The B2B Experiment Vault
Stop arguing about button colors. Here is a database of high-impact, scientifically-backed hypotheses to fuel your next 12 months of testing.
The 'Ungated' Interactive Demo
Hypothesis: Replacing a 'Book a Demo' form with an ungated, interactive product tour will increase qualified pipeline by allowing prospects to qualify themselves.
Why it works: B2B buyers want to see the product immediately. Ungating reduces friction and builds trust, filtering out low-intent leads while accelerating high-intent ones.
The 'Challenger' Headline
Hypothesis: Changing the H1 from a benefit ('Save Time') to a problem/challenge ('Stop Wasting 10 Hours a Week') will increase scroll depth and time on page.
Why it works: Loss aversion is a powerful psychological trigger. Addressing a painful problem often grabs attention more effectively than promising a generic benefit.
Pricing Page Decoy
Hypothesis: Adding a high-priced 'Enterprise' tier will make the middle 'Pro' tier appear more valuable and affordable, increasing 'Pro' plan adoption.
Why it works: The 'Anchoring Effect' makes the middle option seem like a bargain when contrasted with a much more expensive alternative.
Competitor Comparison Table
Hypothesis: Adding a direct 'Us vs. Them' comparison table to high-intent pages will decrease bounce rates and increase demo requests.
Why it works: B2B buyers are already comparing you. Controlling the narrative and saving them research time builds confidence and transparency.
The 'Founder's Video' Trust Signal
Hypothesis: Adding a raw, unpolished video from the founder explaining the 'Why' behind the company will increase trust and conversion rates.
Why it works: People buy from people. A personal, authentic connection cuts through the noise of corporate B2B marketing jargon.
The 'No-Credit-Card' Free Trial
Hypothesis: Removing the credit card requirement for the free trial will significantly increase signups, even if activation rate drops slightly.
Why it works: It removes the biggest friction point. For PLG (Product-Led Growth) motions, getting users into the product is the primary goal.
Social Proof Above the Fold
Hypothesis: Moving client logos and a key testimonial to the hero section (above the fold) will increase initial trust and reduce immediate bounce rate.
Why it works: B2B buyers are risk-averse. Seeing recognizable logos immediately signals that you are a 'safe' choice.
The '1-Click' Calendar Booking
Hypothesis: Embedding a calendar scheduling tool (like Calendly) directly on the 'Thank You' page after a form fill will double the booking rate.
Why it works: It captures the lead at their moment of highest intent, eliminating the back-and-forth email tag that kills deals.
Relevant Industry Case Studies
Hypothesis: Dynamically showing a case study that matches the visitor's industry (via IP enrichment) will increase conversion rates.
Why it works: Relevance is key. A healthcare company cares about healthcare results, not manufacturing results. Personalization proves you understand their specific world.
The 'Objection Crusher' FAQ
Hypothesis: Rewriting FAQ questions to directly address sales objections (e.g., 'Why are you more expensive?') rather than support questions will increase conversion.
Why it works: The FAQ section is often the last stop before a purchase decision. Use it to close the deal by addressing fears and doubts head-on.
Sticky CTA Bar
Hypothesis: Adding a sticky footer or header with a 'Get Started' button on long-scrolling pages will capture users who are ready to convert at any point.
Why it works: It ensures the conversion action is always visible and accessible, reducing the effort required to take the next step.
Exit-Intent Lead Magnet
Hypothesis: Triggering a popup with a high-value resource (like a checklist) when a user moves to close the tab will save 5-10% of abandoning visitors.
Why it works: It's a last-ditch effort to capture value. If they are leaving anyway, you have nothing to lose by offering a lower-friction way to stay connected.
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