A Method for the Construction of User Targeting Knowledge for B2B Industry Website.

To improve own software and service awareness in enterprise B2B Software industry often have the marketing event. Improving the number of the event attendees is equal to improving the software and service awareness. Therefore, it is required to develop the effective web site to promote the event and secure the registration number of event attendance, also asked for cost reduction at the same time from ROI (Return on Investment) perspective. It requires to show the right contents to the right users because each user have several different motivation which is according to their business scheme, business model, and own role and responsibilities. In this study, we could figure out user targeting knowledge through the A/B testing, such as wording effectiveness between the several industries to make the website visitors register the event registration. Also it showed several results of A/B testing to figure out effective schemes and knowledges of user targeting for B2B industry website. [ABSTRACT FROM AUTHOR]