{"id":39485,"date":"2017-04-20T12:54:11","date_gmt":"2017-04-20T12:54:11","guid":{"rendered":"https:\/\/vwo.com\/blog\/?p=39485"},"modified":"2025-05-02T18:26:20","modified_gmt":"2025-05-02T12:56:20","slug":"how-to-optimize-for-revenue-as-a-saas-business","status":"publish","type":"post","link":"https:\/\/vwo.com\/blog\/how-to-optimize-for-revenue-as-a-saas-business\/","title":{"rendered":"Eating Our Own Dogfood &#8211; How To Optimize For Revenue As A SaaS Business"},"content":{"rendered":"\n<p><span style=\"font-weight: 400\">It wouldn\u2019t be an exaggeration to say that we at VWO are very passionate about experimentation. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Not only have we built a product around <\/span><a href=\"https:\/\/vwo.com\/testing\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400\">A\/B testing and conversion optimization<\/span><\/a><span style=\"font-weight: 400\">, but we are always looking for ways to run experiments on our website.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Recently, we got our entire team to actively research and contribute ideas for <a href=\"https:\/\/vwo.com\/website-optimization\/\">optimization on our website<\/a> and ran multiple tests. This post is a narrative of what we did after.<br><\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\"><a href=\"https:\/\/vwo.com\/ab-testing\/#guide-download\"><span style=\"text-decoration: underline\"><em>Download Free: A\/B Testing Guide<\/em><\/span><\/a><\/h2>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Who Is This Post for?\" id=\"who-is-this-post-for\" data-menu-id=\"who-is-this-post-for\" style=\"text-align:left\"><span style=\"font-weight: 400\">Who Is This Post for?<\/span><\/h2>\n\n\n<p><span style=\"font-weight: 400\">This post will help <a href=\"https:\/\/vwo.com\/saas-ab-testing\/\">SaaS growth-hackers, marketers, and optimization experts to predict the business value from an a\/b test<\/a>.<br><\/span><br><span style=\"font-weight: 400\">The aim of this post is to not only share the tests we ran on our website, but also introduce a revenue-based framework that predicts the business impact of an A\/B test and prioritizing on the basis of it.<\/span><\/p>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Revenue-Based Optimization\" id=\"revenue-based-optimization\" data-menu-id=\"revenue-based-optimization\" style=\"text-align:left\"><span style=\"font-weight: 400\">Revenue-Based Optimization<\/span><\/h2>\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"Need for a Model\" id=\"need-for-a-model\" data-menu-id=\"need-for-a-model\" style=\"text-align:left\">Need for a Model<\/h3>\n\n\n<p><span style=\"font-weight: 400\">After we propelled our team to suggest ideas for testing, we had more than 30 hypotheses looking at us, but no distinct way of knowing which of these to take up first. Of course, there is a range of <\/span><a href=\"https:\/\/vwo.com\/blog\/ab-testing-hypothesis\/\"><span style=\"font-weight: 400\">prioritizing frameworks<\/span><\/a><span style=\"font-weight: 400\"> available, but we particularly wanted to look at the ones that would directly impact our revenue. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">This framework helped us project the potential impact on the revenue from each test. Here&#8217;s w<\/span>hat we did:<b><br><\/b><b><br><\/b><span style=\"text-decoration: underline\"><b>Step 1<\/b><\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">We decided to identify high-impact pages and winnow the pages that were not as important for our business, that is, pages where no goal conversions take place. We looked at Google Analytics for pages with the: <\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Highest Amount of Traffic<br><\/strong><span style=\"font-weight: 400\">(We used \u201cNew Users\u201d to nullify visits by existing customers.) <\/span><\/li>\n\n\n\n<li><strong> Highest Number of Goal Conversions<\/strong><br><span style=\"font-weight: 400\">(Goal conversion, which contributes to your overall business goal, is the main goal for your website. In our case, this meant all qualified lead-generating forms. A free trial or request a demo qualifies a visitor as a lead with a genuine interest in our product; or, as the industry popularly refers to it, a Marketing Qualified Lead.)<\/span><\/li>\n<\/ul>\n\n\n\n<p><span style=\"font-weight: 400\">This gave us a list of pages which were high-value in terms of, either traffic generation or last touch before conversions. <\/span><\/p>\n\n\n\n<p><b>We identified the following key pages:<\/b><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400\">Free-trial page<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">Request-a-demo page<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">Homepage<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">Pricing page<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">Features page<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">Blog pages (All)<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">Contact-us page<br><\/span><\/li>\n<\/ul>\n\n\n\n<p><strong><span style=\"text-decoration: underline\">Step 2<\/span><\/strong><\/p>\n\n\n\n<p>Our main objective was <span style=\"font-weight: 400\">to project an estimated increase in the revenue due to a particular test. If your test increases the <a href=\"https:\/\/vwo.com\/glossary\/conversion-rate\/\">conversion rate<\/a> by say 20%, what would this mean for your business and, in turn, the revenue?<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Note: You should use data from the recent 3\u20136 months, and the average (mean) of each stage of your Marketing funnel, which are explained below. This is to accurately reflect what to expect from your testing and be relevant to your business.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">For each of the \u201cKey Pages\u201d we identified in the first step, we also dug out the corresponding numbers at each funnel stage. We\u2019ve explained each stage of the funnel and how it is calculated:<\/span><\/p>\n\n\n\n<p><strong>a) Key Page Traffic: <\/strong>The total number of pageviews per Key Page (new users in our case). You can find the data in Google Analytics.<\/p>\n\n\n\n<p><strong>b) Total Conversions:<\/strong><span style=\"font-weight: 400\"> The total number of leads generated from each particular page. If there is an additional qualification your company follows, source this data from your preferred CRM or <a href=\"https:\/\/vwo.com\/blog\/marketing-automation\/\">Marketing Automation<\/a> software. For example, at VWO, we use Clearbit to qualify our leads in Salesforce.<\/span><span style=\"font-weight: 400\"><b><br><\/b><\/span><\/p>\n\n\n\n<p><strong>c) Opportunities:<\/strong><i> <\/i><span style=\"font-weight: 400\">The total number of opportunities generated for your sales team. This data will be available in your CRM; make sure to count qualified opportunities only.<b><br><\/b><\/span><\/p>\n\n\n\n<p><strong>d) Customers:<\/strong><span style=\"font-weight: 400\">&nbsp; The total number of customers created in a month. <\/span><\/p>\n\n\n\n<p><strong>e) MRR (New):<\/strong><i> <\/i><span style=\"font-weight: 400\">Or monthly recurring revenue, means revenue booked on a monthly basis; you can use this to estimate annual recurring revenue, or ARR, as well.<\/span><span style=\"font-weight: 400\"><br><\/span><b><\/b><\/p>\n\n\n\n<p><strong><span style=\"text-decoration: underline\">Step 3<\/span><\/strong><span style=\"font-weight: 400\"><br><\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Now that we had all the numbers needed in our arsenal, I decided to calculate some more internal benchmarks. This gave us the performance of our marketing and\/or sales funnel.<\/span><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><span style=\"font-weight: 400\">We computed the conversion rate of a particular page, using the following formula: <\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">Existing conversion rate = <\/span><span style=\"font-weight: 400\">(Total Conversions <\/span><span style=\"font-weight: 400\"> Key Page Traffic)<\/span><span style=\"font-weight: 400\">; this is represented as %<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">The conversion of your leads into opportunities:<br><\/span> <span style=\"font-weight: 400\">(Opportunities<\/span><span style=\"font-weight: 400\">&nbsp;\u00f7 Total conversions)&nbsp;\u00d7&nbsp;<\/span><span style=\"font-weight: 400\">100, represented as %<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">&nbsp;The conversion rate of opportunities into customers:<\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">(Customers&nbsp;\u00f7&nbsp;<\/span><span style=\"font-weight: 400\">Opportunities) \u00d7 <\/span><span style=\"font-weight: 400\">100, represented as %<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">&nbsp;The average revenue per user or ARPU<\/span>:<br><span style=\"font-weight: 400\">Total MRR &nbsp;\u00f7 <\/span><span style=\"font-weight: 400\">Total number of paying customers<\/span><span style=\"font-weight: 400\"><br><\/span><\/li>\n<\/ol>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"1501\" height=\"661\" src=\"https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2017\/04\/MODEL-SCREEN.png\" alt=\"Revenue-based Testing Model\" class=\"wp-image-39490\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2017\/04\/MODEL-SCREEN.png 1501w, https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2017\/04\/MODEL-SCREEN.png?tr=w-1366 1366w, https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2017\/04\/MODEL-SCREEN.png?tr=w-1024 1024w, https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2017\/04\/MODEL-SCREEN.png?tr=w-768 768w, https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2017\/04\/MODEL-SCREEN.png?tr=w-640 640w, https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2017\/04\/MODEL-SCREEN.png?tr=w-375 375w\" sizes=\"(max-width: 1501px) 100vw, 1501px\" \/><\/figure>\n<\/div>\n\n\n<p><span style=\"font-weight: 400\">This is what our final dashboard looked like:<br><br><\/span><span style=\"font-weight: 400\">The model uses all of that data and projects how much revenue increase or decrease you can estimate based on your test results. This estimate can give you a good idea of where to begin or prioritize your testing.<br><\/span><\/p>\n\n\n\n<p><strong><span style=\"text-decoration: underline\">Step 4 (Optional)<\/span><\/strong><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">This is where it may get tricky. At VWO, we sell both Enterprise plans and Standard plans. So to be fair, we must estimate each cohort with separate data and individual conversion rates.<\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">For example, Opportunity creation % for an Enterprise plan may be lower, but a Standard plan is easier to convert. You may want to decide what type of plan do you want to focus on.<\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">We, for instance, used website traffic and Alexa rank as the benchmark for lead qualification. We attributed more value to the leads that came in through key pages and prioritized them.<\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">This led us to the next step, which is the qualification rate of the said lead of high value. This rate may be in the range 30\u201350%, depending on your definition.<\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">It was interesting to note that each page had a different qualification rate. For example, we get better quality leads from our Request a demo page than we do from our free trial or blog post page.<br><\/span><b><br><\/b><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\"><a href=\"https:\/\/vwo.com\/ab-testing\/#guide-download\"><span style=\"text-decoration: underline\"><em>Download Free: A\/B Testing Guide<\/em><\/span><\/a><\/h2>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Tests Conducted:\" id=\"tests-conducted\" data-menu-id=\"tests-conducted\" style=\"text-align:left\">Tests Conducted:<\/h2>\n\n\n<p><b><\/b><span style=\"font-weight: 400\">After we had the model in place, we played around with the increase or decrease in our conversion rates. This was to identify what would be our best <a href=\"https:\/\/vwo.com\/blog\/structured-conversion-optimization-process-kula-partners\/\">optimization opportunities<\/a>?<\/span><span style=\"font-weight: 400\"><br><\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">The free trial pages and the home page were among the high-priority pages, in terms of the impact of revenue. (Unfortunately, I can\u2019t share the exact numbers with you.) We first looked at the hypotheses on the free trial page:<br><\/span><b><\/b><\/p>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"Test 1 - Free Trial Page\" id=\"test-1-free-trial-page\" data-menu-id=\"test-1-free-trial-page\" style=\"text-align:left\">Test 1 &#8211; Free Trial Page<\/h3>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"951\" height=\"531\" src=\"https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2017\/04\/Screenshot-Hypothesis-final.jpg\" alt=\"screenshot-hypothesis-final\" class=\"wp-image-39591\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2017\/04\/Screenshot-Hypothesis-final.jpg 951w, https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2017\/04\/Screenshot-Hypothesis-final.jpg?tr=w-768 768w, https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2017\/04\/Screenshot-Hypothesis-final.jpg?tr=w-640 640w, https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2017\/04\/Screenshot-Hypothesis-final.jpg?tr=w-375 375w\" sizes=\"(max-width: 951px) 100vw, 951px\" \/><\/figure>\n<\/div>\n\n\n<p><span style=\"font-weight: 400\">Our hypothesis was \u201cIllustrating <a href=\"https:\/\/vwo.com\/blog\/launching-new-vwo\/\">VWO features<\/a> and social proof on the free trial page will prompt users to sign up for the free trial.\u201d<br><\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">Here is a screenshot of what it looks like in VWO.<br><\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Bonus tip: VWO has recently launched a new capability called PLAN that lets you manage and prioritize your testing hypotheses. To learn more about this capability, visit <a href=\"https:\/\/vwo.com\/blog\/what-changes-for-you-with-the-launch-of-the-vwo-experience-optimization-platform\/\">the VWO <\/a><\/span><a href=\"https:\/\/vwo.com\/plan\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400\">Plan product page<\/span><\/a><span style=\"font-weight: 400\">.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">This is what the control looked like:<\/span><span style=\"font-weight: 400\"><br><\/span><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1280\" height=\"1528\" src=\"https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2017\/04\/Free-Trial-Control.png\" alt=\"Free Trial Control\" class=\"wp-image-39491\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2017\/04\/Free-Trial-Control.png 1280w, https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2017\/04\/Free-Trial-Control.png?tr=w-1024 1024w, https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2017\/04\/Free-Trial-Control.png?tr=w-768 768w, https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2017\/04\/Free-Trial-Control.png?tr=w-640 640w, https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2017\/04\/Free-Trial-Control.png?tr=w-375 375w\" sizes=\"(max-width: 1280px) 100vw, 1280px\" \/><\/figure>\n\n\n\n<p><span style=\"font-weight: 400\">Our <a href=\"https:\/\/vwo.com\/website-heatmap\/\">heatmap<\/a> data also showed a lot of users clicking the features page after accessing the free trial page.<br><\/span><br><span style=\"font-weight: 400\">Screenshot of heatmap data:<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"1168\" height=\"713\" src=\"https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2017\/04\/Screen_Shot_2016-09-07_at_4.05.46_pm.png\" alt=\"Heatmap Screenshot for test\" class=\"wp-image-39496\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2017\/04\/Screen_Shot_2016-09-07_at_4.05.46_pm.png 1168w, https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2017\/04\/Screen_Shot_2016-09-07_at_4.05.46_pm.png?tr=w-1024 1024w, https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2017\/04\/Screen_Shot_2016-09-07_at_4.05.46_pm.png?tr=w-768 768w, https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2017\/04\/Screen_Shot_2016-09-07_at_4.05.46_pm.png?tr=w-640 640w, https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2017\/04\/Screen_Shot_2016-09-07_at_4.05.46_pm.png?tr=w-375 375w\" sizes=\"(max-width: 1168px) 100vw, 1168px\" \/><\/figure>\n<\/div>\n\n\n<p>We created a variation which included the features we offer to solve this issue. Here\u2019s a screenshot of the same.<\/p>\n\n\n\n<p>This is our current <a href=\"https:\/\/vwo.com\/free-trial\/\" target=\"_blank\" rel=\"noreferrer noopener\">free trial<\/a> page:<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"1322\" height=\"738\" src=\"https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2017\/04\/freetrialnew.jpg\" alt=\"Free Trial Page(New)(Variation)\" class=\"wp-image-39498\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2017\/04\/freetrialnew.jpg 1322w, https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2017\/04\/freetrialnew.jpg?tr=w-1024 1024w, https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2017\/04\/freetrialnew.jpg?tr=w-768 768w, https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2017\/04\/freetrialnew.jpg?tr=w-640 640w, https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2017\/04\/freetrialnew.jpg?tr=w-375 375w\" sizes=\"(max-width: 1322px) 100vw, 1322px\" \/><\/figure>\n<\/div>\n\n\n<p><span style=\"font-weight: 400\">We ran the test for over 2 months.<\/span> <span style=\"font-weight: 400\">The result was an increase of 6% in our conversion rate, which led to <a href=\"https:\/\/vwo.com\/blog\/conversion-optimization-casestudy-yourtea\/\">increased revenues<\/a>.<\/span><span style=\"font-weight: 400\"><br><\/span><\/p>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"Test 2 - Request a Demo CTA (A\/B Test)\" id=\"test-2-request-a-demo-cta-a-b-test\" data-menu-id=\"test-2-request-a-demo-cta-a-b-test\" style=\"text-align:left\">Test 2 &#8211; Request a Demo CTA (A\/B Test)<\/h3>\n\n\n<p><span style=\"font-weight: 400\">The main CTA on the homepage has been the free trial CTA. The headline on the homepage was \u201c<a href=\"https:\/\/vwo.com\/blog\/ab-testing-tools\/\">A\/B Testing Software<\/a> for Marketers.\u201d<br><\/span><br><span style=\"font-weight: 400\">The hypothesis for the test was \u201cWe will get more qualified leads through a request a demo CTA on the homepage.\u201d<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">This is what the control<\/span><span style=\"font-weight: 400\">&nbsp;looked like:<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"1267\" height=\"534\" src=\"https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2017\/04\/RADCTACONROL-2.png\" alt=\"Homepage Control\" class=\"wp-image-39502\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2017\/04\/RADCTACONROL-2.png 1267w, https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2017\/04\/RADCTACONROL-2.png?tr=w-1024 1024w, https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2017\/04\/RADCTACONROL-2.png?tr=w-768 768w, https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2017\/04\/RADCTACONROL-2.png?tr=w-640 640w, https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2017\/04\/RADCTACONROL-2.png?tr=w-375 375w\" sizes=\"(max-width: 1267px) 100vw, 1267px\" \/><\/figure>\n<\/div>\n\n\n<p><span style=\"font-weight: 400\">We came up with a more targeted copy and changed the existing CTA to Request A Demo. Here is what the variation looked like:<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"1081\" height=\"395\" src=\"https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2017\/04\/RDACTAVARIATION.png\" alt=\"Homepage variation\" class=\"wp-image-39503\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2017\/04\/RDACTAVARIATION.png 1081w, https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2017\/04\/RDACTAVARIATION.png?tr=w-1024 1024w, https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2017\/04\/RDACTAVARIATION.png?tr=w-768 768w, https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2017\/04\/RDACTAVARIATION.png?tr=w-640 640w, https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2017\/04\/RDACTAVARIATION.png?tr=w-375 375w\" sizes=\"(max-width: 1081px) 100vw, 1081px\" \/><\/figure>\n<\/div>\n\n\n<p><span style=\"font-weight: 400\">We also wanted to change our positioning due to our foray into Conversion Optimization. <\/span><span style=\"font-weight: 400\">The results from this test were that our variation beat the control and had more than 31% improvement in the conversion rate.<\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">Based on the first example, we have already implemented the new free-trial page as our main free-trial page now.<\/span> <span style=\"font-weight: 400\">Based on the second test, we updated our home page.<\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">All in all, this model helped us correctly predict the best optimization opportunities, make our testing better, and more strategically aligned to business goals.<\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">Let me know your experience with this model and how you go about testing.<\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">Would love to know your feedback on this. Please email us at <a href=\"mailto:marketing@vwo.com\">marketing@vwo.com<\/a>!<br><\/span><\/p>\n\n\n\n<p><em>Note: <em>The author owns screenshots used in the blog.<\/em><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>It wouldn\u2019t be an exaggeration to say that we at VWO are very passionate about experimentation. Not only have we built a product around A\/B testing and conversion optimization, but we are always looking for ways to run experiments on our website. Recently, we got our entire team to actively research and contribute ideas for&#8230;<\/p>\n","protected":false},"author":93,"featured_media":56264,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_read_time":7,"footnotes":""},"categories":[10676],"tags":[],"feature":[],"industry-type":[1867],"product":[],"role":[],"region":[],"class_list":["post-39485","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-a-b-testing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Optimize for Revenue as a SaaS Business<\/title>\n<meta name=\"description\" content=\"We talk about some recent A\/B tests we ran on VWO website and how we priortized those tests based on revenue.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/vwo.com\/blog\/how-to-optimize-for-revenue-as-a-saas-business\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Optimize for Revenue as a SaaS Business\" \/>\n<meta property=\"og:description\" content=\"We talk about some recent A\/B tests we ran on VWO website and how we priortized those tests based on revenue.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/vwo.com\/blog\/how-to-optimize-for-revenue-as-a-saas-business\/\" \/>\n<meta property=\"og:site_name\" content=\"Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/vwoofficial\/\" \/>\n<meta property=\"article:published_time\" content=\"2017-04-20T12:54:11+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-05-02T12:56:20+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2017\/04\/OG-image_Eating-Our-Own-Dogfood-\u2013-How-To-Optimize-For-Revenue-As-A-SaaS-Business.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Zoeb Khan\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@VWO\" \/>\n<meta name=\"twitter:site\" content=\"@VWO\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Zoeb Khan\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/vwo.com\/blog\/how-to-optimize-for-revenue-as-a-saas-business\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/vwo.com\/blog\/how-to-optimize-for-revenue-as-a-saas-business\/\"},\"author\":{\"name\":\"Zoeb Khan\",\"@id\":\"https:\/\/vwo.com\/blog\/#\/schema\/person\/869992323daec02cf5eac80e955e5745\"},\"headline\":\"Eating Our Own Dogfood &#8211; 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