Hendrik: Hello to Israel! Tell us a bit about yourself, Talia!
Talia: I do Conversion Optimization and help high-growth companies optimize their websites and funnels. We do A/B testing and essentially help them optimize their websites and landing pages through emotion, persuasion and psychology.
And we’re so privileged right now, having food and a house and everything – but gosh, I have a three year old at home and I’m going NUTS!
Hendrik: Let’s start right there! You said high growth companies. What is your typical customer? How do you define that?
Talia: A high growth company is a company with lots of traffic, and is seeing a minimum of 200 to 300 conversions a month. We’re talking about the same conversions – downloads, sales, you name it. You have a marketing team, not necessarily a big one, and you’re working actively to optimize.
You’re not at the point where you’re just trying to drive traffic or figure things out – you are actually seeing results, you have numbers, and now you need to optimize them. That’s out sweet spot. Then we are the partner to grow and optimize everything.
Hendrik: That means you don’t explain what to do, but you come in when the infrastructure is already working?
Talia: We run really in-depth research, qualitative and quantitative. We look at the data and the user behavior, and try to identify opportunities. But we also do strategic research. Polls, surveys, interviews… and to do that effectively, your company needs to be in the right state. Maybe they’ve tried A/B testing and didn’t get the results they were looking for. Maybe they got some results and don’t know how to scale them. That’s where we come in and provide value to help them get more insights into their customers. Who is the person behind their screen? What emotions should they be using? What are psychological triggers, copy, design? And on the other hand, get meaningful results. Because if you have less than those 200, 300 results a month, you won’t really get statistically significant results after months. We try to work on something that can provide immediate value, so we can reiterate and optimize fast.
Hendrik: You just mentioned quantitative and qualitative research. I started doing a lot of surveys for ourselves recently. How do you approach surveys? Do you do it on the webpage? Or do you do it after the conversion via email? Or in a chat window?
Talia: What surveys are you running right now?
Hendrik: One example: We sent a survey to all our Growth Europe participants, to ask them about their needs for a community. About 60% mentioned that they would prefer a Linkedin community!
Talia: Love this. We generally do both. Offline and online surveys, and when it comes to website visitors, we’re trying to find out what they’re struggling with. What are they feeling? What have they tried so far that isn’t working? When it comes to the customer base, we try to figure out what is the actual value that we drive?
What we founds out is that when you ask the customers things like „Why did you sign up?“, most people will just list the pricing or some benefits. But we are searching for something more meaningful, which is why we ask different kinds of questions. One question that we love to ask is: „If you could no longer use this solution, what would you miss the most?“ So we’re essentially creating the fear of losing the solution altogether. We did this for many B2B companies to find out the value of the software that they’re providing. It often turns out that these things are then things they had never even thought about.
What we also love to ask is „what is the number one thing you’d mention to a friend if you’d ask them to try our solution?“. Because what you get is a testimonial with their genuine words. These are my two favorite questions, and I think everyone should be asking them!