9 episodes

Hear from experts in conversion optimization and growth marketing about what worked, what didn’t, and what’s next.

SaaS Experiments Podcast Hosted by Brian David Hall

    • Technology

Hear from experts in conversion optimization and growth marketing about what worked, what didn’t, and what’s next.

    Optimizing a complex onboarding experience with Rafa Studart

    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? 😅

    Not easy, but it can be done - as explained in this conversation with Product Designer Rafa Studart.

    • 40 min
    B2B Demand Gen Optimization with Arun Sivashankaran

    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 🤯
    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 😎
    30:45 The meaning of "friction" in a B2B Demand Gen context

    Find Arun here: https://www.funnelenvy.com/

    • 38 min
    B2B User Testing with Ben Labay

    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 you’re 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"

    • 47 min
    Discovery-based optimization with Andrew Anderson

    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/) – 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/)

    • 50 min
    How to run SEO experiments with Justin Aronstein of Mobile1st

    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

    • 43 min
    Viv Amatuzzi on SaaS Experiments

    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.

    • 19 min

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