The State of Experimentation 2026: Maturity Benchmarks and Feature Experimentation Trends

Knowing where your program stands is the first step to growing it in 2026.

Most teams already run A/B tests. Leadership signs off on the budget, the tools are in place, and results land on a dashboard every week. Yet two questions keep coming up in planning meetings: how good is our program compared to everyone else’s, and what should we test next?

Answering both without a benchmark is like training for a race without a stopwatch. You know you’re running, but you can’t tell if you’re getting any faster.

That’s why we surveyed 108 organizations across 21 industries and studied where digital brands focus their feature experiments. The result is a two-sided view of experimentation in 2026: how teams are set up to test, and where their tests actually go.

In this report, we look at what separates mature programs from the rest, where the biggest testing opportunities still sit, and how leading brands combine web and feature experimentation to test both the page and the product behind it.

What’s inside this report?

• Maturity benchmarks: How do programs score across strategy, people, process, and data, and which capability holds most teams back?
• AI in experimentation: How are teams using AI in their testing workflows today?
• Testing trends by industry: Where do travel, fashion, grocery, media, and finance brands focus their feature experiments?
• Untapped opportunities: Which parts of the customer journey get the least testing attention, and what does that cost brands?
• Web and feature experimentation together: How do mature teams test what users see and the logic behind it?

Get the benchmarks you need to plan your next quarter of testing.

Download The State of Experimentation 2026 now and see where your program stands and where it can go next.