Top 13 Tools to Use for A/B Testing

Top 13 Tools to Use for A/B Testing

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

  • Ads
  • Geography and location
  • Cookies
  • 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.

best tools for A/B testing

Google Optimize

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.

AB Tasty

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

  • Java
  • Swift
  • Objective-C
  • React Native
  • Xamarin

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.

best tools for A/B testing

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

  • Conversions
  • 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.

Adobe Target

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.


Like Apptimize, Conductrics focuses on offering A/B testing solutions, for mobile sites. Other than this, you can also run tests on your app. Conductrics allows you to run tests on items such as

  • Discounts
  • Widgets
  • Upgrades
  • Navigation

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.

Oracle Maxymiser

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

  • Surveys
  • Heat-maps
  • 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.

Sentient Ascend

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.


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.  Also, since different tools require varying technical capabilities, be sure to use the free version first to see if it works for you.

Save time and money by hiring the best website designers in Singapore to redesign your website. We will also carry out A/B tests for you to ensure that all elements of your website are working optimally. Get in touch with us for more details about our digital marketing services in Singapore. 

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Author Bio

Tom Koh is widely recognised as a leading SEO consultant in Asia who has worked to transform the online visibility of the leading organisations such as SingTel, Capitaland, Maybank, P&G, WWF, etc. Recently he was instrumental in consulting for a New York-based US$30B fund in an US$4Bn acquisition. Tom is a Computational Science graduate of the National University of Singapore. In his free time he performs pro-bono community work and traveling.

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