Conversion Rate Optimization at Quantor Networks: Leveraging A/B Testing

Jan Klein
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Jan Klein: LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - ULCO - Université du Littoral Côte d'Opale - Université de Lille - CNRS - Centre National de la Recherche Scientifique

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Abstract: In 2024, Mark, Digital Marketing Manager at Quantor Networks - a B2B provider of IT security solutions - faced growing pressure to deliver results. Recent digital advertising campaigns had successfully driven relevant traffic to the company's website. But there was a problem: while traffic increased substantially, conversions of visitors into leads did not. With customer acquisition costs rising and his boss demanding answers, Mark needed to figure out what was going wrong. Identifying the website as the bottleneck, Mark began exploring conversion rate optimization (CRO). He realized he needed a more structured, evidence-based approach - not only to understand what was blocking conversions, but also to justify his proposed changes. Facing internal skepticism and high expectations, Mark turned to A/B testing to support his recommendations with real data. The case follows Mark as he shifts to a structured testing mindset. Students are tasked with helping him apply A/B testing more systematically - prioritizing elements to test, analyzing results for significance, and developing a roadmap for improving website performance beyond the initial test.2025-

Date: 2025-04-15
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Published in 2025

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