The Ultimate Playbook to Experimentation for SaaS

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experimentation
for SaaS
The ultimate playbook to
Loaded with inspiring examples
Table of Contents
The ultimate playbook to experimentation for SaaS 02
Can you increase your SaaS revenue
with the same traffic? 03
Experimentation in the acquisition 
phase 08
What makes experimentation for

SaaS different from other industries? 03
Experimentation strategies - Setting up
the goals, the focus, and KPIs for each phase 04
(Towards) the perfect landing page 09
(Towards) the perfect sign-up page/flow 14
Experimentation in the activation phase 15
Experimentation in the monetization phase 16
Experimentation in the retention phase 18
Experimentation for upsell and referral  20
CONCLUSION 22
Research: The key to efficient experimentation 07
The acquisition phase 05
The retention phase 06
The activation phase 05
The upsell phase 06
The monetization phase 05
The referral phase 06
The ultimate goal of experimentation is to grow your business and increase your 
revenue. You don’t need more traffic to do that. While your efforts can eventually 
result in traffic growth (for example by experimenting in the referral phase), 
experimentation is about doing much more with the traffic you already have. 
It’s about using the insights you gather from customers to increase revenue, decrease 
churn, build a loyal audience and therefore increase your customer lifetime value.
And because experimentation is different for each type of business, we tailored this 
guide to match exactly what a SaaS business needs. 
No fluff. Only la crème de la crème with real-world examples and case studies. 
Can you increase your SaaS 
revenue with the same traffic?
The ultimate playbook to experimentation for SaaS 03
While continuous experimentation is crucial to every business, the game is 
different for SaaS businesses by design as the business structure and the user 
journey are different.
For any SaaS business, you need to focus your experimentation efforts on very 
different stages:
What makes experimentation 

for SaaS different from other 
industries?
Monetization
Retention
Upsell
Referral
Acquisition
Activation
For each of these customer journey phases, multiple KPIs can be measured and 
optimized. So this isn’t as simple as a lead generation website for a business 
consultant. 
A/B testing for SaaS has to be played in a smarter way than just trying to increase 
the number of free trials. As you’ll discover later in this guide, an uplift in free trials 
isn’t necessarily correlated to sales. 
So what’s the proper way to create an efficient experimentation program and A/B 
test what matters for SaaS businesses? 
How to make sure our A/B tests have a strong basis and a good potential to win? In 
other words, how do we make educated decisions when it comes to 

A/B testing instead of just guessing?
How can we learn from A/B tests to enrich our understanding and improve our 
continuous experimentation program?
This guide is the answer.
Before we jump to brainstorming A/B test ideas that have the potential to move the 
needle, we need to understand the whole SaaS journey. 
As Stephen Pavlovich sums it up, each phase of the customer journey has a goal that 
can be measured by a KPI when optimizing focus elements. Here’s a visualization of 
that in action:
Experimentation strategies - Setting 
up the goals, the focus, and KPIs for 
each phase
The ultimate playbook to experimentation for SaaS 04
There could be a slight addition or edition to the current table for your SaaS product 
depending on the strategy. For example, you could be offering a demo instead of a 
free trial. That said, the most important lesson is to sit down and set all these 
phases and KPIs and also choose elements for optimization while understanding the 
whole picture.
1
2
4
-
-
3
1
1-2
<90
-
-
14-30 

(generally)
Acquisition
Activation
Retention
Upsell
Referral
Monetization
UVs (Unique visitors) Trials
Product usage
Churn
Negative churn ARPA

(Average revenue per account)
Viral coefficient
Sales MRR 

(Monthly recurring revenue)
Trial
Active user
LTV (lifetime value)
Increase revenue
Virality
Customer
Landing Page Sign Up Page
Product E-mail
Pricing Page Checkout
Product E-mail
Product E-mail
Product Refer-a-friendE-mail
Stage Day Phase Focus Goals KPIs
A reproduction of Stephen Pavlovich’s table in his presentation SaaS Optimization: Effective Metrics, Process, and Hacks - CXL LIVE 2016
https://youtu.be/MUvEDlbFMiw?t=574
The ultimate playbook to experimentation for SaaS 05
The activation phase
The KPI for this phase is: product usage
Once we get a new free trial lead, we need to make sure that our potential customer 
uses it. This way we can push our users closer to understanding the value of the 
product in action, seeing the concrete benefits, and becoming paying customers. 
To achieve that we need to optimize our onboarding flow, focus on nudging the 
users to come back with email or even push notifications, and make the product as 
user-friendly as possible, especially for the first use.
The acquisition phase
The main KPI for this phase is: Sign ups/Free Trials
Most SaaS businesses provide either a free plan or a free trial. It’s very rare, although 
possible, that a SaaS product provides only paid plans with no free trial or free plans.
When there are no free trials or plans, the newly acquired customer is a new paying 
customer. Then the challenge we have in hand now is obviously irrelevant. 
However, when trying to grow the number of free trials, we must keep the whole customer 
journey in mind. The ultimate goal of experimentation in each of the different phases, 
including this one, is to grow the business revenue. When trial users don’t convert to 
paying users, more trials don’t mean more revenue.
So if we’re acquiring a new customer, we can be either acquiring:
A free trial user who may or may not decide to upgrade once the trial period is over
A free plan user who may or may not upgrade over time
A new customer with a new sale
The answer is: We don’t need more free trials. We need more trials that will result in 
more sales.
But how do we achieve that? That’s what we’ll discover in the ‘A/B testing in the 
acquisition phase’ section.
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The monetization phase
The KPIs for this phase are: Sales and MRR (Monthly recurring revenue)
As we discussed before, more free trials won’t help your business if they can’t be 
monetized. This is where the trial ends and the user is directed to choose a plan 

and checkout. In the ‘A/B testing in the monetization phase section, we’ll see tons 

of examples of great pricing plans and checkout flows that are built and optimized 

based on customer research, psychology concepts such as the decoy effect, and 
well-tested patterns and best practices.
Monthly Recurring Revenue
January February March April May June July
increased recurring revenue29%
The ultimate playbook to experimentation for SaaS 06
The retention phase
The KPI for this phase is: Churn
While churn calculation can differ from one business to another, it simply indicates the 
customers' loss rate. It’s typically calculated as the following:
Even with great acquisition efforts, churn can hinder, slow down, or flatten the growth of 
a SaaS business. Because if you bring in 1000 new customers each month and you lose 
1000, you’re basically at the same spot. So making sure our customers stay subscribed 
is a big priority. 
While this phase is different from the acquisition phase, it actually depends on it. While 
sometimes we treat these phases separately, our experimentation strategy could be 
related to more than one phase. 
Churn rate
Number of customers who canceled their subscription at 
theend of a period of time / Number of customers at the 
start of that same period of time. On investment loops by growth.design
People invest time, money, information, or effort into a product 
in anticipation of future benefits. It makes them more likely 

to return because of the increase in perceived value. When 
executed properly, user investments load the next trigger to 
use your product.
The upsell phase
The KPIs for this phase are: Negative 
churn and ARPA (Average Revenue Per 
Account)
A great way to increase revenue for the 
business is to upgrade the current 
customer’s plan. It’s also a great way to 
retain customers as we’re increasing the 
perceived value of the product and its 
capabilities as well as increasing the 
customer investment (investment loops).
The referral phase
This is a hard yet great growth tool beyond retention. This could be as simple as 
using a referral section with an incentive. But it’s definitely an area that you can 
focus your experimentation efforts on.
https://growth.design/psychology#investment
The ultimate playbook to experimentation for SaaS 07
Research: The key to efficient 
experimentation
Because your experimentation goals could vary from increasing free trials to reducing 
churn or increasing ARPA (Average Revenue Per Account), you need to understand 
the specificity of each customer every step of the way through research.
Also, a SaaS product could have one or multiple customer segments. A product like 
Unbounce could be used by eCommerce stores, agencies, or small businesses. Each 
of these segments has both different and similar problems, sought benefits, and 
objections.
The user profile you’d be serving could be:
A free trial user who didn’t 
convert
A customer who’s been using 
your product for a good period 
of time
An active free trial user An inactive free trial user
A new customer
A customer who canceled their 
subscription
Once you have conducted your research and identified your customer segments 
as well as a separate profile for each user in each of the customer journey 
phases, it’s your job to turn this data into insights and create hypotheses.
Your goal in the research phase is to:
Understand each segment (what they are trying to accomplish with your 
product, what questions they have, what’s holding them back from choosing 
your product, what features are deal breakers for them, etc.)
Discover and acknowledge the 
presence of these different 
segments
Understand each profile in each of 
the customer journey phases
Control
The ultimate playbook to experimentation for SaaS 08
Experimentation in the 
acquisition phase
In the section on experimentation testing strategies, we highlighted the importance of 
optimizing both the landing page and the sign-up page.
The primary objective of the landing page goes beyond conversion. It aims to educate 
visitors and guide them in understanding the value of the SaaS product they have at 
hand. Here are the key points the landing page should communicate:
However, conversion alone is not sufficient because some users may sign up 
without fully grasping the product or its specific aspects.
Now, let's delve into concrete examples and ideas to optimize these two critical 
pages, the landing page and the sign-up page.
It provides a solution to their problem, addressing any doubts or uncertainties 
they may have.
It stands out from the competition, offering unique and superior features.
It is likely to help them achieve their desired goals.
It is reliable and has been successfully used by similar individuals to achieve

their objectives.
It offers assistance whenever users encounter difficulties.
Hubstaff
This wasn’t based on an insight from customer research but rather a direct 
hypothesis. The insight however could also be drawn from different sources 

like psychology concepts or a pattern of winning tests. In this example, the 
insight could be the aesthetic-usability which is defined by Nielsen Norman 
Group as users' tendency to perceive attractive products as more usable.
Insight:
If the visual design of the Hubstaff home page was improved, users will perceive 
it as more clear and more attractive, and therefore, they would be more likely to 
like/trust the product and sign up.
Hypothesis:
While these companies didn’t share the test impact on sales, we need to keep 
that in mind when analyzing our tests.



The A/B Test in action:
Variation
More visual clarity. A modern look. Improving 
the visual hierarchy of elements (for example, 
giving the headline much visual importance)
49%
increase in sign-ups
The ultimate playbook to experimentation for SaaS 09
(Towards) the perfect landing page
The hero section for a SaaS product usually contains the following elements:
Hero Section: 
An optimized CTA 

(call to action)
A visual which can be an image or a video and can play different 

roles depending on your strategy. We’ll see concrete examples 

of efficient visuals soon
A headline that communicates 
the value of your product
A description to summarize the 
main benefits of your product
Social proof to create trust 
between the brand and 

the visitor right away
Let’s take some examples of each of these elements.
To keep generating great ideas that can help us increase meaningful trials/sign-ups, 
let’s go through different sections from great SaaS landing pages and reverse-
engineer why they work. This will be a great source of ideas that you can combine 
with the insights you got from customer research to create promising A/B tests.
Source: Basecamp
Basecamp
A great headline that communicates the value proposition of Basecamp with a special 
positioning. Basecamp isn’t just another project management tool. It's an all-in-one 
tool, so it replaces multiple tools. Also, they’re capitalizing on the rise of remote work 
since the pandemic hit.
Headline: “The All-In-One Toolkit for Working Remotely.”
The same concept of trial is present. However, the language used is much simpler 
than something like “Start Your Trial Period”.
CTA (Call to action) : “Give Basecamp a try.”
While this isn’t a weight loss program, Basecamp nailed it when trying to summarize 
their product value with the before and after structure.
Subtitle: “Before Basecamp: Projects feel scattered, things slip, it’s tough to see 
where things stand, and people are stressed. After Basecamp: Everything’s 
organized in one place, you’re on top of things, progress is clear, and a sense of 
calm sets in”
The ultimate playbook to experimentation for SaaS 10
Bite-size testimonials with 5 stars icons: While detailed testimonials can have 

a great impact in a different section of the page (as well as in a different stage of 
the customer flow in the landing page), these short testimonials mainly play 

a reassuring first impression role.
“2,913 companies signed up in the last week alone!”. This is actually a pattern 
you can have in different places. In fact, Jakub Linowski has stated that this 
pattern of using a specific number of users to communicate the number of sign-
ups has an average uplift of We can see the same 
template on the Ahref website: 
7.82% based on 4 tests.
"+11,090 accounts created in the last 7 days”
All these elements and concepts can be modeled to create a promising A/B test. 
If your current hero section lacks proof, you can add the 2 elements used in the 
Basecamp example and modify them accordingly.
Social proof
While social proof has one goal of creating trust between the SaaS business and 
the potential customers, it could be manifested in different forms.
Not only the presence of social proof is important but also how we use them.
Social proof can be:
Testimonials
Logos of companies using the product
The number of customers
Videos from customers telling their stories
Full case studies
Badges if applicable. For example: “Product of the day” badge on product hunt
Let'ssee how Memberstack uses social proof.
https://basecamp.com/
Source: Memberstack
Memberstack
Memberstack understands the immense power of social proof and decided to go beyond 
putting logos.
They created one section that contains:
The total number of customers: “Trusted by 50,000 Founders & Agencies”
The number of people using their customers' end products: “Memberstack is 
used by millions of people every single day.”
A good number of logos from companies using their product
Some featured case studies with optimized titles and thumbnails to grab the 
user’s attention. Even when checking this interface to write this guide, we 
couldn’t help but check some of these case studies.
The ultimate playbook to experimentation for SaaS 11
Source: Gumroad
Show off your numbers 
If you want to impress your customers, you need to be specific.
Instead of saying we serve hundreds of customers, use the exact number.
Instead of saying we generated millions for our customers
Gumroad
“$3,176,452”

A very specific dollar figure that’s visually emphasized.
“The amount of income earned by Gumroad digital entrepreneurs last week.” : 
People are making that much money? And that’s last week alone? You can see how 
a simple element can have an impact on the internal monologue and therefore 
decision. 
https://www.memberstack.com/
https://gumroad.com/
Features and benefits
While there’s always a debate on whether to use features or benefits, there’s no 
universal truth on what to pick. You can for example A/B test and see whether 
features or benefits are better for your case. That said, you can actually mix both of 
them. A much more important focus though should be on how you can communicate 
these features to the customer in an efficient way. You need to remember that your 
goal is to both educate and sell the product so you can get the sign-up and make 
your visitor a more qualified lead.
Outseta
A simple explanation of the feature
A simple visual to show the product feature in action
Logos of the products that this feature replaces. To put this in context, Outseta 

is an all-in-one membership software for SaaS businesses. It has many features, 
each of them replacing a certain product. So even when explaining their features, 
they’re still consistent with their positioning of being the all-in-one SaaS tool. 
A testimonial to support their claim. This testimonial is a bit generic, however. 

A better alternative would be to use a testimonial that talks about this 
authentication feature and the ease of signing up and signing in users. 
Source: Outseta
The ultimate playbook to experimentation for SaaS 12
Objections treatment
The objections that customers have can be treated in different sections of the page.


Some can be treated in a headline:
Source: Webflow
Objection Treatment : “Without the dev time”
Objection : This website builder would require me to hire developers which can be 
time-consuming.
We can also create a section where we mention the objection and then reply to it, 
just like Unbounce does.
https://www.outseta.com/
https://webflow.com/
Source: Savvycal
The ultimate playbook to experimentation for SaaS 13
The Competitive Advantage
Your customer is probably opening multiple tabs and comparing different SaaS options that 
solve the same problem. Or they’re probably aware of different solutions or even using the 
alternative solution and are open to see if there’s a better alternative. All these possibilities 
make it worth addressing the competitive advantage that your customers have.
Here’s an example from Savvy Cal
Source: Unbounce
Another great example comes from Jason Fried, one of our favorite SaaS founders 
for their product Hey.com. The story from the founder is a great sales pitch that 
explains the transition from the current problems that people have with emails and 
the problems with the current email providers to the newly invented solution. It’s a 
story that’s based on a great radical positioning of their product. You can find the 
letter at the end of the current hey.com landing page. It wasn’t embedded here to 
make sure your reading experience isn’t compromised. 
The founder’s message
This isn’t a popular element but it has definitely been used to tell the story of the 
product. Harry Dry from marketing examples brilliantly deconstructs the founder’s 
note from the Privy:
Source: Marketing Example
https://savvycal.com/
https://www.unbounce.com/
http://Marketingexamples.com
The ultimate playbook to experimentation for SaaS 14
(Towards) the perfect sign-up page/
flow
There are different directions SaaS businesses take when it comes to building an 
efficient sign-up flow:
The simple 

approach 
This is where we 
have a typical 

sign-up page as a 
gate to the app.
The app-first

approach 
This is where you 
can use the app and 
then sign up later.
The email-only

approach 
This is where you’re 
only required to 
provide an email to 
access the app.
All these approaches have their advantages and disadvantages.
All these approaches have their advantages and disadvantages.

They all depend on the strategy you’re taking. 
Your experimentation efforts can help you figure out which approach is best for your 
case. But it can also help you continuously improve any of the sign-up flows once 
you’ve picked one.
Do you want as many leads as possible to follow up later with an email to educate 
and convert them? Then, probably the email-only approach is what suits you.
Do you want more qualified leads by introducing more friction to the sign-up page? 
Then, the simple approach is the answer.
Or probably your product is so good they can’t ignore it? Probably you want your 
customers to use the app and understand the value before they sign up and 
therefore get a much more qualified lead than all the other approaches.
Here’s an example from the Shopify sign-up flow.
Shopify doesn’t start by asking you for a name, or an email. They start by asking 
about your goals.
This isn’t just a great way to understand your customers, but it’s also a great way to 
break the ice. Start by asking a question relevant to the audience that is not related 
to personal information like name, email, or phone number.
Source: The author of the shopify.com funnel
The ultimate playbook to experimentation for SaaS 15
Experimentation in the 
activation phase
Once the user has signed up, it’s time to activate them. That simply means 
directing and encouraging them to use our product. 
If the user signs up and leaves the website, you can always follow up with them 
and try to get them back to the app. This could be done by educating them 
further about the product and its value. It could be done by sharing more case 
studies where people have reached measurable objectives with the product. Or 
you can share tutorials on how to use the product, and offer personalized 
support. 
This could also be affected by the acquisition phase. As we discussed before, 
the SaaS customer journey phases are often interrelated. For example, not 
implementing an email verification method that blocks the use of your app could 
help the user start using the app right away. 
You can also focus your experimentation efforts on the onboarding sequence.

An efficient onboarding educates the users and makes it as easy as possible to 
take the first steps. It’s also not a course, so it has to be brief and to the point. 
Experimenting with both the flow of your onboarding and the messaging can 
help turn leads into active users. Source: The author of the shopify.com funnel
Trello for example offers a super simple onboarding with GIFs to visually explain 
what to do.
Another experiment-worth way to activate your new users is to use push 
notifications. You need to craft your messages carefully of course to make them as 
effective as possible and not perceived as spammy. 
The ultimate playbook to experimentationfor SaaS 16
Experimentation in the 
monetization phase
Once the free trial is expired, or once the user is trying to decide whether to 
upgrade to a paid plan, there are two main pages that are the pillars of this 
phase. 
Our experimentation efforts here have to be focused on mainly the checkout 
and pricing pages.
Checkout, even if it’s hypothetically where the most impact is as it’s way down 
in the funnel, is one of the hardest pages to optimize. That’s definitely not a 
discouragement to test the checkout pages, but it’s very key information to 
prioritize your A/B test ideas.
If you offer people multiple choices, they’re more likely to pick than when they 
have one choice. 
Even if you have one plan, you can always create other plans as decoys to 
direct the users to the plan you want them to choose. 
A decoy plan could be a highly-priced plan that will help the user perceive the 
desired plan(s) as cheaper. That doesn’t mean that the plan is overpriced as it 
has to be fair.


A decoy plan could also be an inferior plan. A plan so useless, that makes you 
feel smarter by choosing the higher plan.
The decoy and anchor effect:
Learnworlds
Learnworlds is a course creation platform. The visitor is a course creator who wants 
to sell courses through their website. The visitor would first consider the cheapest 
option and see if it fits their needs. Especially when starting out, it’s a good strategy 
to save money. The first plan is So, if they 
make only 10 sales per month, they’d pay Learnworlds $74 which is almost the same 
price as the Pro Trainer plan which has no transaction fees along with many other 
features.
$24/month + $5 fee per course sale.
Source: Learnworlds
Let’s take examples of a great pricing strategy 

in action:
https://www.learnworlds.com/pricing/
The ultimate playbook to experimentation for SaaS 17
Another plan, that is probably, secretly playing as a decoy is the Learning Center 
plan. Even though it’s highlighted as “our most popular plan”. This is just a 
hypothesis as we’re trying to reverse engineer their pricing page, but since this new 
plan doesn’t offer radically better features (like unlimited courses and landing 
pages), this could be the thought process behind it.


Another useful concept to use is to communicate and emphasize the limitations of 
your free plans.
Basecamp
While the free plan is pretty decent, more features that are regularly required by 
businesses aren’t present in the free plan. Some SaaS pricing pages list the missing 
features as crossed bullet list items. Basecamp made it a bit more emphasized. 
Source: Basecamp
The pricing page doesn’t only include pricing plans. We need to treat it like a landing 
page.


While the free plan is pretty decent, more features that are regularly required by 
businesses aren’t present in the free plan. Some SaaS pricing pages list the missing 
features as crossed bullet list items. Basecamp made it a bit more emphasized. 
The pricing page doesn’t only include pricing plans. We need to treat it like a landing 
page.
Customers would have questions and objections we need to answer and treat. FAQs 
are a great way to do that. And research is where we can uncover the questions and 
objections, not in our own heads.
Customers would also need to see more proof from people to motivate them. We’re 
all social animals and need to belong to a group. Your visitors would need to see 
proof that this product actually changes (even slightly) lives and grows businesses.
https://basecamp.com/pricing
Source: Webflow University
The ultimate playbook to experimentation for SaaS 18
Experimentation in the 
retention phase
Your efforts to retain users started from the acquisition phase by educating 
and guiding them towards the Aha moment.


So a big chunk of retention optimization methods has already been covered.

That said, there are definitely a lot of things you can focus your 
experimentation efforts on to reduce churn as it can flatline your growth even 
with great acquisition results.

Source: Zoho.com
Here are some strategies we can use to reduce churn:
Create a world-class support system
Educate your users
Create a community around your product
Keep improving your product by rolling out new features that matter
Let’s take some examples on how to accomplish 

some of these goals.
Webflow took the concept of educating customers to a whole new level. They 
created a free e-learning platform with well-made high-quality videos. And that 
makes sense for Webflow since their product has a slightly steep learning curve.
Webflow
https://university.webflow.com/
https://www.zoho.com/blog/subscriptions/how-churn-can-plateau-the-growth-of-your-subscription-business.html
The ultimate playbook to experimentation for SaaS 19
Another way to increase retention is through continuous development by rolling out 
new features that matter. But how do we know if these features matter? How do we 
make sure that these features are loved and well received?
The answer is through testing. Before you roll out the feature to everyone, you can 
test it on a smaller segment of the audience. This way you can both minimize the 
risk of churn if the update wasn’t well received and either iterate on them or drop 
them completely to assure optimal customer satisfaction.


A great way to accomplish this is through with feature rollout VWO FullStack.
What does that mean for you? Should you create a whole university?
Not really. It could be just a series of videos. It could be testing these series of 
videos against a series of written documents to teach your customers how to 
properly use your product.
https://vwo.com/feature-rollout/?utm_source=vwo&utm_medium=ebook&utm_campaign=tof-saas-experimentation
https://vwo.com/fullstack/server-side-testing/?utm_source=vwo&utm_medium=ebook&utm_campaign=tof-saas-experimentation
The ultimate playbook to experimentation for SaaS 20
Experimentation for 

upsell and referral
Your app dashboard is a great real estate to encourage users to upgrade. 
Here are 2 examples from (inside a paid 
plan dashboard):
Optinmonster
A limited-time offer with a generous discount is a great idea to upgrade your 
customers to the next plan and therefore increase revenue without having to acquire 
new customers. 
On the same dashboard, we can find a message in an almost educational form:
Source: Optinmonster upgrade page
Clicking on Learn more will take you to a sales page with the goal of making the users 
upgrade to one of the higher plans.
“Did you know that our MonsterLinks 2-step feature can help you boost 
conversions by as much as 785%?”: An intriguing specific claim like this creates 
some curiosity and interest in this new feature. How do we get it?
Now that we’ve seen some upsell examples, let’s see some examples of referral 
elements and how you can improve them based on patterns and ideas we used in 
previous sections. 
The ultimate playbook to experimentation for SaaS 21
To encourage your existing users to refer other customers, you need to make it 
visible to them that this is possible and quite easy. 
It could be as simple a simple button as the one Appsumo uses in their dashboard 
navigation which takes you third-party referral app (Paperform):
Or you can visualize the ease of the process and offer them a specific incentive for 
each client they refer just like Payoneer does. 
Source: Payoneer refer-a-friend page
The value your customers get can be an amount of money or even a certain amount 
of capabilities just like Dropbox does. The following ideas have resulted in a 3900% 
growth in 15 months according to Viral loops.
Source: Viral Loops
https://viral-loops.com/blog/dropbox-grew-3900-simple-referral-program/
http://viral-loops.com
A/B testing is a great growth and learning tool and one of the most valuable tools used 
in a growth experimentation program for a SaaS company.However, it has to be seen 
as a research tool rather than a silver bullet. Most of the ideas you’ll test will lose. 
However, each test will be a learning opportunity that you can get insights from. These 
insights will help you not only in the next tests but will also become a great base of 
knowledge that you can use across different departments. 
Your experimentation program is a continuous process from research to testing.
So many tools are necessary to succeed in this journey like heatmaps, session 
recordings, clickmaps, one-page surveys, form analytics, push notifications, and A/B 
testing tool. 
 will give you get all the tools you need to create an efficient experimentation 
program and maximize the potential of your tests. 
Now that you understand both the process of creating promising A/B test ideas for 
each of the SaaS customer journey phases and know which tool is best to help you 
reach your goal, start your optimization journey today. 
VWO
Conclusion
VWO will give you 
all the tools you 
need to create an 
efficient 
experimentation 
program and 
maximize the 
potential of your 
tests. 
The ultimate playbook to experimentation for SaaS 22
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The ultimate playbook to experimentation for SaaS 23
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The ultimate playbook to experimentation for SaaS 24
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