10 A/B Testing Tools Every Marketer Should Know in 2025

10 A/B Testing Tools You Should Know About

In today’s fast-moving digital world, making data-driven decisions is critical to optimizing website performance and maximizing conversions. A/B testing tools empower marketers and product teams to experiment with different variations, understand what works best, and improve user experiences. If you're serious about growth, you need the right tool to help you test and iterate effectively.

Here’s a list of 10 A/B testing tools that you should know about in 2025:

1. CustomFit.ai – The No-Code A/B Testing & Personalization Powerhouse

CustomFit.ai is designed for marketers who want to optimize their websites without writing a single line of code. Built specifically for D2C brands, CustomFit.ai offers powerful A/B testing and real-time website personalization, ensuring that each visitor gets a tailored experience that boosts conversions. What makes it stand out?

• No-code visual editor – Easily create A/B tests without technical dependencies.
• Shopify integration – Perfect for eCommerce brands looking to enhance their CRO.
• Advanced segmentation – Test and personalize based on visitor behavior, demographics, or referral source.
• Blazing-fast performance – Ensures flicker-free experiments for a seamless user experience.

If you want to take A/B testing and personalization to the next level, CustomFit.ai is a must-try!

2. Optimizely

A veteran in the A/B testing space, Optimizely provides robust experimentation features that help enterprises test multiple variations of web pages, apps, and digital experiences. It’s great for large-scale businesses but can be expensive for smaller teams.

3. VWO (Visual Website Optimizer)

VWO offers a comprehensive A/B testing and CRO suite, with a user-friendly interface that allows marketers to create, run, and analyze tests without coding. Its heatmaps and session recordings provide valuable insights to refine tests.

4. Google Optimize (Sunset in 2024)

Google Optimize has been a favorite free A/B testing tool, tightly integrated with Google Analytics. However, with its sunset in 2024, businesses are looking for alternatives like CustomFit.ai, VWO, and Convert.com.

5. Convert

Convert is a privacy-focused A/B testing tool that’s GDPR and CCPA-compliant. It offers deep integrations with analytics platforms and is known for fast-loading tests that don’t impact site performance.

6. Adobe Target

Adobe Target is part of the Adobe Experience Cloud, providing AI-powered personalization and testing features. Best suited for enterprise brands that already use the Adobe ecosystem.

7. Crazy Egg

Crazy Egg combines A/B testing with heatmaps, scroll maps, and user session recordings to help businesses make data-backed changes that enhance engagement and conversions.

8. Unbounce

Unbounce is primarily a landing page builder, but it includes A/B testing capabilities that allow marketers to test different headlines, layouts, and CTA placements to maximize conversions.

9. Kameleoon

An AI-powered experimentation and personalization platform, Kameleoon is built for enterprises and focuses on delivering a unified experience across web, mobile, and app environments.

10. GrowthBook

An open-source A/B testing platform, GrowthBook is developer-friendly and integrates seamlessly with analytics tools like Google Analytics and Mixpanel, making it ideal for startups and tech teams.

Final Thoughts

Choosing the right A/B testing tool depends on your needs, budget, and technical expertise. If you're looking for a D2C specific no-code solution with real-time personalization and deep segmentation, CustomFit.ai is an excellent choice.

Which A/B testing tool do you use, and how has it impacted your conversions? Let’s discuss in the comments!