Success on the online platform requires you to find ways of maximising conversions. One of the ways of doing this is by having an optimal design on all the pages of your website. However, the only way that you can be sure that you have the most optimal design on your website is by testing it. In this article, we will look at the best tools for A/B testing.
Most businesses get A/B testing wrong in that they do it once then they forget about it. Since the dynamics and preferences of your audience change over time, you need to know how to use continuous A/B testing to increase conversions.
By undertaking the tests, you will start seeing your website in a new light, and identify opportunities that will bring in more revenue after making a few design changes. The changes can include changing the colour scheme, moving the CTA button, changing how long it takes the popup to appear, among others.
Best Tools for A/B Testing
With that said, there is much that you need to know about A/B testing, and today, we are looking at the best tools for A/B testing. It is important that you consider the following factors when shopping around for an A/B testing tool
- Technical experience
- Size of the business
- Marketing goals
There is no doubt that you will find a tool that will be a perfect fit for your business in this list. Be sure that the tool you choose, use it repeatedly to optimise your website design to maximise conversions.
This is one of the best tools for A/B testing today. It allows you to run several experiments on your website, which focuses on standard A/B testing as well as in the personalisation of customer profiles. The greatest aspect about it is that it allows you to do A/B testing on multiple pages of your website at the same time.
For example, you can test your homepage and the ‘About Us’ page as well as the shopping cart on your mobile site on iOS and Android devices. Optimizely allows you to run A/B testing on several factors that span the obvious components such as the CTA button as well as
- Geography and location
- Audience segments
With this tool, you are sure to find a competitive edge over other businesses in your niche. Run multiple tests using Optimizely and improve your site visitors’ user experience.
It is practically impossible to compile a list of web tools and not add one from Google. It has one of the best tools that are easy and straightforward, and this makes them perfect for people who manage their websites in-house.
Google Optimize comes with native integration functionality that links to your Google Analytics Profile. The upside of this feature is that you do not have to start from scratch since you have all the necessary data such as the number of site visitors. With such kind of information, you can then prioritize which areas of your website you should test first.
The tool’s visual editor is easy to use even for people without much technical experience. It also allows you to test the various features on your mobile website and thus optimise it for Google searches. It is free to use and other than Google Analytics, you can link your Google Optimise with Firebase and Google AdWords.
If you have never done an A/B testing of your site, then this is one of the best tools for beginners. AB Tasty is a simple tool will help you focus on conversion rate optimisation (CRO). Unlike Google Optimize, it is not free, but the prices are beginner friendly.
There are various testing options and AB Tasty allows you to test more than two variables of an element on your website. For example, you could test the colour scheme, images, the placement of the CTA, and so more.
Furthermore, with AB Tasty, you can do split testing which is a multivariate option that allows you to build two different landing pages and see which increases conversions. There is also a funnel testing feature, which allows you to test the change in UX as the visitors go through the steps of the sales funnel.
Unlike the above tools, Apptimize is best the best tool for running tests on mobile apps, and it is one of the best tools for A/B testing you can use to improve the profitability of your app.
Mobile app conversions are equally important as well as those from mobile and desktop sites. However, the development process does not stop when you launch your app. You need to make improvements and fix any issues that might lead to low conversion rates.
Apptimize will also run A/B tests on your mobile and desktop sites. Besides, it also supports different code blocks
- React Native
What this means is that you can run the tests on your app regardless of the code used when building it.
This is one of the best tools for A/B testing for small and medium-sized businesses focused on carrying out in-house website optimisation. Convert is easy to use thanks to the drag and drop features that make navigation simple and straightforward.
Convert’s software offers multivariate tests as well as split testing. With such features, you have the power to onboard and integrate your content management system as well as data from Google Analytics.
What this means is that you have more time to focus on personalizing the customer profiles on your website. Other than this, Convert makes it to this list for its excellent customer service. You can reach them via live chat 24/7.
This tool uses artificial intelligence to power its personalisation tools. This makes it a much more advanced platform and not suitable for beginners. Kameleoon offers features that are suitable for people looking to test the deeper elements of their websites.
The Kameleoon reports will give you insights about your site visitors thanks to a navigation analysis tool. The tool has over 40 different benchmarks for testing on multiple user segments. For example, you can conduct the following experiments with the highly advanced Kameleoon software
- Reactivating old customers
- Lead management
- Social proof
- Customer loyalty
- Engagement with visitors
Kameleoon updates the data collected from your website in real time. This makes it one of the most effective tools on this list, and you will see the results as soon as the test is complete.
This tool has three steps to it, and the process is very comprehensive. First off, you need to determine the variation on your website that you want to test. Second, decide how to breakdown the variation into segments amongst your site visitor. The final step is to customise the website settings and define the experiment for the experiment.
Adobe Target’s most recognisable feature is the automated UX personalisation. However, the tool has an algorithm that tracks a user’s behaviour and makes changes to the test to optimise the results. This way, you can be able to increase the rates of conversion by personalising the user experience. With the algorithm, you will see different user navigation patterns and you can go ahead and run different tests.
Conductrics Express is the easy to navigate option for people, and users do not need a technical background to operate it. Better yet, it has a visual tool that allows you to move around various elements of your site and pages to improve the site’s UX.
However, there is a developer option that users AI and machine learning to set the parameters of the test. These two are responsible for conducting in-depth analysis. With that said, it is necessary to consider your technical experience before you start using any of the options to avoid frustrations.
This tool is the best tool for running basic site tests and its visual editor shares many similarities with other tools on this list. Other than being a standard A/B testing tool, the Oracle Maxymiser also caters to people with advanced technological experience such as developers who will find the advanced version more suitable compared to the easy to use the standard Oracle Maxymiser.
The advanced Oracle Maxymiser option has functions that allow for personalisation and targeting tests. You will be able to target your ideal and most profitable customer segments and more so, help you build a reliable customer profile. Oracle Maxymiser builds the profiles from the data and behaviour collected from every visitor to your site.
If you are a beginner, stay away from SiteSpect. It is a tool built for advanced webmasters and developers. Case in point, SiteSpect gives you the option of editing the HTML before it leaves the server.
For this reason, SiteSpect is one of the most popular testing tools for brands with self-hosting websites as well as those businesses, which are big on security. Despite being an advanced testing tool, it does come with a visual editor, which is a standard feature in the A/B testing sphere.
What makes SiteSpect different from other tools on this list is that you can view your website from both the server and client sides. This option allows you to gain a better understanding of your sites user experience.
First, this is an A/B testing tool, and beyond this, it helps you with conversion rate optimisation. If you are looking for to run A/B testing to maximise the efficiency of your website, then you will love that SiteGainer offers features such as
- Personalisation features
- Popup windows
SiteGainer is an easy tool to use, and it offers a free trial. However, it has a different pricing strategy compared to other tools on this list. Instead of having a blanket rate, you only pay to what is equivalent to your monthly traffic.
The payments are also flexible, looking that you only pay when you use it. This makes it perfect for businesses and brands that have a tight budget.
Monetate adjusts the allocation of your site traffic, and in addition to the standard A/B testing, the tool offers personalisation and segmenting tools, as well as multivariate tools.
Monetate guides you in identifying the elements that need testing based on your goals. The benefit of this feature is that you will limit any false positives and you will be able to know for sure where you need to make the changes for increased conversion.
Unlike many options in this list, Sentient Ascend is different in that it combines conversion optimisation with algorithms to bring about machine learning. The algorithms find the best and most optimal combination of design elements on your site.
You can run simultaneous tests on multiple variants and see which is better in terms of performance. You will learn the best combinations for the design elements that will give the best users experience to visitors navigating through your site.
Checklist for Selecting the Right Website A/B testing Tool
It can be tempting to rely on our instincts after creating landing pages, email content, or call-to-action buttons to predict what makes people click and convert. However, relying on our feelings when making marketing decisions may lead to detrimental results.
As a result, brands looking forward to constantly improving their websites have embraced A/B testing, but how each company manages its tests and the functionality it demands might differ.
There are over 50 A/B testing tools in the market, and they all have different features. So, each company must take their time to study these tools and select the one that suits their business and helps them achieve their set goals.
The most effective A/B testing software isn’t always the most expensive or popular. The ideal A/B testing software for you will be the one that suits your optimization goals, budget and is simple to set up.
Below is a checklist that will help you choose you’re most suitable A/B testing solution.
Consider the Amount of Traffic You Have
First, your website should have enough before you begin testing. Low-traffic websites cannot benefit from A/B testing since your experiment will not attain statistical significance since you need to drive thousands of visitors to each variation.
In typical A/B testing, it is advisable to send at least 5,000 visitors to each variation and about 1,000 conversions if you want to get tremendous results.
If you do not have the recommended traffic to run an A/B test, look for other options in testing with low traffic.
Evaluate Your Testing Needs
Your present and future experimental demands will also determine the type of A/B testing tool you will choose. For example, as your website and optimization program expands, you may start with only A/B testing and then start incorporating other capabilities of your testing platform, such as personalization and multivariate testing.
Your optimization objective is the primary determinant for choosing A/B testing tools. However, some basic features that everyone running experiments need include advanced audience targeting, comprehensive reporting, visual editor, and post-segmentation.
Therefore, before choosing an A/B testing tool, evaluate your needs and the tool’s features. Selecting a tool with extra features that you may not need is not advisable since it will only increase your cost, and you may not use those features.
Pricing is an essential consideration. However, the cost of your A/B testing tool isn’t only about having access to the program. There are many aspects apart from price that you should not neglect when choosing an A/B testing tool.
Transparent pricing is one of the most pressing concerns in the online business realm Many of the best A/B testing programs have not indicated the prices of their tools on their pages and require you to contact their sales department for a quote. This makes comparing prices between tools difficult.
Even if you go to the trouble of contacting the sales staff for each tool on your list, you must still examine the pricing model of these tools. Some tool suppliers employ a pricing scheme that compels consumers to upgrade and pay more or risk losing access to their software.
Impact of the Testing Tool on Your Page Speed
Another factor to consider when purchasing A/B testing software is its impact on your website speed. Some A/B testing tools might reduce or increase the loading speed of your website.
The time it takes for a website to load impacts the user’s experience and, eventually, your traffic. According to Google research on mobile page performance, if your website takes more than 5 seconds to load, the likelihood of a bounce increases by 90%. Your website will also risk not ranking at the top of search engine results pages because the loading time of your website contributes to its ranking.
It would help if you also kept in mind that about 4 billion people use smartphones worldwide. This is a significant number, and you should not ignore it because some of the visitors to your website may be from mobile searches. Therefore, choose a tool that will reduce the loading time of your website so that you do not risk losing traffic.
The Level of Customer Support the Tool Provides
Any sophisticated piece of software should offer exceptional customer support, and testing software is no exception. When it comes to A/B testing software, competent assistance is critical, given how much it costs and the sophisticated the task it performs.
The leading A/B testing tools on the market provide different levels of assistance. You can find out if the testing tool you want offers all or a combination of the following customer support services by doing some research.
- Live support- offered through a phone or video call
- Email support– done through a dedicated email address
- Live chat– using an in-built messaging app
- Documentation– a collection of articles that offer answers to frequently asked questions
- Automated support– a collection of pre-recorded answers
It’s also important to mention that some A/B testing programs charge extra for specialized customer assistance, which you can get for free if you switch to a higher plan. The overall cost of the A/B testing tool will increase if you pay for specialized technical assistance or upgrade to a plan that exceeds your testing needs to enjoy better support.
What Skills Do You Need to Use the Tool?
Before buying an A/B testing tool, consider the skills you and your team will need to use it. The more complex the A/B testing tool, the more advanced knowledge you’ll need to use it.
Also, assess the resources you will need to develop the skills required to use the A/B testing software. Some tools will demand a greater resource investment to acquire the required technical skills.
Bear in mind that the more features your tool has, the more complex it is, and you may not have the time or resources to deal with it. Since the aim is to boost conversions and income, you should choose A/B testing software that is friendly to people with different skill levels and simple to set up.
The Tool’s Integration into Your Current Marketing Stack
As your business grows, your marketing stack grows too. You may have graduated from using a few MarTech products, such as analytics software, to having many software tools that need to work together to create marketing magic. Your current testing tool can also fail to keep up with these changes, and you may not be able to upgrade your marketing stack since it may not integrate with the new software required.
When changing the testing tools, consider its integration capabilities. Analyze how this tool fits into your current marketing campaigns and the influence it has on future growth. Your A/B testing platform should also be able to anticipate your requirements by providing additional plugins that will make your life simpler.
Does The Tool Handle Unusual Pages and Unstructured URLs?
When it comes to A/B testing software, one crucial consideration is how it manages uncommon situations like pop-ups and hovers that occur when testing but do not modify the page’s URL.
Also, consider whether the tool tests unconventional pages like shopping carts and checkouts whose ultimate form is determined by user behavior. Check how the tool conducts testing on URLs that are not structured, like those seen on many shopping sites.
What Testing Type Does the Tool Run?
Each A/B testing tool uniquely conducts tests. Tests might be one-tailed or two-tailed, depending on the tool.
Each test type has its own set of advantages and disadvantages. One-tailed tests need less traffic and attain results more quickly, and this may work for you if your website has a low volume of visitors. It is also worth noting that such tests are prone to producing erroneous and biased results.
Two-tailed tests, on the other hand, yield more accurate results. However, they also produce false positives and cognitive bias errors.
One downside of the two-tailed results is that they require large traffic, which also takes time to yield results.
Targeting and Segmentation Capacity of the Tool
When selecting an A/B testing software, each tool’s targeting and segmentation capabilities are critical considerations. Advanced segmentation and targeting should be available in your platform, allowing you to send tests to specific groups depending on the information you gather.
Targeting a specific audience is essential since you will not waste resources trying to reach out to people who are not interested in your business. It will also help you to customise tests that suit them. As a result, you will know what your target audience values most.
Is the A/B Testing Tool GDPR (General Data Protection Regulation) Compliant?
Privacy is a concern to all internet users. Nobody wants their information exposed to the public, which led to the establishment of the GDPR rule. All testing tools are also required to be GDPR compliant to protect users’ data.
However, many testing tools are not GDPR compliant, so some people may choose not to participate in your tests. This may hurt your business negatively because you will not get sufficient traffic. Therefore, when looking for an A/B testing tool, ensure it complies with GDPR to get utmost utility from it.
Frequently Asked Questions about A/B Testing Tools
1. What is A/B Testing?
A/B testing is a marketing strategy that compares the effectiveness of two distinct versions of a website, ad, email, pop-up, or landing page. It is sometimes referred to as split testing. However, it is a bit different because split testing compares two different marketing strategies to determine the one that performs better.
These tests are conducted for a specific period and within a specified target audience. They are usually performed before the campaign launch to identify top performers.
Marketers then make data-driven modifications to increase performance and improve the user experience based on the findings revealing variations in KPIs (key performance indicators).
Conversion rates, click-through rates, page visits, web page bounce, and exit rates, and revenue increase are some of the metrics tracked in A/B testing.
2. Why is A/B Testing Important?
Marketing is constantly changing, and so it is advisable not to rely on guesswork. That is where A/B testing comes in.
A/B test results that are accurate will have a significant impact on your profit margin. You can find out which marketing techniques suit your brand best by conducting controlled experiments and collecting empirical data.
However, when you find what works better for you, you should not stop conducting the experiments. If you do them frequently, you will get substantial results.
Other benefits of conducting A/B testing include
- It helps you understand your target audience
- It leads to higher conversion rates
- Reduces bouncing rates
- Reduces cart abandonment
- Improves user engagement
- Increased website traffic
3. Should I A/B Test my Homepage?
While it would be difficult to rule out A/B testing your homepage entirely, you should be cautious when doing it. This is because a conclusive test on your site can be challenging as the homepage receives diverse traffic, from unintentional visitors to leads and customers.
Also, there is usually a lot of information on your site. So, determining what motivates a visitor to act or not in one test can be an uphill task.
Finally, because of the diversity of people visiting your homepage, determining a purpose for the page and testing it might not be easy. You may be aiming at converting visitors to new clients, but you may find the sample visiting during the test is primarily made up of your usual customers. As a result, your purpose for that group may change.
Therefore, you should consider testing your call to action (CTA) rather than the entire homepage.
4. What Should I Test?
What you decide to test varies from one brand to another. However, these are some of the basic things that you should test.
Call-to-action– CTAs have different aspects that you can test. Therefore, you should specify which element you are testing. You could test the CTA text that compels viewers what to do, the location of the CTA on the page, or its shape and style.
Headline– A headline is usually the first thing a visitor sees on your site. Therefore, it has a lot of power. In your A/B tests, explore different headline styles.
To convince the audience that the change was driven by something more than mere wordplay, ensure the difference between each headline’s positioning is obvious.
Image- Test if it is more effective to show the picture of your clients or the product itself. Test multiple versions of your website with different supporting pictures to see a difference in action.
Copy length-Test if it is possible to make your message clearer by reducing the text on your website or need additional words to describe the offer, service, or product.
5. For How Long Should You Run an A/B Test?
Most of the time, running an A/B test is not restricted to a specific period since each business has different requirements. Nevertheless, as a business, you should get a customized A/B testing calculator.
The time taken by each company depends on the following factors;
- Traffic volume
- Business cycle
- Business goals
However, in general, you should conduct your A/B test for at least two weeks and a maximum of 6 weeks.
If you run your test for less than two weeks, you risk not meeting the required sample size or terminating it in the middle of your business cycle. As a result, the test findings may be inaccurate, and you may make judgments based on incorrect information.
Experiments that last longer than six weeks are likely to suffer from data pollution. Data pollution occurs when external and internal variables such as campaigns, holidays, cookie deletion, and others impact your testing data.
6. How Much Traffic Do You Need to A/B Test?
To A/B test, you need a couple of hundred conversions per variant. So, before you start your test, calculate how many visits you’ll need for each variation using an A/B sample size calculator. You are also required to know how many visitors you’ll need to make the test findings statistically significant.
When running your test, do not stop as soon as you notice significance. Run it until you achieve the required sample size.
If your conversions are not enough, don’t panic. You can use the following ways to optimize your website and beat your competitors
- Measure everything that can be measured
- Motivate your visitors
- Prioritize hypotheses
- Go for low hanging fruits since they have low competition
7. How and When Do I Interpret My split Test Results?
When carrying out a test, it is normal to be curious about the results. However, it is not appropriate to begin interpreting your results during the early phases of the test. Wait for the test to reach the statistical significance level and revisit your original hypothesis. Determine whether the results proved or disapproved your hypothesis and draw appropriate conclusions.
When interpreting your results, ensure you attribute them to the particular adjustments made. Ensure there are no other factors at work and establish direct links/connections between the adjustments and the results.
8. When Should I A/B Test?
You can only do A/B testing if you have at least two options for achieving a particular objective and want to see which one works better. These ideas can take many forms. It may be that you want to consider two distinct website designs or two different email themes. You may also be considering two different marketing budget allocation techniques for various marketing channels.
To do an A/B test, you must be able to apply your ideas in many trials. Trials have many meanings depending on the situation. You can decide to use different email layouts to a select group of the customer or send emails to your mailing list subscribers with various subjects. You may also choose to adjust your budget allocation daily.
Each trial test will give you a result, which is usually binary. If the desired action occurs, it is a success, but if it does not, it is a failure. The outcome may also be a real number. A user not clicking a button on the website or not opening an email is a binary outcome. On the other hand, revenue generated by a given budget allocation on a given day is a real number.
Another condition is that the two groups A and B should not know each other. This condition is essential because if a visitor has already viewed website layout A, their reaction to layout B may be biased. If the success of a marketing channel is determined by the budget allocated to it, then the individual results of A and B risk been compromised.
Therefore, if possible, the researcher should prevent such dependencies across groups by ensuring that the same visitor sees the same layout throughout the test.
9. Can I Consider Several Metrics in The Same A/B Test?
Yes, you can, but it is not advisable. There’s a risk that the test result will confuse you, no matter how properly you set up your A/B test. For instance, the test results may indicate that B performs considerably better than A, even though the two perform equally well.
However, there are mathematical solutions to this problem, but focusing on one metric is the best option.
It is also good to limit yourself to one metric as it will boost your understanding of what you want to learn from that particular test.
10. What Is Multivariate Testing, and How Does It Compare to A/B Testing?
A/B testing is primarily used in redesigns to see how effective a particular design direction or idea is against a specific goal, like driving conversions. On the other hand, multivariate testing tends to focus on smaller changes over a long time. It takes several elements from your site and tests the possible combination of these elements for ongoing optimization.
You should note that A/B testing is the best method if you want to get substantial results within a short period of it. It is also ideal if the website doesn’t get much traffic.
If you only did one A/B test, then you are missing a great opportunity to maximise your conversions and ROI. While it is one of the best strategies, you first need a tool that is in line with your business goals.
The tools above range from those that run standard A/B tests, to run funnel tests, split tests, multivariate tests, as well as testing various variants at the same time. Others are designed for mobile sites and apps, so be sure that you know what you are paying for in advance. Finding the right one for your business needs can be quite challenging. Therefore, you should take time to study them because it is a long-term investment, and you cannot afford to make mistakes. To avoid these mistakes, ensure you have a checklist to act as a blueprint.
Get in touch with us for details on how to create custom digital marketing campaigns in Singapore and do A/B tests like a pro. We look forward to helping you get ahead of the competition without breaking the bank.
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