Why A/B Testing Needs to Be Part of Your B2B SaaS Marketing Strategy

07.10.23 // Joyce Collarde


A/B testing is a method of comparing two different versions of a web page, an ad, a landing page, or other piece of content to determine which one performs better. A/B tests are usually quick to set up, can be done via many different (often free) tools, and will help you assess the success of your content with certainty. Let’s dive into why A/B testing should be a part of all your B2B marketing campaigns and overarching marketing strategy.


I. Using A/B Testing to Improve Conversion Rates


In the SaaS industry, your conversion rates are key indicators of success. A/B testing empowers you to identify the elements that resonate best with your target audience and drive higher conversion rates. Let’s talk about different elements you can A/B test.


A/B Testing on Landing Pages and Web Pages


Landing pages are a great opportunity to A/B tests. You can test almost every element on a landing page or a webpage: call-to-action, form fields, headline, subheader, dropdowns, background color, hero image, secondary offers, layouts, and more. The only rule is to only test one element at a time so your result won’t be skewed. A/B testing on landing pages or webpages helps you uncover the most effective strategies to engage and convert your prospects into loyal customers.


A/B Testing CTAs


In my opinion, call-to-actions should always be A/B tested. Test CTAs for text, color, size, location, and design to uncover the optimal CTA that prompts the highest click-through and conversion rates. For example, testing “Schedule a demo” against “Get started today” or a blue CTA vs an orange CTA can reveal which CTA resonates best with your audience and increase the likelihood of conversion.


II. A/B Testing for Better User Experience


User experience (UX) plays a critical role in the success of any product, but it’s even more true in the B2B space where the sales cycle can last months and a team of people needs to be on board with your solution. By understanding how slight changes impact user behavior, you can create a seamless and intuitive experience that drives user engagement and satisfaction.


A/B Testing Design & Layout


Your website design and layout significantly impact the user experience, so you want to ensure that your website design maximizes user engagement, encourages exploration, and facilitates easy access to information or conversion points. To do this, you should A/B test different color schemes, typography, imagery, and overall layout to determine the most intuitive and user-friendly structure.


A/B testing and heat mapping can also help you determine the ideal length of content sections, whether they are blog posts or product descriptions, to maintain user interest and facilitate better comprehension.


A website that provides an enjoyable and meaningful user experience encourages users to explore further and get familiar with your solution.


A/B Testing Your Site’s Ease of Use


The way you present content on your website can greatly influence user satisfaction and A/B testing enables you to identify the most effective method for delivering information.


Because seamless navigation and intuitive usability are paramount to a positive user experience, Obility loves to test different navigation structures, menu placements, and search functionalities. For example, the A/B test below shows the difference in conversion rate between the original dropdown menu (see-through) and the A/B test (solid white), the solid white dropdown menu performed 11% better.




III. A/B Testing Supports Tailored Messaging and Personalized Content


Effective communication is essential in B2B SaaS marketing. When you’re creating a new webpage or a new marketing campaign, test different variations of headlines, ad copy, or body copy to determine what language, tone, and value propositions connect best with your prospects. 


Since headlines are the first thing that captures the attention of your audience, A/B testing with different wording, tone, and length will give you the fastest results. For example, you can test a more descriptive headline against a headline that emphasizes a benefit or solution.


Personalization is also a powerful way to connect with your audience on an individual level. By testing variations of personalized content, such as using the recipient’s name or incorporating dynamic content based on their preferences on your landing pages, you can determine the level of personalization that resonates best with your target audience. A/B testing also allows you to segment your audience and test different messaging by segment, so you can tailor your content to their specific needs and pain points. 


IV. Implementing A/B Tests to Make Data-Driven Decisions


One of the significant advantages of A/B testing is its reliance on data and analytics. Instead of relying on assumptions or guesswork, A/B testing allows you to make informed decisions based on real-time data. By measuring and analyzing the results of your experiments, you can gain actionable insights into what works and what doesn’t. This data-driven approach empowers you to iterate, improve, and refine your B2B SaaS marketing strategy continuously and encourages a culture of experimentation and hypothesis testing. 


A/B testing provides measurable results and metrics that guide your decision-making process, but to truly make the most out of the test results you need to decide which KPIs are the most meaningful to you before setting up the tests. Not all tests will lead to increased conversion rates or new MQLs, some tests may be designed to improve the time on site, click-through-rate, or bounce rate.  


Remember, A/B testing is an ongoing process, and continuous experimentation is key to uncovering new insights and maintaining a competitive edge. Start small, test systematically, and let the data guide your marketing decisions. Embracing A/B testing means you’ll be well on your way to achieving better results and driving growth in your B2B SaaS marketing endeavors.


Obility’s B2B marketing experts are here to help you achieve your marketing goals. Reach out today.