Converting visitors into paying clients is the ultimate goal of any online business. We all want to see the valuable traffic coming in from our ad campaigns transform into successful sales. Where should you go to find out if you are on the right track to optimization? A/B testing statistics suggest this research methodology may be just the right tool in your hunt for more happy customers online.
Still not sure? Check out our list of 22 eye-opening facts on AB testing to bring your online business to the next level.
A/B Testing Statistics Insights (Editor’s Choice)
- A/B testing is one of the two most popular CRO methods.
- By 2025, the global A/B testing software market is projected to be worth $1,081 million.
- A/B testing can increase the average revenue per unique visitor for eCommerce websites by 50%.
- To be statistically significant, an A/B testing needs an average of 25,000 visitors.
- 89% of US companies implement A/B testing as part of their email marketing campaigns.
General A/B Testing Stats
1. A/B testing 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, statistics behind A/B testing show.
2. By 2025, the global A/B testing software market is projected to be worth $1081 million.
Just 5 years from now, the global A/B testing software market is expected to more than double in value.. In 2018, this market’s value was estimated at $485 million. With experts predicting a steady Compound Annual Growth Rate (CAGR) of 12.1%, global sales of this type of software are expected to exceed $1 billion by 2025, according to AB testing statistics.
3. 60% of organizations find A/B testing to be highly valuable for CRO.
Although there are numerous factors that can affect conversions, most businesses believe A/B testing is one of the best ways to improve it. Almost two-thirds of them (63%) don’t find A/B hard to implement. Just 7% disagree, admitting that the implementation of A/B testing is a very difficult task, recent AB testing statistics show.
4. Successful A/B testing can bring a 50% increase in the average revenue per unique visor 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.
5. A/B testing needs an average of 25,000 visitors to be statistically significant.
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 from a recent VRO study.
6. 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, shows a report by CXL and VWO. Asked to rate the efficiency of existing CRO methods, professionals gave AB testing a score of 4.3 out of 5. Statistics behind a/b testing clearly indicate that there are not many other tools that offer marketers so much insight together with the possibility to test out virtually every idea and strategy.
7. 77% of organizations perform A/B testing on their website.
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.
8. 60% of organizations perform A/B testing on their landing page.
Landing pages are where conversions happen and are extremely important for every online business. That said, it is no surprise that, as indicated by landing page A/B testing statistics, 60% of all organizations that have websites experiment with this methodology in a bid to improve their performance.
9. 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. A/b testing email statistics show that 59% of organizations online are already implementing this practice. Another 58% of organizations perform A/B testing on paid search campaigns.
10. 28% of marketers are happy with conversion rates after A/B testing.
Optimization & A/B testing statistics don’t always go hand in hand. The sad statistic is that 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 it’s done right, so make sure to put some extra effort into polishing your methodology.
Email Marketing AB Testing Statistics
14. 89% of US companies do A/B testing on their email marketing campaigns.
US marketers were the first to adopt A/B testing in their strategies. They also use it the most, especially when it comes to email campaigns. In France, 79% of companies apply A/B testing to their email campaigns, while in Germany this share is 77%.
15. Emails with a real person as the sender generate 0.53% more opens.
Stats of A/B testing 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 rates and click-through rates by 0.53% and 0.23%, respectively.
16. Concise subject lines get 541% more responses than creative ones.
Users don’t seem to appreciate when emails try to be clever with subject lines; keeping things straight and remaining clear and concise in the subject line is what gets them.
AB Testing Examples Statistics
17. 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.
18. An A/B test helped Bing increase its revenue by 12%.
Back in 2012, one of Microsoft’s employees came up with an idea to slightly change how ads are displayed in a Bing search. A/B testing statistics for his idea showed incredible figures, causing such an increase in revenue that it triggered a bug alert. This improvement helped Microsoft increase its annual revenues by $100 million just in the US.
(Harvard Business Review)
19. The Obama campaign raised $75 million thanks to A/B testing.
During the 2008 US presidential campaign, President Obama’s digital marketing team tested out various photos, videos, and website layouts, which increased the campaign’s website sign-up rate by 140%, increasing the funds gathered by $75 million. The tests brought in around 4 million email list sign-ups, A/B testing email statistics for this campaign show.
20. 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. 10 years later, they were running around 7,000 of these tests per year. Currently, the number of A/B tests Google runs exceeds 10,000 per year.
21. 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 AB testing multivariate statistics on colors, other companies also boosted conversions:
- SAP increased their conversion rate by 32.5% by using the color orange.
- Performable improved their conversion rate by 21% by using the color red.
Frequently Asked Questions
1. What does AB testing stand for?
A/B testing also referred to as bucket testing and split-run testing, is a commonly used method to research user experience. According to the AB test definition, it is a statistical way of comparing two or more versions (version A or Version B) to determine not only which version performs better, but also which version is statistically significant. The versions could differ massively, or have minor differences, which is usually the case.
2. What is AB testing in digital marketing?
When it comes to digital marketing, there are not many testing methods that help improve a marketer’s promotional and marketing strategies other than A/B testing. The A/B testing methodology allows digital marketers to experiment with different ideas and solutions, as well as fix any potential flaws on their platform. This type of testing can be applied to their email campaigns, CTAs, landing pages, and numerous other elements.
3. How do you do an AB test?
A/B tests are performed by running multiple versions of the same variable, as mentioned above. Users are randomly presented with one of the versions, and after a certain testing period, the statistically more successful version is adopted.
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.