Our A/B Testing Agency Process: Iterate
The Iterate A/B testing program is our most popular offering. It includes a complete Hitlist Conversion Rate Audit along with a high performing continuous A/B testing program. Iterate is a continuous, high-volume testing program, so before you commit it's fair to ask how we hold up as a CRO agency against the field. New to testing? Our guide covers what A/B testing is and how a program runs.
Who it's for
Who hires an A/B testing agency?
Iterate is designed for companies that need to improve their conversion rate and revenue. It’s a good fit for those that want to:
Start an A/B Testing Program
They need a best in class A/B testing solution to stay competitive in their niche or market.
Revamp an existing program
Their current testing program is not producing results or is bogged down due to resource constraints.
Expand an existing program
They have a successful A/B testing program but want to add turnkey resources to increase velocity.
Outperform the competition
CRO is a competitive advantage that is required in competitive markets.
The minimum traffic volume for effective A/B testing is 20 conversion events per month.
What it is
What our A/B testing services include
Iterate is a monthly program that picks up where the Hitlist Audit leaves off and includes:
Turn Key testing
3-5 testing cycles created and implemented via our Dev and QA team.
Strategy & Tactics
A 6-month Roadmap prioritized to deliver value quickly.
Results
40 to 100x ROI measured on a yearly basis, our client retention rate is exceptional.
Feedback loops
Quarterly surveys & executive summaries ensure we are 100% in sync with your goals.
How to choose
What to look for in an A/B testing agency
Plenty of agencies can build and run a test. The research that decides which tests are worth running is where the lift actually comes from - so the bar is higher than "can they code a variation." Here is what separates a program that compounds from one that stalls, and how Iterate measures up. For the full breakdown, read our guide: what a CRO agency does and how to choose the right one.
Research before tests, not just execution
The tests that win start with conversion research - analytics, heatmaps, and user testing. We run the full CRO process first, then build the tests, so the roadmap is earned, not guessed.
A full in-house team, not just developers
Strategy, design, front-end development, QA, and analysis under one roof. You are not hiring a dev shop and sourcing the strategy somewhere else.
A win rate they will actually publish
Ours is 61.1% across 2,288 decisive tests, well above the industry norm. Most agencies cannot show you a number at all.
Results proven in your own analytics
Every lift is measured in your analytics platform, not self-reported. Be wary of any agency that prices on percent lift - that number is easy to inflate and hard to verify.
Their own testing tool, or yours
Iterate includes Nantu, our testing platform, at no extra cost and with no volume limits - or we work with the tool you already license.
Velocity matched to your traffic
The right program runs as many tests as your traffic can support - 3 to 5 cycles at a time - so you learn fast without chasing inconclusive results.
Proof
Results from A/B testing programs we run
Iterate is the program behind most of our published case studies. A few from programs like the one you'd be starting:
AB Testing76%Program win rateCase study · AB Testing$14MM+ Revenue From a Multi-Year A/B Testing Program for Jewelry eCommerce
ConversionTeam's multi-year CRO testing program delivered a 76% win rate and over $14MM in incremental revenue for a leading jewelry eCommerce retailer.
Read case study
AB Testing83%Program win rateCase study · AB Testing5 Winning A/B Tests Deliver $531K for a Global Audio Streaming SaaS
ConversionTeam's 3-month CRO testing program delivered 5 winning A/B tests and $531K annualized revenue impact for a global audio streaming SaaS platform.
Read case study
Case Study+27.8%Conversion rate liftCase study · Case StudyForm Placement Drives 27.8% More Conversions for Enterprise SaaS Security Leader
An enterprise security platform's product page wasn't converting trial form visitors effectively. Through strategic form placement and streamlined user paths, we helped them achieve significant improvements in both trial signups and revenue per user. See how thoughtful conversion optimization transformed their results while maintaining the detailed product information B2B buyers need
Read case study
First-party data
Does testing more variations win more often?
We checked our own census: the raw win rate for A/B tests grouped by how many variations they ran. More arms did not mean more wins - a focused A/B test won as often as a multi-variation one, and splitting traffic across more arms made statistical significance harder to reach.
The takeaway: piling on variations does not raise your odds. It splits your traffic thinner, so each arm has less data to prove itself. We run the number of variations your traffic can actually read, not the most we can fit.
Source: ConversionTeam audit of 2,288 determinate A/B tests (1,720 with a recorded variation structure). Raw win rate = the test produced a winner on the primary metric.
Third-party proof
What our A/B testing clients say
11 verified reviews on Google & Clutch
We're seeing 210x ROI and a 22% lift in conversion rate - it's hard to measure all of their impact. We sold out of almost all our stock; we weren't ready for the lift they'd provide. They run a tight ship and always come to meetings prepared.
I couldn't be more impressed. Their team ran an in-depth audit that identified high-value opportunities, then a game plan of A/B tests to validate them - and nearly every test they recommended outperformed the control. Rigorous and data-driven, no guesswork.
We've worked with ConversionTeam since 2018 and are very happy. Their collaborative spirit and out-of-the-box ideas have significantly amplified our CRO efforts and added new dimensions to our strategy.
An outstanding experience. When we went looking for help optimizing conversions, two people I hold in the highest regard - who don't even know each other - both recommended Devon. We've been blown away by their expertise, professionalism, and results.
Responsive, timely, and the results and expertise speak for themselves. We bring them in across multiple client engagements.
Devon is a real CRO rockstar. He looks at a site and immediately hones in on the opportunities for improvement, and backs up every recommendation with testing. Highly recommend.
Mike BelascoFounder & AdvisorThey provide elaborate reporting on every test, with clear KPIs where we can identify winners to implement - conversion-rate increases, more ecommerce purchases, and higher engagement. Communication is easy and their project management is excellent.
Devon was a great partner when we needed to improve our website's user experience. His team gave us a thorough audit of our top pages and a free heatmapping tool we still use today. Highly recommend, especially if you're in lead gen.
Working through tests with ConversionTeam has been great. Their project management is top-notch, and their knowledge base is what stands out - we have no plans to change the relationship any time soon.
ConversionTeam was excellent to work with and delivered exactly what we were looking for. They ran a CRO audit of our site; their insight was incredibly valuable and helped us advance toward our goals with confidence. Professional, organized, and thorough.
ConversionTeam has had a significant impact on our conversion rate - a good uplift, and especially an increase in revenue. We're impressed with their personalized approach and deep understanding of our needs.
124 brands trust us to run their tests
Want to see exactly what our Iterate recommendations look like?
Get a free Quick Wins auditHow it works
The Iterate A/B testing process
Hitlist included
The Iterate program includes everything in the Hitlist Audit.
A/B test roadmap
We use our SCORE criteria to prioritize the test concept backlog in order to ensure we deliver value quickly.
Collaborative prioritization
We then layer on internal priorities, upcoming design changes, and competitive pressures in order to make the roadmap comprehensive.
Iterate cycles
This is where the magic happens! Iterate programs come with 3-5 A/B testing cycles. We will design, dev, QA and monitor the top roadmap A/B tests. For most tests we can do this 100% on our side with none of your dev resources. Our included A/B testing tool saves clients thousands of dollars a month and has no volume or time restrictions.
Project management
We use Clickup for project management, but have plugged directly into client PM tools as well. Slack, email and bi-weekly meetings are the other core components of our PM process.
Periodic fresh takes
Staggered about every 6 months we re-invigorate the program with analyst peer reviews, UX and UI studies, user testing refreshes, and design refreshes.
Analytics projects
We also provide analytics services as part of the Iterate program and often provide tagging, analytics consulting and reporting services.
CRO advisor services
With our close collaboration across many clients, we are in a good position to offer real world advice on the myriad CRO vendors and SAAS providers out there, and are happy to use our experience and expertise to vet potential partners.
Quarterly Reviews
We prepare an executive summary every quarter based on our progress reports where we track all our tests and implementation efforts in order to look back at the last quarter and revisit the roadmap for the next.
Quarterly Surveys
To make sure we are delivering industry leading value to our clients, and to adjust if we are missing the mark.
Platform
A/B testing tools: bring yours, or use ours free
Iterate includes Nantu, our A/B testing tool, at no extra cost - no volume limits, no time restrictions. Clients switching from a paid platform typically save thousands of dollars a month. Already licensed on another platform? Ask us about working with it on the intake call - we handle setup, QA, and analytics integration either way.
Test types we run: A/B (split) tests, multivariate tests, and split-URL tests, across desktop, mobile, and in-app - with design, development, QA, and analytics handled on our side.
Engagement models
Ways to work with us
Quick Wins audit
Real CRO recommendations for your site from a senior analyst. No commitment.
Get the free auditHitlist CRO Audit
A full conversion audit - a 60-90 page hitlist that becomes your test backlog.
See the HitlistIterate program
Everything in the Hitlist plus 3-5 managed test cycles: design, dev, QA and analysis, with our testing tool included.
Start with a free auditA/B testing agency FAQs
Buying questions first, then the CRO and A/B testing basics.
Next step
Is Iterate the right A/B testing program for you?
Our prospective clients often have questions around which line of service would be best for their unique situation. We encourage you to get in touch to discuss this, and to see some actual CRO recommendations for your site.
Ready to Iterate?
Kick off a continuous A/B testing program built on your Hitlist priorities.
Start with a free auditFree Quick Wins Audit
See real CRO recommendations for your site before you commit to anything.
Get the free auditLet's talk testing
Request a free Quick Wins audit
Tell us where to look and a senior analyst will send back real test recommendations for your site - the same format Iterate clients get every cycle. No sales deck, no commitment.