# Dalton: Full Site Content > Dalton is a CRO co-pilot that lets you ship experiments instantly. No developers needed. --- ## Pricing & Plans ### Try Dalton: Free - < 10k Monthly sessions - 3 Experiments per day - Continuous flow of new experiment suggestions - Slack support ### Essential Plan: $99/mo (billed annually) or $110/mo (billed monthly); in the Eurozone €79 / €89 - < 10k Monthly sessions - Unlimited experiments on all your pages - Continuous flow of new experiment suggestions - Access to newest features - Priority live support on Slack & email - Cancellation without commitment in first month ### Pro Plan: $648/mo (billed annually) or $710/mo (billed monthly); in the Eurozone €450 / €499 - Everything in Essential Plan - < 50k Monthly sessions ### Enterprise: Custom pricing - Everything in Essential and Pro - Custom Monthly sessions - Priority live support on Slack & email --- ## Frequently Asked Questions ### Do I approve everything before it goes live? Yes. Dalton suggests experiments and generates variants, but nothing goes live without your approval. You can edit any variant, prompt your own ideas, or reject suggestions entirely. ### Will this slow down my website? No. Dalton loads in under 50ms with no impact on Core Web Vitals or SEO. ### How quickly will I see results? Most customers see meaningful results in 2–4 weeks, compared to 3–4 months with traditional A/B testing. Some have conversion uplift within the first week. ### How much traffic do I need? A minimum of 3,000–5,000 monthly visitors per page. This is 10–20× lower than traditional A/B testing tools like VWO or Optimizely. ### Do I need a developer? No. After a one-minute script install, anyone on your team can run experiments. No design or engineering cycles needed. ### How is Dalton different from VWO or Optimizely? Those tools require you to manually create hypotheses, build variants with developers, and wait months for results. Dalton generates ideas and variants with AI, deploys without code, and finds winners faster through smart traffic optimization. ### Does Dalton understand my brand & tone-of-voice? Yes. Dalton analyzes your website and generates variants that match your brand voice, visual identity, and messaging style. You can also edit these settings. ### What can Dalton test on my website? Any front-end change. Headlines, CTAs, layouts, social proof, product descriptions, trust signals, and more. You can test 100+ variants simultaneously. ### Can Dalton break my website? No. Changes are applied as an overlay — your original code is never touched. You can pause or stop any experiment instantly. ### Is it easy to set up? Yes. Install one JavaScript snippet in the website head (takes 1 minute, like Google Analytics). Dalton scans your site and suggests experiments within minutes. ### What does the hiring process look like? A short intro call, a practical assignment close to the work you'd actually do, and a final conversation with the team. Most candidates go from first call to offer within two weeks. ### Do I need event-tech or AI experience to apply? No. We care more about how you think and learn than about a specific background. If you're curious about CRO and AI and ship great work, you'll fit right in. ### Where does the team work from? We're based at Wintercircus in Ghent, Belgium, and work hybrid — a few days together in the office and the rest wherever you're most productive. ### What's it like working at Dalton? Small team, high ownership, fast feedback loops. You'll ship to production in your first week and have a direct say in what we build next. --- ## Case Studies ### Reima: From zero to 100+ live experiments in four weeks With over a million monthly sessions but no CRO team to act on them, Reima had upside it couldn't reach. Dalton changed that: more than 100 experiments live in four weeks across five markets, profitable at scale, without a single developer hour. - **€850K+** Added revenue - **+8.5%** Add-to-cart uplift - **0** Developer hours > "It would be very challenging to make it profitable to run A/B testing with traditional methods. Now we can do it effectively at scale." > Jonni, Senior Manager, Digital, Reima ### Van de Velde: How a lean CRO team runs continuous experimentation across three brands and twenty locales Van de Velde built a self-service testing programme across Primadonna, Marie Jo and Sarda, while decreasing load on development. - **+24.9%** Best validated test (92% confidence) - **4-5** Experiments running in parallel - **20** Locales > "I can run a lot of tests at the same time, in parallel to the development team. Tests on the PLPs used to require quite a bit of development. Now we do them ourselves, which also drives down the cost. " > Désirée Van den Eynde, CRO & Digital Project Manager, Van de Velde, Van de Velde ### In-Shape Family Fitness: In-Shape lifted its conversion rate 14% with zero developer hours A 60+ location US fitness chain was paying to send half a million sessions a month to a site it could barely change. With Dalton, marketing now runs experiments across the entire club network with zero developer hours, and the same traffic produces measurably more membership signups. - **+14%** Lift in membership conversion rate - **$890K** Projected added membership revenue / year - **0** Developer hours per test > "We were about to rebuild our club pages, so Dalton let us prove what actually converts first, with no developer time, and roll the winners out across all 60 clubs at once." > Matt Thompson, Senior Director of Growth Marketing, In-Shape Family Fitness ### Bella Coterie: Bella Coterie Increased Conversions by 10.5% in 3 Months CRO used to be off the table for Bella Coterie. With Dalton it became part of how the site works, a 10.5% conversion lift and a 2,600% return on cost. - **10.5%** Conversion rate increase - **€78,000** Additional annual revenue - **2,600%** ROI on Dalton cost > "Before Dalton, CRO was just not realistic or worth our time and money. Now it's just part of how the site works." > Ray, Head of Growth, Bella Coterie ### Aikido: Aikido drives more free trials through ads with Dalton Aikido turned ad traffic into more free trials by letting Dalton continuously test and adapt landing pages, without using developer resources. - **15%** Increase in click-through rates - **15%** Lower bounce rates - **25** Tests live > "Dalton felt like adding a 24/7 CRO team, without hiring a single person. We're finally getting the full value from our ad spend." > Felix Garriau, CMO, Aikido ### Dexxter: Dexxter drives more free trials through ads with Dalton Classic A/B testing wasn't realistic for Dexxter. Not enough traffic, no team to manage it. Dalton made smart, fast experiments simple and grew free trial sign-ups. - **20%** Increase in free trial sign-ups - **5%** Reduction in bounce rates - **2 Weeks** Time to results > "Classic A/B testing wasn't realistic: not enough traffic, and no team to manage it. Dalton made it simple to run smart & fast experiments at scale." > Cédric Habex, Head of Growth, Dexxter ### Sunday: Sunday Finds 10-15% Conversion Lifts in Weeks Sunday now tests at the pace its business demands. Within weeks it found messaging and layout changes that lifted conversion and engagement double digits. - **40%** More product views - **14%** Lower bounce rate - **2 Weeks** Time to results > "In 1 week we already found a tagline that converts 10% better that we now use in all marketing assets." > Niels Vandecasteele, CEO & Founder, Sunday --- ## Reviews & Social Proof - **4.6/5 stars** from 8 reviews on [G2](https://www.g2.com/products/dalton/reviews) > ""It would be very challenging to make it profitable to run A/B testing with traditional methods. Now we can do it effectively at scale."" > Jonni, Senior Digital Manager, Reima > ""Classic A/B testing wasn't realistic: not enough traffic, and no team to manage it. Dalton made it simple to run smart & fast experiments at scale without new hires. In 1 week we already found a tagline that converts 10% better that we now use in all marketing assets."" > Niels Vandecasteele, CEO & Founder, Sunday > ""Think of it like having a CRO team generate ideas overnight, then you pick the best ones in the morning. Except it happens continuously." " > Ray, Head of Growth > ""Dalton allows for easy idea iteration and launching of experiments. It's an awesome experience and has been very easy to integrate."" > Jack Brophy, Senior Data Analyst > ""We're scaling performance marketing, so we are testing messaging non-stop in ads. With Dalton, we're doing the same for the website - without slow A/B tests and pulling in design, dev, or extra tools. It felt like adding a 24/7 CRO specialist, without hiring a single person."" > Cédric Habex, Head of growth, Dexxter > "We're finally getting the full value from our ad spend. Our website now adapts as quickly as our campaigns without using developer resources." > Felix Garriau, CMO, Aikido --- ## A/B Testing Glossary **A/B Test**: A controlled experiment that compares two versions of a page or element by splitting live traffic between them to see which drives more conversions. **AI Optimization**: Using AI to generate, deploy, and continuously adapt website experiences automatically, instead of running each experiment manually through design, dev, and analysis cycles. **Confidence Interval**: The range your true conversion rate is most likely to sit inside, based on what your test has seen so far. Less data → wider interval → less certainty about the real number. **Confidence Level**: The probability that your test result is real, not a fluke. A 95% confidence level means you accept a 5% chance you're chasing noise. **Control**: The original, unchanged version in an experiment. It is the baseline that every variant is measured against. **Conversion Rate**: The percentage of visitors who complete a desired action (purchase, sign-up, click) out of everyone who saw the page. **Conversion Rate Optimization (CRO)**: Conversion rate optimization (CRO) is the practice of increasing the share of visitors who take a desired action, like buying or signing up, usually through experimentation. **Experimentation**: Experimentation is running controlled tests, like A/B tests, to learn which changes to a site or product actually improve outcomes, instead of relying on opinion. **Multi-Armed Bandit**: A multi-armed bandit is an algorithm that dynamically allocates traffic to the best-performing option in real-time, balancing data collection with immediate performance. **Null Hypothesis**: The starting assumption in any statistical test: that nothing interesting is happening. In A/B testing, it means assuming your variant performs identically to your control, any observed lift is just random noise until proven otherwise. **P-value**: The probability of observing a result at least as extreme as yours if there were truly no difference between variants. Lower means stronger evidence. **Sample Size**: The number of visitors required in each variant to detect a meaningful difference reliably, calculated before the test starts. **Split Testing**: Split testing, also called A/B testing, compares two or more versions of a page or element by showing each to a separate slice of traffic to see which performs best. **Statistical Power**: The probability that a test correctly detects a real effect when one genuinely exists, typically targeted at 90%. **Statistical Significance**: The confidence that the difference between variants is real and not down to random chance, conventionally declared when the p-value drops below 0.05. **Type 1 & Type 2 Errors**: The two ways an experiment can mislead you. Type 1 (false positive): you declare a winner that doesn't actually beat the control. Type 2 (false negative): you miss a winner that's genuinely better. **Uplift (Lift)**: The relative change in conversion rate of a variant compared to the control, usually expressed as a percentage. **Variant**: Any modified version of the page being tested against the control, labelled B, C, and so on. **Website Personalization**: Showing different visitors different versions of your website based on who they are, where they came from, or what they're trying to do, so each person sees the experience most likely to convert them.