A/B Testing Agency services
Modo25 specialise in a/b testing and forms a cornerstone of our wider CRO strategy. Our team designs, develops and analyses your experiments and removes the guesswork in your conversion strategy. Helping you make more money from your website.
Our methodology to A/B testing
Every experiment that Modo25 deliver follows our strict 4 point strategy. Using data, to inform our hypothesis’ before going into design and development sprints to help bring your ideas to life.
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For over 10 years the Modo25 team have used PIE analysis to help identify which areas of your website should be ab tested to maximise revenue in the most cost effective way for your business.
01
Research & Data Analysis
The team jump into your data, using GA4, Hotjar or other platforms to find out why your website isn’t converting as expected – helping uncover the high value opportunities across your website.
02
Wireframe Design
Once the numbers have been crunched, the team get to work, creating high-fidelity wireframes to help visualise your new website. Designs are interactive to show a full working prototype.
03
Development & QA
Once designed, the team work on developing your ab test, bringing it to life within our ab testing tools. All tests are go through a 17 point checklist to enable tracking an minimise live testing errors.
04
Reporting
When live, all of Modo25s tests are reviewed daily, to check for significance results and live bugs. All data is connected into GA4 to give you a close to real time view of the test results.
CRO Services We Provide
From user research to A/B testing and UX design, our comprehensive CRO services cover every aspect of conversion optimisation.
Quantitative & Qualitative Analysis
Whether its using Hotjar, Microsoft Clarity or GA4. The team review your website to look for pain points in the user flow which could be causing conversion blockers for your business.
User Testing
Large data sets are great to understand problems but our user testing program helps to raise core issues customers are facing. Sessions can be online or in person and help find new test ideas or validate new products or features.
Creative Services
Wanting to connect a seamless journey from facebook ad to landing page? Our creative services offering supports with end to end campaign creative management to maximise the value out of your ad platforms.
Landing Page Optimisation
Maximising your b2b campaigns can be tough. But improving your landing pages can sometimes be the best way to increase conversions.
UI/UX Design
Modo25 offers ux and ui design services to help improve your customer experience or even give you website a fresh take, working with brand guidelines to give it the right look and feel.
CRO clients We've Worked With
Why Choose Modo25 for Your CRO Agency in Leeds
+2,500 AB Test Database
Over the last decade our team have collected all results from all experiments on websites such as Sigma Sports, Great Rail Journeys, Pavers Shoes and Natural Baby Shower. This help inform our PIE analysis to give you a better picture to the value that we can bring to each individual a/b test.
In-housing specialists
The value in the CRO team at Modo25 comes through our network and experience in in-housing. With individuals going on to manage and create a/b testing programs at companies such as Sky Bet, Tesco, BOXT. We help recruit, train and deliver CRO campaigns tailored to your business & are always on hand for feedback.
Supplier Partnerships
Modo25 have over 15 3rd party partners which we work with to help give you the best ab testing program. From ab testing tools such as Webtrends Optimise, Symplify & Optimizely – we can help with set up, tracking and delivery. Our partnerships extend to qualitative data capture, search & merch plus many more, to help deliver you the best website.
CRO Agency Case Studies
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A/B Testing Services FAQs
How long does an A/B test need to run to be valid?
Long enough to reach statistical significance. That varies depending on your traffic volumes, conversion rates, and the size of the effect you’re trying to detect. Running a test for too short a period is one of the most common A/B testing mistakes, producing results that look conclusive but aren’t. As a rule, we never call a test based on time alone. We run tests until they reach a pre-defined significance threshold, typically 95% confidence. Always account for at least one full business cycle to avoid skewed results from day-of-week variation.
What's the difference between A/B testing and multivariate testing?
An A/B test compares two versions of a single element, a headline, a CTA, a page layout, to determine which performs better. Multivariate testing simultaneously tests multiple elements and combinations to understand how they interact with each other. A/B testing is simpler, faster, and requires less traffic to reach significance. Multivariate testing can surface more nuanced insights but needs significantly higher traffic volumes to produce reliable results. We’ll recommend the right methodology based on your traffic levels and the complexity of what you’re trying to learn.
What happens when an A/B test produces a losing or inconclusive result?
A losing or inconclusive result isn’t a failure. It’s still valuable data. An inconclusive test tells you the change you made didn’t have a meaningful impact, which rules out a hypothesis and sharpens your thinking for the next one. A losing variant tells you something important about your users that your research hadn’t fully captured. Every test result, regardless of outcome, feeds back into our hypothesis backlog and informs what we test next. The only wasted test is one where you don’t learn anything.
How do you decide what to A/B test first?
Prioritisation is one of the most important, and most underestimated parts of a successful A/B testing programme. We use a structured scoring framework that weighs each hypothesis against three factors: the potential impact on conversion, the confidence we have in the insight behind it, and the effort required to build and run the test. The highest-scoring opportunities go into the test queue first. This ensures we’re always working on the changes most likely to move the needle, rather than testing whatever happens to be easiest or most visible.
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Our dedicated CRO specialists combine UX expertise with analytical rigour to drive meaningful conversion improvements.