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6 A/B testing tools you need to get more conversions in 2024

Does your website engage your audience and consistently convert visitors into loyal product users? Are your headlines, CTA buttons, and other site elements driving conversions? How can you know?

A/B testing tools take the guesswork out of your CRO efforts, letting you test different versions of your web pages to see which elements engage or confuse visitors, so you can make changes that delight and convert them into customers.


A/B testing tools help you run split tests and understand user behavior—how people react to alternative product versions, such as different website messaging and designs—giving you data you can use to create new features or pages and improve your existing ones.

But choosing the best A/B testing software for your business can be difficult, especially with so many options available. We rounded up six of the best A/B testing tools

  1. Hotjar

  2. VWO

  3. Omniconvert

  4. Unbounce

  5. Crazy Egg

  6. Kameleoon

and give you

Combine Hotjar with your A/B testing tools to see what users truly want from your product.

6 best A/B testing tools to delight customers and boost conversions

To begin running tests, you need two types of A/B testing software: quantitative and qualitative A/B testing tools.

Quantitative A/B testing platforms show you

  • How many people responded better to a different version of your web page

  • The number of visitors who became leads or customers on a page variant

  • How many times a visitor clicked a call-to-action (CTA) button on different page variations

And qualitative A/B testing tools help you understand

  • Why your visitors take certain actions

  • How user behavior results in sign-ups, purchases, or other desired actions

Combining qualitative and quantitative A/B testing tool insights gives you a full picture of your users’ experience—you learn about the elements they find most interesting or frustrating and why, so you can make changes that positively influence their behavior and convert them. 

Let’s go over the top A/B testing tools to incorporate into your workflow.

1. Hotjar

Hotjar (that’s us 👋) is a digital experience insights software that allows you to add qualitative insights to your A/B tests to understand the deeper motivations behind user actions.

Hotjar captures A/B test insights, so you can see how people interact with different elements of your product to truly understand users' preferences and frustrations and make changes that positively influence their actions. 

Hotjar Dashboards customizable widgets put all of your most important A/B test statistics at your fingertips

How to use it: Hotjar integrates with many well-known A/B testing solutions like AB Tasty and Optimizely, but there are three ways to use Hotjar for A/B tests without prior coding or technical expertise. 

Use heatmaps to identify elements that convert or frustrate users 

Heatmaps show you which elements of a web page people click on (or ignore) most frequently to inform your A/B testing hypotheses, so you can make changes that convert more users into customers.

Say you create a test in your A/B testing tool (like AB Tasty) to show two different variations of your product pages to different audiences. Instead of wasting hours figuring out exactly what to improve without the additional context, you can use Hotjar’s Engagement Zone heatmaps to see which elements website visitors interact with the most on each test variant.

Hotjar saves us more than hours. It saves us days—maybe weeks—of testing hypothetical solutions. It saves time for the deployment team, not just my marketing team. Heatmaps helped us identify where they spend most of their time and assess if they should be spending time there or not.

Piriya Kantong
Senior Online Marketing Analyst, Gogoprint

Use session recordings to compare user behavior on different versions of a page

Session recordings allow you to record different versions of a page you're A/B testing, so you can see how users interact with each and determine which is more effective. Hotjar Recordings integrates directly with other tools like Heatmaps and Feedback to give you even more context behind user behavior.

#Sort Hotjar recordings by frustration level to uncover user pain points
Sort Hotjar recordings by frustration level to uncover user pain points

For example, Germany’s leading fleet management software company Vimcar wanted to rebrand its regional website for audiences in the UK and Germany to keep up with its growing list of products and features, but was worried that the changes would result in a temporary decrease in page views, leads, and sales. 

So the Vimcar team watched recordings to inform their A/B test hypothesis and discovered that 75% of users weren’t spotting the main CTA on product pages. By combining A/B test data with Hotjar recording insights and then taking data-driven actions, Vimcar saw a 2.5x increase in traffic to its most important pages and a 24% increase in leads.

Use surveys to find out why users aren’t taking certain actions

The Hotjar Surveys tool lets you capture in-the-moment feedback during A/B tests by running an embedded survey, a pop-up, or by sending users a link via email.

For example, during an A/B test, you can use Hotjar’s drag-and-drop builder to create a survey that pops up after users spend a certain amount of time on the different versions of your product pages. 

Your survey should ask questions like:

  • If you could change anything on this page, what would it be?

  • What could we do to improve?

  • What is stopping you from purchasing today?

The answers will help you better understand how users interact with your product pages and where they may encounter issues. 

If you want to accelerate the process, use one of Hotjar’s survey templates or try AI for Surveys and sit back as our AI-powered research software automates the entire process, from creating a survey to analyzing results.

The changes made from the Hotjar survey gave us enough confidence to begin designing the new page template, which we then A/B tested to get to the final version. Ultimately, we saw a 10% boost in conversions.

Eric Peters
Senior Growth Manager, Hubspot Academy

Combine Hotjar with your A/B testing tools to see what users truly want from your product.

2. VWO

Visual Website Optimizer (VWO) is an experimentation platform with a comprehensive suite of CRO tools that let you A/B test different website and mobile app elements, such as the headline, CTA button, and images, to see which variations convert more users.

When conducting A/B tests with VWO’s statistics engine, you get quantitative insights—such as conversion rates—and qualitative insights, like reports of heatmaps, which identify design or content elements that either delight or frustrate the user, so you can optimize your site for a better user experience. 

How to use it: say you want to increase the click-through rate (CTR) on your product category pages. You're convinced that changing the page layout and design will increase engagement and sales, but you're not sure which changes will have the most impact.

You can use VWO’s visual editor to create multiple variations of your product category pages with alternative layouts and designs, such as different product displays, images, and buttons, and VWO will serve each variation to a group of visitors at random, tracking which variation has the highest click-through rates. Then, you’ll analyze the results to determine which variation performs best, use the winning variation, and monitor the impact on your website's engagement and conversion rates.

Other noteworthy features: VWO also offers more advanced testing options, such as server-side testing and multivariate testing, which allows you to simultaneously test multiple elements on a single page to identify the most effective combination of changes. These features are especially useful for optimizing complex pages, such as checkout or landing pages, to improve your UX and drive more sales.

3. Omniconvert

Omniconvert is a website optimization platform with A/B testing, surveys, web personalization, customer segmentation, and behavioral targeting features.

How to use it: Omniconvert lets you create detailed reports on A/B tests, including data on test variations, conversion rates, and statistical significance. For example, you can A/B test whether a video or a product demo performs better on your landing page; or test if offering a discount for an annual subscription or a tiered pricing model generates more revenue.

Other noteworthy features: this A/B testing software also has tools such as surveys and polls for collecting qualitative customer feedback, so you can measure customer satisfaction, identify areas for improvement, and optimize the product experience (PX)

💡 Pro tip: connect your Omniconvert A/B test experiments to Hotjar and start using Heatmaps and Recordings to really understand visitor behavior and make changes that convert more users. 

Let’s say you want to improve user engagement and retention for your SaaS (software as a service) product. Use Omniconvert to create an A/B test that compares two versions of your onboarding process, and then watch Hotjar recordings to see how users interact with your service, so you can optimize the customer experience and get more users to complete onboarding and adopt your product.

4. Unbounce

Unbounce is a landing page builder software that includes A/B testing and analytics features that allow you to track your key performance indicators (KPIs) and optimize conversion rates.

How to use it: testing different page headlines is a common A/B test to run with Unbounce. An ecommerce company, for example, can test two different headline rollouts—‘Shop now’ vs. ‘Buy now’—on its product page to see which drives more clicks and sales.

Because Unbounce provides real-time reporting on test results, you can monitor the progress of your A/B tests, including metrics like conversion rates, click-through rates, and bounce rates, and make changes as needed.

Other noteworthy features: Unbounce also has a Smart Traffic feature that automatically directs visitors to the best-performing page version based on real-time performance data, helping you optimize and maximize your conversion rates and marketing ROI.

💡 Pro tip: understand why one landing page variant outperforms another by integrating Unbounce with Hotjar. Spot patterns in user behavior, discover where people get frustrated or confused, and use data from heatmaps and recordings to see the behavior behind your A/B test results and conduct conversion rate optimization with confidence.

5. Crazy Egg

Crazy Egg is a website optimization tool that allows you to analyze user behavior on your website. It includes features like heat maps, scroll maps, and click reports to help you test different web page versions to see which generates more engagement or conversions.

How to use it: test how different page layouts perform with Crazy Egg using any of its qualitative tools—heatmaps or user recordings.

For example, you can test two different layouts for your blog’s landing page to see which leads to more time spent on the page or social shares. This insight helps you identify what areas of your page to optimize for better website performance and experience. 

6. Kameleoon

Kameleoon is a web optimization platform with web, full stack, and feature experimentation capabilities that let you run A/B tests in real time and gives you data-driven insights to make better product decisions.

How to use it: use Kameloon to run A/B tests on different elements of your website, such as page layouts, content, or CTAs, to determine which variations are more effective at achieving your goals. 

For example, you can test two different versions of a headline for a lead magnet to see which drives more clicks and leads, then use that language more consistently across your website, particularly for similar assets.

💡 Pro tip: use Kameleoon with Hotjar to understand how your visitors and customers interact with your website and where you can improve the customer journey

For example, use Kameloon to create an A/B test that compares two variations of your homepage's hero section to see which converts the best. Then, use Hotjar Heatmaps and Recordings to see how your users engage with different versions. Combining insights from these tools allows you to deeply understand how users interact with each element and version and identify which drives the most conversions.

How to pick the best A/B testing software for your business

Choosing the best A/B testing tool for your business helps you uncover the insights you need to start delighting and converting your audience into leads and paying customers.

Here are 10 tips to help you decide: 

1. Identify your needs

Before choosing any A/B testing software, ask yourself, "What kind of tests do I want to run? What features do I need? What is my budget?" These questions narrow down your options, so you can select an A/B testing software compatible with your business goals.

2. Ensure the tool has the features you need

Look for A/B testing software with various features that allow you to gather quantitative and qualitative user data. The more relevant features the software provides, the more insight you'll have into the product experience to create delight for different user personas.

3. Consider the level of expertise required

Your A/B testing tool should be user-friendly and easy to use, even for non-technical users. Look for software that has an intuitive user interface and clear instructions so you can create, run, and analyze A/B tests quickly and with ease.

4. Evaluate integrations

Your A/B testing software should integrate with your existing tech stack, which includes your website platform, CRM, and analytics tools (like Google Analytics). Choose a tool that integrates seamlessly with your existing tools to reduce disruptions and simplify data management.

5. Check pricing and scalability

Consider the A/B testing software’s pricing structure, including additional fees for add-on features or increased traffic volume. Look for software that offers transparent pricing with no hidden fees or surprises, and choose a tool that’s easy to scale, especially if you expect significant traffic or user volume growth.

6. Read reviews and compare features

Research the software vendor's reputation and read user reviews—from product managers and marketers—to learn about other brands’ experiences with the tool. Compare A/B testing features and pricing to other tools to understand the software’s strengths and weaknesses, and to make an informed decision.

7. Test the tool before committing

Consider A/B testing tools with a trial period or a free software version that lets you test the software before purchasing it to ensure it meets your needs.

8. Look for customer support and training

Choose A/B testing tools with excellent customer support and training resources. Look for software vendors who offer detailed documentation, video tutorials, and responsive customer support.

9. Ensure it has analytics and reporting features

Your A/B testing software should provide detailed analytics, reporting, real-time data, and easy-to-understand insights. Look for a tool with clear visualizations, heatmaps, recordings, and statistical significance indicators.

10. Prioritize security and compliance

Consider the software's security features and compliance with data privacy laws such as GDPR, CCPA, or HIPAA. Ensure your A/B testing software is hosted on a secure platform with adequate safeguards to protect your data and users’ privacy.

Combine digital experience insights with A/B test results to increase your site’s conversion rates

A/B tests tell you which version of your website or product performs better in terms of conversions, but they don't provide insight into why users behave the way they do. 

Using digital experience insights from tools like heatmaps, surveys, and session recordings helps you understand why users prefer one version of your site over another. And when you deeply understand user behavior, you identify areas they struggle with on your site quicker, prioritize the changes likely to have the most impact, and create more customer delight.

Learn what motivates your users

Combine Hotjar with your A/B testing tools to see what users truly want from your product.

FAQs about A/B testing software