Feature Comparison:
A/B Testing and Split Testing Tools

If you're serious about Conversion Rate Optimization, running A/B tests is a no brainer and choosing an A/B testing tool is often the starting point of your optimization program.

But there are many platforms available on the market and shopping for the best A/B testing software may sound overwhelming. How should you choose between vendors like AB Tasty, Optimizely, VWO, Google Optimize, Maxymiser, Adobe Target and many more?

Plus, these tools aren't limited to running A/B tests, split tests or multivariate tests. They all, to some extent, offer personalization features to adapt your website, content and messages to specific audience segments. The line between A/B testing tools and Personalization platforms is getting blurry, which means you have even more alternatives to evaluate, like Qubit, Dynamic Yield, Monetate and others. Some of them also provide you with actionable user insights thanks to features like session recordings, heatmaps or surveys

As a result, you can either choose a specialized testing tool or a complete Conversion Rate Optimization suite like AB Tasty. Having everything in one place could help you better understand your audience and build a strong testing and personalization strategy to constantly improve user experience and boost conversions.

What are the key features to look for when selecting an A/B testing software?

How do these players stack up when it comes to this feature list? We won’t go through a comprehensive comparison of all these A/B testing tools: each has its own focus and answers specific needs. Also, each targets a specific client tier (Enterprise, Small and Midsize Business - SMB) and therefore has different price points and pricing plans.  For A/B testing software reviews, visit TrustRadius.

Besides, criteria highly dependant on your company should be taken into account, like your maturity level, previous experiences with other software, technical expertise or access to IT resources, budget, team organization, etc.

Here is our comparison of A/B testing tools and split-testing software.

CRO Software Comparison

AB Tasty
AB Tasty
Optimizely
Optimizely
VWO
VWO
Google Optimize
Google Optimize
Adobe Target
Adobe Target

Headquarters

France USA India USA USA

Services

Dedicated Local Customer Success Managers
Optimize 360 only
Online support (chat, email)
Certified Partner Network

User Insights

Heatmaps
Session Recording Integration with Hotjar
NPS Surveys
Custom Surveys Integration with Google Forms Integration with Hotjar

Client-Side Testing

A/B/n Testing
Split Testing
Multivariate Testing
Funnel Testing
Multi-Armed Bandit Optimization [?]
In Beta
WYSIWYG Editor
Responsive Editor
Behavioural Targeting
Enterprise plan only

Server-Side A/B Testing

Testing API
Mobile App Testing via Firebase

Personalization

Personalization Capabilities
Enterprise plan only
Marketing Campaigns [?]
Product & Content Recommendations
Enterprise plan only

Premium plan only

Third Party Integrations

Web Analytics
GA only
DMP, CRM & Data Onboarding Audiences
Enterprise plan only
GA audiences and
Optimize 360 only
Compare Compare Compare Compare

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