Ever wondered whether your website would attract more traffic if you switched its layout around? Or whether your marketing strategy can be improved with some slight tweaks? A/B testing statistics show it is certainly worth giving this methodology a try and see what works best for your business. Still not sure? Check out our list of eye-opening facts on A/B testing to bring your online business to the next level.
A/B Testing Statistics (Editor’s Choice)
- By 2025, the global A/B testing software market is projected to be worth more than $1 billion.
- 60% of organizations find A/B testing to be highly valuable for optimizing their conversion rates.
- Test prioritization frameworks are used by over 50% of companies.
- 77% of organizations perform A/B testing on their website and 60% on their landing page.
- 89% of US companies do A/B testing on their email marketing campaigns.
- The Obama campaign raised $75 million thanks to A/B testing.
General A/B Testing Stats
1. By 2025, the global A/B testing software market is projected to be worth $1.08 billion.
According to statistics from QY Research, the A/B testing software market was worth $485 million in 2018 and reached an incredible $543 million in 2019. The report further shows that the yearly growth will remain steady at 12.1% by 2025 when it is expected for the industry to reach a little over a billion US dollars.
(PR Newswire, QY Research)
2. A/B testing stats indicate it is one of the two most popular CRO methods.
Customer journey analysis is the number one method used by marketers to optimize conversion rates, according to eConsultancy data. 48% of marketing professionals employ it in their daily work, and 47% plan to adopt it. A/B testing shares the first place with 58% of surveyed marketers applying this method to their website, and 35% planning to do so.
3. 60% of organizations find A/B testing to be highly valuable for optimizing their conversion rates.
Although there are numerous factors that can affect conversions, recent A/B testing statistics show most businesses believe it is one of the best ways to improve it. Almost two-thirds (63%) don’t find A/B testing hard to implement. Just 7% disagree, admitting that the implementation of A/B testing is a daunting task.
4. Successful A/B testing can bring a 50% increase in the average revenue per unique visitor for ecommerce sites.
When successful, A/B testing can pay off massively. Ecommerce websites generate an average revenue of $3 per unique visitor; with properly conducted A/B testing, this revenue climbs to $4.5. A/B testing trends reveal one-third of A/B testers first start evaluating elements such as the call-to-action button, 20% test headlines, 10% test layouts, and 8% website copies.
5. A/B testing statistical significance can be reached with a minimum of 2,5k+ to 5k+ unique visitors.
Failure to attract enough visits is one of the main reasons why so many marketers can’t get the desired results from A/B testing. Just one in seven A/B tests are statistically significant enough to boost conversion rates, according to AB testing stats. Another study shows that to reach A/B testing statistical significance or a 95% reliability rate, you need 5,000 unique visitors per variation and 100 conversions on each objective by variation.
(Venture Beat, AB Tasty)
6. Test prioritization frameworks are used by over 50% of companies.
A vital component in a company’s CRO process is the utilization of prioritization frameworks, i.e. systems for prioritizing tests. A/B testing analysis indicates a great number of companies are improving, while A/B testing statistics point to a solid 56.4% of companies using test prioritization framework. The good news is that compared to the year before, the number of companies that were not using test prioritization framework (43.6%) has now increased to 47.1%.
7. A/B testing scores 4.3 out of 5 in CRO methods efficiency ranking by optimization professionals.
A/B testing is highly rated among conversion rate optimization experts, according to a report by CXL and VWO. Optimization & A/B testing statistics disclose that when asked to rate the efficiency of existing CRO methods, professionals gave AB testing a score of 4.3 out of 5. This clearly indicates that there are not many other tools that offer marketers so much insight along with the possibility to test out virtually every idea and strategy.
8. 77% of organizations perform A/B testing on their website and 60% on their landing page.
Corporate websites are the most common target of A/B testing, with 77% of organizations running such tests in a bid to improve their CRO. 71% do 2-3 such tests monthly. Landing page A/B testing statistics meanwhile reveal landing pages are where conversions happen and are extremely important for every online business. It is no surprise then that 60% of all organizations that have websites experiment with this methodology in a bid to improve their performance.
9. Under a third of marketers are happy with conversion rates after A/B testing.
Only 28% of marketers are actually satisfied with the conversion rates achieved after A/B testing. The reason — it is all about how you do it. A/B testing is only effective when done right, so make sure to put some extra effort into your methodology.
10. 89% of US companies do A/B testing on their email marketing campaigns.
US marketers were the first to adopt the A/B testing data science in their strategies. They also use it the most, especially when it comes to their email marketing campaigns and assessing their success rate. In France, 79% of companies apply A/B testing to their email campaigns, while in Germany this share is 77%, as email marketing stats highlight.
11. Emails with a real person’s name as the sender can generate 0.53% more opens.
Email marketing A/B testing statistics can sometimes show figures that seem insignificant but, on a larger scale, actually bring noticeable improvements. For example, sending a more personal email from an individual instead of a company in the “Sender” field increases open and click-through rates by 0.53% and 0.23%, respectively.
12. 59% of organizations run A/B testing on emails.
Email marketing is another popular conversion channel and may just as well be the area where more marketers should be performing tests. Email-related A/B testing trends show that 59% of organizations are already implementing this practice. Another 58% perform A/B testing on paid search campaigns.
13. Just under 40% of companies worldwide test an email’s subject.
If you are wondering what is the most common A/B testing data science behind emails we have just the stats for that. The majority (39%) of companies worldwide start by testing the email’s subject line as the most important element – the bait used to lure customers into clicking. Email marketing A/B testing statistics further show 37% test content, 36% test the send dates and time, 32% focus on the sender address, while 30% look at the images in the email. Other things that are subjected to A/B testing are offers (28%) and preheaders (23%).
14. Concise subject lines get 541% more responses than creative ones.
A/B testing results from analyzing email subject lines reveal ‘creativity is dead’. Users don’t seem to appreciate when emails try to be clever with subject lines; what email marketing A/B testing facts show instead is that keeping things straight and remaining clear and concise in the subject line is what your potential clients value the most.
15. A/B tests produce real results for an organization in 1 out of 8 cases.
Sometimes, even if you opt for the best A/B testing methodology, the results can be frustrating. Data shows that only 1 out of 8 A/B tests indicate any success in an email campaign, with the rest rarely showing any improvement. To avoid this frustration and improve the conversion rate, it is always recommended for companies to use more variables.
A/B Testing Results and Examples that Made History
16. A/B testing statistics reveal Microsoft Bing runs as many as 1,000 A/B tests per month.
Large organizations are running so many of these tests that we’re likely involved in one of them every time we access the internet. Testing even the most subtle aspects of their UX, Bing runs over a thousand tests each month.
17. Bing increases its revenue by 12% with an A/B test.
Back in 2012, one of Microsoft’s employees came up with an idea to slightly change how ad headlines are displayed in a Bing search. A/B testing statistics for his idea showed incredible ‘too good to be true’ figures causing such an increase in revenue that everyone thought it would trigger a bug and yet it didn’t. This improvement helped Microsoft increase its annual revenues by $100 million in the US alone, and has so far been the best idea in the history of Bing which would not have been possible without the A/B testing data science behind it.
(Harvard Business Review)
18. The Obama campaign raised $75 million thanks to A/B testing.
Former President Barack Obama’s 2008 US presidential campaign is perhaps one of the best and most famous examples of outstanding A/B testing results. In fact, the A/B testing email statistics Obama’s digital marketing team compiled present an interesting case study material. They tested out various photos, videos, and website layouts, which increased the campaign’s website sign-up rate by a whopping 140%, boosting the funds gathered by a massive $75 million. One of the many A/B tests they ran was in relation to the buttons “Learn More,” “Join Us Now,” and “Sign Up Now” which revealed that “Learn More”, as opposed to the default “Sign Up” collects almost 20% more signups per visitor. Statistics behind the A/B testing show this brought in around 4 million email list sign-ups.
19. Google ran its first A/B test in 2000.
Google carried out its first A/B testing way back in 2000, in a bid to determine how many search results they should display per page. Then, 10 years later, Google was running around 7,000 of these tests per year. Currently, A/B testing facts reveal the number of A/B tests Google runs exceeds 10,000 per year.
20. Google conducted A/B testing for 50 different shades of blue for their CTA.
To find which one converted the most users, Google tested out 50 shades of blue for their call-to-action. By using the A/B testing analysis for the colors, other companies also boosted conversions. For example, SAP increased their conversion rate by 32.5% by using the color orange, while statistics behind A/B testing conducted by Performable showed that the company improved their conversion rate by 21% by using the color red.
Converting visitors into paying customers is the ultimate goal of any online business. We all want to see the valuable traffic coming in from our ad campaigns convert into successful sales. A/B testing statistics suggest this research methodology may be just the right tool to give you an idea if you are on the right track to optimization and ultimately, help you secure more happy customers online.