Author/Expert Ayat Shukairy of Invesp took some time to share B2B conversion best practices with OMCP while at SMX West in San Jose.
Ayat advises that the one of the important B2B conversion practices starts with getting to know your customers through surveys and qualitative tests in order to cater the site to their needs. Then she recommends combining this with analytics and quantitative data to validate which areas to focus on. One key: Follow the funnel, follow the money.
Ayat also shares practices for deciding ‘what to test’ and explains practices to establish statistical significance using sample size, why exceeding 95% is important, and how to avoid false positives. Ayat was kind enough to share how to create baseline tests that can validate our testing systems.
Thanks to Ayat for sharing with the OMCP family. Study what she says as it is highly-aligned with the required competencies that registered education providers teach to.
Be sure to check out Ayat’s conversion specialist agency, Invesp, and her writing on the Invesp Blog.