A/B testing benchmarks for E-commerce

14% of A/B tests on E-commerce sites beat their control. That is across 1,000+ tested variants, ranking 5 of 11 industries we can measure.

Within E-commerce the strongest change type we can measure is CTA copy at 17% on 50+ tests.

The numbers

Tested variants	1,000+
Beat control	14%
95% interval on that rate	12% to 15%
Median lift when it won	+15%

What works in E-commerce

change type	win rate in E-commerce	tests
CTA copy	17%	50+
Layout	16%	100+
Styling	16%	500+
Hero image	15%	50+
Body copy	14%	100+
Price framing	12%	50+
Split URL	11%	250+
Headline	8%	100+
Social proof	8%	50+

Only change types with at least 30 tests in this industry appear here. Rates across all industries are on the change type benchmarks.

How we know these are E-commerce sites

Industry is derived from the verified domain the Mida pixel actually fired on, not from what anyone told us at signup. That distinction matters: where we hold both, the self-reported industry and the verified one disagree 65% of the time. Domains the classifier could not place from their name were fetched and read directly, bringing coverage to 97.8% of tested variants.

Every industry we can measure

industry	win rate	variants
E-commerce (this page)	14%	1,000+
SaaS / Software	9%	500+
Professional Services	14%	250+
Finance & Insurance	16%	250+
Education	10%	250+
Health & Wellness	15%	250+
Media & Publishing	15%	100+
Marketplace	12%	100+
Travel & Hospitality	11%	100+
Healthcare	8%	100+
Nonprofit	15%	40 tests

Who ran these tests

This is every Mida account that ran a readable test — in-house marketers, founders, product teams, and agencies working on client sites. Nothing here is filtered by who ran the experiment or how experienced they are.

Low win rates are normal in experimentation, including at the top end. Microsoft's experimentation team, reporting on its own platform, found that only about one third of ideas improve the metric they were designed to improve — and that roughly another third actively hurt it. That is a dedicated experimentation organisation with research, prioritisation and review behind every test.

A mixed population like this one runs below that. The gap is roughly what disciplined practice buys you: ideas grounded in research rather than opinion, one variable at a time, and tests built so the result can actually be read.

So treat these as a general base rate, not a target. If you would rather not close that gap the slow way, find a CRO agency in the United States, the United Kingdom, the Netherlands or Australia — or browse every region.

A win is a variant that beat its control on that test's primary goal with a statistically significant result. Tests that never got enough traffic to say anything either way are excluded. The methodology has the full detail, including what these numbers cannot tell you.