What Are the Top A/B Testing Tools of 2025?

Written by Coursera Staff • Updated on

Explore the leading A/B testing tools available in 2025, including their standout features, how to choose the right one for your business, and how you can use A/B testing tools to optimize your business performance.

[Featured Image] A data analyst wearing glasses ponders as she looks at her two computer screens and works with A/B testing tools.

A/B testing is crucial to converting first-time visitors into returning customers because it provides insights into what works for your target audience and what doesn’t. To ensure that your A/B tests are as effective as possible, you need to use the right tools. Whether you’re looking to enhance user experience, improve conversion rates, or boost customer satisfaction, a wide range of A/B testing tools are available in 2025 to solve various business needs. 

The global A/B testing tools market will grow at a CAGR of 11.5 percent through 2032, signifying the rapid adoption of A/B testing by businesses worldwide [1]. Explore the popular A/B testing tools in 2025, including their key functionalities, what features to choose from, and what A/B testing can do for your business.

What is A/B testing?

A/B testing, also known as split or bucket testing, allows you to compare two variations of something to see which one your audience responds to more. Users are shown one of these variations at random. The original version, “A,” is compared with the variant version, “B,” through statistical analysis. Based on this data, you can effectively optimize your website and product to meet the needs of your users. 

You can A/B test many things such as email campaigns, landing pages, marketing strategies, website designs, product pricing, etc.

An A/B testing tool simplifies the process of experimentation, allowing you to remove any guesswork regarding what resonates with your audience and make data-informed business decisions. 

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What do A/B testing tools accomplish?

A/B testing software can allow you to make small changes to user experience while collecting data on their impact in terms of engagement rate, customer satisfaction, visitor pain points, and more. A/B testing tools can benefit your business in several ways, including:

  • Streamlining processes: A/B testing tools offer features such as drag-and-drop interfaces and automated reports, which facilitate the process of designing a test and interpreting the results, saving time and energy.

  • Solving visitor pain points: A/B testing tools with built-in visitor behavior analysis features such as heat maps, and website surveys can help you understand what your visitors need, ultimately driving conversion rates.

  • Reducing bounce rates: By testing several versions of an aspect of your website or app, A/B testing tools can help you find the best-performing version that enhances your visitors’ overall experience and makes them stay on your website longer. 

  • Simplifying data analysis: A/B testing tools equipped with data analytics dashboards can visualize the experiment's results in an easy-to-understand manner, thus helping to improve your understanding of your consumers’ behaviors.

  • Maintaining SEO rankings: A/B testing tools often come with inbuilt SEO checkers that let you control which version of your webpage is visible to search engines, thus preserving your SEO ratings while you’re experimenting. 

Exploring the landscape of A/B testing tools in 2025

The A/B testing software market in 2025 is brimming with advanced tools that incorporate AI-driven insights, multivariate testing, and personalization capabilities. When choosing the right tool for your business, you should consider the features that are important to you. Some features to look out for could include:

  • Ease of use: Your A/B testing tool should include an intuitive visual editor that makes it easier for your team to use it with minimal technical knowledge. 

  • Personalized targeting: The tool should have advanced targeting abilities to tailor your tests to your audience based on several factors, such as user behavior and demographics.

  • Data analysis: Your tool should provide reliable reports and clear visualizations of your results, allowing you to gain valuable insights into the impact of your tests.

  • Client-side vs. server-side testing: A client-side A/B testing tool lets you make simple changes to optimize your conversion rates, whereas server-side tools can handle more complex tests and boost engagement and product performance. You can also invest in a hybrid testing tool that combines the features of both sides. 

Explore some of the popular A/B testing tools in 2025, including their key features and what you can A/B test with them.

VWO

VWO offers a variety of tools you can use for mobile apps, landing pages, web pages, and server-side testing. The tool’s generative AI can provide optimization suggestions tailored to the entered URL. VWO’s A/B testing tool can provide comprehensive insights into user behavior by leveraging heat maps, funnels, and session recordings. You can also provide targeted experiences to specific visitor segments using the customer data collected by the tool.

Optimizely

Optimizely features a powerful AI assistant to help generate ideas, text variations, customer summaries, and more. The tool also allows omnichannel experimentation, allowing you to optimize content across websites, mobile apps, and landing pages. The tool’s intuitive interface allows for easy content structuring without coding expertise. 

Unbounce

Unbounce is suitable for A/B testing landing pages and offers several templates for quickly designing your page. It features a responsive interface that is easy for individuals from all fields. Unbounce’s AI model can maximize ROI by automatically sending visitors to the best version of a page based on audience segmentation.

Adobe Target

Adobe Target allows both client-side and server-side testing for mobile apps and websites. Its industry-leading AI offers one-click personalization and intelligent product recommendations to optimize customer experience. Part of the Adobe Experience Cloud allows easy integration of other relevant Adobe tools such as Adobe Analytics.

AB Tasty

AB Tasty features an extensive set of features, including multichannel testing and tailored product recommendations for mobile apps, web pages, and landing pages. Its AI tool can boost engagement by segmenting visitors based on their emotional state. AB Tasty’s tools offer advanced ROI analysis and personalization based on user behavior and location.

Who benefits from using A/B testing tools?

A/B testing can benefit a variety of fields, such as digital marketing and web design, by improving user experience, optimizing conversion rates, determining which product features consumers prefer, and more.

Digital marketer

Average annual salary in the US (Glassdoor): $69,705 [2]

Educational requirements: Bachelor’s degree in marketing, advertising, business, or a relevant field, or experience in digital marketing boot camps or certificate programs 

Digital marketers can use A/B testing to determine the effectiveness of their marketing strategy, as it can reveal what their target audience wants. A/B testing can provide insights into which aspects of the marketing campaign have the greatest impact and which aspects need improvement.

Product manager

Average annual salary in the US (Glassdoor): $124,885 [3

Educational requirements: Bachelor’s degree in business management, supply chain management, marketing, computer science, or a related field; boot camps; or online courses

Product managers use A/B testing to make informed decisions about their product strategy and optimize product elements by identifying what aspects of the product their audience is responding to. By comparing the performance of different versions of a product feature, product managers can obtain insights into customer engagement, user behavior, conversion rates, and more.

UX/UI designer

Average annual salary in the US (Glassdoor): $86,783 [4

Educational requirements: Bachelor’s or associate degree in graphic design, computer science, interaction design, or a relevant field; certification courses; or boot camps 

The main goal of A/B testing in UX/UI design is to optimize user experience for websites or apps. UX/UI designers use A/B tests to experiment with specific webpage elements or layout variations to see what enhances their audience’s experience with their product.

E-commerce manager

Average annual salary in the US (Glassdoor): $94,700 [5

Educational requirements: Bachelor’s degree in business, information technology, marketing, or a relevant field and certifications

E-commerce managers use A/B tests to make data-driven business decisions and personalize customer experience through tailored product recommendations. This can ultimately increase sales and customer loyalty. A/B testing can also allow e-commerce managers to improve their SEO strategy by experimenting with meta tags, keyword positioning, webpage titles, and more.

Explore digital marketing further on Coursera

A/B testing tools are becoming increasingly important in the digital age for optimizing user experience and increasing return on investment. To properly utilize A/B testing tools and better understand your audience and test results, consider gaining or supplementing your marketing and business skills. 

You can opt for the Google Digital Marketing & E-commerce Professional Certificate on Coursera, to understand marketing analytics, how to attract customers through various marketing channels, and how to analyze the performance of your e-commerce store. You could also consider the Digital Marketing Specialization offered by the University of Illinois Urbana-Champaign, which could help you understand the basics of formulating a marketing strategy in the digital age.

Article sources

1

Business Research Insights. “AB Testing Tools Market Size, Share, Growth, Trends, Global Industry Analysis, https://www.businessresearchinsights.com/market-reports/ab-testing-tools-market-100783” Accessed February 3, 2025.

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Coursera Staff

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