Balancing today’s objectives with tomorrow’s vision can be a challenge. If you want your conversion optimization program to grow with your business, building for scale from the get-go is imperative. From getting buy-in to proving impact, Erin and Jenn from Qualtrics will showcase the three levels of optimization maturity, real examples of B2B optimization at each level, and how to build a program that scales.

1. Crawl, Walk, Run, Fly: Evolution of a B2B
Optimization Program
Jenn Andrus, Head of Digital Innovation and Erin O’Neill, Head of Conversion
Rate Optimization

2. Erin O’Neill
Head of Conversion Rate Optimization, Qualtrics
Jenn Andrus
Head of Digital Innovation, Qualtrics

3. Timeline
Run
1 year
Cross-functional Advancement
Fly
Operational
excellence
Crawl
6 months
Executional start
Walk
Foundational growth
1 year

4. Crawl
Executional Start

5. CRAWLING
EXECUTIONAL START
Documented best practices
Data informed opportunity and analysis
Time-based look-backs
Small tiger team of digital channel owners
Light testing cadence
Simple test designs

6. Program Execution

7. Original Variant
Light testing cadence
-13%
Decrease in conversion rate
when offered black button

8. Walk
Foundational Growth

9. WALKING
FOUNDATIONAL GROWTH
Dedicated program manager
RACI chart
Test intake process
Analytics & Down funnel look-back
Executive sponsor
Regular program syncs with stakeholders

10. Program Execution

11. Focused on volume to drive impact
Original Variant
110%
increase in conversion rate
with variant

12. Down funnel lookbacks
Original Variant
110%
increase in conversion rate
with variant
300
increase in incremental MQLs
with variant based on conversion
rates over the last 3 months

13. Basic personalization
+50
Content downloads
over 1 month

14. Run
Cross Functional Advancement

15. RUNNING
CROSS-FUNCTIONAL ADVANCEMENT
Dedicated optimization team
Personalization + A/B testing methodology
Shareable program playbook
Heavy testing cadence
Quarterly steering committees
Prioritization framework

16. Program Execution

17. Iterative, multi-swimlane testing
Original Variant
27%
Increase in CVR
When compared to the
original

18. Basic personalization for targeted segments
160%
increase in audience CVR
when compared to the
original experience

19. Test prioritization framework
● Above the fold?
● Noticeable within 5 sec?
● Adding or removing an element?
● Designed to increase user motivation?
● Running on high traffic page(s)?
● Addressing an issue discovered via user feedback?
● Addressing an issue discovered via internal feedback?
● Addressing insights found via digital analytics or backed by data (i.e. best practices)?
● Ease of implementation (less than 1 hr, up to 3 hrs, up to 1 day, more than 1 day)
● Is this an executive or higher-up's request?

20. Fly
Operational Excellence

21. FLYING
OPERATIONAL EXCELLENCE
Testing culture embedded in the organization
Full funnel measurement and analysis
Advanced tech stack integration
Shared training and enablement repository
Advanced audience segmentation
Testing across the customer journey

22. Program Execution

23. Testing embedded in the organization
18%
increase in page CVR

24. Testing the entire customer journey

25. Program growth is not always linear
Build a strong foundation of best practices
Bias toward action
Priorities shift at each stage
Final thoughts