Presentation shared at Marketing Innovation Summit for B2B.

1. CREATING PAGE OPTIMIZATIONS &
EXPERIMENTS IN B2B
MARKETING
INNOVATION
SUMMIT
FOR B2B
presented by
#B2BSummit | @Demandbase
April 29-30, 2015 | AT&T Park, San Francisco, CA

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AGENDA
§ Goals and Objectives
§ Why Test?
§ What is A/B testing
§ What is Multivariate testing
§ Tools you can use
§ Testing Best Practices
§ Customer Success Stories
§ Exercise
§ Q&A

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Goals and Objectives:
Effective Testing
Strategy
Reporting & Analysis
Best Practices

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Why test?
We can’t solve problems
by using the same kind
of thinking we used
when we created them.
“
”

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TESTING METHODOLOGIES

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What is A/B testing
A B
– VS. –

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What is Multivariate testing?
– VS. –
1
3
2
4

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Difference between the two
A/B TESTING MULTIVARIATE TESTING
Less Traffic More Traffic
Tests fewer variations Can test more combinations
Apples and Oranges Variations of fixed elements
Easy to visualize test Harder to visualize tests
No risk of bad combinations Risks of bad combinations
More testing rounds Fewer test rounds

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Tools you can use

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HOW TO GET STARTED?

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6 Steps for Building a Bullet Proof Test

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What can you test?
Calls to Action
(CTAs)
Product Pricing &
Promotions
Headlines
Product Pictures Forms Testimonials,
Logos, etc.

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How To Get Started
Crawl Phase Walk Phase Run Phase

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How to Prioritize Tests?
EXPECTED UPSIDE
§ Monetized value (revenue or monetary value)
§ Engagement metrics (content engagement,
forms submissions, MQLs, etc.)
EASE OF IMPLEMENTATION
§ Measurability of results
§ Resources requirements
§ Test Complexity
§ Costs and timeframe per test

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Use Analytics to measure, measure, measure
§ Ensure data is captured
(UTM parameters, tagging,
event tracking, etc…)
§ Optimization tool is correctly
filtering and serving the right
content
§ Analysis of the test
§ Before and After
RECOMMENDED REPORTS FOR
TESTING SEGMENTS
1. Overall Traffic by Audience,
Industry, & Company Name
2. Account Watch Reports
3. Source of Traffic for Key
Segments
4. Top 5 Landing Pages for
Business Traffic by Industry
5. Engagement/Conversion Path
Reporting for Target Accounts

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B2B TESTING IDEAS

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Testing ideas: CTA
§ What to Test:
§ Timeliness (now)
§ Commitment
§ Branded language

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Testing Ideas: Number of fields
WHAT TO TEST:
§ Remove a few form fields that
aren’t essential (e.g. can address
be replaced with zip code?)
§ Hide a few form fields and
populate them behind the scenes
SIGN UP
FOR A FREE THING
Full name
Email
Password
Phone
Company
Industry
Street Address
City
State
ZIP
Number of Employees
Website
SUBMIT
Title
Revenue
Website traffic
$35,622,000,000
Software & Technology
105,000
500 Oracle Parkway
Redwood Shores
CA
94065
Enterprise
http://www.oracle.com
Hidden Fields:
1,600,000
Oracle Corp.Company
Revenue
Industry
Employees
Address
City
State
ZIP
Audience
Website
Traffic
SIGN UP
FOR A FREE THING
First Name
Business Email
SUBMIT
Title
Last Name
Company

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Testing Ideas: Error Messaging
§ What to test:
§ Highlight the fields in obvious colors
§ Create a space for error messages immediately to
the right of fields
§ Increase the size of error messaging text
§ Provide immediate validation

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CUSTOMER SUCCESS
STORIES

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Testing and Experiments – CRAWL
Results: +200% increase
in conversions!

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Testing and Experiments - WALK
§ dsf
+85% increase in banner click-through

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Testing and Experiments – Run
Default Experience Healthcare Experience

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Continued testing deeper in the site
Default Experience Healthcare Experience

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EXERCISE

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Exercise – Landing Page A/B Test
§ Which copy increased trial sign-ups?
Version A Version B
Source: http://unbounce.com/a-b-testing/shocking-results/

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Exercise – Email Sign-ups
§ Does an email security seal help or hinder lead generation
form completions?
+12.6%
Source: http://unbounce.com/a-b-testing/shocking-results/

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Best practices for a good test
§ Have a hypothesis
§ Define success metrics
§ Follow the process
§ Wait for statistical significance
§ Document and share learnings from testing
§ Test again!

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THANK YOU!