You wouldn’t leave the house without your shoes. So why would you run a campaign without testing what actually works?

A/B testing is the cherry on the cake of performance marketing – the difference between “that looks good” and “that drives results”. It’s how you squeeze every last drop of impact out of your campaigns, ensuring your audience sees what works best, not what we think works best.

What is A/B Testing

Simple. You take two versions of something – an ad, a landing page, an email – and change one key element to see which performs better. Then you measure, learn and optimise.

Because in marketing, ‘gut feeling’ isn’t a strategy – data is. That’s why we’re always going on about – Strategic Thinking, Creative Soul. 

Why it matters

• Better conversions: The tiniest tweak can unlock major gains.
• Data-driven decisions: No more second-guessing what works.
• More ROI, less waste: Every penny of ad spend works harder.
• Continuous improvement: Always evolving, always optimising.

Where we A/B test

A/B testing isn’t limited to just one area of marketing. So, wherever there’s an opportunity to optimise performance, you might want to consider testing, tweaking then refining. Here’s a few examples:

• Paid media: What headline works best? Which image stops the scroll? Does an emoji in the CTA make a difference?
• Websites & landing pages: A button colour. A different image. A subtle tweak to messaging. These tiny details can make or break conversions.
• Email campaigns: Your email is competing with hundreds of others. We test what gets the open, the click, and the conversion.
• User experience (UX) & customer journeys: From checkout flows to onboarding experiences, we refine digital touchpoints for frictionless engagement.