18 Best A/B Testing Resources In 2025

Here, we’ll discuss all the steps involved in performing an A/B test and share the corresponding resources:

Step 1: Research (Identifying the Issue)

Before conducting an A/B test, you need to perform research to understand how your website is performing. For instance, you need to find out the:

• Number of users visiting your website

• Pages with the most traffic

• Bounce rate of the pages you want to test

• Average time spent per session.

The above quantitative data will help you identify the landing pages with the most growth potential and the potential issues.

In addition, you need to track the qualitative data to understand why the users are behaving the way they’re behaving, i.e., learn more about the user's behavior. You can track the qualitative data using:

1. Heatmaps:

• Scroll maps

• Click maps

• Move maps

2. Use feedback:

• Real-time surveys

Best A/B Testing Resources for Research

Here are some important resources using which you can gather data for research purposes:

6. Google Analytics (Free): Who doesn’t know about Google Analytics? GA4 is a free web analytics tool that helps you track your website traffic, visitor demographics, and bounce rate, among other metrics. 

Google Analytics tracks the above and several other metrics and creates insightful reports that you can use to draw actionable information.

7. Landing Page Analyzer (Free): With this tool, you can determine how effective your landing page is. When you enter your landing page’s URL, you’ll get practical insights to improve page elements critical for conversions.

Even though Landing Page Analyzer is a free tool, it gives you comprehensive reports that take into consideration these aspects of your landing page:

• Relevance

• Propensity

• Persuasiveness

• Motivation

• Focus on the goal

8. Hotjar for Qualitative Analysis: Use Hotjar for heatmap analysis of your landing page and understand how users interact with different elements.

Hotjar also comes with session recordings, offering you behind-the-scenes access to the customer journey. This is crucial to identify any gaps in the customer journey that might be stopping users from taking the right actions. 

In addition, you can use Hotjar’s user survey feature to capture real-time feedback from your visitors. This will help you pinpoint the issues on your landing page.

With all the quantitative and qualitative data at your disposal, you’re ready to move to the next step, which involves drawing actionable insights.

Step 2: Observing and Formulating a Hypothesis

You have all the qualitative and quantitative data. Now what? Now, you need to analyze the gathered data, make observations, and draw insights to create a data-backed hypothesis.

Here’s an example:

Based on the quantitative data you gathered, you noticed that the click-through rate is poor. The heatmap analysis revealed that the users hover around the CTA (button) but do not click.

Hypothesis

If you change the color of the “Add to Cart”  button on the product page to make it pop, the click-through rate will improve, and so will the conversions.

Best A/B Testing Resources (Reading) for Hypothesis Formulation

Here are some important resources using which you can learn how to formulate a hypothesis:

9. How to formulate a smart A/B test hypothesis: This article from Unbounce will help you understand the different crucial components of an A/B testing hypothesis and its importance.

   
   

10. Example A/B test hypothesis: This is yet another great blog that lays stress on the importance of an A/B testing hypothesis and why your campaign is dead without it.

    
    

11. 11 A/B Testing Examples From Real Businesses: This article from HubSpot will walk you through several A/B testing examples from real businesses. You can take inspiration from different hypotheses used in this article and find different testing ideas.

Step 3: Create Variations

Based on your hypothesis, you need to create variations of the landing page and test them against your control or existing version.

Continuing the same example, you can change the color of your “Add to Cart” button on your product page and test this variation with the previous one. But how can you make landing page variations? Let’s find out.

Best A/B Testing Resources (Tools) for Creating Landing Page Variations

Here are some important resources using which you can create landing page variations in seconds:

12. Fibr AI’s A/B Landing Page Creator: Fibr AI is an AI-powered personalization platform that offers a landing page creator. Using this tool, you can instantly create conversion-friendly landing pages in bulk without coding.

Also, the visual editor helps you create landing page variations almost instantly. You need to select the landing page element you want to modify, make the necessary changes using the visual editor, and you’re ready to test.

For headlines, CTA text and other content, you just have to select the element, and Fibr AI’s AI engine will give you conversion-friendly recommendations, streamlining the entire process.

13. Instapage: This is another AI-powered landing page generator that can help you create variations for your landing pages.

Step 4: Time to Finally Run A/B Tests

Before you jump into launching your A/B test, make sure to decide the testing method and the approach you want to use. 

Here are the testing methods you can choose from:

• Split URL Testing: In split testing method, you compare two completely different webpage versions with a different URL. Also, the traffic is split between the two URLs, and the final results are analyzed to determine which one performs better.

  
  

• Multivariate Testing: In this testing method, multiple variables/elements of the two webpages are tested at the same time. This helps determine the best-performing combination. 

  
  

• Multipage Testing: In this method, you test multiple pages of a funnel or website. Say you have a funnel, and you create a variation for each page in your funnel. Then, you compare both of these funnels to determine the best performer.

Here are the two common testing approaches you can choose from:

• Frequentist Approach: This approach relies on the frequency (the number of times a particular event occurs) of the outcomes. The frequentist approach is more rigid and requires a large sample size and more time to reach statistical significance.

  
  

• Bayesian Approach: Unlike the Frequentist model that relies on frequency, the Bayesian approach leverages both past and latest data to conclude. This approach requires less time and updates the results as new data arrives.

Best A/B Testing Resources for Choosing the Right Landing Page Testing Approach and Method

Here are some important resources to help you choose the right testing approach and method:

14. A/B Testing vs Multivariate Testing vs. Multipage Testing: This article from Convert.com explains the difference between different testing methods using easy-to-understand examples.

    
    

15. Bayesian vs. Frequentist A/B Testing: What’s the Difference: This article from CXL will help you differentiate between the Frequentist and the Bayesian approach and potentially decide which one you should go for.

Once you’re done choosing the right method and approach, you can start conducting your tests. And to conduct tests, you’d need reliable tools, which you can find below.

Best A/B Testing Resources for Conducting A/B Tests

Here are some reliable A/B testing tools for conducting A/B tests:

16. Fibr AI (FREE): Fibr AI offers a free A/B testing tool that you can use to test any webpage without paying a penny. This tool allows you to quickly create and edit landing pages and create landing page variations with minimal effort. Thanks to its visual editor, you don’t have to code to generate, optimize landing pages, or create landing pages or variations.

The AI engine provides you with AI-powered suggestions for your headlines, CTA texts, and other web copy allowing you to create variations pretty quickly.

17. ABTasty: ABTasty is a leading A/B testing solution that combines advanced testing with experience building to help you increase conversions. Also, this tool leverages the Bayesian approach to run the test.

    
    

18. Five-Second Test: This one is an effective method to test if your design effectively communicates the message (within the first five seconds) it is supposed to. The tool is free to use and helps you measure your audience recall and first impression and get feedback on what’s unclear.

Step 5: Analyze the Results and Make Optimizations

Analyzing the results is a crucial part of the A/B testing. After all, if you don’t analyze your results, how’d you know if your hypothesis was correct? 

For testing purposes, you can use the same tools you used for conducting A/B tests:

19. Fibr AI Analytics: Fibr AI’s A/B testing tool also has robust data analytics. You can analyze conversion rates, p-values, and confidence levels to draw practical insights and determine if the optimizations are statistically significant.

Fibr AI also allows you to download the test reports for offline analysis. You can perform in-depth analysis on such reports and collaborate with your colleagues.