Cover Story: Finding 'Definitive Insights'

SAP's Test Lab is remaking its website one A/B test at a time to lift conversions, slash waste and find what customers want

Shawn Burns, SAP, Global Vice President

One of SAP Test Lab’s insights: Adding the "Watch the Video" button to this SAP HANA ad increased conversions—viewing the video—by 29 percent.

What's the best way for SAP to offer a content download? A/B testing shows "Download for Free" works better.