B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
36.3%
36.3% -- share of ab tests producing winners for e-commerce brands (2026)
A study of 90+ e-commerce brands found that 36.3% of A/B tests produce winners.
- 22.1% of tests make things worse
- 41.6% of tests are inconclusive
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
36.3%
Unit
Percentage
Data Vintage
2026
Entity
Sample Size
90
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.io
Primary
Tier C
https://kirro.io/ab-testing-software ↗
Source Article
Best A/B Testing Software 2026: 13 Tools Compared | Kirro
Kirro, VWO, and Optimizely lead the pack for most teams. But the right A/B testing software depends on your traffic, budget, and willingness to tinker. What works for a 200-person company with a dedicated testing team is overkill for a solo founder with 30 minutes between meetings.
We’ve tested, use…
Original Research
kirro.io
· Original study ↗
Methodology
Study of 90+ e-commerce brands; range of outcomes reported (22.1% negative, 41.6% inconclusive)
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
e-commerce brands: 36.3% share of ab tests producing winners. Source: kirro.io (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/ab-test-winner-rate-ecommerce
HTML Embed
<blockquote cite="https://lighthousedata.io/data/ab-test-winner-rate-ecommerce" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>36.3%</strong> -- share of ab tests producing winners for e-commerce brands<br><small>Source: kirro.io (2026) · <a href="https://lighthousedata.io/data/ab-test-winner-rate-ecommerce" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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