A/B testing is an established discipline. Choosing a suitable A/B testing tool is no longer a challenge. But the issue is selecting the best option.
One of the most popular A/B testing tools ever will no longer be available according to Google’s announcement that Google Optimize would be discontinued in September 2023.
You almost surely do A/B tests if you work in conversion optimization, whether you are an agency, an employee, or a consultancy, and Google Optimize Sunset will probably have an impact on your tech stack.
Although you could hire someone full-time to sort through and weigh the advantages and disadvantages of each tool, it’s simpler to gain insight from other people’s decisions and experiences.
To assist you in making that choice, we’ve put up a list of the best A/B testing tools along with related reviews from A/B testing specialists.
Google Optimize and Optimize 360, sunsetting in 2023
A fantastic Google tool called Google Optimize allows you to test and modify several versions of your website. Although Google has stated that Optimize will be discontinued on September 30, 2023, it is still a fantastic alternative for your A/B testing efforts.
(Source: https://marketingplatform.google.com/about/optimize/ )
The primary selling points of Google Optimize were its initial free edition and its integrated interaction with Google Analytics, which gave you instant access to detailed behavioral analytics. Also, it made it simple to target the beneficial segments you’d already found using Analytics.
Without a doubt, optimize was among the top CRO/optimizer solutions available, and with its retirement, all businesses will have to dig deep and hunt for alternatives to maintain their experimental programs.
Here are some further suggestions we have for A/B testing software:
A/B Smartly
A/B Smartly is a platform enabling advanced product and data science teams to conduct experiments. It was created by the group behind Booking.com’s experimental platform, which also included the company’s former head of experimentation.
(Source: https://www.absmartly.com/ )
Peep Laja and Georgi Georgiev, two notable experimenters who serve as advisors, as well as others, assist with marketing, message, statistical design, and test analysis.
The degree of training and support offered by A/B Smartly in comparison to other A/B testing providers is one of the greatest differences: With A/B Smartly, you can take advantage of training sessions taught by professionals with over ten years of expertise in experimental schemes. You can even speak with these experts in real-time using Slack or video calls.
Given its data deep-dive capabilities and its segmentation and filtering choices, it is a potent platform for debugging outcomes. It works with apps, websites, client-side and server-side code, and it is constantly adding additional features like multi-stage triggering and sequential testing.
For product and data teams looking to maximize user experience across the board, it’s an all-around comprehensive solution.
AB Tasty
For businesses who are just getting started with conversion optimization, AB Tasty is an affordable, easy-to-use solution.
(Source: https://www.g2.com/products/ab-tasty/reviews )
A/B testing, split testing, multivariate testing, and funnel testing are all capabilities of AB Tasty. You can easily create variants and tests with AB Tasty’s visual editor, and you can get real-time reports with confidence levels for your objectives.
The ability to start tests based on URLs, geography, demographics, and other factors gives you complete control over testing at the same time. The platform’s data can also be improved by incorporating pre-existing data from CRMs and DMPs.
Adobe Target
A well-liked business product called Adobe Target combines customization and targeted testing.
In a three-step workflow, Adobe Target guides you through the creation of the variant, targeting it based on visitor segmentation, and finally customizing the test’s objectives and parameters. With the importance placed on targeting, it should come as no surprise that automatic personalization is Adobe Target’s most intriguing feature.
To provide you with the greatest results, Target’s self-learning algorithm continuously and automatically makes adjustments to create links between visitor behavior and content. The demands of various visitors can be better met via real-time content customization.
Statsig
Statsig is a platform for product observability that makes it much easier to measure the effects of your growth experiments and product enhancements.
(Source: https://www.statsig.com/how )
It functions by taking the events from your experiments and turning them into insightful data processing. Their team claims that Statsig increases experiment velocity by a factor of 10 and that you may perform tests automatically with no complicated setup by simply logging events.
With a layout that reveals the most important insights from all the experiments you’re conducting and from how users are interacting with your features, it has one of the most user-friendly user interfaces on our list.
Split.io
Split.io, a platform for feature delivery that is yet another, is concentrated on speed and dependability with a goal of cutting cycle times and minimizing risks with each feature release.
Split makes it simpler for product managers to deal directly with each release without overly depending on developers by enabling you to update some feature attributes without having to publish new code.
It also keeps track of any issues that the release of a product might create, and it notifies you if a feature has the potential to hurt your metrics. In that situation, a kill switch will allow you to immediately deactivate it. With the majority of data platforms, including Sentry, Segment, and Google Analytics, integration is simple.
GrowthBook
GrowthBook is an open-source feature deployment tool that enables A/B testing to gauge impact.
It’s a fantastic tool for experiment reporting and tracking features, and even though it’s a more recent tool than others on this list, it’s very simple to customize to your needs. For example, you could use it as a full-stack experimentation platform, an engineer feature flagging tool, or an analysis engine for data teams.
Moreover, it can be easily integrated with the majority of SQL sources, and setting it up for Google Analytics is simple.
It also keeps track of any issues that the release of a product might create, and it notifies you if a feature has the potential to hurt your metrics. In that situation, a kill switch will allow you to immediately deactivate it. With the majority of data platforms, including Sentry, Segment, and Google Analytics, integration is simple.
Eppo
Eppo is a platform for product experiments that intends to cover all phases of the experiment lifecycle, from planning through setup, tracking, and monitoring, to reporting and deriving insights from experiment findings that can be put to use.
The foundation of Eppo is its ability to be collaborative, privacy-friendly (it doesn’t egress user data), democratized, and intuitive. You can scale experimentation in just about any use case you can think of by centralizing experimentation on a single platform.
Moreover, BigQuery, Optimizely, Snowflake, and a number of other technologies are simple to combine with it.
Apptimize
A testing tool with a mobile optimization focus is called Apptimize. If your organization relies heavily on mobile platforms, this is the best option.
With the full-control visual editor that Apptimize provides, you can quickly create new versions and target them to various user groups. Further dynamic code blocks and versions that support Objective-C, Swift, Java, HTML5, Xamarin, and React Native are also available. Additionally, their randomized experiment design process guarantees that the outcomes of your research will be statistically significant.
Conductrics
Conductrics is a cutting-edge platform that enables approaches like A/B testing combined with machine learning to automatically deliver the best experiences for each user.
It may be used as a client-side or server-side tool, and you can essentially configure it anyway you want to use it.
For programmer that really want to handle adaptive learning personalization or need a lot of interaction flexibility, Conductrices is a useful tool.
Compared to extremely basic tools like Optimizely or VWO, it does require a lot more knowledge and learning time, but in the end, it may offer much better functionality and versatility than almost any other product on the market. Excellent tool for programs that go beyond the capabilities of typical tools but are not Fortune 100-sized.
Convert
Small to medium-sized clientele and companies that perform internal optimization are ideal candidates for Convert. It is well-regarded for its top-notch live chat customer service.
An easy drag-and-drop interface is used by Convert. With the help of the built-in visual editor and the more sophisticated style sheet editor for dynamic pages, you can construct A/B, multivariate, multipage, and split tests, giving you total control over your content.
It also supports easy interaction with Google Analytics and quick onboarding of your CMS and e-commerce platform. With more than 35 different components you may utilize to create client profiles, personalization is also a choice.
Any CRO agency or end-user client that also examines Optimizely and VWO should take into account and evaluate Convert as well. They provide testing capabilities that are comparable to theirs globally, but at a lesser price if you move over Optimizely’s free tier.
The Convert team has extensive testing knowledge and goes above and above to provide unmatched help while you are creating or executing your tests. They will, in my experience, help you with any technical matters and problems and find solutions for you as part of their strategies.
Dynamic Yield
A potent collection of personalization and engagement tools is called Dynamic Yield.
You’ll have access to many tools with Dynamic Yield. The ability to continuously A/B test and optimize across platforms is the most significant feature (desktop, mobile web, apps). These tests are predictive in nature and make use of machine learning algorithms’ ability to raise ROI over time.
However, Dynamic Yield focuses on cutting-edge omnichannel customization solutions. Every user contact and response may be segmented and quantified, allowing you to dynamically modify your content to best suit each user. To get the most out of this particular tool, combine your segments with customized notifications.
Evolv
Evolv is a next-generation testing SaaS that combines conversion optimization and machine learning methods.
You can conduct goal-oriented experimentation with Evolv. After you’ve established your objectives and KPIs, it uses machine learning to test as many concepts as is practical.
Evolv can optimize aspects including copy, button styling, background pictures, slider treatment and timing, image order, and more. It also covers the full user experience. Doing multivariate tests on a large scale is one of Evolv’s greatest advantages.
Conclusion
There you have it: a review of the best A/B testing tools from industry professionals.
While each has its own advantages and disadvantages, it’s probable that you’ll need to do some strategic planning and research to find the answer that works for your company and particular circumstances. Hopefully, these reviews will be
