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16 Best A/B Testing Tools to Lift Conversions (2023)
Published: Jun 30, 2023
A/B testing is billed as a tool capable of delivering significant increases to website conversion rates. But too often, ecommerce marketers wind up feeling they’ve been sold a bill of goods.
Their A/B testing tool can leave them running experiments that don’t appear to lead anywhere. The promised customization and flexibility actually require extensive (and expensive) developer support, and they don’t have capacity to truly test in-house hypotheses. Instead, you’re kept on the rails, away from the promised rewards, by the limitations of your tools.
We’re well versed in the problems you may have had with A/B testing tools. Having worked closely with thousands of ecommerce marketers, we’ve found these are the most common:
- They don’t have a plan: Most marketers don’t know how to plan and manage the testing process, so they fall back on pre-made or easy-access tests that come with their testing tool. Due to a lack of training or knowledge, they run random tests with no holistic goal in mind.
- They don’t have a sound benchmark: The only standard of comparison many marketers have is their own website, so big uplifts from one test can mask consistently poor performance.
- They don’t have access to developers: Marketers often push their in-house team to run tests, but developers simply can’t spare the time and testing gets pushed to the bottom of the priority list.
- They don’t have coding experience: With no technical expertise within the marketing or ecommerce team, brands often have to choose between clumsy inserts or coding everything themselves. The result? No meaningful A/B testing strategy ever gets executed.
- They can’t integrate the tool into their stack: If your testing tool doesn’t play nice with your platform, you can wind up doing everything twice.
But with Yieldify, there is a solution: we offer our customers a simple, no-code tool that starts paying off right away.
In this post, I’ll walk you through how Yieldify can help you resolve the issues you’ve probably encountered with A/B testing.
I’ll also put 15 more of the best A/B testing tools under the microscope to help you decide which is best suited to your goals.
- Yieldify
- Justuno
- Dynamic Yield
- Insider
- ConvertFlow
- Personyze
- Emarsys
- AB Tasty
- Optimizely
- Kameleoon
- Monetate
- SiteSpect
- UserTesting
- Taplytics
- Apptimize
- Split
1. Yieldify
Yieldify is a fully-managed, end-to-end personalization platform with built-in A/B and multivariate testing.
We exist to make good on the promise of A/B testing: to empower ecommerce marketers to make data-driven improvements to their websites and unlock on-site revenue opportunities.
Here’s how Yieldify addresses the most common and persistent issues businesses face with A/B testing:
1: Account strategists from Yieldify work with customers to ensure they understand their business goals. Once the goals are established, Yieldify can align those with their A/B Testing strategy.
2: Yieldify tests every website change against a control group, not just against how your website performed before. This gives you much greater visibility into how your changes truly impact conversion rates.
3: To get started, all you need to do is add a JavaScript snippet to your site using a tag manager. After that, everything happens Yieldify-side — so your dev team never needs to get involved.
4: You can run tests easily with customizable, brandable experiences – without using scarce developer time.
5: Yieldify integrates with every major ecommerce platform — including Shopify, WooCommerce, BigCommerce, and Magento, as well as your custom CMS.
Here’s an in-depth view of the features Yieldify customers love:
1. Launch Core Campaigns We Know Drive Uplift, Tested Against Control Groups
If you don’t have a lot of experience with A/B testing, it can be tough to know what to test. Some tools will push you in the direction of changing very basic things, such as the color of your add-to-basket button.
But we know that those tests can be misleading — and when they’re not holistic and strategic, they can leave you chasing your tail. They may be easy to run, but they’re not going to drive the long-term incremental uplift you’re looking for.
Our approach is different, because we’re not running a bunch of random tests. We’re looking to drive value as quickly as possible using a body of core website elements.
Based on more than 10 years’ experience working with marketers in various industries, we know what works and what doesn’t. For example, we know social proof will — in an overwhelming majority of cases – drive more conversions. But you still need to test the design, placement and copy to drive the strongest return.
Like you, we’re not interested in abstract data: we care about business value. So we use conversions and revenue as metrics, rather than conversions alone.
2. Go Beyond A/B Testing with Multi-Variant Testing
A/B testing has long been the go-to testing methodology for ecommerce marketers because they can help glean insights quickly and put internal hypotheses to the test.
But the world of testing is ever-evolving, and A/B testing is no longer enough to meet the demands of busy marketers with ambitious targets to hit. Don’t get me wrong, there’s a time and a place for an A/B test, but it’s certainly not the shortcut to higher conversions and revenue most marketers think it is.
The problem with a standard A/B test – i.e. testing a variant vs a control group – is there’s only a 25% chance you’ll find a winner. When a test fails, you’re back to square one, which means you’ll have to ideate a new variant, re-launch it on your website, and gather enough data to reach another statistically significant conclusion. All told, that could be another 6-8 weeks worth of work, and even then there’s no guarantee you’ll drive the uplift you’re looking for.
The good news is that Yieldify has built a solution: multi-variant testing. With multi-variant testing, you can test up to 5 different variants (plus a control group) at the same time. Each additional variant you add will increase your chances of finding a winner. Check out the table below.
| Number of variants | Probability you’ll find a winner (Yieldify data) |
| 1 | 25% |
| 2 | 55% |
| 3 | 70% |
| 4 | 75% |
| 5 | 85% |
Check out this example from Inghams, the ski, walking and lapland holiday experts, who launched a multi-variant test using Yieldify’s technology to understand which sign-up form drove the highest number of email leads.
3. Segment your Audiences, as Well as On-Site Behaviors
With Yieldify’s technology, you can test user segments as well as testing the site. The benefit of testing one segment against another is that it lets you see how to target different users.
Testing how your new and returning customers, for example, respond to the same experience is a robust test we know can deliver radically contrasting results.
Most ecommerce brands have many different customer segments that exhibit different behaviors. These segments often also have sharply different value to the business. It’s not uncommon for an ecommerce business to derive the majority of its revenue from just a small percentage of its customers. So, by testing these segments against each other, you’ll also be able to glean valuable insights into potential acquisition strategies.
Acquisition
When a client’s been using our platform for a while, we’ll often discuss customer acquisition tactics and traffic source segmentation. This isn’t typically where we start with new clients, but we arrive there after laying the foundation of their testing strategy.
We ask customers about customer acquisition to understand where they’re getting their traffic and the rationale behind their strategy. We then feed data insights back upstream and help customers understand how they can get more high-converting traffic onto their site.
4. Store your Customer Data Safely for 365 Days with Stable ID
In the Safari browser, which is used by 11% of desktop users and 51% of mobile users worldwide, Apple restricts third-party cookie tracking to just seven days. From an ecommerce marketer’s perspective this is a big problem — and the outlook is even bleaker when you consider what’s in the pipeline at Google. Their plan is to completely deprecate third-party cookies in the second half of 2024.
These changes will be damaging to ecommerce websites because online sales cycles are typically much longer than this. Effectively, Apple’s – and soon to be Google’s – limits on third-party cookie storage prevents you from running experiments designed to help you nurture leads through the funnel.
Instead, you can only test against people who buy quickly — or only once. Repeat buyers and slow buyers alike are soon-to-be almost completely eliminated from your data, which provides a distorted picture of on-site behavior that can leave you optimizing for the wrong things.
But there is a solution. At Yieldify, we’ve developed a feature to help you navigate the challenges of the ever-evolving data tracking landscape: Stable ID.
Stable ID lets you store customer data for 365 days, ensuring you have complete understanding of your customers – regardless of which browser they’re using.
If you’d like a preview of how you can launch and execute a successful A/B testing strategy with Yieldify, feel free to schedule a discovery call here. An advisor from our team will be delighted to share more.
2. Justuno
Justuno is an AI-powered conversion optimization platform that offers A/B testing capabilities. It provides a range of features, including advanced pop-ups, on-site messaging, and real-time behavior tracking. By utilizing visitor intelligence technology and analyzing billions of data points, Justuno creates visitor profiles for intelligent segmentation and targeting. It enables marketers and retailers to capture and convert leads faster with personalized promotions based on rules such as visit frequency, geolocation, scroll percentage, cart value, and previous engagements.
Justuno offers its users extensive personalization and targeting, implemented through Google tag manager, but loses points integrating with email marketing tools like MailChimp.
Justuno features:
- Pop-Up Types
- Mobile Optimization
- Targeting
- E-Commerce Integrations
- Lead Monitoring
- Mobile and desktop data capture
- Analytics reporting
Pricing: Starting from $24/ per month
3: Dynamic Yield
Dynamic Yield is an AI-powered personalization platform that has an A/B testing functionality. It aims to deliver individualized experiences across various customer touchpoints, including web, apps, email, kiosks, IoT, and call centers. The platform provides data management capabilities for a unified customer view, facilitating the creation of highly targeted digital interactions. Marketers, product managers, and engineers use Dynamic Yield for launching personalization campaigns, conducting A/B tests, leveraging machine learning for recommendations, and utilizing algorithms for smart email and push notifications.
Easy to use and make no-code modifications to, Dynamic Yield falls down in the area of testing versatility and comes at a steep price for the functionality.
Dynamic Yield features:
- Customer Segmentation
- Personalization and Targeting
- Deep Learning-Based Recommendations
- Triggering Engine
- Behavioral Messaging
- A/B Testing and Optimization
Pricing: Contact Dynamic Yield’s sales team for more information on pricing
4: Insider
Insider Growth Management Platform (GMP) is a martech platform that offers A/B testing and optimization features. It provides behavioral targeting, predictive segmentation, and real-time analytics. GMP consolidates various technologies into a single tech stack, allowing marketers to deliver personalized experiences and make data-driven actions.
A key feature of GMP is Ad Audiences, which integrates adtech and martech by using predictive segmentation technologies. The platform collects data from multiple channels and automatically segments visitors using machine learning algorithms. It offers a single dashboard for marketers to make informed decisions. Through the Ad Audiences module, marketers can optimize their marketing spend by pushing predictive segments into third-party ad platforms like Facebook and Google AdWords.
Insider Features:
- Predictive modeling and segmentation
- A/B/n Testing
- On-site Notifications
- Recommendation Engine
- Surveys
- Web Push Notifications
- A/B testing
Pricing: Contact Insider’s sales team for more information on pricing.
5. ConvertFlow
ConvertFlow is an all-in-one conversion optimization platform that offers A/B testing capabilities. It allows B2B businesses to create personalized campaigns, forms, landing pages, and more without requiring coding or developers. With ConvertFlow, users can build and test landing pages at scale, launch intelligent multi-step popups, segment the audience using quizzes and surveys, utilize sticky bars and site messages to guide visitors towards conversions, and target specific messages based on factors like page URL, past site behavior, geolocation, and CRM data.
With extensive segmentation options, ConvertFlow is responsive to specific business needs; CRM integrations include the ability to segment based on custom CRM fields. A slightly clunky builder and difficulties duplicating campaigns are common bugbears; more serious is difficulty sharing reports with non-users and occasional server outages, as well as implementation challenges for Google Analytics on landing pages.
ConvertFlow features:
- Pre-Designed Templates
- Pop-Up Types
- Mobile Optimized
- Triggered Campaigns
- Analytics Reporting
- Personalization
Pricing: Starting from $99 per month.
6. Personyze
Personyze is a personalization and A/B testing platform that helps businesses deliver tailored experiences. It offers features like segmentation, recommendations, and behavioral targeting.
Personyze has a very short learning curve and extensive personalization options. Users praise its usefulness in targeted mass marketing, while bemoaning its lack of training features and occasionally-confusing interface.
Personyze features:
- Targeted & Personalized Email
- Product Recommendations
- Content Recommendations
- A/B Testing
- Pop-ups and Banners
- Detailed Analytics & Reporting
Pricing: Freemium available. Lite version starting from $250/mo
7. Emarsys
Emarsys is a customer engagement platform that offers a suite of tools for marketing automation, email marketing, customer engagement, customer intelligence, and predictive recommendations.
It enables users to automate personalized campaigns across multiple channels, tailored to each individual consumer’s behavior. Emarsys helps businesses engage with their customers by providing tools for targeted messaging, personalized recommendations, and customer insights.
The platform allows marketers to optimize their campaigns through A/B testing, ensuring that they deliver the most impactful and relevant experiences to their customers. Emarsys aims to enhance customer engagement and drive business growth through effective marketing automation and personalization strategies.
Emarsys features:
- WYSIWYG email editor
- Dynamic content
- A/B testing
- Mobile optimization
- Email deliverability reporting
- Triggered drip sequences
- Lead scoring and grading
Pricing: Speak to Emarsys’ sales team for more information on pricing.
8. AB Tasty
AB Tasty is an A/B testing and personalization platform that empowers businesses to create experiments without coding. It offers targeting, segmentation, and real-time analytics features.
AB Tasty’s AI-powered experimentation and personalization platform aims to help businesses increase conversions and revenue across their digital assets. Users can conduct various testing methods such as A/B, split, multivariate, and multipage testing, as well as implement personalization strategies. The platform also provides a dynamic widget library that allows users to add features like pop-ins, surveys, chat functions, and countdown banners to enhance the user experience.
AB Tasty features:
- A/B experiments and testing
- Multivariate testing
- Multi-page/funnel testing
- Mobile app testing
- Test significance
- Visual / WYSIWYG editor
- Advanced code editor
Pricing: Contact AB Tasty’s sales team for more information on pricing.
9. Optimizely
Optimizely is an A/B testing and experimentation platform that offers a range of features for B2B companies. Their web experimentation tool aims to optimize digital experiences, products, commerce, and campaigns by replacing guesswork with evidence-based results. It helps product and marketing professionals accelerate innovation, reduce the risk of new features, and increase the return on investment from digital initiatives.
Optimizely offers a suite of tools. Here, we’re just talking about its Web Experimentation tool, widely praised in the industry for its data accuracy. However, even small changes can require developer support to implement successfully and its training and documentation can be challenging to understand.
Optimizely features:
- A/B Testing
- Behavioral Targeting
- Feature Testing
- Reporting and Analytics
- Multivariate testing capacities
- Concurrent Testing
- Mobile Testing
Pricing: Speak to Optimizely for more information on pricing.
10. Kameleoon
Kameleoon is a personalization and A/B testing platform that enables businesses to deliver tailored experiences to their customers. The platform offers advanced targeting capabilities, AI-powered recommendations, and real-time analytics. With a user base of over 500 corporate and enterprise companies in North America, Europe, and Asia Pacific, Kameleoon helps brands optimize their digital experiences and products. The platform is compliant with GDPR, CCPA, and HIPAA regulations, ensuring data privacy and security.
Kameleoon’s A/B testing, full-stack, and AI-powered personalization solutions are designed to assist marketers, product owners, and developers in enhancing customer engagement and maximizing conversion rates across all channels.
Kameleoon features:
- A/B experiment testing
- Split URL testing
- Multivariate testing
- Cross-browser testing
- Mobile app testing
Pricing: Speak to Kameleoon for more information on pricing.
11: Monetate
Monetate is an optimization and personalization platform with A/B testing capabilities. It focuses on providing ecommerce personalization software for consumer-facing brands, aiming to create individualized experiences that enhance engagement and business performance. The platform is designed to integrate seamlessly with a user’s marketing stack and operates in real-time, utilizing machine learning for 1-to-1 personalization, testing, experimentation, and scalable product recommendations.
Monetate’s history-based recommendation feature is popular among users, and biweekly support calls help new customers accelerate their journey to the product’s value. However, some users say the back end is somewhat dated and reports can be complex
Monetate features:
- Testing
- Segmentation
- Machine Learning
- Data Integration
- APIs
Pricing: Speak to Monetate’s sales team for more information on pricing.
12. SiteSpect
SiteSpect is an A/B testing and optimization platform that helps businesses improve conversions and user experiences. It allows users to test changes to their website, mobile experience, and other digital properties.
The platform empowers marketers, developers, and IT professionals to create and run tests, enabling data-driven decision-making, increasing engagement, and enhancing site performance. SiteSpect is designed to provide businesses with the tools and capabilities to optimize their digital properties and deliver the right experience to website visitors at the right time.
Widely viewed as an exhaustive testing tool, but one that has trouble integrating with custom customer data platforms. SiteSpect has solid, flicker-free performance but requires some front-end developer support to get the best out of the tool
SiteSpect features:
- A/B testing
- Split URL, Multivariate and Cross-browser testing
- Mobile app testing
- Test significance
- Client-side and Server-side tests
Pricing: Speak to SiteSpect for pricing information.
13. UserTesting
UserTesting is a user research and usability testing platform that allows organizations to gather human insights and optimize user experiences. While its primary focus is on user testing, it also offers A/B testing capabilities. The platform aims to empower businesses to deliver the best customer experience by providing on-demand access to human insight. UserTesting enables companies from various industries to make accurate customer-centric decisions at every level, ensuring that business moves at the speed required to meet customer demands.
Boasting reliable support and easy, straightforward test creation, UserTesting is better at generating qualitative than quantitative data, and getting the tool to give you numbers to work with can be tricky and time-consuming.
UserTesting features:
- Surveys
- Video Snippets
- Recruitment Pool
- Analytics
- Media Library
Pricing: Speak to UserTesting for pricing information.
14. Taplytics
Taplytics is a mobile A/B testing and optimization platform that enables businesses to test and iterate on mobile app experiences. The platform offers features such as push notifications, in-app messaging, and analytics.
The visual editor provided by Taplytics allows for lightweight code-free visual web tests that improve conversion rates. Additionally, Taplytics offers feature management capabilities, allowing businesses to roll out and control feature access for different user groups, including beta testers. Overall, Taplytics provides valuable tools for mobile app optimization and feature management.
Taplytics’ goal setup can take some getting used to, though plenty of marketers think the results are worth the effort. It suffers from a lack of native integrations.
Pricing: Speak to Taplytics for pricing information.
15. Apptimize
Apptimize, now part of Airship, is a mobile A/B testing and feature management platform that helps organizations enhance their native iOS and Android apps.
With Apptimize, product teams can efficiently run A/B tests, make instant updates, and personalize user experiences through staged and segmented rollouts. The platform enables businesses to experiment with different features, designs, and messaging within mobile apps, aiming to improve acquisition, engagement, and retention. Apptimize provides organizations with the tools and capabilities to optimize their mobile apps and deliver enhanced user experiences.
Easy to use and effective, Apptimize is a solid performer on mobile, though the richness of its data dashboards can be confusing to new users. Integrations are simpler than with many other tools but a transaction-based pricing model can send costs spiraling.
Apptimize features:
- A/B Testing
- Conversion Goals
- Multivariant Testing
- Segmentation
- Reports and Dashboards
- Standard Targeting
- Custom Targeting
- QA Testing
Pricing: Speak to Apptimize for pricing information.
16. Split
Split is a feature experimentation platform that enables businesses to roll out new features and test them with different user segments.
It combines feature flags with data-driven insights to measure the impact of each feature. Split is used by engineering teams at companies like Twilio, Salesforce, and WePay to reduce software development cycle time, mitigate release risk, and create a data-driven culture.
The platform provides features such as approval workflows, alerts for detecting errors or performance issues caused by new features, and data pipeline integrations for easy ingestion of event data. Split prioritizes data privacy, fault tolerance, and feature synchronization, empowering businesses to turn their ideas into successful features based on measurable impact from statistically rigorous A/B tests.
Split features:
- Feature Flags
- Feature Monitoring
- Experimentation
- Dynamic Configurations
- Approval Workflows
Pricing: Speak to Split for more information on pricing.
Conclusion:
A/B testing can light the runway to real, lasting, significant gains in all the numbers you care about. It can help you make data-driven decisions about every element of your core web assets. Or it can suck up a lot of time and deliver in 5% increments that take you nowhere fast. The difference lies in the tools you choose and how you implement them.
Tools that let you implement A/B/n tests quickly and safely will offer you a quicker, safer and more convenient route to high-confidence test results that you can use to make impactful decisions.
If you’d like a preview of how you can launch and execute a successful A/B testing strategy with Yieldify, feel free to schedule a discovery call here. An advisor from our team will be delighted to share more.