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A/B testing tools allow you to create multiple versions of something (e.g., webpages, emails, or campaigns), show them to different audiences, and measure which performs better against a specific goal, such as clicks, signups, or purchases. By comparing two versions based on how real users respond, you can make data-driven decisions on things like copy, product images, and page layouts instead of relying on assumptions.
In a 2025 Ascend2 survey of marketing professionals who actively use A/B testing, more than half said they use it to optimize marketing campaigns (56%), enhance user experience (54%), and improve conversion rates (53%).
Learn how A/B testing tools work, what you can test, and how to choose the right A/B testing platform for your ecommerce store. You’ll also get details on available A/B testing tools, including their features, use cases, pricing, and privacy capabilities.
What are A/B testing tools?
A/B testing tools are software used to help you compare two versions of the same thing so you can see which version has more of a desirable impact on visitor behavior. A/B testing tools help you understand how users engage with your ecommerce website, marketing messages, and digital products, like a mobile app.
For example, maybe you’re unsure whether or not to use emojis in your email subject lines. Instead of going with your gut, you can use A/B testing tools to get a definitive answer. Send out two batches of the same email subject line, one with emojis, and one without. Your A/B testing tool will show you which is more effective, and you can use that version going forward.
Elements you can test with A/B testing tools
Here are a few common website and marketing asset elements you could A/B test and the corresponding key performance indicators to help assess your test results.
Header copy
Test the message at the top of your page to see if it entices website visitors to stick around. Use bounce rate as the metric to gauge whether people stay or leave your site without engaging any further. The header with the lower bounce rate is the more effective one.
Email subject lines
With brands flooding inboxes, your subject lines need to immediately grab your recipients’ attention. A/B test two different subject lines for the same marketing email. The one with a higher open rate wins.
Call-to-action text
A call-to-action (CTA) on a website or mobile app prompts your audience to do something like buy a product, sign up for email newsletters, or share your content with friends. A/B test different CTA copy. The version with a higher click-through rate wins.
Product images
Pit different product images against each other—perhaps one in a studio setting and another in a lifestyle context—to see which version results in more sales conversions.
How to choose an A/B testing tool
The best A/B testing tool depends on what you want to test, your technical resources, and your budget. When comparing options, consider:
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Testing capabilities: Look for a tool that supports the experiments you plan to run, whether that’s testing landing pages, pricing, checkout experiences, or product features.
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Ease of use: No-code visual editors can make it easier for marketing teams to create tests without developer support, while more advanced tools may offer greater flexibility for technical teams.
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Integrations: Check whether the tool works with your ecommerce platform and the analytics, advertising, and marketing tools you already use.
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Analytics and reporting: Look for clear reporting that helps you determine whether differences between variations are meaningful and make decisions based on the results.
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Privacy: Review what visitor data the tool collects and processes, along with features for managing consent, cookies, and personal information.
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Price and scalability: Consider both your current testing needs and how pricing or functionality might change as your traffic and experimentation program grow.
Other features of A/B testing tools
Some tools allow different testing methodologies, each designed to uncover nuanced insights.
Multivariate testing
Test multiple elements on a webpage, like headlines, images, and CTAs, all at the same time, so you can discover the combination that performs the best. This type of testing is slightly different from A/B testing as it analyzes multiple combinations and requires a high amount of traffic to find statistical significance between variations. In an A/B test, for example, you would test two headlines with the same CTA. In a multivariate test, you would test a combination of factors simultaneously.
Split URL testing
This type of test compares two completely different versions of a page by directing visitors to two completely separate URLs. You test significant design changes or even the page structure rather than smaller elements on one page.
Feature release testing
This type of testing allows you to gradually roll out new features (like a product carousel or search bar) to different user segments and gauge user engagement. That way, you can identify any issues before a full release. It also provides valuable insights into how users engage with your features overall.
A/B testing tools for your ecommerce store
- Shopify Rollouts
- Shogun
- Intelligems
- Shoplift
- OptiMonk
- Optimizely
- Visual Website Optimizer (VWO)
- Unbounce
The best part about today’s A/B testing tools is that many don’t require technical expertise. Many also feature an intuitive user interface to simplify the testing process.
Here are testing platforms to explore if you’ve hit an engagement plateau and are looking to level-up your ecommerce store:
Shopify Rollouts
Shopify Rollouts is a built-in tool that lets you launch new storefront themes and checkout page changes, and test them before deciding which one goes live. You can even test localized content based on where your customers are from to measure its impact before committing.
Launches can be permanent or temporary, for example, if you only wanted to make changes for a weeklong sale and switch back. Changes can also be rolled out to customers gradually.
Create and manage rollouts from the Markets > Rollouts page in your Shopify admin. Since Rollouts rely on standard storefront visitor sessions, any data collected during a rollout test is covered by the main Shopify Privacy Policy.
Pricing: Launches are free with a Basic Shopify plan; experiments require a Grow plan or higher.
Shogun
Shogun integrates with Shopify and enables web experimentation of variants for product pages, prices, checkout, and shipping options. Tests can be segmented based on customer behavior, location, traffic source, device, and more. Statistical analysis of results can be done with the help of connected AI tools.
For privacy, Shogun says Google Ads data used with its A/B testing features remains within the merchant’s Shogun account and isn’t sold or shared with third parties.
Pricing: After a 14-day free trial, plans start at $39 per month.
Intelligems
Intelligems is a web page experimentation platform that lets merchants create multiple variations and test landing pages, themes, content, prices, discounts, checking, shipping, and post-purchase offers, all for the sake of conversion rate optimization (CRO).
Once you collect data, you can save customer segments and deliver personalized content to the right audiences.
Intelligems’s privacy policy explains that the company doesn’t sell customer data to third parties or share it with them for their own independent purposes.
Pricing: After a 14-day free trial, plans start at $69 per month.
Shoplift
Shoplift is a user-friendly experimentation platform you can integrate with your Shopify store to test variations directly in your theme customizer. Shoplift lets you test different product descriptions, landing pages, and your website navigation so you can manage major site overhauls efficiently. Shoplift says its Lift Assist tool can also make recommendations on what converts based on analysis of millions of shopper sessions and automatically create branded A/B tests that fit your online store.
From a privacy standpoint, Shoplift claims to leverage Shopify’s Customer Privacy API by default, and they don’t log and store personal identifiable information from website visitors, including name, email, phone number, and IP address.
Pricing: After a 14-day free trial, Shoplift plans start at $99 per month.
OptiMonk
OptiMonk helps you build personalized pop-ups, like sales announcements or email sign-up offers, that appear when visitors land on your website. OptiMonk is one of many testing platforms designed for integration with your Shopify store, making it easy to create and test customized pop-ups. OptiMonk uses cookies, and its data retention and use are governed by its privacy policy.
Pricing: OptiMonk has a limited free plan; paid versions start at $29 per month.
Optimizely
Optimizely is a web-optimization platform with feature-testing capabilities that let you iterate and implement changes quickly. Its comprehensive suite of features includes both A/B and multivariate testing, as well as personalization tools to give you real-time performance data on what’s doing best.
Optimizely has several privacy controls for experimentation, including IP address anonymization and options for managing cookies, user IDs, and visitor consent. It can also integrate with cookie banners and tag-management tools.
Pricing: Optimizely structures each plan based on your needs; contact the company for pricing details.
Wingify
Wingify is a digital experience experimentation platform that allows you to optimize websites, mobile apps, and digital product features through both existing data and test results from new experiments. It has a comprehensive suite of experimentation features, including multivariate A/B testing, test analysis capabilities, and behavioral analytics tools.
Wingify's testing tools include privacy controls such as anonymizing personally identifiable information. There are also opt-out options for visitor tracking.
Pricing: Wingify has custom pricing for each of its tiers; you can schedule a demo for more info.
Unbounce
Unbounce is a landing page optimization platform with a user-friendly interface that allows you to build high-converting landing pages with a drag-and-drop feature. It has A/B testing and an AI-powered smart traffic feature that automatically directs visitors to landing pages where they may be more likely to convert.
From a privacy standpoint, Unbounce includes a cookie-consent banner that lets landing-page visitors accept or reject tracking and manage their cookie preferences. You can also link directly to their privacy policy from the banner.
Pricing: After a 14-day free trial, Unbounce plans start at $29 per month. A/B testing is included in the Experiment plan ($149 per month) and up.
A/B tests and privacy policies
A/B testing tools generally need to collect and process information about your website’s visitors to determine which variations they see and measure how they respond. Depending on the tool, this can include cookies, device information, IP addresses, or data about visitors’ interactions with your site.
Consider updating your website privacy policy to explain that you conduct A/B testing, what data your testing tools collect, why you collect it, and whether you share it with third-party testing providers. Depending on where you and your customers are located, you may also need to obtain and record consent using a consent management platform before certain tracking technologies are used.
You can review and customize your privacy policy, cookie banner, and data-sharing opt-out settings under Settings > Customer privacy in the Shopify admin. Shopify recommends regularly reviewing your privacy policy so it accurately reflects your current business practices.
A/B testing tools FAQ
What are A/B testing tools?
A/B testing tools help you quickly set up, launch, and analyze experiments to understand user behavior with various elements on your website or mobile app. They help with feature management and provide data-driven insights on what influences key performance indicators (KPIs) like conversion rates and engagement. Common tests include experimenting with header copy, subject lines, CTAs, product images, and new features to drive better outcomes.
What can A/B testing tools do?
A/B testing tools help you streamline experimentation, optimize user experience, and make data-driven decisions more efficiently. They can provide automated data analysis, real-time metrics, and intuitive test design interfaces that don’t require technical expertise. By simplifying test setup and execution, these tools help remove subjectivity from optimizing websites, mobile apps, and other digital experiences.
What types of tests can you run?
There are many useful tests you can run to increase conversions, reduce bounce rates, and validate the function of new features. Multivariate testing, web page experimentation, and split URL testing help optimize website design and content by identifying which elements drive the best engagement.
Can you still use Google Optimize for A/B testing?
No, Google Optimize was sunset in September 2023. However, there are other platforms to explore like Optimizely and Wingify. You can also explore other platforms specifically designed to integrate with Shopify stores, like Shoplift, Intelligems, or Shogun.
