Inside Givz’s Customer Validation Process: Using A/B Tests to Win Enterprise Deals

Converting enterprise prospects often requires hard data, not just compelling stories. In a recent episode of Category Visionaries, Andrew Forman shared how Givz uses simple A/B tests to prove their value proposition and win over skeptical executives.

The Validation Challenge When pitching donation incentives to brands, Givz faces a common objection. As Andrew explains: “My nightmare scenario is, hey, I don’t have time to deal with charity stuff. I need to lift my average order value.” This resistance to “charity stuff” demanded a data-driven response.

The Simple A/B Test Givz developed a straightforward experiment: “Use a coupon code for 20% off. Use a different coupon code for 15% off plus 15% to give to charity. See which one wins,” Andrew shares. This head-to-head comparison made the value proposition concrete and measurable.

H&M’s Test Case The breakthrough came with H&M. “Will an email that goes out to their X million loyalty members that doesn’t have a discount code in it that says, hey, if you spend $60 or more, you’re going to get $10 to give to charity over the next seven days, will that work?” Andrew recalls.

The results were compelling: “To the tune of H&M donating $150,000… in six days it was exciting. It was exciting to see that email converted as if it had a discount code in it, even though it didn’t.”

Measuring Long-Term Impact Beyond immediate conversion rates, Givz tracks sustained impact on key metrics. When brands implement donation incentives above certain purchase thresholds, “Average order value goes from 67 to 84 within a couple of weeks and it stays there for the rest of the year.”

Expanding Across Verticals This validation approach has helped Givz expand beyond retail. “We really haven’t found an industry yet where it doesn’t work,” Andrew notes. From pet supplies to CBD brands to luxury retail, the model proves effective across segments.

The Enterprise Rollout Once the initial test succeeds, implementation is straightforward. “The message is delivered in every way just like a discount code would be delivered,” Andrew explains. “You’re putting that on your site, you’re putting in an email, you’re making social posts about it. You’re marketing it as you totally would normally.”

Key Learnings for B2B Founders Givz’s validation process offers valuable lessons for enterprise sales:

1. Make testing low-risk and easy to implement
2. Focus on metrics prospects already care about
3. Start with a single channel to prove the concept
4. Show sustained impact beyond initial results
5. Design for seamless integration with existing workflows

For B2B founders selling to enterprises, Givz’s approach demonstrates how systematic validation can overcome initial skepticism and drive adoption. By making ROI concrete and measurable, they’ve turned “charity stuff” into a compelling business case.