FunnelEnvy: AI driven predictive
With FunnelEnvy, marketers set up experiments and AI determines optimized experiences on a 1:1 basis. While experiments are initialized with even traffic allocation, the platform is continuously iterating to maximize conversions.
Optimizely: Static ‘Winner Take All’
When A/B testing, traffic is split evenly across the duration of a test. Once a test reaches statistical significance, 100% of traffic gets pulled into the winning test.
Live example from Google Optimize where 100% of the experiment audience will see variation ‘B’.
For B2B, this has a number of major issues impacting success:
1. It doesn’t optimize the KPIs that matter well – Experimentation doesn’t easily accommodate down-funnel outcomes (revenue pipeline, LTV) or the complexity of B2B traffic and customer journey.
2. It is resource-intensive to do right – Ensuring that you’re generating long-term meaningful business impact from experimentation requires more than just the ability to build and start tests.
3. It takes a long time to get results – Traffic limitations, achieving statistical significance, and a linear testing process makes getting results from experimentation a long process. In fact, 4 out 5 experiments never reach statistical significance!
4. Not meant for B2B – Using a ‘winner-take-all’ approach means every customer sees the winning variation. In B2B however, we know that no customer is alike. There are different levels of engagement, industries, software stacks, etc. By assuming a single winning experience is optimized for EVERY customer, marketers are leaving conversions on the table.