20+ A/B Testing Tools for UX Research Worth Checking Out

Published:

November 5, 2024

Last Updated:

November 5, 2024

Guessing rarely pays off when building products and experiences. Even choosing between something as simple as a headline or button placement can impact a user. That’s why most UX’ers have a reliable and rigorous method in the toolkit: A/B testing.

A/B testing is a fast, flexible way to use behavioral data to make a decision…not chance.

Even these first two paragraphs above can be considered an A/B test, as they can help us determine which justification for using A/B testing tools is most compelling to you (very meta of us, we know).

So what should you look for in an A/B testing tool? And which one is right for a UX toolkit? Read on for a breakdown of:

What A/B testing tools do (and why they’re important for UX’ers)
Features to evaluate when shopping for one
Over 20 platforms, from add-ons to full-featured options

And since User Interviews lets you use any testing tool with our platform, we’ve worked with many of the platforms featured below, giving us an insider’s perspective. We’re confident you’ll find something to help you run more tests and launch more confidently.

What is A/B testing and how is it used in UX research?

According to our Field Guide chapter on A/B testing, the simplest way to explain A/B testing is to describe it as confirming which does better: this version or that version? Where one is A and the other is...B.

As long as your research question has this same basic structure, it doesn't matter what your A and your B are (fonts? colors? flavors? styles?) or what "better" means (more durable? sells better? higher conversion rate?), you can use essentially the same research design and the same types of statistical analysis.

You do have to define what "better" means, and define it in a way that is simple, straightforward, and measurable.

A/B testing is useful for a host of UX professionals. Designers and Product Managers get feedback on concepts or insights for ideation, while researchers conduct concept tests, value prop comparisons, or even classical experiments.

All use some form of A/B testing principles and practices.

🔎 Learn about other evaluative UX methods.

Types of A/B testing tools

In general, there are three types of A/B testing tools:

Standalone tools: These operate like any other software platform. They have dedicated home pages, feature sets, and often—but not always—offer more functionality in testing.
Plug-ins, Add-ons, or Extensions: These operate on top of another platform—usually a web browser. Typically lighter in features, these can be more flexible for quicker testing.‍
Features: As we discussed in our customer journey mapping tool guide, many CX, feedback, or support platforms offer A/B testing as part of their suite of capabilities.

5 A/B testing features to look for

All A/B testing tools will support the evaluation of two (or more) experiences. Above and beyond that, here are some additional features and functions to look for in a tool:

Personalization: Can you tailor the test for certain audiences, personas, or even user flows? How customizable is each test?
Channel: Where can you test? Some platforms only support web testing, while others extend to mobile apps. Can an engineering or development team run tests?
Reporting: How granular do you need your results to be? Some tools simply declare “a winner” while others offer heatmaps, advanced analytics, and feature-level breakdowns.
Ease of use: What is the experience of building a test? Do you need to know some (or any) code to run a test? How much design customization is offered?‍
Integrations: Can you share your test results with other platforms, such as those used by your product, engineering, or customer success teams?

Other A/B testing tool considerations

Although not central for A/B testing, these elements might be important for your use case:

Support: How can you get help if needed? Is there a person you can email? Do certain subscription levels include a dedicated account point?
Pricing: As you’ll see below, some tools only offer annual subscriptions, while others by the month. Depending on your team and budget cycle, one type may not work. It is also worth asking how pricing is determined: by seat, tests run, or some other variable.
Reputation: We’ve tried to only include tools with some public ratings and feedback from the UX community, but do some digging on your own. How have others found their development roadmap, support quality, and bug squashing?
Security: Some A/B testing tools work as “data warehouses” with extra layers of compliance; others are very lightweight. Check with your IT team about restrictions or minimum certifications a tool needs to have to interact with your experiences.

Thinking about your specific testing needs will help you better evaluate the options below.

🗺️ See more UX tools with our interactive map.

22 A/B testing platforms worth evaluating as part of your UXR toolkit

ABsmartly

ABsmartly is an experimentation platform offering tests like feature flags, multi variant, split, SEO, and cross-device. Other features include interaction detection, API-first design, and real-time reporting. Pricing is $65k per year.

ABTasty

ABTasty supports a range of content and experience optimization, including multi-channel A/B tests. Other features include user personalization, recommendations, and journey tracking. Pricing is not publicly available on their website.

Apptimize

Apptimize is an AB testing and release management tool, offering mobile and web testing, user personalization and tracking, and link to revenue for sales teams. Other features include feature flagging. Pricing is free to start and increases with certain features.

CoFrame

CoFrame leaves testing to an AI model, which proposes and tests variations in real time (when approved to do so). It includes search engine optimization, segmentation and personalization, and ad suggestions. Pricing is not publicly available on their website.

Convert

Convert offers a variety of testing types, including multi-page, multivariate, split, and AB. Other features include targeting and filtering, flexible editing options, and third party integrations. Pricing starts at $399/month and increases with projects and tests needed.

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Conductrics

Conductrics offers testing and surveys, with audience predictions informed by machine learning. Features include flexible design, mobile SDKs, advanced analysis, and segmented reporting. Pricing is not publicly available on their website.

CRO Simple

CRO Simple is a DIY AB testing tool that uses a tracking script and a URL to run experiments. It also offers in-depth onboarding including setup and site audits. Pricing is free to start and increases with the number of tests, variants, and sessions needed.

CustomFit.ai

CustomFit offers website tailoring and experimentation using a Chrome extension. Features include drag-and-drop interaction, no-code design, AI optimization, and split URL testing. Pricing is not publicly available on their website.

Dynamic Yield

Dynamic Yield is an optimization and personalization tool with features to build, target, and test experiences. Features include AI recommendations and multi-touch testing. Pricing is not publicly available on their website.

Eppo

Eppo is a feature management and experimentation tool, offering automated testing, flagging, no-code configuration, and user personalization. Also offers metrics governance and native warehousing. Pricing is not publicly available on their website.

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fibr.ai

fibr.ai is an experience personalization tool with testing options for audiences and specific features. It includes a no-code editor, multiple variant support, AI recommendations, and GA4 integration. Pricing is free to start and increases with views, and domains needed.

GrowthBook

GrowthBook is an open-source feature-flag and experimentation tool, offering a visual testing editor, feature flag testing, and URL redirectsFeatures include metrics libraries and SQL integrations. Pricing is free for self-hosted and increases by users needed.

Instapage

Instapage is testing focused on landing pages, offering creation/design, targeting, and personalization. Features include server-side tests, heatmaps, AI generation, and marketing integrations. Pricing starts at $99/month and increases by unique monthly visitors needed.

Kameleoon

Kameleoon is an optimization platform with tools for web and feature experimentation such as personalization and flagging. Also includes an AI copilot, flexible data warehousing, and integrations. Pricing is not publicly available on their website.

LaunchDarkly

LaunchDarkly is a developer-focused tool for releasing, monitoring and optimizing software. Features include personalization by user segments, feature flag customization, and error remediation. Pricing is free to start and increases by users and environments needed.

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mida

mida is a no-code website testing tool that uses a pixel to support experiments. It integrates with tools like Wordpress and Shopify and offers feature flagging and split tests. Pricing is free to start and increases with monthly test users and domains needed.

PostHog

PostHog offers analysis, testing, tracking, and deployment tools. Tests include targeting, multivariates, exclusion rules, and session replays. Other features include feature flags and web/product analytics. Pricing is free to start and increases by feature need and usage.

Split

Split is a feature management tool with flagging, observability, and testing capabilities. Run tests on web, mobile, and server, and at a feature-level. Also includes targeting and monitoring. Pricing is free to start and increases by events, seats, and features tracked.

Statsig

Statsig is a feature management and experimentation tool offering feature-level testing and experimentation. It also includes session recording, a visual-based editor, and no-code web analytics. Pricing is free to start and increases by events and features needed.

Taplytics

Taplytics is a cross-platform AB testing and feature management tool, offering multivariate testing for web and mobile, no-code options, audience targeting, and goal/report tracking. Pricing starts at $500/month and increases by features and support needed.

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VWO

VWO supports a range of testing options—for web, mobile, and server—such as split, multivariate, and hypothesis. Other features include behavioral analytics with heatmaps and recordings. Pricing is free to start and increases by the number of monthly tracked users.

Webflow Optimize

Webflow Optimize is an experience customization tool with design and testing options for websites across mobile and web. Tests can be automated and tailored to certain user groups. Pricing (Webflow) is free to start and increases with the number of pages and forms.