A/B Testing That Delivers Decisions, Not Just Data
A core capability within our CRO & Growth Engineering pillar — combining server-side experiments, AI-powered test prioritisation, and privacy-first measurement to build a continuous experimentation engine that compounds growth.
What We Deliver
End-to-end solutions engineered for performance and growth.
Test Strategy & Roadmap
We build a prioritised experimentation backlog using the ICE framework — scoring every hypothesis by impact, confidence, and ease — so you always test the highest-value ideas first.
Statistical Analysis
Bayesian and frequentist analysis with proper sample-size calculations, significance thresholds, and confidence intervals — so you can trust every result we report.
Multivariate Testing
Test multiple variables simultaneously — headlines, images, CTAs, layouts — to discover the optimal combination faster than sequential A/B tests allow.
Server-Side Testing
Flicker-free experiments that run on the server, not the client. Ideal for testing pricing, algorithms, entire page templates, and experiences that client-side tools cannot handle.
Feature Flagging
Decouple deployment from release with feature flags. Roll out changes to specific user segments, run gradual rollouts, and instantly kill underperforming features.
Test Reporting & Insights
Clear, jargon-free reports that translate statistical results into business recommendations. Every test delivers documented learnings that inform future experiments.
AI-Powered Test Prioritisation
Machine-learning models analyse historical experiment data, traffic patterns, and revenue impact to automatically rank your backlog — so every sprint targets the highest-value hypothesis first, with privacy-first measurement baked in.
Why Choose Born Digital
Eliminate Guesswork
Stop debating opinions in meetings. Our experimentation framework turns subjective design discussions into objective, data-backed decisions.
Statistical Rigour
We do not call tests early or declare false positives. Proper sample-size calculations, sequential testing, and multiple-comparison corrections ensure every result is trustworthy.
Build an Experimentation Culture
Beyond individual tests, we help your organisation adopt an experimentation mindset — training teams, establishing processes, and documenting institutional learnings.
Platform-Agnostic Expertise
Whether you use Optimizely, VWO, LaunchDarkly, or a custom-built solution, our team has hands-on experience across every major testing platform.
Client Satisfaction
Avg. ROI Increase
Load Time Target
Projects Delivered
Technology Stack
Built with industry-leading technologies.
Frequently Asked Questions
What is the difference between A/B testing and multivariate testing?
A/B testing compares two (or more) complete variations of a page or element against each other. Multivariate testing breaks a page into individual components — headline, image, CTA — and tests every combination simultaneously. A/B testing is faster to reach significance; multivariate testing reveals interaction effects between elements but requires more traffic.
How much traffic do we need to run meaningful A/B tests?
It depends on your baseline conversion rate and the minimum detectable effect you want to measure. As a rule of thumb, you need at least 1,000 conversions per variation for reliable results. For a page converting at 3%, that means roughly 35,000–40,000 visitors per variation. We calculate exact sample sizes before every test.
How long should an A/B test run?
Tests should run for a minimum of one full business cycle (typically 1–2 weeks) and until the pre-calculated sample size is reached. We never stop tests early based on interim results, as doing so inflates false-positive rates. Most tests run for 2–4 weeks depending on traffic volume.
What is server-side testing and when should we use it?
Server-side testing executes experiment logic on the server before the page is sent to the browser. This eliminates the "flicker" common with client-side tools and enables testing of backend elements like pricing, algorithms, and search results. We recommend server-side testing for performance-sensitive pages and complex experiments.
Can you run A/B tests on our existing platform?
Yes. We work with all major experimentation platforms including Optimizely, VWO, LaunchDarkly, Statsig, and Google Optimize. If your current platform has limitations, we can also implement custom server-side solutions or recommend a migration path.
How do you handle A/B testing with GDPR requirements?
We configure all testing tools to comply with GDPR. This includes using consent-based activation, anonymising visitor identifiers, respecting cookie consent preferences, and ensuring that experiment data does not contain personally identifiable information. This is standard practice for our Malta and European clients.
Ready to build something exceptional?
Let's discuss how Born Digital can engineer your next digital product for performance, scalability, and conversion.