All About AB Tasty

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AB Tasty is a software solution built for optimizing digital experiences.

Most digital traffic that comes through a website will not convert, and that’s a huge problem for businesses attempting to convert that traffic. It means potential clients have been lost and the budget used to acquire that traffic has been wasted. AB Tasty is one of the top players among all experience optimization and experimentation platforms because it helps improve areas of friction on a website, which, in turn, helps create a personalized, flawless experience for visitors. The software also aids in increasing conversion rates without requiring additional resources.

This article is meant to serve as a guide for you to better understand this tool, including its pros and cons.

How Does AB Tasty Work?

AB Tasty is a very simple-to-use tool that makes ab testing more attainable for companies just starting their work in the field of optimization. Additionally, the platform features custom coding options, more complex integrations, and an entirely separate server-side platform, which are better used for more mature, enterprise-level customers. AB Tasty’s client-side and server-side platforms facilitate experimentation, conversion rate optimization, experience optimization, personalization campaigns, and more.

AB Tasty fuels development and growth across all selling channels for its users. The advertising team makes greater use of brand assets to increase conversions, click through rate (CTR), average order value (AOV), forms filled, and profits. The product team creates user-friendly apps and facilities to boost retention, adoption, customer loyalty, and revenue. The engineering team ships faster and more securely by forecasting operating costs and lowering the chance of a gradual rollout. With the assistance of AB Tasty, your advertising team, product team, and engineering team can collaborate to establish consistent and seamless user experiences.

Using the AB Tasty platform, users can conduct A/B testing, split testing, multivariate testing, and funnel testing, and they can also intelligently segment traffic to deliver personalized experiences. With AB Tasty’s visual editor and widget library, you can quickly create variations and tests without code or the help of a development team while monitoring success through continuous reporting.

Simultaneously, you have full control of testing through cutting-edge technology focused on situations, permitting you to trigger tests dependent on URL, geolocation, socioeconomics, and more. Then you’ll be able to further improve user experience by incorporating existing information from external data sources, such as CRMs, CDPs, data layers, or data lakes.

Features of AB Tasty

  • Feature Management: AB Tasty mitigates risks associated with new feature releases for product and engineering teams. Developers can deploy continuously and progressively and rely on KPI-triggered automatic rollbacks. Along with targeting capabilities, this leads to increased velocity and confidence in delivering features to production without fear of bugs impacting users. Decoupling code deployments from feature releases with feature flags allows the business to control feature releases while monitoring the impact on the user experience and business KPIs.
  • Personalization: AB Tasty provides everything required to painlessly craft relevant, personalized, and timely experiences consumers have come to expect across all channels and devices. Users benefit from an intuitive Audience Manager that provides an easy to use drag-and-drop segment builder, as well as pre-built CDP integrations.
  • Segmentation & Targeting: The AB Tasty platform automatically segments your visitors into distinct clusters based on their level of engagement (Disengaged, Wanderers, Valuable Visitors, and Loyal Customers) using machine learning. Through natural language processing, AB Tasty leverages psychographic data to identify the specific content in which visitors show interest. Engagement Level and Content Interest can also be combined with browsing behaviour criteria, such as new/returning visitors or purchasing behaviour (e.g., purchase frequency/last purchase, and attributes from your CDP). A library of pre-built segment templates — such as “coupon lovers,” “geolocated visitors,” “delivery method,” and more — can be customized to fit your business needs.
  • APIs & SDKs: AB Tasty supports APIs and SDKs. Leverage CDNs around the world, and allow an edge-based bucketing or API approach to run experiments, personalize user experience, and manage features on all devices and channels.
  • Cross-Device Optimization: The AB Tasty platform provides multi-device applications for a better user experience, which works well for desktop websites, mobile-friendly websites, and mobile applications. It’s also compatible with e-commerce and proprietary sites as well as open-source CMS platforms.
  • Feature Flagging With Flagship: Managing flags for complex and varied conditions can get interesting. With AB Tasty’s Flagship product (server-side), you can arrange your flags in any way and generate any kind of flag: boolean, true/false, number, or string. Quickly see which segments are exposed to which flags and their effects, so you can scale at the rate of your goals. Feature flagging also allows users to deploy or roll back code with KPI triggers.
  • Experimentation: AB Tasty helps you quickly and easily create experiments on all channels and devices with all the features needed to help make data-driven decisions that drive the highest ROI across all digital touchpoints.
  • A/B Testing: AB Tasty allows you to conduct A/B testing, which is an approach to evaluating various versions of a webpage, app, email, or feature to determine which version is best for your business.
  • Multivariate Testing: It also allows you to conduct multivariate testing. Multivariate testing is a strategy for testing a hypothesis in which various factors are altered, not just one. The objective of multivariate testing is to figure out which mix of varieties plays out the best of all the potential mixes.
  • Split testing: AB Tasty also helps conduct split testing. Split URL testing is the method of testing various versions of the webpage hosted on different URLs. Unlike A/B testing, which serves different versions from the same URL, in this test, the variation is hosted on different URLs.
  • Multi-Page Testing: With AB Tasty, you can conduct multi-page testing. Multi-page testing is like A/B Testing, with the exception that instead of making variations of one page, the variations you make are executed on multiple pages.
  • Widgets: AB Tasty offers an extensive library of customizable widgets to help users create experiments and personalized experiences, all of which are SPA compatible. Widgets give you controls over the layout (modal, banner, etc.), style (colours, fonts, etc.), triggers (at page load, when the user is inactive, at the scroll, etc), and recurrence (every time, every X days, etc.) of each campaign. Users can leverage the Social Proof widget to display the number of purchases made for a product, or they can use the Progress Bar widget, which displays progress towards a generated goal (such as free shipping). From pop-ins to countdowns to banners and more, these easy-to-use widgets are a key factor in scaling the process of optimization.
  • Goals: AB Tasty has a wide variety of KPI settings to monitor the progress of your tests and personalizations: from activity or page monitoring to browsing-based habits or transaction settings. Create and track a mix of success assessment objectives.
  • Data Stack: AB Tasty works well with a data analytics stack. You can easily submit your campaign result data to your preferred analytics platform with one click. AB Tasty allows you to use various tools (product analytics, web analytics, behavioural analytics, CDPs, etc.) to help you obtain better customer insights and understand how visitors interact with your site.
    These integrations allow users to see a more holistic view of the user’s experience, and they also help highlight parts of the experience that have room for improved optimization.
  • Bayesian Test: The Bayesian technique, unlike frequentist tests, is rational. By taking from the laws of probability, it allows you to examine results before the finish of the test. Make sure to effectively consider the certainty span.
  • Track ROI: AB Tasty not only helps you in executing experimentation and personalization but also analyzes the impact. Identifying the market effect can be difficult, but it’s possible with the help of the ROI dashboard. You can easily track the effectiveness of your variations relative to the original and conveniently assign sales benefits to a winning variation, or you can learn the original should not be changed. Revenue is linked to the campaign and time span, so you can easily track results.
  • Visual and Code Editor: In AB Tasty, the two editor options support the different ways users prefer to make modifications and create variations. Easily change the colour of buttons, alter text, modify the order of items, add or hide parts of the page, and more with the ability to immediately see changes displayed.

AB Tasty vs. Optimizely

Both Optimizely and AB Tasty are A/B testing applications intended to assist companies in testing the performance of various iterations of web elements. Both platforms are used by companies of all types.


Both Optimizely and AB Tasty have critical A/B testing features, including split testing and test schedules, but they also have special features that set them apart.

Optimizely has to funnel analysis features that allow companies to see the steps visitors take to get to a certain webpage or complete a specific event. This functionality is useful for identifying where users drop off during procedures such as registration. Optimizely also has a simple visual editor that allows users to easily build different versions of pages using HTML, CSS, and JavaScript.

Targeting is a core strength of AB Tasty, especially compared to competitors, with the help of strong integrations with external data connectors and the platform’s auto-segmentation capabilities through natural language processing, machine learning, and AI.

In addition to having strong data integrations, AB Tasty has the highest-rated network of global partners according to Forrester (a 5/5 rating).

AB Tasty provides surveys that companies can use to allow for explicit data collection for NPS surveys, feedback surveys, or surveys to conduct further segmentation. AB Tasty also provides the largest widget library of any platform that allows any user to make modifications to a website or launch experiments and personalization campaigns without requiring any code.


While Optimizely and AB Tasty both have solid feature sets, there are a few drawbacks to be aware of.

Since Optimizely lacks built-in heatmaps, it can be difficult to see the page elements users connect with most. Although Optimizely has a Hotjar integration, heatmaps are not accessible for businesses searching for a full kit. Furthermore, unlike AB Tasty, Optimizely does not provide polls, making it more difficult to gain direct input from consumers.

AB Tasty does not have funnel analysis functionality. As a consequence, without external analytics software, it can be impossible to see where consumers fell off when testing processes, such as at account authentication or product transactions. The graphic editor in AB Tasty is also not as stable as Optimizely’s, which is a more advanced creation method.

AB Tasty Pros & Cons


  • The AB Tasty interface is very easy to understand, and launching or observing tests is simple. There are a lot of available configuration options; for instance, you can add various channels, client IP address, localization, or cookie values.
  • The test setup is simple. The WYSIWYG editor is not difficult to use with a helpful review mode, and clients with minimal specialized experience or without much technical knowledge can easily modify pages and make new designs or use the library of widgets.
  • Many integrations are accessible, including Google Analytics, Heap, Amplitude, FullStory, Tealium, Segment, and Contentsquare.
  • The price is mid-range, as it is not as expensive as other competitors in the market.
  • The customer team is extremely responsive and quick to handle issues if any emerge.


  • The statistical significance calculator is a little basic; rather than as a numerical value, it is seen as a bar graph.
  • Occasionally, there could be a pause in test results because of needing a response from the customer support team, which may prolong the testing process.

AB Tasty Pricing

AB Tasty does not make full pricing information publicly available on their website, but quotes are available from the team. The cost of AB Tasty varies according to the products you wish to package, along with your website’s overall traffic.

AB Tasty Funding

AB Tasty has raised a total of $65.7M funding over the course of five rounds. On July 22, 2020, they received $40,000,000 in funding from a Series C round. Alix de Sagazan, the co-founder of AB Tasty, explained the funding would be used to extend the Experience Optimization Network internationally and to empower the vision of assisting any company in providing excellent digital customer experiences.

Six investors have added to the growth of AB Tasty. Crédit Mutuel Innovation and Omnes Capital are the most recent investors.

On September 27, 2016, AB Tasty acquired Nirror (which allows you to watch a user’s screen live and assist them).

Since its inception in 2009, AB Tasty has expanded at an unprecedented rate, and in March of 2021, they officially announced the opening of an office in Montreal, Canada.

AB Tasty Competitors and Alternatives

Experimentation and personalization software is popular technology, and many consumers are searching for simple-to-use, efficient software solutions for marketing promotions, web, and A/B testing. Customer experience and features are both crucial things to remember when looking for alternatives to AB Tasty.

The experimentation and personalization software alternatives listed below are those that are most frequently compared to AB Tasty by consumers and reviewers. They’re considered to be the best overall alternatives and competitors to AB Tasty.


We hope this article has provided you with enough detail about AB Tasty to help you determine whether it’s right for you or not. We also have many more professional blog posts to assist you in resolving general problems with other tools, such as Optimizely, Google Optimize, Adobe Target, Unbounce, Instapage, Monetate, VWO, and many more. At Brillmark, we’re well versed in these topics because, for more than 10 years, we’ve been handling tests for customers who love robust experimentation.

Ping us now to find out more.

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