While planning B2B and B2C marketing campaigns, marketers these days create multiple versions of digital assets – web pages, landing pages, email copies, newsletters, and advertisements. The user experience varies across different versions of a single digital marketing asset. As a user experience research methodology, A/B testing or split testing helps digital marketers choose the best version of the digital marketing asset using the right metrics.
According to ORACLE,
“A/B testing – also called split testing or bucket testing—compares the performance of two versions of content to see which one appeals more to visitors/viewers. It tests a control (A) version against a variant (B) version to measure which one is most successful based on your key metrics.”
In 2023, digital marketers conduct A/B testing regularly to compare different versions of web pages, landing pages, email copies, and ad copies. They automate split testing using a slew of A/B testing tools. A/B testing tools help users understand which version of the digital asset works and which version does not. We are helping digital marketers to find the right A/B testing automation software by shortlisting some of these widely used tools.
Optimize is integrated natively into Google Analytics. Hence, many digital marketers leverage the free A/B testing tool to conduct website tests regularly. They can use this tool to conduct A/B tests, redirect tests, and multivariate tests. These tests make it easier for marketers to boost their website experience by choosing the best digital assets. Also, marketers can use Optimize to create custom landing pages for Google Ads.
Adobe Target boosts A/B testing using artificial intelligence (AI). Digital marketers can use the software to conduct both A/B testing and multivariate testing. Also, they can use the tool to test various channels. At the same time, AI algorithms make it easier for them to evaluate and personalize digital assets for individual website visitors. Adobe Target comes with advanced features to facilitate the testing of client-side and server-side digital assets.
Digital marketers can use the A/B Testing Kit developed by Hubspot to perform split testing more effectively by following a set of guidelines. These guidelines make it easier for beginners to conduct split testing in a short amount of time. At the same time, they can use the testing kit to compare different versions of emails, landing pages, and call-to-actions (CTAs). The A/B testing tool helps users track test results using a calculator and improve tests using templates.
As a digital experience transportation platform, Optimizedly helps users make data-driven decisions using a slew of tools. It boosts A/B testing by leveraging AI technology. Digital marketers should consider Optimizedly in 2022 to conduct web A/B testing using a robust software solution. Also, they can leverage the personalization options supported by the software to include personalized offers and targeted messages in the best version of web pages.
VWO allows digital marketers to build integrated platforms by integrating the required automation tools. The A/B testing tool launched by VWO enables users to conduct split URL testing, multivariate testing, and A/B testing. Digital marketers can leverage the tool to compare different versions of digital assets based on the onsite behavior of website visitors. They can further use the single tool to run multiple A/B tests simultaneously and make changes to the digital asset using a code editor or visual editor.
Convert comes with features to make the A/B testing process simple, fast, and accurate. Digital marketers can use this digital tool to perform A/B testing, split testing, and multivariate testing using a WYSIWYG editor. The visual editors make it easier for beginners to compare and fine-tune digital marketing assets. In addition to evaluating digital marketing assets, they can use the same tool to identify and fix errors in the code.
AB Tasty facilitates A/B testing and multivariate testing by adopting a no-code approach. As it supports full-stack experiments, digital marketers can use a single tool to conduct both client-side and server-side A/B testing. AB Tasty helps users get the most out of digital assets using AI algorithms. The AI-powered traffic allocation enables users to perform A/B testing across devices and channels. They can further generate accurate test results using a variety of criteria.
Zoho has launched PageSense as a conversion optimization and personalization platform. PageSense helps digital marketers evaluate digital assets based on the behavior of website visitors and using a slew of website metrics. The software facilitates A/B testing and split testing by providing a visual editor. Digital marketers can use the visual editor to perform both A/B testing and split URL testing based on real-time data. Also, they can integrate PageSense with some of the widely-used software applications.
The website optimization tool helps digital marketers understand what is working and what is not working. In addition to facilitating usability testing and heat mapping, Crazy Egg comes with a robust A/B testing tool. Digital marketers can use this A/B testing tool to evaluate various elements of a web page using a centralized dashboard. Crazy Egg is hugely popular with small businesses and startups as one of the affordable A/B testing tools.
There was a time when SiteSpect was the only server-side A/B testing tool. Digital marketers can use SiteSpect in 2023 to perform both client-side and server-side A/B testing. The software provides a visual editor that enables digital marketers to conduct A/B testing without writing code. Also, users can use this tool to speed up A/B testing while generating accurate and reliable test results. They have the option to make the test results more impactful by tracking additional metrics.
Omniconvert boosts A/B testing and split URL testing using a robust segmentation engine. The segmentation engine helps digital marketers compare digital assets using over 40 segmentation parameters. While conducting A/B testing with Omniconvert, users can gather important information like who visits the website, how visitors find the website, and what pages they visit. Also, they can differentiate new visitors from returning visitors based on their behavior.
While performing split testing or A/B testing, digital marketers have the option to choose from many software solutions. But they must remember that A/B testing tools differ from each other in many aspects, including crucial features. That is why; they must compare these widely used split testing tools according to digital marketing strategies.
[Article was Refreshed and reposted on 25th May 2023]