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Salesforce recently reported that about 66% of customers want companies to understand their needs. But how do you tell what your customers want? It’s simple—you could simply assume you understand what they want, or you could use science to find out their needs.
If you do not have some special powers with which you can read minds, good luck with the first idea. However, if you are looking for a way to understand what your audience wants and send them emails that they will actually open, A/B testing is your best shot.
Like the name suggests, A/B testing is like conducting an experiment. Picture yourself as a scientist trying to create the perfect email mix that gets you the best results. Basically, you keep adjusting different ingredients (the parts of two email samples) until you get the mix that offers what you need—emails opens and sales!
If you are tired of leaving your campaigns to luck and you want to write emails that actually work, then congratulate yourself. This piece will show everything you need to know about A/B testing software. You will discover how you can choose the best, and of course, we will give you a list of some of our favorite A/B testing tools.
How to Pick the Best A/B Testing Software for Your Business
Now that we’ve established the importance of A/B testing, let’s explore how to choose the software that best fits your needs. After all, the tool you use can make or break your testing efforts.
By the way, if you want to learn more about A/B tests and how they are conducted, you can read this piece: Email testing: The key to optimize email campaigns.
Identify your needs
Before diving into features and pricing, take a step back and consider what you want to achieve. Your goal is not to get a tool for A/B testing. Rather, your goal is what you intend to achieve with the testing tool. Are you focused on improving open rates, or are you looking to boost your conversions?
Ensure the tool has the features you need
Now that you know what you need, narrowing down your choices is easier. The truth is, so many A/B testing services out there promise they can offer A/B testing. Unfortunately, not all these tools can provide you with what you need—not because they are ineffective. Sometimes, you just find that even with all the “extra features” a tool has, it does not have that secret sauce you need.
So, look for software that gives you the features you want. If you are unsure, an idea tool should allow you to test multiple elements, from subject lines to send times. If you are looking for something extra, advanced features like multivariate testing and AI-powered recommendations might be helpful.
Consider the level of expertise required
Unlike what most people think, fancy tools aren’t always better. If you can’t figure them out, what’s the point? A simple tool you can actually use often beats a high-tech one you can’t.
So, before you get that A/B testing tool, you should ask yourself if the tool is user-friendly enough for your entire team or if you will need to hire a data scientist to interpret the results. The best A/B testing software for you should strike a balance between power and accessibility.
Evaluate integrations
This is a life hack that will save you countless headaches: make sure your A/B testing tool is compatible with others in your tech sandbox.
Think of your marketing tech stack as a team. You want players that communicate seamlessly, not lone wolves that force you to play referee. When choosing your A/B testing tool, prioritize tools that offer smooth integrations with:
- Your email service provider.
- Your CRM system.
- Analytics platforms.
- Other key marketing tools.
Why? Because time spent copying data or toggling between disconnected systems is time stolen from strategy and creativity. With the right integrations, you’ll enjoy:
- Automated data syncing.
- Unified reporting.
- Streamlined workflows.
- Fewer errors.
Check pricing and scalability
When the budget is tight, it can be tempting to choose the cheapest option that just covers your basics. Unfortunately, that could come back to bite you later. It’s like buying shoes a size too small because they’re on sale.
Sure, they fit now, but what happens when your feet swell after a long day? Well, same with A/B testing tools. You might outgrow that budget option faster than you think, and switching later can be a real pain.
Therefore, your ideal tool should be one that can grow with you and the team. Think about a year or two ahead—will this tool be as effective for your business, or will you outgrow it?
Read reviews and compare features
Everyone is trying to sell their products these days. If you believe every vendor, you will likely buy a flying elephant soon.
You cannot simply buy a tool because the vendor said his tool is the next best thing. Instead, do your research. Thanks to the Internet, you can easily find reviews of people who have previously used this “amazing” tool.
Are their reviews terrible? Or are the reviews too good to be true? Compare reviews from as many reputable websites as possible to be sure the tool is what the vendor claims it is.
Test the tool before committing
Don’t just take others’ word for it—test drive before you buy! While glowing reviews are great, what works for other users might not fit you well. The good news? A bunch of A/B testing tools offer free trials. It’s like taking a car for a spin before you buy it.
The free trial is your chance to play around with the tool without committing. Does it mesh with your team’s workflow? Is it user-friendly for your crew? Can it handle the specific tasks you need?
Look for customer support and training
Life happens—even to the most user-friendly A/B testing tools. While smooth onboarding is great, unexpected issues or downtimes can make the “best tool” difficult to use. In these moments, responsive customer support can be a lifesaver, turning potential frustration into a manageable situation.
Therefore, look for vendors providing:
- Responsive live chat or phone support.
- Detailed documentation and training sessions.
- Active user communities or forums.
Ensure it has analytics and reporting features
A 70% boost in CTR sounds great, but what does it really mean for your business? That’s where analytics come in. Ideally, you need software that offers:
- Clear, visual data presentations.
- Actionable insights, not just raw numbers.
- Easy-to-understand statistical significance indicators.
- Customizable reports for different stakeholders.
Prioritize security and compliance
Security and compliance? They’re like your marketing bodyguards—protecting you, your brand, and your customers’ trust. A simple compromise on security and compliance could cost you a lot.
So, what should you look for in your A/B testing tool’s security toolkit? Here’s the hit list:
- GDPR and CCPA compliance features (because privacy laws are no joke).
- Regular security check-ups and updates (keeping those digital locks strong).
- Data encryption on the move and at rest.
- Clear rules on how data is handled and stored.
What Is the Best Email A/B Testing Tool?
While the “best” tool depends on your specific needs, there are a few names in the industry that you shouldn’t miss. Let’s take a quick look at the seven leading contenders:
Optimizely
Optimizely is a powerhouse for large companies with intricate testing requirements. It’s a full-service platform offering web and feature experimentation, content management, and personalization tools.
VWO
Unlike Optimizely, VWO serves businesses across the spectrum. Its user-friendly interface makes it a breeze to set up A/B tests, create heatmaps, and run personalization campaigns.
HubSpot
HubSpot’s real magic is how it seamlessly weaves A/B testing into its all-in-one marketing toolkit. Already using HubSpot? Then you’re in luck —their A/B testing could be just what you need. The beauty of it is how everything works together. You’re not just running tests in isolation; you’re integrating them with your whole marketing strategy.
Mailchimp
Mailchimp is a real crowd-pleaser with its easy-to-use design and solid testing options. It’s particularly strong in segmentation and geolocations. Sure, it might not have as many A/B tests as some rivals, but it’s like that reliable local shop—efficient and gets the job done without fuss. For many users, especially smaller businesses, Mailchimp hits the sweet spot between functionality and simplicity.
Campaign Monitor
Specializing in email marketing with strong A/B testing capabilities, Campaign Monitor is like a tailor-made suit for email marketers. This tool focuses more on providing a streamlined experience for email-centric testing.
ActiveCampaign
ActiveCampaign stands out with its numerous parallel tests and metric customizations. It’s particularly great for design-heavy email campaigns. Think of it as the artist’s palette of A/B testing, allowing you to fine-tune every aspect of your emails.
Brevo
If you prefer to run your test without worrying about the technical details, Brevo might be your choice. Focusing primarily on subject-line testing and optimization, it offers a smooth, hiccup-free testing flow.
| Platform | Integration capabilities | Ease of use | Analytics | Pricing |
| Optimizely | Extensive with CMS, ecommerce, analytics | User-friendly, some learning curve | Advanced reporting | Available only on request |
| VWO | Major CMS, analytics, marketing tools | Intuitive, advanced testing needs learning | Detailed analytics, heatmaps | From $392/monthFree trial available |
| HubSpot | CRM, marketing, sales, support tools | Highly intuitive | Comprehensive across channels | Free, paid from $20/month |
| Mailchimp | Ecommerce, social media, marketing tools | Simple drag-and-drop | Basic to advanced | From $13/month |
| Campaign Monitor | CRM, ecommerce, social media | User-friendly, simple | Good reporting features | From $12/month |
| ActiveCampaign | CRM, ecommerce, analytics | Intuitive | In-depth analytics | From $15/month |
| Brevo (Sendinblue) | CMS, CRM, ecommerce | Straightforward | Detailed reporting | Free, paid from $25/month |
To Sum Up
Email A/B testing is your secret weapon for marketing success. By experimenting with different elements like subject lines, content, and design, you can uncover what truly resonates with your audience.
Ready to take your email campaigns to the next level? The game-changer you need is the appropriate A/B testing technology. The good news is that there’s a perfect fit for any size business, be it a small startup or a multinational conglomerate.
See each email you send as a teaching tool, much like a little experiment in your marketing lab. Thus, don’t be scared to experiment—test different strategies and find what works for your audience.
More tips on A/B testing:
Optimizing Email Design Through A/B Testing: Best Practices and Examples
A/B Testing Approaches to Personalization in Email Marketing
Subject Line A/B Testing Techniques and Examples in Email Marketing