B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
31%
31% -- confident experiment share for Jakob Nielsen A/B test analysis (2025)
Jakob Nielsen analyzed 74 A/B tests and found that 31% produced confident results.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
31%
Unit
Percentage
Data Vintage
2025
Entity
Sample Size
74
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
Jakob Nielsen (Nielsen Norman Group)
Primary
Tier B
https://kirro.io/how-to-design-a-marketing-experiment ↗
Source Article
How to design a marketing experiment in 7 steps
To design a marketing experiment: start with a business question, write a hypothesis you can be wrong about, pick one metric, figure out how many visitors you need, set up one change, let it run without peeking, and read the results honestly.
Seven steps. That’s the short version. The longer version…
Original Research
Jakob Nielsen (Nielsen Norman Group)
· Original study ↗
Methodology
Analysis of 74 A/B tests
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Jakob Nielsen A/B test analysis: 31% confident experiment share. Source: Jakob Nielsen (Nielsen Norman Group) (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/nielsen-ab-tests-confident-31pct
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<blockquote cite="https://lighthousedata.io/data/nielsen-ab-tests-confident-31pct" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>31%</strong> -- confident experiment share for Jakob Nielsen A/B test analysis<br><small>Source: Jakob Nielsen (Nielsen Norman Group) (2025) · <a href="https://lighthousedata.io/data/nielsen-ab-tests-confident-31pct" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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