Results
Some of my past results and how I achieved them
Taloflow: Boosting conversions from 3.2% to 7.2%
Taloflow’s tool helps developers choose the ideal cloud management system.
Their old page emphasized finding the option with the best potential cost savings, but it became apparent that this wasn’t the main motivation
So, I reworked the page to talk about how it assesses their needs based their specific priorities. The hero section in particular listed out three priorities that users typically have when choosing a tool, to show that Taloflow to those needs, leading to a more relevant CTA of Find Your Best Fit.
As a result their conversion rate from Google Ad traffic jumped from 3.2% to 7.2%
VMWare: Doubling demo requests
VMWare were having issues advertising their cloud monitoring product. The old page was only bringing in a small amount of weak leads.
I shifted the focus of the page to drill into how Wavefront is a better match for enterprises, discussing the specific headaches prospects likely have with their current cheaper option.
This meant drawing out details such as handling high data rates, reducing false alerts that otherwise drive DevOps mad and setting granular access controls.
The result was a roughly 2x lift in conversions.
FastRuby: closing sales at 12x the price
FastRuby are Rails upgrade specialists. Their opening offer is The Roadmap, an audit detailing the work required.
Their old page was struggling to communicate the value, with prospects not understanding why it cost $1,000.
I reworked the page to highlight the amount of manual work involved and the level of detail generated, showing that it’s not a generic top level report.
As a result they wen from infrequent sales at $1k each to successfully selling audits for $12k each
Examples from other client types
I have also worked with clients in other industries, so here are other examples:
ReferralRock: Taking conversions from 4% to 10%
ReferralRock had offer a referral management tool for boosting and rewarding word of mouth sales. They had a popular blog, where a popup too visitors to a sales page.
The issue was that the blog was about general marketing topics, not specifically word of mouth. That means the sales page was jumping ahead by explaining why they’re the best way to manage referrals.
Instead, I rewrote it to take a step back. The new page first explains why word of mouth is worth encouraging, before detailing the advantages of having a referral program in general then finally discussing ReferralRock as a specific option.
The result was that the more gentle approach boosted conversions from 4% to 10%
CGS: From a sale every couple weeks to every few days
Classical Guitar Shed offer a premium guitar course, sold through a longform page.
They were having trouble with complaints about the cost, since they were already receiving free standalone lessons through the email subscription.
The new page went into detail about standalone lessons vs structured course, while also building up the perceived value. Despite the increased length (a total of 3,500 words), the sales jumped up.
The result was a shift from having a signup every couple of weeks to getting one every few days.
