A/B Testing Software

A/B Testing

What is A/B Testing Software?

A/B testing software were used to perform randomized experimentation process where two versions of an asset were compared by marketers or researchers to gauge the performance of an asset to promote best digital experiences and campaign results. The software includes split testing capabilities, server-side testing, audience targeting, and analytics.

Common Features

  • Split Testing
  • Server Side Testing
  • Personalization/Audience Targeting
  • Analytics and Reporting
  • Feature Flagging
  • Integrations
  • Audience Segmentation
  • Multivariate Testing

Top A/B Testing Software

2024 Data Quadrant Awards

2024 Emotional Footprint Awards

At SoftwareReviews, we take pride in recognizing excellence. Each year, we present the Data Quadrant Awards to top-performing software products based solely on authentic user reviews, without any paid placements or analyst opinions. These awards highlight software products that excel in terms of features, vendor capabilities, and customer relationships, earning them the highest overall rankings.

At SoftwareReviews, we take pride in recognizing excellence. Each year, we present the Emotional Footprint Awards to top-performing software products based solely on authentic user reviews, without any paid placements or analyst opinions. These awards shine a spotlight on software vendors who excel in crafting and nurturing strong customer relationships.

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Products: 6
Next Award: Apr 2025

Top A/B Testing Software 2024

Product scores listed below represent current data. This may be different from data contained in reports and awards, which express data as of their publication date.

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Composite Score
8.7 /10
CX Score
8.8 /10

Google Analytics is a platform that collects data from your websites and apps to create reports that provide insights into your business. It is the go-to platform for millions of website and app owners seeking to gain a deeper understanding of their website and app performance. With Google Analytics, you can fine-tune your digital strategy, optimize your campaigns, and take your online presence to new heights, and get a complete understanding of your customers across devices and platforms. Google Analytics gives you the tools, free of charge, to understand the customer journey and improve marketing ROI.

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Pros

  • Generous Negotitation
  • Reliable
  • Fair
  • Performance Enhancing
Badge Winner
Badge Winner
Composite Score
8.5 /10
CX Score
8.8 /10

Marketing Hub is the all-in-one marketing automation software that connects customer insights through our Smart CRM. Attract attention to your business and collect contacts. Engage leads and customers at the right place and time. From attracting visitors to closing customers, HubSpot brings your entire marketing funnel together for less hassle, more control, and an inbound marketing strategy that actually works.

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Pros

  • Effective Service
  • Respectful
  • Friendly Negotiation
  • Trustworthy
Badge Winner
Badge Winner
Composite Score
7.6 /10
CX Score
7.2 /10

Optimizely Web Experimentation is a platform that allows you to experiment via A/B or multi-variant testing on any channel or device with an internet connection. Built for the enterprise, the platform is a front-end A/B and multi-page experimentation product that uses features like exclusion groups that let you safely run multiple experiments on the same page.

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Pros

  • Performance Enhancing
  • Reliable
  • Enables Productivity
  • Respectful

Cons

  • Under Delivered
  • Less Friendly Negotiation
  • Vendor's Interest First
Badge Winner
Adobe Systems

Adobe Target

Composite Score
7.0 /10
CX Score
6.9 /10

Adobe Target is the Adobe Experience Cloud solution that provides everything you need to tailor and personalize your customers’ experiences. Target helps you maximize revenue on your web and mobile sites, apps, social media, and other digital channels. With Adobe Target, you get AI-powered testing, personalization and automation at scale, so you can find that one customer out of a million, and give them what they want.

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Pros

  • Helps Innovate
  • Trustworthy
  • Performance Enhancing
  • Acts with Integrity

Cons

  • Vendor's Interest First
  • Under Delivered
  • Wastes Time
AB Tasty

AB Tasty

Composite Score
6.9 /10
CX Score
6.8 /10

AB Tasty is the platform for customer experience optimization, with features like experimentation, personalization, and product optimization to streamline your users along the buyer journey. Whether your KPI is a fast conversion, a subscription, or frequency of use, the platform is built to optimize every digital touchpoint from paid landing page to mobile checkout.

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Pros

  • Includes Product Enhancements
  • Efficient Service
  • Inspires Innovation
  • Reliable

Cons

  • Wastes Time
  • Under Delivered
Composite Score
6.8 /10
CX Score
6.9 /10

VWO Testing helps you run powerful A/B, multi-variate, split, multi-device, and multi-page tests on your website to turn your visitors into paying customers. The VWO Platform takes you one step ahead of the conventional experimentation tools by helping you weave a complete picture of your user and create personalized digital experiences which maximize conversions.

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Pros

  • Generous Negotitation
  • Helps Innovate
  • Caring
  • Respectful

Cons

  • Charges for Enhancements
  • Under Delivered
  • Vendor's Interest First

Products below are ineligible for awards due to insufficient recent reviews

Split Software

Split

Composite Score
8.4 /10
CX Score
8.2 /10

Split is a feature data platform that provides a unified feature flagging and experimentation platform enabling product and engineering teams to reduce cycle times, mitigate release risk, and maximize business impact throughout the Feature Delivery Lifecycle. Split provides enterprises with the speed, control, and data-driven insights they need to get ahead of the competition and get the right features in front of customers with zero downtime.

Composite Score
8.0 /10
CX Score
8.0 /10

Salesforce Marketing Cloud Personalization, formerly Interaction Studio, make 1-to-1 engagement a reality - across all touchpoints. Deliver truly relevant customer experiences with Salesforce's leading real-time personalization and interaction management solution. Understand each customer's wants and needs with Interaction Studio from Salesforce.

Pros

  • Continually Improving Product
  • Reliable
  • Performance Enhancing
  • Enables Productivity

Cons

  • Leverages Incumbent Status
Composite Score
7.9 /10
CX Score
7.9 /10

Create personalized multichannel customer journeys at scale with Freshmarketer. Engage with buyers wherever they are and provide consistent multichannel experiences across email, WhatsApp, SMS, live chat, social media, and more using a single solution.

LeadPages

Leadpages

Composite Score
7.9 /10
CX Score
7.9 /10

Leadpages is a digital lead generation platform, our software, support, and training enables entrepreneurs and marketers to easily publish websites and landing pages, and turn any page into a conversion opportunity. Used to boost results with advertising on Facebook, LinkedIn, Google, Instagram, and beyond; along with organic searches on Google and Bing, you’ll market more confidently with Leadpages.