Marketers who work for SMBs say the top challenges they face with A/B-testing are a lack of resources and an inability to get statistically significant results because of too little traffic, according to recent research from Unbounce and Ascend2.
The report was based on data from a survey conducted in May 2025 among 261 marketers in the US who work for firms with 500 or fewer employees and whose firms conduct A/B-testing as part of their marketing efforts.
Some 51% of respondents say a lack of resources is a top problem they face with A/B-testing, and 49% say limited traffic for statistically significant results is a top problem.
Respondents say they use A/B-testing most often on email campaigns, their website, and paid social campaigns.
Some 54% of respondents say their firm's A/B-testing program has been somewhat successful in helping to achieve marketing objectives, and 42% say it has been very successful.
Some 51% of respondents say the adoption of AI-driven tools has somewhat improved their A/B-testing process, and 39% say it has significantly improved their process.
About the research: The report was based on data from a survey conducted in May 2025 among 261 marketers in the US who work for firms with 500 or fewer employees and whose firms conduct A/B-testing as part of their marketing efforts.
