B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
10%
10% -- ab test positive result rate for Google and Microsoft A/B testing programs (2025)
Only 10-20% of A/B tests conducted at Google and Microsoft produce positive results or clear wins.
- Reported as a range of 10-20%
- Original research/citation not directly provided in source
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
10%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Kirro
Primary
Tier C
https://kirro.io/ab-test-sample-size-formula ↗
Source Article
A/B Test Sample Size Formula, Explained With Examples
The A/B test sample size formula is:
n = (Zα/2 + Zβ)² × [p₁(1−p₁) + p₂(1−p₂)] / (p₁−p₂)²
If that looks like gibberish, you’re not alone. Most articles either throw this formula at you with zero explanation, or skip it and say “just use a calculator.”
This guide does both. We’ll break down every piec…
Original Research
Kirro
· Original study ↗
Methodology
Range of 10-20% reported; midpoint used. Original source of the figure not cited in the article.
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Google and Microsoft A/B testing programs: 10% ab test positive result rate. Source: Kirro (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/ab-test-positive-result-rate-google-microsoft
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<blockquote cite="https://lighthousedata.io/data/ab-test-positive-result-rate-google-microsoft" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>10%</strong> -- ab test positive result rate for Google and Microsoft A/B testing programs<br><small>Source: Kirro (2025) · <a href="https://lighthousedata.io/data/ab-test-positive-result-rate-google-microsoft" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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