11 Best A/B Testing Tools and Software For 2025

Introduction

Thinking about optimizing your website or app? A/B testing is the way to go. It helps you compare different versions of your pages to see which one performs better. Know about the benefits of A/B testing. For testing you can use different available tools or set it up yourself. However, using a software or tool has many advantages such as in-built reporting, providing insights and making your life easy (if you select the right one). 

But with so many options out there, which testing platform should you choose? Here's a list of the 11 best A/B testing tools and software you should check out in 2025. But let's first see what features a good tool should have.

Features Of Best A/B Testing Tool

A great A/B testing tool should have some key features that differentiate it from others. Such features you should keep an eye out for are:

• Easy to use: Simple and straightforward setup.
• Detailed reports: Clear insights and analytics.
• Targeted testing: Ability to focus on specific user groups.
• Test multiple things: Supports testing of several elements at once.
• Works well with other tools: Seamless integration with other platforms such as your CMS.
• Instant feedback: Real-time data and results.
• Custom experiences: Personalized content for different users.
• Grows with you: Scales up as your business expands.
• Helpful support: Access to customer service and learning resources.
• Keeps data safe: Strong security and privacy measures.

A/B Testing Tools You Should Check Out

Let's look at our selected 11 best A/B testing tools you should try:

1. Optimizely
2. Statsig
3. Visual Website Optimizer (VWO)
4. Adobe Target
5. Unbounce
6. Convert
7. Kameleoon
8. Crazy Egg
9. AB Tasty
10. Freshmarketer
11. SiteSpect

1. Optimizely

Optimizely is a powerful and user-friendly A/B testing tool. It's packed with features that make it easy to run tests and see what works best for your users. Its feature of running unlimited simultaneous experiments makes Optimizely a unique tool for A/B testing.

Features:

• Full Suite of Tools: You get A/B testing, multivariate testing, and personalization all in one place.
• Powerful Experimentation: Run A/B and multi-page experiments seamlessly.
• Visual Editor: Create experiments easily without needing in-depth coding or a developer.
• Custom Segmentation: Target specific user groups based on factors like location and demographics.
• Detailed Analytics: The Stats Engine provides statistical confidence analysis and detailed reports on your experiments.
• Flicker-Free Testing: Use synchronous timing for smooth client-side experiments or Optimizely Full Stack for server-side tests.
• Seamless integrations

Best For: Optimizely is great for large and growing businesses that need advanced features.

Pricing: Upon request

2. Statsig

Next on our list is Statsig. This one is mainly for developers and product teams. It provides testing tools for A/B testing, feature flags, and data analysis.

Features:

• A/B Testing: Conduct experiments on users and devices with different versions.
• Intuitive Interface: Easy for both tech-savvy and non-technical users.
• Feature Flags: Control and roll back feature releases smoothly.
• Data Analysis: Get insights from experiments with built-in metrics and advanced analytics.
• Native Data Warehouse Experimentation: Analyze experiment data directly in your warehouse without exporting.
• Open-Source SDKs: Customizable and transparent code for easy integration.

Best For: Large organizations conducting extensive experiments.

Pricing: Has free tier, pro tier for 150$/month, and custom tier.

3. Visual Website Optimizer (VWO)

VWO is another popular A/B testing software known for its user-friendly design and features. It offers multiple testing, from A/B testing to multivariate and split URL testing. 

VWO works so well with other tools, letting you send data to them easily. So, all your platforms stay connected, and your work becomes simpler.

Features:

• Multiple Test Types: Create and run A/B, multivariate, and split URL tests simultaneously.
• Intuitive Editor: Use a point-and-click visual editor for easy changes or a code editor for more complex tests.
• Audience Segmentation: Import audience segments from third-party tools or use pre-defined segments for your tests.
• SmartStats: Get in-depth reporting on test outcomes using Bayesian statistical analysis to understand significance.
• Flicker-Free Testing: Client-side testing with asynchronous loading and server-side testing with VWO FullStack.
• Heatmaps and Session Recordings: Visualize user behavior and see real interactions.
• Integrations: Works well with Google Analytics, HubSpot, and other tools in your tech stack.

Best For: Small to medium-sized businesses and marketers

Pricing: Free starter pack. Paid planning starts at $308/month.

4. Adobe Target

Another great tool for A/B testing is Adobe Target. It's a part of the Adobe Experience Cloud. It offers advanced A/B testing and personalization features. It extends testing capabilities beyond websites to include multiple channels like mobile apps and IoT devices.

Features:

• A/B and Multivariate Testing: Test images, copy, and UI across web, mobile apps, IoT, and single-page apps.
• Guided Workflow: Easy setup for tests or advanced code editor for savvy developers.
• Personalized Customer Profiles: Develop profiles for experimental targeting.
• Key Metrics Reporting: Reports on ROI and revenue, with significance calculated using Frequentist methods.
• AI-Powered Insights: Advanced algorithms offer predictive insights into user behavior.
• Various Third-Party Integrations: Connects with a range of third-party tools to streamline processes.

Best For: Large enterprises looking for comprehensive testing and personalization capabilities.

Pricing: Varies. Contact for details.

5. Unbounce

Unbounce is primarily a landing page builder, but it also includes a robust suite of tools for a/b testing. So that you can test out your landing pages and find which one works the best.

Features:

• Landing Page Builder: Easily create and test landing pages.
• A/B Testing: Optimize your pages for higher conversions through testing.
• Drag-and-Drop Interface: No coding skills are required. So anyone can use it.
• Templates: Utilize pre-designed templates to quickly create landing pages.
• Integrations: Connect with CRM, email marketing, and other tools to streamline your workflow.

Best For: Marketers and businesses focused on improving the effectiveness of their landing pages.

Pricing: Start at $99 per month. Also, it has a 14-day free trial available to test features.

6. Convert

Convert is a flexible and easy-to-use A/B testing software that's ideal for running complex tests without needing a technical background.

Features:

• Ease of Use: Simple to set up and manage tests.
• Advanced Targeting: Reach specific user segments.
• Multivariate Testing: Test multiple variables at once.
• Integrations: Works with popular tools like Google Analytics and Shopify.
• Real-Time Reporting: Immediate insights on test performance.

Best For: Businesses looking for a straightforward and versatile testing tool.

Pricing: Convert offers plans starting at $199 per month, with a 15-day free trial.

7. Kameleoon

Kameleoon excels in AI-driven personalization and provides a comprehensive testing platform for conversion optimization and, also, A/B testing.

Features:

• A/B and Split Testing: Conduct unlimited A/B and split tests to optimize your site.
• Intuitive Editor: Non-tech users can easily create tests with a visual editor, while developers have access to a code editor.
• Custom Audience Segments: Import segments from existing tools or select from numerous targeting criteria.
• Detailed Reports: Track conversions, revenue for each version, and statistical significance using Bayesian or Frequentist methods.
• Client and Server-Side Testing: Conduct flicker-free client-side tests or run server-side tests.
• Third-Party Integrations: Seamlessly integrates with over 30 other tools.

Best For: Businesses wanting advanced personalization and testing capabilities.

Pricing: Custom pricing based on specific requirements.

8. Crazy Egg

Crazy Egg is best known for its heat mapping capabilities, but it also includes A/B testing and user recording features.

Features:

• Heatmaps: Visualize where users click and scroll.
• A/B Testing: Optimizing page features based on user behavior.
• User Recordings: See real user interactions.
• Simple Interface: Easy to use and set up tests.
• Affordable Plans: Budget-friendly options available.

Best For: Businesses wanting visual insights into user behavior.

Pricing: Starts at $99 per month.

9. AB Tasty

Another unique testing software, AB Tasty offers a comprehensive set of tools for A/B and multivariate testing, with a strong focus on personalization.

Features:

• A/B and Multivariate Testing: Test multiple elements and variations.
• Personalization: Deliver tailored experiences.
• Advanced Targeting: Precise user segmentation.
• Integrations: Connects with major analytics and marketing tools.
• Detailed Analytics: In-depth reports and insights.

Best For: Businesses looking for an all-in-one optimization platform.

Pricing: Custom pricing, so you'll need to contact AB Tasty for a quote.

10. Freshmarketer

Another landing page A/B testing platform is Freshmarketer. Part of the Freshworks suite, it's designed to help you optimize your websites and improve user experience. It has several features to offer which make it easy to create, manage, and analyze experiments.

Features:

• A/B and Split Testing: Easily conduct A/B and split tests to optimize your site.
• Intuitive Editor: Create different versions of your website effortlessly or use advanced coding for complex tests.
• Custom Audience Segments: Design experiments tailored to specific audience segments.
• Detailed Reports: Track conversions, revenue for each version, and the significance level of your tests.
• Heatmaps and Session Replays: Gain insights into visitor behavior and see how individual users interact with your site.
• Client and Server-Side Testing: Conduct tests on both client and server sides.
• Integrations: Seamlessly integrates with Freshworks CRM and other tools.

Best For: Small to medium-sized businesses.

Pricing: Offers various pricing plans starting at $15 per month.

11. SiteSpect

SiteSpect takes a unique approach by running tests from the server side, ensuring faster load times and more accurate data.

Features:

• Server-Side Testing: Faster and more reliable.
• A/B and Multivariate Testing: Comprehensive testing options.
• Personalization: Deliver custom experiences.
• Detailed Reporting: In-depth analytics and insights.
• Integrations: Connects with various tools and platforms.

Best For: Businesses needing server-side testing for faster performance.

Pricing: Custom pricing, so you'll need to reach out to SiteSpect for a quote.

Outro

Now, you have detailed information about the top tools for A/B testing available in 2025. Whether you are a small business or a large enterprise, there's a testing software on this list to help you optimize your digital experiences and improve your user engagement. But before committing to any of these tools make sure A/B testing is a viable option for your business. If you are still confused talk with us to find a solution.