Websites and apps only win when real people can use them easily—and A/B testing is how you prove what actually works. The right tool lets you compare messaging, layouts, CTAs, promotions, images, and flows, then use real user data (not guesses) to ship better experiences, faster.
We researched dozens of split-testing platforms and narrowed the field to five standouts—each excels for a different use case so you can match the tool to your team, stack, and goals.
The Top 5 Best A/B Testing Tools
These companies are consistently strong choices for experimentation—pick based on your scenario and channel focus.
- Optimizely – Best Overall A/B Testing Platform
- Crazy Egg – Best Visual Insight Tool for A/B Testing
- Airship (formerly Apptimize) – Best for Mobile App Creators
- Adobe Target – Best for Personalizing the Customer Experience
- Convert – Best for Multi-Client Users
Below, you’ll find concise reviews that explain where each product shines and how to decide which fits your optimization roadmap.
Match Your Scenario to the Right A/B Testing Tool Solution
Different teams need different testing workflows. Here are the most common situations we see—and the tool that fits best:
- Your team is new to A/B testing
- You help multiple clients optimize their content
- Your small business needs a simple and affordable testing tool
- You want to test the customer experience end to end
- You need to run tests consistently without hurting site speed
Your team is new to A/B testing
Best Option: Optimizely
Optimizely packages powerful features in an approachable interface. The visual editor makes it easy to change copy, move elements, and preview variants without writing code. Guided workflows, targeting, and QA help new teams launch clean tests with reliable results. Optimizely also offers Performance Edge delivery to reduce flicker and latency by executing logic at the CDN level, which helps preserve Core Web Vitals.
Reusable experiment templates and audiences speed up repeatable tests across pages and campaigns, so your team spends more time interpreting results and less time rebuilding setups.
Another great option: Crazy Egg
If you want more than pass/fail results, Crazy Egg layers visual behavior analytics on top of A/B testing. Heatmaps, scrollmaps, and click reports show exactly how people interact with your page, which makes prioritizing test ideas much easier for non-analysts. Crazy Egg includes built-in A/B testing and offers a 30-day free trial.
Session recordings add context—watch real journeys, spot friction, and translate insights into focused variants. Then spin up tests inside Crazy Egg and promote the winner with confidence.
Setup is quick, the learning curve is light, and you get a clear feedback loop from insight ? test ? rollout.
You help multiple clients optimize their content
Best Option: Convert
Convert is built with agencies and consultants in mind. Create separate client workspaces, invite collaborators with granular permissions, and keep data segmented and secure. Convert emphasizes privacy and performance, including a flicker-free implementation (SmartInsert™) and a predictable, traffic-based approach to billing.
Another great choice: Optimizely
Optimizely supports multi-user collaboration with role-based permissions and multiple projects. Teams can also choose web, edge, or feature experimentation models depending on performance needs.
Solopreneurs and agencies juggling multiple clients should prioritize:
- User permissions: Choose tools with flexible, role-based access so each person only sees what they need.
- Privacy and security: Look for first-party cookies, encryption, 2FA, and clear data processing policies to protect client data.
- Detailed reporting: Client-ready reports and exportable results make it easier to explain impact and recommend next steps.
Your small business needs a simple and affordable testing tool
Best Option: Convert
Compared to heavyweight enterprise suites, Convert is cost-efficient for teams that want serious testing without the bloat. Plans and messaging emphasize predictable, traffic-based pricing, and there’s a full-access 15-day free trial (no credit card).
Even entry tiers cover core needs—multiple projects, goals, robust targeting, and unlimited experiments—so you can grow your program without switching tools the minute results start scaling.
If you don’t need advanced features right now, focus on:
- Pricing: Favor tools with transparent plans, free trials, or pricing based on traffic instead of user seats.
- Ease of use: Pick a visual editor with quick setup so non-developers can launch tests independently.
- Scalability: Ensure you can upgrade traffic limits and features smoothly as experimentation expands.
You want to test the customer experience in its entirety
Best Option: Adobe Target
Adobe Target supports cross-channel experimentation and personalization. In 2025, Adobe also introduced the Journey Optimizer Experimentation Accelerator, which integrates with Adobe Target and Adobe Journey Optimizer to centralize experiment management and add AI-driven insights across journeys.
Its Auto-Target and recommendations capabilities help you personalize at scale while keeping your team in control of audiences and guardrails.
Another great choice: Airship (formerly Apptimize)
Airship’s experimentation (originally Apptimize) focuses on native mobile apps in addition to web, letting product teams run tests and manage feature flags without waiting on app-store approvals. The Airship platform unifies tests across channels and devices from one dashboard.
It’s ideal for validating end-to-end journeys where users bounce between channels and devices.
To ensure the journey works as intended, prioritize:
- Multichannel testing: Validate how a change in one channel impacts engagement and revenue in another.
- Easy feature rollout: Favor tools that make pushing winners live fast and low-risk.
- Element coverage: Make sure you can test copy, images, CTAs, navigation, and forms—across the stack.
- Visual editing: Real-time previews reduce guesswork and help non-technical stakeholders align quickly.
You need to run tests consistently without impacting site speeds
Best Option: Optimizely
High-volume testing can slow pages if everything runs in the browser. Optimizely’s Performance Edge executes experiment logic on the CDN before the page renders, which reduces latency and eliminates the visual “flicker” that can skew results and hurt Core Web Vitals.
Another great choice: Convert
Some tools briefly show the original page before swapping in a variant (the dreaded flicker). Convert’s SmartInsert™ approach is designed to be flicker-free, with variation switching tuned for fast first and repeat loads.
To improve your site without affecting speed, think about:
- Flicker control: Choose an approach that applies changes before paint, not after.
- Right-sized experiments: Use simpler client-side tests for UI tweaks and server/edge execution for performance-sensitive pages.
A/B Testing Tool Company Reviews
After hands-on testing and feature comparisons, these five tools rose to the top for most teams. Here’s what stands out and when to choose each.
Use the notes below to match capabilities to your roadmap and stack.
Optimizely – Best Overall A/B Testing Tool
Optimizely is the most complete experimentation platform here. Beyond classic A/B tests, you get multivariate and multi-page funnel testing, audience targeting, and Performance Edge experiments to keep pages fast. Newer Opal AI capabilities also help generate ideas and summarize results.
The visual editor is friendly for marketers, while developers can add custom code and events. Templates and saved audiences speed up repeat tests so teams can scale throughput without reinventing the wheel.
It’s a premium product with annual contracts—best for organizations that will fully leverage advanced targeting, reporting, and performance-optimized delivery.
What Makes Optimizely Great
Optimizely lets you target granular audiences (e.g., geolocation, behavior, referral source) and trigger experiences contextually—think promotions on click or location-based messaging. Reporting aligns to the customer journey, and Performance Edge helps ensure low-latency delivery.
Pricing for Web Experimentation isn’t listed publicly—request a quote. Expect enterprise-style packaging and commitments.
Request a quote from Optimizely.
Crazy Egg – Best for Visualizing User Behavior in A/B Tests
The job of A/B testing is to find what wins for users. Crazy Egg excels by showing you the “why” behind results. Visual heatmaps, scrollmaps, and click reports reveal attention hotspots and blind spots before you build variants. Crazy Egg also includes simple A/B testing, so you can launch and evaluate variants without switching tools.
Use recordings to watch real sessions, identify friction, and craft sharper hypotheses. Then launch tests directly in Crazy Egg and measure impact on engagement and conversions—no tool-hopping required.
When a variant wins, you can roll it out confidently knowing it’s backed by both behavior insights and test data.
Plans include a 30-day free trial so you can validate fit and spin up your first experiments without risk.
Airship (formerly Apptimize) – Best for Mobile App Creators
Some tools lean web-first. Airship (which acquired Apptimize) specializes in mobile while still covering cross-channel use cases. Run experiments and manage feature flags across native iOS/Android apps and mobile web, often without shipping a new app version—so product teams can learn fast.
You can also test the mobile version of your site to ensure a consistent experience across devices, and analyze how app changes affect web conversions (and vice versa) from a central dashboard.
Airship supports audience targeting and personalization for different user segments, so your app experience adapts to behavior and lifecycle stage.
Request a demo of Airship Experiments. (Apptimize now lives under the Airship brand.)
Adobe Target – Best for Personalizing the Customer Experience
The best testing tools help you learn what resonates—and then deliver it automatically. Adobe Target combines robust testing with intelligent personalization, and in 2025 Adobe added the Journey Optimizer Experimentation Accelerator to unify experiment management and surface AI-powered opportunities across journeys.
What Makes Adobe Target Great
Start with split tests for defined segments, then graduate to automated personalization that scales your winners. Adobe’s machine learning can recommend content and offers while your team maintains control with business rules and priority settings.
Target can also incorporate offline insights into audience logic, aligning experiments and personalization with your business priorities. Pricing is customized—contact sales for a quote.
Convert – Best for Multi-Client Users
Agencies and freelancers need clean separation between clients plus flexible access. Convert delivers with dedicated client workspaces, transferable projects, and role-based permissions so you can invite stakeholders without exposing unrelated data. Convert highlights a flicker-free script implementation (SmartInsert™) and offers a 15-day free trial.
Traffic allocation by project makes billing and capacity planning straightforward—you can assign usage where it’s needed and avoid waste.
What Makes Convert Great
Create A/B, multivariate, and multipage experiments using either a visual editor or raw code. Advanced targeting (with dozens of filters) helps you reach exactly the visitors you want, and the platform is engineered to avoid flicker on load so results stay clean.
Convert is a smart fit if you manage multiple clients and need speed, privacy, and predictable billing. Start a free trial of Convert.
The Top A/B Testing Tools in Summary
For most teams, Optimizely is the best overall option thanks to its deep feature set, performance-optimized delivery (Performance Edge), and strong reporting. If you want fast visual insights to guide testing, Crazy Egg adds heatmaps and recordings to your workflow. Mobile-heavy teams should look at Airship, sophisticated personalization programs belong with Adobe Target (now complemented by the Journey Optimizer Experimentation Accelerator), and agencies will appreciate the client-friendly structure in Convert. Choose the tool that fits your channels and decision-making style—and keep shipping experiments that make a measurable difference.