{"id":83785,"date":"2026-02-26T15:15:27","date_gmt":"2026-02-26T20:15:27","guid":{"rendered":"https:\/\/www.sisinternational.com\/?p=83785"},"modified":"2026-02-26T17:39:22","modified_gmt":"2026-02-26T22:39:22","slug":"a-b-testing-case-study","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/fr\/a-b-testing-case-study\/","title":{"rendered":"A\/B Testing Case Study"},"content":{"rendered":"<figure class=\"gb-block-image gb-block-image-b2488e6f\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"168\" class=\"gb-image gb-image-b2488e6f\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/AB-testing-4-300x168.jpg\" alt=\"\u00c9tudes de march\u00e9 et strat\u00e9gie internationales SIS\" title=\"AB testing (4)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/AB-testing-4-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/AB-testing-4-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/AB-testing-4-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/AB-testing-4-18x10.jpg 18w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/AB-testing-4.jpg 1456w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-dots\"\/>\n\n\n\n<blockquote class=\"wp-block-quote is-style-default has-accent-2-color has-text-color has-link-color wp-elements-c3fcd720fe9c978ef5c700d72f76521a is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"has-global-color-9-color has-text-color has-link-color wp-elements-d9586b22ac854ce5106c778a55ef7a1c\"><strong><em>In the high-stakes US SaaS landscape, &#8220;traffic&#8221; is a vanity metric; &#8220;qualified pipeline&#8221; is the only currency that matters. <\/em><\/strong><\/p>\n<\/blockquote>\n\n\n\n<p><\/p>\n\n\n\n<p>When a Silicon Valley-based enterprise provider faced stagnant conversion rates despite a multi-million dollar ad spend, <strong>SIS International<\/strong> was brought in to re-engineer the digital experience. By moving beyond surface-level UI changes and implementing a deep-funnel A\/B testing framework, we identified the psychological friction points preventing C-suite engagement. <\/p>\n\n\n\n<p>This study explores how a shift toward <strong>&#8220;Authority-Driven Design&#8221;<\/strong> and frictionless data capture transformed a 1.4% conversion rate into a <strong>$3.8M revenue engine.<\/strong><\/p>\n\n\n\n<p><\/p>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-accent-color has-alpha-channel-opacity has-accent-background-color has-background is-style-default\"\/>\n\n\n\n<div class=\"wp-block-columns has-global-color-9-color has-text-color has-background has-link-color wp-elements-9510d28b79755dc7ed78738c38c31b2b is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\" style=\"background-color:#f7f9fa6e\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:18%\"><\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:71.28%\">\n<div class=\"wp-block-rank-math-toc-block aligncenter has-global-color-9-color has-text-color has-link-color wp-elements-4aa7b8137d577ce5f9491d8d2200c90c\" style=\"font-size:16px\" id=\"rank-math-toc\"><h2><br><strong>T<\/strong>able of Contents<\/h2><nav><ul><li class=\"\"><a href=\"#1-the-diagnostic-phase-the-friction-audit\">1. The Diagnostic Phase (The &#8220;Friction&#8221; Audit)<\/a><\/li><li class=\"\"><a href=\"#2-the-hypothesis-test-design\">2. The Hypothesis &amp; Test Design<\/a><\/li><li class=\"\"><a href=\"#3-the-technical-execution\">3. The Technical Execution<\/a><\/li><li class=\"\"><a href=\"#4-results-roi\">4. Results &amp; ROI<\/a><\/li><\/ul><\/nav><\/div>\n<\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-accent-color has-alpha-channel-opacity has-accent-background-color has-background\"\/>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"gb-headline gb-headline-e6ee4482 gb-headline-text\"><strong>Case Study: Scaling a US SaaS Enterprise<\/strong><\/h2>\n\n\n\n<p><strong>Client:<\/strong> Silicon Valley-based B2B Software Provider<\/p>\n\n\n\n<p><strong>Objective:<\/strong> Optimize the &#8220;Request a Demo&#8221; funnel to increase high-intent Enterprise leads.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"1-the-diagnostic-phase-the-friction-audit\">1. The Diagnostic Phase (The &#8220;Friction&#8221; Audit)<\/h3>\n\n\n\n<p>The client was spending <strong>$250k\/month<\/strong> on LinkedIn Ads, driving traffic to a demo page. While traffic was high, the lead quality was poor, and the conversion rate from &#8220;Visitor to Lead&#8221; was stuck at <strong>1.4%<\/strong>.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>The Insight:<\/strong> Using eye-tracking data, SIS discovered that the &#8220;Enterprise&#8221; decision-makers were bouncing because the page felt too &#8220;Self-Service&#8221; and lacked institutional authority.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"2-the-hypothesis-test-design\">2. The Hypothesis &amp; Test Design<\/h3>\n\n\n\n<p>We moved away from simple color changes and tested <strong>Information Architecture<\/strong>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Control:<\/strong> A standard landing page with a long form (7 fields) and generic testimonials.<\/li>\n\n\n\n<li><strong>The Challenger (The &#8220;Authority&#8221; Variant):<\/strong> * <strong>Reduced Friction:<\/strong> Shortened the form to 3 fields (Work Email, Company Size, Primary Pain Point).\n<ul class=\"wp-block-list\">\n<li><strong>Social Proof:<\/strong> Replaced generic quotes with a &#8220;Marquee Row&#8221; of Fortune 100 logos.<\/li>\n\n\n\n<li><strong>Contextual Validation:<\/strong> Added a &#8220;Gartner Magic Quadrant&#8221; badge and a &#8220;Response Time Guarantee&#8221; (e.g., <em>\u201cTalk to an expert in &lt; 2 hours\u201d<\/em>).<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"3-the-technical-execution\">3. The Technical Execution<\/h3>\n\n\n\n<p>We implemented <strong>Split-URL Testing<\/strong> using a 95% statistical significance threshold. We also integrated <strong>Clearbit<\/strong> to auto-populate company data, further reducing the effort required by the user.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"4-results-roi\">4. Results &amp; ROI<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>The Winner:<\/strong> The &#8220;Authority&#8221; Variant.<\/li>\n\n\n\n<li><strong>Quantifiable Impact:<\/strong> <strong>35% <\/strong>more conversions<\/li>\n\n\n\n<li><strong>The Revenue Multiplier:<\/strong> Because the lead quality improved (higher percentage of Director-level titles), the <strong>Sales-Accepted Lead (SAL)<\/strong> rate rose by <strong>15%<\/strong>, representing an estimated <strong>$3.8M in new pipeline value<\/strong> within the first quarter.<\/li>\n<\/ul>\n\n\n\n<figure class=\"gb-block-image gb-block-image-2be2375e\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"1536\" class=\"gb-image gb-image-2be2375e\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2026\/02\/AB-testing-infographic-1.jpg\" alt=\"\u00c9tudes de march\u00e9 et strat\u00e9gie internationales SIS\" title=\"AB testing infographic (1)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2026\/02\/AB-testing-infographic-1.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2026\/02\/AB-testing-infographic-1-200x300.jpg 200w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2026\/02\/AB-testing-infographic-1-683x1024.jpg 683w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2026\/02\/AB-testing-infographic-1-768x1152.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2026\/02\/AB-testing-infographic-1-8x12.jpg 8w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n<h2>Notre emplacement \u00e0 New York<\/h2>\n<p><!-- \/wp:post-content --> <!-- wp:html --> <iframe loading=\"lazy\" src=\"https:\/\/www.google.com\/maps\/embed?pb=!1m18!1m12!1m3!1d3022.976188376966!2d-73.99130312499956!3d40.740549471389315!2m3!1f0!2f0!3f0!3m2!1i1024!2i768!4f13.1!3m3!1m2!1s0x89c259a15798c731%3A0xd695d09bdd495f25!2s11%20E%2022nd%20St%20FL%202%2C%20New%20York%2C%20NY%2010010%2C%20USA!5e0!3m2!1sen!2spe!4v1726171763526!5m2!1sen!2spe\" width=\"600\" height=\"450\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe> <!-- \/wp:html --> <!-- wp:paragraph --><\/p>\n<h3 class=\"wp-block-heading\">11 E 22nd Street, \u00e9tage 2, New York, NY 10010 T\u00e9l. : +1(212) 505-6805<\/h3>\n<hr \/>\n<h2><span style=\"font-weight: 400;\">\u00c0 propos de SIS International<\/span><\/h2>\n<p><a href=\"https:\/\/www.sisinternational.com\/fr\/\"><span style=\"font-weight: 400;\">SIS International<\/span><\/a><span style=\"font-weight: 400;\"> propose des recherches quantitatives, qualitatives et strat\u00e9giques. Nous fournissons des donn\u00e9es, des outils, des strat\u00e9gies, des rapports et des informations pour la prise de d\u00e9cision. Nous menons \u00e9galement des entretiens, des enqu\u00eates, des groupes de discussion et d\u2019autres m\u00e9thodes et approches d\u2019\u00e9tudes de march\u00e9.<\/span><a href=\"https:\/\/www.sisinternational.com\/fr\/a-propos-de-la-recherche-internationale-sis\/contact-sis-international-market-research\/\"><span style=\"font-weight: 400;\"> Contactez nous<\/span><\/a><span style=\"font-weight: 400;\"> pour votre prochain projet d&#039;\u00e9tude de march\u00e9.<\/span><\/p>\n<p><!-- wp:heading --><\/p>\n<h2 id=\"about-sis-international\" class=\"wp-block-heading\">\u00a0<\/h2>\n<p><!-- \/wp:heading --><\/p>","protected":false},"excerpt":{"rendered":"<p>In the high-stakes US SaaS landscape, &#8220;traffic&#8221; is a vanity metric; &#8220;qualified pipeline&#8221; is the only currency that matters. When a Silicon Valley-based enterprise provider faced stagnant conversion rates despite a multi-million dollar ad spend, SIS International was brought in to re-engineer the digital experience. By moving beyond surface-level UI changes and implementing a deep-funnel &#8230; <a title=\"A\/B Testing Case Study\" class=\"read-more\" href=\"https:\/\/www.sisinternational.com\/fr\/a-b-testing-case-study\/\" aria-label=\"En savoir plus sur A\/B Testing Case Study\">Lire plus<\/a><\/p>","protected":false},"author":1,"featured_media":70133,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[36],"tags":[],"class_list":["post-83785","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/posts\/83785","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/comments?post=83785"}],"version-history":[{"count":9,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/posts\/83785\/revisions"}],"predecessor-version":[{"id":83810,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/posts\/83785\/revisions\/83810"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/media\/70133"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/media?parent=83785"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/categories?post=83785"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/tags?post=83785"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}