Frequently Asked Questions

Wynter gives you feedback from your target B2B customers.

Companies use it to discover what their target B2B buyers think, want, and how messaging is resonating with them.

A/B testing is great, but it's a measurement tool.

1. Most web pages don't get enough transaction volume to run statistically meaningful tests. As a ballpark, you need 700-1000 signups/month/URL to run a valid experiment.

2. Even if you have that volume, A/B testing will only tell you whether B is better than A and by how much. It doesn't tell you why or what about the messaging is resonating (or not).

Wynter gives you qualitative data on what aspects of your messaging hit home or miss the mark. Plus, you'll understand what gets your audience to nod their head vs. roll their eyes.

If you run an experimentation program, you can use the data from Wynter to inform your A/B test hypotheses.

We have our own B2B audiences. It's the highest-quality B2B panel on the planet. Growing in size daily.
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The panel is always growing because we're actively recruiting people to join it. Professionals can sign up and be part of it here.

We recruit our audience by working with the communities they're part of. For example, if we need more business intelligence managers to join our panel, we go to communities where BI people hang out and get them to sign up.

Everyone on our panel is hand-verified and validated. We know a lot of things about them - their current (and previous) title, who their employer is (industry, headcount). They're all authenticated against their LinkedIn profile.

Insights you love or money back

The quality of our audiences is our business. Without it, we couldn't exist. We vet each audience member one by one, manually (we won't disclose their identity though - otherwise our business would be destroyed by SDRs).

We guarantee high quality insights or give you your money back.

Appcues increased their visit to trial conversion rate by 73% after making changes using the insights they got from Wynter.

The test results represent a binomial distribution of the average likelihood of tester feedback (based on a Likert scale) to a content block. According to our tests, the threshold for dependable results is a population of 15 testers.

The 15 testers assess clarity and relevance of content blocks on 1-5 scale. Their votes form a virtual voting histogram that has a mean value.

This value lies between 0 and 100% (0 meaning all 15 ratings were the lowest possible rating, and 100% meaning that all votes were maximum). This is never the case and usually the mean is somewhere in between 0 and 100%.

Depending on if the mean is below or above the 65% mark we decide if the result is on "good" or "bad" side.

On top of that we assess whether the spread of the histogram is narrow enough. If we know with at least 95% confidence that a test block scores either high or low, we'll display the score as such. If the result falls in the "mediocre" range (i.e. is statistically insignificant), we'll display the result as such.

If a text block returns an average score, then, as a marketer, you don't need to know how average the text block is. It's enough to know that the block wasn't good enough and, hence, needs improvement.

Wynter is designed to be used on any pages with direct response copy. While most use it on their web pages, you could also upload images of any creative (print ads, mockups, wireframes, etc).

These are pages that try to get people to take an action: sign up, purchase, click a button, and so on. The goal is to increase the conversion rate of those pages.

It's not designed for informational content like blog posts or newsletters.

Each test is for a single URL, so that means a single web page.

Each additional page would be a separate test.

During the business hours in the United States, it typically takes a 12-48 hours for B2B audiences and ~8 hrs for consumer audiences.

Since the feedback comes from real people, it'll take more time during nights and weekends.

While there are similarities, there are also many differences.

User testing is primary about usability: how easy it is to perform certain tasks on the website. It typically offers little insight on messaging and its resonance.

Wynter is 100% about the messaging and surrounding design elements.

Main advantages of using Wynter:

1. Targeted audiences. We deliver insights from a specific audience (your target group) instead of generic group of people. We focus on B2B audiences. User testing tools only have consumer audiences.

2. Granular insights on messaging. We ask our audience members research questions about each specific content block so the inputs are very granular.

In addition to open-ended feedback, you get quantified metrics on clarity, value proposition attractiveness, or whether they want to keep reading after seeing the above-the-fold area.

3. Easy-to-scan format. You get all the insights in a written format that's easy to consume, share, and summarize. You'll no longer have to watch endless, time consuming videos.

Resulting data is a mixture of quantified (clarity and relevance of each messaging block) and qualitative (answers to open-ended questions). Average respondent spends ~35 minutes answering questions.

Biggest killer of sales: unclear, insufficient, or poor product information.

A study by IDC showed that 50% of the uncompleted purchases were due to lack of information.

Nielsen Norman found that 20% of the times when users failed to successfully complete a purchase can be attributed to incomplete or unclear product information.

Shotfarm study concluded that 30% of people abandoned shopping carts due to poor product descriptions.

Research from GS1 UK said that 42% have abandoned an online purchase due to a lack of information provided.

"Clarity trumps persuasion" is a marketing adage from MECLABS Institute. They have studies after studies after studies showing how clarity in messaging boosts conversions up to 201%.

Messaging is the single most influential element for driving conversions.