How Graham & Brown cut test launch time by 90% with PBX

Experimentation under pressure

Graham and Brown Holdings, one of the UK’s leading interior brands (2.4 million active UK users) operates across multiple regions globally, with experimentation currently focused on the UK, US, and Canada. Alongside its core brand, the business also runs No Two Houses (536,000 active UK users), a fast growing brand.

Experimentation sits at the heart of the ecommerce team. Ideas flow in from trading, ecommerce, and UX, while execution is owned by a single operator. This model keeps testing aligned with real business needs, but it also puts pressure on resources.

With a small design team supporting the wider business, even strong ideas could take weeks to get live.

Focus on continuous innovation

When reviewing their experimentation setup, Graham & Brown wanted a platform actively investing in its experimentation capabilities, one that could grow with them.

Kameleoon stood out for its pace of innovation, regularly releasing new features and keeping experimentation at the core. Support also made a difference, close collaboration with their CSM and early access to PBX gave the team confidence the platform would continue to evolve.

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PBX: accelerating testing and driving ideas

PBX was the next step in Graham and Brown’s innovation journey. Joining the pilot program gave the team early access to a new way of working that fundamentally changed how they run experiments.

Previously, launching a test was a slow, multi-step process involving briefing designers and developers, QA, approvals, and deployment. Tests could take days or weeks.

With PBX, the team can now design, build, and launch experiments in minutes, cutting preparation time by up to 90%.

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That speed has removed many of the day to day bottlenecks around experimentation. Feedback cycles are shorter and designers are no longer pulled into test builds, freeing them to focus on higher priority work.

PBX as an ideation co-pilot

PBX hasn’t just accelerated execution, it's changed the way the team generates ideas. They can ask PBX directly for ways to improve a page or increase conversion, turning suggestions into actionable test concepts instantly.

A standout example is the sticky add to bag test. PBX suggested the idea, built the variation, and ran the experiment all within a single platform. What once could have taken weeks now happens in a single workflow.

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A sticky add to bag, ideated, built, and launched in one place

On No Two Houses, the team asked PBX how they could improve add to bag on mobile.

PBX suggested introducing a sticky add to bag, keeping the primary call to action visible as users scroll. PBX then built the experience and launched the experiment.

“Prompt: Suggest ways to increase add-to-bag conversion on the mobile product page.” 

Key Results:

• Add to Bag: 58% uplift
• Transactions: 13% uplift in average cart value
• Revenue: 12% uplift in revenue per visit & 10% uplift in total revenue
• Retention: 1% uplift
• Experience rolled out to 100% of traffic and queued for permanent implementation

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During a sales period on No Two Houses, the team wanted to test whether showing customers the exact monetary value they would save would perform better than percentage based discount messaging.

Using PBX, the team quickly built and launched a variation that displayed clear savings badging, confirming how much money customers would save on each product rather than showing a percentage discount.

Prompt:
“Show monetary savings on sale products instead of percentage discount badging.”

Key Results:
Performance: ~2% uplift during sale period
Launched in: 30 mins
Outcome: Validated savings based messaging as a stronger alternative to percentage discounts

Conclusion

With PBX at the centre of their experimentation programme, Graham & Brown can now turn ideas into tests the moment they arise. Experimentation is no longer slowed by resource constraints or long approval chains. Ideas move from concept to live quickly, learnings are applied immediately and testing remains sustainable even for a lean team.

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