A/B Testing
& CRO
Data-driven conversion optimisation framework replacing guesswork with systematic testing and measurable results.
Client: Multiple Brands
The Story
High-growth e-commerce brands were making critical business decisions based on assumptions rather than data. Changes were being implemented without proper testing methodology, leading to inconsistent results and missed revenue. Teams lacked the tracking infrastructure, statistical understanding, and systematic processes needed for reliable optimisation.
We built a comprehensive A/B testing framework with sophisticated tracking for all key conversion events — add to basket, purchase completion, and revenue attribution. The system implements proper test isolation, statistical significance calculations, and automated reporting that makes data-driven decision-making accessible to all stakeholders. Tests are designed for both mobile and desktop, with segmentation for different customer cohorts.
The framework delivered a 28% average conversion rate improvement across clients, with some individual tests driving 40%+ lifts on key pages.
The numbers that matter.
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