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Strategy and test plan
Funnel map, leak prioritization, test ideas and a test calendar.
Turn more of your traffic into qualified conversations
In short
PlanConversion runs conversion rate optimization for B2B and enterprise sites. We find where good buyers drop off, run one test at a time against a qualified-demo metric, and ship winners to production. First tests usually go live within three weeks, and full cycles take four to five weeks.
Measured by: Qualified demo rate, not form fills
Last updated
Clients
The problem
What usually goes wrong
Traffic does not convert
Paid and organic visitors arrive but few book a demo or talk to sales.
Forms optimize for volume
More form fills, but sales still rejects most of them.
Tests never ship
Wins stay in the testing tool and never reach templates, forms and nurture paths.
Our approach
How we run it
Every step is reviewed with your team, and every result is reported from your CRM.
Investigate the leak
Review pages, forms, demo path, CRM handoff and sales outcomes to find where good buyers drop off.
Pick one test
Choose the test most likely to raise qualified demos and set the success metric first.
Run the test
Build and QA the variant, confirm tracking and run until the data is sufficient.
Keep what worked
Roll winners into live pages, templates, forms and nurture paths, with a handoff.
Deliverables
What you get
90-day sprint
Funnel audit and leak map, two test cycles, winners shipped, handoff document.
Ongoing program
Continuous test pipeline, quarterly priority resets with sales, monthly executive review.
Focus areas
Paid landing pages, forms and demo flows, pricing pages, homepage hero, sales handoff.
Tooling
VWO, Optimizely, GA4, GTM and your existing stack.
Your stack
We work in the tools your team already runs
Browse the platforms we operate by job. Logos name the tools we work in. They belong to their owners and do not imply endorsement.
Account selection, intent, advertising and sales alerts, run weekly.
- DemandbaseOfficial partner
- 6sense
- ZoomInfo
- Bombora
- G2
The system of record every program is measured in.
- Salesforce
- HubSpot
- Marketo
- Pardot
- Eloqua
- Dynamics 365
One paid plan across channels, optimized against pipeline.
- Google Ads
- Microsoft Advertising
- Meta Ads
- YouTube
- Reddit Ads
Tracking, attribution and reporting you can defend to management.
- GA4
- Tag Manager
- Looker
- Tableau
- Power BI
- Snowflake
- BigQuery
- Segment
Testing, behavior analytics and web builds for conversion.
- Optimizely
- VWO
- Hotjar
- Clarity
- Webflow
- WordPress
- Contentful
- Figma
Claude, AI search visibility and the tools that measure it.
- Claude
- ChatGPT
- Gemini
- Perplexity
- Copilot
- Search Console
- Semrush
- Ahrefs
What to expect
Find the leak, then compound the lift
Where good buyers drop off
A sample leak map from a paid landing page to an accepted SQL.
Control vs variant
Three tests we often run first
Request a demo
First nameLast nameWork emailPhoneCompanyCompany sizeBudget
SubmitSee where your pipeline leaks
30-minute session with a senior strategist.
7 fields cut to 3Work emailCompanyMain goal
Get my demo slotReply in 1 dayNo obligation
Company size and timeline are asked after booking.
- 17 fields cut to 3
- 2Outcome-led button
- 3Proof beside the button
Hypothesis
Seven fields ask for commitment before the buyer sees any value. Three fields, with qualification after booking, should raise completed demo requests without hurting quality.
What changed
Fields cut from seven to three; company size, budget and timeline move to a step after the calendar.
Primary metric
Qualified demos booked, checked against sales acceptance
Illustrative tests from our CRO playbook, not client screenshots. Every winner is checked against sales acceptance in the CRM.
Full-service CRO
Design, copy, dev, QA, analytics and PM. All of it.
We do the work needed to test a live B2B funnel. You stay involved in strategy, approval and sales feedback.
Design and copy
Variant design, copy, offer framing and brand-aligned page sections.
Development
Implementation in VWO, Optimizely, GA4, GTM and your site stack.
QA and safety
Cross-browser, mobile, tracking, form and analytics checks before a test runs.
Analytics and reporting
Win rate, lift, sample size, lead quality and sales outcomes documented each cycle.
Program management
Weekly cadence with marketing and sales, plus a monthly executive review.
Where we test
Every surface between the click and the sales call
Paid landing pages
One page, one offer, one audience, built around campaign intent.
Forms and demo flows
Field count, multi-step pacing, post-booking qualification and lead routing.
Pricing and plan pages
Plan structure, anchoring, CTA path and the decision point before sales.
Homepage and hero
Sentence-level work on what the next click promises.
Nurture and email paths
Persona-split journeys based on buyer role, stage and action.
Sales handoffs
Routing, SLAs, owner alerts and the first touch after a form submit.
Test library
Twelve tests we reach for first
Seven fields to three, qualify after booking
Fewer fields before the calendar raises completed demo requests; qualification moves to a post-booking step.
Metric: Qualified demos booked
Multi-step form with progress
Asking the easy question first lowers perceived effort for long enterprise forms.
Metric: Form completion and SQL rate
Calendar on the thank-you page
Letting buyers pick a slot right after submitting cuts no-shows and speed-to-meeting.
Metric: Meetings held within 7 days
Outcome headline instead of feature list
Buyers act faster when the first line names the result they are buying.
Metric: Clicks to demo path
One primary CTA instead of three
Competing calls to action split attention; one clear next step raises the main conversion.
Metric: Primary CTA click rate
Published price anchors
Showing starting prices pre-qualifies budget and raises the quality of sales conversations.
Metric: Sales-accepted rate from pricing page
Programs
Ways to work with us on conversion rate optimization
A/B testing program
B2B teams with a few thousand visitors a month on paid landing pages, pricing or demo flows, and a sales team that can tell a good lead from a form fill.
Website personalization
B2B teams running ABM or segmented paid programs whose website still shows every visitor the same generic page.
Proof
Results from this kind of work
PlanConversion went beyond flagging a misfiring tracking tag. They brought the fix and a forward-looking testing plan to keep our tracking reliable.
Pipeline quality and win rates improved within a quarter. We finally had one connected demand engine with shared metrics.
Your team
Who runs your conversion rate optimization program
Senior Graphic Designer and UX/UI Designer
Designs landing pages, ad creative and site experiences built around conversion and clear proof.
Senior Web Developer and AI Solutions Architect
Builds the sites, tracking and AI workflows behind client programs, from headless architecture to Claude implementations.
Founder and Director of Revenue Growth Strategy
Leads strategy on every engagement. Former enterprise marketing leader at Coveo, Assent and Nakisa with 20+ years in B2B demand generation.
LinkedInInsights
Read before you decide
A/B testing and personalization for B2B: a playbook for low-traffic, high-value funnels
How B2B teams should run A/B tests and website personalization when traffic is low and deals are large: sample sizes, what to test first, audience relevancy and measuring on qualified demos.
B2B landing page optimization: what to test first for more qualified demos
A prioritized list of B2B landing page tests that move qualified demo rate, from offer and proof to form length and page path, plus how to measure them properly.
Demo request forms: how many fields should an enterprise form have?
How to design enterprise demo request forms that balance conversion and qualification: which fields to keep, which to enrich, multi-step forms and routing.
Free tools
Size the opportunity before you call us
A/B test sample size and duration calculator
How long will your test take, and is your traffic enough?
Open the tool →CRO revenue impact calculator
What a conversion lift is worth in pipeline and revenue.
Open the tool →Attribution model simulator
See how one deal’s credit shifts across five attribution models.
Open the tool →Tracking signal loss estimator
How many paid conversions your ad platforms cannot see.
Open the tool →Paid media to revenue scorecard
Pipeline-to-spend, cost per SQL, ROAS and CAC against enterprise benchmarks.
Open the tool →Pipeline gap calculator
How much pipeline marketing needs each quarter to hit the number.
Open the tool →FAQ
Conversion rate optimization: common questions
Related services
How long until the first test goes live?
Usually within three weeks of kickoff. A full cycle then runs four to five weeks, depending on traffic and the sample-size threshold.
Who runs the tests?
Senior operators design hypotheses, review variants and own the readout, with founder-led oversight. Design, copy, development, QA and analytics are all included.
Do you do website personalization?
Yes. We personalize headlines, proof, offers and CTAs by industry, account tier, buying role and traffic source, using campaign data, first-party data and Demandbase or 6sense signals, and test each experience against a control.
How much traffic do we need for CRO?
A few thousand visitors per month on paid landing pages or the demo flow. With less, we fix funnel structure first.
Will tests disrupt our paid campaigns?
No. Campaigns keep running against the same URLs while variants are measured.
What happens if a test loses?
The finding is documented and shapes the next hypothesis. Losing tests still tell you what buyers do not value.
What lift should we expect?
It depends on traffic, baseline conversion and offer. We size a realistic range for your funnel in the diagnostic, before any test runs, and measure every result against sales-accepted demos. Results depend on traffic, offer and sales follow-up.