Tools for A/B Testing: Guide for Marketers [Part 2]

Website optimization is an endless process. For it to be successful and for you to get the desired results [increased conversion, sales growth, etc.], you need to conduct A/B testing, which I wrote about in my previous article. It allows you to experiment with various versions of websites, buttons, forms, and other elements to define the design and content that draws the attention of website users most and convert them into customers.

Today, I want to tell you about Adobe Target, Optimizely Web Experimentation, VWO, and HubSpot. Each of these tools has its unique features, so let’s take a closer look at them!

Adobe Target

In the Forrester Wave™: Digital Intelligence Platforms 2022 report, Adobe is called one of the leaders. Adobe Target by Adobe https://www.linkedin.com/company/adobe is a corporate platform for three-stage A/B testing. Adobe Sensei-based AI and machine learning make the solution configure automatically, offering each website visitor or app a personalized experience throughout the entire customer journey. Even when switching the channels.

A statistical Adobe Target model allows clients to test an unlimited number of options. The “multi-armed testing” function is used to distribute the traffic dynamically.

Key features:

• Multivariate testing.
• Omnichannel support.
• Testing, personalization, and optimization of websites and applications based on user behavior.
• The “Multi-armed bandit testing” function automatically distributes traffic to the most efficient variants.
• Allows testing various combinations of segment audiences with the help of a visual editor.
• Can be integrated with other platforms, including Google Analytics, to make detailed analytical reports for further work.

Rating on G2: 4.0 of 5

Rating on Capterra: 4.2 of 5

Price: on request. A demo version available.

Optimizely Web Experimentation

One of the most famous solutions for A/B testing and CRO platforms. More than 10 years on the market. Allows conducting several experiments on the same page simultaneously. According to developers, Optimizely Web Experimentation is the world’s fastest platform for experiments. You need less than 50 milliseconds to run the experiment! Now, Optimizely offers all Google Optimize customers an exclusive discount and migration services.

Key features:

• Offers an experiment planning function, so you can run and terminate testing at a clearly defined and convenient time.
• Can be integrated with Google products and other tools, thus maximizing the results.
• Multivariate testing makes it possible to determine the best combination of options.
• The platform allows monitoring audience engagement.
• You need 5 seconds to configure and run a test.
• Image placement service is available for easy optimization.
• A universal platform, cause you can launch tests for web pages, mobile applications, TV, etc.

Rating on G2: 4.2 of 5.

Rating on Capterra: –

Price: on request. Varies depending on the specific needs of the business.

VWO

A cloud solution for corporate brands. A complex VWO platform helps to boost website and mobile app conversion by optimizing all journeys of the digital user. The visual editor has a wide range of functions. You can monitor the testing progress and create a library of changes. Also, there is a campaign web page preview function on certain devices. Behavioral segmentation is available for a deeper understanding of the audience.

Key features:

• Heat maps for all A/B testings allow for better understanding the effectiveness of each page.
• You can redirect traffic for fast results and run various tests simultaneously [visual and code editors available].
• Perfect for A/B testing of websites and programs.
• You can segment traffic by device, location, and campaign.
• The visual editor can edit any element (text, image, figure, background, Shadow DOM, etc.), add videos from YouTube and Vimeo.
• The visual editor, compatible with any website architecture [even with Jamstack, one-page applications, and Headless websites], has a library of widgets that can be personalized for website users.
• In the Code Only mode of the advanced code editor, you can make changes to HTML/CSS/JS.
• Asynchronous code reduces the loading time during test execution.

Rating on G2: 4.3 of 5

Rating on Capterra: 4.5 of 5

Price: A demo version available. The price for the paid option ranges from $173–9543/month. The cost depends on traffic, features, and the number of unique users you plan to test during the month.

HubSpot

A universal platform for marketers with all necessary tools, for A/B testing in particular. HubSpot offers a full software package: CRM, Marketing Hub, Sales Hub, and Service Hub. Here, you can conduct A/B testing of emails and web pages.

Key features:

• A content editor where you can experiment with various variables: content format [video, text, e-books, consultations], content formatting and style, image, and size of the email request form.
• You can create multilingual page versions to run several tests at a time.
• Results can be sorted and filtered by various parameters.

Rating on G2: HubSpot Marketing 4.4 of 5

Rating on Capterra: HubSpot Marketing 4.5 of 5

Price: from $800 / month.

Conclusions

The choice of an A/B testing tool plays an important role in the successful optimization of a web resource. Each of the solutions discussed in this article provides businesses with broad functionality and may be suitable for different companies depending on their needs and goals.

But before choosing a service, consider the goals for A/B testing, the features of your product, budgetary constraints, team experience, and the technical characteristics of the A/B testing tool. I’m not stopping at these five, so soon you’ll find a new article about four more A/B testing solutions!

In the meantime, share your experience with A/B testing! What tools do you use? Tell us about their advantages and features in the comments!