28 A/B Testing Statistics for Data-Driven Decision Making

BySakshi Chandwani


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If you're navigating the exciting world of A/B testing and striving to make informed choices that drive results, you've landed at the right doorstep. In this blog post, we're diving deep into the realm of data-driven decision-making with 28 A/B testing statistics that are not just numbers on a screen but powerful insights waiting to transform your strategies. In this blog post, we will give you the lowdown on A/B testing. We'll break it down for you and share 28 key A/B testing statistics that you should totally keep an eye on.

Table of Contents

How do we collect the statistics?

When it comes to A/B testing, collecting accurate and reliable statistics is crucial for making data-driven decisions. To ensure the validity of your test results, we gathered our necessary data from sources like 99 firms, The Wall Street Journal and Litmus.

28 A/B testing statistics

Let's dive into the 28 A/B testing statistics that can help you make data-driven decisions:

  1. Some 77% of companies are running A/B testing on the website. [Source: 99firms]
  2. About 60% of companies perform A/B tests on their landing pages. [Source: 99firms]
  3. Roughly 44% of businesses use split testing software. [Source: 99firms]
  4. Only 7% of companies believe it’s difficult to perform A/B tests. [Source: 99firms]
  5. Better UX design resulting from A/B testing could increase conversion by 400%. [Source: 99firms]
  6. One out of eight A/B tests drives significant change. [Source: 99firms]
  7. Approximately 59% of companies perform email A/B tests. [Source: 99firms]
  8. Bing improved its revenue per search by 10%-25% due to the A/B testing. [Source: 99firms]
  9. About 58% of companies use A/B testing for conversion rate optimization. [Source: 99firms]
  10. Approximately 59% of companies perform email A/B tests. [Source: 99firms]
  11. Microsoft claims it runs over 1,000 A/B tests on Bing search per month. [Source: 99firms]
  12. A/B Testing Software Market size was valued at USD 516.50 Million in 2020 and is projected to reach USD 1249.57 Million by 2028, growing at a CAGR of 11.62% from 2021 to 2028. [Source: Verified Market Research]
  13. A/B testing has been found to be the second most used in conversion optimization, second only to analytics. [Source: Finance Online]
  14. 57% of those who experiment with A/B testing stop upon reaching expected results. [Source: Finanace Online]
  15. Bing reported a 25% increase in ad revenue from using A/B testing on display ads. [Source: The Wall Street Journal, 2020]
  16. 85% of businesses prioritize call-to-action triggers for A/B testing. [Source: Revizzy, 2020]
  17. 39% of businesses use A/B test on email subject lines (39%), content (37%), date and time (36%) and preheaders (23%) [Source: Litmus, 2018]
  18. A/B testing is mostly used for websites (77%), landing pages (60%), email (59%), and paid search (58%). [Source: econsultancy, 2017]
  19. An A/B testing report revealed that only 1 in 8 tests create significant change in yields. [Source: VWO, 2021]
  20. 43.6% of companies don’t use a test prioritization framework. (CXL, 2020)
  21. Only 14% of professional marketing tools utilize A/B testing and similar tools before rolling out a campaign. [Source: Statista, 2019]
  22. 71% of companies that experienced significant sales increase tested their landing pages before publishing. [Source: Econsultancy]
  23. One-third of Microsoft’s experiments yielded positive results, while one-third generated neutral results, and one-third got negative outcomes. [Source: businessinsider, 2020]
  24. Dell reported a 300% increase in conversion rate from A/B testing. [Source: 99firms]
  25. Bing reportedly conducts upwards of 1,000 A/B tests monthly. [Source: marketingmag, 2020]
  26. In Europe, only 20% conduct A/B tests on their email. [Source: 99firms]
  27. 39% of businesses use AB test on email subject lines (39%), content (37%), date and time (36%) and preheaders (23%) [Source: Litmus, 2018]
  28. A/B testing is mostly used for websites (77%), landing pages (60%), email (59%), and paid search (58%). [Source: Econsultancy, 2017]


A/B testing is more than a tool; it's a dynamic process that empowers you to fine-tune your strategies, enhance user experiences, and ultimately drive success. So, as you implement A/B testing into your decision-making, approach it with a comprehensive mindset. Combine the statistical findings with qualitative feedback.

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