Digital Experimentation

Experimentation is vital for businesses to improve conversion rates, achieve digital success, and drive overall business objectives.

By partnering with Metric Labs, businesses can tap into a wealth of experience and expertise. Our skilled professionals take the lead in designing and executing experiments, uncovering actionable insights that enhance user experience and drive meaningful improvements aligned with your business objectives.

Elevate Your Business Strategy with Metric Labs, Let Us Drive Your Experimentation and Transform Hypotheses into Tangible Results.

The Benefits of Experimentation

Experimentation services

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Hypothesis Creation

Creating a hypothesis for experimentation involves identifying the problem and proposing a potential solution.

Start by analysing data and user behavior to pinpoint areas of improvement. Then, develop a specific, measurable, and actionable hypothesis that addresses the problem. For example, changing the call-to-action button's color and placement on a landing page may increase the click-through rate by 20%. This hypothesis provides a clear direction for testing and allows for a systematic approach to improving conversion rates. By testing and iterating based on the hypothesis, businesses can achieve better conversion rates and digital success.

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Test design

Test design plays a crucial role in conversion rate optimisation (CRO) by providing a structured and systematic approach to experimentation.

There are various test designs to consider when optimising conversion rates. A/B testing involves comparing two versions (A and B) of a webpage or element to determine which one performs better. Multivariate testing allows for testing multiple variations of different elements simultaneously to understand their combined impact. Split testing involves dividing the audience into different segments to test different variations. Sequential testing involves implementing changes based on previous test results and continuously iterating. The choice of test design depends on the specific goals, resources, and complexity of the conversion funnel, ensuring data-driven decision making and continual improvement.

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Implementing a successful conversion rate optimisation (CRO) test requires careful planning and execution.

Firstly, clearly define the objective of the test and choose a specific metric to measure success. Next, identify the elements or variables to test and develop alternative variations. Ensure that the test setup is technically sound, including proper tracking and analytics implementation. Set up the control and test groups accurately, ensuring statistical significance. Monitor the test closely, collecting relevant data and analysing the results accurately. Finally, based on the outcomes, make informed decisions and implement the winning variation. Document the findings and learnings for future reference and continual optimisation. Regularly iterate and repeat the testing process to drive ongoing improvement in conversion rates.

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Test Results Interpretation

Interpreting CRO test results is crucial to extract meaningful insights and make informed decisions.

Start by assessing the statistical significance of the results to ensure reliable conclusions. Look at key metrics and compare the performance of the control group and the test variations. Identify any significant differences in conversion rates or other relevant metrics. Consider the practical significance of the findings in relation to the business goals. Analyse user behavior data and qualitative feedback to gain deeper insights into the reasons behind the observed results. Evaluate the impact on user experience, customer satisfaction, and overall business objectives. Based on the interpretation, make data-driven decisions to implement successful changes and continue optimising conversion rates.

Client testimonials


“I have worked with Vincent from Metric Labs for over 5 years now.

Over the years we have seen our organic visibility and revenue grow by over 170% with our paid search growing over 600% making us the leading police check vendor in Australia.

The team at Metric Labs is also diligent, responsive and really pleasant to work with"

Martin Lazarevic

National Crime Check


“It comes down to integrity and the ability to deliver that would define the Metric Labs team.

In this forever evolving digital landscape, Metric Labs is always coming up with clever ways to stay ahead of the curve and get cut-through in this saturated space.

If you are in need of an amazing digital agency, you really don’t need to look any further than Metric Labs.”

Lauren Earl

Manning Cartell


“We have worked with Metric Labs on building our digital marketing presence. We’ve found the team extremely knowledgeable and easy to work with.

They have helped us to grow our leads by a significant amount and were always in contact about campaign activities.

The team also provided us with invaluable reporting and insight into our campaigns, which allowed us to regularly iterate and improve to consistently meet our objectives.”

Stephanie Lay

Good Capital Group

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Case Studies

Frequently asked questions

What is CRO?

Conversion rate optimization (CRO) refers to the process of improving the percentage of website visitors or users who take a desired action, known as a conversion. The main objective of CRO is to increase the conversion rate, which is typically measured by the ratio of conversions to the total number of visitors or users.

What does CRO involve?

CRO generally involves analyzing and optimizing various elements of a website or digital platform to encourage visitors to complete the desired actions, such as making a purchase, filling out a form, subscribing to a newsletter, or any other predetermined goal. The optimization process includes making data-driven changes to the design, layout, content, user experience, and call-to-action elements to improve the likelihood of conversions.

What is the process like?

CRO is an ongoing and iterative process that involves creating hypotheses, designing and conducting experiments, measuring and analyzing results, and continuously refining the website or platform based on data-driven insights. It combines elements of web analytics, user experience (UX) design, and psychology to optimize the conversion funnel and enhance the overall user journey. best tool to help do so. 

Why should I conduct experimentation with an agency?

In today’s dynamic business landscape, staying ahead requires a strategic approach that embraces experimentation and delivers measurable outcomes. At Metric Labs, we specialize in elevating business strategies by leading the way in experimentation, turning hypotheses into real-world results.


Partnering with Metric Labs means tapping into a wealth of experience and expertise. Our team of skilled professionals will take the lead in designing and executing experiments that uncover actionable insights. We’ll work closely with you to understand your business objectives and identify areas where experimentation can drive meaningful improvements.

Why do I need data analytics?

Data analytics has grown to become a core part of many modern businesses. It helps to identify trends and metrics that can be used to make actionable insights. Whether it is a better understanding of your customers or measuring your website and product performance, every business can benefit from unlocking the deeper insights in their data.

How do I get started with my experimentation?

Getting started is simple. Just email us hello@metriclabs.com.au or call us on 02 9160 0711 .

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