Experimentation
Experimentation & A/B Testing
Good experiments don't just give answers — they create an organisation that learns faster than the competition. I build testing programs that deliver insights and business results.
Why experimentation?
Most optimisation initiatives are built on gut feeling. Experimentation replaces assumptions with evidence. Every change is tested, measured, and evaluated before it's rolled out.
A well-structured testing program doesn't just improve conversion — it builds a culture where decisions are made on the basis of data, not hierarchy.
My approach
I work across the full process: from identifying test opportunities based on data, to designing experiments, implementing tests, and analysing results. Tools like Kameleoon, GA4, and custom JavaScript implementations are used depending on the need.
Every test has a clear hypothesis, a calculated sample size, and a predetermined success criterion. No cherry-picking, no early stops without statistical basis.
Results are documented and shared — so the entire organisation learns, not just the person who ran the test. A solid measurement plan ensures you're measuring the right things from the start.
Interested??
I work with companies that want to grow through experiments and data. Tell me about your project.
Get in touchAndreas Cederblad Δ