10 Best Software for A/B Testing
What Is A/B Testing and Why Does It Matter?
A/B testing is the practice of showing two versions of a page, email or product flow to similar audiences and measuring which one performs better. It’s the closest thing to a superpower for marketers who want decisions backed by data instead of opinion. The right tool turns guesswork into measurable lifts in revenue, signup rate or email engagement.
Editor’s Pick for Email A/B Testing: Moosend
If most of your A/B tests happen on email campaigns and automations, Moosend is the best-value tool. Built-in subject line, content and send-time testing, plus revenue-per-email reporting on every test. Pricing starts at $9/month with unlimited emails, which makes running constant tests financially painless.
🎯 A/B Test Emails with Moosend
Built-in A/B testing on subject lines, content and send time from $9/month.
Start Free Trial →10 Best Software for A/B Testing
1. Google Optimize Successor: GA4 + Optimize Replacements
Google retired Optimize in 2023. Most teams have moved to VWO, Optimizely or Convert as direct replacements.
2. Optimizely
Enterprise-grade experimentation across web, apps and feature flags. Quote-based.
3. VWO (Visual Website Optimizer)
Full experimentation platform with heatmaps, session recordings and A/B testing. From $244/month.
4. Convert.com
Mid-market A/B testing tool with strong privacy features. From $99/month.
5. AB Tasty
Web and mobile experimentation with personalisation. Quote-based.
6. Moosend – Best for Email A/B Tests
Built-in email A/B testing on subject lines, content and send time with revenue-per-email reporting. From $9/month. Try Moosend free →
7. Crazy Egg
Heatmaps, recordings and A/B testing in one tool. From $29/month.
8. Hotjar
Behavioural analytics with simple A/B options. From $32/month.
9. Kameleoon
AI-driven experimentation and personalisation. Quote-based.
10. PostHog
Open-source product analytics with built-in feature flags and experimentation. Free self-hosted; cloud from $0.
Choosing the Right A/B Testing Tool
For web experimentation: VWO or Convert. For enterprise: Optimizely. For email and automation testing: Moosend. For product/feature-flag experiments: PostHog. Match the tool to where you’re actually running tests.
