Too small a change
At 2,000 visitors a month a different button colour is not measurable. Test whole pages, not details.
B2B and leadsIndustry
A/B testing for B2B
and lead generation.
B2B sites have few visitors, but every enquiry counts. That changes what you test.
- Main goal: Form submitted
- Guardrail: Qualified enquiry
- Segments by source checked
New product page
RunningAll goalsThe main goal decides
VariationVisitorsForm submittedRateMain goalAppointment bookedRateQualified enquiryFrom the CRMGuardrail
AOriginal4,800Baseline1.8%Baseline0.6%Baseline1.1%
BNew page4,800+16.7%2.1%+16.7%0.7%+9.1%1.2%
Segments by sourceMain goal, change
Organic search+11.8%
Paid search+13.1%
Email+12.4%
The gain comes from more than one source, not from a single campaign.
The pattern
Common mistakes
in B2B tests.
Too late a goal
The deal closes months later. As a primary goal you need something that happens often enough within the test window.
Decided too early
Three more enquiries in week one are chance, not a result.
Concretely
Tests to start with
Long versus short services page
As a redirect test. Goal: form submission.
State a price range
A starting price or project range. Goal: qualified enquiry.
Form versus booking
Two routes to a conversation. Goal: booked appointment.
Move references up
Social proof before the service description. Goal: form submission.
Measuring
The right goal
Use the form submission or the booked appointment as the main goal. Plan honestly: with little traffic a test often takes six weeks rather than two.
Matching platforms
Other industries