Building a Scalable A/B Testing Program

A data-driven testing system that made creative measurable, repeatable, and consistently effective.

Everyone had opinions about what looked best, what worked best. Long form copy was better, more colorful images were better. I wanted proof. So I built a system that tested creative decisions across forty brands and turned design intuition into measurable results.

When I joined Ambr Group, creative updates were being made in silos with no consistent testing process. Within a quarter, I built and led a cross-functional program that launched more than ninety structured tests across hundreds of products. It became a repeatable system that aligned creative, analytics, and leadership around the same goal: smarter, data-driven design.

How it happened

Everything you need to create, prototype, and collaborate—all in a single, easy-to-use platform.

Spot the Gaps and Build the Vision

Creative was moving fast, but learning was not. I audited listings, visuals, and sales data to find where creative could make measurable impact.

Finding patterns

I focused on high-traffic ASINs showing performance dips and studied competitor imagery and customer feedback to uncover opportunities.

Building the plan

From those insights, I created briefs with clear hypotheses, measurable goals, and proposed test variables. Leadership approved the approach, giving us a clear mandate to test, learn, and scale.

Design the Framework

I built a hypothesis-driven testing model that could scale across forty brands. Each test isolated one variable—main image, title, or benefit stack—and drew on customer data or review insights.

Creating consistency

I introduced standardized templates, naming conventions, and Looker dashboards that tracked performance in real time.

Building transparency

Dashboards gave every stakeholder visibility into what was running, what won, and what we learned.

Launch, Learn, and Refine

We launched our first wave of tests within weeks. I reviewed every creative variation before it went live to ensure alignment and accuracy.

Collaboration in motion

Weekly syncs with analytics and creative ensured fast iteration. Each round informed the next, turning insights into a growing library of what worked and why. Momentum built quickly as testing became part of how we created.

Scale and Prove the Impact

Within one quarter, the program was fully operational. We ran more than ninety structured tests across hundreds of products, many with ten to fifteen variations each.

What happened

Nearly one-third produced clear wins, conversion rates increased up to four points, and sales grew by more than fifteen percent. Several products nearly doubled organic revenue. Even inconclusive tests strengthened our understanding and refined future strategy.

The Impact

In just three months, creative testing produced a 15 percent sales lift across top brands and raised conversion rates by an average of 2.7 points. Dashboards replaced manual reports, and turnaround times dropped by 40 percent. Testing turned the creative team into a data-driven growth partner instead of a production arm.

The Outcome

By the end of the quarter, testing was no longer an experiment—it was the system behind every creative decision. Over three hundred assets were optimized through this framework, shaping a culture of curiosity, accountability, and measurable improvement.