What Are The Best A/B Testing Platforms?

A/B tests are carried out to create data that can be used to improve conversion rates by up to 400%. By comparing two versions of a webpage, email, or advertisement, organisations can identify which elements resonate better with their audience, leading to improved conversion rates, higher engagement, or better user experiences. With the world becoming increasingly reliant on digital channels, there are more experimentation platforms than ever and it can be hard to determine the best A/B testing platform.

What is A/B testing?

An A/B testing platform is a tool or software used by businesses and marketers to conduct A/B tests, a method of comparing two versions of a web page, app, or marketing material to determine which one performs better. In A/B testing, the original version (A) is compared to a variant (B) by randomly presenting both versions to users and measuring their response to each. This testing allows companies to gather data on user behaviour, such as clicks, conversions, or engagement metrics, to make informed decisions about design, content, or feature changes. A/B testing platforms typically provide features for creating test variations, setting up experiments, collecting and analysing data, and interpreting results to optimise performance and achieve desired goals, such as increased conversions or improved user experience.

7 Key Features Of The Best A/B Testing Platforms:

When looking at investing in a new experimentation platform, there are some things organisations should consider:

1. Diverse Testing Options: The best A/B testing platforms provide a range of testing options beyond just A/B tests, including Mobile app testing, Split URL testing, Full stack, and Multivariate tests, offering flexibility to suit various testing requirements.

2. Load Time Optimisation: Effective tools offer both synchronous and asynchronous code implementations, enabling users to choose the method that optimises page load times, thus enhancing user experience by preventing delays in rendering.

3. User-Friendly Interface: Great A/B testing tools feature intuitive interfaces, minimising the need for extensive training and reducing dependency on developer teams. Quick setup for A/B tests and clear labelling contribute to ease of use.

4. Advanced Targeting Capabilities: Top-tier tools allow for precise targeting of specific user groups based on various parameters like location, device, and traffic source. This advanced targeting facilitates deeper insights into user behaviour and enhances customer experience customisation.

5. Seamless Integrations: The best A/B testing platforms seamlessly integrate with a wide range of third-party platforms, facilitating smooth data exchange for comprehensive marketing campaign execution. Custom integration options further enhance flexibility.

6. Accurate Results and Analysis: Reliable A/B testing tools employ robust methodologies for calculating statistically significant results, considering factors such as sample size and confidence level. Clear data visualisation aids in quick interpretation of results for informed decision-making.

7. Responsive Customer Support: Exceptional tools prioritise customer support, offering assistance through multiple channels like email, phone, live chat, and help centres. Reliable support ensures users can effectively utilise the tool and address any issues promptly.

10 Of The Leading Platforms Available On The Market:

Here are some of the biggest A/B testing platforms available on the market and how they differentiate from each other:

• VWO: a platform that offers A/B testing, multivariate testing, personalisation, heatmaps, surveys, and more. One of its standout features is its powerful visual editor that lets you create and launch tests without coding.
• Adobe Target: a cloud-based solution that integrates with Adobe Experience Cloud and allows you to test, personalise, and optimise web and mobile experiences. It leverages Adobe Sensei, an AI and machine learning engine, to automate and scale testing and personalisation.
• AB Tasty: a feature management platform that enables experimentation, personalisation, and feature flagging across web, mobile, and server-side applications. It has a unique widget library that offers ready-made templates for common use cases like banners, pop-ups, social proof, and more.
• Kameleoon: a conversion optimisation platform that combines A/B testing, personalisation, AI-driven predictive targeting, and real-time data. It has a patented AI algorithm that automatically segments and targets visitors based on their behaviour and intent.
• Crazy Egg: a user feedback and behaviour analytics tool that provides heatmaps, scroll maps, click maps, A/B testing, and more. It has a snapshot feature that lets you capture and compare different versions of your web pages over time.
• Leanplum: a mobile marketing platform that offers A/B testing, personalisation, push notifications, in-app messaging, and analytics. It has a campaign composer that lets you create and orchestrate multi-channel campaigns across the user journey.
• Oracle Maxymiser: a cloud-based platform that offers A/B testing, multivariate testing, personalisation, and cross-channel optimisation. It has a visual campaign builder that lets you design and preview tests across multiple devices and browsers.
• Freshmarketer: a conversion rate optimisation tool that offers A/B testing, split URL testing, heatmaps, session replay, funnel analysis, and more. It has a Chrome extension that lets you create and manage tests from any web page without logging into the tool.
• Omniconvert: a customer experience optimisation platform that offers A/B testing, personalisation, surveys, overlays, and segmentation. It has a feature called Reveal that lets you enrich your customer data with over 200 attributes from external sources.

Optimizely – The Number One experimentation Platform

What is Optimizely? Optimizely stands out as a leader in both the broader experimentation platform landscape and the more specific realm of A/B testing. Its strengths include:

• Precision and Speed: Optimizely’s Stats Engine delivers accurate results quickly, allowing you to see early signals and make informed decisions faster. 

• Versatility: Optimizely empowers experimentation across diverse channels and techniques, including feature flags, multivariate testing, and personalisation. This adaptability caters to a wide range of testing needs.

• Holistic Approach: Optimizely goes beyond simply running tests. It offers robust data analysis, feature management, and seamless integrations with other tools. This holistic approach helps organisations derive maximum value from their experiments.

• Scalability and Security: Optimizely caters to enterprises of all sizes, with features designed for large-scale deployments and robust security measures. This makes it a reliable choice for organisations of varying complexities and means it can scale with the business.

• Customer Focus: Optimizely boasts high customer satisfaction, with users praising its intuitive interface, knowledgeable support, and commitment to innovation. This user-centric approach fosters long-term success and adoption.

• Marketer Friendly: The WYSIWYG interface and drag-and-drop functionality simplify A/B testing for organisations. Marketers benefit greatly, being able to easily run experiments tailored to their specific data needs.

• Expandable: Optimizely is designed with APIs, facilitating connectivity with a wide array of third-party software solutions, such as Adobe and Acumatica. The power of integrations enables you to leverage the data gathered from your tests for valuable insights and informed decision-making.

Which is the best A/B testing platform for your organisation?

Struggling with choosing the right a/b testing platform? We’re Ultimedia, the first Optimizely agency in the UK and Middle East with over 25 years of digital expertise! Our team of experts can provide personalised guidance and ensure you make the best decision for your organisation.
Don’t just take our word for it. Leverage our extensive Optimizely Partner knowledge and get a personalised demo to see how we can unlock your growth potential through data-driven experimentation. We would love to help you choose the optimal solution for your organisation.