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SMB -Marketeers in the B2B sector say that conversion speed optimization (CRO) is their top -a/b test priority in 2025, but a new report showed that most do not perform A/B tests to improve CRO.
The “State of A/B report report”From Unbounce found 56% of the SMB marketers in B2B CO CRO as their top test goal. However, only 32% perform A/B tests on their destination pages.
More than half (51%) of the marketers surveyed for the report mentions a lack of resources (time, budget or tools) as their best barrier for performing such tests.
The basic principles of CRO include sending advertisements to destination pages and testing those pages, but according to Unbounce, more than half of the B2B advertisements are still sending traffic to a homepage ..
The report showed that e -mail marketing and websites are the most tested channels, each quoted by 57% of marketers, followed by destination pages (32%) and mobile/SMS (31%), only 21% are applying an A/B tests to SEO -efforts on SEO efforts
This research was conducted by Ascend2 in collaboration with Unbounce. The report is based on data from 261 survey racks from small companies with 500 employees or less. All respondents represent companies that perform A/B tests.
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About the author
Mike Pastore spent almost three decades in B2B marketing, as an editor, writer and marketer. He wrote for the first time about marketing in 1998 for Internet.com (later Jupitermedia). He then worked with marketers at some of the best known brands in B2B Tech Creating Content for Marketing Campaigns at both Jupitermedia and Quinstreet. Before he came to Third through Media as the editorial director of the Marchech website, he led the question generation at B2B Media Company TechnologyAdvice.
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