How to Choose the Right A/B Testing Tool
Every experimentation tool is different. They have different features, different pricing, different levels of complexity, and so on.
Whether you’re starting with A/B testing for the first time or looking for a replacement for Google Optimize, it’s important to make the right choice of tool for your business.
Here are some things to think about when working out your A/B testing needs:
- What do you want to test
- What is your budget for A/B testing
- What is your tech set-up
- How much traffic does your website get
- Are you able to make changes on a technical level or do you need a code-free WYSIWYG interface
- How much time/resource can you put into A/B testing
- How many tests do you want to run (on average)
- What other tools do you want to be able to connect your A/B testing tool to (e.g. Google Analytics)
- Do you want AI support with your A/B testing
- Do you need to meet privacy regulations (like GDPR)
For example, almost everything can be A/B tested on your website from the font, images, and colors on the page to the pricing and recommendation modules. The features you get will be based on the A/B testing solution you choose, as well as the time and money that you can invest in testing.
Knowing what you want to be able to measure, such as cart abandonment rates, sign-up numbers, purchases from a page, clicks on recommendations, and increases in revenue, will help you work out what elements of a page you need to be able to change and test. This will help guide you when looking at the capabilities of A/B testing tools.
Another major thing to consider is whether a specific tool will work with the technical set-up of your site. A headless commerce or composable commerce environment may be able to use tools and features that a legacy e-commerce set-up can’t (and vice-versa).
Additionally, you need to think about how you will make the changes that you want to test. Do you have the technical capability within your business to make more complex changes within the source code of a page? Or do you need a simpler WYSIWYG tool that lets you create tests code-free?
The answers to these questions will affect what you’re able to test on your website pages as some elements will require edits to code. If you don’t have the necessary tech know-how in your business, then it isn’t worth paying for an A/B testing tool that you can’t fully utilize.