A/B test design
Test ideas worth testing, designed to win.
I design A/B tests that start from research, change something visitors will notice, and come with a written hypothesis, so you learn either way. Most tests lose because the idea was weak or the change too small to see.
Short answer
What is A/B test design?
A/B test design turns research into tests worth running: a written hypothesis for each change, a high-fidelity variant for desktop and mobile, and a roadmap that runs the highest-impact ideas first.
Quick facts
- Best for
- Teams with a testing tool but few good ideas, or tests that keep coming back flat
- You get
- Research-backed ideas, written hypotheses, variants, an ICE-ranked roadmap and readouts
- Experience
- Designing A/B tests since 2020, starting at the testing agency Spiralyze
- Tools
- VWO, Convert, Optimizely, AB Tasty, Shopify apps or your own setup
- Proof
- 16 A/B-tested redesigns, from +8,1% conversion rate to +57,3% leads
- Price
- A fixed quote after a short call, before any work starts
Who it's for
Who is A/B test design for?
- Teams with a testing tool but a thin pipeline of ideas
- Growth teams whose tests keep coming back flat
- Agencies that need test variants designed quickly and well
What's included
What's included in A/B test design?
I've planned and designed A/B tests at Spiralyze, a testing agency for B2B and SaaS brands, in-house and for freelance clients, so I know which ideas are worth your traffic.
I design bold variants. A new button color rarely teaches you anything. A new way of framing the offer often does.
- Research-backed ideasTest ideas tied to a finding in your data, recordings or reviews.
- Written hypothesesBecause we see X, we believe changing Y will cause Z, measured by M.
- High-fidelity variantsDesktop and mobile designs, ready for your developer or testing tool.
- Prioritized roadmapIdeas scored by impact, confidence and ease, so the best ones run first.
- ReadoutsWhat won, by how much, what it's worth in revenue and what to test next.
Proof
What has it moved for clients?
After
Air Purifier
A $750 air purifier explained its price 8,000 pixels down and hid its art editions in a dropdown. I answered "why $750?" at the price, showed the art editions as swatches, and added a room-size check and a filter picked by what's in your air.
After
Interactive Proposals
A proposal software homepage said "Make it interactive" in a rotating carousel. I rewrote the first screen to say what the product does, with a working proposal you can click, the price and the rating under both buttons, and rebuilt the signup page around the first ten minutes.
How it works
How does it work, from call to handoff?
Find the leak
Analytics, recordings, heatmaps and reviews, to see where visitors and money drop off.
Plan the fix
A written hypothesis for each change, prioritized by expected impact, agreed with you.
Design it
Wireframe, copy and high-fidelity design for desktop and mobile, ready to build.
Test and learn
An A/B test or a before-and-after comparison, read in conversion rate and revenue.
FAQ
Questions about a/b test design.
Which testing tools do you work with?
Whatever you use: VWO, Convert, Optimizely, AB Tasty, Shopify apps, or your own setup. I deliver designs your developer can build into variants.
How much traffic do I need?
Enough to reach a reliable result in a few weeks. If you're below that, we make bigger changes and compare before and after instead.
Can you run the whole program?
Yes. I can own the research, ideas, design, test setup and readouts, and bring in your developer when a variant needs custom code.
Let's talk
Let's find out why your visitors aren't buying.
Send me the page. On the call I'll tell you what I'd fix first, what it could move, and whether I'm the right person for it.