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Have you ever gone to a website and noticed that it looks different than your last visit? But then when you text your friend to complain about it, they say that it still looks the same for them? Chances are a digital marketer was A/B testing the design of the website. Your friend received version A while you received version B.

A/B testing, also known as split testing, is a research methodology used by digital marketers (and sometimes product managers and programmers) to experiment with different types of user experiences on an app or website.

If you wish to learn more about A/B testing, you can check out our free courses, A/B Testing for Business Analysts, and A/B Testing: Online Experiment Design and Analysis.

Without further ado, here is our list of the top 5 tools for A/B testing currently on the market.

1. Google Optimize

Google Optimize is free software for small- to medium-size businesses that want to begin to A/B test their product. It has a variety of features, like a visual editor for building website variations, easy user segmentation, and instant integration with Google Analytics

If you need a free solution and already use Google Analytics, this is definitely the right pick for you. For enterprise companies, Google has a paid version that is part of the Google Marketing Platform.

2. AB Tasty

AB Tasty specializes in AI-driven, scalable website and app experimentation and personalization. Their lowest-tier software has a visual editor, a code editor, an audience builder tool, and tons of widgets for nudge campaigns, social interactions, and more. 

Since artificial intelligence is a main part of the product, you can expect to worry much less about tedious and repetitive tasks and instead focus more on building high-level campaigns and experiments to provide the best possible experience for your users. 
With AB Tasty, there is no free level of the software and you must get in contact with their sales teams to get more info on pricing. They offer three levels: Essentials, Growth, and Elite. Each level comes with more features, like audience metrics, customer support levels, and APIs.

3. Optimizely

Optimizely is one of the most popular tools for A/B testing on the market. The company has been around for over 10 years and is a top choice for enterprise customers and small businesses alike. One of the reasons it is so well-liked is because it’s incredibly easy to use and requires no prior technical experience to set up.

Optimizely is not forthcoming about the pricing of their software, but rumor has it that it is on the pricier end of tools available. Still, with all the features included, it can be well worth the cost if you have the budget for it.

4. Convert Experiences

Convert Experiences is an A/B testing software company that has been steadily growing in popularity. Some of their best features include advanced targeting, over 80 integrations with third party apps, and DMP profiling.

One of the most unique things about Convert Experiences is that they clearly list the prices of all three tiers of their product directly on their website, with the lowest tier starting at $699/month and the highest at $1,899/month. The higher the plan, the more features and access you receive. The lowest tier restricts the number of domains, goals, projects, and personalizations you can have, while the highest is unlimited.

5. Evolv Technologies

Evolv Technologies is one of the companies really pushing for AI-based solutions for A/B testing. Their philosophy is that the path to user happiness has so many variables (you can change about a million things just in the design of a website) that humans aren’t capable of conducting thorough tests on their own. That’s why Evolv leverages AI technologies to process data and make the best decisions for experimentation.

The best part? Evolv is super open about their solution strategy. You can check it out on their website to learn more.

These five options will help you on your way if you’re in the market for an A/B testing tool. If you’re interested in learning more about A/B testing and creating effective digital marketing campaigns, our Digital Marketing Nanodegree program is a fantastic place to start.

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Jennifer Shalamanov
Jennifer Shalamanov
Jennifer is a content writer at Udacity with over 10 years of content creation and marketing communications experience in the tech, e-commerce and online learning spaces. When she’s not working to inform, engage and inspire readers, she’s probably drinking too many lattes and scouring fashion blogs.