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43 Key A/B Testing Statistics: 2019 Data, Challenges & Benefits Analysis

Category: B2B News

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 tools 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 A/B testing market size to the various challenges that this method poses. This way, it is easier for you to understand how you can leverage this technology as well as what benefits you can expect once you implement it.

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General A/B Testing Statistics

Every entrepreneur wants 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 test management software. You can also opt for marketing, reporting, or business intelligence tools that come with A/B testing options.

  • The global A/B testing software market has a value of $485 million in 2018. Moreover, experts predict that the A/B testing market share will reach $1081 million by the end of 2025. (QY Research, 2019)
  • A/B testing is among the most popular methods used in conversion rate optimization. It only comes second to customer journey analysis. (, 2015)
  • Professionals gave A/B testing a score of 4.3 out of 5 when it comes to its usefulness as a CRO method. (Conversion Optimization Report, 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 that they have 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.

  • Less than half of modern companies (44%) utilize A/B testing software. (SEOGadget)
  • 97.6% of businesses say they run A/B/n tests. (Conversion Optimization Report, 2018)
  • 58% of businesses use A/B testing for conversion rate optimization. Meanwhile, 35% intend to utilize the method for future campaigns. (LinkedIn, 2015)
  • An A/B testing market research found that 68.2% of companies execute less than four A/B tests every month. (Conversion Optimization Report, 2018)
  • 64% of businesses say that A/B testing is fairly easy to implement. (, 2015)
  • A mere 7% of companies found A/B testing to be a difficult endeavor. (, 2015)
  • 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.

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 most used on emails or email campaigns. In fact, a majority of companies in the United States 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.

  • 89% of U.S. businesses conduct A/B tests on their email campaigns. (Marketing Land, 2015)
  • Globally, companies often test an email’s subject line (39%), content (37%), send date/time (36%), sender address (32%), images (39%), offers (28%), and preheaders (23%). (Marketing Land, 2015)
  • U.S. companies tend to focus more on A/B testing subject lines. Meanwhile, German companies allocate more time for testing the content and French companies put emphasis on send dates and time. (Marketing Land, 2015)
  • HubSpot revealed, after conducting an A/B test, that emails featuring a real person as the sender had 0.53% more opens than when they use their company name as the sender. (HubSpot)
  • AWeber found out after a series of A/B tests that clear subject lines get 541% more responses than creative subject lines. (AWeber)

How Prominent Companies Use A/B Testing

Successful companies 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 website 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 which, you will have all the data you need to gear your company towards success.

  • Google performed over 7,000 A/B tests in 2011 alone. (Pardot)
  • Google first used A/B testing in 2000 to find out the best number of search results per page. (Marketing Mag)
  • Microsoft Bing runs over 1,000 A/B tests every month. (Marketing Mag)
  • Google, Amazon, Facebook, and each perform over 10,000 controlled experiments every year. (Harvard Business Review, 2017)
  • Roughly 20% of Google and Bing’s controlled experiments yield positive results in favor of the new ideas they are testing. (Harvard Business Review, 2017)

Most Common A/B Testing Areas




Landing Pages




Paid Search

Source: 2017 Conversion Rate Optimization Report

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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.

  • 63% of companies say A/B testing is valuable for conversion rate optimization. (LinkedIn, 2015)
  • Lumineers experienced a 120% conversion rate increase because of A/B testing. (WPromote)
  • Barack Obama’s digital team raised $60 million in donations by optimizing their email list via A/B testing. (Optimizely)
  • Obama’s digital team used A/B testing to increase donation conversions by 49%. (Optimizely)
  • Microsoft Bing increased its revenue per search to 25 percent because of A/B testing. (Harvard Business Review 2017)
  • Microsoft Bing ran an A/B test on their ad display in 2012. Consequently, they experienced a 12% increase in revenue. (Harvard Business Review 2017)

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.

  • 71% of companies that experienced significant sales increase tested their landing pages before publishing. (Conversion Rate Optimization Report, 2017)
  • Dell experienced a conversion rate increase of 300% when they tested their landing pages against web pages. (Ion Interactive)
  • Axway yielded a 291% ROI when they tested the landing pages for each of their PPC ad groups. (Ion Interactive)
  • Marian University had a 254% conversion rate after using A/B testing on different landing page versions. (Ion Interactive)
  • Brookdale Senior Living tested landing page variations to increase their monthly revenue by $106,000. (VWO)

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 using testing them, you can easily improve your CTAs and make the most out of them.

  • Gmail tested 50 shades of blue for their CTA to determine which color can convert more customers. (Quick Sprout)
  • SAP used A/B testing to check the most effective CTA color for their site. This helped them increase their conversion rate by 32.5%. (QuickSprout)
  • 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)

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)
  • 20% of German and French companies say they never use A/B testing. (Marketing Land, 2015)
  • 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 does 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 right 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)
  • 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. (Conversion Optimization Report, 2018)

Website and Application Testing Challenges

Not enough time to test


Not having the right tools for testing


Not having the right testing method


Not having in-house testing environment


No mobile testing experts


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 helps you ensure that you improve your bottom line every time you change your website, application, or other aspects of your campaigns. This way, you avoid any risks that certain changes may pose for 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 time in understanding 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.

By Jenny Chang

Senior writer at FinancesOnline who writes about a wide range of SaaS and B2B products, including trends and issues on e-commerce, accounting and customer service software. She’s also covered a wide range of topics in business, science, and technology for websites in the U.S., Australia and Singapore, keeping tabs on edge tech like 3D printed health monitoring tattoos and SpaceX’s exploration plans.

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