The B2B digital solutions specialist
PepsiCo’s portfolio includes some of the nation’s best-loved snack brands, such as Walkers – the nation’s favourite crisps, made from 100% British potatoes and famous for their mouth-watering flavours. PepsiCo also creates iconic brands, such as Doritos, Wotsits, Monster Munch and premium brand Pipers Crisps.
PepsiCo were interested to explore what online best practice looked like in the wholesale channel by running a number of split-testing projects with wholesalers, including one with Sugro. The activity with Sugro saw them test two different product images across their membership to see which got more engagement, which provided them with some valuable insight.
By running a split test, they could 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, they could refine their approaches to be the best they possibly can be, that will result in more sales for everyone.
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.
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.
Before putting a test live, make sure you know what you want your results to show
The bigger the audience that will see your test, the better the results will be
Get the clearest possible view on best practice by continuing to iterate with different variables
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