CRO
Homepage Mid-Market Messaging CRO Test
Personalised homepage messaging for mid-market+ visitors, delivering total traffic increased +74%, MQLs +46%, and influenced pipeline +36%
Year:
2025
Industry:
B2B SaaS
Company:
Cognism
Project Overview:
In May 2025, I led a high-impact CRO experiment on the Cognism homepage, tailoring hero messaging specifically for mid-market (MM+) visitors.
The test replaced our generic hero section with a personalised headline, value-led bullet points, and an interactive demo, designed to better resonate with high-growth B2B companies.
The Challenge:
Our homepage messaging was broad, speaking to all audiences rather than directly addressing the needs of mid-market prospects (201–1000 employees). This segment is a key ICP for pipeline growth, and the opportunity was to test if personalised messaging could lift conversions and engagement.
The Approach:
Test Setup: Used Mutiny to run an A/B personalisation test targeting mid-market visitors.
Control: Generic homepage hero with no audience-specific messaging.
Variation: Personalised headline targeting ambitious/high-growth companies, with improved value propositions and interactive demo.
Collaborated with Demand Gen and Website teams to align messaging with MM pain points and goals.
Monitored results across 6 weeks using both quantitative metrics (Mutiny) and qualitative feedback (Wynter).
Execution Highlights:
Designed and launched mid-market targeted homepage hero.
Introduced sticky, interactive product demo for self-guided exploration.
Tracked engagement metrics and collected user feedback to validate hypotheses.
URL: www.cognism.com (now live for MM visitors)
Results & Impact:
📈 Key Metrics:
Conversion rate: +14% sustained uplift (peak +777% vs control).
Engagement time: +12% to +58% longer sessions.
Total traffic increased +74%, showing strong long-term demand uplift.
MQLs and influenced pipeline opps saw major long-term growth (+46% and +36%, respectively).
Overall, performance shows higher traffic volume, stronger lead generation, and stable revenue influence across the post-launch cycle.
💬 Qualitative Feedback Highlights:
Interactive demo increased interest and likelihood to engage.
Three value props (Signals, Data, Compliance) resonated.
Areas for improvement included clearer differentiation from competitors, alternative CTAs, and more concise compliance content.
More Projects
CRO
Homepage Mid-Market Messaging CRO Test
Personalised homepage messaging for mid-market+ visitors, delivering total traffic increased +74%, MQLs +46%, and influenced pipeline +36%
Year:
2025
Industry:
B2B SaaS
Company:
Cognism
Project Overview:
In May 2025, I led a high-impact CRO experiment on the Cognism homepage, tailoring hero messaging specifically for mid-market (MM+) visitors.
The test replaced our generic hero section with a personalised headline, value-led bullet points, and an interactive demo, designed to better resonate with high-growth B2B companies.
The Challenge:
Our homepage messaging was broad, speaking to all audiences rather than directly addressing the needs of mid-market prospects (201–1000 employees). This segment is a key ICP for pipeline growth, and the opportunity was to test if personalised messaging could lift conversions and engagement.
The Approach:
Test Setup: Used Mutiny to run an A/B personalisation test targeting mid-market visitors.
Control: Generic homepage hero with no audience-specific messaging.
Variation: Personalised headline targeting ambitious/high-growth companies, with improved value propositions and interactive demo.
Collaborated with Demand Gen and Website teams to align messaging with MM pain points and goals.
Monitored results across 6 weeks using both quantitative metrics (Mutiny) and qualitative feedback (Wynter).
Execution Highlights:
Designed and launched mid-market targeted homepage hero.
Introduced sticky, interactive product demo for self-guided exploration.
Tracked engagement metrics and collected user feedback to validate hypotheses.
URL: www.cognism.com (now live for MM visitors)
Results & Impact:
📈 Key Metrics:
Conversion rate: +14% sustained uplift (peak +777% vs control).
Engagement time: +12% to +58% longer sessions.
Total traffic increased +74%, showing strong long-term demand uplift.
MQLs and influenced pipeline opps saw major long-term growth (+46% and +36%, respectively).
Overall, performance shows higher traffic volume, stronger lead generation, and stable revenue influence across the post-launch cycle.
💬 Qualitative Feedback Highlights:
Interactive demo increased interest and likelihood to engage.
Three value props (Signals, Data, Compliance) resonated.
Areas for improvement included clearer differentiation from competitors, alternative CTAs, and more concise compliance content.
More Projects
CRO
Homepage Mid-Market Messaging CRO Test
Personalised homepage messaging for mid-market+ visitors, delivering total traffic increased +74%, MQLs +46%, and influenced pipeline +36%
Year:
2025
Industry:
B2B SaaS
Company:
Cognism
Project Overview:
In May 2025, I led a high-impact CRO experiment on the Cognism homepage, tailoring hero messaging specifically for mid-market (MM+) visitors.
The test replaced our generic hero section with a personalised headline, value-led bullet points, and an interactive demo, designed to better resonate with high-growth B2B companies.
The Challenge:
Our homepage messaging was broad, speaking to all audiences rather than directly addressing the needs of mid-market prospects (201–1000 employees). This segment is a key ICP for pipeline growth, and the opportunity was to test if personalised messaging could lift conversions and engagement.
The Approach:
Test Setup: Used Mutiny to run an A/B personalisation test targeting mid-market visitors.
Control: Generic homepage hero with no audience-specific messaging.
Variation: Personalised headline targeting ambitious/high-growth companies, with improved value propositions and interactive demo.
Collaborated with Demand Gen and Website teams to align messaging with MM pain points and goals.
Monitored results across 6 weeks using both quantitative metrics (Mutiny) and qualitative feedback (Wynter).
Execution Highlights:
Designed and launched mid-market targeted homepage hero.
Introduced sticky, interactive product demo for self-guided exploration.
Tracked engagement metrics and collected user feedback to validate hypotheses.
URL: www.cognism.com (now live for MM visitors)
Results & Impact:
📈 Key Metrics:
Conversion rate: +14% sustained uplift (peak +777% vs control).
Engagement time: +12% to +58% longer sessions.
Total traffic increased +74%, showing strong long-term demand uplift.
MQLs and influenced pipeline opps saw major long-term growth (+46% and +36%, respectively).
Overall, performance shows higher traffic volume, stronger lead generation, and stable revenue influence across the post-launch cycle.
💬 Qualitative Feedback Highlights:
Interactive demo increased interest and likelihood to engage.
Three value props (Signals, Data, Compliance) resonated.
Areas for improvement included clearer differentiation from competitors, alternative CTAs, and more concise compliance content.