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A/B testing is a method of comparing two versions of a webpage or app against each other to determine which one performs better. A/B testing is essentially an experiment where two or more variants of a page are shown to users at random, and statistical analysis is used to determine which variation performs better for a given conversion goal.

Running an A/B test that directly compares a variation against a current experience lets you ask focused questions about changes to your website or app and then collect data about the impact of that change. A/B testing can be used to test anything from simple changes like button color to more complex changes like redesigns.

By running an A/B test, you can make informed decisions about what changes to make to your website or app based on data rather than guesswork.

General AB Testing Statistics and Facts

Only one out of every eight AB tests will be successful.
More than $1 billion is expected to be spent on AB testing by 2025.
7 percent of businesses believe AB testing is too complicated to implement.
When it comes to increasing conversions, AB testing is the most useful tool after analytics.
The call-to-action button is the focus of 85 percent of all AB tests.
For a study to be reliable, it typically requires at least 25,000 visitors or users.

Businesses and AB Testing Statistics

AB testing is used by three out of every four businesses.
AB testing is used by 60% of companies to improve their website’s landing page.
Marketing emails to customers are AB tested by only 59 percent of companies out of the total.
Finding the time to carry out an AB test is one of the most difficult challenges that businesses face (52 percent).
43 percent of businesses don’t AB test because they don’t have the right tools, and 28 percent say they don’t have experts who are knowledgeable enough to help.

AB Testing Examples Statistics

Microsoft Bing’s annual revenue rises between 10% and 25% thanks to AB testing.
For the first time, in 2000, Google conducted an AB test to determine the optimal number of search results to display on its results page.
Due to changes in AB testing, the Obama campaign was able to raise more than $75 million.
Every year, Google, Amazon, Facebook, and conduct around 10,000 experiments in order to improve their products.
After conducting AB tests, Dell Computers saw a 300% increase in conversions.
The landing page for Marion University was subjected to AB testing, and the results showed a 264% increase in conversion rates.

The Importance of AB Testing Statistics

A 400% increase in conversion rates can be achieved through AB testing by improving the user experience.
AB testing is used by half of the companies to improve conversion rates.
In AB tests, emails with a clear subject line increased response or interaction rates by 541%.


Although AB testing requires a significant time and financial commitment, it is an essential concept with enormous benefits. If you plan on growing your business, then it’s time to incorporate AB testing into your marketing process!


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