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Why do you need to perform A/B testing for your B2B website?

B2B web audience is way more complex than the B2C audience, simply because pleasing the former takes herculean efforts. 

Why do you need to perform A/B testing for your B2B website?

Monday February 19, 2018,

4 min Read

B2B web audience is way more complex than the B2C audience, simply because pleasing the former takes herculean efforts. A visitor on a B2B website may or may not be a decision maker, yet definitely have a crucial role in accepting or rejecting a business deal. Hence, appealing them with a flawless B2B website is indispensable. To ensure the same, a deep testing of all the elements of the website is essential before and even after their implementation on the website, for which today people rely on A/B testing.


A/B testing helps in identifying significant improvement areas and present a more user-friendly and easy-to-connect website for users. Timely analysis through A/B testing enables the website owners to evaluate their B2B site and gauge their effectiveness in designing and optimizing it for usability, performance, conversions, and sales. In addition to that, this testing also clears the air around business clients in the challenging and complex business to business marketplace.

But this is not all. There are many more reasons that compel B2B website owners into performing A/B testing on their site.

 This list covers six such reasons answering the question: “Why do you need to perform A/B testing for your B2B website?” Let’s read these reasons.

To understand the audience reaction to changes

The audience for a B2B website is very complex and understanding the reaction of the end user instead of the ones you are communicating with can be a tedious task. A/B testing analyzes the behavior of the direct user of the website. This enables you to understand what the end website user wants and how it reacts to the changes that you make to the website design or interface.

To measure B2B marketing results

Marketing is an invaluable practice for business growth. By A/B testing the B2B website, you can have a better idea about the marketing results and promotional activities performed on the site. It can be done on the banners, emails, marketing campaigns, and other marketing mediums to measure what results each one is drawing. And there are no two ways that measuring the marketing result is indispensable for improvement in B2B sales.

To optimize website usability

It is important for any B2B website to be effectively utilized by the target users so that it can bring in the desired business results. User-experience, navigation, readability, and performance of the site are instrumental in boosting the site usability. And when it comes to usability there is no better tool than A/B testing for optimizing the site usability. It points out the bottlenecks affecting the UX of the site and helps you remove them for smooth user-experience.

To amp up conversion rates

The main fight among B2B website owners is to convert as many B2B users as possible. A/B testing a B2B website enables you to comprehend which version is getting more conversions, which ultimately results in improved conversion rates. The design practice that attracts more conversions can be implemented on the website to see a significant boost in the conversion rates.

To plan the future changes

While making any type of changes on the B2B website, it is imperative that you perform A/B testing on the changes first instead of going for an ‘all-out war”. Any changes you want to implement on the site, be it small changes or large ones, taking calculated risks would be better than seeing those changes negatively impact the sales and conversion of the B2B website. A/B test a selected sample and then measure/analyze the results to see whether the changes can be done for the entire website or not.

To define traffic statistics

Traffic statistics or the source of major traffic generation can be analyzed through A/B testing. It can help you improve the user experience and navigation of the site by defining the traffic statistics. You can recognize the changes that are bringing more traffic from a particular location and improvise the marketing or design strategy to leverage that traffic source.

Without A/B testing, a B2B website would become stale, stagnant and outdated over time. The conversions graph would go down and even the sales would drop eventually when you do not perform A/B testing to foolproof the risks. In fact, your marketing strategy would also fail to attract the desired business clients if even the slightest change is not tested before its implementation. It helps you stay on top of your industry and tap on different sources for traffic generation, conversion rate optimization, and sales improvement.

So, what are you waiting for? Start A/B testing your B2B website to build long-lasting relations with your business clients.