The use case for A/B testing on communities expands beyond the standard use case for measuring sales or lead captures. Too few organizations use A/B testing on their community, whether it’s their company intranet, a support community, a network, or a work productivity tool where the majority of non-email correspondence and document sharing happens.
That’s a huge missed opportunity. Communities are overflowing with rich data just waiting to be mined. With anonymous users you can test many of the same things you’d test on a marketing site: how often collateral is downloaded, what UX layouts result in users finding the answer to their question, what kind of traction you’re getting on promotional campaigns, whether your marketing efforts are working to drive event registrations, and more. And with authenticated users, you can get a little more specific, promoting onboarding content for newly purchased products, surfacing content that may be relevant to their company or industry, or serving up support information specific to each user and their previous purchases or interactions with the site.