A/b testing technology is used to easily create and test alternate website pages, user flows, and optimize existing website content with a/b testing, MVT testing and personalization. Usually, the goal is to push incremental website changes and measure these to grow website revenue (sales leads or eCommerce) as part of an ongoing website optimization roadmap.
Optimizely is one of the best-known players in the industry, having piloted low-code/no-code a/b testing ability with the features to easily page elements and content such as text and images without any front-end code. Over the past years, tools such as Intellimizely and Mutiny have entered the market, differentiating themselves with their self-optimizing tests and segment-based personalization approach respectively.
Disclaimer: The below data highlights key marketing technology (Martech) from 50 B2B SaaS websites through Q1, 2025. Technology vendors are determined based on implementation on publicly available website pages, code libraries referenced and third-party website resource calls.
It's surprising to see so many companies lack a major a/b testing technology, but without a dedicated website growth team with testing experience, a formal website optimization roadmap and CRM integration these tools can be difficult to prove ROI with. The graph would look very different today (based on the dominant market share of other free Google tools like Google Tag Manager and Google Analytics) if Google had not discontinued Google Optimize in September 2023 as part of retiring Google Analytics Universal Analytics. Google Optimize previously provided powerful a/b testing capability for free with very few limitations.
Mutiny has higher market share as the tool clearly differentiates itself for focusing on account-based marketing segmenting and personalization which are key areas of growth for SaaS companies targeting large enterprise customers. Additionally, Visual Website Optimizer (VWO) is the only tool that offers a freemium tier which also may also explain its higher market share.
For websites with low traffic or for organizations that want to dip their feet into website optimization, I would recommend Visual Website Optimizer (VWO) as they offer a freemium tier up to 50K unique users / month and have significantly improved product capability over the past 10 years. In my experience, Adobe Target offers the best competitive pricing based on volume, while Intellimize has had the most significant improvement in product UI over the past two years (code editing ability, results reporting, etc.). However, it's worth noting that Intellimize was very recently aquired by Webflow.
I had a poor experience with Mutiny about a year ago (UI kept freezing, integrations were broken, etc.) however their founder refunded us costs and re-prioritized their product roadmap which speaks highly to how they respond to customer feedback. However, it's worth noting that Mutiny's test preview was also a blocker, as their tool previews test experiences on their own domain vs. running on top of an existing website and failed to correctly replicate our website functionality. I would discourage organizations from picking Optimizely purely based on brand recognition, as website testing capabilities have not significantly improved over the past years. Optimizely's primary product development has been growing in-app testing.