Experiments

Real B2D marketing experiments, reverse-engineered and annotated. Filter by growth driver or page section.

Driver:
All15SEO1GEO1Paid Ads1A/B Test1Organic0Product11
Section:
All15Hero8Navigation2Pricing2Docs2Other1
ABTest
Northflank

Testing 'Build faster' vs 'Ship without breaking prod' — outcome-specific headlines win

An A/B test on a deployment platform's homepage comparing an aspirational headline ('Build faster') against an outcome-specific headline ('Ship without breaking prod'). The outcome-specific variant increased signups by 18% and activations by 24%, revealing that developers respond to language that describes a solved pain point rather than a generic speed promise.

A/B testheadlinehomepageconversioncopywriting
Product
Algolia

How Algolia uses animated AI search to show — not tell — product value

Algolia's hero section features an animated AI search demo that resolves raw SKU numbers into actual products. This teardown explains why showing beats telling for developer tools with complex AI capabilities.

heroanimationAIsearchuse-cases
Product
Clerk

Clerk puts their differentiator in the hero — and uses building-oriented language

Clerk leads with 'the most comprehensive set of embeddable UIs' as their differentiator claim, pairs it with 'Start building' CTA language, and backs it with a logo trust strip. A breakdown of why leading with differentiation reduces bounce.

heropositioningtrustdeveloper-language
PaidAds
Render

Reddit ads in r/programming and r/devops outperformed r/SaaS by 4x on cost per activation

A paid ads experiment comparing Reddit ad performance across developer-specific subreddits (r/programming, r/devops) versus the business-oriented r/SaaS. Developer subreddits delivered 4x lower cost per activation despite higher CPCs, because the audience was closer to the actual product user. Full targeting setup, creative strategy, and CPC breakdown included.

Reddit adspaid acquisitiondeveloper targetingCPCad creative
Product
Convex

Convex targets both developers and vibe coders — and shows GitHub stars as social proof

Convex runs a dual-persona hero with an npm install CTA for developers and a Chef AI builder path for vibe coders, while displaying 7,138 GitHub stars in the navigation. A study in serving multiple audiences without diluting the message.

herovibe-codinggithubpersona
Product
Plaid

Plaid's 'Use Cases' nav item and dual CTA hierarchy reveals their sales vs. PLG tension

Plaid's navigation features a 'Use Cases' menu alongside a 'For Developers' section, while the primary CTA is 'Talk to team' rather than 'Start building.' This structure reveals the tension between enterprise sales and product-led growth.

navigationuse-casesdeveloper-menuCTA
Product
Resend

Resend names the pain point in the headline — and links to docs as a primary CTA

Resend's hero uses 'Email for developers' as crystal-clear positioning, directly addresses the spam folder problem, and offers documentation as a primary CTA. A masterclass in pain-point-first developer marketing.

heropositioningpain-pointdocs-CTA
Product
Stripe

Stripe's 'Developers' mega-menu is a masterclass in creating a separate door for technical buyers

Stripe's navigation features a dedicated 'Developers' mega-menu with Documentation, API Reference, Guides, Changelog, and more. This architecture creates a complete parallel experience for technical evaluators.

navigationdocsdeveloper-experiencearchitecture
GEO
Resend

Adding llms.txt and FAQ sections increased LLM citation rate by 2.4x in 60 days

A GEO experiment measuring the impact of adding a structured llms.txt file, FAQ sections, and JSON-LD structured data on citation rates across ChatGPT, Perplexity, and Claude. After 60 days, the product was mentioned in 2.4x more LLM-generated responses for target queries, with Perplexity showing the strongest improvement at 3.1x baseline.

GEOllms.txtFAQLLM citationstructured data
Product
Supabase

Supabase's 'open source Firebase alternative' line does 3 jobs in 6 words

Supabase positions as 'the open source Firebase alternative' — a six-word line that establishes the category, differentiator, and competitive frame simultaneously. Plus: 83.6K GitHub stars in the nav and enterprise segmentation.

heropositioningalternativegithubenterprise
Product
Upstash

Upstash uses tabbed pricing to solve the multi-product pricing UX problem

Upstash presents pricing for Redis, Vector, QStash, and Workflow through a tabbed interface. A breakdown of how tabbed pricing solves the multi-product UX challenge and why per-request pricing resonates with developers.

pricingmulti-producttabsdeveloper-pricing
SEO
WorkOS

A 'developer onboarding' topic cluster drove 340% organic traffic growth in 5 months

An SEO experiment building a topic cluster around 'developer onboarding' for a SaaS product. Starting from keyword research through content creation and internal linking, the cluster of 1 pillar page and 12 supporting articles grew organic traffic to the target topic from 1,200 to 5,280 monthly sessions in 5 months. Full keyword research approach, content structure, and internal linking map included.

SEOtopic clustercontent strategyinternal linkingdeveloper onboarding
Product
Upstash

Upstash's 'Serverless Data Platform' hero commits to a clear USP with product tab navigation

Upstash leads with 'Serverless Data Platform' as an aspirational identity claim, uses product tabs below the hero to surface platform breadth, and segments enterprise separately. A study in single-message clarity.

heroUSPserverlessmulti-product
Product
Vercel

Vercel's dual CTA separates PLG and enterprise — and the language tells you everything

Vercel's hero features 'Start Deploying' (PLG) and 'Get a Demo' (enterprise) as dual CTAs with distinct visual hierarchy. A breakdown of why action-oriented CTAs outperform generic alternatives and what the language reveals about GTM strategy.

heroCTAPLGenterprisedual-persona
Product
Upstash

Cutting the free tier from 10K to 1K API calls tripled paid conversion without losing signups

A product-led growth experiment testing free tier limits on a developer API platform. Reducing the free tier from 10,000 to 1,000 monthly API calls tripled paid conversion rate from 2.8% to 8.4% while signup volume remained flat, revealing that generous free tiers were subsidizing production workloads that had no financial pressure to upgrade.

PLGfreemiumfree tierpricingconversion rate

15 of 15 experiments