Experimentation (CRO)

We're passionate about data driven decision making and this includes making changes to your website & app. Experimentation and CRO allows us to test variations of your website against each other & collect data to understand the impact of that change.

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How does CRO/ Experimentation work?

Experimentation also known as Conversion Rate Optimisation (CRO), AB testing or split testing is the process of making multiple versions of a page ("variations") and comparing the conversation rates of these two different versions.

Website users are randomly bucketed into one variation or the other and by analysing how they interact with that variation (buttons they click, videos they watch, products they purchase etc), we can determine which version of the page has the greatest impact on KPIs.

The better performing variation can then be deployed permanently on the website. By introducing this process we can ensure that all changes are backed by data.

Our Experimentation and CRO Services

Strategy

Working collaboratively we will map all of your conversion goals as these are the metrics we'll use to determine impact.

Data Analysis

Using data we will analyse user journeys & behaviour to uncover key areas for improvement on your website & app.

Hypothesis creation

Based on the findings, we will hypothesise on how we can improve the current experience & prioritise all of the ideas.

Prioritisation

We will prioritise all of the ideas & identify the experiments to progress. We can then bring them to life with some designs.

Development & QA

Using your chosen testing tool we will make the desired changes & carry out QA to ensure it is appearing as expected.

Post test analysis

When sample size & statistical significance is reached, we will analyse the impact. Whatever the outcome, it's important to use the learnings to continually iterate.

Our Experimentation and CRO Partners & Platforms

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"We were keen to make some changes to the website, mainly to the user journey and navigation. Hookflash offered us a platform and structure to quickly begin testing these changes prior to any development which takes time and is costly. Nicole and her team quickly understood our business and worked with us to prioritise the tests and offer constructive suggestions and improvements which have been very effective"

Jonathan Morley, Business Development Director

The Hookflash team were a delight to work with. We were really impressed with their attention-to-detail, their ability to explain new concepts in relatable terms and with their commercial nous on how to use data to be more user and customer-centric.

I’d recommend Hookflash to any organisation looking to get a better understanding of their user’s journey, and looking to understand what works and what doesn’t.

Oria Mackenzie, Co-Founder

Hookflash consistently went above and beyond in their service. They aren't just a CRO service provider; they are a proactive partner, always ready to offer innovative solutions and insights. Their deep knowledge in their field is evident as they helped us set up a comprehensive CRO monitoring framework, under really challenging circumstances. This framework was tailored perfectly to our company's needs, and the insights they provided were invaluable, particularly in benchmarking against companies similar to ours.

Connie Wright, Senior Digital Marketing Manager

Working with the Hookflash team has been a fantastic experience. Their technical expertise, dedication to customer success and methodical approach has helped us experiment and innovate on our websites to successfully increase conversions and scale best practice.

Rob Hawthorne, Marketing Director for Clarion Events EMEA

Experimentation and CRO case studies

Curam case study: Curam’s +35% conversion uplift using experimentation

by Nicole Storey • 20 September 2024

Curam's success in driving a +35% increase in conversions is a testament to the power of data-driven experimentation. By thoroughly understanding their users and iteratively testing hypotheses, Curam was able to significantly enhance their platform’s performance and better meet their users' needs.

Lovat Parks case study: Saving £117k in six months

by Nicole Storey • 1 March 2024

In the first 6 months of our partnership, the benefits of experimentation were clear for Lovat. From saving £115k in revenue to driving an average of +9% uplift through 12 tests, it's safe to say experimentation is becoming ingrained in Lovats website optimisation process in their journey to becoming more data-driven.

Underdays case study: Driving +6% revenue through Experimentation

by Nicole Storey • 12 December 2023

Hookflash worked with the Underdays to run their first end-to-end experimentation (CRO) cycle, driving +6% revenue.

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Recent experimentation and CRO blogs

How to send custom events from your experiments to GA4

by Nicole Storey • 26 June 2024

Want to track experiment interactions in GA4? We get this a lot. When adding new components or changing existing ones sometimes you can be limited by the click or action tracking (using CSS selectors) that you can add within your testing platform because this doesn’t get passed into your analytics platform.

Uncovering insights for data driven experimentation

by Ninsiima Rukandema • 4 April 2024

Data is central to our experimentation process, which makes this step all the more significant. The data we collect and analyse fuels the hypotheses of the tests we formulate for optimisation. We have seen that data driven experiments are more likely to provide statistically significant results so mastering this step is key to a fruitful experimentation program.

CRO experiment QA process

by Arslan Nasir • 4 April 2024

We cannot stress the importance of thorough QA to make sure that everything is working as it should. We need to be certain that the changes will look and work as expected. The best way to ensure that you run high quality, error free and reliable tests is through a QA process.