Use A/B testing (split tests) to make informed decisions about your website based on facts, not assumptions.
Implementing CRO experiments online involves turning your hypotheses into designed and developed solutions, split testing the variants and measuring the outcome. You’ll keep the winners and learn from the others. By A/B testing (split testing) your UX changes in this way, you’ll know you are cumulating positive changes for your website, and you’ll learn a lot about user behaviour along the way.
Once you’ve developed your CRO strategy and testing roadmap and have hypotheses backed up by data and user insights, it’s time to generate ROI by deploying and measuring solutions with A/B testing.
Every organisation has a set of unique conversion optimisation challenges, and no two are the same. We have experience working with the industry's leading conversion optimisation platforms. Talk to us about your conversion challenges and we'll help you find the right solution.
Jake Lambert, Head of Conversion Services
We utilise an iterative cycle of test and learn to ensure we generate findings and continuously feed in learnings from the tests and improve the test plan.
Our conversion team can deliver our end-to-end process with a fully managed service or work with your in-house team and tailor our service around your existing skillset. We adapt our way of working to a method that suits your business - the choice is yours. We work across multiple sectors including, eCommerce, Charity and not-for-profit, financial services and insurance, education, travel, b2b and SaaS.
Our simple four-step process consistently delivers results for our clients.
We work with you to evaluate which CRO and personalisation tool best fits your budget, and we will work with your team to get the tool deployed and integrated on your site. The deployment of a test tool is simple and normally only requires that a ‘tag’, a line of code, is added to your website to get going.
We work with your team to develop visual solutions to the challenge presented by a test hypothesis - this is a simple process for smaller tests. We bring our experience design expertise to the process with ideation workshops and wireframe prototypes for larger tests. If necessary, we carry out user testing or use other forms of user research, like tree testing, to gain further insight.
Once the test visuals are signed off and test requirements are fully documented, tests begin. The development of tests includes front-end code, setting up testing and targeting conditions in the tool, tracking primary and secondary KPIs across analytics platforms.
Before launch, we undertake rigorous Quality Assurance testing of the solution across relevant browsers and devices. You receive fully tested preview links to sign off, and then your test is ready to launch.
We monitor tests to ensure everything is functioning and that user data is registering against the variants, with all correct analytics events and goals firing. Close monitoring happens until a test reaches statistical significance against primary goals.
Statistical measurement ensures the results are not just due to random chance. We deep dive all our tests – winners, losers and inconclusive results are all gold dust in terms of data and learnings - We segment data to understand how audiences reacted and assess click behaviour to understand changing user behaviours.
Once we have properly understood the impact of the test, we make our onward recommendation, be it full deployment of the winning variant or further refinement.
Watch the discussion where the panel discussed a range of CRO topics including, common performance plateau scenarios, the local vs global maxima concept, how to use different techniques to generate new ideas to impact your metrics and iteration - testing to your different segments.
