What tools are used for A/B testing and conversion optimization?

The primary tools for A/B testing and conversion rate optimization include Google Optimize (and its GA4-integrated successor), VWO (Visual Website Optimizer), and Optimizely, all of which enable controlled experiments where design or copy variants are served to split audiences and measured for conversion performance.

Complementary research tools include Hotjar for heatmaps, scroll maps, and session recordings; Crazy Egg for click visualization; and Unbounce or Instapage for rapid landing page variant testing without development resources. For qualitative validation alongside A/B test data, Maze and UserTesting.com provide structured usability feedback. An effective CRO program runs these tools in combination: quantitative data identifies what is underperforming, qualitative research explains why, and A/B testing validates whether the design fix actually resolves the issue.