B2B User Testing with Ben Labay
SaaS Experiments
English - February 26, 2021 05:21 - 47 minutes - 43.7 MBMarketing Business Entrepreneurship cro experimentation ecomm ecommerce optimization Homepage Download Apple Podcasts Google Podcasts Overcast Castro Pocket Casts RSS feed
In this episode, I talk to Ben Labay, Managing Director of CX Experimentation at Speero.
He breaks down how to meet the challenge of doing user research when you’re selling a B2B SaaS product to a highly specialized market.
Transcript and other ways to listen here:
https://briandavidhall.com/ben-labay-on-saas-experiments/
2:09 Should you do user testing in B2B SaaS?
4:35 Common user testing platforms & features
5:24 Custom paneling services
7:14 What to look for in user testing
7:51 NPS and benchmarking metrics
10:20 Tradeoffs between platforms with custom panels vs DIY recruitment
12:48 Using industry newsletters for panel recruitment
15:22 Using a tool like Hotjar for panel recruitment
19:16 If you're just starting out ...
21:20 How not to mess up your script and screening questions
26:35 How to detect struggle/friction in user testing sessions
29:42 How many participants do you need to do benchmarking?
31:49 Tradeoffs between highly qualified panelists vs feasibility of finding them
34:25 More on screener questions
40:02 More on pricing tradeoffs
43:22 Avoiding data traps
45:53 "Science is merely a tool to, to try to be fast and confident at the same time in our decisions"