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The state of A/B testing in 2025
SMBs are winning with A/B testing—but limited resources, slow turnarounds, and complex tools limit how often they can optimize.
2025 research report
Research conducted in partnership with Ascend2
What’s getting in the way of better testing
A/B testing is one of the most cost-effective ways to drive incremental gains—yet 51% of teams say they lack the resources to make it happen.
Why optimization still feels out of reach for SMBs
Few start where the biggest wins are
56% rank conversion rate optimization as their top A/B testing goal, yet only 32% test their landing pages—missing the highest-impact opportunities.
Most aren’t testing often enough
Only 1 in 5 SMBs test monthly or more. Limited resources, risk aversion, and clunky tools make it hard to build the momentum that drives real gains.
Manual methods are slowing them down
56% still run tests manually in web analytics tools—adding extra work, draining resources, and reducing testing speed.
Get A/B testing insights from hundreds of SMBs
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Your guide to smarter, simpler A/B testing
Data from hundreds of SMBs reveals the biggest blockers to optimization—and how to move past them.
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