state-of-experimentation May 1, 2026 14 min read
Inside 200+ A/B Tests: What Two Years of CRO at Scale Actually Looks Like
An anonymized analysis of 200+ A/B tests run across an enterprise CRO program. The aggregate data contradicts most published CRO advice — only 2% of tests reach traditional statistical significance, single-device tests outperform "combined" tests by 3×, and 89% of testing budget targets acquisition while retention is starved.
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