Experiments that improve homepages in Software & B2B

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.

Image source: Optimizely

Results:

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.

Image source: Optimizely

Results:

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.

Image source: Optimizely

Results:

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.

The homepage is where the journey starts. See what it looks like when every step that follows is connected to it.

See experience optimization in motion