Are you seeing real business impact from your A/B testing?
Many enterprise teams are running experiments, but struggling to show meaningful impact due to:
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Unclear ROI from their CRO efforts
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Siloed testing, limited to one team or channel
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Low test velocity caused by internal blockers and red tape
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Low trust in experimentation data, processes, and results
If that sounds familiar, you're not alone. My name is Sandip Amlani, and I help marketing, digital, and product leaders break out of this cycle, and turn experimentation into a trusted, scalable, profit-driving growth engine.
Real-World Results: Scaling Experimentation for Impact
Working With The Best
Trusted by industry leaders to scale experimentation & drive growth
Is This For Me?
✔ You’re in the right place if you’re a:
✅Marketing Director or Growth Lead looking to make experimentation a core part of your strategy.
✅Head of Digital or E-commerce Lead who wants faster, data-driven decision-making.
✅Product Leader looking to integrate experimentation into product development.
✅Strategic leader aiming to create a unified growth engine across teams and initiatives.
❌ This is NOT for you if:
❌ You're only looking for small scale UX wins.
❌ You’re not ready to embed experimentation into strategic decision-making.
❌ You want to prioritise just running tests over developing a culture of experimentation
❌ You think experimentation should live only in marketing and not influence the wider business.
The Optimisation Playbook for Complex B2B Sales
This 6-part email series is packed full of no-nonsense insights to help you navigate the unique optimisation challenges in complex B2B sales companies.
If you're struggling to get experiments out the door because of red tape, long sales cycles, buying committees and slow internal processes this series is for you.
Each email offers practical advice on running smarter, more strategic experiments in environments with high stakes and multiple decision-makers.
Sign up to get insights that cut through the noise.
Run smarter experiments. Deliver bigger wins.
A/B testing won’t move the needle if the operating system doesn't work. Bad data, slow processes, inadequate skills and siloed teams can all kill potentially great programs.
I can help you:
✅ Run more meaningful, high-impact experiments, not just minor website tweaks (meek-tweaking).
✅ Connect experimentation to wider business priorities, ensuring leadership sees it as a business driver, not a side project.
✅ Break down silos & scale learnings, so insights don’t get trapped in one team but spread across marketing, product, and leadership.
✅ Improve test quality & measurement, so you’re not making decisions based on underpowered, poorly structured tests.
✅ Turn experimentation into a strategic growth lever, embedding experimentation into the company culture.
✅ Eliminate manual work by using AI to automate where possible, freeing up bandwidth for genuine innovation.
Testimonials
Sandip brings passion and expertise to the complex but critical area of digital optimisation. He is laser focused on adding value for clients; by simplifying, educating and designing an actionable roadmap that will drive measurable impact. He understands root issues quickly and will partner with subject matter experts in a structured way to show results quickly. Whichever stage of maturity a team is at with creating an optimisation culture, Sandip is a great asset at understanding context and then moving the needle.
~ Tejal Patel Senior Director, Digital Marketing, EMEA Cisco
Laser focused on adding value for clients
Expert Guidance. Measurable Business Outcomes.
I help organisations get off of the hamster wheel of meek-tweeking and get onto the flywheel of growth:
✅ 25+ years in Web Experience Optimisation, including CRO, UX, Research, SEO & Personalisation — ensuring a broad, integrated approach to optimisation.
✅ Led experimentation transformation at enterprise companies: growing from small scale regional testing to a multi-disciplinary Global Optimisation Centre of Excellence.
✅ Applied behavioural science to uncover deeper problems and larger opportunities to focus testing efforts around.
✅ I don’t just optimise conversion rates — I help teams structure, scale, and integrate experimentation into wider business strategy.
How AI is changing the game
..and what that means for your growth strategy
Most experimentation activity focuses on optimising within a current set up, with tests designed to squeeze as many conversions as possible within a current design or strategy (local Maxima).
AI is increasingly automating this kind of optimisation work, so the real value of experimentation will be in innovation such as discovering new markets, customer segments, messaging and even your value proposition.
The business impact of these discoveries will far outweigh the benefit of any amount of button colour or sticky navigation tests that you run.
Services
Consultancy
I can help whether you're looking to develop a winning optimisation strategy or need help building processes and operating models.
Workshops
Struggling to get buy-in or align teams? My workshops cover everything from goal tree mapping to team structures to turning research into actionable experiments.
Program Maturity Audit
Understand your organisations experimentation maturity level in terms of processes, tools, skills, and culture. I provide a clear roadmap of activities to climb up the maturity curve.
Coaching & Education
Whether you need one-on-one guidance or team training, I help marketers, product teams, and analysts become stronger experimenters and decision-makers.
Frequently Asked Questions
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How are you different from other optimisation / growth consultants?There are plenty of smart optimisation / growth consultants doing great work out there, so it’s a fair question. What I can say is this: I’m not just recycling playbooks from a course or a book. Sure, I’ve done the courses and read the books — but more importantly, I combine that knowledge with 25+ years of client-side experience, turning ideas into tangible results while navigating the messy realities of large organisations.
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We are already running experiments, why do I need you?The fact that you're here probably means you're not seeing the impact you want from your experimentation efforts. I help teams break out of small-scale optimisation and drive meaningful business growth by embedding experimentation into strategy, decision-making, and company culture.
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Do you charge hourly or work on retainers?I structure engagements to fit your needs. This could range from one-off projects to monthly retainers for continuous optimisation. I even offer time-banks where you purchase a discounted block of time upfront (min 4 hours) and this can be used how ever you want, giving you even more flexibility.
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We’ve tried experimentation before, but it didn’t work. What makes this different?Many programs fail because they’re not set up to deliver impact. I don’t just help you run tests — I help you build a system that links experimentation to strategic goals, gets leadership support, and drives real business outcomes.
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What is Conversion Rate Optimisation (CRO)?Conversion Rate Optimisation (CRO) is a structured, data-driven approach to improving the performance of your website or digital experience. It involves analysing user behaviour, identifying friction points, and testing hypotheses to systematically increase conversions—whether that means purchases, signups, or other key actions. Rather than relying on gut instinct, CRO ensures that every decision is backed by data, minimising risk and maximising impact.
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How do I get leadership bought in?I help teams speak the language of the C-suite — showing how experimentation ties directly to profitability, de-risking decision-making, and long-term business growth. I can even work with you to build a business case for leadership buy-in.
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How do we start working together?Book a free consultation. We’ll talk about where you are now, where you want to be, and whether I’m the right fit to help you get there.
Get In Touch
Book a FREE, no-obligation consultation by completing the form below.