Which A/B Testing Tools Can Elevate Your eCommerce Business?

You might feel like your ecommerce business just isn’t delivering the results you expect. Or, perhaps, you want to try out a new approach but aren’t sure how to quantify success. If this sounds like your conundrum, then it’s time you turned to A/B testing.

Many businesses are scared off by the concept because it sounds technical and complicated, but this isn’t the reality. A/B testing is about setting two pieces of content side-by-side and seeing which one is the more successful. The good thing about A/B testing is that it’s multi-use – you can use it for things like increasing conversions to bringing down the number of visitors who bounce from your site by testing different elements of your adverts, web pages and emails. At the end of the process, you’ll have real data you can understand and apply to do better.

With this in mind, we’ve put together a list of some of the best A/B testing tools available now, so let’s jump in.


This is a popular A/B testing tool for many reasons, but one of the biggest is because it specialises in A/B testing – with an added option for multivariate website testing. Optimizely is also an easy tool to use, offering everything you need to increase the conversions and size of your ecommerce business without bogging you down in a complex UI.

Using Optimizely, you can make test pages in-program, as well as monitor clicks, time visitors spend on-page and, ultimately, the numbers of conversions. If you want to dig a little deeper into your data, you can also see which geographic location visitors came from, what device they used and more. If you want to create tailored, targeted ads, then it’s also possible with Optimizely to harvest data like demographics and other factors to feed insight for smart changes.


Unbounce describes itself as “… the easiest way to build and test custom landing pages, website popups and sticky bars.” In other words, it’s a marketer’s dream! One of the key functions of Unbounce is the landing page builder – great if you’re a PPC advertiser and want to up your AdWords quality score and drive down costs.

Unbounce has a drag and drop interface too, so while it’s functionality is fairly advanced, it’s still pitched at marketers rather than experienced developers fluent in code. It also has AI powered templates and for more advanced testing, dynamic text replacement which automatically adds the visitor’s search term into the page copy to drive up conversions.


If it’s conversions you want to improve, then Freshmarketer might be the perfect tool. The focus of the software is on optimising conversion rates, and it does this in a number of ways.

The main thrust of Freshmarketer is in ‘Funnel Analysis’, and this is all about working out which pages on your site are seeing the highest rates of visitor bounce. This, in turn, informs you which of your pages you need to change and on which you need to deploy A/B testing.

But that’s not all Freshmarketer does – it gets a little more granular with the data it wants to show you. With this tool, for example, you can see ‘heat maps’ on specific pages that tell you which elements visitors are interested in and which fails to draw their interest. The in-built A/B testing feature of Freshmarketer enables you to create several versions of pages and see which works best. You can use that version as your live version and then build on it by testing against further changes.


The great thing about Omniconvert is that it houses a raft of tools all in one place, with A/B testing built into the software.

One of the most useful features of Omniconvert is that it allows for stack testing of A/B tests. What this means is that you can set a previous A/B test as the standard for future tests, making optimisation much easier.

Aside from this, you can also use Omniconvert to schedule tests for whenever you want and split incoming traffic up into more than forty defining factors. And that makes for quality, fully-tested pages that deliver real results for your business.


VWO can handle A/B testing, split testing and multi-variate testing from the same interface, so it is a more advanced tool but one that can be immensely powerful. VWO is a favourite of some of the world’s biggest brands including eBay, Target and Virgin Holidays. It will help you track visitors, see what they’re doing on site and test different hypothesis to craft finely tuned, highly performing pages.

If you don’t want to handle A/B testing in house, why not get in touch with us to see how we can shoulder the burden?