B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
80%
80% -- share of tests showing no positive effect for enterprise A/B testing programs (2026)
Even at the world's best companies, 80-90% of tests show no positive effect.
- Reported as a range of 80-90% rather than a single point estimate
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
80%
Unit
Percentage
Data Vintage
2026
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.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
Attributed to Ron Kohavi (Microsoft/Amazon experimentation); range 80-90%, midpoint used
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
enterprise A/B testing programs: 80% share of tests showing no positive effect. Source: kirro.io (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/ab-tests-no-positive-effect-kohavi
HTML Embed
<blockquote cite="https://lighthousedata.io/data/ab-tests-no-positive-effect-kohavi" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>80%</strong> -- share of tests showing no positive effect for enterprise A/B testing programs<br><small>Source: kirro.io (2026) · <a href="https://lighthousedata.io/data/ab-tests-no-positive-effect-kohavi" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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