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.
We run planned tests on your pages, showing two versions to different visitors to see which brings in more leads. The results, not opinions in a meeting, decide what stays.
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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
- Changing too many things at once, so you learn nothing
- Stopping tests too early or running them too long
- Ignoring differences between visitor types, such as phone versus desktop
- No way to rank ideas, so random ones get tested
- Results never used to guide the rest of your marketing
Our Philosophy
Good testing is a steady process, not a string of random experiments. Each test starts with a clear guess about why visitors behave as they do. We run it long enough to trust the result, and we start with the pages that matter most. Every win builds on the last.
How We Run High-Impact Experiments
Prioritization & Hypotheses
- Opportunity Scoring: We rank pages and page elements by how many visitors they get, how much they could improve, and how easy the change is.
- Clear Hypotheses: Every test starts with a specific guess that the test can prove wrong, based on how visitors behave or what the data shows.
- Segment Awareness: We split results by where visitors came from, their device, and their audience, so we know who the win is for.
Execution & Analysis
- Proper Statistical Rigor: We use enough visitors and a high bar for confidence, and we do not stop a test early just because one version looks ahead.
- Full Instrumentation: Click tracking, recordings of visits, and heatmaps (maps of where visitors click and scroll), so we learn not just what won, but why.
- Actionable Reporting: Clear winners, losers, and what to test next, with the likely effect on your business.
Our A/B & Multivariate Testing Process
01
Audit & Prioritization
Identify highest-impact pages and elements using data and opportunity scoring.
02
Hypothesis Development
Form specific, testable hypotheses based on user behavior, qualitative research, and analytics.
03
Test Design & Setup
Design variants, set up tracking, and configure the experiment with proper segmentation and goals.
04
Run & Monitor
We work out up front how many visitors the test needs, then check it is running properly without peeking at early results.
05
Analysis & Learning
We check that the result is reliable, work out why the winner won, and write down what we learned.
06
Implement & Iterate
Roll out winners, apply learnings to other pages, and plan the next round of high-value 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 volume and conversion rate. We calculate required sample size upfront so the test reaches statistical significance. Most tests need at least 1-2 weeks; high-traffic pages can conclude faster. We never stop early just because one variant is "winning."
What should we test first?
We prioritize by potential impact (traffic × current conversion rate × estimated lift) and ease of implementation. Headlines, hero offers, form length, and trust signals on high-traffic pages usually deliver the fastest, most reliable wins.
Do we need a dedicated testing tool?
A testing tool helps for complex experiments and gives more reliable results. We work with tools such as VWO, Optimizely, and Convert, or build a custom setup. Google Optimize was shut down in 2023. For simpler tests we can sometimes use the testing tools built into your website platform, or split traffic by hand and analyze it carefully.
Can you test on pages with low traffic?
Yes, but it takes longer to reach significance. We often start with higher-traffic pages to generate learnings quickly, then apply those insights (with validation) to lower-traffic pages. We can also use methods that shift traffic toward the better version as a test runs, when that suits.
How do you avoid "losing" money while testing?
We set clear success rules before each test, plus a limit on how much a weaker version can cost you. We watch for large drops and can switch back quickly. Most importantly, we focus tests on pages that already have meaningful traffic so the cost of learning is low relative to the upside.
What's the difference between A/B and multivariate testing?
A/B tests one element (or a small set of coordinated changes) against a control. Multivariate tests multiple elements simultaneously to understand interactions. We usually start with focused A/B tests for clearer, faster learnings and move to multivariate when we have specific interaction hypotheses.
Do you test on mobile and desktop separately?
We analyze results by device and can run device-specific variants when behavior differs significantly. Many tests show different winners on mobile vs desktop, so segmentation is important.
How do you make sure results are statistically valid?
Before launch we work out how many visitors we need, and we set a high bar for confidence (typically 95% or more). We do not stop early on a lucky streak, and we check that a win is big enough to matter for your business. We write down our method so you can trust the outcomes.
What if a test has no clear winner?
That's still valuable data. It tells us the change wasn't material, or that we need more traffic, or that the hypothesis was wrong. We document the null result and move on to higher-impact ideas. Not every test produces a winner, and good testing programs accept that.
Can testing hurt user experience or brand?
Poorly designed tests can. We avoid tests that deliberately degrade experience for half your visitors. We also consider brand consistency and only test variations that could plausibly live on the site long-term if they win.
How do you prioritize which pages to test?
We rank pages by how many visitors they get, how much they could improve, and how hard the change is. High-traffic, high-friction pages (checkout, lead forms, key landing pages) usually rank highest. We build a prioritized backlog with estimated ROI for each test idea.
Do you share raw data or just conclusions?
We provide clear executive summaries with recommended actions plus access to detailed results, dashboards, and methodology. 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. For many clients that means 2-6 active tests per month once the program is mature. The goal is a steady cadence of validated improvements, not testing for the sake of testing.
Can you help us build an internal testing culture?
Yes. We often train marketing and product teams on hypothesis development, experiment design, and reading results so they can run their own tests over time. We can also stay involved as ongoing partners or advisors.
How do we get started with better testing?
Book a free CRO audit. We'll review your current pages, data, and testing history (if any), identify the highest-ROI opportunities, and deliver a prioritized testing roadmap with expected impact.
Ready to let data drive your conversions?
Get a free CRO and testing audit. We'll show you the highest-impact experiments you should run first.
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
✓