A/B Testing Software market is expected to reach $1,151 million by 2025 at a CAGR of 11.6 % during the forecast period 2020-2025. This software testing allows individuals, teams, and companies to make careful changes to their user experiences while collecting data on the results. This allows them to construct hypotheses, and to learn better why certain elements of their experiences impact user behavior. Many companies have been investing heavily for development of this software. For instance, Optimizely raised $50 million to expand its A/B testing and experimentation platform. Hence these kinds of developments are analyzed to drive the market in forecast period 2020-2025.
The report: “A/B Testing Software Market – Forecast (2020-2025)”, by IndustryARC covers an in-depth analysis of the following segments of the A/B Testing Software market.
By Type: Web Based, Mobile Based, Full Stack
By Usage: Embedded in CRO, Standalone
By Use cases: web page Developers, marketing teams, others
By Support Services: Training, Consultation, integration, others
By features: Audience targeting, Funnel Analysis, Flexible reporting, Personalisation, Split URL testing, Visual editor others
By Enterprise: Large Enterprises, SMEs
By Geography: North America (U.S, Canada, Mexico), South America(Brazil, Argentina and others), Europe(Germany, UK, France, Italy, Spain, Russia and Others), APAC(China, Japan India, SK, Aus and Others), and RoW (Middle east and Africa)
- North America dominated the market by a market share of more than 39% in 2019, owing to the presence of developed economies such as U.S and Canada. Many companies in this region have been utilizing these platforms for improving operational efficiency.
- Web Based A/B testing is growing at a highest CAGR of 15.2% in the forecast period. As it offers more operational flexibility than other types
- A/B testing can help to examine the visitor and customer behaviour on the site before committing to major decisions and help to increase the chances of success.
- A/B Testing Software top 10 companies include VWO, Optimizely, Instapage, AB Tasty, Adobe, Dynamic Yield, Unbounce, Freshmarketer, Monetate, Kameleoon among others.
By Type- Segment Analysis
Web Based A/B testing is growing at a highest CAGR of 15.2% in the forecast period as it offers improved user engagement, Reduced bounce rates. It also offers numerous benefits, including reduced operational, simple deployment process, and higher scalability in terms of connected resources. Additionally, A/B testing helps in improving the e-commerce site experience by maximizing the value of existing users. More and more ecommerce companies are investing in optimization by establishing a program that helps to A/B test consistently and achieve wins that result in compounded lifts. Hence these advancements are analysed to drive the market growth in the forecast period 2020-2025.
By Enterprise - Segment Analysis
A/B testing in SMEs is growing at a CAGR of 15.8% in the forecast period. SMEs are using this testing platform to increase their efficiency. In 2019, Amazon has launched a new tool for running A/B tests on A+ content called Experiments Learning Center. The tool offers vendors a way to load two separate versions of content onto high-traffic ASINs. At the end of the experiment, Amazon offers to provide sales and predictive metrics. Many SMEs are utilizing the platform provided by Amazon to increase the efficiency. Hence these kinds of platforms are analyzed to drive the market in the forecast period 2020-2025.
By Geography - Segment Analysis
North America dominated the market by a market share of more than 39% in 2019, owing to the presence of developed economies such as U.S and Canada. Many companies in this region have been utilizing these platforms for improving operational efficiency. In 2019, According to Mailjet’s A/B testing statistics, 89% of US companies are conducting A/B testing with their email campaigns. Similarly several companies in US and Canada have been utilizing these platforms to increase their conversion rate. For instance, Dell increased their conversion rate by 300% through A/B testing. Similarly, SAP increased their conversion rate by 32.5% through A/B color testing on CTA. Hence these innovations have the potential to capture the opportunity of a significant market in the forecast period 2020-2025.
Drivers – A/B Testing Software Market
- Advancements and benefits of A/B Testing software
A/B testing permits individuals as well as teams and companies to make careful and conscious changes for better user experiences while collecting data from the results. It helps to create better opinion about the user experience to help the programmer in the long run. The users' acknowledgements are the most prominent driver of the global A/B testing software market. It is more than answering set questions or settling disagreements, which makes A/B testing imperative for bringing in continuous improvements to a given experience. It also focuses on single goals like conversion rate over time. Moreover this software helps to kick off the experiments and awaits visitors to participate. Their interaction with each experience is counted, measured, and compared to determine each of the performances of the app or webpage to make the user experience better. In addition, Google supports A/B testing by performing an A/B or multivariate test no way carries any inherent risk to the website's search rank. Hence these factors are expected to drive the market for global A/B testing software market.
- Reduced Risks of this software helps in assisting the market growth.
A/B testing can help to examine the visitor and customer behaviour on the site before committing to major decisions and help to increase the chances of success. In short, A/B testing helps to avoid unnecessary risks by allowing the target of resources for maximum effect and efficiency, which helps to increase ROI whether it be based on short-term conversions, long-term customer loyalty or other important metrics. Hence these reduced risks help companies to increase the chances of success and help in assisting the market growth in the forecast period 2020-2025.
Challenges – A/B Testing Software Market
- Lack of Awareness and Expensive tools
Although, A/B Software testing is growing a significant rate, the lack of awareness about the various features of these software tools and how they affect business values will hinder the market growth. According to Adobe, 82% of digital marketing respondents say that knowing how to test effectively poses a challenge for their organizations. Similarly, some of the A/B tests are complex owing to things such as flashing of original content, alignment, overwriting with code and integrations, and much more. These factors are anticipated to restrain the market growth during the forecast period.
Technology launches, acquisitions, Partnerships and R&D activities are key strategies adopted by players in the A/B Testing Software market. In 2019, the market of A/B Testing Software industry outlook has been fragmented by several companies. A/B Testing Software top 10 companies include VWO, Optimizely, Instapage, AB Tasty, Adobe, Dynamic Yield, Unbounce, Freshmarketer, Monetate, Kameleoon among others.
- In 2019 - Optimizely raised $50 million to expand its A/B testing and experimentation platform.