A/B tests

Use A/B testing (split tests) to make informed decisions about your website based on facts, not assumptions.


Our A/B test philosophy is simple, we keep the winning solutions and learn from the tests that don't make the grade.

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.

Headshot of Fresh Egg's Head of Conversion Services, Jake Lambert

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

Our simple, yet effective approach to ongoing conversion testing helps our clients with their optimisation goals.

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.

CRO - A/B testing process

Our methodology of implementing a successful A/B test programme is tried and tested.

Our simple four-step process consistently delivers results for our clients.

1. Selecting the correct conversion test tool

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.

2. Creating variant or challenger designs

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.

3. Building and deploying tests

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.

4. Measuring and understanding impact

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.

Chat with us about A/B test implementation on your website

Reasons for working with Fresh Egg

  • Our conversion experts are on hand to provide expertise across the entire A/B testing process
  • We help you choose an optimal testing solution
  • Support in selecting what tests to perform and prioritisation
  • Collaboration with ideation of solutions, wireframing and visual design
  • Support for building the front-end coding of test variants
  • Implementation of goal tracking and analytics integration targeting a, QA and monitoring
  • Easy-to-understand dashboards to report on test performance
  • Detailed learning of each test to refine the test plan, remembering all tests (both winners and losers) provide insight

Read our CRO case studies


Learn how to inject growth into plateauing CRO test programmes

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.