Templates
These are working documents, not reading material. Every template shows the structure as tables you can copy into a spreadsheet, and most have a CSV download. Each one includes a filled-in example so you can see what a good answer looks like before writing your own.
Use them alongside the process they belong to: the CRO audit checklist with our CRO audit process, the A/B test plan with the sample size calculator, and the ICP and lead scoring templates with our guide to account scoring.
Conversion optimisation
Audit a site, plan a test and brief a new landing page.
- checklist
Conversion Rate Optimization Checklist for B2B Sites
A conversion rate optimization checklist for B2B websites: 48 checks across tracking, pages, forms, speed, trust and follow-up, with a scoring sheet.
- worksheet
A/B Test Plan Template (Experiment Plan for B2B)
An A/B test plan template for B2B teams: hypothesis, metrics, sample size, duration, stop rules and a results log, with an illustrative filled-in plan.
- worksheet
Landing Page Copy Brief Template for B2B Teams
A landing page brief template for B2B: audience, traffic source, promise, objections, proof, CTA and a section-by-section copy outline, with an example.
Targeting and scoring
Decide which companies to focus on and when they are ready for sales.
- worksheet
Ideal Customer Profile Template (ICP Worksheet)
An ideal customer profile template for B2B: weighted fit criteria, A/B/C tiers, anti-ICP rules and validation against won and lost deals. CSV included.
- worksheet
B2B Lead Scoring Model Template (Fit + Behavior)
A B2B lead scoring model template with fit and behavior point tables, negative scoring, decay rules, thresholds, and a back-test to calibrate it.
Personalization
Plan personalization plays and check that the ones you run still work.
- framework
Website Personalization Playbook Template
A website personalization playbook template: one row per play with segment, signal, page change, metric and holdout, plus a filled-in B2B example.
- checklist
Website Personalization Audit Checklist (42 Checks)
A website personalization audit checklist: 42 checks with pass conditions for data, segments, content, QA, measurement, governance and privacy.