Introduction
A/B testing tools – A quick look
1. Fibr AI
2. Unbounce
3. Omniconvert
4. VWO
5. Benchmark
6. ActiveCampaign
7. ABTasty
What is A/B testing, and why is it important?
You can think of A/B testing as an experiment wherein two variations of a webpage or mobile app are shown to random or a particular set of audiences. And a statistical analysis shows which variation performed better.
Let’s understand A/B testing with the help of an example:
Imagine you are creating a landing page for a webinar and believe the CTA “Register Now” would work. And one of your fellow marketers believes the CTA “Reserve your Seat” would bring better results. But how would you know for sure?
That’s where A/B testing comes into the picture. A/B testing is a methodology that allows you to compare two variations of a webpage (landing page), mobile app, email, etc, and identify which performs better.
If you’re wondering whether companies use A/B testing or not, you’d be amazed to know that:
According to 99Firms, around 77% of companies run A/B tests on their website. And 60% of companies perform A/B tests on their landing pages.
But is A/B testing important?
Does conducting and analyzing A/B tests make a difference?
Let’s find out. No fluff. Only data!
According to 99Firms, 70% of businesses reported increased sales from A/B testing landing pages before launch.
A/B testing of email content and subject lines can boost the ROI by up to 28%, says Litmus.
According to GetResponse, emails with images offer a 10% boost in open rates. And how do you think they got to know this, if not by testing?
Amazon chief Jeff Bezos has said, “Our success at Amazon is a function of how many experiments we do per year, per month, per week, per day.”
In short, A/B testing helps you identify what works and what does not. You can replicate what works and discontinue what does not. And this can directly impact your conversions, regardless of your industry.
What key features to look for in A/B testing tools?
Here are the key features you must look for:
User interface and visual editor
Impact on page load time and FOOC
Advanced AI features and automation
Support for multiple testing types
Advanced targeting
Statistical model
Reporting and analytics
3rd party integrations
Customer support
1. User interface and visual editor
Look for an A/B testing tool that has an easy-to-use user interface. Also, it should have a visual editor to help you create, launch, and analyze tests without needing any technical expertise.
2. Impact on page load time and FOOC
Certain A/B tools negatively impact page load time and cause issues like FOOC (flash of original content), leading to poor user experience and inaccurate test results.
Make sure your A/B testing tool has minimal impact on page load time, ensures flicker-free delivery, and enables a seamless user experience.
3. Advanced AI features and automation
Look for an A/B testing tool with advanced AI features and automation like bulk landing page generation. You should be able to create multiple variations of your landing page or elements on the landing page with just a click. This is to help you save time and run more tests.
4. Support for multiple testing types
In addition to regular A/B tests, tools often offer experiments like multivariate testing, server-side testing, multi-page testing, and split-URL testing. Make sure your split testing tool supports the experiment type your business needs.
5. Advanced targeting
Advanced targeting enables you to test your variations with audiences based on their traffic sources, OS, browsers, and behavior, among other factors. This helps with personalized testing and also improves the efficiency and effectiveness of the experiments.
6. Statistical model
A/B testing tools fundamentally use these statistical models: Bayesian and Frequentist. And each statistical model has its ups and downs. Make sure the split testing software you choose uses your preferred statistical model.
7. Reporting and analytics
This is probably one of the most fundamental features of an A/B testing software. It should be able to create comprehensive reports that are easy to visualize and drive insights from. Otherwise, there is no point in conducting experiments.
8. 3rd party integrations
If you have multiple tools (be it GA4, Hotjar, etc) in your tech stack, which is highly likely, make sure your A/B testing tool supports 3rd party integration.
9. Customer support
Regardless of how good website a/b testing tools are, you will need to contact customer support sooner or later. So, look for an A/B testing services provider with a dedicated customer support department. Ideally, you should have direct access to customer support should you encounter any hiccups.
The 7 best A/B testing tools of 2025
After careful consideration of features, use cases, customer reviews, and case studies, we have curated a list of the best A/B testing tools for 2025. You can compare your options and make an informed decision.
Note. To ease the decision-making process, we have divided the A/B testing tools into multiple categories based on their primary use case/specialization.
Best A/B testing tools for website optimization
Here are the best A/B testing tools for landing pages and website optimization:
1. Fibr AI
Fibr AI is a lifetime free AI-powered A/B testing platform that can help you create, run, and analyze comprehensive A/B tests on your landing pages. Based on detailed reports of the A/B tests, you can make the necessary changes on your web pages and improve conversions.
Here are the primary features of Fibr AI’s A/B testing tool:
Schedule campaigns: With Fibr AI’s A/B testing tool, you can schedule A/B test campaigns to start and stop at specific dates and times. This flexibility gives you control over your testing schedule. For instance, you can pause the campaign when you expect low traffic and keep it running when the traffic is high.
Target multiple audience sets: With Fibr AI’s A/B testing software, you can target your A/B tests to specific audiences based on the traffic source, OS, browsers, behavior, traffic source, and more. This hyper-targeting allows you to get granular insights.
Traffic allocation: Say you don’t want to test variations with the entire traffic your website is getting. In this case, you can leverage Fibr AI’s traffic allocation feature that allows you to run tests through a specified percentage of your visitors.
Traffic split: Not too sure about a variant? No problems. Using Fibr AI’s traffic split feature, you can specify the percentage of the audience that will and will not see a specific variant.
Download reports: Fibr AI allows you to download test reports in .csv format to analyze offline. You can even share the reports with your colleagues or stakeholders for a deeper dive.
Statistical significance: Fibr AI’s A/B testing tool enables you to analyze conversion rates, p-values (probability), and confidence levels. It further converts this data into actionable insights, allowing you to make confident data-driven decisions.
Some additional features of Fibr AI that make it stand out:
Visual editor: Using Fibr AI’s visual editor, you can modify elements of your web pages without coding.
Instant landing page variations: Fibr AI’s A/B testing platform allows you to create multiple landing pages and variations in bulk without manual intervention.
AI-powered A/B testing: In addition to creating landing page variations in bulk, you can also create variations of your webpage elements. Choose the landing page elements you want to optimize and let Fibr AI’s powerful AI engine do the job. It will instantly create multiple high-converting variations, enabling you to run more tests in less time.
Seamless GA4 integration: Fibr AI seamlessly integrates with Google Analytics 4. This means you can analyze your test and visitor data simultaneously and in real-time, enabling ROI-focused decision-making.
Forget about performance issues: Fibr AI’s A/B testing software enables a seamless user experience. So, no more slow page loads, SEO errors, privacy issues, or FOOC.
Testing Type: A/B testing
Pricing: Fibr AI’s A/B testing tool is forever free, provided you have one active campaign per URL.
2. Unbounce
Unbounce is a landing page builder and a CRO platform that also allows you to conduct and analyze A/B tests on your website. Using Unbounce, you can test your landing page copies and CTAs and optimize them to improve conversions.
Here are the primary features of Unbounce’s A/B testing tool:
WYSIWYG editor
Data integration with third-party platforms
AI copywriting
Testing Type: A/B Testing, Multivariate Testing
Statistical Model: There is limited information available about the statistical model Unbounce uses.
Pricing: The plans that include A/B testing, among other features, start at $112 per month and go all the way up to $499 per month.
3. Omniconvert
Omniconvert is a conversion rate optimization platform designed for D2C brands. Using this tool, you can run experiments on your website, analyze them, and even collect feedback to make informed decisions.
Here are the primary features of Omniconvert’s A/B testing tool:
Web experimentation
Customer analytics
Customer feedback tools
Personalization
Audience segmentation
WYSIWYG editor
Testing Type: A/B Testing, Split URL Testing
Statistical Model: Frequentist and Bayesian
Pricing: Omniconvert’s pricing for A/B testing depends on the number of monthly tracked users or MTUs tracked. For instance, if you have up to 50,000 monthly users, you will be charged around $273 a month. As the traffic increases, so does the monthly fee.
Best A/B testing tools for mobile apps
Here is one of the best A/B testing software for mobile apps:
4. VWO
VWO is a comprehensive experience optimization platform that can help you conduct complex A/B experiments and:
Optimize user flow
Test new features
Improve In-app experiences
Whether you need a tool for marketing folks with no coding experience or tech-savvy developers, VWO is probably the best option.
Here are the primary features of VWO’s A/B testing tool:
Mutually exclusive tests
Multi-arm bandit
Traffic allocation
Test scheduling
Logging & error debugging
Advanced targeting
In addition to mobile apps, VWO can help you with server-side and web testing.
Testing Type: A/B Testing, Split URL Testing, Multivariate Testing
Statistical Model: Bayesian
Pricing: VWO’s pricing for mobile app A/B testing depends on the number of monthly tracked users or MTUs tracked. For instance, if you have up to 10,000 monthly users, you will be charged around $1500 a month. As the traffic increases, so does the monthly fee.
Best A/B testing tools for email marketing
Here are the best A/B testing resources for email marketing:
5. Benchmark
Benchmark is an email marketing platform that allows you to A/B test your email marketing campaigns. You can test the subject lines, content, delivery time, and more. Also, you can test multiple variables using this tool.
Note. Testing multiple variables at the same time can be a little confusing in terms of email.
Testing Type: A/B Testing, Multivariate Testing
Pricing: The plan that includes A/B testing starts at $13 a month.
6. ActiveCampaign
ActiveCampaign is an email and marketing automation platform that helps you test the performance of your email marketing campaigns. You can test CTA buttons and user behavior and understand what works and what doesn’t work for your TG.
Moreover, ActiveCampaign allows you to integrate email heatmaps. This way, you can dive deeper into the customer journey within an email template.
Here are the primary features of ActiveCampaign’s A/B testing tool:
Great UI and UX
Customizable metrics
Split automation
Design and CTA testing
Testing Type: A/B Testing
Pricing: The plan that includes A/B testing starts at $49 a month.
Best A/B testing tools with advanced analytics
Here is one of the best A/B testing tools for web experimentation with advanced analytics:
7. ABTasty
ABTasty is an experience optimization platform that combines experience building with advanced A/B testing to improve conversions. It’s one of the most renowned tools in the market, known for its advanced analytics.
Here are the primary features of ABTasty:
Extensive analytics
WYSIWYG editor
Comprehensive widget options
Multi-armed bandit testing
Audience and behavior-based targeting
Testing Type: A/B Testing, Split URL Testing, Multivariate Testing
Statistical Model: Bayesian
Pricing: Contact the sales team.
Best free A/B testing tools
Here are some free A/B testing tools from the above list:
Fibr AI: forever free A/B testing
VWO: Free for up to 30 days
How to choose the right A/B testing tool for your business?
You can narrow down your options by referring to this section: Key features to look for in an A/B testing tool. To help you save the hassle of comparing multiple tools, we have further simplified the decision-making process.
If you need a:
Tool that helps you with a mobile app or/and server side A/B testing, VWO can help.
Solution with advanced analytics, you can go for ABTasty.
Straightforward tool for email A/B testing, you’d like Benchmark.
Complete AI-powered solution that helps you with conversion rate optimization, from creating landing pages and conducting experiments to boosting conversions, Fibr AI is what you should go for.
Fibr AI is a forever-free A/B testing solution that allows you to run as many tests as you want. It comes with a visual editor, advanced targeting, 3rd party integrations, advanced reporting and analytics, and other features that make it a reliable A/B testing tool.
With Fibr AI, you can create highly personalized landing pages instantly using AI and test the same for free.
Whether you are an experienced marketer with no budget constraints or someone with a limited budget looking for an end-to-end CRO solution that includes A/B testing, Fibr AI is your best bet.
Sign up with Fibr AI and start running experiments today.
Note. Want to see for yourself how Fibr AI compares with the leading A/B testing solutions? Check out this comparison.
FAQs
1. What is the purpose of A/B testing?
The primary purpose of A/B testing is to compare two variations of a webpage or mobile app to identify which performs better. When you know a variant drives better results, you can replace it with the underperforming one and drive better results.
Note: The more tests you conduct, the more growth opportunities you can identify.
2. How do I choose metrics for A/B testing tools?
The metrics you choose depend on the goals of your business. If you have a SaaS website, your metrics would include:
Form submissions
CLV
Subscriptions
Trial conversions
However, if you own an eCommerce business, your metrics would be different:
Average order value
Email subscriptions
Page visits
Revenue per visitor
Note. You can always talk to an A/B expert at Fibr AI to identify the most ideal metrics to track for your experiments.
3. Do I need a professional A/B testing service to improve my website performance?
If you don’t have an in-house tool that allows you to:
Conduct as many A/B tests as you want
Drive useful insights
Make the necessary optimizations
you need a professional A/B testing service provider like Fibr AI.
4. What are multivariate tests?
Multivariate tests, or MVTs, are an experiment type that allows you to test multiple variables of a digital asset simultaneously.
If you are testing the CTAs, content, and images in the same experiment, you can call it a multivariate test.
About the author
Meenal Chirana
Meenal Chirana, Content Marketer at Fibr, brings five years of experience in the content field to the team. Her passion for creating engaging content is matched only by her expertise in writing, SEO and content marketing . Passionate about all things content and digital marketing, she is always on the lookout for innovative ways to connect with audiences and elevate brands.
