Popular A/B Testing Tools That The Industry Is Using in 2020

Popular A/B Testing Tools That The Industry Is Using in 2020

A/B multivariate testing, otherwise known as split testing, is how businesses find the best combination of elements that lead to success. Whether it’s color, layouts, or context, you can use A/B testing to split groups and compare them side-by-side at the same time. Since A/B testing maintains the time as a constant, you can ensure at least time-sensitive external variables are not in effect.

A/B testing can either be done on the client-side or server-side. Client-side is typically an easy drag-and-drop editor within the tool’s user interface for anyone to set up tests. Server-side is dependent on a developer’s help to adjust the back-end to implement the test, but can be more flexible in terms of integrating internal data and processes.

Insights you can gain from A/B multivariate testing:
  • Which combination of elements drives a user to click through to the next page?
  • Which types of content lead to a conversion best?
  • Are users more inclined to click with one creative or the other?
  • Is the content recommendation improving user engagement and sales?

Pick an A/B testing tool that matches your team’s capabilities, but also allows flexibility for the tests you need to facilitate. A/B testing is a great method to experiment different variations without fully committing to complete changes at once. You can make informed decisions based on high statistical significance, or at least consistent user trends.


Visual Website Optimizer


Visual Website Optimizer, also known as VWO, is a full-package A/B split testing tool to evaluate multiple variables with an easy setup. Its designer interface doesn’t require a developer with its simple drag and drop editor. You can track and analyze pathing behavior and targeted actions as you set your own goals and metrics for VWO to collect. VWO further allows for personalization as tests can also be based on targeted user segments. This avoids conflict between tests, but also be more customized to user experiences.

Additional VWO features included:

  • On-page surveys
  • Forms
  • API integrations

What makes VWO stand out? ?

VWO reports include success metrics like confidence levels to ensure you have enough data to make an informed conclusion. You can also integrate your own metrics tracking to be more comprehensive. With a simple asynchronous snippet, VWO will always be ready to collect data as tests are live without delaying the rest of the page load. It’s simple and easy to set up tests with its point-and-click editor within the user interface. No developer needed!



HotJar is a user-experience analytics tool to help you understand conversion funnels and user navigation. You can easily set up your conversion funnels to see fallout, exits, and full completions for a quick glance into website performance. With screen recording samples, HotJar provides a real perspective on how an individual user navigate through your site, so you can understand more clearly how people fallout. Heatmaps are a great addition to this as it aggregates the click data and mouse-over behavior with “heat-related” colors. For more direct user feedback, HotJar integrates features to distribute surveys, feedback polls, and forms. You can also recruit user testers from within the platform if needed.

What makes HotJar stand out?

It’s all-in-one platform to understand user path behavior with both quantitative and qualitative testing. HotJar provides real session recordings and heatmap tracking, but also additional features to gather more feedback from users directly.



ABTasty is an A/B and multivariate split testing tool with two options with server-side and client-side setup. Server-side setup allows for full flexibility as it relies heavily on an API integration and back-end work, but can directly integrate with your servers and data warehouse. Server-side is still in beta as they’re expanding their reporting functionalities, but developers can extract the data on the back-end if needed. Client-side is for the everyday user who wants to push out A/B tests in a few minutes with a drag-and-drop editor. Client-side does provide personalization targeting based on user behavior for simplicity.

What makes ABTasty stand out?

ABTasty gives you options in how you want to facilitate A/B tests with one tool. You can do both simple and complex tests depending on your need. Whether you’re a marketer or an actual developer, any one can set up a test with ABTasty.



Optimizely is an A/B and multivariate split testing tool that integrates well across all platforms: website, mobile apps, and even television apps. Optimizely also offers personalization capabilities to customize user experiences, along with web recommendations as users browse. The tool does require an army of developers to implement tests, which allows for more complex A/B testing capabilities. Though, Optimizely depends on synchronous code where code can only process as a sequence, which can affect page loads. Optimizely also includes features to understand crash activity, so developers can continue to monitor platform experience and fix issues.

What makes Optimizely stand out?

With its focus on back-end A/B testing integrations, teams can facilitate very complex experiments while integrating internal processes and data. It allows for high flexibility in aligning test variables to match form layouts to databases, content recommendations to product library, and more. Every variable is set up before the user loads the browser, so the experience is seamless.

Adobe Target


Adobe Test and Target is a personalization analytics tool with A/B split testing functionalities. You can use Adobe TnT to create your own audience segments from user behavior or internal data for more targeted experiences. With its drag and drop editor, users can easily set up simple A/B tests with a couple clicks. However, more complex needs require developer customization in the back-end. Adobe Test and Target allows you to deliver content and recommendations based off of historical and affinity data gathered through Adobe Analytics and even Google Analytics. Statistical significance metrics are also included to represent if the volume of data is consistent enough to form a fair assumption. ?

What makes Adobe Test and Target stand out?

Adobe TnT caters towards more advanced A/B testers as it provides the full functionality to carry out experiments, both client-side and server-side. Since it integrates with advanced analytics within Adobe Analytics, you can understand the full user behavior from start-to-finish. Adobe TnT allows for custom audience segments that stem from internal data, so testing is powerful with actual user analytics.



Unbounce is a landing page creator and optimizer tool that integrates with your favorite web analytics tool. You can build and test pages, popups, sticky bars, and even mobile pages all within Unbounce without affecting your original website pages. You can benefit with Unbounce by creating pages to match your paid ad campaigns. Google Ads rewards relevant content with similar keywords and URL names, so Unbounce gives the easy fix to increase your ad quality score and lower your cost-per-click.

What makes Unbounce stand out?

Unbounce specializes in landing page experiments, so they provide many options to test one page’s elements at once. It is kept separate from your original website pages, which prevents any external effects on normal user behavior. With the ability to create numerous landing pages, you can customize your campaigns to achieve lower cost-per-acquisition and optimize overall budget.


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