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7 A/B testing tools you need to get more conversions in 2023

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 web pages to see which elements engage or confuse visitors, so you can make changes that delight and convert them into customers.

Last updated

13 Mar 2023

Reading time

11 min


Choosing the best A/B testing software for your business can be difficult, especially with so many options available. We rounded up seven of the best A/B testing tools, as well as 10 tips on how to choose the right one for your business, so you can eliminate guesswork and make data-driven decisions to improve the user experience (UX) and boost website conversions.

Learn what motivates your users

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

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

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 design—giving you data you can use to create new features or pages and improve your existing ones.

A/B testing separates data-driven marketers from those who rely on previous experience or guesswork alone. You can't grow as a marketer unless you test. Sure, you can conduct as much ICP research and buyer persona development as you want, but you can only predict how users will interact with a product or website once you start running A/B tests.

Lee Moskowitz
Director of Growth Marketing, SetSail

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

  • 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 visitors take certain actions

  • How user behavior results in signups, purchases, or other desired actions

Combining qualitative and quantitative A/B testing tool insights gives you a full picture of the user 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!

1. Google Optimize

Google Optimize is a free A/B testing software that lets you run controlled experiments using statistical analysis, so you can identify the design, copy, and layout changes that resonate with your audience.

Google Optimize is easy to set up and use—you can run tests quickly without requiring technical expertise

Google Optimize natively integrates with Google Analytics (GA), allowing you to combine web analytics and A/B test insights to quickly understand how people use your website so you can identify areas for improvement

How to use it: say you run an online retail store and notice that your website has a high checkout abandonment rate on GA. You suspect that the checkout process may be too long or confusing, but you're not sure which changes will have the greatest impact on conversion rates. You can A/B test two variations of your checkout page with Google Optimize to see which page results in more completed purchases.

Note: unfortunately, Google is sunsetting Optimize on September 30, 2023; however, you can continue to run experiments and download historical data before the deadline.

Pro tip: use Hotjar’s Google Optimize integration to gather meaningful insights during A/B tests. 

Together, these tools provide a complete picture of your site's performance and UX. For example, you may notice that a variation of your website’s homepage has a high bounce rate with Google Optimize, but with Hotjar, you see where users are getting stuck on a specific section of the page and which areas are getting the most or least clicks.

This additional context helps you understand user preferences and pain points, so you can make changes to improve engagement and reduce bounce rates.

2. 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.

The user-friendly Hotjar Dashboard provides visual insights and analytics that lets you create reports and understand how visitors interact with your website

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.  

How to use it: there are three ways to use Hotjar for A/B tests without prior coding or technical expertise. 

1. Use heatmaps to identify elements that convert or frustrate users 

Heatmaps show which elements of a webpage 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.

Hotjar Heatmaps provides actionable insights from real users, identifying elements you should improve and those you should replace or remove

Say you create a test in your A/B testing tool (such as Google Optimize) 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 heatmaps to see which elements website visitors interact with the most on each 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

2. 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’s Session Recordings tool provides insights into where users are getting stuck or encountering issues on a page

For example, Germany’s leading fleet management software 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 worried that the changes would result in a temporary decrease in page views, leads, and sales. 

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

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

Surveys let you capture in-the-moment feedback during A/B tests by using a pop-up form or sending them a link.

Hotjar Surveys let you ask open-ended questions, so users can answer in their own words and help you improve their experience

For example, during an A/B test, you can create a survey that pops up after users spend a certain amount of time on the different versions of your product pages. 

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

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

3. VWO

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

VWO is user-friendly and easy to set up—you don't need the help of a developer to start using the tool

When conducting A/B tests with VWO, 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 on your product category pages. You're convinced that changing the layout and design of the pages will increase engagement and sales, but you're not sure which changes will have the most impact.

You can use VWO to create multiple variations of your product category pages with different layouts and designs, such as different product displays, images, and buttons—and VWO will serve each variation to a group of visitors at random and track which variation has the highest click-through rates (CTR). Then, you 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 multivariate testing, allowing 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 UX and drive more sales.

4. Omniconvert

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

Omniconvert's user-friendly interface makes it easy to set up and launch A/B tests without any coding skills or technical knowledge

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: the software also has tools, such as surveys and polls, for collecting qualitative customer feedback, which you can use to measure customer satisfaction, identify areas for improvement, and optimize the product experience (PX). 

Pro tip: connect your Omniconvert A/B test experiments to your Hotjar account and start using heatmaps and session recordings to really understand user behavior and make changes that ultimately convert more users. 

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

5. Unbounce

Unbounce is a landing page builder software that includes A/B testing and analytics features that allow you to track the performance of your landing pages and optimize conversion rates.

Unbounce's user-friendly interface lets you A/B test page elements such as images, forms, and buttons, even if you have zero technical A/B testing expertise.

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 headlines—‘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. This feature helps you optimize and maximize your conversion rates and marketing ROI.

6. 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.

Crazy Egg has an easy-to-use interface for creating tests, and you can view detailed reports that show how each page version performed

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. 

7. Kameleoon

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

Kameloon is a user-friendly tool that tracks and analyzes visitor behavior to help you improve UX and increase revenue

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 their experience. 

For example, you can 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 heatmaps and recordings to determine which version users prefer and how they interact with each element. When you combine insights from both tools, you 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. 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 to learn about other brands’ experiences with the tool. Compare 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.

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

A/B tests tell you which version of your 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 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