Going Beyond A/B Testing at Tableau: Driving Personalized Experiences and Conversion Performance

by Bryan Law, VP Marketing at Tableau 

As the world’s leading analytics platform, Tableau’s mission is to help people see and understand data. When I joined Tableau as Vice President of Marketing in 2019, marketing’s primary funnel-related focus was on driving lead volumes. We have shifted that approach to maximizing pipeline and deal size, while also optimizing the self-service experience to support smaller deals.

A meaningful portion of our transactions at Tableau are small, whether because a large account is adding a few licenses or a smaller company is becoming a new customer. These sales are important to serve our customers and further our mission. While they do not meaningfully contribute to our revenue, they can require a relatively heavy lift from our sales team. To both better serve our customers and enable our sales team to focus on larger deals and customers, we have invested in building out our eCommerce capabilities.

Platform Limitations Reduced eCommerce

Placing an emphasis on self-service came with its own challenges, though. To start, the experience for our eCommerce site was reflective of how we thought about our products, not how potential clients intuitively wanted to buy them. Additionally, only a subset of our products was available online, and existing customers could not add to their deployments. Given these limitations, we did not actively promote eCommerce on our website in case it turned into a suboptimal experience for users.

To address this, we had to focus on three areas:

  1. Enhancing the baseline functionality
  2. Improving the user experience
  3. Increasing traffic from our overall website to our eCommerce engine

For #2 and #3, we needed to ramp up our capabilities in testing and personalization.

For testing, a significant challenge came down to people—my team did not have dedicated testing resources. Part of the reason was that it was harder to justify a new full-time headcount for testing than to obtain funding for technology and third-party assistance. On top of that, making changes to our eCommerce experience meant going through our central IT team, who were responsible for the platform. The team is incredible, but they did not have the bandwidth to make constant improvements to the eCommerce user experience. This reality meant we ran very few tests.

We needed extra help, and I knew just where to find it.

Turning to Machine Learning Website Optimization

I had first heard of Intellimize when I met Guy Yalif, their co-founder and CEO, at a conference several years ago. I wanted to adopt Intellimize at the company where I was working at the time, but the timing was not right.

When I arrived at Tableau and saw that we had some aggressive targets to hit, I thought of Intellimize right away. It seemed like a great opportunity because of the strengths of their platform as well as their professional services. They are very flexible, which made for quick and easy implementation. With Intellimize on board, we were ready to try new things and ramp up the performance of our eCommerce platform.

Plenty of platforms handle A/B testing, and do it well. But where Intellimize differentiates itself is with its machine learning platform that automatically shows every visitor their own personalized web experience. With traditional A/B testing, half of users get Variant A, half get Variant B, and then you declare a “winner” based on the results.

What Intellimize brings to the table is the understanding that not every visitor to our site is the same. Variant A might be better for 70% of our site visitors, but Variant B is better for the remaining 30%. So if we choose only Variant A, we are losing out on that 30%. Intellimize can recognize and capitalize on this opportunity to show each web visitor a personalized experience that is best for them. Further, the platform can run many simultaneous tests, and will perpetually optimize the site experience as our visitors change over time.

That unique melding of testing and personalization means we are able to constantly run tests to optimize our outcome, while also enabling distinct, relevant experiences. It is a powerful combination.

 

Insights from Machine Learning

We are constantly trying to figure out what about Tableau resonates the most with our customers. We frequently have a number of opinions in the company about what should appear on the website and testing provides a way to let data and customers speak.

This situation comes up most in relation to the top banner of our homepage, which makes sense since that banner is the first impression for a decent portion of our site traffic. These differences of opinion have inspired near-religious debates within the company: Should we exclusively talk about the products? Should we talk about how Tableau enables companies to develop a data culture? Should we use it to highlight events or key announcements? With proactive personalization, that debate becomes moot: Message A is better for some users, Message B for others. Message C is better for another group.

This helped us during the initial days of the pandemic, as we wanted to know what concerned our customers the most. Were they in reactive mode, trying to make sense of how the pandemic affected their industry? Or were they already looking forward to rebuilding even stronger? We assumed that people would be looking ahead to the recovery process, but our testing told us that this was not the case for most people for quite some time. As the pandemic progressed, we also saw regional differences: Asia Pacific was much faster to rebound than the U.S. But then, even as large parts of the U.S. locked down, companies began to focus on their reopening strategy. When we acted on these insights with a change to our homepage, we saw 5x the engagement.

Through other testing, we also discovered that we needed to simplify our message in a way that facilitated self-service. When visitors received a message tailored to their user profile, potential customers felt confident in using self-service because they did not have to ask questions of a salesperson.

Overlaying Intellimize enabled us to have a lot more volume in our testing muscle and make the changes we needed to drive significant growth.

 

Excellent Support Leads to Greater Velocity

Intellimize is incredibly intuitive, both in its user interface, as well as how easily we can share results with other people. Beyond the platform itself, Intellimize sets itself apart by the strength of its professional services, excellent customer support, and the wealth of knowledge and best practices they bring to the table. Because they work with so many other companies, their thought leadership on expanding eCommerce was a great supplement to what we already had planned. Especially since we did not have a point person responsible for testing, Intellimize’s expertise helped us make progress quickly.

There are other ways Intellimize helped us ramp our experimentation velocity. Before Intellimize, we used to have multiple meetings just to decide what to test. Now, we have been able to significantly streamline that process. We know we are going to test every reasonable hypothesis to find what works best, which ultimately leads to faster decision-making. Previously, I needed to be much more involved in the process, and getting approvals would take time. Now I receive regular updates while our team works hand in hand with Intellimize, moving through the process much faster, so we all learn more quickly.

One challenge I have encountered at several companies is the approach toward costs for full-time headcount vs contractors and agencies. Finance departments are normally more comfortable with the latter, but that does not work well for ongoing programs such as testing. Once the contract is done, the team on that project moves on to something else, and the program may falter.

Also, most testing and personalization technology companies do not provide professional services. Here again, Intellimize met our needs through their fully integrated team that both advises us on tests as well as helps build them out. They have been excellent partners and truly an extension of our team. On top of that, based on the significant positive financial impacts of our testing, we have been able to hire internal testing resources, which has further accelerated our combined impact.

Intellimize Significantly Improved Our Performance

When we first started with Intellimize in 2019, our eCommerce experience was subpar, to the point we made it hard to find as we worried about conversion. We decided we had to significantly increase traffic going to eCommerce, which initially dropped our conversion rate. Through accelerated testing with Intellimize, we have gotten better at personalizing and bringing the right kinds of people into our eCommerce funnel, which has both increased traffic and enabled us to double our conversion rate as the eCommerce experience improved.

We have built upon this success, and so far this year, we have more than doubled eCommerce revenue YoY. As far as the value of Intellimize, we have seen over a 9:1 return on our spend with them.

 

Ready to Take on New Goals Like We Never Could Before

Today, we know that the vast majority of a potential customer’s research is done before they ever officially reach out to learn about our service. We also know that for many, their preferred method of finding out about our offering is through self-service rather than a salesperson. My macro goal is to ensure that anyone, from a small customer to an enterprise one, can get everything they need through self-service. Of course, salespeople will still be available to support anyone who wants it, but continually improving our self-service experience will benefit everyone.

Intellimize has significantly improved Tableau’s performance and brought analytical rigor to how we approach our website and eCommerce. It has also significantly improved the speed of change within our organization. Now, we understand our customers better thanks to insights that we did not have in the past. Looking back, I wish that I had the opportunity to use Intellimize sooner. It truly has made such a huge difference to us at Tableau!

Join the Conversion Revolution Today

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Video: How Okta Used Intellimize to Scale Lead Gen and Drive 1,500 Website Leads in 90 Days

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And if you’re interested in learning how Intellimize can help you drive more website visitors to high-value pages and convert them into viable leads for your business, request a demo here. We look forward to chatting with you!

Webinar: How Okta Drove 1,500 Website Leads and 10% More Free Trials in 90 Days

The website is a key channel for lead generation. The challenge is moving more high quality traffic through to conversion.

In this webinar, Pete Hanley and Rodolfo Yiu share the Okta team’s successful transition from traditional A/B testing to Continuous Conversion with Intellimize. This enabled their team to quickly launch new optimizations, see results immediately, and ultimately accelerate free trial conversions and leads to boost their demand gen efforts.

Listen in and learn:

  • How Okta has used Intellimize’s Continuous Conversion platform to turn their website into a lead gen machine
  • How Okta resolved 2 key issues: form completion and home page drop-off
  • 4 successful website tests from Okta to inspire your own testing

Panelists include:

  • Pete Hanley, Digital Marketing Manager, Okta
  • Rodolfo Yiu, Sr Manager, Digital Marketing & Acquisition, Okta
  • Guy Yalif, CEO, Intellimize

 

Enjoy!

And if you’re interested in learning about how Intellimize can rapidly accelerate and help you scale lead generation through your website, then request a demo here. We look forward to chatting with you!

Join the Conversion Revolution Today

For B2B SaaS marketers, Intellimize is the premier website optimization solution that delivers superior results in a fraction of the time.

Discover for yourself what other B2B SaaS leaders like Snowflake, Looker, Okta, Sumo Logic and Drift already know.

Receive a customized demo, tailored specifically for your use case and business challenges.

Please enter your work email below & we will be in touch soon to discuss your questions.

Webinar: AI for Marketing: What It Is, Why You Need It & What You’ll Lose Without It

Artificial Intelligence in Marketing

Five marketing leaders divulge how they’re leveraging AI in their organizations to maximize the ROI of their marketing efforts. Learn how they’re reaping all the reward, without manual work and without losing the human touch.

Topics include:

  • Specific examples and use cases of how they’re using and benefiting from AI
  • The impact AI has on their marketing pipeline and budget
  • Challenges faced when they implemented AI, and how they overcame them

Panelists include:

  • Chris Newton, VP Marketing & Business Development, Intellimize
  • Mark Kilens, VP Content & Community, Drift
  • Randi Barshack, CMO, RollWorks
  • Dan Ng, EVP Innovation, PathFactory
  • Lucas Welch, VP Corporate Marketing, Highspot

Hear their best advice in this no nonsense, rapid-fire format. Enjoy the discussion!

And if you’re interested in learning about how Intellimize puts AI and machine learning in your hands to rapidly increase your volume of website conversions, then request a demo here. We look forward to chatting with you!

Join the Conversion Revolution Today

For B2B SaaS marketers, Intellimize is the premier website optimization solution that delivers superior results in a fraction of the time.

Discover for yourself what other B2B SaaS leaders like Snowflake, Looker, Okta, Sumo Logic and Drift already know.

Receive a customized demo, tailored specifically for your use case and business challenges.

Please enter your work email below & we will be in touch soon to discuss your questions.

Video: How Snowflake’s ABM Team Used Intellimize to Boost Landing Page Conversions by 60%

Landing Page Conversion Optimization

In this 2-minute video, learn how Hillary Carpio, Director of Account-Based Marketing (ABM) at Snowflake, and her team leveraged dynamic website personalization with Intellimize to drive a 60% lift in landing page conversions. Intellimize was also a key component to the team’s success with driving a 49% lift in meetings booked with target accounts.

And if you’re interested in learning more about how Intellimize can help you convert more of your ABM prospects through your landing pages or website with machine learning-based website optimization, request a demo here. We look forward to chatting with you!

Webinar: How Website Personalization Helped Snowflake’s ABM Team Increase Meetings by 49%

Landing Page Personalization

For Snowflake, ABM as a strategy is a no-brainer. But if ABM is inherently about personalizing to each account, what is the best way to automate and scale this online?

Breanna Gaul from Snowflake’s ABM team found the solution in Intellimize.

As part of their ABM strategy, Snowflake leveraged Intellimize to automatically test and personalize 1,000s of landing pages for each of their target accounts. As a result, Intellimize has been a key driver in Snowflake increasing their meetings booked with ABM accounts by 49% with a full-funnel integrated ABM program, not to mention saving the team countless hours of manual work.

Discussion points:

  • [8:04] “One-to-one” and “one-to-many” ABM
  • [14:05] Examples of landing page personalization
  • [22:48] Full-funnel ABM strategy
  • [27:50] Personalization ideas to try

Panelists include:

  • Breanna Gaul, Manager of ABM, Snowflake
  • Guy Yalif, CEO, Intellimize

Enjoy the discussion!

And if you’re interested in learning about how Intellimize can help you increase the number of ABM target accounts that you’re converting through your website or landing pages, then request a demo here. We look forward to chatting with you!

Join the Conversion Revolution Today

For B2B SaaS marketers, Intellimize is the premier website optimization solution that delivers superior results in a fraction of the time.

Discover for yourself what other B2B SaaS leaders like Snowflake, Looker, Okta, Sumo Logic and Drift already know.

Receive a customized demo, tailored specifically for your use case and business challenges.

Please enter your work email below & we will be in touch soon to discuss your questions.

The Big Website Optimization Ideas Webinar!

Intelligent Website Optimization

 

Website testing is critical for driving business results.

But there’s no foolproof method that works on every site. And even when an idea “works”, its effectiveness will inevitably change over time as visitors and their behaviors change too.

Hence, CRO professionals and marketers must continually test, and have lots of ideas ready to try.

In this webinar, two website experimentation experts, Guy Yalif, CEO of Intellimize, and Ben Labay, Managing Director of Speero (formerly CXL Agency), share several ideas for you to test on your site, to help you improve the visitor experience and drive the metrics that matter most to you.

Listen in and learn testing ideas for:

  • Driving more form fills on your landing pages
  • Personalizing the home page experience
  • Driving better results from your CTAs
  • Getting your messaging tone & copy to work for you
  • And much more!

If you want to get started with website testing or personalization, or you’re already running experiments but need more inspiration, then this is the webinar for you.

 

Panelists include:

  • Guy Yalif, CEO, Intellimize
  • Ben Labay, Managing Director, Speero

 

Enjoy the discussion!

 

And if you’re interested in learning about how Intellimize can help you test a virtually unlimited number of ideas and variations of those ideas on your website at the same time, then request a demo here. We look forward to chatting with you!

Webinar: Drive Higher ROI on Digital Advertising with Optimized Web Experiences

Machine learning web optimization

B2B advertising and paid media teams are under tremendous pressure to drive traffic from qualified buyers and convert that traffic into pipeline and revenue – all while trying to maximize the ROI on advertising spend. Many B2B advertisers focus on the cost of impressions, clicks, and conversions to achieve higher ROI, but the keys to advertising ROI go beyond optimizing for costs. 

Marketers must also optimize the experience on their website and landing pages to convert qualified traffic into leads and revenue. At Intellimize, we’ve seen time and time again that optimizing website experiences can drive incredible revenue growth. 

Listen in to Guy Yalif, CEO of Intellimize, and our guest speaker, Forrester Principal Analyst, John Arnold, as they discuss:

  • [1:35] Key digital advertising trends in 2021
  • [15:55] How to approach ABM digital strategy
  • [19:50] Engaging the buyer from ads to web
  • [31:17] Using machine learning web optimization to drive more leads (example)

Panelists include:

  • Guy Yalif, CEO, Intellimize
  • John Arnold, Principal Analyst, Forrester

Enjoy the discussion!

And if you’re interested in learning about how Intellimize can help you convert more of your paid traffic through your website and landing pages into new leads for your Sales team, then request a demo here. We look forward to chatting with you!

Webinar: The 2021 Buyer Experience: Nailing Website Personalization to Convert More Leads

Website Personalization Services

It’s 2021. Personalization is no longer a nice-to-have; it’s a must. It’s expected from your buyer, and anything less feels off-putting and even confusing. Yet, many websites still give the same static experience to every last visitor, no matter who they are. Is your site one of them? Or, perhaps you are doing some personalization, but it’s not driving the results you had hoped for.

Let’s change that.

In this webinar, two personalization experts, Guy Yalif, CEO of Intellimize, and Francis Brero, Co-Founder & CRO of MadKudu, discuss how to build a revenue-driving personalization strategy from the ground up. When executed correctly, personalization drives higher conversions, leads, and revenue.

Listen in and learn:

  • [2:35] 3 approaches to website personalization for you to consider (machine learning takes the cake!)

  • [24:15] Types of personalization – from structural, to messaging, to journey personalization (mix ‘n match these for best results!)
  • [38:19] 5 inspiring website personalization ideas for you to try on your own site

Panelists include:

  • Guy Yalif, CEO, Intellimize
  • Francis Brero, Co-Founder & CRO, MadKudu

Enjoy the discussion!

And if you’re interested in learning more about how Intellimize can help you convert more leads through your website with machine learning-based website personalization, request a demo here. We look forward to chatting with you!

Video: How Sumo Logic Accelerated Web Conversions by Automatically Testing 1 Billion Page Versions

Machine Learning-based Website Optimization

Check out this 2-minute video, featuring Sam Molmud, Director of Web Strategy & Operations at Sumo Logic. Learn how Sumo Logic transitioned from A/B testing to a machine learning-based approach to website optimization with Intellimize, where they effectively tested 258 variations at once and automatically created over 1 billion page versions. As a result, the Marketing team drove amazing lift in free trial conversions.

 

And if you’re interested in learning more about how Intellimize can help you convert more visitors through your website with machine learning-based website optimization, request a demo here. We look forward to chatting with you!