Digital Strategy Manager, Amber Madkour, explains how PepsiCo is using split testing to win online in B2B
Hi Amber, tell us more about PepsiCo's split testing work
We’re interested to explore what online best practice looks like in the wholesale channel and have run a number of split-testing projects with wholesalers, including one with Sugro. The activity with Sugro saw us test two different product images across their membership to see which got more engagement, and it provided us with some valuable insight.
Why is split testing so important to PepsiCo?
By running a split test, we can get the best possible view of how to engage with B2B customers online. Tests of two or more variables run simultaneously across an eCommerce environment, with customers randomly split into different groups, so results provide a snapshot of what inspires the most interest. Ultimately, if we can refine our approaches to be the best they possibly can be, that will result in more sales for everyone.
What sort of things can be tested?
There’s a suite of split testing options when using the b2b.store eCommerce module, just as Sugro has completed. A wide range of options give the fullest picture of which factors can positively – or negatively – impact sales, so that’s really important.
Is split testing likely to be something that grows in popularity in wholesale?
Insight is king and for all the reasons above, split testing gives you so much of it. Split testing has been used by consumer-facing businesses to get reads on optimum approaches for a long time, but now it’s establishing itself further in B2B as well, this is only going to grow further if the results are good.
