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Ricky is the founder of SaaSwrites. A SaaS founder himself, Ricky found it difficult to grow and market his product after building it. While networking on Twitter with founders, he realized there was a big gap in a platform that can truly help SaaS founders and makers with Marketing. He started SaaSwrites to bring the best marketing and growth resources. Ricky is an expert in SaaS Marketing offering SaaS channel strategy consulting services to SaaS companies. He also writes about SaaS marketing tools that help people with marketing. Ricky is also the founder of a B2B SaaS product - Beejek (a digital receipt platform for retail stores) Say Hi to Ricky @rickywrites on Twitter.
Table of Contents
- What is SaaS customer activation and CTR?
- How A/B testing can improve your SaaS CTR:
- The A/B testing process
- How to source test ideas
- Prioritizing tests
- Other prioritization questions
- Keys to setting up tests
- Tools for running tests
- Statistically validate tests
- Sample sizes and revenue
- Track tests
- When each test is finished, make note of:
- Then ask: What can we learn from the test?
- Conclusion

What is SaaS customer activation and CTR?
- Clicking on the post and performing any action (liking, commenting, sharing, etc)
- Link click
- Clicking on the profile pic or name
- Clicking to expand the creative
How A/B testing can improve your SaaS CTR:
- Deciding what to A/B test
- Prioritizing valuable tests
- Tracking and recording your results
The A/B testing process
- Decide on and prioritize high-leverage changes
- Show some % of your visitors the change
- Run it until you reach a statistically significant sample size
- Implement changes that improve conversion
- Log design/results to inform future tests.
How to source test ideas
- Survey users. Ask what they love about your product.
- Use tools like Hotjar or FullStory to find engagement patterns: What are they clicking vs ignoring?
- Your best ads have value props, text, and imagery that can be repurposed for A/B tests.
- Mine competitors' sites for inspiration. Do they structure their content differently? Do they talk to visitors differently?
- Your support/sales teams interact with customers & know best what appeals to them.
- Revisit past A/B tests for new ideas.
Prioritizing tests
- Micro variants are small, quick changes: Changing a CTA button color
- Macro variants are significant changes: Completely rewriting your landing page
- Earlier steps have larger sample sizes—and you need a sufficient sample size to finish a test.
- It's easier to change ads, pages, and emails than it is down-funnel assets like in-product experience.
Other prioritization questions
- How confident are you the test will succeed?
- If a test succeeds, will it significantly increase conversion?
- How easy it is to implement?
- Is your test similar to an old test that failed?
Keys to setting up tests
- Run one A/B at a time. Otherwise, visitors can criss-cross through multiple tests when changing devices (e.g. mobile to desktop) across sessions.
- Run A/B variants in parallel. Otherwise, the varying traffic sources will invalidate your results.
Tools for running tests
- Google Optimize—free A/B testing tool that integrates with Google Analytics and Ads.
- Optimizely—better flexibility and insights.
Statistically validate tests
- 1,000+ visits to validate a 6.3%+ conversion increase
- 10,000+ visits to validate a 2%+ increase
Sample sizes and revenue
Track tests
- Conversion target you're optimizing for: Clicks, views, etc.
- Before & after: Screenshots + descriptions of what's being tested.
- Reasoning: Why is this test worth running? Use your prioritization framework here.
When each test is finished, make note of:
- Start & end dates
- Sample size reported by your tool
- Results: The change in conversion, and whether the result was neutral, success, or failure.
Then ask: What can we learn from the test?
- Use heatmaps to figure out why your variant won. e.g. maybe users were distracted by a misleading CTA in one variant.
- Survey customers who were impacted by the test.
Conclusion
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Ricky is the founder of SaaSwrites. A SaaS founder himself, Ricky found it difficult to grow and market his product after building it. While networking on Twitter with founders, he realized there was a big gap in a platform that can truly help SaaS founders and makers with Marketing. He started SaaSwrites to bring the best marketing and growth resources. Ricky is an expert in SaaS Marketing offering SaaS channel strategy consulting services to SaaS companies. He also writes about SaaS marketing tools that help people with marketing. Ricky is also the founder of a B2B SaaS product - Beejek (a digital receipt platform for retail stores) Say Hi to Ricky @rickywrites on Twitter.