According to a recent report by Unbounce and Ascend2, SMB marketers struggle with A/B-testing due to lack of resources and low traffic leading to insignificant results.
The survey, conducted in May 2025, included 261 marketers from US firms with 500 or fewer employees who use A/B-testing in their marketing efforts.
Respondents report using A/B-testing most often for email, website, and paid social campaigns, with 54% seeing some success and 42% seeing significant success in achieving marketing objectives.
... continue reading below
The Top Challenges SMB Marketers Face With A/B-Testing
Don't worry ... it's FREE!
When every channel claims credit, measurement breaks down. Discover three practical ways to audit attribution and MMM tools, verify causality, and make more confident marketing decisions. Read more.
Last-click attribution overlooks key interactions that influence B2B buying decisions. Explore other attribution models to understand how various channels contribute to conversions and ROI. Read more.
Marketers say the biggest roadblock they face with regard to getting the most value out of their data is disconnected platforms, according to recent research.
Organizations that have high confidence in their data are more likely to monitor data consistency, assess the timeliness of data, validate data formats, and have high visibility into data pipelines.
Marketers must show financial impact to win campaign approval. This guide explains how to model ROI, payback, and outcomes with credibility. Read more.
Discover how data-driven marketing boosts personalization, decision-making, and ROI with practical tips to get started. Read more.