SaaS Experiments

How do you improve onboarding for a complex product with distinct types of users who have different needs? 😅

Not easy, but it can be done - as explained in this conversation with Product Designer Rafa Studart.

AJ Davis, founder of Experiment Zone, breaks down results from an extremely effective category page tweak. She goes on to outline how to think about the role of each page on your site, where to add messaging about what makes your brand unique, and how to get that messaging right.

Why most brands get their Amazon strategy wrong (and how to get it right)

Tips on optimizing videos for your paid social campaigns - from thumbstop to conversion.

Watch on YouTube: https://youtu.be/x6AEKZGKFeI

Arun Sivashankaran, founder of FunnelEnvy, breaks down all things optimization for Demand Gen. What to measure, where to focus, and where *not* to focus.

1:13 What makes Demand Gen different from other types of websites

3:48 Quantity vs quality when optimizing for leads vs revenue

6:05 Measuring what matters will change the nature of the experiments you run 🤯

9:48 3 types of changes that drive the most results

17:53 3 common sense buyer journey stages

20:19 Where to start, and how to evaluate your top of funnel offers

23:58 Personalization ... or website retargeting 😎

30:45 The meaning of "friction" in a B2B Demand Gen context

Find Arun here: https://www.funnelenvy.com/

Nichole Elizabeth DeMeré and Claudiu Cioba from Reeview reveal all the secrets to effectively using video content on your ecomm product pages.

In this episode, I talk to Ben Labay, Managing Director of CX Experimentation at Speero.

He breaks down how to meet the challenge of doing user research when you’re selling a B2B SaaS product to a highly specialized market.

Transcript and other ways to listen here:

https://briandavidhall.com/ben-labay-on-saas-experiments/

2:09 Should you do user testing in B2B SaaS?

4:35 Common user testing platforms & features

5:24 Custom paneling services

7:14 What to look for in user testing

7:51 NPS and benchmarking metrics

10:20 Tradeoffs between platforms with custom panels vs DIY recruitment

12:48 Using industry newsletters for panel recruitment

15:22 Using a tool like Hotjar for panel recruitment

19:16 If you're just starting out ...

21:20 How not to mess up your script and screening questions

26:35 How to detect struggle/friction in user testing sessions

29:42 How many participants do you need to do benchmarking?

31:49 Tradeoffs between highly qualified panelists vs feasibility of finding them

34:25 More on screener questions

40:02 More on pricing tradeoffs

43:22 Avoiding data traps

45:53 "Science is merely a tool to, to try to be fast and confident at the same time in our decisions"

I talked to Andrew Anderson about discovery-based optimization.

Transcript and other ways to listen here: https://briandavidhall.com/andrew-anderson-on-saas-experiments/

The Discipline Based Testing Methodology (https://cxl.com/blog/the-discipline-based-testing-methodology/) – an article on the CXL blog that outlines some of the ideas from this podcast, and includes screenshots from a homepage redesign experiment

Andrew on Twitter (https://twitter.com/antfoodz) and LinkedIn (https://www.linkedin.com/in/foodz/)

I talked to Justin Aronstein from https://mobile1st.com/ about running SEO experiments, and fostering experimentation culture across teams.

Transcript and other ways to listen here: https://briandavidhall.com/justin-aronstein-on-saas-experiments/

0:38 Justin's background

1:13 About FlowSports - business model and goals

3:39 SEO experimentation vs CRO experimentation

6:13 Why run tests if we have best practices?

10:10 Tying SEO updates to revenue

11:15 Set up of the scheme experiment - Bucketing

13:29 Reporting

14:37 More detail about scheme (see link below)

17:51 Success metrics

19:19 Results!

23:24 How results were perceived

24:07 Cultural benefits of running this as an experiment

28:37 Experimentation facilitates team building

29:07 Biggest takeaways

31:08 Engineering & implementation details

38:32 Cultural benefits with respect to the dev team

40:10 What's next for FlowSports & SEO testing

42:47 How to reach Justin

Google schema / content markup guidelines: https://developers.google.com/search/docs/guides/intro-structured-data?

Justin on Medium: https://medium.com/@jaronstein

In this episode, I talk to Viv Amatuzzi, Director of Conversion at 360i.

We talk about the difference between decision makers, product users, and website visitors.