A/B Testing Statistics

A/B Testing Statistics image

Taking risks in business is natural, and sometimes it pays off. Sadly, it does not happen all the time, and especially in the early stages of starting a business. That's why it’s a good idea to apply proven methodologies like A/B testing before starting a promotion campaign or even launching your website.

A/B testing is a statistical way of comparing two or more variants of the same webpage or newsletter or software, so companies can pick the one that will convert most customers. It is a criterion of success, and if done right, it can lead to new customers and fast growth. For that reason, we've made the list of the essential A/B testing statistics for 2020 that can help you decide what way your A/B testing should happen.

A/B testing Statistics (Editor’s Choice)

  • More than half of marketers use A/B testing as a method of conversion rate optimization.
  • The AB testing software market will generate more than $1 billion by 2025.
  • Less than half of modern companies apply A/B testing software in their development
  • A/B wording testing can double your CTR with PPC ads.
  • Axway boosted ROI by 291% when they tested their landing pages for each of their PPC.

General A/B Testing Stats

1. The AB testing software market will generate more than $1.08 billion by 2025.

The QY Research’s stats reveal that the AB testing software market was worth $543 million in 2019. Additionally, in their report, they project a steady yearly growth of 12.1% until 2025, when the industry will be worth more than $1 billion.

(Business Insider)

2. 58% of marketers are using A/B testing as a method of conversion rate optimization.

As a marketer, you continuously try to improve your conversion rates. A/B testing is the most used method for conversion rate optimization, according to recent A/B testing stats published by Marketing Charts. The stats further indicate that 35% of all marketers plan to use A/B testing in the future.


3. A/B testing trends indicate this is the second most used method in the conversion optimization industry.

In a survey conducted by CXL, marketers said that A/B testing is their second most favorite method of conversion rate optimization. They gave a score of 4.3 out of 5, only 0.1 points behind digital analytics.


4. President Obama got $60 million for his funding campaign thanks to A/B testing.

The presidential campaign of former US President Barack Obama is yet another testament to the power of A/B testing as a conversion optimization method. While it might now work at first for your business, when the strategy is flawless and thought-through, it can potentially bring in millions.


5. An A/B test needs at least 25k+ visitors before it can be considered statistically relevant.

A/B testing requires a lot of patience and mostly a lot of visitors to yield conclusive results. VentureBeat's A/B testing sample size stats reveal that to receive relevant data, you need at least 25,000 visitors on your landing page. Fewer visitors won't give you an accurate and conclusive result.


6. 56.4% of companies use test prioritization frameworks.

Another crucial component of the company CRO process is whether they used systems for the prioritization of tests. Even though CXL’s A/B testing analysis shows that 56.4% of companies use a test prioritization framework, the rest are just improvising. On the bright side, things are moving in the right direction, where at least 1% more companies are using a test prioritization framework than the previous year.


AB Testing Usage Stats

7. A/B testing is the most used testing method on websites.

User experience on eCommerce sites is everything if one wants to sell. The difference between success and failure lies in A/B testing. That's why we see 77% of marketers use the A/B testing methodology on their websites. Additionally, they practice A/B testing on landing pages (60%), email (59%), and PPC (58%).


8. 44% of modern companies apply A/B testing software in their development.

On the market, there is a wide range of split testing and multivariate software. It doesn't matter what you use for the tests to be effective —marketing automation software or something else — what matters is putting the right ideas into them. The latest A/B testing statistics, however, reveal that only 44% of companies use A/B testing software.


9. 85% of companies ask for A/B testing of the call to action buttons.

Call to action is designed to trigger a reaction from the user and convert immediately. The last Econsultancy A/B testing statistics reveal that 85% of companies prioritize the call-to-action button on their websites or emails.


10. 57% of marketers who practice A/B testing use p-hacking.

Boing's stats reveal that 57% of experimenters stop when they reach the results expected in their initial hypothesis. Basically, they don't produce the right a/b testing dataset.


11. You can double your CTR by wording your PPC ad right.

A/B testing trends indicate that by the wording, the ad right could double the CTR. In their first ad or the A variant, they worded the ad as "Get $10 off the first purchase. Book online now!". The B variant was "Get an additional $10 off. Book online now." The B variant produced double the result than the A variant, yet the marketer thought the first one would do better.


12. Bing increased its revenue thanks to A/B testing.

By using a/b testing data science, Microsoft's search engine Bing managed to increase its ad revenue by 25%. Additionally, they increased their ad revenue by 12% following A/B testing on ads display in 2012.


A/B Testing Email Statistics

13. 89% of US companies are conducting A/B testing with their email campaigns.

According to Mailjet’s ab testing statistics on email marketing, 89% of US marketers use A/B testing with their emails. By comparison, only 20% of European marketers practice the same test.


14. Companies mostly A/B test the subject line of an email.

In one of their questions, Mailjeet asked marketers around the world for which part of their email they mostly use A/B comparison. The majority, or 39%, answered that they check the email subject line. 37% said that they test the content, and 36% test the date and time of sending. The least tested subject was preheaders, tested by 23% of all marketers.


15. Emails that contain a real person name are opened 0.53% times more than automated emails.

Hubspot's A/B testing statistics show that emails with the real name of a person have a higher opening conversion rate than those without that information. It is a fact — people react when they think that a real person writes the email.


16. Only 1 in 8 A/B tests produces real results.

VWO’s statistics behind a/b testing show that only 1 out of 8 A/B tests showed any success in their email campaign. The rest seven results didn't prove any improvement. The harsh reality is that not all tests will improve the conversion rate, and if you need valuable data, you need to test more variables.


17. Clear subject lines bring 541% more responses than fluffy subject lines.

Back in 2012, AbWeber analyzed their subject lines in every digital marketing method. Their A/B testing stats showed that clear subject lines deliver better responses than the creative ones. The resulting change in strategy delivered a 541% rise in responses.


Statistics on A/B Testing Results

18. More than 70% of companies achieved a sales increase because they tested their landing pages before launching.

Like they say — better safe than sorry. In this case, the saying refers to one of the most critical aspects of your business — testing your landing page. Econsultancy’s statistics behind a/b testing reveal that 71% of companies who tested their page before publishing saw a rise in sales.


19. Dell increased their conversion rate by 300% through A/B testing.

Dell tested over 10,000 landing pages until they found the one that eventually increased their conversion rate by an astonishing 300%. That further underscores the A/B testing statistical significance for businesses — your landing pages can convert your leads into clients.


20. Brookdale Senior Living generated more than $100,000 thanks to A/B testing on their landing page.

Tennessee-based Brookdale Senior Living increased their conversion rate by 3.92% thanks to testing various landing pages. This amounted to $106,000 thanks to their new landing page.


21. Axway generated a 291% surge in ROI when they tested their landing pages for each of their pay-per-click ads.

Ion Interactive’s statistics behind A/B testing reveal that with proper a/b testing, you can potentially increase ROI by three times. In the case study, they were using the ion platform to manage their PPC landing page ads. The result was remarkable. They managed to generate more than $100,000 annually with a 291% rise in ROI (with service costs included).


22. Marian University generated a 264% conversion rate thanks to testing different landing pages.

Another great example that shows A/B testing works on landing pages. Ion Interactive did A/B testing on several landing pages until they found the right one. Thanks to this optimization, Marian University generated a whopping 264% conversation rate.


23. SAP increased their conversion rate by 32.5% through A/B color testing on CTA.

By testing, SAP managed to find the ideal color (orange) to increase their website conversion rate by 32.5%. One of the most notable A/B testing facts is when Gmail tested 50 shades of blue for their CTA to determine which color can convert more customers. And as you guessed, it actually worked.



What does A/B testing stand for?

A/B testing, or also known as split-run testing, is an experiment when two variants —A and B —are chosen and tested randomly. The process includes using statistical hypothesis testing that is generally used in the study of statistics.

How do you do an A/B test?

The A/B comparison test is time-consuming yet straightforward. The first thing you should do is decide on what to test first according to your user behavior findings. After you pick a couple of versions, you need to choose first, or the ‘A’ version. Identify the opportunities and create multiple variations from version A. Choose an A/B testing tool that provides flexibility, and is easy to understand. You should run the test with more than 25,000 testers so that you can produce reliable data. In the end, analyze the results and choose the version that works the best for you.

What is A/B testing in digital marketing?

Digital marketing companies can apply automated A/B testing to compare two versions of the same email, websites, or any marketing asset that can have different elements. For example, if you plan to A/B test a CTA button, you will create two versions of the same page but with two different CTA buttons. After both versions are ready, you divide them evenly among your visitors. The test will conclude when you find out what version users preferred.


Essential data from A/B testing is what will put your company ahead of your competition. The A/B testing statistics show how testing a website or software can put you on the right track from the beginning. Every innovation or change you plan with your website should be done with A/B testing, because it can do wonders for your business.

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