Serving the right homepage to the right visitor in Software & B2B

Jan 13, 2026

Three experiments that show how the right message, delivered to the right audience, changes what visitors do when they land on your homepage.

  • WHO: Growth, demand generation & CRO teams
  • INDUSTRY: Software & B2B
  • IMPACTED PAGES: Homepage

Experiment 1: Multi-armed bandit optimization of homepage CTA

Hypothesis: By running multiple text copy CTA experiments as a multi-armed bandit, we can ensure that our optimum experience is always delivered.

MAB test on a B2B homepageImage source: Optimizely

Results:

  • +11.8% Conversion Rate
  • +2.5% Improvement driven by original version

Takeaways:

  1. The original variation performed the best against other variations and traffic was automatically routed there.

  2. The team were able to manage exploration vs exploitation without negatively impacting performance around key events.

Experiment 2: Routing business visitors to a business-specific homepage

Hypothesis: Directing users who visit business pages to the business's homepage, which features more relevant content and calls to action for these users, will increase engagement and conversion rates compared to the personal homepage.

Homepage routing testImage source: Optimizely

Results:

  • +67% Overall engagement increase (click-throughs on homepage)

Takeaways:

  1. Users showed higher engagement on the homepage they were directed to regardless of the page they came from.

  2. Users that came from business pages did have higher engagement when directed to the Businesses homepage.

Experiment 3: Personalized homepage for logged-in users

Hypothesis: If we personalize the homepage for logged-in users with tailored messaging, CTAs, and feature recommendations, then engagement and adoption will increase because users see immediate relevance and value.

Homepage logged in users testImage source: Optimizely

Results:

  • +2.6% Increase in product visits
  • +5% Increase in key actions taken

Takeaways:

  1. Personalized feature recommendations increased product exploration.
  2. Tailored CTAs accelerated event creation and workflow adoption.
  3. Urgency banners and progress bars encouraged more key actions and reduced churn risk.

The same page for different visitors does not work

A logged-in user, a business prospect, and a first-time visitor all land in the same place and see the same thing. The Personalization Ideation Agent connects the full customer journey context so each visitor gets an experience built for them, not a compromise built for none of them.

And here are more use cases from the Software & B2B industry:

 

Test everything

Find experimentation, personalization, and A/B testing examples across industries so you can test, optimize, and improve your website and mobile app pages.