The Best A/B Testing Tools for Nonprofits

AnalyticsTech + Tools

While you read this someone is on your site getting confused. Confusion then leads to anger and anger leads to the darkside (a person not becoming a donor or supporter).

A/B testing and selecting appropriate optimization tools are crucial for nonprofits. These practices can significantly impact their ability to engage supporters, drive donations, and achieve their mission. Here’s why:

  1. Maximize limited resources: Nonprofits often operate on tight budgets. A/B testing helps identify the most impactful strategies for website optimization, ensuring efficient use of time and money.
  2. Increase donor engagement and contributions: Testing different website elements can reveal what resonates most with the target audience. Optimizing these elements can lead to higher engagement, more donations, and improved donor retention.
  3. Enable data-driven decision-making: A/B testing provides data-backed insights into supporters’ preferences and behaviors. This information empowers organizations to make informed decisions about their online strategies.
  4. Enhance user experience: A well-optimized website improves overall user experience. Testing and refining elements like navigation, content, and design creates a more engaging environment that encourages visitors to explore, connect, and contribute.
  5. Accommodate different audiences: Nonprofits often cater to diverse groups. A/B testing allows organizations to tailor their messaging and design to specific segments, ensuring each group receives the most relevant experience.

Choosing the right A/B testing tool is equally important. The ideal platform should offer:

  • Affordability: Look for tools with free tiers or discounted nonprofit pricing.
  • Ease of use: Select user-friendly platforms with intuitive interfaces and helpful resources.
  • Integration with existing tools: Choose a platform that integrates seamlessly with current systems for analytics, email marketing, GA4 and donor management.

By prioritizing A/B testing and choosing the right optimization tools, nonprofits can make data-driven decisions, improve user experience, and ultimately increase their impact.

A/B Testing and Optimization Platforms with Free tiers

Statsig

Statsig is a modern experimentation platform that automates A/B testing and feature management, providing scalable solutions with a flexible pricing model starting from free to around $60,000 annually.

  • Free plan: Available for up to 50,000 users per month
  • Free access to gates, configs, experimentation, and analytics
  • 1 million Metered Events per calendar month at no charge

VWO

VWO offers A/B testing and conversion optimization tools with a free plan for up to 50,000 users per month and enterprise options available for agencies.

  • Free plan: Available for up to 50,000 users per month
  • Enterprise options: Agencies can obtain an Enterprise Account to offer discounts to clients
  • Connects with GA4
  • Nonprofit options: Discounts available, determined case-by-case

Mid-sized Web Optimization Tools

Convert

Convert offers affordable A/B testing with site speed preservation.

  • Starts at $99 per month
  • Limits users to 50,000 per month
  • Known for minimal impact on site speed during tests

CrazyEgg

CrazyEgg provides cost-effective A/B testing for existing customers.

  • Basic plan at $29 per month for 30,000 tracked pageviews
  • More economical than VWO at higher tiers
  • Integrates with other CrazyEgg features

Intellimize

Intellimize delivers AI-enhanced A/B testing with high-volume capacity.

  • Pricing begins at $1,250 per year
  • Offers cookieless solution for up to 5 million page views
  • Includes AI-integrated copy suggestions for optimization

Zoho Page Sense

Zoho Page Sense provides comprehensive testing and optimization tools at an accessible price point.

  • Costs $30 per month for up to 10,000 visitors
  • Includes A/B testing capabilities
  • Can be bundled with analytics, heat maps, and polls

Large Testing and Optimization Platforms without free tiers

AB Tasty

AB Tasty is an A/B testing and personalization platform that helps businesses optimize user experiences through data-driven insights, starting at $30,000 per year.

  • Starting price: $30,000 per year
  • Suitable for: Single license or agency use
  • Nonprofit options: No specific plan for nonprofits
  • Connects with GA4

Optimizely

Optimizely is a comprehensive experimentation platform that enables teams to run A/B tests and optimize digital experiences, with pricing beginning at $30,000 annually.

  • Starting price: $30,000 per year
  • Pricing structure: Based on license cost (including impressions) plus service fees
  • Nonprofit options: No specific plan
  • Connects with GA4
  • Additional details: Only offers annual contracts, no monthly payment options

RIP Google Optimize

A little A/B Testing Platform history (we miss Google Optimize)…
Google sunset its free website A/B testing tool, Google Optimize, in September 2023. For years, this tool made A/B testing an easy and achievable strategy for nonprofits of all sizes and budgets. A/B testing is a crucial tool for optimizing website performance and improving user experience. While Google has announced collaborations with three platforms to build integrations, the cost of these platforms may be prohibitive for many nonprofit organizations.

While we’re sad to see Google Optimize go, it made A/B testing achievable for websites of every size, we are interested to see what tools start to fill the niche of affordable testing. As your organization decides which option is right for you, take a moment to consider what works for your budget, staff expertise and fits in well with your tool stack. If website testing is not in the cards for your organization at the moment, don’t forget about A/B testing your emails, ads and pop-ups! Digital marketing offers endless opportunities to learn from your users about which messages, images, and layouts resonate with them.