SaaS Experiments Podcast
Hosted by Brian David Hall
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Hear from experts in conversion optimization and growth marketing about what worked, what didnβt, and whatβs next.
Available episodes
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Nov 3, 2021
Optimizing a complex onboarding experience with Rafa Studart
How do you improve onboarding for a complex product with distinct types of users who have different needs? π
Not easy, but it can be done - as explained in this conversation with Product Designer Rafa Studart.
1:59 All the things you can measure with call tracking software
3:01 KPIs
3:47 Forming an internal growth team
4:05 *Slightly* test-averse culture π
4:44 Wasted efforts from launching designs that underperform
5:48 3 months to demonstrate value π
6:40 Weekly "war room" meeting + prioritization process
8:07 Starting off with simpler tests
10:03 Biggest issues with customer onboarding
10:29 Multiple valid onboarding paths for different customers
16:14 What the growth team offers the product team
17:34 Initial focus on guidance, rather than explicit onboarding
18:45 After initial success, moved on to more ambitious experiments
19:02 Test concept
20:15 Emphasize the feature most customers need, based on data - even if they don't know they need it yet
20:56 Control version - focused but longggg
23:24 Final results π
24:11 That's a huge win π
26:33 Some of the other things we tested
31:35 Options for the small proportion of visitors who *don't* need a phone number
33:23 Surprisingly few opt outs
34:37 How this experiment changed her approach to design
35:25 Rolling out untested changes and being stuck with them (at least for a while)
36:56 Testing on new users makes things easier
38:03 We took this approach because we had gotten things wrong in the past
38:50 Biggest takeaway
Rafa on LinkedIn: https://www.linkedin.com/in/rstudart/
Rafa's portfolio: http://www.rstudart.com/
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Apr 28, 2021
B2B Demand Gen Optimization with Arun Sivashankaran
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 π€―
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 π
30:45 The meaning of "friction" in a B2B Demand Gen context
Find Arun here: https://www.funnelenvy.com/
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Feb 26, 2021
B2B User Testing with Ben Labay
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 youβre 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"
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Feb 9, 2021
Discovery-based optimization with Andrew Anderson
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/) β 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/)
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Dec 16, 2020
How to run SEO experiments with Justin Aronstein of Mobile1st
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
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Dec 7, 2020
Viv Amatuzzi on SaaS Experiments
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.
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Nov 16, 2020
Tim Duke on SaaS Experiments
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" β‘οΈ "Three-card Monte style CTAs"
10:17 ... leads went up across the board
11:53 Increased chats ... ignored emails π€¦ββοΈ
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 π€ ?
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Sep 14, 2020
AJ Davis on SaaS Experiments
AJ Davis on SaaS Experiments by Hosted by Brian David Hall
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Sep 3, 2020
Sarah W Johnson on SaaS Experiments
Sarah W Johnson on SaaS Experiments by Hosted by Brian David Hall
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