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Control Page

Image of A/B test of homepage vs landing page

Definition

The control page is the existing web page in an A/B or multivariate test. The control page is essential to provide the benchmark against which the variant (or challenger) page’s performance is compared with.

Image of control and variant page for Partycasino.com
Source: Partycasino.com

The example below shows the control and variant pages for an A/B test on a mobile site. The variant has a “Join Now” CTA added to the header and the hamburger button is replaced by “Info”. This resulted in an almost 50% increase in visitors going to the registration page and a 17% increase in registration conversion. 

Resources:

Conversion marketing – Glossary of Conversion Marketing.

A/B testing tools – Which A/B testing tool should you choose?

Optimisation process – 8 steps guaranteed to boost your conversion rate.

Over 300 tools reviewed – Digital Marketing Toolbox.

Credit:

https://www.flaticon.com/free-icon/ab-testing_7778281?term=ab+test&related_id=7778281

Featured image: Cheekybingo.com

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Neal Cole

Neal Cole

Neal is the founder of Conversion Uplift and the author of the official GA4/GTM audit course for CXL. It's the course much of the industry trains on. He's spent over 20 years in digital analytics, including senior roles in online gaming and financial services, working out where businesses' numbers go wrong and what it costs them. His work now focuses on server-side tracking, GA4 and BigQuery: getting the data right, and being the person who's accountable for it when a decision depends on it.
Neal Cole

Neal Cole

Neal is the founder of Conversion Uplift and the author of the official GA4/GTM audit course for CXL. It's the course much of the industry trains on. He's spent over 20 years in digital analytics, including senior roles in online gaming and financial services, working out where businesses' numbers go wrong and what it costs them. His work now focuses on server-side tracking, GA4 and BigQuery: getting the data right, and being the person who's accountable for it when a decision depends on it.

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Case Studies

What getting the numbers right is worth

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A childcare brand was under-reporting revenue by over 90%. Here’s what it was costing them.

Read Full Case Study
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Online claims conversion up from 20% to 45% for a global insurer, after fixing form tracking

We migrated their systems to Google Tag Manager, implemented detailed form field tracking, and developed online dashboards for self-service reporting.

Read Full Case Study
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80% more usable event data for an online casino group, by moving GA4 into BigQuery

The client struggled with data quality issues due to the limitations of free Google Analytics 4, given the high traffic volumes on their site. Solution: We exported raw data to BigQuery and set up automated dashboards to leverage tabular analysis directly from BigQuery.

Read Full Case Study
gambling slot machine casino 53876 123085

A childcare brand was under-reporting revenue by over 90%. Here’s what it was costing them.

Online claims conversion up from 20% to 45% for a global insurer, after fixing form tracking

80% more usable event data for an online casino group, by moving GA4 into BigQuery

A childcare brand was under-reporting revenue by over 90%. Here’s what it was costing them.

Read Full Case Study

Online claims conversion up from 20% to 45% for a global insurer, after fixing form tracking

Read Full Case Study

80% more usable event data for an online casino group, by moving GA4 into BigQuery

Read Full Case Study
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Case Studies

Testimonials

What Our Clients Say

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I've worked with a number of analytics specialists but Neal Cole at Conversion Uplift has always been in a different league. The latest project was for a full GA4 audit and server-side GTM implementation for a key eCommerce client of ours, and the quality of his work was outstanding. Neal has a rare ability to combine deep technical expertise with clear, practical communication that makes sense (and is easy to explain to others internally!). Beyond that, he consistently goes above and beyond, always available for questions at any time of day, and a genuinely calming presence when the inevitable challenges come along. Highly recommended for any GA4, sGTM audit and implementation work, not to mention reporting and dashboards.
Gav Stevens, Paladin Marketing
Neal gets to bottom of your problem, and brings clear, concise and thorough plans to the table. He will be the first guys I contact when I need conversion help and I couldn’t recommend him any higher!
Danny Mahon, Head of Marketing, playbgocasino.com, previously Bwin bingo brands
Neal came into Hastings to help us move our web analytics coverage and capability forward. From the outset Neal was consistently able to demonstrate his breadth of knowledge but also his strong work ethic and determination to overcome the challenges he encountered was admirable. Neal’s communication skills allowed him to integrate himself within the wider teams as well. I would have no hesitation in recommending Neal for similar roles and sincerely hope I work with him again in the future.
Dan Le Roux, Hastings Direct
Neal worked with me whilst at Assurant, he was a great team player, and nothing was too much for him. Neal added great value to the business and allowed us to strive further in our web analytics. I would recommend Neal to anyone who needs support in this field!
Matthew Ormerod, Director, Assurant
I had the pleasure of working with Neal from Conversion Uplift Ltd on our company’s Google Analytics 4 implementation, and I can confidently say that he did an outstanding job. I would highly recommend Neal for any project involving Google Analytics 4. He is a true professional who is committed to delivering high-quality results, and his expertise in this field is truly impressive. It was a pleasure working with him, and I hope to have the opportunity to work with him again in the future.
Vassilis Skolikis, Marketing Consultant
Working with the Conversion Uplift team has been an incredible success. The team transformed and improved our web analytics set up and implemented an A/B testing framework for the business. I wouldn’t hesitate to recommend this experienced team to any digital company.
Andrew Manduca, VP Growth, Casino Brands

Meet Our Team

Meet the people accountable for your numbers

 Conversion Uplift

Conversion Uplift is led by Neal Cole, author of the official GA4/GTM audit course for CXL, not “CXL-trained” like much of the field, but the person who wrote the course. Behind him is an experienced team with a background in the sectors where getting measurement wrong is most expensive: financial services and gaming. The person who audits your setup is the person who fixes it.

Neal Cole

Conversion Uplift Founder
and creator of CXL.com's GA4 Audit Course

Kristian Kirk

Analytics Engineer

Richard Kottke

Senior Analytics Consultant

Muhammad Gaffer

Data Analyst

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Social Insights

Insights We Share on LinkedIn

Neal regularly shares what we’re seeing in the field, where analytics data goes wrong, what AI changes for measurement, and how server-side tracking and BigQuery keep the numbers honest. Practical, specific, and occasionally uncomfortable.

Contact Us

Let’s Find Out What Your Data is Telling You

Start with a free website audit, or talk to Neal directly about a full diagnostic. Either way, you’ll know exactly where your numbers stand, and what it’s worth to fix them. Results in minutes, no account access needed.