Ali Demirbaş - Lab
TRGet in touch

Home & Landing

Gated Downloadable Resource for Leads: A/B Test Idea

A useful download may attract visitors who are not ready to buy.

  • Home & landing
  • Qualified opportunity rate

Control vs Variant

Absent on one side, present on the other.

Changed
Presence
Page
Home & landing
Difference
added

Hypothesis

Some may request it without becoming qualified sales opportunities, adding follow-up work. Assess the offer by qualified opportunities per assigned visitor, using a fixed qualification rule and follow-up window.

How to run this test

Primary metric

Qualified opportunity rate

Measure qualified opportunities per assigned visitor over the same fixed follow-up period.

Other metrics

  • Total registrationsReport registration volume alongside the amount of assigned traffic.
  • Qualified share of registrationsMake sure the share of unqualified registrations does not rise materially.
  • Sales-team workloadCheck that follow-up volume remains manageable.
  • Primary action completion rateMake sure the main conversion, such as trial start or purchase, does not fall.

What to check before and during the test

  • OfferAdd one predefined resource in exchange for contact details.
  • Resource and formSet the topic, content, form and placement before launch.
  • Access modelGated and ungated access require a separate comparison.
  • QualificationApply the same qualification criteria and follow-up process in both arms.
  • AudienceReview resource relevance and qualified demand among relevant visitor groups.

Setup mistakes to avoid

  1. 1Do not put the resource ahead of the main conversion and slow visitors ready to buy.
  2. 2Deliver the promised content accurately.
  3. 3Keep access to the resource separate from optional marketing consent.
  4. 4Do not change the resource topic and registration form together.
  5. 5Do not call a win from more registrations without checking lead quality.