Welcome to Intercom
A growth experiment on Intercom’s signup flow, plus the A/B setup behind it.
- Company
- Intercom
- Date
Setup
The pieces were already in place: an internal analytics tool, Optimizely running the experiments, and Segment as the CDP. My part was building the experiments and verifying the data behind them, confirming exposures and conversions moved through Segment and reached Optimizely intact before we trusted a result.
Experiments
The work centered on signup. It started as a single email field to get going; from there we explored turning it into a short journey that could qualify visitors: larger accounts toward sales, smaller ones toward self-serve.
It ran in two phases. The first was an A/B/C test that added a step to the journey. After a few days B was clearly behind, so we dropped it and let A and C run head to head. C won, and became the baseline for what came next.
The second phase added a second call to action: viewing demos, with the same split toward self-serve or talking to sales. The new variant won over the control again.
