Best A/B Testing Tools Compared

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After reviewing eight different solutions in this category, we found VWO to be our favorite A/B testing tool (that isn’t our own). It stands out from many other A/B tools on the market with its adaptability to handle both simple and complex experiments for different use cases. While VWO is our favorite tool, it’s not the only option to consider. Read on to find the best A/B testing tool for your unique needs. 

Top A/B Testing Tools: Golden Eggs

Below, you’ll find our Golden Eggs—the top-rated A/B testing tools in our eyes that can fit the needs of the widest range of users.

VWO offers an array of A/B testing capabilities and deep behavioral analytics to support personalized web experiences. Sign up for your 14-day free trial to get started.

Unbounce is an AI-powered landing page solution with built-in A/B testing capabilities that is a great solution for design firms. Try it for free for 14 days. 

Crazy Egg is our very own A/B testing tool that makes it easy for absolutely anyone to test their websites, landing pages, and product pages without any coding knowledge. Start your 30-day free trial today.

AB Tasty supports A/B and multivariate testing for websites, apps, and digital products. Schedule a free demo and get your custom quote to learn more. 

Crazy Egg's Golden Eggs: Top A/B testing tools.

A/B Testing Tools Review Process

What we’ve set out to do with these reviews is to make it easy for you to find the solution that fits your needs. To that end, we’ve organized the reviews in this post by unique use cases—the most common situations where a reader like yourself would need a quality A/B testing tool. 

The platforms reviewed for each use case are there because they excel at being used for that purpose above the alternatives on the market. When researching these providers and the category at large, our team identified three main use cases:

These scenarios cover a lot of what you’d want an A/B testing tool to handle, but our reviews below dive into the details and present each tool’s highlight features.

Feel free to jump right to the one that fits your own situation best. Or, read through all of our reviews to understand all the different ways these A/B testing tools rise to various challenges. 

The Best A/B Testing Tools for Campaign Landing Pages

Landing page optimization is critical for marketing campaigns. You must be able to A/B test different versions of your landing pages to see which variations lead to higher conversions. The best tools in this category make it easy for you to test for different goals and integrate seamlessly with other software you’re using (like your ecommerce platform) to help you track and measure success. 


VWO brand logo.

VWO supports sophisticated A/B tests without making the platform difficult to use. Marketing teams can use this tool to run in-depth landing page tests without having to rely on developers or engineers for assistance. If you’re a non-technical user but want something advanced for your experiments, look no further than VWO.

One unique standout of VWO is its ability to run multiple experiments simultaneously without any conflicts. This is perfect for those of you juggling multiple campaigns at once but doesn’t want to waste valuable time testing each one’s landing pages individually.

Use VWO to run A/B tests on your upcoming webinar landing page, product pages, opt-in forms, and more. Each of these may have different goals or focal points, but VWO can test them all and keep results appropriately segmented. 

Crazy Egg

Crazy Egg brand logo.

We at Crazy Egg are proud of our A/B testing tool, which we think is arguably the easiest tool to get the hang of on the market today. Unlike other options that require some degree of coding knowledge and complex setup, anyone can deploy Crazy Egg and start testing their site’s landing pages with ease. 

This tool is perfect for people who want to run continuous A/B testing on different landing pages. For example, you might start by changing the header copy of a page. Once you get the results from that experiment, you can move forward by testing different featured images. From there, you can test your CTA button copy or color and on and on until you determine the perfect page setup. 

And we all know campaign goals change. So, too, might your target prospects’ or visitors’ preferences. Crazy Egg is agile enough to switch gears on a dime without having to go through a complicated new setup of your A/B experiments.

Crazy Egg also makes it easy for you to track the real-time results of your campaigns so you can make data-driven decisions before moving on to the next experiment. And, perhaps best of all, we’ll let you try it for free for a full 30 days. 

AB Tasty

AB Tasty brand logo.

AB Tasty is a solid solution for marketers and product managers that want to run in-depth experiments to improve the customer experience. You can quickly test and deploy different ideas based on unique goals and campaign setups. 

The cool part about AB Tasty is that it’s highly personalized. In addition to running basic A/B tests where the traffic is randomly split between visitors, you can set up AI-powered page variations that target specific users based on unique segmentations. 

For example, you might have two website visitors who each land on the same page of your site. But they each took different journeys to get there. AB Tasty lets you set up landing page variation experiments that depend on visitors’ origins and changes landing page elements to align with each user journey. 

If you’re looking for an advanced solution for building and managing personalized landing page campaigns, AB Tasty has you covered.


ClickFunnels brand logo.

ClickFunnels is a versatile marketing platform with a suite of tools that go beyond basic A/B testing. This platform is ideal for membership websites, online courses, ecommerce sites, and any site that wants to test different sales funnel variations. You’ll have access to A/B testing capabilities included with every ClickFunnels subscription.

ClickFunnels can be used for both simple and complex A/B tests. If you just want to optimize your landing page performance, you can quickly test different variations of headlines, copy, value propositions, and more without worrying about complex details. 

But, if you want to go deeper, you can use ClickFunnels to test multiple landing pages throughout an entire sales funnel or customer journey. You can start with multiple versions of your homepage, then see how traffic looks when a homepage visitor navigates to a landing page, and so on. 

It’s arguably the best option for landing page optimization when you want to test multiple pages in a particular flow. ClickFunnels will help you create the best possible offer at each stage.

The Best A/B Testing Tools for Redesigning Your Website

Website redesigns typically require more than just changing one or two elements on a page. Here, you should look for tools that let you test two completely different versions of pages—so you’ll want to prioritize tools with both split testing and multivariate testing capabilities. Aside from conversions, you’ll also want to track and measure KPIs like bounces and clicks. 


VWO brand logo.

VWO is perfect for website redesigns because it has a simple and intuitive visual editor. You won’t have to hire a web designer or outsource your new design to an agency. VWO makes it easy for anyone to redesign every element of a site with its point-and-click editing toolkit. 

The platform also supports split URL tests, so you can run completely different versions of your site designs, as opposed to just changing one element on the page. This is a great tool to consider if you want to experiment with a new design before moving away from your current one. The split testing feature helps ensure that your changes will actually generate higher results before you start sending all of your traffic to a particular URL. 

VWO is also able to track visitor behavior. You can go deep and track things like time spent on a page, exit intent, page scroll percentage, clicks on specific page elements, and more. All of this is extremely useful for redesigns, as it gives you a holistic view of how your new designs are impacting user behavior. 


Unbounce brand logo.

Unbounce uses AI to automatically build and design high-converting pages. This is perfect for anyone who wants to redesign their website as quickly as possible. The platform even has tools for AI copywriting, so you can generate or expand upon your landing page copy in seconds. 

Users love Unbounce because it’s so adaptable to their skill level. Non-technical users can use the platform to redesign landing pages and run experiments without writing a single line of code. But web designers with advanced coding knowledge can get deep into the weeds with experiments using the languages that they’re comfortable with. The choice is completely in your hands. 

With Unbounce, you can even build and test site variations that go beyond the page. Maybe you want to redesign your homepage with a sticky bar. Or, maybe you want to test product pages with pop-ups for promotions. All of this is possible when with Unbounce. 

Google Optimize

Google Drive brand logo.

Google Optimize is a free web analytics and testing tool. Built on top of Google Analytics, is an excellent resource for anyone who wants to use existing website data to make informed design changes. You can quickly identify different areas of your site’s design that need improvement. 

While the platform itself is very easy to use, the statistical models happening behind the scenes at Google Optimize are highly sophisticated. It uses real-world testing of your experiments with advanced targeting to give you the most accurate results. 

You can even use Google Optimize to redesign specific pages that are targeted for specific user experiences. In addition to basic A/B tests, Google Optimize also supports split URL testing and multivariate testing—meaning it has everything you need for effective redesign experiments that are backed by testing data. 

The Best A/B Testing Tools for Web Design Agencies

Web design agencies need A/B test tools that support all of the basic and advanced features to run different tests. But in addition to A/B, split, and multivariate testing capabilities, you’ll also want to look for solid reporting features so you can present data-backed results to your clients and justify the next steps to take. Some of your clients may also want to access the platform, making the ability to add guest accounts and set up granular permissions at the user or account level also useful.


Unbounce brand logo.

Unbounce has specific solutions built for agencies, which isn’t something you’ll find from every A/B testing tool on the market. You’ll still have access to Unbounce’s AI-powered page builders and tools for optimizing traffic. So, whether your designers are technical or non-technical, Unbounce has different options for them to use as they’re building pages and running tests.

Onboarding new clients to Unbounce is very easy. You can quickly set up custom domains for each client and manage all of your accounts from a single dashboard. Switching between different portfolio views is easy, perfect for your designers who are working on multiple websites simultaneously. 

You can add an unlimited number of collaborators to your Unbounce account. Unbounce also gives you complete control over user permissions, controlling who can view or edit work. You might want to give your clients access to their portfolios as a viewer, but you wouldn’t want them to see other portfolios or let them make any changes while they’re on the platform, for example. 

From simple account management to advanced reporting, Unbounce has everything web design agencies need to succeed with A/B testing for every client. 


Omniconvert brand logo.

Omniconvert has been used to run experiments on more than 21,000 websites. The platform has different testing tools for goals related to conversions, customer retention, audience insights, and more. In terms of A/B testing, you can mix and match over 40+ segmentation parameters to truly test pages based on visitor behavior and other valuable information, allowing for highly personalized web experiences.

Web design agencies love that Omniconvert supports unlimited subaccounts. This means that you can continue expanding your design team and adding new customers without adding to your bill. You can also sign up for a plan that supports unlimited websites, so you’ll never outgrow Omniconvert, no matter how many clients or projects you’re juggling. 

Omniconvert has advanced reporting features so you can show your clients the reasoning behind your design choices. Every decision you make on their sites can be supported and justified by data-driven insights. 

Further Reading

Over the years, our team here at Crazy Egg has extensively covered the topic of A/B testing. The reviews, how-to tutorials, in-depth guides, and additional resources below will help you take your A/B tests to the next level:

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