If you're running a B2B SaaS website and want to squeeze more demos, trials, or leads out of your traffic, AB testing is one of the best ways to get there. But not all tools make it easy—or even useful—to run experiments that actually move the needle. This guide breaks down, step by step, how to create and run AB tests in Intellimize, with a focus on what actually matters for B2B SaaS teams.
Why AB Testing Still Matters for B2B SaaS
Let's be honest: B2B traffic is usually lower than B2C. That means every experiment needs to count. AB testing helps you learn what really works with your visitors, instead of guessing and hoping for the best. But only if you do it right. Too many teams set up random tests, wait forever for data, and end up with nothing actionable. This guide will help you avoid those traps.
Step 1: Decide If You Actually Need an AB Test
Before you even log into Intellimize, ask: Is this worth testing? Not everything is. Here’s how to check:
- Will a win here impact real business metrics? (Think: demo requests, trial signups, lead quality.)
- Do you have enough traffic? If your page gets fewer than 500–1,000 unique visitors a month, you'll be waiting a long time for results.
- Are you solving a real user problem? Don’t test for the sake of it. Focus on high-friction points: forms, CTA buttons, pricing pages.
Pro Tip: If your team wants to test “button color,” push back. Instead, test things like headline clarity, value propositions, or form fields—stuff that actually changes user behavior.
Step 2: Get Your Baseline Data
Don’t skip this. You need a clear starting point:
- What’s your current conversion rate? Pull the last 30–90 days of data for your target page.
- Where are people dropping off? Use heatmaps or session recordings if you have them.
- Which segments matter? For B2B, this might be company size, industry, or region.
Write these numbers down. When your test is over, you’ll want to compare apples to apples—not just stare at a dashboard and hope for the best.
Step 3: Set Up Your Experiment in Intellimize
Now, log in and get started. Intellimize is a little different from classic AB testing tools, so here’s what matters:
1. Select Your Page
- Pick a page that gets meaningful traffic and impacts pipeline. Most B2B teams start with the homepage, pricing, or a key landing page.
2. Define Your Goal
- In Intellimize, set a primary conversion goal—usually a form submission or button click.
- If you care about multiple steps (e.g., form start and form complete), Intellimize lets you track them, but keep your main goal simple.
3. Build Your Variations
- Use the visual editor for simple changes, or add custom code for more complex stuff.
- Focus on one change per variant if possible. If you test five things at once, you won’t know what worked.
- Document each variant. Give them clear names, not “Test 1” or “Variant B.” You’ll thank yourself later.
4. Set Your Traffic Split
- Start with a 50/50 split between control and variant. If you have more variations, divide traffic evenly unless you have a strong reason not to.
- Don’t get fancy with adaptive or “AI-powered” splits unless you know exactly how it works. Simple is better.
What to Ignore: Intellimize’s promise of “always-on optimization” can sound attractive, but for a straightforward AB test, stick to a classic split. You want clean, clear results—not a black box.
Step 4: QA Before You Launch
This is where most B2B teams get burned. Don’t just preview—actually test it.
- Open your site in an incognito window. Check both variants.
- Fill out the form, click the CTAs, try to break it.
- Make sure your analytics and CRM still capture leads from both variants.
Pro Tip: Ask someone else on your team to try it. Fresh eyes catch weird stuff you’ll miss.
Step 5: Launch and Let It Run
Now hit “start.” But don’t hover over the results every hour. Here’s what matters:
- Let the test run at least 2–4 weeks, or until you have enough conversions for statistical significance. For B2B, that might take longer than you want—don’t rush it.
- Don’t change other stuff on the page during the test. If you update pricing or add a pop-up, you’re corrupting your data.
- Watch for bugs. Check your site every few days. If a bug slips through, pause the test, fix it, and restart.
What Doesn’t Work: Killing a test early because “the numbers look good.” You need enough data to trust the result. Otherwise, you’re just rolling dice.
Step 6: Analyze the Results
Once you’ve got enough data, dig in:
- Check statistical significance. Intellimize will show you the “winner,” but don’t blindly trust the dashboard. Look at raw numbers. Are you seeing meaningful lifts, or just noise?
- Segment the results. Are certain industries responding better? Are small businesses or enterprise visitors behaving differently?
- Sanity check the conversion quality. Did demo requests go up, but sales-qualified leads drop? Sometimes a “win” is actually a loss.
What to Ignore: Overanalyzing micro-metrics (like time on page or scroll depth). Focus on your primary business goal.
Step 7: Share What You Learned—Even If It “Failed”
A lot of teams only share big wins. But you learn just as much (maybe more) from tests that don’t move the needle.
- Document what you tested, why, and what happened. Even a “no lift” result tells you what not to waste time on next.
- Feed insights back to sales, product, and leadership. Maybe your new headline didn’t work online, but it’s a killer angle for outbound emails.
Real talk: Most AB tests are inconclusive or show tiny lifts. That’s normal. Don’t chase unicorns. Build a habit of testing and learning, not just “winning.”
Common Pitfalls to Avoid
- Testing too many things at once: You’ll never know what worked.
- Not waiting for significance: Patience isn’t fun, but guessing is worse.
- Ignoring the sales funnel: Make sure your test doesn’t just boost vanity metrics.
- Forgetting to QA: Broken forms kill more leads than bad headlines.
Keep It Simple—And Keep Going
AB testing with Intellimize is straightforward, but it’s easy to overcomplicate things. Stick to meaningful tests, track the right metrics, and don’t let “AI-powered” features distract you from the basics. Most of your wins will come from iterating on boring stuff, not chasing flashy ideas.
Start with one solid test, learn from it, and keep moving. The real magic is in the habit—not the tool.