B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
50.4%
50.4% -- share of ab tests statistically null for A/B testing programs (2026)
An analysis of 115 A/B tests found that 50.4% (58 tests) were statistically null.
- Based on a specific sample of 115 analyzed A/B tests
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
50.4%
Unit
Percentage
Data Vintage
2026
Entity
Sample Size
115
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
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
di-atomic.com
Primary
Tier B
https://di-atomic.com/blog/shipping-di-atomic-cro-optimizer ↗
Source Article
My best CRO win was +25%. The retest said minus 14%.
My best CRO win was +25%. The retest said minus 14%.
I ran a test on a quiz flow. It came back +25%. I wrote it down as a win, told the client, and moved on to the next fix.
Someone re-ran that same test later. The result was minus 14%.
Nothing had gone wrong with the tooling. The number was real th…
Original Research
di-atomic.com
· Original study ↗
Methodology
Analysis of 115 A/B test outcomes; 58 were statistically null
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
A/B testing programs: 50.4% share of ab tests statistically null. Source: di-atomic.com (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/ab-tests-statistically-null
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<blockquote cite="https://lighthousedata.io/data/ab-tests-statistically-null" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>50.4%</strong> -- share of ab tests statistically null for A/B testing programs<br><small>Source: di-atomic.com (2026) · <a href="https://lighthousedata.io/data/ab-tests-statistically-null" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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