Best a/b testing tools (2025 edition)

A/B testing is a must-have for improving conversions in 2025. It helps businesses make data-driven decisions, optimize user experiences, and boost ROI. Here’s a quick look at the top tools:

• PIMMS: Affordable with a one-time $48 Pro plan, focused on smart link tracking and mobile app redirection.
• Optimizely: Advanced omnichannel testing, AI-driven personalization, but starts at $1,000/month.
• VWO: Great for mid-sized businesses, with a free plan and pricing starting at $154/month.
• Kameleoon: Enterprise-grade testing with strong analytics, starting around $25,000/year.
• AB Tasty: Tailored for enterprises, offering multi-armed bandit testing and personalization.

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Quick Comparison

Each tool has its strengths, so choose based on your budget, business size, and testing needs.

#18 Top A/B Testing Tools for Marketers in 2025

1. PIMMS

PIMMS

PIMMS is a smart link-sharing and conversion tracking tool designed to ensure links open directly in the correct mobile apps - like YouTube, Amazon, or Vinted - helping to improve conversion rates.

For multi-channel campaigns, PIMMS simplifies the process by automatically tailoring user paths based on their device, eliminating the hassle of running separate tests.

Experiment Types

PIMMS comes equipped with A/B testing features, letting you compare how different destination pages or links perform. It’s particularly effective for testing mobile app redirection strategies, helping you determine whether users engage more when directed to a web page or a native app. The platform supports testing across multiple channels, such as social media, email newsletters, SMS campaigns, and push notifications. You can also experiment with branded versus generic short links using custom domains to assess click-through rates and user trust.

All experiment data feeds directly into PIMMS's analytics system, ensuring every test provides actionable insights.

Analytics & Reporting

PIMMS offers real-time dashboards that track key metrics like click-through rates, device types, locations, traffic sources, and conversions. You can apply advanced filters - using UTM parameters, device details, or geographic data - to turn raw numbers into meaningful insights.

On average, users see a 20–30% improvement in campaign performance [2]. Poor data quality, however, can result in significant losses, costing organizations around $12.9 million annually [2].

Shared dashboards make it easy for teams to stay aligned by providing real-time updates. This collaborative feature allows multiple stakeholders to monitor campaign progress, boosting team efficiency by 15–25% and improving overall campaign results by 20–30% [2].

Integrations

PIMMS connects directly with essential revenue-tracking tools like Stripe, Shopify, Zapier, Make, n8n, and Cal.com. These integrations bridge the gap between marketing efforts and revenue, giving you a full view of campaign ROI - not just surface-level metrics. Through Zapier and Make, PIMMS can link with over 100 additional marketing and automation tools. This means you can set up workflows that trigger actions based on link performance, such as adding high-performing traffic sources to custom audiences or following up with users who clicked but didn’t convert.

It also integrates with scheduling tools, making it a great option for service-based businesses that need to track the entire customer journey - from the first click to booking an appointment or completing a form.

These integrations ensure that better tracking translates into more effective campaigns and higher ROI.

Pricing

PIMMS offers flexible pricing plans to cater to businesses of various sizes:

• Free Plan – Free
  Includes 10 smart links and basic click tracking with no credit card required.
• Pro Plan – $48 (one-time payment)
  Provides unlimited smart links, clicks, and conversion events. This plan also includes A/B testing, team collaboration tools, custom domains, unlimited UTM parameters, QR code generation, and major integrations. It supports tracking up to $21,000 in monthly sales.
• Business Plan – $53 per month
  Designed for growing businesses, this plan removes all limits. It includes unlimited sales tracking, priority support, enhanced reporting, and early access to new features.

This pricing structure makes PIMMS a great choice for small to medium-sized businesses looking for advanced tracking and testing capabilities without the high costs often associated with enterprise-level platforms.

2. Optimizely

Optimizely is a platform designed to test and refine digital experiences across websites, mobile apps, and other digital channels. Since 2018, the number of experiments conducted on the platform has grown by an impressive 131% [5].

Experiment Types

Optimizely offers a variety of experiment types to address different testing needs, including A/B testing, multivariate testing, personalization, and feature management [4]. For web-based experiments, its Web Experimentation platform allows users to run A/B and multivariate tests, measuring their impact on key performance metrics. On the server side, its Feature Experimentation tool provides feature flagging and supports gradual rollouts.

The platform also uses AI-driven personalization to deliver tailored content and product recommendations [4]. This is particularly relevant as over 75% of customers now expect personalized digital experiences [5].

Optimizely supports testing across multiple channels, including web, mobile, email, and social media [5]. However, only 12% of experiments result in a winning variation [6], highlighting the importance of rigorous testing to uncover successful strategies. Major brands using Optimizely have reported performance improvements ranging from 10% to 30% after leveraging its diverse testing capabilities [4].

Analytics & Reporting

Optimizely doesn’t stop at experimentation - it turns test results into actionable insights through its analytics tools [7]. These include experimentation analytics, product and web analytics, customer journey analytics, and business intelligence features, all aimed at helping businesses make data-driven decisions [7]. This is especially critical given that conversion rates are a top KPI for over one-third of marketing leaders [9].

A standout feature is its warehouse-native approach, introduced after Optimizely's 2024 acquisition of NetSpring. This approach integrates directly with data warehouses, eliminating the need for complex ETL processes and allowing users to create custom metrics for detailed analysis [8].

Other advanced tools include the Optimizely Stats Engine and Optimizely Opal AI, which provide deeper insights into user behavior and outcomes [7]. Unlike generic business intelligence tools, Optimizely specializes in analyzing user actions - referred to as "events" - to offer a more precise understanding of behavior [8].

Virgin Media O2’s experience with Optimizely demonstrates how experimentation can scale effectively. In 2024, they expanded their testing program from 40–50 tests annually to 600 variants, completing 200 tests in the first quarter of 2025 alone [10]. Their approach focuses on learning from each test, as highlighted by Doychin Sakutov:

"You're not going there for the win first time. You're just trying and making sure that you learn every single time."
– Doychin Sakutov, Virgin Media O2 [10]

Elena Verna, a growth marketing expert, adds another perspective:

"It's not about making the right decision. It's about making the fastest decision, and the test will tell you if it's the right one or not."
– Elena Verna, Growth Marketing Pro, Optimizely [10]

Integrations

Optimizely’s capabilities are further enhanced by its seamless integrations with popular marketing tools. The platform offers a robust App Directory with integrations across CMS, Commerce, Personalization, Campaign, and Analytics tools [13]. These integrations are categorized as Verified or Certified, ensuring they meet quality standards.

One of its standout features is Warehouse-Native Experimentation Analytics, which connects experimentation data directly to data warehouses for in-depth analysis [11][3].

The Optimizely Data Platform (ODP) also integrates with major tools like Salesforce Cloud Marketing Audience and Marketo. For instance, the Salesforce integration allows users to select messaging identifiers for sending profiles, while the Marketo integration includes features like daily API request limits and downloads [14].

Additionally, Optimizely CMS comes equipped with a new visual builder that includes embedded AI assistance, making it easier to create content for multiple channels. It also features an integrated Digital Asset Management (DAM) system with AI-powered tagging and metadata management [12].

3. VWO

VWO

VWO stands out as one of the top A/B testing platforms for 2025, offering a wide range of tools to help businesses optimize their websites and mobile apps. With features like A/B testing, personalization, and data-driven enhancements, VWO focuses on boosting conversions. It supports over 4,000 brands across 90 countries and handles billions of requests daily, maintaining 100% uptime [17][19].

Experiment Types

VWO allows testing across various platforms, including websites, mobile apps, and server-side environments [19]. Its visual editor makes it easy to create test variations without needing coding skills [19]. For mobile apps, VWO provides SDKs that enable testing of in-app notifications, layouts, onboarding flows, and checkout processes - potentially increasing average revenue per user by up to 50% [15][18]. The platform also supports advanced testing methods like mutually exclusive tests, multi-arm bandit testing, traffic allocation, and server-side tests for more complex scenarios [15][19].

Once experiments are set up, VWO’s analytics suite translates the results into actionable insights.

Analytics & Reporting

VWO’s analytics tools offer detailed segmentation by factors like device type, location, and user journey [23]. The SmartStats feature accelerates decision-making [22], while heatmaps, session recordings, and funnel reports provide a clear picture of user interactions. These tools can even pinpoint issues like mobile app crashes [21][16]. Additionally, VWO allows tracking multiple metrics across the testing funnel and includes advanced visitor segmentation capabilities [22].

The platform enjoys high user satisfaction, with an overall rating of 4.5/5. Specific scores include 4.3 for ease of use, 4.0 for value for money, 4.4 for customer support, and 4.3 for functionality [24].

"VWO is awesome and is always rolling out new features to their platform. They offer all of the features you will need for A/B, split URL, and multivariate testing. They even bundle heatmap/clickmap features."
– Tree, Computer Software, 11-50 employees [24]

"We've been able to leverage the AB testing data to make meaningful updates to our website and customer flows."
– Holly P., Ecommerce Project Manager [17]

Integrations

VWO integrates seamlessly with a variety of marketing and analytics tools, making it easier to incorporate testing data into broader strategies. It connects with platforms for analytics, marketing automation, e-commerce, and customer data. A REST API is also available for creating custom dashboards. Key integrations include:

• Analytics Platforms: Adobe Analytics, Amplitude, Google Analytics 4, and Mixpanel
• Marketing Automation & CRM: HubSpot, Marketo, and Salesforce
• E-commerce Platforms: Shopify, BigCommerce, Salesforce Commerce Cloud, and Magento
• Customer Data Platforms: Segment, Tealium, and Rudderstack

Other integrations cover cloud storage (e.g., Amazon S3 and Google Cloud Storage), call tracking tools (e.g., CallRail and CallTrackingMetrics), and content management systems like WordPress and Contentful [25].

Pricing

VWO’s pricing is based on the number of monthly tracked users. VWO Testing starts at $1,648 per month, while VWO Insights begins at $1,435 per month for 10,000 users [20]. Mobile app testing is priced at approximately $1,500 per month for the same user volume [18].

4. Kameleoon

Kameleoon

Kameleoon is a high-powered A/B testing platform designed for enterprise users. It combines experimentation, personalization, and feature management to help product and marketing teams streamline testing while integrating smoothly with existing tools [28]. Boasting a strong 4.7-star rating on G2 [1], Kameleoon empowers businesses to make smarter, data-backed decisions through its extensive testing capabilities.

Experiment Types

Kameleoon supports A/B, split, and multivariate testing across web, mobile, and server-side environments [28]. Its standout AI-driven features assist with audience targeting, version creation, and test result analysis [28]. The platform’s Feature Experimentation solution is particularly useful for testing and refining app improvements [26]. For mobile testing, Kameleoon ensures compatibility with various marketing tools, ensuring data consistency across platforms [26].

Analytics & Reporting

Kameleoon’s analytics are built for real-time data processing, offering actionable insights when they’re needed most [30]. It supports both Frequentist and Bayesian analysis methods, giving teams flexibility in how they interpret results [30]. The CUPED feature speeds up experiments by as much as 65%, helping teams reach statistical significance faster and iterate more efficiently [30].

Additional analytics features include:

• A multi-stat engine to verify interaction effects and ensure accuracy.
• Cross-experiment analysis to identify how tests influence one another [30].
• Real-time alerts that notify teams of unexpected drops in conversion rates [30].
• An attribution window that aligns conversions with unique sales cycles [30].

Kameleoon also offers an AI Copilot for test suggestions based on behavioral data [27], and a decision support system to guide optimization strategies [29].

"Experimentation is not one method. Testing is not a rigid process only analysts can own. It is how teams learn and improve, across goals, tools, and timelines." – Collin Tate Crowell, VP of Growth [31]

These robust analytics features complement Kameleoon’s testing capabilities, making it a versatile tool for teams aiming to optimize their strategies.

Integrations

Kameleoon connects with over 80 tools, making it easy to integrate into your existing tech stack [30]. It works seamlessly with major analytics platforms like Adobe Analytics, Amplitude, Google Analytics 4, Heap, Mixpanel, Tealium, Big Query, Segment, and mParticle [26].

Key integration categories include:

• Analytics platforms: Adobe Analytics, Contentsquare, Fullstory, Hotjar, LogRocket, Quantum Metric [32].
• Customer Data Platforms: Adobe Audience Manager, Hightouch, RudderStack, Salesforce Audience Studio, Snowplow [32].
• E-commerce and CRM: Contentful, HubSpot, Salesforce Commerce Cloud, Shopify Plus [32].
• Data warehouses: Amazon Redshift, BigQuery, Databricks, Snowflake [32].
• Consent management: Borlabs Cookie, Didomi, OneTrust, Usercentrics [32].

For developers, Kameleoon provides tools like a VS Code extension, Chrome extension, and Vercel integration [32]. These integrations ensure teams can share goals, segments, and insights in one centralized library while saving time by eliminating the need for custom development [30].

"Kameleoon is a powerful solution that allows us to run a lot of AB Tests & personalization campaigns. With this tool, we can launch customizations intended for a very specific audience, which helps us increase conversions and retain visitors." – Marie, Professional Training & Coaching [34]

Pricing

Kameleoon uses a custom pricing model based on traffic volume and specific feature requirements [1]. Enterprise pricing starts at approximately $25,000 per year, making it ideal for organizations with substantial testing needs [1]. The platform is highly rated for value, earning 4.9/5 on both GetApp and Software Advice [33] [34]. Users frequently highlight its user-friendly design, excellent customer support, and comprehensive features for A/B testing and personalization campaigns.

"The tool is complete, practical, simple to use, and offers great value for the price. I also use it to display popups, banners, and info banners on the site." – Claire, Higher Education [34]

5. AB Tasty

AB Tasty

AB Tasty is an experimentation platform with a strong 4.6-star rating on G2 [1] and a client base of over 1,000 businesses worldwide [35]. It combines A/B testing, personalization, and feature management to help companies refine digital experiences and boost conversions.

Experiment Types

AB Tasty supports a variety of testing methods, including A/B testing, personalization, and feature management, across different digital platforms. These capabilities allow businesses to test website layouts, mobile app interfaces, and even specific features. The platform is built to handle a range of scenarios, from simple experiments to more complex gradual rollouts of new features. Its testing tools are complemented by detailed reporting that provides actionable insights.

Analytics & Reporting

The platform offers targeted insights by aligning attribution data with specific campaign goals [36]. As one expert put it:

"AB Tasty, as a solution dedicated to the experimentation and optimization of user experiences, stands out for its more specialized approach to attribution. It offers a clear and specific view of A/B test performance, by grouping attribution data according to campaign objectives." [36]

Beyond this, AB Tasty tracks all visitor sessions and events from the start of a campaign [36]. It also delivers real-time, actionable reports [37]. However, some users have commented that the reporting features could be more advanced [1].

Integrations

AB Tasty works seamlessly with over 25 technology partners [38]. These integrations are categorized into Push, Pull, TMS & Datalayer, and Other [40]. For example:

• Push integrations: Share campaign data with tools like Google Analytics 4, Mixpanel, Segment, Adobe Analytics, Heap, and Amplitude [39].
• Pull integrations: Import audience segments from platforms like GA4, Adobe Audience Manager, Fullstory, and Tealium [39].
• Tag management systems: Native support for Google Tag Manager, TagCommander, and Tealium iQ [40].

Additionally, the platform offers specialized integrations, such as Microsoft Dynamics 365 Commerce and Zapier [39]. These integrations can be configured directly through AB Tasty's Integration Hub. Its advanced Tag V4 system ensures updates up to 5.7 times faster [41], allowing for quick implementation with minimal impact on performance.

Pricing

AB Tasty operates on a custom pricing model tailored to enterprise clients. This approach includes a wide range of features and dedicated support. Many businesses see AB Tasty as an extension of their internal teams rather than just a service provider. As Sze Keong Sim, Manager of Digital Analytics at Asia eCommerce, shared:

"Working with AB Tasty has allowed us to leverage hypotheses not only from within their team but also from others they collaborate with, enabling us to fast-track our strategies. I see AB Tasty as more of a partner who works with us as part of our team, rather than just a vendor." [35]

Advantages and Disadvantages

Every tool comes with its own strengths and trade-offs, depending on your specific needs, budget, and technical requirements.

The table above touches on the main trade-offs, but let’s dive deeper into how these differences play out in real-world testing scenarios.

Experiment Customization is a key factor in choosing the right platform. PIMMS excels at optimizing links, while Optimizely offers a more comprehensive solution with multivariate and omnichannel testing. VWO provides a balanced approach with behavior targeting and multi-armed bandit testing, making it approachable for teams looking for simplicity in setup without sacrificing functionality.

Reporting and Analytics are essential for translating test results into actionable insights. Caleb Ruzicka from uShip shared his experience with Optimizely:

"The ability to control the percentage of a feature under experiment is one of the best tools I've used. Being able to turn on/off these experiments near instantly has helped reduce our mean time to resolve by at least 60%." [28]

On the other hand, Lily Vaughan from Alternative Airlines praised Kameleoon for its usability and analytics:

"Its in-depth targeting capabilities and quick, insightful analytics help us analyze and optimize effectively. The platform is easy to use, making it simple to run tests and share insight within our business." [28]

Integration Capabilities also play a crucial role in maximizing the ROI of your testing efforts. AB Tasty stands out with over 25 integrations, while PIMMS and VWO focus on more streamlined and targeted integration options.

Cost Considerations are often the deciding factor. PIMMS is an attractive option with its one-time $48 Pro payment, while enterprise-grade solutions like Optimizely can cost upwards of $1,000 per month. Jared Brown from Hubstaff highlighted VWO’s transparency:

"VWO had clear and concise documentation, and we didn't have to go through sales calls to get on and running. Also, it had transparent pricing, and we could know how much we would need to pay once we confirmed that VWO suits our needs." [28]

Ultimately, cost and scale are key when determining which tool best aligns with your operational goals.

Final Recommendations

When it comes to picking the right A/B testing tool in 2025, the key is to match your specific needs with your budget and technical capabilities. With the A/B testing software market expected to grow from $9.41 billion in 2025 to $34.83 billion by 2034 (a CAGR of 15.65%) [1], there will be more options than ever - but also more complexity in making the right choice. Below are some tailored recommendations based on the comparisons outlined earlier.

For Small Businesses and Startups: Cost efficiency is often a top priority. PIMMS stands out with its one-time Pro payment of roughly $48, offering unlimited A/B testing for smart links. This makes it a budget-friendly choice for improving link performance and tracking conversions without the burden of monthly fees. Alternatively, VWO's free Starter plan might be worth exploring, though it comes with a higher long-term investment.

For Mid-Size Companies: A balance between affordability and features is critical. VWO offers a user-friendly interface paired with robust testing capabilities, making it a great option for teams looking to scale their optimization efforts without breaking the bank.

For Enterprise Organizations: Large-scale operations need tools that deliver advanced capabilities across multiple channels. Optimizely is a strong contender here, offering extensive control and scalability. While its premium plans typically start at $1,000+ per month, the range of features can justify the cost for enterprises with complex needs.

For Mobile App Optimization: Testing mobile apps can be more challenging than web-based experiments. As Lucia van den Brink, Founder of Increase-Conversion-Rate.com, points out, "App testing is much more complicated than experimenting on the web" [26]. Look for tools with robust mobile testing features and be prepared to allocate additional development resources to tackle the complexities.

Technical needs are another critical factor. Choose tools that offer both an intuitive visual editor for ease of use and flexible code-based options for developers. David Otero, Growth Specialist at DLTC, advises that "an A/B testing tool must be easy to use and onboard teams quickly" because "optimization is not a one-person job" [28]. Developers often prefer code-based solutions for the added flexibility, so consider your team’s technical expertise when making your decision. Before committing to any tool, clearly outline your requirements and schedule demos to ensure the tool aligns with your goals.

FAQs