Split test ROI calculator
See what split testing is worth: extra revenue a month and a year from the tests you run, how often they win and how big wins are.
An estimate, not a promise. It assumes 3 tests a month, 20% of them winning by 10% on average, and that winners keep earning.
How it works
Most tests don't win. At Google and Bing only about 10 to 20% of experiments produce a positive result (Harvard Business Review, 2017). The value comes from running enough tests that the winners add up.
The calculator multiplies the revenue that flows through the pages you test by the lift of each winner, the share of tests that win, and the number of tests a month. Winners stack: each one lifts the new, higher baseline. It then subtracts what the testing costs you.
Keep your inputs honest. A 10% average lift on winners and a 20% win rate are reasonable starting points; if you've run tests before, use your own numbers.
Questions people ask
Is A/B testing worth it for a small business?+
It is when you test changes big enough for your traffic to detect and judge them on revenue. A few winning tests a year on a pricing or signup page can outweigh the cost of the tool many times over.
How many A/B tests win?+
Fewer than most people expect. Harvard Business Review reported that only about 10 to 20% of experiments at Google and Bing produce positive results, and about a third at Microsoft overall.
How do I prove what my tests earned?+
Keep a small holdout group on the original after a win and compare revenue per visitor between them. Outtest keeps 5% of visitors on the original for this.
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