4 A/B Testing Tools for Testing Different User Flows On Websites

Navigating the myriad of A/B testing tools can be overwhelming, but this article demystifies the landscape with concrete insights from industry leaders. Discover the strengths and nuances of top platforms, from advanced targeting to real-time data analytics. Equipped with expert opinions, make an informed decision on which tools can best optimize user flows on websites.

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Optimizely for Advanced Targeting and Segmentation

To test different user flows on my website, I use Optimizely. I’ve found it to be one of the most powerful and intuitive A/B testing tools available. What I appreciate most about Optimizely is its advanced targeting and segmentation capabilities, which allow me to test different variations of a user flow and track how specific segments of users behave.

For example, when I was optimizing a client’s checkout process, we tested different flows for first-time visitors versus returning customers. Optimizely made it easy to segment these groups and measure how each variation impacted conversions.

What sets Optimizely apart from other A/B testing tools is its visual editor and robust analytics. I’ve been able to implement complex changes to the website without needing any developer involvement, which makes testing faster and more cost-effective. The real-time data and detailed reports provide instant insights into which variations are performing better, allowing us to make quick, informed decisions. This has helped me improve key conversion points on multiple websites.

I also value the integrations Optimizely offers with other platforms like Google Analytics and CRM tools, which allows me to combine A/B testing data with broader customer insights. This comprehensive approach to testing ensures that the changes I make are aligned with overall business goals.

Georgi Petrov, CMO, AIG MARKETER

VWO for Robust Segmentation and Real-Time Data

I rely on VWO to test different user flows on my website. I recommend it because it offers robust segmentation and real-time data, allowing me to identify which variations drive the highest engagement and conversions quickly. For example, after integrating VWO into our checkout process, we ran a series of experiments on form layout and button placement. 

Within a month, we observed: 

• A 5% lift in conversion rates 
• A 10% decrease in cart abandonment 
• A 3-4% uptick in average order value (AOV) 

These improvements resulted from data-driven iterations that wouldn’t have been as clear without VWO’s detailed reporting and seamless integration into our existing analytics stack. By continuously fine-tuning user flows through A/B testing, we validate changes quickly and maintain a consistent, optimized customer experience.

Windy Pierre, Founder, eCommerce Manager dot co

Google Optimize for User-Friendly A/B Testing

One of my go-to tools for A/B testing user flows on a website is Google Optimize (or its alternatives, depending on your needs). It’s easy to set up, integrates seamlessly with Google Analytics, and allows you to test everything from headlines and CTAs to entire user journeys.

I recommend it because it’s incredibly user-friendly, even for those who aren’t deeply technical. You can create experiments and variations without needing to rewrite large portions of your codebase. Its integration with Google Analytics is a major advantage: it provides deep insights into how changes impact user behavior and conversions.

For more advanced needs, Optimizely is another excellent choice. It offers robust testing capabilities, including multivariate and personalization features, and is scalable for larger, more complex sites.

The tool you choose depends on your website’s size, the level of technical expertise available, and your testing goals. For many businesses, Google Optimize strikes the right balance between ease of use, features, and cost-effectiveness, making it a reliable choice to refine user flows and boost engagement.

Peter Wootton, SEO Consultant, The SEO Consultant Agency

Oracle Maxymiser for Complex Testing and Analytics

Oracle Maxymiser is a platform I use for A/B testing for website workflow efficiencies, and it has completely transformed the way I approach things. No doubt, one of its main strengths is its ability to run complex testing cases and return analytics that are deeper than mere numbers related to KPIs.

For example, there was a specific percentage of people who completed the purchase process of a tour package on my travel services website. Using Maxymiser, I modified the page to include two types of variations—one page had an uncluttered layout with minimal fields, and the second page included trust elements such as testimonials and security badges. This tool did not only monitor the number of instances each page performed well but also provided a more sophisticated understanding of how users interacted with the page, such as how many times they scrolled and estimated the places where their cursors tended to hover.

Upon expanding the trust signals, the completion of transactions increased by about twenty percent. Besides this, some of the adjustments I was able to make in button suggestions were color, position, and size, thanks to recommendations made by AI integrated into Maxymiser’s system.

The tool’s scalability is another aspect that I recommend. All sorts of tests, from minor fixes to major changes, are handled seamlessly. It is particularly useful for companies like mine that have a steady flow of users looking for better conversion experiences. I’m not just guesstimating what works with Oracle Maxymiser. I’m making the right decisions based on facts.

Soubhik Chakrabarti, CEO, Icy Tales

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