# What is A/B Testing Tools?

What is A/B Testing Tools? Platforms that let you run A/B tests on your site and emails without code.

## How it works in practice

An A/B testing tool is CRO's 'lab.' Without a tool, an A/B test requires development. With one, you change header text, button color, or form placement in 5 minutes, no code, and see results in real time.

## Related metrics

- A/B Testing — the practice the tool implements
- CRO — an A/B tool is a core CRO tool
- Statistical Significance — the tool calculates it
- Personalization — advanced tools include personalization

## Common misconception

'Google Optimize is the best tool because it's from Google.' Google Optimize was discontinued in 2023. Alternatives: VWO (recommended for mid-size stores), Convert (advanced), Optimizely (enterprise). For Shopify: Intelligems, built for eCommerce. For email: Klaviyo has it built in.

## How to fix it

A/B test not reaching statistical significance? (1) Check a sample-size calculator (Evan Miller's is free), (2) Increase traffic to the test — don't split into more than 2 variants with low traffic, (3) Extend the test period — at least two weeks to account for seasonality, (4) Check whether the test shows a clear result — sometimes 'flat' is a valid outcome.

## Real-world example

Sports store: VWO — an A/B test on CTA copy: 'Buy Now' vs 'Add to Cart.' 3,200 visitors per variant. Statistical significance 97%. 'Add to Cart' won by 22%. Implementation: 30 minutes. Revenue impact: $5,000/month.

## Where to start

Consider an A/B testing tool from 5,000+ visits/month. Below that, there isn't enough traffic for significant results. Klaviyo for email is free and built in. For the site: VWO at $49/month. ROI: one successful test pays for dozens of months of subscription.

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Category: Technology · From the [Jimmy OS KPI Glossary](https://jimmy-os.com/glossary/kpi.md) · Source page: https://jimmy-os.com/glossary/kpi/a-b-testing-tools