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AUGUST 8, 2025 |
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Key stat: Some 46% of worldwide marketers say customer retention rates are the most important metric when evaluating A/B test results, per April 2025 data from Ascend2. |
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Beyond the chart: |
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Some 55% of marketers worldwide use web analytics tools in combination with manual testing for A/B testing, according to the Ascend2 data.
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56% of marketers worldwide say the top objective of A/B testing is to optimize marketing campaigns, per Ascend2. |
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Use this chart: |
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Marketers who use A/B tests can use this chart to prioritize the right metrics based on what top marketers are focusing on. If you're only measuring clicks or conversions, you might be missing the bigger picture. Start tying your test outcomes to customer lifetime value and repeat engagement. |
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Related EMARKETER reports: |
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EMARKETER has over 3,000 charts visualizing trends across digital advertising, ecommerce growth, Gen Z behavior, and more. See how clients use them to add credibility to strategy presentations, enhance pitch decks with market insights, and attract and engage prospects. |
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