Rudderstack Increases Demo Sign Ups Through New AB Testing Initiative
New testing methodology delivers actionable growth outcomes from every experiment.
RudderStack is a warehouse-native, customer data platform (CDP) built for developers. The company takes a new approach to building and operating customer data infrastructure, making it easy to collect, unify, and activate customer data to a wide range of common, popular tools.
The company is committed to helping customers save valuable data engineering time by offering 200+ out-of-the-box integrations. It is known for its enterprise-grade event streaming, and the CDP enables data engineers to populate standardized schemas with best-in-class load schedules.
Today, over 40,000+ sites and apps use the platform, including HP, Glassdoor, Binance, Cars.com, and Foot Locker.
Translating Data Into Growth
While RudderStack helps businesses collect and manage customer data, translating it into actionable initiatives that drive growth requires the collaboration of other tools and teams. So when RudderStack needed to optimize its own website to drive more demo signups, the company enlisted the help of Mammoth Growth, the world leader in data analytics and growth.
RudderStack’s main challenge was their lean team with limited in-house resources to ideate, test, and execute on a robust experimentation program. The company acquired an advanced testing tool, LaunchDarkly, but needed support to track relevant metrics or measure outcomes. This resulted in an anecdotal and one-dimensional testing routine that stunted their ability to optimize their demo signup flow.
A New Testing Culture and Development Cycle
Mammoth Growth provided RudderStack with end-to-end support in developing a robust testing culture and development cycle. This included an idea backlog, multiple test plans and summaries, and an AB testing roadmap. With Rudderstack, they worked to identify high-impact test ideas and establish a documentation process, and a protocol for managing the testing roadmap.
Once ideas were approved, Mammoth Growth provided detailed guidance on technical considerations for launching experiments and interpreting results. This included everything from the QA process for experiments to understanding how calculations are made for test configurations. With this new strategy, Rudderstack could easily translate the data collected into meaningful actions that would optimize their website and improve conversion rates.
Increased Click-Through Rates
Using Mammoth’s methodology, Rudderstack’s testing regimen immediately produced meaningful results - progressing them a step closer to generating more demo signups. The first test alone saw a 2.5% lift in the click-through-rate (CTR) on the demo link over the control, ultimately leading to a higher overall number of demo bookings overall.
“Mammoth Growth was able to help us quickly implement a testing methodology that has had an immediate impact on our bottom line,” said Daniel Harper, Demand Generation Lead at RudderStack. “The level of expertise and attention to detail was outstanding, and we couldn’t be happier with the results.”
Harper added, “We highly recommend Mammoth Growth to any business seeking to improve their user experience and achieve more signups through conversion rate optimization.”
“Mammoth Growth was able to help us quickly implement a testing methodology that has had an immediate impact on our bottom line. The level of expertise and attention to detail was outstanding, and we couldn’t be happier with the results. We highly recommend Mammoth Growth to any business seeking to improve their user experience and achieve more signups through conversion rate optimization.”