7 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.

This type of software helps 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 7 of the best A/B testing tools and give you 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), perfect your product’s functionality, and boost website conversions.

7 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. Contentsquare

Contentsquare (that’s us 👋) is an all-in-one experience intelligence platform that teams can use to monitor their site’s digital experience. With both quantitative and qualitative tools and capabilities, our platform allows you to add deeper insights to your A/B tests and understand the motivations behind user actions.

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

Contentsquare puts all of your most important A/B test statistics at your fingertips

How to use it: Contentsquare integrates with many well-known A/B testing solutions—like AB Tasty, Kameleoon, and Optimizely—but there are multiple ways to use Contentsquare 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 Contentsquare’s zoning analysis to see which elements website visitors interact with the most on each test variant.

Contentsquare’s side-by-side analysis in a single view lets you quickly analyze and optimize A/B test performance

Understand customer journeys to uncover where users get stuck or convert

A visual customer journey analysis shows you how people progress from page to page, where they get stuck, or where they drop off during your experiments. For example, if you’re A/B testing two versions of your product pages, Contentsquare’s Customer Journey Analysis shows you exactly how users navigate each one. You’ll know which version is leading to more conversions and where visitors are hitting roadblocks, helping you make smarter changes.

The color-coded and intuitive dashboard helps you quickly spot the biggest opportunities to make improvements. Plus, you can compare journeys side-by-side, whether users come from different campaigns or traffic sources, to see how their behavior varies.

Journey Analysis in Contentsquare allows companies to see users progress through your site, page by page, from entry to exit

For example, RingCentral, a leader in AI-powered communications, had plenty of traffic on their website but struggled with low conversions. They needed a clearer view of user behavior to understand where visitors were dropping off.

They used Customer Journey Analysis to track how users navigate the site and found key areas for improvement, like their lead capture forms. By running A/B tests and using Contentsquare insights, they redesigned these forms and saw a 25% boost in conversions.

"

The biggest resource benefit to me of Contentsquare is time. To get that level of insight and to drive that many beneficial tests we’d really need another 3 full time members of staff, but by using Contentsquare we can drive insights across the whole digital team.

Craig Harris

Head of Performance Analytics, Clarks

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

Session replays allow you to review 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.

Contentsquare’s Session Replay integrates directly with heatmaps and Voice of Customer (VOC) tools to give you even more context behind user behavior.

Sort Contentsquare replays by frustration level to uncover user pain points

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

The Contentsquare surveys capability lets you capture in-the-moment feedback during experiments.For example, during an A/B test, you can use Contentsquare 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 our survey templates or sit back as our AI-powered research software automates and quantifies user issues with AI summary reports, sentiment analysis, and automated tags.

Generate surveys in seconds and get an accurate summary of survey responses with

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.

💡 Pro tip: connect your Omniconvert A/B test experiments to Contentsquare and start using heatmaps and session replays 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 2 versions of your onboarding process, and then watch Contentsquare replays 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.

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 Contentsquare 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 Zone-Based Heatmaps and Session Replay 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.

7. AB Tasty

AB Tasty is a web optimization platform that offers feature management, A/B testing, and personalization tools to help you improve conversions and customer experiences in real-time.

How to use it: run A/B tests on conversion-oriented site elements, like product recommendation widgets. For instance, test different algorithms—such as “best sellers” versus “related products”—to see which boosts sales and engagement. Based on the results, you can tailor your recommendations to increase conversions.

💡 Pro tip: combine AB Tasty with Contentsquare for even deeper insights into user behavior.

After running the test, leverage Contentsquare's Journey Analysis to map the entire customer journey and understand how users move through the site after interacting with recommendations. Do the personalized recommendations lead to quicker checkouts or more abandoned carts?

Next, use Impact Quantification to measure how the changes affect revenue and overall conversion rates, helping you prioritize optimizations that make the most business impact.

Together, AB Tasty and Contentsquare provide a complete picture of how specific changes influence customer behavior and bottom-line performance.

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 replays 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.

FAQs about A/B testing software

What is A/B testing?

A/B testing, also known as split URL testing, is the process of running two different versions of the same website in a controlled experiment to see which one resonates with and converts the most users. A/B tests provide valuable insights into user behavior, allowing you to identify which elements impact your conversion rates the most, so you can make changes that drive more people to take a desired action on your product or site.

Why is A/B testing important?

A/B testing is important because it helps you

• Better understand what drives user behavior

• Identify elements that resonate best with users

• Improve your site’s UX and conversion rates

• Launch successful marketing campaigns

• Make informed decisions based on real user data rather than intuition

• Optimize your website’s performance for different devices and platforms

What are the most popular A/B testing tools?

Some of the most popular A/B testing software are

• Contentsquare: an all-in-one experience intelligence analytics platform that helps you understand the why behind your A/B testing results, so you know exactly what to improve

• VWO: an experimentation platform with a comprehensive suite of CRO tools that let you perform A/B tests and other experiments

• Omniconvert: a website optimization platform that includes A/B testing, surveys, web personalization, customer segmentation, and behavioral targeting features

• Unbounce: 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

• Crazy Egg: a website optimization tool that allows you to analyze user behavior on your website

• Kameleoon: a web optimization platform, with web full stack, and feature experimentation capabilities

• AB Tasty: AB Tasty lets you quickly cook up experiments and personalizations on your site and mobile app (plus, it integrates with Contentsquare)