19 Best A/B Testing Tools for 2022 (2023)

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To get better business performance from your website, you need to test your way to success becausebest practices and thelatest designtrends aren’t always going to work for your users.

This means A/B testing and you’re going to need a few things to make this happen: the right KPIs, access to the necessary data and a good set of CRO tools it takes to run successful tests. In this article, we’re going to help you with the last item on that list by running through the best A/B testing tools on the market right now.

Here’s a summary list of the top A/B testing tools:

#1: Google Optimize

The free option for almost all of your A/B testing needs

Pricing: Free versions available, paid versions will make your eyes water

Key features:

  • A/B testing
  • A/B/n testing for multiple versions of a page
  • Multivariate testing for multiple elements on the same page
  • Redirect tests
  • Server-side experiments
  • Personalisation

Google Analytics and Google Optimize offer one of the best data collecting and A/B testing solutions around and you can get just about everything you need for free. Enterprise brands with large teams will probably want to sign up for theGoogle Analytics 360suite – which includes Optimize 360 – but it’s amazing how much you can get done with the free versions of these tools.

In terms of features, there isn’t much you can’t do with Google’s offerings. In fact, they’re capable of far more than the other tools in this list, if you have the engineers on board who know how to set up advanced tracking.

This is the key downside to the Google option: You really need to know the platform and how to get the best out of it and this might be more technical than you’re interested in.

If you’re after a more straightforward A/B testing solution, keep reading.

#2: Optimizely

Enterprise A/B and CRO tools at competitive prices

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Pricing: POA

Key features:

  • A/B testing
  • Multi-page testing
  • Visual editor for building variations without any code
  • Advanced targeting & segmentation
  • Full Stack for optimising mobile apps and digital products

Optimizely is one of the industry’s leading CRO platforms with a comprehensive suite of CRO tools that should cover you, no matter how much your business grows.

Optimizely offers a range of products but it’s Optimizely Web which provides the A/B testing and other features for optimising web pages. You can expand on this with Optimizely X Personalisation to deliver personalised messages to different audience segments and Recommendations for Amazon-style product and content recommendations.

You’ve got some seriously powerful tools at your hand with Optimizely and they’re all easy to implement without any of the development skills you need to do the same via Google Analytics and Optimize.

Pricing is quoted upon application and you have to remember that Optimizely aims to be an enterprise-level system at competitive pricing – so don’t expect bargain bucket quotes here.

Without giving too much away, you’re looking at five figures on your annual bill for the lower-to-mid plans.

#3: VWO

A lot like Optimizely but a lot more budget-friendly

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Pricing: Start at $199/monthfor plans with A/B testing

Key features:

  • A/B testing
  • Multivariate testing
  • Split URL testing
  • Visual editor for building variations without any code
  • Widgets for testing/adding pop-ups, banners and other prompts to generate leads
  • Behavioural segmentation
  • Asynchronous code reduces loading times while tests run

VWO aims to provide a full suite of CRO tools, in the same way Optimizely does, but without the enterprise price tag. Once again, you get extensive testing tools for A/B, multivariate and split URL experiments; a visual editor for building variations without any code and advanced targeting and segmentation options.

In fact, VWO’s behavioural segmentation allows you to target audiences in a way that a lot of more expensive tools don’t.

Another enterprise feature VWO brings to the table is its asynchronous coding, which improves the performance of your tests to avoid slower loading times and flickering that is common with a lot of A/B testing software.

In short, if you’re looking for an almost-enterprise CRO system for a fraction of the price, VWO is the first tool to try out.

#4: Zoho PageSense

Ultra-affordable, scalable CRO & personalisation

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Pricing: Starts from $17/mo

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Key features:

  • A/B testing
  • Split URL testing
  • Visual editor
  • Advanced targeting & segmentation
  • Flexible reporting
  • Heatmaps
  • Funnel analysis
  • Personalisation

Zoho PageSense is a two-in-one conversion optimisation and personalisation platform with some of the lowest entry prices in the game. Zoho doesn’t restrict prices on its plans so you get access to everything the platform has to offer and your fee depends on how many monthly visitors you have.

Prices start at an ultra-affordable $17 per month for up to 10,000 monthly visitors and the Enterprise plan maxes out at $599 per month, which is still cheaper than the entry prices of many tools featured in this article.

For smaller businesses, there aren’t many options at this price point offering the same set of features that Zoho packs into PageSense so this has to be my top recommendations for SMEs and new startups.

#5: HubSpot

The all-in-one marketing & CRO platform

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Pricing: Starts at $800/mo

Key features:

  • A/B testing
  • CRM
  • Lead management
  • Email marketing
  • Live chat
  • Marketing automation

HubSpot isn’t the platform for you if you simply want an A/B testing tool. This is a full suite of marketing software divided into four key products. First, there’s the CRM for handling customer data and then you have Marketing Hub, which includes a range of tools for creating content, landing pages, managing leads and running A/B tests – among other things.

HubSpot also offers its Sales Hub with a range of specialist tools for improving and automating your sales processes and the Service Hub, which helps your team provide a higher quality of customer service.

All of HubSpot’s software is industry-standard and you don’t need to worry about quality.

To unlock HubSpot’s A/B testing features, you’ll have to sign up to the Professional plan of its Marketing Hub and this is going to cost you a minimum of $800 per month for 1,000 CRM contacts, plus a $3,000 onboarding fee and an extra $50 per month for each additional 1,000 CRM contacts – so the annual fees quickly stack up.

HubSpot tends to work out as an expensive option but you get a lot of tools built into a single system and this does mean you spend less time moving between different software.

#6: Leadformly

Dedicated web form A/B testing from the bestform builder in the industry

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Pricing: Starts at $37/mo, free trial available

Key features:

  • Multi-step form templates designed to maximise conversions
  • A/B testing
  • Visual editor
  • Extensive form analytics
  • Conditional logic
  • Intelligent field validation
  • Invisible spam filter

While all of the A/B testing tools we’ve looked at so far will give you 90% of what you need for running tests, they all fall short on testing some of the finer specifics on your pages. This is especially true when it comes to web forms and they simply don’t provide the depth of insights you need – for example, pinpointing which fields are causing users to abandon your forms and why.

To answer these questions, you’re going to need a tool like Leadformly which provides in-depth form analytics and A/B testing features to help you maximise conversion rates at the final hurdle.

There aren’t many conversions that can be completed without some kind of form, either. So make sure form optimisation is a key part of your CRO efforts.

#7: Unbounce

Landing page A/B testing from the most popular landing page builder in the game

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Pricing: Starts from $120/mo (for plans including A/B testing)

Key features:

  • Basic A/B testing
  • Visual builder
  • Landing page personalisation
  • Popups & sticky bars
  • Extensive integrations

Landing pages are another key component for maximising conversions and you’ve already got a landing page A/B testing tool if you’re using Unbounce. In fact, most of the top landing page builders include some kind of A/B testing features (some are better than others) and, while these aren’t as feature-rich as the other tools we’ve looked at, they make landing page testing incredibly easy.

So, if you’re after the simplest approach to A/B testing a combination of A/B Tasty, Leadfoormly and Unbounce could be the ideal place to start.

#8: Convertize

Affordable A/B testing & personalisation

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Pricing: Starts at $49/mo

Key features:

  • Smart Editor: A drag-and-drop visual editor for creating code-free experiments.
  • Autopilot: Automatically manages your traffic to shift more traffic to your best-performing pages.
  • Lightning mode: Keeps your pages loading quickly during tests.
  • Statistics Engine: Provides all the insights you need to make meaningful design improvements.
  • Dynamic Text: Personalise headings and key text to match user intent.
  • Nudges: Nudges, social proof and FOMO messages to increase conversions.

Convertize is a truly affordable A/B testing and personalisation platform with plans starting from $49/monthfor up to 20,000 visitors per month. If you’re looking to run serious CRO campaigns, though, you’ll want to sign up to the Team plan, which starts at $199/monthfor up to 100,000 visitors per month.

To put that into context, the $199/monthstarter plan on VWO is only good for up to 10,000 monthly visitors so Convertize is delivering a lot of value at the same price tag – as well as delivering a budget starter plan for basic needs.

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With the Team plan, you can run unlimited projects and test across an unlimited number of websites – as long as you stay within the monthly visitor limit. You get extensive testing features, too, and a solid set of targeting options, allowing you to define audiences for each experiment.

As a bang-for-buck A/B testing and personalisation platform, Convertize is hard to beat.

#9: Kameleoon

Easy-to-use A/B testing & personalisation for enterprise brands

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Pricing: POA.

Key features:

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

Kameleoon is an A/B testing and personalisation platform that uses artificial intelligence to help you optimise digital experiences. You can trigger personalised experiences based on each visitor’s conversion probability, which is calculated in real-time, based on user actions.

This is a truly enterprise piece of software but it’s designed to be intuitive and easy to use, which isn’t something you can often say about enterprise CRO tools. You’re going to feel the benefit of this every time you use Kameleoon but the best thing about the software’s UX is that it’s easy for new team members to get to grips with.

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.

#10: Convert

The testing platform designed for agencies and CRO experts

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Pricing: Starts at $699/mo

Key features:

  • A/B testing
  • Split testing
  • Multivariate testing
  • Multipage experiments
  • WYSIWYG editor for building code-free experiments
  • Unlimited tests & variations
  • Extensive integrations

Convert is an advanced testing platform designed for agencies and CRO experts looking to optimise their clients’ websites and digital products. You can sense this from using the software, which feels like a tool designed for experienced professionals.

Yes, there’s a visual builder creating variations without any code but you’re only ever a right-click away from adding custom code or using developer shortcuts, such as selecting containers, selecting child elements or hiding elements.

As a result, Convert gives you more freedom to build variations and tests your own way while providing tools like the visual builder to make the whole process faster. If you’ve got the CRO and developer expertise to make the most out of this platform, most other A/B testing tools will feel too restrictive once you get used to the freedom of Convert.

Convert lists pricing for each plan on its website and you can also contact the sales team for a custom quote if any of the plans are too restricted. Pricing starts at $699/mo (paid annually) for the Kickstart plan, which is designed for companies getting started with A/B testing. This still gets you unlimited tests across five domains for up to 500,000 users per month – not bad for an entry plan.

Pricing maxes out at $3,499/monthfor up to three million users per month across unlimited domains and you’ll have to call for an enterprise quote if you expect to exceed that number. The price increases between plans is very reasonable, too, so you’re going to have a financial crisis if you inadvertently jump up to the next plan.

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#11: Omniconvert

Affordable CRO for developers & startups

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Pricing: Starts at $167/mo

Key features:

  • A/B testing
  • Split URL testing
  • Stacked tests
  • Personalisation
  • Overlays & pop-ups
  • Unlimited CSS & JS editor
  • CDN bypass
  • Advanced segmentation
  • Experiment debugger

Omniconvert provides a number of software tools to help digital brands turn data into growth strategies. Its conversion optimisation platform is called Explore and Omniconvert calls this “the CRO tool for developers,” which is justified by a number of its specialist features.

The first of these features you’ll probably notice is the unlimited CSS and JS editor that gives you complete control over how your variations are coded. Not only developers get complete control, they also can also optimise their code to keep loading times as fast as possible while tests are running.

Explore also comes with a CDN cache bypass, which means you can ensure your tests run live immediately, instead of some users seeing older cached versions of your site – bad news for reliable data.

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Stacked testing is another great feature, which sets the winning variation from a test as the default so you can continue running the same test to collect more data and ensure your results are reliable.

Pricing starts at $167/monthfor up to 50,000 tested visitors per month and max out at $4,658/monthfor 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.

Aside from A/B testing, you also get some excellent personalisation features, advanced segmentation, web surveys and triggered overlays – as well as the option to integrate with Omniconvert’s other software tools for analytics, automation and customer experience.

#12: Freshmarketer

An affordable marketing automation & CRO combo

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Pricing: Starts from $49/mo (free version available but it doesn’t include A/B testing)

Key features:

  • A/B testing
  • Split testing
  • Visual editor
  • Personalisation
  • Dynamic heatmaps
  • User feedback
  • Email marketing
  • Marketing automation
  • Integration with Freshworks apps

Freshmarketer is the automation and CRO tool provided by Freshworks, which also offers a full suite of marketing and sales tools in separate software products that integrate seamlessly.

As a testing system, Freshmarketer provides a visual platform for creating A/B tests and split URL tests using its WYSIWYG editor and reporting interface. While this isn’t the most advanced testing platform available, it’s probably one of the easiest to use and certainly one of the most affordable.

You also get heatmaps and session replays to help you diagnose UX issues and determine what actually needs testing on your website. Funnel analytics helps you track visitor drop-offs and identify where conversions are being lost, too. This alone gives you all of the basic tools you need to identify issues on your website and run experiments to test out potential solutions.

As an entry platform into conversion optimisation, Freshmarketer is a great option for newcomers or online businesses with modest needs.

You also get some basic personalisation features and tools to capture customer feedback through polls and triggered messages. And, to round things off, you get some solid automation features although you’ll need to integrate with Freshworks’ CRM (Freshsales) or another customer relationship management platform to make the most of them.

#13: Oracle Maxymiser

Advanced testing & personalisation

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Pricing: POA

Key features:

  • A/B testing
  • Multivariate testing
  • Funnel optimisation
  • Personalisation
  • Predictive analytics
  • Advanced targeting & segmentation
  • Heatmaps
  • Extensive analytics & reporting

Oracle Maxymiser is the testing and experience optimisation system that makes up part of the wider Oracle Marketing Cloud software offering. This was one of the first platforms to open up testing to non-programmers and it continues to release some of the most innovative features for conversion optimisation and personalisation.

At the same time, Oracle has a tendency for not updating its interfaces and certain features to keep up with industry standards. For example, the visual builder could do with an update and the recommendations made by its machine learning algorithms are relatively basic but they do help you make progress.

All that being said, Oracle’s system is robust where it really counts. Most importantly, client-side loading times are nice and fast so tests don’t cripple page speed and you shouldn’t see any flickering or broken content while tests run. Also, the test length calculator is impressively capable at estimating how long your tests need to run before reaching statistical significance, which is a great feature.

#14: Monetate

Enterprise testing & personalisation for online retailers

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Pricing: POA

Key features:

  • A/B testing
  • Multivariate testing
  • Dynamic testing allocates more traffic to winning variations
  • One-to-one personalisation
  • Advanced targeting & segmentation
  • Audience insights
  • Smart recommendations

Monetate offers a suite of marketing software for retail brands, including AI product recommendations, hyper-personalisation, customer data management and so much more.

Its testing and optimisation software brings some advanced features to help busy retail brands optimise their online platforms without interrupting the customer experience. The platform’s dynamic testing system automatically sends more traffic to winning variations, allowing you to keep tests running while hitting more targets.

The platform also packs its own technology to reduce flicker, keep loading times as fast as possible and avoid content breaks while your tests are running.

Monetate is very much an enterprise platform and this is reflected in the pricing. Unfortunately, the company doesn’t list any pricing on its website and your monthly/annual fees will be priced on application. Be prepared for monthly starting fees well into the four-figure region but rest assured that you’re getting a premium testing platform designed especially for online retailers.

#15: Adobe Target

A truly enterprise A/B testing and personalisation platform

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Pricing: POA

Key features:

  • A/B testing
  • Multivariate testing
  • Visual editor
  • Advanced targeting & segmentation
  • AI automation
  • Omnichannel personalisation
  • Feature

Adobe Target is an enterprise personalisation platform and A/B testing comes as standard. You also get automated personalisation, mobile app optimisation and recommendations based on your customers’ behaviour and data.

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The platform basically guides you through a three-step process for experimentation, where you create your variant, target your audience segment and then customise your goals and settings for the test.

The software itself isn’t particularly handsome or quite as straightforward as the likes of Optimizely and VWO but it’s the Target self-learning algorithms that make this a favourite platform with enterprise brands. Targetcontinually and automatically adjusts itself to make associations between visitor behaviour and content in order to give you the best results possible, adapting your content in real-time to meet user needs.

Impressive stuff.

#16: Evergage

A/B testing and AI personalisation

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Pricing: POA

Key features:

  • A/B testing
  • Multivariate testing
  • CRM
  • AI Personalisation
  • Behavioural tracking
  • Advanced targeting & segmentation
  • Smart recommendations
  • Analytics & attribution

Evergage keeps us on the topic of experimentation and personalisation, powered by machine learning. If this is beyond your needs from an A/B testing tool then the likes of Adobe Target and Evergage might not be for you – and that’s ok.

That said, if you’re looking to create the best possible customer experiences, based on user behaviour and all the data at your disposal, then tools like Evergage are what you’re after.

Evergage empowers you to create unique customer experiences for individuals, across multiple platforms, to meet their specific needs and expectations. Once again, it’s calling upon the power of machine learning to crunch the vital data, track user actions and automate optimisations based on these patterns.

You get a highly advanced set of A/B testing features included and so much more with Evergage. This is one of the most advanced experimentation, personalisation and optimisation tools on the market – only you can decide whether you need all of that from a single platform.

#17: AB Tasty

Advanced A/B testing & CX optimisation

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Pricing: POA

Key features:

  • A/B testing
  • A/B/n testing
  • Split testing
  • Multivariate testing
  • Funnel testing
  • Advanced testing & segmentation
  • AI-powered personalisation
  • Dynamic widgets
  • Extensive analytics & reports

AB Tasty brings us back to the reasonably-priced and simple side of conversion optimisation tools. As the name suggests, the focus is on A/B testing here and this is where the platform excels, even though it does include other features, such as heatmaps, page flow reports and basic personalisation.

One the testing side of things, you get the usual A/B, split and multivariate testing options, plus an interesting funnel testing feature that allows you to experiment with changes across multiple pages.

The best thing about AB Tasty, though, is the drag-and-drop editor that makes the platform so wonderful to work with. Sure, there are plenty of editors like this on the market now but AB Tasty’s editor just works without getting in the way of your workflow.

AB Tasty is another company that withholds pricing information on its website but the monthly fees are pretty competitive. You can expect four-figure starting prices, but at the very low end of the spectrum, and that’s reasonable for a system of this calibre.

Keep in mind that some of the more advanced testing features are only available on the mid-tier plan and higher. You can get a full breakdown of AB Tasty’s features here but you’ll have to request a quote to get your custom pricing.

#18: Nelio AB Testing

The best A/B testing plugin for WordPress

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Pricing: Starts from $29/mo

Key features:

  • A/B testing
  • Unlimited tests
  • Test scheduling
  • Automatic implementation updates your site with the winning variation
  • Heatmaps
  • WooCommerce integration

With WordPress powering 30% of all websites on the internet, it would be dismissive to not include a WordPress plugin option for A/B testing on this list. Luckily, Nelio A/B Testing happens to have developed a plugin worthy of recommendation and it’s probably the only WordPress A/B testing plugin that I would recommend.

You can set up and manage your A/B tests from within the WordPress interface, view basic analytics feedback, check heatmaps and improve results without needing to leave WordPress. Nelio is also compatible with WooCommerce, if you’re running an e-commerce store with the plugin.

#19: Apptimize

The A/B testing and optimisation tool for mobile-centric experiences

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Pricing: POA

Key features:

  • Cross-platform A/B testing
  • Phased rollouts for experiments
  • Holdout experiments to exclude groups
  • Personalisation
  • Feature flags for controlling feature testing & rollout
  • Instant updates for rolling out updates without app store delays

Apptimize is an A/B testing tool designed for mobile-centric brands. If your business revolves around mobile apps and sites that prioritise the mobile experience, then Apptimize is tailored specifically to your testing needs.

You can run truly cross-platform experiments, create personalised experiences, roll out new products and features, as well as launch new versions and updates without hassle.

Tying all of these features together is Apptimise’s data system that collects insights from multiple platforms so you can see how behaviour on mobile affects decisions made on web – and vice versa – or how server-side changes impact the front-end mobile experience.

Apptimize doesn’t show any pricing on its website but you’re looking at the lower end of four-figure monthly fees as a starting point. For a specialist piece of kit like this, pricing is very reasonable.

If you’re after the specialist A/B testing and optimisation solution for mobile, Apptimize is it.

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Which is the A/B testing tool for you?

In this list, we’ve covered the top 10 A/B testing tools for just about every possible need you could have – from the free options, to fully enterprise solutions and the easiest-to-use optimisation tools available right now. All of these platforms are great in their own right but the best choice for you is going to depend on your specific needs.

Hopefully, we’ve pointed you in the right direction and making an informed choice for yourself will be easier after reading this. Let me know if you think any other A/B testing tools should have made this list.


How do I optimize for Google AB test? ›

To create an A/B test:
  1. Go to your Optimize Account (Main menu > Accounts).
  2. Select your container.
  3. Click Create experiment.
  4. Enter an experiment name (up to 255 characters).
  5. Enter an editor page URL (the web page you'd like to test).
  6. Click A/B test.
  7. Click Create.

What is AB testing example? ›

Here are some examples of what that would look like in an A/B Testing Hypothesis: Shortening contact submission forms to only contain required fields would increase the number of sign-ups. Changing the call-to-action text from “Download now” to “Download this free guide” would increase the number of downloads.

How much does AB testing cost? ›

How much does A/B testing cost? The testing tool you use largely determines what your costs are. Though there are free options available, they only offer basic functionality. Prices typically range between $119-$1995 per month but can go up depending on how many users you test each month.

How is AB testing done? ›

A/B testing, also known as split testing, refers to a randomized experimentation process wherein two or more versions of a variable (web page, page element, etc.) are shown to different segments of website visitors at the same time to determine which version leaves the maximum impact and drives business metrics.

How many tests can you run in Google optimize? ›

This section describes limits on the number of experiments you can run at the same time with Optimize. The limits on the number of simultaneous personalization hasn't changed. For the limits when you upgrade your account, see this section instead. You can run up to 24 simultaneous experiments per view.

Is Google optimize free? ›

And Optimize is now immediately available to everyone — for free. This is not a test: You can start using it today. A recent survey showed 45% of small and medium businesses don't optimize their websites through A/B testing.

How do I validate my AB test results? ›

Validating the results
  1. Check to make sure that this test was run correctly. Is the query that calculates lift and p-value correct? ...
  2. Check other metrics to make sure that this outsized result is not isolated to this one metric. ...
  3. Check that the data is correct. ...
  4. Make a final recommendation based on your conclusions.

Are AB tests worth it? ›

A/B testing is highly useful, no question here. But a lot of businesses should not be doing it. They're not ready yet. Roughly speaking, if you have less than 1000 transactions (purchases, signups, leads etc) per month – you're gonna be better off putting your effort in other stuff.

What is AB testing in SQL? ›

What is A/B Testing? A/B testing (also known as split testing) is a process of showing two versions of the same webpage or app to different segments of users at random and comparing which one drives more conversions.

Why do we do AB tests? ›

There are several benefits of A/B testing. A/B testing lets you increase user engagement, reduce bounce rates, increase conversion rates, minimize risk, and effectively create content. Running an A/B test can have significant positive effects on your site or mobile app.

What are the most common types of a B tests? ›

Different types of A/B tests you can perform
  1. Split testing. In split testing, you test a completely new version of an existing web page to analyze which one performs better. ...
  2. Multivariate testing. ...
  3. Multi-page testing.
24 Apr 2022

Can you do a B testing on a website? ›

8. Use an A/B testing tool. To do an A/B test on your website or in an email, you'll need to use an A/B testing tool. If you're a HubSpot Enterprise customer, the HubSpot software has features that let you A/B test emails (learn how here), calls-to-action (learn how here), and landing pages (learn how here).

What is a B testing on Facebook? ›

A/B testing lets you compare two versions of an ad strategy by changing variables such as ad images, ad text, audience or placement. We show each version to a segment of your audience and ensure nobody sees both, then determine which version performs best.

Is a B testing legal? ›

A/B Testing Pricing Is Legal* and Ethical* but Can't Replace a Pricing Strategy.

How do you price your test? ›

However, if you are going to A/B test your pricing, here's how you'll want to do it.
  1. Choose two different products (or plans) within the same category type. ...
  2. Figure out the price points you want to test. ...
  3. Measure revenue to determine price. ...
  4. Iterate on results and re-test two new price points, if need be.
9 Apr 2021

When should you not use an AB test? ›

4 reasons not to run a test
  • Don't A/B test when: you don't yet have meaningful traffic. ...
  • Don't A/B test if: you can't safely spend the time. ...
  • Don't A/B test if: you don't yet have an informed hypothesis. ...
  • Don't A/B test if: there's low risk to taking action right away.
13 Dec 2015

How long should you run an AB test? ›

For you to get a representative sample and for your data to be accurate, experts recommend that you run your test for a minimum of one to two week.

What is p value in AB testing? ›

What is P-value in A/B testing? P-value is defined as the probability of observing an outcome as extreme or more extreme than the one observed, assuming that the null hypothesis is true. Hence, the p-value is a mathematical device to check the validity of the null hypothesis.

What does Google optimizing cost? ›

Google Optimize is the most popularly used A/B Testing tool for tracking and comparing website's traffic and conversion rate of campaigns, and is free of cost.

Is Google optimize 360 free? ›

Being a paid version, it has all the features of Google Optimize plus many of the features the free version lacks. Google Optimize is a tool for getting started on conversion rate optimization and testing, and it's good for smaller enterprises with less budget and website traffic.

Is Google optimize any good? ›

For A/B Testing, I currently use Google optimize. Great tool for small A/B Tests, as it's free and integrates with Google analytics. However, it's quite costly at the enterprise level and is very restricting if you want to do multiple tests.

How much does Google 360 cost? ›

What is the Cost of Google Analytics 360? The cost of Google Analytics 360 starts out at $150,000 per year and billed at $12,500 a month. Costs can increase as well based on the size of the website.

Why is optimize now free? ›

Short story: Optimize was acquired by Heroic Public Benefit Corporation. As part of Heroic's mission to help create a world in which 51% of the world's population is flourishing by the year 2051, the Optimize core wisdom membership is now free. No credit cards required. No strings attached.

Does Google do SEO? ›

While you consider whether to go with an SEO, you may want to do some research on the industry. Google is one way to do that, of course.

What are some common reasons a B tests fail? ›

Here are four common reasons why an A/B test fails.
  • The Trackable Goal is Too Far Removed From the Test. ...
  • Not Starting with Enough Data. ...
  • Going Off of Your Gut Instinct Only. ...
  • Building a Hypothesis That Cannot Be Quantified.
25 Nov 2019

What is a B testing in data analytics? ›

A/B testing is a type of experiment in which you split your web traffic or user base into two groups, and show two different versions of a web page, app, email, and so on, with the goal of comparing the results to find the more successful version.

How does Instagram do AB testing? ›

A/B testing compares the CTR of audiences of a platform and display alternative creations to the same audience. Test everything: different demographic targeting, buying type, placements, and bids. Uses multiple versions of ad sets: different sets of creations per mobile, desktops and alternative CTAs.

What precautions should you take when designing a B tests? ›

Always make sure that your behavior data matches your survey data before making a big scale change. Stop all your guesswork. You must begin A/B testing without any assumptions. Just because big orange button worked for one startup doesn't mean it will work for you as well.

Can you use AB test in constant contact? ›

Our A/B testing tool gives you two chances on every email subject line by testing each one on a portion of your target audience, then automatically sending the winner to the rest. It's that easy.

What is null hypothesis in AB testing? ›

Rejecting the Null Hypothesis in an AB Test

The Null Hypothesis states that there is no real effect behind the data your test has produced. You accept the Null Hypothesis when you do not have strong enough evidence to say that the new version of your webpage is definitely better than the original.

Is hypothesis testing same as AB testing? ›

An AB test is an example of statistical hypothesis testing, a process whereby a hypothesis is made about the relationship between two data sets and those data sets are then compared against each other to determine if there is a statistically significant relationship or not.

Who invented AB testing? ›

While it's most often associated with websites and apps, Fung says the method is almost 100 years old. In the 1920s statistician and biologist Ronald Fisher discovered the most important principles behind A/B testing and randomized controlled experiments in general.

What two variables are available for AB tests? ›

The variables are as follows:
  • Audience —This variable will look at the effectiveness of your ads based on the audiences you aim to reach. ...
  • Creative — Creative A/B tests will focus on the visual assets of your ad.
14 May 2020

What does AB testing stand for? ›

"A/B testing" is a shorthand for a simple randomized controlled experiment, in which two samples (A and B) of a single vector-variable are compared. These values are similar except for one variation which might affect a user's behavior. A/B tests are widely considered the simplest form of controlled experiment.

What is Canary testing? ›

In software testing, canary testing refers to testing a new software version or a new feature with real users in a live (production) environment. It is done by pushing some code changes live to a small group of end users who are usually unaware that they are receiving new code.

What are the types of testing? ›

The different types of tests
  • Unit tests. Unit tests are very low level and close to the source of an application. ...
  • Integration tests. ...
  • Functional tests. ...
  • End-to-end tests. ...
  • Acceptance testing. ...
  • Performance testing. ...
  • Smoke testing.

What is optimizely used for? ›

What Is Optimizely? Optimizely is an experimentation platform that helps developers build and run A/B tests on websites. This is to achieve validation for conversion rate optimization efforts.

How do you do ab test on social media? ›

To perform A/B testing, also known as split testing, you separate your audience into two random groups. Each group is then shown a different variation of the same ad. After that, you compare the responses to determine which variation works better for you.

Does HubSpot have a B testing? ›

In your HubSpot account, navigate to Marketing > Email. Click Create email. This will be version A of your A/B test. In the top left of the editor, click test Create A/B test.

How long should you test Facebook ads? ›

Release a test ad and allow it to run for at least 3–4 days. This duration provides a strong baseline for the ad's performance. Analyzing the results could take as little as half an hour to an hour, depending on the number of ad sets you're examining.

How do I stop AB testing on Facebook? ›

Edit or cancel your A/B test
  1. Go to Experiments.
  2. Go to the top and click Learn.
  3. Under Running you'll see a list of your active A/B tests or other experiments.
  4. Click [...] next to the A/B test that you'd like to edit or cancel.
  5. Click Edit schedule to change the test schedule, or click Cancel to cancel it.

How do you do an AB test on Linkedin? ›

Steps to follow when carrying out an A/B test

Create the campaign you want to promote. You'll be able to set the budget, bidding, content piece, etc. Create a replica of this campaign (giving you two identical versions of the campaign). Change just one variable of the replica campaign that you want to test.

What is a CRO tool? ›

What are CRO tools? CRO tools collect data about a website and its visitors to help site owners understand how people use their site, and to identify and test potential changes to increase conversion rates. CRO tools help to: Understand what visitors are doing on a website.

What falls under the A B testing tools Mcq? ›

Explanation: Visual Website optimizer (VWO), Google Content Experiments, and Optimizely are the most commonly used A/B testing tools.

What is firebase a B testing? ›

It gives you the power to test changes to your app's UI, features, or engagement campaigns to see if they actually move the needle on your key metrics (like revenue and retention) before you roll them out widely.

How do you do ab test on HubSpot? ›

Create your A/B test emails
  1. In your HubSpot account, navigate to Marketing > Email.
  2. Click Create email. ...
  3. In the top left of the editor, click test Create A/B test.
  4. In the dialog box, enter a name for the variation B email, then click OK.
24 Aug 2022

What is CRO formula? ›

CRO Calculation 1: Conversion Rate

As we mentioned earlier, to calculate conversion rate, you must divide your number of conversions (or leads generated) by your number of visitors (or web traffic), and then multiply that number by 100 to get the percentage. Leads Generated ÷ Website Traffic x 100 = Conversion Rate %

What makes a good CRO? ›

Curious and empathetic. CRO, at its core, is based on adapting to people's behaviors and wants. The way people buy today has changed alongside their needs and wants. To succeed, you must have a strong sense of curiosity that pushes you to read, ask questions, research, and dig deep into what makes people tick.

How do I start CRO? ›

How To Start A Clinical Research CRO And More - YouTube

What is a B testing in UX design? ›

A/B testing — a technique of showing two or more variants of a design to users at random to find out which one performs better — is just one approach you can use.

Which testing is performed first? ›

System testing is the first level in which the complete application is tested as a whole. The goal at this level is to evaluate whether the system has complied with all of the outlined requirements and to see that it meets Quality Standards.

What is meant by a B testing in marketing? ›

A/B testing (also known as split testing) is the process of comparing two versions of a web page, email, or other marketing asset and measuring the difference in performance. You do this giving one version to one group and the other version to another group. Then you can see how each variation performs.

Is firebase a B testing free? ›

Firebase provides a robust and low cost (free to use, but developers do need to spend some time architecting the app for remote config) framework to test your hypothesis in the production app with actual users.

What is AB testing in flutter? ›

A/B testing (also known as split testing or bucket testing) is a method of comparing two versions of a webpage or app against each other to find out which one performs better.

Is Google optimize free? ›

And Optimize is now immediately available to everyone — for free. This is not a test: You can start using it today. A recent survey showed 45% of small and medium businesses don't optimize their websites through A/B testing.

When should you not use an AB test? ›

4 reasons not to run a test
  • Don't A/B test when: you don't yet have meaningful traffic. ...
  • Don't A/B test if: you can't safely spend the time. ...
  • Don't A/B test if: you don't yet have an informed hypothesis. ...
  • Don't A/B test if: there's low risk to taking action right away.
13 Dec 2015

What is a B testing on Facebook? ›

A/B testing lets you compare two versions of an ad strategy by changing variables such as ad images, ad text, audience or placement. We show each version to a segment of your audience and ensure nobody sees both, then determine which version performs best.

Can you a B test automated emails in HubSpot? ›

You can automate your A/B email tests by creating and saving an A/B email for automation. Once saved, you can include the A/B email in a workflow. Over time, HubSpot will send the email variations across enrolled records. The 50/50 split may not occur immediately.


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