B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
80%
80% -- ab test no positive effect rate for large enterprise experimentation programs (Microsoft, Amazon) (2026)
Even at the world's best companies, 80-90% 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
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
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Ron Kohavi
Primary
Tier B
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
Ron Kohavi
· Original study ↗
Methodology
Statement by Ron Kohavi (ex-Microsoft/Amazon experimentation lead); range 80-90%, midpoint used
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
large enterprise experimentation programs (Microsoft, Amazon): 80% ab test no positive effect rate. Source: Ron Kohavi (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/kohavi-tests-no-positive-effect
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<blockquote cite="https://lighthousedata.io/data/kohavi-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> -- ab test no positive effect rate for large enterprise experimentation programs (Microsoft, Amazon)<br><small>Source: Ron Kohavi (2026) · <a href="https://lighthousedata.io/data/kohavi-tests-no-positive-effect" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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