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50 Key A/B Testing Statistics: 2021/2022 Data, Challenges & Benefits Analysis

Luck may play a huge role in business success. However, as an entrepreneur, you know that you have to make the most out of the cards you’re dealt. This is why you need to use processes like A/B testing to minimize the risks of any decision that you may make. However, this method has its fair share of complexities. So, before you try experimenting with it, you might want to take a look at some A/B testing statistics.

To help you out, we took the liberty of compiling all the data you need to know about A/B testing this 2019 from the test management software market size to the various challenges that this method poses. This way, it will be easier for you to understand how you can leverage this technology as well as what benefits you can expect once you implement it.

key a/b testing statistics

General A/B Testing Statistics

All entrepreneurs want to know whether or not they are taking the right steps when it comes to growing their business. So, they often use various tools to help them make sure of this—one of which is A/B testing.

A/B testing is perhaps one of the most used testing methods of today. After all, it is quite easy to learn, and it doesn’t require a lot of technical know-how to implement. And with the A/B testing market size growing, there are tons of software providers out there that can help you with your efforts. For instance, you can choose to invest in tools for test management. You can also opt for marketing, reporting, or business intelligence tools that come with A/B testing options.

  • More than 50% of marketers use A/B testing to boost conversion. (99firms.com)
  • 35% of marketers plan to use A/B testing. (99firms.com)
  • The global AB testing software market is forecast to be worth $1.08 billion by 2025 at a CAGR of 12.1%. (Business Insider, 2019)
  • CTR and PPC ads can be doubled using A/B wording testing. (WordStream, 2020)
  • A/B testing has been found to be the second most-used in conversion optimization, second only to analytics. (cxl.com, 2019)
  • Less than 50% of businesses use A/B testing tools. (99firms.com)
  • Professionals gave A/B testing a score of 4.3 out of 5 when it comes to its usefulness as a CRO method. (cxl.com, 2018)

Predicted global A/B Testing Software Market Size

A/B Testing Usage Statistics

A/B testing is utilized by businesses of all sizes across various industries. As complicated as this methodology may sound, plenty of professionals find that it is easy to use, given enough time to learn the process. It doesn’t come as a surprise that a growing number of companies are investing in technologies that will allow them to conduct A/B tests.

Companies don’t even need to spend on full-fledged A/B testing software. They can opt to use marketing software with A/B testing tools or other types of platforms that come with a module for testing. This way, they can find ways to continually improve their processes and meet customer demands.

  • 56.4% of businesses make use of test prioritization frameworks. (99firms.com)
  • 77% of marketers use A/B testing on their sites, using them on landing pages (60%), email, 59%), and PPC (58%) (invesp, 2019.com)
  • 85% use A/B testing for call-to-action buttons. (Revizzy, 2020)
  • 57% of those who experiment with A/B testing stop upon reaching expected results. (Boing Boing, 2018)
  • Less than half of modern companies (44%) utilize A/B testing software. (web.archive.org, n.d.)
  • 97.6% of businesses say they run A/B tests. (CXL, 2018)
  • An A/B testing market research found that 68.2% of companies execute less than four A/B tests every month. (CXL, 2018)
  • 57% of professionals who conduct A/B tests use p-hacking. It means they stop an experiment once there’s enough data to prove their original hypothesis. (Boing Boing, 2018)

Common A/B Testing Areas

A/B testing can be used for all sorts of experiments. It can help you check the effectiveness of your new site layout, understand how well customers will respond to your mobile application, or find out how many more clickthroughs you’re going to get if you modify your email format. The point here is if you want to compare two versions of a particular thing, this is perhaps the best way to do it.

The only question is, what exactly do most companies leverage A/B testing for? Statistics show that it is often used for testing websites. Through A/B tests, they can optimize the different elements of their website and ensure its improvement.

If, like these companies, you are looking to boost the traffic of your website, you might want to consider checking out these website builders for small businesses. Some of them offer built-in A/B testing functionalities and can scale to the needs of growing companies and large enterprises.

  • Bing reported a 25% increase in ad revenue from using A/B testing on display ads. (The Wall Street Journal, 2020)
  • 85% of businesses prioritize call-to-action triggers for A/B testing. (Revizzy, 2020)
  • 39% of businesses use A/B test on email subject lines (39%), content (37%), date and time (36%) and preheaders (23%) (Litmus, 2018)
  • A/B testing is mostly used for websites (77%), landing pages (60%), email (59%), and paid search (58%). (econsultancy.com, 2017)

A/B Testing Emails

99% of shoppers check their email daily, according to DMA Insight’s 2017 Consumer Email Tracker Study. So, it only makes sense that A/B testing is mostly used on emails or email campaigns. In fact, a majority of companies in the US test their email campaigns before implementation.

In case you intend to follow suit, just keep in mind that many elements can contribute to an email’s effectiveness. Meaning, the focus of your A/B tests will highly depend on what you are trying to achieve.

  • Clear email subject lines have been found to yield 541% more responses. (99firms.com)
  • In Europe, only 20% conduct A/B tests on their email. (99firms.com)
  • HubSpot revealed that after conducting an A/B test, emails featuring a real person as the sender had 0.53% more opens than when they use their company name as the sender. (HubSpot, 2019)

How Prominent Companies Use A/B Testing

Successful businesses value the importance of data-driven processes. So, it comes as no surprise that many Fortune 500 companies resort to A/B testing big data to improve their processes. In fact, they test their processes, new ideas, and even the different elements of their websites repeatedly to make sure they’re on the right track.

Luckily for growing businesses, A/B testing only requires you to have the right tools and the skillset to prepare the tests. After this, you will have all the data you need to gear your company towards success.

  • Dell reported a 300% increase in conversion rate from A/B testing. (99firms.com)
  • Bing reportedly conducts upwards of 1,000 A/B tests monthly. (marketingmag.com, 2020)
  • Bing runs around 80% of changes as controlled experiments. (dailyblogging.com, 2020)
  • The first A/B test run by Google involved the number of search results per page. (dailyblogging.com, 2020)
  • One-third of Microsoft’s experiments yielded positive results, while one-third generated neutral results, and one-third got negative outcomes. (businessinsider.com, 2020)
  • Google performed over 7,000 A/B tests in 2011 alone. (pardot.com)
  • Google first used A/B testing in 2000 to find out the best number of search results per page. (Marketing Magazine, 2018) 
  • Google, Amazon, Facebook, and Booking.com each perform over 10,000 controlled experiments every year. (Harvard Business Review)
  • Roughly 20% of Google and Bing’s controlled experiments yield positive results in favor of the new ideas they are testing. (Harvard Business Review

Most Common A/B Testing Areas

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Source: Conversion Rate Optimization Report

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Top Test Management Software

  1. PractiTest. A web-based product offering features for IT testing, bug tracking, smart filters, 2-way integrations, and versioning. Learn more about this product in our PractiTest review.
  2. HPE ALM. A system offering cross-project reporting, requirements management, and lab automation to help users create, determine, and experiment with applications under one platform. Check out this HPE ALM review for more details.
  3. HP Quality Center. An HP product with modules for test management including automation, enterprise synchronizers, collaboration tools, and other agile testing tools. See if it fits your company needs here in our HP Quality Center review.
  4. SoapUI. An API testing solution for open-source testing frameworks with features such as SQL injection, load testing, cross-site scripting, and simulation generation. For more details, read our SoapUI review.
  5. Sauce Labs. A cloud-based application testing platform equipped with mobile web testing, cross-browser testing, and easy test automation features among others. Learn more about this product in our in-depth Sauce Labs review.

Benefits of A/B Testing Statistics

There are many ways through which A/B testing can improve your operations. It can help you optimize your landing pages and ensure clickthroughs for CTAs. More importantly, it can have quite an impact on your conversion rates.

As you can see from the A/B testing statistics we’ve collected, many companies and organizations have used A/B testing over the years to yield favorable results on their campaigns. With it, they managed to optimize everything from their processes to their ads. This way, they can make the most out of their efforts.

  • Only 1 out of 8 A/B tests yield positive results. (vw0.com, 2021)
  • 70% of businesses saw increased sales from A/B testing landing pages prior to launch. (99firms.com)
  • Improved UX design from user testing can boost conversion rate by 400%. (Intechnic, 2019)
  • Obama’s digital team used A/B testing to increase donation conversions by 49%. (optimizely.com, n.d.)

Effects of A/B Testing on Landing Pages

Landing pages bridge the gap between potential customers and businesses. However, how sure are you that your landing pages are generating leads as effectively as possible? This is where A/B testing comes in handy.

As you’ll see below, A/B testing big data related to your landing pages can do wonders for your conversion rate and overall company revenue. Utilizing this method will help you make sure that your landing pages are performing as expected, and it helps you continually improve them according to the changing preferences of your target audience.

  • Marian University saw a 264% conversion rate after testing its landing pages. (ioninteractive.com, n.d.)
  • 25,000 – the required number of visitors on a landing page for an A/B test be considered statistically relevant. (VentureBeat, 2018)
  • 71% of companies that experienced significant sales increase tested their landing pages before publishing. (Econsultancy)
  • Dell experienced a conversion rate increase of 300% when they tested their landing pages against web pages. (Slideshare)
  • Axway yielded a 291% ROI when they tested the landing pages for each of their PPC ad groups. (ioninteractive.com, n.d.)
  • Brookdale Senior Living tested landing page variations to increase their monthly revenue by $106,000. (VWO, 2020)

Effects of A/B Testing on CTA buttons

The call-to-action (CTA) is perhaps one of the most important elements on a website, landing page, or advertisement. This is what motivates your audience into becoming a customer. So, it only makes sense that performing A/B tests on them can have a positive effect on your overall performance.

Some case studies even showed that a CTA’s color and text have a direct impact on conversions. By testing them, you can easily improve your CTAs and make the most out of them.

  • White Card Courses once used A/B testing to determine the color and text of their CTA, and it improved their conversions by 32%. (VWO, 2020)

Benefits of A/B Testing

A/B Testing Challenges Statistics

Using A/B testing for various aspects of your business offer immeasurable benefits. As we discussed earlier, it can improve traffic, optimize the customer experience, increase clicks, and boost conversion rates. However, it seems that, despite these many perks, there are still companies who choose not to utilize this for their operations. This can be attributed to the lack of tools or expertise to carry out the process.

If you are one of these companies, you might want to consider looking into programs that can support testing processes. After all, there are plenty of SaaS products out there that come with A/B testing functionalities. You can start by checking marketing platforms or by taking a look at this guide to business intelligence tools.

  • Only 14% of professional marketing tools utilize A/B testing and similar tools before rolling out a campaign. (Statista, 2019)
  • The top challenges when it comes to testing applications include not having the right testing method (34%), not having an in-house testing environment (28%), and having no mobile testing experts (28%). In addition, some say they don’t have the right tools for testing (43%), don’t have the devices readily available (26%), and do not have enough time to test (52%). (Statista, 2018)

Why A/B Tests Don’t Work for Companies

A/B testing is by no means a walk in the park. While many find it fairly simple to learn and execute, it is difficult to pull off if you don’t have the right tools and the correct data. This is why a lot of companies couldn’t get the results they want and end up frustrated with their testing efforts.

  • An A/B testing report revealed that only 1 in 8 tests create significant change in yields. (VWO, 2021)
  • A/B tests require at least 25,000 visitors before the sample can be considered statistically significant. (Venture Beat, 2018)
  • 43.6% of companies don’t use a test prioritization framework. (CXL, 2020)
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Website and Application Testing Challenges

Website and Application Testing Challenges
Not enough time to test: 52

Not enough time to test

%
Website and Application Testing Challenges
Not having the right tools for testing: 43

Not having the right tools for testing

%
Website and Application Testing Challenges
Not having the right testing method: 34

Not having the right testing method

%
Website and Application Testing Challenges
Not having in-house testing environment: 28

Not having in-house testing environment

%
Website and Application Testing Challenges
No mobile testing experts : 28

No mobile testing experts

%
Website and Application Testing Challenges
Not having the devices readily available: 26

Not having the devices readily available

%

Source: Statista

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What Do These A/B Testing Facts Mean for Your Business?

Information is what will help you remain one step ahead of the competition. So, it helps to have tools that can perform data-driven processes and make sense of your business decisions. This is why A/B testing has become one of the most crucial methods that you can use for your operations. After all, when it comes to growing a business, it pays to know if you are taking the right measures.

As you have read in our compilation of A/B testing statistics, the benefits of A/B testing are too good to pass up. It not only helps you make your strategies more effective. It also enables you to improve your bottom line every time you change your website, application, or other aspects of your campaigns. This way, you avoid any risks that specific changes may pose to your business.

In addition, this method is increasingly becoming accessible in the sense that there are plenty of resources where you can learn how to conduct it. Meaning, whether you own a small startup or a large corporation, you shouldn’t have any excuse not to use it to your advantage.

Of course, we highly suggest that you take the time to understand the ins and outs of the process before implementing it. This way, you can make sure that you are doing it properly, and it will enable you to yield the results you want. To help you get started, be sure to check out this guide on how to create successful testing environments. This should be of great help as you set up your A/B testing efforts.

 

References:

  1. The 2018 state of conversion optimization report. (2020, December 21). CXL.
  2. A/B testing statistics. (2021, January 6). 99firms.
  3. A/B testing: We are are only scratching the surface. (2018, November 22). Marketing Magazine.
  4. The ABCs of a/b testing. (2012, July 12). Salesforce Pardot.
  5. Adavelli, M. (2020, September 3). 25 touchy statistics of a/b testing in 2020. DailyBlogging.
  6. Bronzini, A. (2020, December 21). The 2018 state of conversion optimization report. CXL.
  7. Brookdale increased conversions by 4%. (2020, November 25). VWO.
  8. Carmicheal, K. (n.d.). How to conduct the perfect marketing experiment [+ examples]. HubSpot Blog.
  9. Chopra, P. (2021, March 26). Appsumo reveals it a/b testing secret: only 1 out of 8 tests produce results. VWO Blog.
  10. Conversion rate optimization report 2017. (2017). Econsultancy.
  11. Doctorow, C. (2018, July 25). A/B testing tools have created a golden age of shitty statistical practices in business. Boing Boing.
  12. Gabbert, E. (2020, February 7). 24 of the most surprising a/b tests of all time. WordStream.
  13. Gleason, D. (2020, December 9). The 2019 state of conversion optimization report. CXL.
  14. Global a/B testing software market to reach US$1081 Mn by 2025, suggests QY research, Inc. (2019, June 26). markets.businessinsider.com.
  15. Guttmann, A. (2019, March 1). Belgium: Tools and methods used to prove success of marketing campaigns, by type 2018. Statista.
  16. Kohavi, R., & Thomke, S. (2017, September 1). The surprising power of online experiments. Harvard Business Review.
  17. Koleczek, Y., & Unless. (2018, February 19). Optimizely’s decision to ditch its free plan suggests a/b website testing is dead. VentureBeat.
  18. Kucheriavy, A. (2019, November 25). 100 UX statistics every user experience professional needs to know. Intechnic.
  19. Landing page testing results in 291% increase in ROI. (n.d.). ioninteractive.com.
  20. Liu, S. (2018, May 15). Mobile and multi-channel application testing challenges 2013-2018. Statista.
  21. Obama for America’s digital fundraising machine. (n.d.). Optimizely.
  22. Proof that landing pages work [Infographic]. (2013, November 12). SlideShare.
  23. Saleh, K. (2018, April 11). The state of a/B testing [Infographic]. Invesp.
  24. SEOgadget. (2012, October 17). The step by step SEOgadget guide to conversion optimisation. Web Archive for seogadget.com.
  25. Shaywitz, D. A. (2020, March 15). ‘Experimentation works’ and ‘The power of experiments’ review: Test, test and test again. WSJ.
  26. Thomke, S. H. (2020, February 18). A Harvard business school professor on how companies like Google and Amazon use experimentation to innovate, grow, and improve. Business Insider.
  27. White card courses got 32% more conversions. (2020, November 26). VWO.
  28. White, C. S. (2018, December 6). 13 email a/B testing mistakes that limit your success. Litmus.
  29. Wroniewicz, K. (2020, December 21). A/B split testing – A TAD of DATA daily facts for 12.18.2020. Revizzy.
James Anthony

By James Anthony

A senior FinancesOnline writer on SaaS and B2B topics, James Anthony passion is keeping abreast of the industry’s cutting-edge practices (other than writing personal blog posts on why Firefly needs to be renewed). He has written extensively on these two subjects, being a firm believer in SaaS to PaaS migration and how this inevitable transition would impact economies of scale. With reviews and analyses spanning a breadth of topics from software to learning models, James is one of FinancesOnline’s most creative resources on and off the office.

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