VWO was founded in 2009 as an A/B testing tool for websites in New Delhi, India. The company has significantly expanded its offering to include mobile app experimentation, website personalization, behavioral analytics, and a customer data platform.

This digital analytics feature provides marketers with the ability to watch past user sessions. Seeing how individual users interact with a website can produce unique insights that might be missed in standard analytics reports.

Conversion optimization software gives marketers the ability to test changes to the user experience on an app or website. You simply define a goal action you want users to perform, and variations of a feature or page to test. The software serves the different versions to users, and uses statistics to determine if one of the variations improves performance. The status and results of these tests are displayed using easy-to-understand visualizations.

Compare best-in-class content experiment solutions including Optimizely, PostHog, Google Optimize, and VWO. No ads and no spammy reviews. 

Best Content Experiment & Optimization Software in 2023

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Optimizely started as an A/B testing platform in 2010, but has evolved into a feature-packed marketing platform. True to it's nature, Optimizely provides great tools for A/B testing, feature experimentation, and personalization, but has a lot more to offer. Their Data Platform product is a customer data platform and allows you to unify profiles, segment profiles and sync segments to a range of different demand generation tools.&nbsp;Optimizely also offers a CMS with approval workflows, media management, project management, and more. Their CMS also offers options for using a decoupled (headless CMS) front-end.&nbsp;The company also offers email marketing and content marketing management tools. Their content marketing software includes organization and workflow tools, SEO and social data to assist ideation, digital asset management, and the ability to publish content to multiple places from one source.For ecommerce companies, Optimizely offers Configured Commerce and Customized Commerce. These products allow ecommerce businesses to fully manage their products, pricing, promotions, orders, and digital experience.&nbsp;

Unbounce was founded in 2009 and helps marketers improve their landing page and website conversion rates.  The software offers an array of tools to improve conversion rates. They offer standard landing page A/B testing and a robust landing page builder. Unbounce's Conversion Intelligence Platform offers a number automation tools that use machine learning and algorithms. This platform features data-driven design recommendations, smart page routing to send users to the page that matches their profile, and AI assited copywriting.

Unbounce is an AI-powered landing page builder and AI writing tool. The software allows you to create landing pages in minutes using pre-optimized templates, AI recommendations, and AI copy. You can also use the software's class landing page builder for cases with specific design requirements. You can host Unbounce landing pages on your own domain and manage the content from the UI. This is a valuable feature for marketers who need the ability to create landing pages quickly without impacting the primary website and IT involvement.The software also offers a content testing tool called Smart Traffic. This tool is similar to A/B testing, but instead of testing 2 variants, the software tests all variants simultaneously and optimizes your traffic as more data is gathered. This tool uses machine learning to determine which landing page has the highest probability of conversion for a specific visitor.

Hotjar is a digital analytics solution that specializes in heatmaps, session replay and user surveys. The software is frequently used in conjunction with Google Analytics. Hotjar's heatmaps allow you to see which parts of your webpages are viewed and interacted with most frequently. Their session replay feature allows you to see individual user sessions to gain insight into potential UX issues.

Matomo provides web analytics software that is open-source under the GNU General Public License. Though the product is open-source, they don't sacrifice features. Matomo offers multi-touch attribution, cohort analysis, heatmaps, session replay, and more.&nbsp;In addition, Matomo offers a tag manager and A/B testing software. Their testing software allows you to run standard tests, but the software also shows which users and sessions participated in this test.For agencies and marketing service providers, Matomo offers white-label reporting to scale and automate the delivery of customer reports.

Pendo is a product analytics platform that helps companies optimize their product experiences. In addition to product analytics tools, Pendo also includes tools for in-app guides, and user feedback. With Pendo, companies can gain insight into how users navigate their products, which features are being used (and not used), and where users are struggling. Important features of Pendo include:Analytics: Leverage a wide range of integrations to easily sync data to Pendo with little to no engineering effort. Gain insights into how your software is used with feature adoption reports, cohort analytics, customer journey visualizations, custom dashboards, and more.&nbsp;In-App Guides: Pendo's Visual Design Studio provides an easy-to-use interface to create custom guides without assistance from your development team. The guides feature also supports NPS polls to get quantitative feedback on user satisfaction.User Feedback: Provide users with an option to provide direct and immediate feedback about new features, current features, or bugs. Users can see the status of their feedback within the app.Roadmaps: Share your product vision with internal teams using Pendo's sleek, drag-and-drop interface. This tool allows stakeholders to vote on features and project customer value to aid prioritization. You can also include data from guides and feedback to show how customer requests align with current priorities.

PostHog is a product analytics and experimentation platform that was founded in 2020 that offers a wide range of tools in an integrated, open-source platform. The free version of their product is open-source under the MIT license. When the product was only 4 weeks old, &nbsp;it was one of the most successful launches ever on Hacker News. Since then, thousands of developers have contributed code and helped to expand the product's capabilities.

FullStory is a product analytics platform that helps optimize customer experiences across your websites and mobile apps. It offers features such as session replay, heat maps, and funnel analytics to give businesses a comprehensive understanding of their customer's behavior and pain points. With FullStory, businesses can uncover insights that enable them to create more personalized and effective marketing campaigns, as well as improve their overall customer experience.

Website analytics software collects data about user behavior on a website and provides reports summarizing that data. An important feature of web analytics software is the ability to define and measure objectives. This involves defining metrics that represent the desired actions you want users to take on your website.  Other features offered by these providers are heat maps, session replay, and cohort segment analysis.

Product analytics software helps product owners assess the performance of their digital experiences. As opposed to web analytics, product analytics is more concerned with how authenticated users behave while using your app. Product managers use these tools to understand if certain features are being used, how easily users are able to navigate the app, and what features should be added next. 

Apptimize is an A/B testing and app optimization platform designed to enhance the performance and user experience of mobile applications. The software allows you to create multiple variations of an app's user interface and test them simultaneously to identify which version performs best. This allows for data-driven decision-making, enabling organizations to optimize key app elements and improve overall user satisfaction.

Google Optimize is a free website testing and optimization tool that helps businesses improve the user experience of their websites. With Optimize, businesses can A/B test different versions of their website, known as "experiments," to see which version performs better. Optimize integrates with Google Analytics, allowing businesses to track and analyze the results of their experiments and make data-driven decisions about their website. Optimize also provides tools for targeting specific audiences, personalizing experiences, and improving website performance.

GrowthBook is an open-source feature flag and experiment platform. It features a robust Bayesian statistics engine and a configurable metric library so you can customize your experiments. The experiment reports show standard metrics like chance-to-beat-control and conversion rate, but also show the risk of choosing a variation as a false positive. Other interesting features include their guardrail metrics and sample ratio mismatch detection. The guardrail metrics feature allows you to define metrics that you want to watch, but aren't specifically trying to improve. It's a way to make sure new features don't do collateral damage to something like page load times.For marketers, the core feature flag component of the software may not be immediately relevant, but GrowthBook also has a Visual Editor that works similarly to standard cloud A/B testing services. Add a script to your site and set your test up in the GrowthBook UI.&nbsp;The software supports a wide variety of programming languages and frameworks and provides an API to manage features and experiments from other apps.

AB Tasty was founded in 2009 by Alix de Sagazan and Rémi Aubert and has become a leading player in the experience optimization market. The software provides a range of solutions that enable businesses to optimize their applications by creating and running A/B tests, split tests, multivariate tests, personalization campaigns, and product recommendations. AB Tasty can also be used to test mobile apps, OTT apps, and IoT wearables.&nbsp;AB Tasty uses machine learning to run experiments while maximizing your conversation rate. The software routes users to winning experiences whenever possible.

Split is an experimentation platform with a heavy emphasis on developer friendly features and integrating testing in to the development workflow. Split is designed to allow engineering teams to introduce testing during the development process. Split offers and SDK and API that allows developers to easily wrap new features with methods that act as feature flags and experiments. Users can then control these feature experiments in the Split UI.

Heap is a digital analytics platform that emphasizes the importance of customer journeys. An interesting feature of Heap is its session replay capability. This allows marketers to see videos of how actual users are navigating their websites. This can make it easier to find solutions to UX problems that show up in data and reports. The platform's Illuminate product leverages machine learning to alert marketers to friction points and opportunities for improvement.

Adobe Analytics is a web analytics tool and part of the Adobe Experience Cloud. The software gives businesses insights into customer behavior and engagement on their websites and mobile apps. It helps businesses understand how customers interact with their digital properties, allowing them to optimize their digital experiences and drive conversions. Some of the primary features of Adobe Analytics include:<ul><li>Data Collection: Adobe Analytics can collect data from steaming media, your data warehouse, website, apps, and offline sources. The software also features custom variable definitions and Launch, the company's tag management tool.</li><li>Segmentation: Adobe Analytics allows businesses to segment their data by different criteria, such as demographics, behavior, and engagement. The software's visual clustering feature allows you to build cluster sets and identify new combinations of targeting criteria for new segmentation strategies.</li><li>Analysis: Adobe offers a number of ways to dive deep into your data including, custom metrics, cross-device analysis, customer journey analytics, and more. &nbsp;</li><li>Integration: Adobe Analytics can be integrated with other Adobe Experience Cloud products, such as Adobe Target, Adobe Advertising, and Adobe Audience Manager, and with a range of third-party applications.</li></ul>