The dataset originates from the book "Practical Statistics for Data Scientists" by Peter Bruce, Andrew Bruce, and Peter Gedeck.

Context:

A company selling a high-value service wants to determine which of two web presentations is more effective at selling. Due to the high value and infrequent nature of the sales, as well as the lengthy sales cycle, it would take too long to accumulate enough sales data to identify the superior presentation. Therefore, the company uses a proxy variable to measure effectiveness.

A proxy variable stands in for the true variable of interest, which may be unavailable, too costly, or too time-consuming to measure directly. In this case, the proxy variable is the amount of time users spend on a detailed interior page that describes the service.

Content:

The dataset includes a total of 36 sessions across the two web presentations: 21 sessions for page A and 15 sessions for page B. The goal is to determine if users spend more time on page B compared to page A. If users spend more time on page B, it would suggest that page B is more effective at engaging potential customers, and therefore, does a better selling job.

The time is expressed in hundredths of seconds. For example, a value of 0.1 indicates 10 seconds, and a value of 2.53 indicates 253 seconds.

According to a study conducted in 2023 among the most popular Android mobile apps available on the Google Play Store in the United States, 40 percent of apps conducted two or more A/B testings in the past year on the screenshots they displayed. A/B testings, also called as split testings, were not a popular App Store Optimization practice for testing what icons, videos, and feature graphics were more effective in onboarding users on the Google Play Store.

A/B Testing Software Market Outlook

The global A/B Testing Software market size was valued at approximately USD 1.2 billion in 2023 and is projected to reach USD 4.5 billion by 2032, growing at a Compound Annual Growth Rate (CAGR) of around 15.8% during the forecast period. The significant growth factor contributing to this market is the escalating need for data-driven decision-making processes across various industries, which has led to an increased adoption of A/B testing software to optimize user experiences and improve conversion rates.

The surge in digital transformation initiatives is a major growth driver for the A/B Testing Software market. As enterprises increasingly shift their operations online, the need to enhance digital customer experiences becomes paramount. A/B testing software plays a critical role in enabling businesses to experiment with different versions of web pages, mobile apps, and email campaigns to determine which variations perform better, thereby facilitating data-driven decisions that can lead to higher conversion rates and improved ROI.

Another significant growth factor is the rising adoption of A/B testing in the e-commerce sector. Online retailers are continuously striving to optimize their websites and applications to improve user engagement and sales. A/B testing software offers these retailers the ability to test different elements such as product displays, call-to-action buttons, and checkout processes, helping them identify the most effective strategies to increase customer retention and sales. The growing competition in the e-commerce market further fuels the demand for advanced A/B testing solutions.

Moreover, advancements in artificial intelligence (AI) and machine learning (ML) are propelling the A/B Testing Software market. AI and ML algorithms can analyze vast amounts of data generated from A/B tests, providing deeper insights and more accurate predictions of user behavior. This technological enhancement not only makes A/B testing more efficient but also allows for more complex and nuanced experiments, ultimately leading to better optimization outcomes. Companies that leverage these advanced technologies in their A/B testing processes gain a significant competitive edge.

In the realm of digital transformation, Ai Price Optimization emerges as a pivotal tool for businesses looking to maximize their revenue streams. By leveraging advanced algorithms and data analytics, Ai Price Optimization enables companies to dynamically adjust their pricing strategies based on real-time market conditions, consumer behavior, and competitive pricing. This approach not only helps in achieving optimal pricing but also enhances customer satisfaction by offering prices that are perceived as fair and competitive. As businesses increasingly adopt digital solutions to stay ahead in the competitive landscape, the integration of Ai Price Optimization with A/B testing software can provide a comprehensive strategy for optimizing both pricing and user experiences. This synergy allows businesses to test various pricing models and their impact on conversion rates, ultimately leading to more informed and effective pricing decisions.

Component Analysis

The A/B Testing Software market is categorized into two main components: Software and Services. The software segment leads the market, driven by the increasing demand for sophisticated testing tools that offer robust analytics and reporting capabilities. These tools enable businesses to conduct comprehensive tests on websites, mobile apps, and email campaigns, providing actionable insights that drive optimization strategies. The software is continually evolving, integrating features like multivariate testing and AI-driven analytics, which enhance its utility and effectiveness.

Within the software segment, cloud-based solutions are gaining remarkable traction due to their scalability, flexibility, and cost-efficiency. Cloud-based A/B testing software allows organizations to conduct tests without the need for significant upfront investments in infrastructure. This accessibility is particularly advantageous for small and medium enterprises (SMEs) that may have limited IT resources. Additionally, cloud solutions offer seamless integration with other digital marketing tools, further enhancing their appeal.

The services segment encompasses consulting, implementation, and support services, which are crucial for the successful deployment and operation of

Introduction

A/B Testing Statistics: A/B analysis, or split analysis, remains an important strategy for all businesses that want to optimize their marketing, user experience, and product results. Organizations can compare two alternatives, such as a webpage, an application feature, or a marketing campaign, and resolve which one is more effective based on the data collected.

In the year 2025, A/B Testing statistics are still expanding, and its usage is growing in many more industries for better returns on investments.

Newly released AB Testing Software Market analysis report by Future Market Insights reveals that global sales of AB Testing Software Market in 2023 are estimated at USD 1,211.3 million. With a 11.7% projected growth rate during 2023 to 2033, the market is expected to reach a valuation of USD 3,673.5 million by 2033.

Dataset

This dataset was created by Osuolale Emmanuel

Released under CC BY-SA 3.0

Contents

AB Testing Software Market size was valued at USD 716.94 Million in 2024 and is projected to reach USD 1727.5 Million by 2031, growing at a CAGR of 11.62% from 2024 to 2031.

Global AB Testing Software Market Overview

Running an A/B test that directly compares different variations against a current experience helps the user to be focused. It asks questions about the changes in the website or application to collect data on the impact of the changes to better the experience better. Web ranking depends a great deal on A/B testing, which is expected to propel the AB Testing Software globally. In addition, google supports and encourages A/B testing and it has stated that performing an A/B or multivariate test in no way carries any inherent risk to the website's search rank. A/B testing permits individuals as well as teams and companies to make careful and conscious changes for better user experiences while collecting data from the results.

It helps to create a better opinion about the user experience to help the programmer in the long run. The users' acknowledgments are the most prominent driver of the global AB Testing Software Market. Furthermore, another plus point of the software is the option to run different experiments. This software helps to kick off the experiments and awaits visitors to participate. Their interaction with each experience is counted, measured, and compared to determine each of the performances of the app or webpage to make the user experience better.

All of these factors are expected to bode well for the global AB Testing Software Market. However, AB Testing Software requires very expensive apparatus, which can result in a high initial setup cost. These factors are likely to restrict the use of AB Testing Software particularly in SME sectors. Also, fluctuating prices of raw materials may slow down the growth of the market.

A/B testing has long been hailed as the cornerstone of data-driven decision-making. But in our 15 years specializing in conversion rate optimization, we have seen the sentiment around A/B testing go from curious to exuberant to even frustrated at some organizations. There is a changing attitude towards the once-celebrated practice, and many businesses are entering […]

A/B Testing Tools Market Outlook

The global A/B Testing Tools market size was estimated at USD 0.8 billion in 2023 and is projected to reach USD 2.3 billion by 2032, growing at a CAGR of 12.5% during the forecast period. This robust growth is driven by the increasing demand for data-driven decision-making and optimization of digital experiences across various industries.

One of the primary growth factors for the A/B Testing Tools market is the surge in digital transformation across multiple sectors. With businesses increasingly moving their operations online, there is a heightened need to optimize user experiences on digital platforms. A/B testing tools enable organizations to make data-backed decisions, leading to improved customer satisfaction and higher conversion rates. Companies are keen to leverage these tools to gain a competitive edge in the crowded digital marketplace.

Another significant growth driver is the rapid adoption of mobile devices and applications. As mobile traffic continues to overtake desktop traffic, businesses are focusing more on optimizing their mobile platforms. A/B testing tools designed for mobile optimization allow organizations to experiment with different user interfaces and functionalities, ensuring a seamless and engaging experience for mobile users. This focus on mobile optimization is expected to propel the market further.

The growing emphasis on personalized marketing is also fueling the demand for A/B testing tools. Personalized marketing strategies, which involve tailoring content and offers to individual user preferences, have proven to be highly effective. A/B testing tools allow marketers to test various personalization strategies to determine the most effective ones. This capability is driving higher adoption rates, particularly in industries like retail and e-commerce where personalized user experiences are critical for success.

In terms of regional outlook, North America is expected to dominate the A/B Testing Tools market during the forecast period. The region's strong technological infrastructure, coupled with the early adoption of advanced digital marketing tools, supports this dominance. Additionally, the presence of major market players and high investment in R&D activities further bolster market growth in this region. However, the Asia Pacific region is anticipated to exhibit the highest CAGR, driven by rapid digitalization and increasing internet penetration in countries like China and India.

Conversion Rate Optimization Software plays a pivotal role in enhancing the effectiveness of A/B testing tools by providing businesses with the ability to fine-tune their digital strategies. This software aids in analyzing user behavior and identifying key areas for improvement, allowing companies to implement changes that can significantly boost their conversion rates. By integrating Conversion Rate Optimization Software with A/B testing tools, businesses can gain deeper insights into customer preferences and tailor their digital experiences accordingly. This synergy not only improves user satisfaction but also drives higher engagement and revenue growth. As the digital landscape becomes increasingly competitive, leveraging such software becomes essential for businesses aiming to optimize their online presence and achieve their marketing objectives.

Component Analysis

The A/B Testing Tools market is segmented by component into software and services. The software segment holds a significant share of the market, driven by the increasing demand for comprehensive testing solutions that offer ease of use and integration with other digital marketing tools. Software solutions provide various functionalities such as split testing, multivariate testing, and funnel analysis, enabling businesses to conduct thorough and efficient experiments. The continuous advancements in software capabilities, including AI-driven analytics, are likely to further enhance the adoption of A/B testing software.

The services segment, although smaller compared to software, is gaining traction as businesses seek expert consulting and implementation support. Service providers offer a range of services including strategy development, test implementation, and result analysis. These services are particularly valuable for organizations that lack in-house expertise in A/B testing. Additionally, ongoing support and training services ensure that businesses can effectively utilize

The global AB Testing Technology market is anticipated to grow significantly over the forecast period of 2025-2033, reaching a valuation of million by 2033, expanding at a CAGR of 11.1%. The market is driven by the increasing adoption of digital technologies across industries, as well as the growing need for data-driven insights to optimize marketing campaigns. Major factors contributing to the market growth include the rising demand for personalized user experiences, the proliferation of mobile devices and applications, and the increasing adoption of cloud-based solutions. The market is segmented by application (large enterprises, SMEs), type (web-based, mobile-based, full-stack), and region (North America, Europe, Asia Pacific, Middle East & Africa, South America). Key players in the market include Optimizely, VWO, AB Tasty, and Instapage, among others.

This dataset is designed for A/B testing, a method commonly used in statistics and data science to compare two versions of a single variable. The goal is to determine which version performs better. This set serves as a practical case study to showcase A/B testing.

All credits goes to: Tatev Karen Aslanyan and Lunar Tech.

More from Tatev and Lunar Tech: https://lunartech.ai/

https://github.com/TatevKaren/CaseStudies/tree/main/AB%20Testing

COMPLETE GUIDE TO A/B TESTING: https://news.lunartech.ai/simple-and-complet-guide-to-a-b-testing-c34154d0ce5a

This dataset represents survey responses from one of two versions of a survey about driveway and train-related safety for pedestrians. The survey was hosted on the teaching.statistics-is-awesome.org website. The dataset contains responses from 12 June 2016 to 7 May 2024. All the responses to the "positive music" are in the positive sheet (n = 1071). All the responses to the "negative music" are in the negative sheet (n = 1120). Respondents were informed that their data (responses) would be shared.

In a survey concluded in March 2020, among marketers in the United States, respondents were asked about the type of tools they used to execute personalization across their channels. According to the findings, 67 percent of survey participants were using e-mail marketing solutions and the same share used an A/B testing tool. Some 30 percent of marketers indicated using a customer data platform (CDP).

A/B Testing Technology Market Outlook

The global A/B Testing Technology market size was valued at approximately USD 900 million in 2023 and is projected to reach around USD 2.5 billion by 2032, growing at a Compound Annual Growth Rate (CAGR) of 12.1% during the forecast period. This growth is primarily driven by the increasing adoption of data-driven decision-making processes across various industries to enhance user experience and optimize business outcomes.

One of the key drivers of the A/B Testing Technology market is the escalating need for personalized user experiences. Businesses are increasingly focusing on delivering tailored experiences to their customers to stay competitive. A/B testing enables companies to experiment with different variants of web pages, mobile apps, or other digital platforms to determine which version yields the best performance. This drive for personalization is particularly pronounced in sectors like e-commerce and media, where user engagement and satisfaction directly impact revenue.

Another growth factor is the rapid digital transformation across various industries. Organizations are investing heavily in digital strategies to improve operational efficiency and customer engagement. The need to validate these digital strategies through robust testing mechanisms is fueling the demand for A/B testing solutions. The ability to make data-backed decisions helps businesses reduce risks associated with new implementations and ensures higher returns on investment.

The proliferation of mobile devices and applications is also augmenting the growth of the A/B Testing Technology market. With the increasing usage of smartphones and mobile internet, businesses are focusing on optimizing mobile user experiences. A/B testing tools are being extensively used to enhance mobile app performance, user interface design, and overall user satisfaction. This trend is expected to continue as mobile penetration increases globally.

Regionally, North America holds the largest share of the A/B Testing Technology market, driven by the presence of major technology companies and a high adoption rate of advanced testing solutions. The region's emphasis on technological innovation and customer-centric approaches further propels market growth. Meanwhile, the Asia Pacific region is expected to witness significant growth during the forecast period, attributable to the rapid digitalization efforts and increasing e-commerce activities in countries like China and India.

In the context of optimizing digital experiences, Product Optimization Tools play a crucial role in enhancing the effectiveness of A/B testing strategies. These tools are designed to streamline the process of testing and refining various product features, ensuring that businesses can deliver the most engaging and efficient user experiences. By integrating Product Optimization Tools into their A/B testing frameworks, companies can gain deeper insights into user behavior, allowing for more targeted and impactful optimizations. This integration not only improves the accuracy of test results but also accelerates the overall optimization cycle, enabling businesses to respond swiftly to market demands and consumer preferences.

Component Analysis

The A/B Testing Technology market is segmented by component into software and services. The software segment dominates the market, owing to the extensive use of A/B testing tools and platforms that offer various functionalities such as test creation, implementation, and result analysis. These software solutions are designed to be user-friendly, allowing businesses to perform tests without requiring extensive technical expertise. This ease of use is a significant factor driving the adoption of A/B testing software.

In addition, advancements in software capabilities, such as real-time data analysis and integration with other marketing tools, are enhancing the value proposition of A/B testing solutions. For instance, many A/B testing platforms now offer AI-driven recommendations, automated test setups, and multivariate testing capabilities. These advancements enable more sophisticated and efficient testing processes, thereby attracting more users to adopt these tools.

On the other hand, the services segment, which includes consulting, training, and support services, is also growing steadily. As businesses increasingly recognize the importance of A/B testing, they

Market Size and Dynamics: The global AB testing tools market is projected to reach a value of $780.5 million by 2033, growing at a CAGR of 11.1% from 2025 to 2033. This growth is primarily driven by the increasing adoption of digital marketing and personalization techniques to improve customer experience and engagement. The market is expected to witness significant growth in the Asia Pacific region due to the rapidly expanding e-commerce sector and the adoption of advanced marketing technologies in key markets such as China and India. Segmentation and Competitive Landscape: The AB testing tools market is segmented based on application (large enterprises, SMEs) and type (web-based, mobile-based, full stack). Optimizely, VWO, AB Tasty, and Instapage are among the leading players in the market. These companies offer a range of tools and services to help businesses conduct A/B tests and optimize their marketing campaigns. The market is highly competitive, with both established and emerging players vying for market share. Key growth strategies include product innovation, strategic partnerships, and acquisitions.

The global split testing tools market is experiencing robust growth, driven by the increasing need for businesses to optimize their websites and online campaigns for enhanced conversion rates and user engagement. The market, estimated at $2 billion in 2025, is projected to maintain a healthy Compound Annual Growth Rate (CAGR) of 15% through 2033, reaching approximately $6 billion. This growth is fueled by several key factors, including the rising adoption of e-commerce, the proliferation of mobile devices, and the increasing sophistication of digital marketing strategies. Businesses are realizing that A/B testing and multivariate testing, core functionalities of split testing tools, are crucial for data-driven decision-making and maximizing ROI on their digital investments. The demand for personalization, another key trend, is driving the adoption of more advanced tools capable of delivering tailored experiences to individual users. Several segments contribute to this market growth. The enterprise segment holds a significant share, driven by large companies' need for comprehensive analytics and advanced features. However, the small and medium-sized business (SMB) segment is also expanding rapidly, as these businesses become increasingly aware of the benefits of data-driven optimization. Geographically, North America currently dominates the market due to early adoption and advanced digital infrastructure, but regions like Asia-Pacific are expected to show strong growth in the coming years driven by increasing internet penetration and digitalization. Competitive pressures are intensifying, with established players like Optimizely, VWO, and Adobe competing with emerging innovative solutions, leading to continuous improvements in tool functionality and affordability. However, challenges remain, including the complexity of implementing and interpreting A/B testing results, and the need for businesses to develop robust analytical capabilities to fully leverage the power of these tools.

Vanguard is an investment management company, providing a variety of financial services. The question to address related to the user experience of its online platform, and whether a newly designed user interface will enhance completion rates for client transactions. The dataset uses the following key performance indicators (KPIs): a) user engagement scores b) task completion rates and c) user survey feedback.

The A/B Testing Technology market has become an essential facet of optimizing user experiences and driving performance across various industries, especially in digital marketing and e-commerce. A/B testing, or split testing, allows businesses to compare two versions of a webpage, app, or other user experiences to de

The right tool for the right job. It’s a principle that applies everywhere, from construction sites to surgical suites, yet for digital product development, many teams are singularly focused on A/B testing. Don’t get me wrong, A/B testing is incredibly powerful. It’s the gold standard for high-stakes, high-traffic decisions where statistical significance matters most. But […]

The global AB Testing market in 2019 was approximately USD 570 million. The market is expected to grow at a CAGR of 9% and is anticipated to reach around USD 1040 million by 2026.