Martin
Founder, strategy and audits
Writes every audit and takes every first call. On your account from day one, running growth for SMEs since 2010.
Web Design Services
A/B & Multivariate Testing
Stop Guessing. Start Knowing.
Structured experiments to improve conversion rates with real data. We plan, run and scale tests for Dubai and UAE sites, so you can tell what works from what only sounded good in a meeting.
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Avg Conversion Lift from Tests
3.8×
Avg ROI on Testing Program
85%+
Statistical Confidence
200+
Experiments Run
Why Most Testing Programs Fail
Common Testing Mistakes
- Testing too many variables at once (no clear learnings)
- Stopping tests too early or running them too long
- Ignoring traffic quality, device mix and language differences
- No priority list, so the loudest idea wins
- Results not fed back into the wider marketing plan
Our Philosophy
Good testing is a system, not a string of random experiments. We start with clear hypotheses, sound statistics and the pages that matter most to a UAE business, such as the enquiry page, the WhatsApp button and the booking form. Every win builds on the last.
How We Run High-Impact Experiments
Prioritization & Hypotheses
- Opportunity Scoring: We score pages and elements by traffic, conversion potential and how easy the change is to build.
- Clear Hypotheses: Every test starts with a specific hypothesis tied to visitor behaviour or a data insight.
- Segment Awareness: We split results by traffic source, device, language and audience, so you know who the win is for.
Execution & Analysis
- Proper Statistical Rigor: Enough sample size, sensible confidence thresholds, and care around peeking and running many comparisons at once.
- Full Instrumentation: Event tracking, session recordings and heatmaps, so we see not just what won but why.
- Actionable Reporting: Clear winners, losers and next experiments, with the likely business impact explained in plain words.
Our A/B & Multivariate Testing Process
01
Audit & Prioritization
Find the highest-impact pages and elements using data and opportunity scoring.
02
Hypothesis Development
Form specific, testable hypotheses from visitor behaviour, qualitative research and analytics.
03
Test Design & Setup
Design the variants, set up tracking, and configure the experiment with the right segments and goals, including WhatsApp clicks and calls.
04
Run & Monitor
Launch with a sample size plan and regular health checks, with no peeking at early results.
05
Analysis & Learning
Check statistical significance, understand why the winner won, and write down the insight.
06
Implement & Iterate
Roll out the winners, apply the lessons to other pages, and plan the next round of tests.
FAQ
Common questions
What to know before you get started.
How long does a typical A/B test need to run?
It depends on traffic and conversion rate. We work out the sample size you need up front so the test can reach a reliable result. Most tests need at least a couple of weeks, and busy pages can finish sooner. We also avoid reading results during Ramadan, school holidays or the summer slowdown as if they were normal weeks. We never stop early just because one variant looks like it is winning.
What should we test first?
We prioritise by potential impact (traffic, current conversion rate and likely lift) and by how easy the change is to build. Headlines, hero offers, form length, WhatsApp and call buttons, and trust signals on busy pages usually give the fastest and most reliable wins.
Do we need a dedicated testing tool?
A tool helps with complex experiments and reliable statistics. We work with VWO, Optimizely, Convert and custom set-ups. For simpler tests we can sometimes use the testing features built into your ad platform or site builder, or a manual traffic split with careful analysis.
Can you test on pages with low traffic?
Yes, but it takes longer to reach a reliable result. We often start on higher-traffic pages to learn quickly, then apply those lessons, with checks, to quieter pages. Where it makes sense, we can also use sequential tests or multi-armed bandit methods.
How do you avoid losing money while testing?
We set clear success criteria and a stop-loss before launch. We watch for large negative effects and can roll back quickly. Most importantly, we test pages that already get meaningful traffic, so the cost of learning stays low compared with the upside. If you run Google Ads in AED, we keep ad spend steady during the test so results stay clean.
What is the difference between A/B and multivariate testing?
A/B testing compares one element, or a small set of linked changes, against a control. Multivariate testing changes several elements at once to see how they interact. We usually begin with focused A/B tests for clearer, faster learning, and move to multivariate when we have a specific interaction to check.
Do you test on mobile and desktop separately?
We analyse results by device and can run device-specific variants when behaviour differs a lot. In the UAE, most visitors arrive on a phone and many tap straight to WhatsApp or call, while office buyers in Business Bay or Downtown may browse on a desktop. Winners often differ between the two, so splitting by device matters.
How do you make sure results are statistically valid?
We calculate the sample size before launch, set sensible confidence thresholds, account for peeking, and weigh practical significance alongside statistical significance. We write down the method so you can trust the outcome.
What if a test has no clear winner?
That is still useful data. It shows the change was not big enough to matter, or that we need more traffic, or that the hypothesis was wrong. We record the result and move on to stronger ideas. Not every test produces a winner, and a good testing programme accepts that.
Can testing hurt user experience or brand?
Badly designed tests can. We avoid tests that deliberately make the experience worse for half your visitors. We also keep your brand consistent, in English and Arabic, and only test variations that could live on the site long-term if they win.
How do you prioritise which pages to test?
We weigh traffic, conversion potential and the effort to build. Busy pages with a lot of friction, such as enquiry forms, booking pages and key landing pages, usually rank first. We build a prioritised list of test ideas, with the likely value of each one explained.
Do you share raw data or just conclusions?
We give you a clear summary with recommended actions, plus access to detailed results, dashboards and the method. You should be able to understand and challenge the findings.
How often should we be running tests?
As often as we have good hypotheses and enough traffic to learn from. For many clients that means a few active tests each month once the programme is up and running. The aim is a steady run of proven improvements, not testing for the sake of it. Quieter months like the summer slowdown can be used to plan and build.
Can you help our team build an internal testing culture?
Yes. We often train marketing and product teams in hypothesis writing, experiment design and reading results, so they can run their own tests over time. We can also stay involved as an ongoing partner or adviser.
How do we get started with better testing?
Book a free CRO audit. We will review your current pages, data and any past tests, find the best opportunities, and give you a prioritised testing roadmap with the expected impact.
Ready to let data drive your conversions?
Get a free CRO and testing audit. We will show you the highest-impact experiments to run first for your Dubai or UAE business.
Get My Free CRO Audit arrow_forwardOur team
The same people on the audit and on the work
Martin writes every audit and takes the first call. The same team stays on the account. 160+ businesses since 2010.
Yoana
Social and app development
Shapes social strategy and builds practical app experiences that turn attention into action.
Mike
SEO
Owns technical, local and content SEO so the right buyers find you when demand is highest.
Robert
Paid media
Plans and manages paid search and social campaigns around qualified leads.
Elmer
Analytics
Connects tracking, attribution and reporting so decisions are based on revenue-quality data.
Dino
Design
Creates clear brand and conversion-focused design across landing pages, campaigns and product experiences.
Certified and experienced
Certified where it matters. Accountable for the outcome.
Verified platform knowledge, 25+ years of hands-on experience, and an operating track record since 2010.
Google AdsCertified
✓Google AnalyticsCertified
✓Google Tag ManagerCertified
✓Operating since 2010Proven experience
✓