Start with A/B experimentation before diving in for a website redesign

How data driven A/B testing and rapid experimentation can save you months of time (and money) instead of redesigning your under-performing website.


Online users are unpredictable and their preferences change every minute. Sometimes they prefer to make a purchase with their smartphone, sometimes with a laptop, some will check the website once and make the purchase immediately, some will take few days to decide and some will forward a link to friends via WhatsApp. For any marketeer who is trying to build a perfect website that adapts to everchanging audience needs is a nightmare.

Very common comment that we hear at Ambassador London is “My website is not working, we want to redesign it and develop a new one!”. New website or website redesign projects can take anywhere from 3 to 6 months and will most likely cost you a bomb if you’re working with an agency.

Normally, it will involve participation of the company leaders & staff, outsourced development agency, content writers and in some cases, external consultants. From something simple such as changing website sections or adding new services, can quickly become a heavy project, especially budget wise.

For some companies, it does make a huge difference to modernise and to get their website right, but before making this decision, we suggest to do simple rapid experimentation and test our ideas. This will give you a clear pathway on what works and what doesn’t.

User experience is immensely important when considering a new website redesign, however start implementing those changes one at a time. Rapid experimentation allows you to test individual component before you rush into redesigning your funnel and your website.

Rapid Experimentation on the website

Rapid experimentation and AB testing on the website can provide accurate insights on what is not working and what should be improved. The example we want to share is from an experience based company where we have tested various navigation options without making any changes in their website code or design.

Quick wins

How can we achieve “quick wins” straight away, without going for a new website project? We focus on the main issues that affect your conversion rates.

For most of the websites where the goal is to generate sales, leads, downloads or any action, the conversion rate is a key metric which can be affected by many factors such as:

  • Website traffic
  • Bounce rate
  • Time spent on the website or landing page
  • New vs return users
  • Device
  • Channel, etc…

We suggest to analyze your entire customer journey and measure the conversion rate of each step. Small improvements of coversion rate can quickly turn into a lot of $$$ at the end of the month.

How we managed to see what’s working for visitors by experimenting fast

By using the data and rapid experimentation, the marketing team can detect and solve issues very quickly. Depending on your traffic (we suggest at least 500 unique visitors per variation that you’re testing) you can iterate the sprint cycle every few days or better yet, weekly.

Number of experiments can run simultaneously without the need of changing the website code or design as long as they don’t impact one another. This creates a culture of speed and insights, where a small team can work at the same time on different parts of the funnel.

Reduce uncertainty of your AB tests

Mistakes in any of the marketing channels are costly and some can even damage the brand. To make sure the company is implementing the right solutions, we suggest testing them for a specific and targeted audience or a proportion of your website visitors.

It can be 50% of the homepage visitors, returning visitors or visitors only from some locations or channels. This way, the implementations on the website are tested and validated with data.

Another good way to detect problems and test solutions is by viewing the users while they browse via tool such as HotJar*. HotJar allows us to see the user behavior via video recordings and scale them to thousands of users per day, without the need of user testing interviews where you need to be physically present.

*Hotjar has 100% compliance with GDPR so no personal data is displayed during the viewing process.

Some of the common issues detected:

  • Users can’t fill the form properly.
  • Users can’t find a right page in the menu.
  • User scroll the website without engaging with content.
  • Users trying to click on areas that are not clickable, etc…

These small issues can lead to reduced conversion rates and most of them can be sorted in a very short time.

Generate more leads and sales with your website by implementing rapid AB testing experimentation.

The bottomline of using rapid experimentation is to generate more leads and sales to help you grow your business. This is nearly impossible to achieve without taking a deep dive into the data that influences these results. Learning how to pull meaningful digital insights from your data is crucial at this stage.

At Ambassador London team, we’ve found this process very exciting and motivating, as it created the results and data driven culture (plus, we get to celebrate the little wins!), where before we had to work for 3 to 6 month to design and develop a new website and only after see if we managed to improve the conversions. With rapid experimentation we can monitor performance in real time and test every component of your website.

None of this would be possible without advanced data platforms and the team expertise in conversion rate optimisation. Conversion rate optimization is our core service, so if your website isn’t performing and generating enough sales, let’s have a chat and see if we can work together.

During the initial sessions, our team will analyse your website and provide CRO Audit report with a clear plan on how to increase your conversion rate, reduce the issues that affect your site performance and optimise the costs of acquisition.

Don’t hesitate to call us at +44 7594 939980, contact us via WhatsApp or drop us an email at: hi@

Happy optimizing,
Donatas Gricius and Matic Kašnik
CRO Experts @ Ambassador London