OptimizelyPowers experimentation for over 10,000 businesses globally with support for both web and mobile experiments.95.0NEWCustom
VWOCombines A/B testing with behavioural analytics including heatmaps and session recordings for complete user insight.92.7NEW£25/month
UnbounceProvides AI-powered landing page recommendations and dynamic text replacement to personalise messaging across campaigns.90.3NEW£80/month
ConvertSpecialises in frequentist and Bayesian statistical methods with transparent calculation methodology for experiment results.88.0NEW£480/month
Google OptimizeIntegrates natively with Google Analytics 4 and Google Tag Manager, providing zero-cost experimentation for most businesses.85.7NEWFree (optional premium features)
KameleoonProvides real-time experiment results and advanced audience segmentation using JavaScript-based personalisation.83.3NEWCustom
InstapagePioneered post-click landing pages and offers dynamic personalisation based on traffic source and user behaviour.81.0NEWCustom
AB TastyHeadquartered in France and designed with GDPR compliance as a core principle from inception.78.7NEWCustom
LeadpagesSpecialises in simple, effective lead capture landing pages with native integrations to major CRM and email platforms.76.3NEW£24/month
GetresponseIntegrates A/B testing directly into its email marketing and landing page builder, serving as a unified marketing platform.74.0NEW$19 per month
Optimizely offers a comprehensive A/B testing and experimentation platform designed for large enterprises. It includes web experimentation, feature flagging, personalisation, and advanced analytics capabilities built for technical and non-technical users alike.
VWO provides a suite of conversion optimisation tools including A/B testing, split testing, multivariate testing, heatmaps, session recordings, and user feedback capabilities in a single platform.
Unbounce specialises in building and optimising landing pages with integrated A/B testing, dynamic text replacement, and conversion tracking designed for marketers.
Convert is a privacy-first A/B testing platform emphasising statistical accuracy and reliability. It offers clean experimentation tools with focus on data integrity and compliance.
Google Optimize integrated directly with Google Analytics and Google Tag Manager to provide free A/B testing, multivariate testing, and personalisation capabilities. However, this platform was officially shut down by Google in September 2023.
Kameleoon offers A/B testing, multivariate testing, and personalization with a focus on ease of use and real-time results. It includes advanced targeting and audience management capabilities.
Instapage is a landing page platform with built-in A/B testing, dynamic personalisation, and collaboration tools. It emphasises post-click experience optimisation and lead generation.
AB Tasty provides A/B testing, multivariate testing, and personalisation with a focus on customer experience. It includes audience management, feature flagging, and real-time analytics.
Leadpages is a landing page creation tool with integrated A/B testing, split testing, and lead capture capabilities. It's designed specifically for lead generation and conversion optimisation.
GetResponse combines email marketing, landing page builder, and webinar tools with integrated A/B testing capabilities. It's an all-in-one marketing platform suited for small businesses.
A/B testing compares two variations (A and B) of a single element to determine which performs better. Multivariate testing simultaneously tests multiple elements and their combinations to identify the optimal combination of changes. Multivariate testing is more complex but can yield more comprehensive insights when testing multiple factors.
Tests should run long enough to reach statistical significance (typically 95% confidence level) and account for daily/weekly variations in user behaviour. Most platforms recommend running tests for 1-2 weeks minimum, though this depends on traffic volume and effect size. Tools like Convert and Optimizely provide statistical calculators to determine required sample size.
No-code platforms like VWO, Unbounce, and Leadpages allow non-technical users to create tests through visual editors. However, some platforms like Optimizely offer advanced features requiring developer involvement for complex implementations. Most platforms sit somewhere in between, supporting both visual testing and custom code integration.
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