9 Best Free A/B Testing Tools for Mobile Apps & Website

9 Best Free A/B Testing Tools for Mobile Apps & Website-feature image
June 6, 2023 10 Min read

Summary: A/B testing is not an option anymore; it’s a necessity. So, discover the top nine free A/B testing tools to maximize your mobile app & website performance. Check which tools provide the best insights & results quickly.

Business decisions can’t be based on gut feelings. It’s crucial for businesses to optimize their websites and mobile apps to ensure maximum user engagement. That’s where businesses embrace A/B testing.

A/B testing is a popular method used by companies to determine what works best for their audiences. Fortunately, there are several free A/B testing tools available that can help improve your website or app without breaking the bank.

Let’s take a look at the best free A/B testing tools that you can use to test various elements of your mobile app or website.

What is A/B Testing?

As the name suggests, A/B testing means evaluating which is a good option for your business – A or B.

In general, A/B testing involves comparing two different versions of a product, campaign, website or service to determine which one offers better user engagement or performance outcomes.

By measuring the performance in terms of click-through and conversion, businesses can decide which product or idea is more effective. From there, they can make changes based on what worked best and continue to refine their approach over time.

How Does A/B Testing Work?

A/B testing works by dividing the audience into two groups: Group 1, which sees Version A of the product, and Group 2nd, which sees Version B. By measuring and analyzing the responses and behavior of each group, we can gather insights about which version is more effective.

Let’s say you create a Facebook ad to sell coffee mugs. You’ve created two different AD designs: one has a picture of a cute cat holding a mug, while the other has a picture of an elegant woman sipping coffee from a mug. By using A/B testing, you can show half your visitors version A and half version B to determine which design leads to more sales.

List of Best A/B Testing Tools for Websites and Mobile Apps in 2024

  1. Google Optimize

Google Optimize is a part of Google Marketing or Google Ad platform. It is a powerful tool for conducting A/B testing, split URL testing, multivariate testing, and server-side experiments. It helps businesses optimize their websites and make data-driven decisions to enhance user experiences and achieve better results.

Why Use Google Optimize?

  • Free and easy-to-use platform
  • Easy integration with Firebase, Google Analytics, AMP, etc.
  • Detailed dashboard with experiment summary and improvement details

Pricing: Google Optimize is a free-to-use platform.

Best for Small and mid-scale businesses 
Types of testing A/B, redirect and multivariate testing 
Load time Fast 
Targeting Basic targeting options based on URL, device, and geography 
Integration Google Analytics and AD Manager 
Test Result & Post Test Analysis Real-time test results and simplified post-test analysis 
Support Online community and blog 
  1. Optimizely

Optimizely is a versatile digital experimentation platform designed to empower enterprise marketing, product, and engineering teams. With the ability to conduct limitless concurrent experiments, it helps with continuous testing and iteration and ensures impactful customer experiences.

Why Use Optimizely?

Pricing: Optimizely pricing is available on request at its website.

Best for Marketing 
Types of testing A/B, multivariate, and multi-page (funnel) testing 
Load time Fast 
Targeting Advanced targeting options based on demographics, behavior, devices used, etc. 
Integration Easy integration with 50+ apps 
Test Result & Post Test Analysis Real-time test results with advanced analytics and insights 
Support Community, Chat, and dedicated supports 
  1. HubSpot

HubSpot‘s A/B testing tool simplifies the process of tracking and analyzing test results. With its user-friendly spreadsheet template, you can easily conduct tests without the need for intricate coding or calculations. Additionally, it provides a statistical significance calculator to accurately determine your test’s outcome.

Why Choose HubSpot?

  • Offers a complete guideline for an effective A/B testing
  • Have a simple but effective calculator to track test results
  • A beginner-friendly software

Pricing: HubSpot A/B testing kit is free-to-use software. You can download it from the official website.

Best for Beginners 
Types of testing AB testing with variations 
Load time Moderate 
Targeting Basic targeting options based on device, geography, gender, etc. 
Integration Native integration with HubSpot CRM and Marketing Hub 
Test Result & Post Test Analysis Detailed analytics and reporting 
Support Blog, Chat, Knowledge base, community mail. 
  1. Kameleon

Kameleoon is an all-in-one platform that enables users to conduct various tests with ease, including optimizing conversion rate optimization (CRO). Its A/B testing software is particularly useful for running personalized marketing campaigns.

It is a user-friendly and robust tool that empowers marketers, developers, and product managers to create remarkable customer experiences.

Why Choose Kameleoon?

  • A simple interface for team collaboration
  • Fullstack and web experimentation
  • AI-Powered Personalization

Pricing: Pricing is available on request.

Best for Product marketing 
Types of testing AB, Web experimentation, Full Stack experimentation 
Load time Moderate 
Targeting Advanced targeting with behaviors, origin etc. capabilities 
Integration 30+ app integrations like Shopify, Salesforce, etc. 
Test Result & Post Test Analysis Automated test result analysis, AI-powered optimization suggestions 
Support Email and chat support 
  1. Apptimize

Apptimize empowers both enterprises and SMEs. With features like Audience Targeting, Campaign Segmentation, and Requirements-Based Testing, it ensures statistically relevant analysis and a hierarchical view of results. Compatible with iOS and Android, it enables feature flagging and staged rollouts, letting you optimize user experiences effectively.

Why Choose Apptimize?

  • Cross-platform software. Works on iOS, Android and PCs
  • Manage experiments through one dashboard
  • Free demo available

Pricing: Apptimize pricing is available on request.

Best for Mobile App testing 
Types of testing AB testing and Feature flags 
Load time Fast 
Targeting Advanced targeting options for mobile apps 
Integration NA 
Test Result & Post Test Analysis Real-time test result analysis, advanced behavioral segmentation 
Support Blog and community 
  1. Coveo

Coveo A/B testing tool is a powerful platform designed for e-commerce sites. It helps you to validate your understanding of customers and optimize website performance.

With its visitor-targeted segments and comprehensive data on visitor behavior, you can determine the impact of personalization and improve the key landing page performance.

Why Choose Coveo?

  • Increase efficiency with server-side capabilities
  • Track early metrics like mail submit, add to cart etc.
  • Provides both quantitative and qualitative data

Pricing: Coveo paid plan is available on request

Best for E-commerce 
Types of testing Multivariate A/B testing 
Load time Fast 
Targeting Advanced targeting and segmentation capabilities 
Integration 50+ app integration like Slack, Salesforce, Zendesk etc. 
Test Result & Post Test Analysis Advanced analytics and reporting, customer journey analysis 
Support Community, chat, dedicated support 
  1. VWO

VWO uses SmartStats, a robust statistics engine. It goes beyond just testing and offers analytics, server-side testing, personalization tools, and more. It also has an in-built Visual Editor, where you can effortlessly modify page layouts through drag and drop, and a Code Editor for advanced users to directly edit HTML, CSS, and JavaScript.

Why Choose VWO?

  • Runs tests based on behavior, time spent on page/product, elements/pages visited, etc.
  • Offers CSS editing. This means you can change the font, color, design, etc.
  • Offers multivariate and Split URL testing.

Pricing: VWO pricing is available on request.

Best for Enterprise-level organizations 
Types of testing Mobile App A/B testing, Multivariate testing, URL 
Load time Very Fast 
Targeting Advanced targeting options 
Integration 30+ app integrations like Shopify, Slack, Google Analytics etc. 
Test Result & Post Test Analysis Advanced analytics, heatmaps, session recordings 
Support 24/7 email and chat support, knowledge base 
  1. Freshmarketer

Freshmarketer is another A/B testing tool that is especially designed for the e-commerce industry. This A/B testing tool ensures quick and effective experimentation for conversion rate optimization. You can easily validate your messaging, designs, and ideas, boost conversions with data-driven insights, and optimize revenue.

Why Choose Freshmarketer?

  • Offers text-level and code-level editing
  • Gathers the behavioral characteristics of your visitors
  • Engage across channels – Email, Phone, WhatsApp, etc.

Pricing: Freshmarketer price is available on request.

Best for E-commerce 
Types of testing AB testing 
Load time Fast 
Targeting Advanced targeting options for e-commerce 
Integration 50+ app integration like Mailchimp, Zoho, Pipedrive etc. 
Test Result & Post Test Analysis Detailed analytics, revenue tracking, funnel analysis with visitor behavior 
Support Chat, Mail, Community 
  1. AB Tasty

AB Tasty’s intuitive visual editor allows you to effortlessly create test variants, while real-time reports with confidence levels ensure accurate insights.

You can take full control of your tests with advanced targeting options based on URL, location, and demographics. It also offers integrations with CRMs and DMPs to enrich your data, maximizing the effectiveness of your experiments.

Why Choose AB Tasty?

  • Clean and easy to handle interface
  • Easily integrates with Google Analytics and Kissmetrics
  • Multivariate and predictive testings with unlimited variations

Pricing: Available on request

Best for Mid-sized to large businesses 
Types of testing A/B, split and multivariate 
Load time Fast 
Targeting Advanced targeting and segmentation capabilities  
Integration 25+ app integration like Google Analytics, Kissmetrics, etc. 
Test Result & Post Test Analysis Comprehensive test result analysis, machine learning-based insights 
Support Mail, phone, community 

Why is Mobile A/B Testing Important?

Not only websites, AB testing for mobile is also a crucial factor, as more than half of the web traffic comes from mobile.

One of the biggest advantages of mobile A/B testing is that it allows developers to make data-driven decisions. Instead of relying on guesswork or assumptions about what will work with users, they can test multiple variations and see which one produces the best results.

Here are some of the reasons why mobile A/B testing is important.

  • Increased User Engagement: A/B testing mobile apps can help improve the user experience, resulting in increased engagement and retention rates.
  • Better Conversion Rates: By testing different app versions, you can identify what works best for your users and optimize your conversion rates accordingly.
  • Cost-Effective Marketing: A/B testing can help you determine which marketing campaigns are most effective, allowing you to focus your resources on strategies that work.
  • Improved User Retention: It is crucial to understand what motivates users to stick with your app, as it helps retain them over time. A/B testing can help you identify these factors and optimize accordingly.
  • Enhanced Customer Satisfaction: By identifying pain points in your app through A/B testing, you can make adjustments that improve overall customer satisfaction.
  • Competitive Advantage: The mobile market is competitive and crowded. So, companies that invest in A/B testing are more likely to stay ahead of the competition by continuously improving their products and services.


A/B testing is a crucial process for ensuring the success of your mobile app or website. With the right A/B testing tool, you can analyze user behavior and optimize your design to improve conversions and engagement.

We’ve highlighted nine of the best free A/B testing tools available today, each with its own unique features. Whether you’re a small business or a large enterprise, there’s an A/B testing tool out there that can help you achieve your goals.


  1. What are a/b testing tools?

    A/B testing tools are software applications that help businesses compare two or more versions of a webpage or mobile app. It helps to determine which one performs better in terms of user engagement, conversions, or other predefined metrics.

  2. What is the purpose of a/b testing?

    The purpose of A/B testing is to make proper decisions by comparing different variations of a webpage or mobile app. It helps businesses understand how changes in design, content, or features impact user behavior, conversion rates, and the overall performance.

  3. Which are the best tools for a/b testing?

    Some of the best A/B testing tools in the market are Optimizely, VWO, Google Optimize, etc. These tools provide user-friendly interfaces, robust testing capabilities, and insightful analytics to optimize conversion rates and user experiences.

  4. How does a/b testing work?

    A/B testing involves comparing two versions of a webpage or element to determine which performs better regarding user engagement or conversion rates. Users are randomly split into two groups, each witnessing a different version, and then businesses analyze their interaction to make data-driven decisions for optimization.

  5. Which are the best a/b testing tools for website?

    For website A/B testing, some of the best tools include Kameloon, HubSpot, Optimizely, VWO, Google Optimize, etc. These tools offer comprehensive testing functionalities, robust analytics, and integrations with popular CMS platforms.

  6. What is a test for mobile apps?

    AB testing for mobile apps is a method to compare two different versions of an app by measuring user behavior and preferences.

  7. What is AB testing in Android?

    A/B testing in Android refers to the process of comparing different variations of an Android app’s elements, such as UI/UX design, features, or user flows.

  8. What is ab testing in the product?

    A/B testing in product development involves experimenting with different versions of a product, such as packaging, pricing, or branding.

  9. What are the basics of A-B testing?

    A/B testing is a method where you create multiple versions (A and B) of a webpage, mobile app, or product. These versions are tested at the same time with different user groups, and their performances are measured. The goal is to draw meaningful conclusions that can help make informed decisions and improve the optimization of the tested item.

Written by Shubham Roy

Shubham Roy is an experienced writer with a strong Technical and Business background. With over three years of experience as a content writer, he has honed his skills in various domains, including technical writing, business, software, Travel, Food and finance. His passion for creating engaging and informative content... Read more

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