Top 10 Most Helpful A/B Testing Tools for B2B Companies in 2025

Are you looking to optimize your website in order to reach the most amount of customers possible? Well one of the best ways to increase conversions is to use A/B testing tools to figure out what is and is not working on your website. Keep in mind that just because you enjoy a certain part of your website, it doesn’t mean that your customers do as well. 

What is an A/B Testing Tool? 

In order to sustain long term business success, it is essential that your website is the best that it can be. Even though that may be regularly changing your site as trends and products evolve. An A/B testing tool is a software or program that allows your business to design and control a variety of different versions of your marketing campaigns, website or app. These results then show what version of the test your users like better. With that data, you can then optimize your website to match the needs of your users. 

When you are able to compare different aspects of your website or marketing campaigns, you will be able to spot issues and optimize content before it becomes an issue. This can lead to more impactful outcomes, increased conversions and a better user experience. When your customers are happy they’re more likely to tell their friends. 

Top 10 Best A/B Testing Tools

1.CausalFunnel

CausalFunnel is an AI powered company that has a conversion rate optimization platform that is perfect for eCommerce businesses. Their products allows customers to perform A/B tests on a variety of elements of their website from pricing structures, nudge timing and product descriptions. These AI tools for small businesses offer real time data and user journey heatmaps in order to give you a look into customer behavior without needing cookies. 

How to Use : 

• Use the dashboard to set us A/B tests on products in order to compare offerings. 
• Assign costumers into persona nudge groups in order to accurately target visitors. 
• Use real time data in order to see what groups are performing better. 
• Adapt your strategies based on the information from tests. 

Built For : eCommerce websites, Travel Companies, Roofing Companies, Apps and more 

Pricing : Free trial available, contract sales team for more information. 

Key Features : 

• AI optimization : Use AI to improve your conversion rates without using cookies. 
• Detailed A/B Testing Tool : Can test a variety of elements from pricing, communication and product descriptions. 
• Real Time Data : Check your data in real time so you can create tests and study customer behavior. 
• Heatmaps : A way to Visualize your customer paths in order to spot dropoffs and optimize your sales funnel. 

2. Optimizely

Optimizely is an all inclusive digital experience platform that has many A/B testing capabilities. This A/B testing tool allows businesses to experiment with their website, features and content in order to see what is resonating with their customers. Take advantage of the targeting, data and personalization available to improve user engagement and increase conversions. 

How to Use : 

• Create a new experiment 
• Choose A/B test and create an experiment key 
• Set your variables and target audience
• Launch the experiment and regularly monitor the results

Built For: Websites and Apps 

Pricing : Customized based on business size, reach out to the sales team for more information. 

Key Features : 

• Advanced experiments : Allows for multivariate, multipage and A/B testing
• Personalized : Create content tailored to your user segments
• Detailed Analytics : Gives you detailed insights into how your tests are performing. 
• Integration : Seamlessly integrates into your marketing tools
• Scalability : Designed to grow with your business

3. AB Tasty

Ab Tasty is an easy to use A/B testing and personalization tool that helps users optimize their website UX. They offer a variety of tools that can run experiments, analyze user behavior and personalize content in order to improve conversion and increase engagement. 

How to Use : 

• Begin with the web experimentation section and create a project
• Choose A/B test and set the variables you would like to measure 
• Select targeting options and traffic distribution 
• Launce the test and view results in the dashboard

Built For: Websites and Apps 

Pricing : Custom based on business needs, reach out to the sales team. 

Key Features : 

• Visual Editor : No coding needed to set up tests 
• Personalized : Able to create custom content that is set to specific segments
• Analytics : Provides in depth data regarding test performance 
• Integration : Compatible with many third party platforms. 

4. Split

Split is a feature that is able to flag platform design in order to help engineering and product teams experiment features safely. This also has a way to measure these impacts. This allows users to use feature flags and A/B testing in order to control rollouts and data driven product decisions. 

How to Use : 

• Begin implementing flags within your application codes
• Choose your experiments and link them to your feature flags 
• Set your targeting requires and metrics you want to measure 
• Send the features to specific user segments and regularly monitor the results 

Built For : Apps 

Pricing : Many plans available, including a free plan. 

Key Features : 

• Feature Flagging : Control the roll out of your features in order to minimize risk 
• A/B Testing : Integrated into the platform, this allows you to measure the impact of new features and how users are responding
• Real Time Data : Allows you to monitor how your experiments and features are performing 
• Scalability : Designed to grow with your business

5. Hotjar

Hotjar is a behavior analytics tool that uses user feedback to explain how your users are interacting with your website. This is not a typical A/B test platform but their AI tools for marketing include heatmaps and session recordings that complement typical A/B testing tools. This allows you to better understand your user behavior and improve user experience. 

How to Use: 

• Add Hotjar to your website with their tracking code 
• Begin the heatmaps in order to picture user iteration 
• Keep track of your user sessions to study navigation patterns 
• Sending surveys and feedback polls to users in order to gain more information 

Built For: Websites 

Pricing : Begins at 99$ per month for 500 daily sessions, discounts available on annual plans. 

Features : 

• Heatmaps : See where your users click, tap and scroll
• Session Recordings : Review user sessions in order to spot usability issues 
• Feedback Tools : Send surveys and polls to collect direct user feedback 
• Integration : Works well with many A/B testing tools 

6. Omniconvert

Omniconvert is a platform designed to increase conversion rate optimization. The platform includes personalization, advanced segmentation, A/B testing and surveys in order to improve user experience while increasing conversions. It was created as an AI tool in marketing that helps businesses optimize their websites without a lot of technical knowledge required. 

How to Use : 

• Create A/B tests or a split URL test
• Set target rules 
• Launce tests and monitor your performance in the detailed report section 
• Implement insights that will improve website elements and user journey

Built For : Websites 

Pricing : Offers a free trial. Pricing is based on business size, reach out to the sales team for more info. 

Key Features : 

• A/B Testing : Test different web pages and split URL’s in order to choose the best
• Personalization : Provide your users with tailored content based on their segmentation 
• Surveys : Collects user feedback regularly. 
• Comprehensive Reporting : Access detailed data in order to choose your optimization strategy 

7. VWO

VWO is a detailed A/B testing and conversion platform that lets businesses test and improve their website. These tools include multivariate testing, heatmaps, A/B testing and user behavior analysis in order to improve user experience and increase conversions. 

How to Use: 

• Set up your account and install their tracking code on your website
• Use their visual editor to create different versions of your website 
• Define your goals and metrics to track 
• Run your tests and analyze the results

Built For : Websites and Apps 

Pricing : A variety of plans available depending on the required traffic and features your business needs. 

Key Features : 

• A/B & multivariate testing : You can test different versions of your website in order to choose the best.
• Heatmaps and session recordings : See how your users interact with your site 
• Behavioral targeting : Send personalized experienced based on user behavior 
• Conversion Funnels : Discover the path users take before converting 

8. Google Analytics 4

Google Analytics 4 (GA4) is a great tool that offers A/B testing abilities through integrations with Google Optimize or Firebase. These integrations allow users to test out different website or app variations in order to analyze user behavior to make data driven decisions. The data is able to show you what is and isn’t working for your website. 

How to Use: 

• Set up an experiment on Google Optimize 
• Define your variables and test objectives 
• Integrate the experiment with GA4
• Discover your results 

Built For : Websites and Apps 

Pricing : This tool is available for free. 

Key Features : 

• Integration with Google Optimize : Allows for A/B testing linked with GA4 data 
• Firebase A/B testing : Allows app developers to test different features 
• Detailed Reporting : Provides access to detailed reports on test performance and user behavior
• Real Time Data : Access your test results at any time in order to make decisions.

9. ActiveCampaign

ActiveCampaign is a marketing platform that automates A/B testing features for email campaigns while automating workflows. This AI tool for marketers allows users to test different subject lines, send times and content in order to increase engagement and conversion rates. 

How to Use: 

• Make a new email campaign within ActiveCampaign 
• Create a new split test and define the variables 
• Specify how much each percent of your audience should see each variable
• Send the campaign out and track your performance

Built For : Email Marketing and Automation 

Pricing : Free trial available. Reach out to the sales team for details on paid plan pricing. 

Key Features : 

• Email A/B testing : Send different elements emails to determine the best combinations 
• Automation split testing : Work on different automation paths in order to study user journey 
• Analytics : Track your metrics in order to assess how each variant performs
• Integration Capabilities : Is able to integrate into many different CRMs

10. Unbounce

Unbounce is a landing page builder that was created for marketers to design, publish and test landing pages without needing developers. They offer a variety of A/B testing features in order to optimize landing page performance and improve conversion rates. 

How to Use : 

• Use the drag and drop feature to design landing pages 
• Duplicate the page and create a variety of different elements 
• Create an A/B test and split traffic 
• Launch the test and analyze the results 

Built For : Landing Pages

Pricing : Free trial available. Reach out to sales to discuss the right paid plan for your business. 

Key Features : 

• Drag and Drop Builder: Easy to create customized landing pages without any coding needed
• A/B Testing : Test different pages in order to find the best design 
• Conversion Analytics : Monitor your performance in order to see how successful each variant is
• Mobile Optimization : Make sure your landing page is optimized for mobile devices. 

How to choose the best A/B testing platform? 

The best A/B testing tools depend on what your business needs. AI tools for marketers will be different from AI tools for small businesses, as your needs differ. So, to choose the best platform for your business it’s essential to start by analyzing what is out there. Our list above is a great way to get started so you can learn about additional sites and the products they offer. 

After analyzing the market, you must determine the type of tools that your business will require. Is it all inclusive? Something to add on to your current tools? Or a fresh start? With this information you will be able to determine what businesses can provide the solution that you need. 

After that, it’s time to see what businesses are able to work with a business of your size. Depending on your traffic, industry and business size there will be a variety of different options available. This is where you can go on to begin any free trials available in order to better understand the product before making a commitment. After that, reach out to the sales team in order to begin the onboarding process!

Conclusion 

Throughout this blog post we have shared the best 10 A/B testing tools to use in 2025. We stand by our number one recommendation of CausalFunnel , an AI powered company that has a conversion rate optimization platform that is perfect for eCommerce businesses. Their products allow customers to perform A/B tests on a variety of elements of their website from pricing structures, nudge timing and product descriptions. 

In conclusion, A/B testing tools are crucial for small and medium sized businesses looking to grow their online presence while improving conversion rates and user experience. The most important part of improving UX and increasing conversions is to get started today. Track our data and begin to optimize, this is a long term goal that will work, but you have to get started for the impact to be seen.