Key to Effective Experiments: Tools for A/B Testing [Part 3]

7 min readSep 15, 2023

A/B testing is one of the most essential tools for helping companies optimize their web resources and maximize conversion. To conduct it effectively, you need to choose practical tools, which I will continue to introduce to you. This article completes my series on A/B testing. You can find information about the process of comparing different digital elements and its benefits for business at this link, and the first part of the article about A/B testing solutions can be found here.

Today, I am covering four products — Convert, Unbounce, Zoho PageSense, and Dynamic Yield. Let’s analyze the functions and benefits each of these tools provides.

Convert

Easy-to-use Convert.com https://www.linkedin.com/company/convert-com/ is designed for your experiments with A/B testing, split testing, multivariate and multipage testing, full-featured experiments, and personalization. After mastering the visual editor, you can proceed and discover the code editor. The targeting engine has more than 40 filters. The platform offers migration from Google Optimize.

Key features:

Offers an advanced sheet style editor for testing more dynamic pages.
Can be easily integrated with Google Analytics and more than 100 other tools.
Good customer support.
Segments messages depending on the user and device type, campaign clicks, etc.
The platform uses its own cookie files and complies with GDPR and ePrivacy requirements.
Within the account, you can create an unlimited number of projects and work with an unlimited number of subdomains.
You can create test versions and dynamic pages with the help of an in-built drag-and-drop editor.

Rating on G2: 4,7 з 5

Rating on Capterra: —

Price: free version for 15 days. Depending on the functionality and functions available, the price starts at $90 / month. The most popular “Expert ” plan is $1119 / month. For enterprises planning to test more than 24 million unique users, the price is on request.

Unbounce

Easy-to-use Landing Page constructor that can be used as a marketing tool. In addition to A/B testing, Unbounce https://www.linkedin.com/company/unbounce/ offers plenty of functions to boost conversion and transform website visitors into potential customers and regular clients. A handy editor, A/B testing functions, and machine learning tools [Smart Traffic] allow you to experiment with any number of page versions. Smart Traffic optimizes a campaign: after 50 visits and the analysis of the best version based on specific data [device, location, browser, etc.], users are redirected to the webpage version where they are most likely to convert.

Key features:

One of the most popular solutions for Landing Page A/B testing.
A Landing Page can be easily created, configured, and optimized in a visual editor.
Can be integrated with various marketing automatization tools and CRM [even with WordPress].
You can experiment with Popups & Sticky Bars.
Landing Page templates are available.

Rating on G2: 4,4 з 5

Rating on Capterra: 4,5 з 5

Price: a free demo version is available for 14 days. Tariff plans with A/B testing start from $116–145 / month.

Zoho PageSense

A Zoho PageSense https://www.linkedin.com/company/zoho-pagesense/ platform, developed for the optimization and personalization of user experience, helps with monitoring and personalizing user behavior, as well as increasing website conversion. A hands-on option for small, medium, and large businesses [every tariff plan offers various numbers of users — from 10,000 to 1 million]. According to developers, their solution is perfect for e-commerce, B2B, and marketers.

An extended range of functions [heat maps, analysis of forms and funnels, web analytics, push notifications, A/B testing, personalization] will help you optimize website work, experiment, make changes based on data, monitor user behavior, optimize call-to-actions, as well as personalize user experience — everything to boost your conversion.

Key features:

In addition to A/B testing, there are also heat maps, form analytics, and split URL testing functions are available.
You can measure the fulfillment of your goals and track the effectiveness of various website elements [menus, drop-down lists, clicks on links and buttons, registration or purchase].
The Funnel Analysis function allows you to monitor the journey from a visitor to a customer and identify pages that may cause user churn.
The Session Recording function allows you to analyze user interaction with a website, their route, actions, viewing sequence, etc.
Form Analytics.
You can personalize the experience of site visitors based on demographics, engagement channels, past behavior, browsing patterns, or actions taken by the visitor.
Provides advanced segmentation options to target specific audiences for your variations based on device, browser, and more.
Easy-to-use visual editor.
Allows you to create surveys on the website and in the app [open-ended questions, NPS surveys, Likert scale surveys, etc.]
You can launch push notifications based on visitor behavior [share content that may interest them, send announcements of new features and transactional messages to users if they have opted in].
With the help of the template library, you can create pop-ups, slides, and banners to convert website visitors into customers.

Rating on G2: 4,2 з 5

Rating on Capterra: 4,5 з 5

Price: a free version with full access to all functions for 15 days and the possibility of an individual demonstration available. The cost of the tariff plans depends on the selected set of functions and the monthly number of website visitors. The price starts from €20. The most expensive plan with A/B testing costs €1299 per month [1 million users]. There is a discount of up to 40% in case of a one-time payment for a year of use.

Dynamic Yield

Dynamic Yield’s Experience OS tool https://www.linkedin.com/company/dynamic-yield/ is designed for eCommerce, financial services, fast food restaurants, grocery stores, B2B, travel, iGaming, and media. According to the developers, it is the fastest and most powerful solution on the market for hyper-personalizing customer experience, as it adapts to the behavior of each visitor [even for first-time visitors] and shows everyone contextually relevant content, products, messages, and offers based on the signals that visitors leave in real time.

The flexible data architecture and open API allow for easy integration with any existing technology stack [Oracle Bluekai, Adobe Analytics, Oracle Bronto, Custora, Tealium, Google Analytics, Marketo, Salesforce, and others].

Key features:

It allows you to collect, classify, and synchronize data from various sources — CRM, ESP, DMP.
You can run A/B testing and optimize content on any channel — on the Internet, in applications, and on any connected device.
There are built-in templates for setting up A/B testing available.
Multivariate and split URL tests are available, as well as client-side and server-side testing functions.
With the help of artificial intelligence, the tool automatically identifies and selects the right experience for the right visitor by scanning the effectiveness of each variant across all audience segments.
The tool works in real time across multiple channels: website, email, apps, and advertising, providing an individualized approach to each customer touchpoint.
Multi-armed bandit algorithms automatically distribute traffic between the most effective channels, which maximizes conversions and helps to achieve statistical significance faster.
The WYSIWYG [What You See Is What You Get] editor allows you to conduct experiments and optimize your website without the help of a designer or programmer.
Analytics and reports on the audience and test results will allow you to analyze the effectiveness of all experiments.
Allows you to conduct A/B testing in single-page applications without having to make changes to its code.
You can optimize your landing page using a special constructor.

Rating on G2: 4,2 з 5

Rating on Capterra: 4,5 з 5.

Price: available on request. The demo version is provided.

Conclusion

There are over 2400 A/B testing solutions on the market. To choose the perfect product for your company that meets your needs, goals, and resources, you need to carefully consider various factors. First, define your goals for A/B testing: increase conversions, improve user experience, optimize marketing campaigns, etc.

Consider the budget and technical experience of your team, as some tools require deep technical skills. Keep in mind that some solutions work only on the basis of their own website builders, so they cannot be used for products developed on the basis of other technologies. I recommend using trial periods or free versions offered by most developers. This way you can test the functionality and see if the solution meets your requirements.

Do you use the A/B testing tools I’ve mentioned? If so, why did you choose them? If not, please share the names of your favorite products and their advantages.