Case Study: ThomasNet achieves a 94% increase in conversions with FullStory

Thomas powers better digital experience with integrated technologies and a robust A/B 
 testing program

Thomas, a longtime industrial marketplace provider that has transitioned from traditional publishing to a digital platform, faced cultural and product challenges around prioritizing UX improvements and resolving internal debates driven by opinion rather than data. A specific pain point was a multi-step company listing form whose conversion performance was uncertain and sparked disagreement among stakeholders.

Thomas adopted an integrated optimization stack—FullStory, Optimizely, Usabilla and UserTesting—to run A/B tests, review session replays, and democratize insights through bi-weekly “game film” reviews. This evidence-driven approach produced a 33% lift in company listing submissions, helped Thomas run 2–3 tests per week, and contributed to a 94% increase in overall conversions while keeping the full user experience top-of-mind.

ThomasNet

Julian Gaviria

Director of User Experience