Most-Used A/B testing by UK Companies (2026)
Detected A/B testing usage appears across 3,944 of 2,066,481 trading UK companies, with Trident AB taking the largest share at 69.5%.
Among 2,066,481 trading UK companies, 3,944 have a detectable A/B testing system. Trident AB accounts for 69.5% (2,741), ahead of VWO at 10.6% (417), Zoho PageSense at 6.6% (260), and Google Optimize at 6.3% (250).
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Usage is concentrated in smaller employers. Trident AB has the largest share in every headcount band: 70.0% of 2,642 companies under 10 employees, 70.3% of 1,131 companies with 10–50 employees, and 56.1% of 171 companies over 50 employees.
The remainder is spread across Optimizely at 3.8% (151), Convert Experiences at 2.3% (91), Varify at 1.8% (70), and AB Tasty at 1.4% (56). That leaves one system above two-thirds share, a second tier below 11%, and a short tail across 8 systems.
3,944
Companies with detected A/B testing
Of 2,066,481 UK companies
0.2%
Detection rate
2026
8
Systems detected
In this category
69.5%
Leader share
Trident AB
UK companies A/B testing market share
Share of the 3,944 UK companies with a detectable system. As of June 2026.
A/B testing compared
| System | UK companies | Share | Median headcount | London share | Typical profile |
|---|---|---|---|---|---|
| Trident AB | 2,750 | 69.7% | 6 | 20.4% | Six-headcount micro employers, largest share |
| VWO | 419 | 10.6% | 6 | 31.2% | Six-headcount micro employers, London-skewed |
| Zoho PageSense | 259 | 6.6% | 6 | 25% | Six-headcount micro employers, quarter London |
| Google Optimize | 251 | 6.4% | 5 | 28% | Five-headcount micro employers, London-skewed |
| Optimizely | 151 | 3.8% | — | — | Buy these companies as a spreadsheet → |
| Convert Experiences | 91 | 2.3% | — | — | Buy these companies as a spreadsheet → |
| Varify | 70 | 1.8% | — | — | Buy these companies as a spreadsheet → |
| AB Tasty | 56 | 1.4% | — | — | Buy these companies as a spreadsheet → |
Systems detected below the page threshold appear with counts only; their full lists are available in the Firmbase app.
Market leader by size
The leading A/B testing system shifts with company size: among UK companies with under 10 employees, Trident AB leads at 70% of the 2,642 with a detectable system; among UK companies with 10–50 employees, Trident AB leads at 70.3% of the 1,131 with a detectable system; and among UK companies with over 50 employees, Trident AB leads at 56.1% of the 171 with a detectable system.
Under 10 employees
70% of band
This is the largest band at 2,642 companies, mostly micro-employers. Trident AB accounts for 70.0%, with the rest split across smaller-share A/B testing systems.
10–50 employees
70.3% of band
The 10–50 employees band contains 1,131 companies. Trident AB has 70.3%, so small and mid-sized users still cluster around the same system.
Over 50 employees
56.1% of band
Only 171 companies with a detectable A/B testing system sit above 50 employees. Trident AB still has the largest share at 56.1%, but this band is less concentrated than the two smaller bands.
How A/B testing usage is detected
Company data
Detected companies are joined to UK Companies House records and XBRL accounts data. Revenue and headcount figures come from the most recent filed accounts; where the company has not filed, values are estimated using a model trained on filed history and peer benchmarks and are labelled as estimates.
Detection
Firmbase crawls the public website of actively-trading UK companies and fingerprints the technologies present: tracking scripts, embedded forms, chat widgets, CMS markers and similar signatures. A company is included in this list when one or more of the technology's signatures are found on its site; closely-related variants of the same product are grouped under one name. Detection covers what is visible on the public web — a company using the technology purely internally, with no website footprint, will not appear. Counts are therefore a conservative floor, not a ceiling.
Freshness
Websites are re-crawled on a rolling basis and the underlying company data is refreshed from Companies House continuously; filings appear within days of submission. The list and its statistics are regenerated when the detected cohort moves meaningfully. You can see the last-updated timestamp near the top of the page.
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UK companies by A/B testing
Related directories
Frequently asked questions
What is the most-used A/B testing among UK companies?
How many UK companies have a detectable A/B testing?
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