B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
80%
80% -- share of tests with no positive effect for Google and Bing (2025)
At Google and Bing, 80% to 90% of A/B tests show no positive effect.
- Reported as a range of 80-90%
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
80%
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
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Ron Kohavi
Primary
Tier B
https://kirro.io/landing-page-split-testing ↗
Source Article
How to split test landing pages (step-by-step playbook)
Landing page split testing means showing two versions of a page to different visitors, then keeping the version that converts better. Half your traffic sees the original. The other half sees the new version. The numbers pick the winner. (First, make sure you understand the difference between a landi…
Original Research
Ron Kohavi
· Original study ↗
Methodology
Ron Kohavi research across thousands of experiments; range 80-90%, midpoint used
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Google and Bing: 80% share of tests with no positive effect. Source: Ron Kohavi (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/google-bing-tests-no-positive-effect
HTML Embed
<blockquote cite="https://lighthousedata.io/data/google-bing-tests-no-positive-effect" 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 with no positive effect for Google and Bing<br><small>Source: Ron Kohavi (2025) · <a href="https://lighthousedata.io/data/google-bing-tests-no-positive-effect" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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