Foto de luces por Joshua Sortino

Have you ever wondered what you should change on your website to improve conversion? Design, images, headlines, texts, menus, buttons, product prices? Have you tried to improve your marketing strategy with A/B testing? Do your A/B test results match your expectations?

Today we want to share some interesting A/B testing stats and facts to convince you it’s worth trying this tool to improve your business results.

On the one hand, I will discuss some global data commented on several publications and, on the other, some data extracted from the tests performed by our Nelio A/B Testing users.

General A/B Testing Statistics

  • In 2022, the global A/B testing software market was worth $1.1 billion.
  • By 2032, the global market for A/B testing software is projected to be worth $3.4 billion.
  • The global A/B testing software market is expected to grow at a CAGR of 11.35 between 2022 and 2032.
  • By 2032, the US market for A/B testing software is forecast to reach $1.2 billion.
Source: Future Marketing Insights

The global market for A/B Testing software has been valued at USD 1.1 billion in 2022 and is expected to reach USD 3.4 billion by 2032, with a CAGR of 11.6% between 2022 and 2032.

In the United States, a growth rate similar to that of the global market is expected, reaching a value of USD 1.2 billion in 2032. We see that, according to Future Marketing Insights, 35% of the global market share of A/Tests B is centered in the United States.

Let’s see the general statistics of Nelio A/B Testing users:

  • Nelio A/B Testing is a tool with customers in more than 60 countries
  • 55.2% of Nelio A/B Testing’s sales volume comes from clients in the United States.
  • More than 75% of Nelio A/B Testing’s sales volume is from customers in the United States, United Kingdom, Canada, Germany and the Netherlands together.
Nelio A/B Testing Income by Country

A/B Test Usage Statistics

A/B testing is used by companies of all sizes in various industries. As complicated as it may seem to perform A/B testing of websites, it is very easy if you use some of the tools available on the market such as Nelio A/B Testing. Let’s take look at some published data on the general use of A/B testing:

77% of marketers use A/B testing on their websites and 60% on their landing pages.

Source: TrueList

68.2% of companies run fewer than four A/B tests each month.

Source: 99List

85% of companies prioritize call-to-action triggers for A/B testing.

Source: CLX

Let’s now see the use of A/B tests with Nelio A/B Testing. For these statistics, I have selected a sample of the last 5,000 tests performed with Nelio A/B Testing in 2022 by our users. Of these, for the statistical analysis, I have discarded those tests that have not reached the minimum of 100 pages under test.

As you may already know, with Nelio A/B Testing you can perform different types of A/B tests: pages, posts, custom content types, headlines, templates, themes, widgets, menus, CSS styles, WooCommerce product summary (and recently also WooCommerce bulk sales), and heatmap, scrollmap, and confetti map tests as well.

Selector of the type of test that you can create with Nelio A/B Testing

What are the ones that our users perform? Well, it’s interesting to notice that 19% of the tests performed with Nelio A/B Testing are heatmaps, scrollmaps, and confetti maps. These tests help our customers better understand their website visitors, as they can see what captures their interest. We see that the vast majority of heatmap tests have been done on home pages or other landing pages, although we also find heatmaps performed on product pages or checkout pages. What is the main goal? Well, to detect if customers are putting their focus on calls to action and, if not, create A/B tests to improve them.

Then, we have all the split tests our plugin is capable of running. The following graph shows the percentage volume of the different types of tests performed:

Types of tests created with Nelio A/B Testing

As you can see in the graph above, the most popular type of A/B test is the page test.

  • Almost 75% of the A/B tests performed with Nelio A/B testing are page tests.

Of the page tests, these are mainly performed on home pages, landing pages, product pages and checkout pages. In these pages, we can see that a wide variety of tests are performed, although the most common ones include testing different calls to action (the most frequent one), testing different headlines and texts, showing different images, changing the order of the sections, showing more or less details of the products, etc.

  • 9% of the A/B tests performed with Nelio A/B Testing are post tests.

The testing of posts focuses mainly on the effectiveness of the calls to action, whether buttons or banners, which are interspersed or displayed above, below or on the sides of the posts. In general, the best placement, design and text of these elements is analyzed.

  • 5% of the A/B tests performed with Nelio A/B Testing are custom post type tests.

In custom post type tests it is common to test styles and texts of calls to action or forms, for example, to increase course subscriptions, etc.

  • 2.5% of the A/B tests performed with Nelio A/B Testing are CSS style tests.

A/B testing of CSS styles is mainly done to test different styles and colors of texts and call-to-action buttons.

  • Nearly 2% of A/B tests performed with Nelio A/B Testing are WooCommerce product summary tests.

The objective of these tests is none other than to analyze which changes in title, text, image and/or price of the products give you the best performance.

  • 1.7% of the A/B tests performed with Nelio A/B Testing are navigation menu tests.

Whether it is a main menu or a secondary menu, menu tests are useful to see with which texts users click the most on the different available menu options.

  • 1.7% of the A/B tests performed with Nelio A/B Testing are theme tests.

Theme A/B testing allows you to test two completely different themes, as well as small variations of your child themes.

  • 1.5% of the A/B tests performed with Nelio A/B Testing are headline tests.

The purpose of headline A/B testing is to test different headlines (title, featured image, and excerpt) of your posts and seeing which one is most attractive to readers when displayed anywhere on the website.

  • 1% of the A/B tests performed with Nelio A/B Testing are template tests.

These tests aim to change the style and layout of a set of pages and see which one gets you a better conversion.

About the frequency of tests:

  • On each website, less than 70% run more than 3 tests per month, but some customers run more than 40 A/B tests on the same website per month.

Customers who create a large number of tests are customers who have many landing pages and/or high volume of traffic with which they can get results very quickly.

Statistics of A/B Test Results

Gathering data on A/B test results statistics, we found:

Only one in 8 tests obtains positive results.

Source: Finances Online

70% of businesses saw increased sales from A/B testing landing pages before launch.

Source: 99Firms

Improving UX design through testing can increase your conversion rate by 400%.

Source: Intechnic

With Nelio A/B Testing, from the aforementioned data sample, in the following graph we see the results obtained from all the tests with a minimum of 200 visits.

Results obtained from A/B tests with Nelio A/B Testing
  • 33% of the tests executed with Nelio A/B Testing found a winning variant.
  • In 11% of the tests run with Nelio A/B Testing, the control variant won.
  • In more than 50% of the tests executed with Nelio A/B Testing, a tie was obtained between the control variant and the alternatives.

As you can see, in half of the tests, surely the changes that made were probably not significant enough to have an impact on conversion. Our recommendation is to look for more radical changes to obtain more effective results.

On the tests that have obtained a variant as a winner, we found all types and with the same proportionality as the tests performed. That is, there is no particular type of test that stands out for obtaining better results than other types.

Nelio A/B Testing

Native Tests for WordPress

Use your WordPress page editor to create variants and run powerful tests with just a few clicks. No coding skills required.


The results obtained with the A/B tests satisfy the investment made. If you are still wondering whether A/B testing is worthwhile, here is one of the comments recently sent to us by one of our clients:

We have done several tests with clients who increased their income by at least 1,000 / 2,000 euros per month; your price does not capture all the value provided to our customers.

When you get more than 30% of the A/B tests that you perform to have a winning variant, the benefit of increased conversion more than offsets the cost of using a tool like Nelio A/B Testing.

But not only that. For all those tests in which the winning version turns out to be the one you already had, you will also have saved yourself the money of making changes to your website that would only have been detrimental to it.

Featured image by Joshua Sortino on Unsplash.

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