A/B testing is not what it used to be in the past when businesses only concentrated on supporting themselves in the market. This trend has changed in the past few years, and the focus has shifted from solely maintaining to improving conversions through testing.

Every business that has an presence online is either now A/B testing or preparing to do it in the future. Owing to this popularity is the demand for great A/B testing tools and resources has also increased. Today’s post features the some of the best and free A/B testing, split URL testing and multivariate testing tools, as well as any other resources that can help you find testing solutions to improve user experience whereby increases conversions.

Research Tools

Evan’s Awesome A/B Tools

Evan’s Awesome Ab Tools

A collection of intuitive, visual and easy to use A/B testing tools to help you with statistical calculations for any test. It includes testing tools like Two-Sample T-Test, Chi-Squared Test, and Sample Size Calculator, etc.

Google Analytics

Google Analytics

A web analytics tool offered by Google, Google Analytics tracks your website traffic and enables you to get statistically significant insights on their behaviour.

Once set up, it automatically collects data on your site visitors and creates reports on them so you can use the insights to plan the success strategy for your business and because of the ease of integration, you can integrate GA with other tools like Google AdWords to make them work together.

VWO Landing Page Analyzer

Landing Page Analyzer

Test how useful your landing page is and get an actionable report on your landing pages’ problem areas and recommendations on how you can improve them. 

VMO’s Landing Page Analyzer gives you extensive reports of your landing pages after measuring them on five parameters: Relevance, Propensity to take action, Persuasiveness, Motivation, and Focus on the goal.

A/B Split & Multivariate Test Duration Calculator

Ab Split & Multivariate Test Duration Calculator

Calculate the duration for which you should run A/B tests with this free Duration Calculator. This tool A/B test duration calculator estimates the period for which you should run your test to conclude with statistical significance based on five parameters:

  • Estimated existing conversion rate
  • Minimum improvement in conversion rate you want to detect
  • Number of variations/combinations (including control)
  • The average number of daily visitors
  • Percentage of visitors included in the test?

Testing Tools



Vanity is an Experiment Driven Development framework for Rails.

HubSpot & Kissmetrics’ A/B Testing Kit

Hubspot & Kissmetrics’ Ab Testing Kit

This is a free kit with everything you need to run A/B testing; an A/B test tracking template, a how-to guide for instruction & inspiration, and a statistical significance calculator to see if your tests were wins, losses, or inconclusive.

This tool is ideal for those who are just getting started with A/B testing, or for people who need a way to track their existing tests.

Five Second Test

Five Second Test

Five Second Test is a simple method of A/B testing images and designs to find out what information they are giving away within the first 5 seconds of viewing it.

Multiple variations of an image or design is shown to visitors and a few questions are asked around them to measure which one conveys the closest message.



Perti is Wix’s holistic experiment system, it covers the lifecycle of product experimenting including A/B tests and feature toggles. Petri is used at large scale at Wix, supporting dozens of daily changes (instantly affecting production, no deployment needed).

VWO Testing

Vwo Testing

VWO Testing helps you to improve your websites conversion rates by enabling you to build an experimentation roadmap.

This platform allows you to conduct qualitative and quantitative visitor behaviour research, A/B tests, split URL tests and multivariate tests. With its visual editor, you can drag and drop any element from one position to another in real-time anywhere on the web pages.

Reading Resources

Guess the Test

Guess The Test

Guess The Test is a digital marketing resource base for everything CRO. It offers case studies in the form of games where you can guess on which test version you think won, and then learn about the results and about how you can apply those findings to your own work. They also have a vast library of A/B testing case studies.

Cracking A/B Testing in Your Product

Cracking Ab Testing In Your Product

A comprehensive blog article that takes you through the optimisation journey of the app “Travel Triangle” that led to a 70% increase in in-app conversions.

Data science you need to know! A/B testing

Data Science You Need To Know! Ab Testing

Decide between two design options of web pages by A/B testing them. This article will take you through different aspects of A/B testing and show how designers improve UX through continuous A/B testing.

The Complete Guide To A/B Testing

The Complete Guide To Ab Testing

This comprehensive page addresses all the questions revolving around A/B testing like how to A/B test, what to A/B test, and the common mistakes while A/B testing, and more. In fact, this page also offers a free downloadable A/B testing calendar template that will help you while scaling your Testing program.

8-Week CRO Planner

8 Week Cro Planner

HubSpot and VWO know how daunting and time-consuming CRO can be. That’s why we created an 8-week planner to help you learn and implement a CRO process into your marketing strategy. Just 60 days that is all it’ll take for you to become a CRO expert for your website and business.

VMO Full Pack of Resources

Vmo Full Pack Of Resources

If you want an extensive list of reading items that will help you understand real-life A/B testing use cases and success stories, or if you want to read blog posts on A/B testing best practices or blogs on everything conversion rate optimisation, etc. then the resources you find on VWO website is the right place for you to be.


15 Free A/B Split Testing Resources for 2020