 AB Testing Tools in 2023 

FigPii (USA)

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

This is a tool built for companies that are frustrated at investing significant amounts of money in enterprise testing platforms, which aren’t being used anywhere near their potential and are taking away from the budget for investing in people, skills and developing an intelligent process for strategic optimisation. FigPii might just be the only A/B testing engine that gives you testing ideas you should 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 favourite tools and platforms like 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 of the four pricing plans for this tool are free for the first 14 days – this means you get to try out the tool without the risk of making a full commitment. The cheapest plan starts at $14.99/month and it allows you to collect data of 10,000 visitors/month while also giving you access to a full suite of CRO tools such as session replays, polls and heatmaps. 

Unbelievable offer.  

Optimizely (USA)

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 different platforms such Hotjar, Google Analytics, Clicktale, Adobe Analytics, Google Adwords, Demandbase, Lotame, BlueKai, Slack, Mixpanel, Asana and Adobe Audience Manager. 

Optimizely Pricing

If you have a low budget, look away – Optimizely is one of the most expensive A/B testing tool in the market. Pricing for Optimizely is available on request. But the cheapest plan is well over $1000/month. According to Convert, “Optimizely X Web Business plans come to approximately USD 63,700 for 10 million impressions, available up front. Whereas, the Optimizely X Web Enterprise variant can cost up to USD 113,100 for 10 million impressions.”

VWO (India)

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

As the name suggests, VWO is a testing tool with a focus on graphics and design. But this doesn’t necessarily mean that you can track your key metrics, gather visitor behaviour insights and launch more complicated tests. This A/B testing software even allows you to run tests on multiple domains from a single account. 

VWO’s Key Features 

  • A/B testing 
  • Multivariate testing 
  • Split URL testing 
  • Visual editor 
  • Testing and popup 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 different tools and platforms such as 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 each of the three main packages include only 10,000 monthly visitors. However, VWO has a flexible pricing plan that allows you to pay by the average number of unique monthly visitors on your website, no matter how many domains you run tests on within that visitor quota.

AB Tasty (France) 

Because of its ability to offer a wide range of user insight and personalization features, AB Tasty is also a popular platform in the testing market. 

Designed with enterprise marketers in mind, AB Tasty has different testing capabilities, such as multivariate testing, split testing, and funnel testing. Using AB Tasty, it’s easy for marketers to formulate variants and tests and receive real-time reports with confidence levels on your goals. 

AB Tasty’s Key Features 

  • A/B testing
  • A/B/n testing 
  • Funnel testing 
  • Multivariate testing 
  • Split testing 
  • Advanced testing 
  • AI-powered personalisation 
  • 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. 
  • Number of experiments is unlimited 
  • Widgets feature is great because you can quickly validate best practices.
  • Experiments can overlap or not 
  • Real-time changes – Ability to change and set an experience live in minutes. Without the need of a developer.

List of integrations supported by AB Tasty

AB Tasty connects well with various 3rd party tools and platforms such as Google Analytics, Adobe Analytics, FullStory, Mixpanel, Amplitude, Weborama, Easyence, SessionCam, et cetera. 

AB Tasty Pricing 

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

Adobe Target (USA)

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 walks you through a three-step workflow where you 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 certain content to certain audiences or types of users.
  • Makes it very easy to modify your web pages dynamically for short-term campaigns and testing.

List of integrations supported by Adobe Targeting 

Adobe Targeting has a seamless integration with Adobe products like Adobe Analytics, Adobe Campaign, Adobe Audience Manager, etc. But beyond Adobe products, this A/B testing tool can also be incorporated into tools and platforms like 

Adobe Target Pricing 

Adobe Target might just be the most expensive A/B testing platform on the market. The pricing of Adobe Target is based on how many page views per year your website could get. When you opt for this tool, we recommend that you have more as sometimes the penalties for overstepping might outweigh the additional cost for that particular range of page views.

Google Optimize (USA)

Google Optimize is one of the most popular A/B testing tools mainly because it’s free. This platform is owned by Google. 

The flip side of a free tool like Google Optimize is that it doesn’t store large amounts of data – this means there is no way you can upload new images to be used in your A/B tests within the platform. Despite being a free testing tool, Google Optimize is difficult to use due to factors like ergonomics and other limitations. 

Google Optimize’s Key Features 

  • A/B testing 
  • A/B/n testing 
  • Multivariate testing 
  • Redirect tests 
  • Server-side experiments 
  • Personalization 

Advantages of Using Google Optimize

  • Native integration with Google Analytics. 
  • Offers a completely free plan
  • Raw HTML, JavaScript, and Visual code editor
  • Easy implementation by adding a piece of code
  • You can test more than one variant at once.
  • You can test pages for specific subsets of visitors.

List of integrations supported by Google Optimize 

Google Optimize can easily connect with different Google products such as BigQuery, Firebase, Google Ads, Accelerated Mobile Pages (AMP), and Google Analytics. 

Google Optimize Pricing 

Sooo, the Google Optimize AB testing tool is free. Absolutely free. No hidden fees, no in-app purchases, all their functionality is up for grabs for anyone who has a Google account or is willing to create one. But it also has a paid version, known as Google Optimize 360, that can test up to 10 variations of a page.

Convert (USA)

Convert is recommended for businesses that are either small or medium-sized and for businesses doing 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 positions itself as an alternative to Optimizely, and is similarly high-powered. Convert has a smooth onboarding process of your CMS and ecommerce platform and seamless integration with Google Analytics. With over 30 different elements that can be used to build customer profiles, personalization is a big feature on the Convert testing tool. 

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, Active Campaign, 3d Cart, Amplitude, BigCommerce, Demandbase, Crazy Egg, Drupal, Fullstory, etc. 

Convertize Pricing 

Convertize charges based on both traffic and features. The tool has three pricing plans – kickstart, specialist and leader. All the three plans include DMP profiling, flexible payments, 80+ Integrations, unlimited subdomains, scroll goals, unlimited collaborators, advanced targeting, advanced segments, multi-page experience, 2 factor log-in, and email, chat and phone support. 

Omniconvert (Romania)

Omniconvert is an A/B testing tool which is good 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 that is designed for eCommerce marketers. Aside from A/B testing, you also get some excellent personalisation 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 different tools and platforms such Joomla, Drupal, Drupal, Magento, Zapier, Google Tag Manager, BigCommerce, Campaign Monitor, WordPress, PrestaShop, etc. 

Omniconvert Pricing 

OmniConvert’s website optimization package has a completely transparent pricing scheme and comes with a generous 30-day trial. Pricing starts at $167/mo for up to 50,000 tested visitors per month and max out at $4,658/mo for up to five million tested users. Omnconvert’s pricing model couldn’t be more straightforward and features aren’t limited on any of the plans – you simply pay based on the number of visitors you test per month.

Kameleoon (France)

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

This testing tool is different from other tools in that it focuses on personalization through AI – this makes it a good tool for eCommerce brands looking to return tons of customers. Kameleoon allows you to trigger personalised 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 is used along a wider technology stack such as Salesforce, Adobe Analytics, Mixpanel, Crazy Egg, Segment, Contentsquare, Kissmetrics, Zendesk, Usabilla, iAdvize, Webtrends, and many more. 

Kameleoon Pricing 

Kameleoon doesn’t display any pricing on its website but they are competitive for this level. Starting prices are somewhere in the mid-region but you’re looking at lower-enterprise fees by the time you unlock the platform’s best features.

Freshmarketer (India)

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

Freshmarketer might not be the most advanced testing tool available, it’s probably one of the easiest to use and the most affordable one. It’s recommended for newcomers or online businesses with modest needs. The good thing about Freshmarketer, it also comes with some basic personalisation 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 having a native integration with Freshworks apps, Freshmarketer can be seamlessly incorporated into other 3rd party tools and platforms such as Drupal, Mixpanel, Kissmetrics, Zapier, Magento, Google Tag Manager, Google Analytics, and many more. 

Freshmarketer Pricing 

Pricing for Freshmarketer starts from $29/month (free version available but it doesn’t include A/B testing). 

FigPii Free Trial Low  Client-side Medium Available Editor WYSIWYG SaaS, eCommerce and lead gen USA
Optimizely X High Client-side High Available Editor WYSIWYG Enterprise USA
VWO Free Trial Medium  Client-side High Available Editor WYSIWYG Small & medium-sized businesses India
Convert Free Trial Medium  Client-side High Available Editor WYSIWYG CRO experts and agencies USA
Google Optimize 360 Free up to 3 running experiments High Client-side High Available Editor WYSIWYG Enterprise brands USA
Omniconvert Free Trial Low Client-side Medium  Available Editor WYSIWYG Startups & medium-sized businesses Romania
Freshmarketer Free Trial Low Client-side Medium  Available     X Startups & medium-sized businesses India & USA
Kameleoon X High Client-side High Available Editor WYSIWYG Enterprise brands France
Adobe Target X High Client-side High Available Editor WYSIWY Enterprise  USA
AB Tasty Free Trial  High Client-side High Available Editor WYSIWYG Enterprise France