Cost Effective Website Improvements WITHOUT Redesigning

How a scientific A/B split testing approach can deliver cost effective, evidence based return on investment for business owners (even small ones).


  1. Finally understand how website customers behave!
  2. What is A/B split testing?
  3. Benefits for website ROI
  4. What can you measure and improve?
  5. How the professionals do it
  6. It works for small business too
  7. What about SEO?
  8. Introductory offer - limited to 5 companies only


Finally understand how website customers behave!

It's a common refrain - 'I know half of my marketing is working - I just don't know which half'. How many of us marketers and business owners have wished we were in a world where we could see what was really happening? Well, we can. It's now within the commercial reach of small business owners - and it can be a lot more cost effective than re-developing an entire site.

What is A/B split testing?

A/B split testing is the science and art of testing two slightly different versions of a piece of digital marketing (whether a website page, a Google Adwords advert, or an email).

By measuring changes in behaviour (such as engagement, length of visit, conversions to a lead generation goal) we can pick winning combinations based on actual user behaviour. In short, it taks the guess work out of developing a website. What you've got left is a clear methodology for increasing response on your website.

The Benefits for Website ROI

More than anything, split testing is about improving key metrics on a website based on real-life human behaviour from visitors on your website.

Business owners are more reliant than ever before on websites to generate new leads, enquiries and sales. A single website can get hundreds, thousands or tens of thousands of visits per month. So even a small percentage improvement becomes statistically significant when you consider the volume of traffic over an entire year. Taken as a continuous process, a number of small improvements can make a big difference to whatever your key goals are.

What can you measure & improve?

Reduction in bounce rate

A high bounce rate can be indicative of low quality visits or irrelevant content.

Increase in engagement

Interested customers tend to look at more than one page of your site. Small changes to messaging, navigation, imagery and the like can subtly alter website behaviour as well as modify the choice architecture of the website

Increase in time spent on the site

Interested customers will spend more time your website investigating your products and services.

Increase in visits to key sales pages

You want customers to visit key sales pages during a visit. If they're not doing that, changing the choice architecture of a page is a slamming way to alter behaviour in positive ways.

Conversion of visits into form submissions

Visits are only indicative that people found your page. The real advantages of split testing becomes evident when you run tests to increase the number of form submissions meaning an increase in leads to follow up and generate business from.

Conversion of visits into mailing list sign-ups

Mailing lists are the most widely under-used marketing medium. Perhaps they have gone out of fashion, partly because of spam, partly because of social media. But smart marketers know that a growing permission based mailing list gives you more opportunities to sell.

These examples are not exhaustive.

How the professionals do it

I am fascinated by a website called Which Test Won? Every week they email an example of a real test, challenging you to guess which version made a substantial improvement. It's sometimes astonishing to see that even a very small change can translate into huge differences in response.

I strongly recommend you sign yourself up for this email so you can see the evidence for yourself.

It works for small business too

It's not expensive. 

You may think you're too small to benefit from split testing. But it's entirely possible to test and increase website response at low cost. Where you think you may need a redesign, you may only need a few tweaks here and there to substantially improve your website response.

What about SEO?

Think of digital marketing as a series of links in a chain. Your marketing strategy is only as strong as your weakest link. Websites are often the weak link - yet they get traffic from search engines, pay per click marketing campaigns, direct mail and print adverts. So improving your website improves response for every kind of visit that comes to your site.

Introductory offer: limited to 5 companies only

For a trial period, we are offering 5 UK companies the opportunity to try our conversion optimisation service for just £200. We'll run up to 5 tests on your site over one month to improve key metrics.

At the end, if we're unable to prove positive change to your website, you will pay absolutely nothing. Zero. Zilch. It's on us.

Can't say fairer than that. For further information please call 01392 427358.

Ask us

Got a question? Give us a call on
01392 427 358

Join our mailing list

Recent articles

Thu 18 Feb | 2016
We have just launched a new app to help reduce waiting times in hospitals across Devon and Cornwall. The app, NHSquicker, allows people to view up-to-date waiting times for local emergency departments and minor injuries units. It also provides information regarding distance and time to different treatment centres, based on the user's location. Reactor15 have been working with Exeter Health and Care IMPACT Network, a collaboration between the NHS across Devon and Cornwall and academics from the University of Exeter to build an app which is widely available for smartphones and tablets, on Apple and Android. The NHSquicker app took six months to build and is a fully native app developed using our own custom framework. Using a native platform which allowed us to build a fast, responsive and reliable experience to users, when accuracy and speed of information is very important. The app also provides information about less urgent NHS services, including GPs, pharmacies, sexual health services, dentists and opticians. Mike Saunders, Managing Director of Reactor15 said: "It’s great, once again, to be involved in building a really useful NHS tool. We were asked to build an app which will not only help reduce waiting times in our local hospitals but will also help patients make the right choices with regards to how and where they receive their treatment. We believe our native app platform is both robust and versatile enough to meet the needs and brief of Exeter Health and Care IMPACT Network." Reactor15 have a good working relationship with the NHS and have already built the award winning HANDi Paedatric, POPs apps and the Devon and Wakefield Formularies. NHSquicker can be downloaded on iTunes and Google Play.
Read more

Thu 18 Feb | 2016
Reactor15 have been working with Exeter based commercial finance specialists Charterbank Capital, to help develop an intergrated digital marketing strategy. Targeting the south of England, Charterbank Capital have a range of packages for commercial customers including bridging loans, auction finance, development loans and farm finance. Reactor15 have been working on their main site Looking to generate enquires to their service, we have implemented our 11 point SEO plan on the site and have also created an AdWords campaign.
Read more

Thu 18 Feb | 2016
Reactor15 have been busy helping Exeter based Busy Bees Window Cleaning Services and Busy Bees Carpet Cleaning Service with some search engine optimisation. 
Read more

Thu 18 Feb | 2016
Reactor15 extends a warm welcome to Dartington Hall as they join our design agency’s client portfolio, running a Christmas advert campaign in local media and on Twitter. 
Read more

Privacy Policy

This privacy policy sets out how Reactor uses and protects any information that you give Reactor when you use this website.

Reactor is committed to ensuring that your privacy is protected. Should we ask you to provide certain information by which you can be identified when using this website, then you can be assured that it will only be used in accordance with this privacy policy.

Reactor may change this policy from time to time by updating this page. You should check this page from time to time to ensure that you are happy with any changes. This policy is effective from 25th May 2012.

Information We Collect

We may collect the following information when you subscribe to our email newsletter or fill in our enquiry form:

  • First name
  • Last name
  • Email address
  • Contact information including email address
  • Demographic information such as postcode, preferences and interests
  • Other information relevant to customer surveys and/or offers

What We Do With This Information

We require this information to understand your needs and provide you with a better service, and in particular for the following reasons:

  • Internal record keeping.
  • We may use the information to improve our products and services.
  • We may periodically send you emails about new products, special offers or other information which we think you may find interesting using the email address which you have provided.
  • From time to time, we may also use your information to contact you for market research purposes. We may contact you by email, phone, fax or mail. We may use the information to customise the website according to your interests.


We are committed to ensuring that your information is secure. In order to prevent unauthorised access or disclosure, we have put in place suitable physical, electronic and managerial procedures to safeguard and secure the information we collect online.


We use cookies on this website.

A cookie is a small file which is placed on your computer's hard drive with your implied consent. Cookies allow web applications to remember you and personalise your experience. The website can tailor its operations to your needs, likes and dislikes by gathering and remembering information about your preferences.

Google Analytics & Conversion Tracking

We use traffic log cookies from Google Analytics to identify which pages are being used and is an essential part of monitoring and improving our electronic communications. This helps us analyse data about web page traffic and improve our website in order to tailor it to customer needs. We use this non-identifiable aggregated traffic information for statistical analysis purposes.

We also use conversion tracking to understand customer behaviour.

Session Cookies

This site uses essential session cookies for the operation of the website.

Google Adwords Cookies

We may use cookies in Google Adwords for remarketing purposes. This means we remember your visit to our website to provide you with advertising elsewhere on the Google Display Network.

Other Applications

If we embed YouTube videos in the site, watching the video will set a cookie on your computer.

We may also use embedded applications such as Twitter, Facebook or Rafflecopter. These third parties may set cookies to remember your preferences.

How to Disable Cookies

You can choose to accept or decline cookies. Most web browsers automatically accept cookies, but you can usually modify your browser setting to decline cookies if you prefer. This may prevent you from taking full advantage of the website.

If you disable cookies, your experience of some parts of the website may be affected.

Links to Other Websites

Our website contains links to other websites of interest. However, once you have used these links to leave our site, you should note that we do not have any control over that other website. Therefore, we cannot be responsible for the protection and privacy of any information which you provide whilst visiting such sites and such sites are not governed by this privacy policy. You should exercise caution and look at the privacy policy applicable to the website in question.

Controlling Your Personal Information

You may choose to restrict the collection or use of your personal information in the following ways:

  • whenever you are asked to fill in a form on the website, look for the box that you can click to indicate that you do not want the information to be used by anybody for direct marketing purposes.
  • if you have previously agreed to us using your personal information for direct marketing purposes, you may change your mind at any time by writing to or emailing us at

We will not sell, distribute or lease your personal information to third parties unless we have your permission or are required by law to do so. We may use your personal information to send you promotional information about third parties which we think you may find interesting if you tell us that you wish this to happen.

You may request details of personal information which we hold about you under the Data Protection Act 1998. A small fee will be payable. If you would like a copy of the information held on you please write to Reactor, Queensgate House, 48 Queen Street, Exeter, EX4 3SR, United Kingdom.

If you believe that any information we are holding on you is incorrect or incomplete, please write to or email us as soon as possible, at the above address. We will promptly correct any information found to be incorrect.