# How Many Companies Are Detectably A/B Testing, And Across How Many Experiments?

Source: Lazyweb Research
Published: 2026-07-07
Sample size: n=4814
Tags: experiments, mobile, web, paywall, saas
HTML: https://www.lazyweb.com/research/how-many-companies-ab-test-and-how-often
Markdown: https://www.lazyweb.com/research/how-many-companies-ab-test-and-how-often.md

**Answer.** Lazyweb Research detected 4,814 before/after UI experiments across 362 distinct companies within its ~800 tracked-apps corpus [1][2]. Of those, 2,160 area-level annotations cover 1,126 experiments, and the activity is overwhelmingly mobile: 4,449 experiments (92.4%) are mobile versus 365 (7.6%) web [1][3]. Testing is broad but uneven — 362 of ~809 tracked apps show at least one detected experiment [2].

> Lazyweb Research detected 4,814 UI experiments across 362 companies, 92.4% of them on mobile — July 2026.

## The finding: broad, mobile-dominated activity

The corpus contains 4,814 detected before/after UI experiments across 362 distinct companies [1][2]. Area-level analysis covers a subset: 2,160 annotations over 1,126 experiments [1]. The platform split is lopsided — 4,449 experiments (92.4%) are mobile and 365 (7.6%) are web [3]. So the dataset is primarily a picture of mobile-app experimentation, with web as a thin supplement [3].

## The headline denominators

The numbers that anchor every cut in this family [1][2][3]:

| Measure | Value |
|---------|-------|
| Detected experiments | 4,814 |
| Companies with >=1 experiment | 362 |
| Area annotations | 2,160 |
| Annotated experiments | 1,126 |
| Mobile experiments | 4,449 (92.4%) |
| Web experiments | 365 (7.6%) |
| Paywall CTA experiments | 795 |

Within annotations, 1,280 are mobile (147 companies) and 880 are web (106 companies) [4].

## How to apply it

Use these denominators to weight everything else in this family: percentage cuts are honest only against the annotated subset (2,160), and web percentages are unreliable given just 365 web experiments [1][3]. When you cite an area or category share, state the base — e.g. 'of 2,160 annotated experiments' — so the reader knows it isn't drawn from tens of thousands of tests [1].

## Caveats

Every experiment is an observed before/after screenshot pair with LLM-inferred rationale, not a measured A/B result [5]. The ~800-app corpus is not a census of all apps, so 'how many companies test' means how many show detectable changes on tracked surfaces [2][5]. Web is thin and gets absolute-count treatment [3].

## The numbers

| Stat | Computed from |
| --- | --- |
| 4,814 detected experiments; 2,160 area annotations; 1,126 annotated experiments; 795 paywall CTA experiments | totals |
| 362 distinct companies with >=1 detected experiment, out of ~809 tracked apps | companies_with_experiments |
| Mobile 4,449 (92.4%) / web 365 (7.6%) of 4,814 detected experiments | platform_split_experiments |
| Annotations: 1,280 mobile (147 companies) / 880 web (106 companies) | platform_split_annotations |
| All experiments are observed before/after screenshots with LLM-inferred rationale, not measured A/B results | universe; smallSampleWarnings |

## Methodology

Universe is 4,814 detected before/after UI experiments across 362 companies within the ~800 tracked-apps corpus, with 2,160 area annotations over 1,126 experiments. All are LLM-detected observations, July 2026, not measured A/B results; web is thin.

## Sources & citations

- [1] Lazyweb Research analysis of 4,814 detected experiments (~800 tracked apps), July 2026. Headline denominators: experiments, annotations, annotated experiments, paywall CTA subset.
- [2] Lazyweb Research analysis of 362 companies with detected experiments (~800 tracked apps), July 2026. Distinct companies with >=1 detected experiment out of ~809 tracked apps.
- [3] Lazyweb Research analysis of platform split (~800 tracked apps), July 2026. Mobile vs web experiment counts.
- [4] Lazyweb Research analysis of annotation platform split (~800 tracked apps), July 2026. Mobile/web annotation and company counts.
- [5] Lazyweb Research methodology note (~800 tracked apps), July 2026. Experiments are observations, not measured A/B results.

## Related questions

- [Web Vs Mobile: Which Page Areas Do Companies A/B Test On Each?](https://www.lazyweb.com/research/web-vs-mobile-which-page-areas-get-tested)
- [Which Companies Run The Most Detected A/B Tests Across Page Areas?](https://www.lazyweb.com/research/which-companies-run-the-most-ab-tests)
- [Which Page Areas Look Highest-Impact In Detected A/B Tests?](https://www.lazyweb.com/research/which-page-areas-highest-impact-experiments)