A proactive approach to testing

As Drift was gearing up to release their brand refresh, VP of Marketing at Drift, Justin Keller, leveraged Intellimize to test their new website before launch.

The Drift team’s goals in launching their new site were to roll out a new look and feel and also to test messaging to ensure it resonated with Drift’s target audience. Maximizing engagement between their website and visitors and converting as many of those visitors into qualified leads for sales was also a top priority. 

With Intellimize, testing elements like the sign-up form, top navigation bar (a hotly debated portion of website real estate amongst Drift team members), different headlines on different pages, and their own internal naming conventions for resources allowed the Drift team to make powerful data-driven decisions for their website. They were able to determine what worked, and as Justin put it, more importantly, what didn’t work to inform their new website redesign.

The results? Drift was able to run 19 different campaigns, with 121 variations, resulting in over 30 million different page combinations. That’s a lot of data!  But, the key takeaway is they experienced a 129% improvement in less than a 90 day timeframe, resulting in over $2.8M in incremental revenue. More importantly, Justin is proud of the website they created and was confident going into launch day that the website his team was publishing was backed by powerful data and machine learning technology.