Georgiana Laudi: recommendation

Transcript context

…One is, can you talk about some of the impact that you've seen working with companies through the process that you've come up with? What kind of impact have you seen? What kind of numbers have you seen? I would say, far in a way the biggest, most immediate impact of the type of work that we do is realigning with that ideal customer. Generally, the lowest hanging fruit outcome is realigning around better positioning and messaging. And identifying more resonant positioning and messaging that speaks to that context that I was talking about before, before people discover that you even exist, have that moment where they're like, "Oh my god, this has to change. This sucks," ties that in, ties in what they care about and what is valuable about your product and then also that desired outcome. I mean, for those in the know, jobs to be done is a big sort of influence here, but if you can identify that type of information about your customers and get to know them at that level, then you are in a way better position to be able to not only position your product but also use much more powerful messaging. So typically, what we do is, we'll identify those gaps of almost, I mean I shouldn't even say nine times out of 10, 99 times out of a hundred, a company's website is not doing as much as it could do. It's not being as effective from a messaging and positioning standpoint as it could. So websites tend to get update. We will do a lot of overhauls on messaging on a website and improve performance there. One of my favorite examples of that is a social media tool that we worked with where we did really very simple research for them, honestly, identified two different jobs to be done, zeroed in on one of them, and then updated the messaging on the website. We shortened the trial from 30 days to seven. The conversion on the website went up with this new messaging by 89%. But the thing that I love the most about that particular story is that we didn't even touch anything after the signup experience. We hadn't even gotten there and the trial-to-paid conversion rate increased 40%, and we didn't touch it. It was just because a more qualified, better fit customer was coming through the door. So there was more of them and there were better qualified. So that's a really specific example that is very typical of this type of work. There's other examples, though, of product adoption and using that messaging and positioning past the website, even in the product onboarding itself, email and app, whatever, and just making sure that they're getting to and have the calms to get to the parts of the product that they care about the most, which can increase trial-to-paid or product activation. With Autobooks, the product usage of the North Star product usage jumped by 300% or something within quite a short period of time after rolling out email onboarding to support that product experience. I know SparkToro as well, which I think we might end up talking about again when we talk about the process, they doubled their trial-to-paid conversion rate when we worked with them because of post acquisition optimization to their messaging. I imagine people are listening to this and they're like, "This is what I'm waiting for, some kind of huge win, some huge conversion, a success." I'm curious, how often do you find companies have something like this, like a latent opportunity to double, triple conversion? Everyone's hoping a conversion like this.…

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