The Best A/B Testing Tools to Use With Realize

A/B testing is one of the essential tools for understanding your audience and continually getting better at reaching and connecting with them. It continues to be a foundational part of performance marketing, especially in these days of oversaturated digital channels and hard-to-grab user attention. A/B testing practices and platforms keep maturing, so there are many options available for marketing teams depending on your audience, goals, and resources.

While Realize includes wide-ranging A/B testing features, there are other platforms on the market that, when used in conjunction with Realize, can help optimize your experience. I’ll do a deep dive here on what you need to know about A/B testing with Realize, including the capabilities Realize brings, the partners it’s integrated with, and the complementary testing tools available in the market.

Realize’s A/B Testing Capabilities: Quick Overview

Ad Creatives

Realize lets you A/B test ad creatives by uploading combinations of headlines and images, then running multivariate tests. Set campaigns to the “A/B Testing” options to distribute traffic evenly, allocating impressions more evenly across creatives, and allow the algorithm to determine winners after the test concludes. Realize also offers an Optimized mode, which automatically prioritizes top-performing creative combinations.

For more dedicated A/B testing, you’ll want to do some up-front work that follows testing best practices: ensure your ads have clear differences, use consistent naming, and test a variety of creative angles. Run the test for enough time to gather sufficient data, then analyze to see which headline and image combination performed best. Once the A/B test ends, the campaign will switch to Optimized delivery. You can scale your best-performing combinations by uploading more of them.

Landing Page Optimization Support

Optimized landing pages are the next step for conversion success after Realize’s performance ads. A/B testing can help by identifying high-performing elements that resonate with your audience and drive conversions. Implementing the winning testing variations can increase the conversion rate of landing pages, and marketers can continue this optimization cycle over time with more A/B testing.

AI and Predictive Engines

Taboola’s predictive AI capabilities can power A/B testing to optimize campaign results in real time. Realize’s generative AI, called Abby, can help advertisers create and manage campaigns, then test the different variations that Abby generates to see which performs best. SmartBid, Taboola’s predictive bidding strategy, uses deep-learning AI to adjust bids for each impression. Try different campaign approaches to see how SmartBid can improve your conversion rates.

While the Realize platform offers a wide selection of built-in A/B testing features, it doesn’t go as far as deep, on-site landing page experimentation. For highly granular changes, the use of visual editors, complex user flow testing on landing pages, and dedicated third-party A/B testing platforms are often necessary.

Integrated and Partnered A/B Testing and Optimization Tools for Realize

In light of the above, Realize also integrates or closely partners with other popular marketing tools. Depending on the marketing stack you’re already running and your specific goals, one of these options might best fit your needs alongside Realize.

These tools complement Realize’s functionalities by enhancing data flow, attribution, automation, and audience management. They support A/B testing efforts either directly or indirectly by providing superior data for analysis, or by offering integrated landing page testing capabilities.

Let’s dig in to these integrated and partner options. Here’s a quick overview to start, with more detail below:

AnyTrack

AnyTrack’s no-code solution makes it easy for content and performance marketers to do server-side tracking, transmitting real-time conversion data directly to Realize with the AnyTrack conversion API (CAPI). This means you can ensure precise conversion attribution and take advantage of first-party, cookieless data so you’re complying with privacy regulations. Plus, AnyTrack unifies conversion data across ad networks, which translates into a fuller picture of performance. You can also use AnyTrack and Realize integration for automated retargeting optimization processes.

Why AnyTrack and Realize for A/B testing: Succeeding at A/B testing requires accurate, complete data to gauge what performed better. This is what AnyTrack offers — real-time, unified conversion data alongside cookieless tracking across ad networks, so marketers can trust testing results. If you’re managing complex funnels or campaigns that span a range of ad networks, this might be a good option.

Leadpages

Leadpages is a dedicated landing page builder designed for marketers running A/B testing campaigns. The A/B split testing functionality was designed with landing pages in mind, so it’s easy for marketers to create and test variations against a control page. Plus, it continuously enhances the conversion rate of digital content. While Realize drives targeted traffic and engagement with its content recommendations, Leadpages can then optimize the post-click experience with its high-converting landing pages. The result is maximized overall campaign ROI.

WhyLeadPages and Realize for A/B testing: Leadpages directly integrates with Realize for digital advertising purposes, and can optimize the post-click experience for traffic generated by Realize ads. Its A/B testing capabilities for landing pages are a natural fit to accompany Realize’s optimized ads.

TheOptimizer

This automation platform manages and optimizes Realize campaigns, letting users implement advanced rules to adjust budgets automatically for high-converting campaigns, adjust bids, and pause underperforming ads, publishers, and campaigns. Users can upload CSV data files into TheOptimizer or integrate external trackers to create the right automation rules.

Why TheOptimizer and Realize for A/B testing: TheOptimizer is a fit with Realize if you’re focused on managing and optimizing complex campaigns and want to add automation. When A/B tests identify the best creative or other campaign elements, TheOptimizer scales the winners and pauses the losers. You can save lots of time and effort and quickly scale the impact of top performers once testing identifies them.

RedTrack

This performance marketing analytics platform can track, measure, and manage campaigns across a variety of channels, offering conversion tracking, revenue attribution, ad spend synchronization, and CAPI integrations with ad networks that include Realize. Users also get reports, dashboards, and can set automation rules for self-optimization. The independent, unified conversion data that RedTrack provides (across 200 integrations) is important to analyze A/B test results as well as automate adjustments based on results.

Why RedTrack and Realize for A/B testing: RedTrack’s automation and measurement capabilities help marketers to see attribution across channels and capture the real impact of a Realize ad, even if it’s run across multiple channels. Users get precise ROI calculations and can make solid budget allocation decisions with RedTrack’s data.

GrowthLoop

GrowthLoop’s platform covers CRM and touchpoint intelligence, with a focus on intelligently re-engaging customers and precisely segmenting audiences. Advertisers can create highly targeted campaigns with GrowthLoop to then conduct more sophisticated A/B tests, such as by tailoring offers to specific segments based on value, recent purchases, churn risk, and more.

Why GrowthLoop and Realize for A/B testing: GrowthLoop can help marketers target specific, synchronized audience segments within Realize. That targeting leads to a better understanding of what different user groups respond to and thus better strategies to reach them. Users can then apply insights to hyper-personalize campaigns and maximize relevance and conversion rates.

Leading Third-Party A/B Testing Platforms for Enhanced Realize Optimization

Beyond these fully integrated or closely partnered platforms, there are other optimization options to accompany your Realize implementation. These dedicated experimentation platforms are ideal for optimizing landing pages and broader on-site user experience to which Realize ads direct traffic. These tools don’t directly execute ad creative tests within the Realize platform, but they’re critical for marketers looking to maximize the overall campaign ROI by significantly improving the post-click conversion rate.

Depending on your marketing goals and resources, one of these might be a good fit for your A/B testing program. Here’s a quick overview of these complementary platforms, with lots more details below on particular features to consider.

VWO (Visual Website Optimizer)

VWO offers integrated testing tools along with conversion optimization capabilities, as well as qualitative analytics for users to get a better understanding of user behavior. VWO can optimize the landing pages and user journeys that Realize ad traffic is directed to, and performance marketers can use it to test headlines, body copy, calls to action (CTAs), images, forms, and overall page layouts.

Why VWO and Realize for A/B testing: Realize users can add VWO to increase landing page conversions and improve the overall user journey, completing the work of a high-performing ad. Successful Realize campaigns can extend even further with holistic optimization beyond the ad platform and ensure that a good ad is only the start of a good user journey.

Optimizely

Strategic A/B testing is easier with Optimizely’s capabilities, which help marketers perform testing with consolidated customer data and then measure the impact of experiments against business goals like revenue and pipeline generation. Realize advertisers running many campaigns can see how they are contributing beyond simply conversion rate optimization (CRO).

Why Optimizely and Realize for A/B testing: Traffic that originates from Realize ads can then arrive on Optimizely’s landing pages and optimized on-site experiences for better business impact. Plus, warehouse-native analytics allow marketers to link Realize-driven traffic and A/B test results to understand campaign ROI at a high level.

AB Tasty

AB Tasty offers experimentation and personalization features to help users deliver tailored customer experiences. Its testing types include A/B, split URL, and multivariate, and its incorporated AI features support the creation of more meaningful digital experiences across websites and mobile apps. Marketers using AB Tasty can personalize and optimize experiences from the native ad click to the final conversion.

Why AB Tasty and Realize for A/B testing: A/B Tasty supports multi-channel A/B tests without negatively impacting performance, and its tools can optimize the entire journey for a user after they click a Realize ad. That includes broader website experiences, so consistency and personalization show up throughout. And, its multi-channel testing options can help marketers who are running integrated campaigns with Realize as one of the traffic sources.

Unbounce

Unbounce is a landing page builder with integrated A/B testing capabilities, AI-driven copywriting tools, and other features that route landing page visitors to the best-performing variants. Marketers can quickly create and A/B test multiple landing page variations without much developer support.

Why Unbounce and Realize for A/B testing: Performance marketers have to iterate quickly on landing pages to align with ad creatives, market conditions, and other factors. To stay ahead, they have to continuously optimize the conversion funnel without technical blockers, and that speed can help beat the competition. Unbounce can help enhance performance from Realize campaign traffic with its quick post-click optimization.

Crazy Egg

Crazy Egg is a visual analytics and user behavior tracking tool that offers data insights as heatmaps, scrollmaps, and session recordings. Its built-in A/B testing tool lets users test changes to ad elements like headlines, images, button placements, and more, then tracks variants and delivers conversion and ROI insights. Its visual analytics show areas that are working (or not) to help marketers develop better A/B test hypotheses.

Why Crazy Egg and Realize for A/B testing: Landing pages driven by Realize ads should be engaging and highly optimized; Crazy Egg can offer qualitative insights into how users are interacting with those pages. Beyond straightforward numbers, these insights show why something is happening, so that Realize campaign managers can build better tests and ultimately better user experiences.

ClickFunnels

ClickFunnels users can build sales funnels that integrate A/B testing capabilities directly into various steps to create different versions of landing pages, order forms, and other elements in a multi-step funnel. ClickFunnels provides analytics for each variant to show a complete performance view.

Why ClickFunnels and Realize for A/B testing: Performance marketers using Realize may be driving traffic into multi-step sales or lead gen funnels that include opt-in forms, sales pages, upsells, or order forms, and ClickFunnels enables A/B testing at every stage. That in turn prevents conversion leaks and enables optimal conversion rates throughout the process — maximizing the value of every Realize ad click and, eventually, ROI.

Key Takeaways

Realize offers A/B testing capabilities for performance marketers out of the box. Depending on user goals and resources, there are also strong integrators, partners, and other complementary tools that can boost the impact of Realize ad campaigns. These platforms include specialists in landing page optimization, audience segmentation, and many more.

Frequently Asked Questions (FAQs)

What are the best practices for A/B testing?

A/B testing, whatever the industry, budget, or scope, should start with a clear hypothesis and testing only one variable at a time. Make sure you’re using a big enough sample size, running tests long enough to capture data (generally a few weeks), and focusing on the right elements to test, whether it’s headlines, CTAs, images, and placement of these. Document the process and exactly what you tested to then inform your decisions about what to do differently next time. When something is performing well, or not, figure out why and then double down on that information to make the next iteration better.

What are key metrics for monitoring A/B test performance?

There are some particular marketing metrics that work well for A/B test performance monitoring, such as conversion rate, click-through rate (CTR), bounce rate, retention rate, and more. But, before creating and launching an A/B test, be clear on why you’re running it and what you hope to achieve. If it’s a sales goal like pipeline or lead gen, you might create a different test than if you’re trying to increase user engagement or brand interest. Keep an eye on metrics that track negative impact, such as page load time and other functional numbers.

How does AI and machine learning impact the future of A/B testing?

AI and machine learning (ML) are generally enhancing A/B testing tools and adjacent platforms. These capabilities bring automation, predictive analytics, and real-time optimization, adding speed and accuracy and supporting increased personalization. A/B testing will continue to serve as an essential pillar of data-driven marketing strategies, and smaller or resource-limited teams can take advantage of AI and ML to test more often and faster, and get test hypotheses and other creative ideas.