abtests.co.uk is the experimentation practice of Stafferton Digital, a boutique UK consultancy with two decades in search, analytics and conversion — and a particular depth in student accommodation, build-to-rent and e-commerce.
We started this site because the CRO industry has a truth problem. Win rates get inflated by peeking, flat tests get laundered into segment "wins", and the tests that lose — most of them — vanish from every case study. The result is an industry that reports like a casino and learns like one too.
We run things differently, and publicly:
- Pre-registered tests. Metric, threshold, sample size and end date written down before launch. No exceptions, no peeking.
- A public Test Graveyard. Our losers, documented with the same care as our winners.
- Our own tooling. We run experiments on ABexis, our A/B testing platform, or within your existing stack — whichever fits.
- Honest fit assessments. If your traffic can't support a testing programme, we'll tell you, and suggest what to do instead. Sometimes the answer isn't a split test.
If that sounds like the kind of programme you want, get in touch.