A ranking of the services larger businesses use for structured experiments to boost conversion
In our Essential Digital Marketing Tools infographic and guide we recommended the top 5 tools for AB and Multivariate testing in category 19 of 30. Our recommendations focused on the best value tools for small and mid-size businesses, but the popularity of the services will vary by company size.
This analysis by Datanyze shows number of websites using one of the services for AB and multivariate testing divided by the total number of websites using any of the technologies selected in the left column; websites limited to the largest 10,000 websites globally.
Optimizely is the clear sector leader, but this growth may have come at a cost since they recently announced they were laying off 10% of their workforce. They have increased their prices significantly, so this may be related if other companies have done as we have and used lower cost services (we use Convert Experiments - which is sub-5%). It's no surprise to see Adobe Test and Target in second place amongst larger businesses who will often use Adobe Marketing Cloud solutions. Likewise Maxymiser and Monetate are used in larger businesses typically for transactional ecommerce sites. Free tools such as Google Content Experiments and lower cost tools such as VWO are used by these larger businesses too.
We're fortunate to have a number of services like Datanyze which crawl sites categorising the Javascript tags of different tools (others include Builtwith, Observe Point and Similar Tech. I'd recommend these when reviewing your marketing technology stack against competitors. It can also make the case for investment in new or alternative marketing tools when you can competitors are using them.
- Source: Datanyze - Testing Testing and Optimization market share in the Alexa top 10K
- Sample: Live update for the top 10,000 sites from Alexa
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