SaaS Experiments Podcast

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.

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/

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.

I talked with Tim Duke, Director of Operations at Mobile1st, about the tradeoffs between different calls to action.

Transcript and other ways to listen at https://briandavidhall.com/tim-duke-on-saas-experiments/

Find Tim at https://mobile1st.com

0:56 About the company and product

1:53 About Key Performance Indicators

3:02 The chat/form/call saga starts ... CTA test

4:52 It gets a little more complicated after the first win ... "get more chats"

8:16 "We can't just make everybody chat" ➡️ "Three-card Monte style CTAs"

10:17 ... leads went up across the board

11:53 Increased chats ... ignored emails 🤦‍♂️

13:09 "What are you really good at?"

13:56 "Cater to your strengths, and focus on your time to close"

16:24 It's about how you build out your org, not how big the button is

18:31 Advice to a CRO dealing with competing teams

20:00 How did this series of tests change your approach to UX and CRO?

21:09 "Optimization needs a seat at the biggest table"

23:36 What do you think about *automated* chat 🤖 ?

AJ Davis on SaaS Experiments by Hosted by Brian David Hall

Sarah W Johnson on SaaS Experiments by Hosted by Brian David Hall