At CXL - an elearning company I founded - we have 60+ pages with long-form sales copy: one for each course we offer (+ tons of other landing pages). Those pages get SEO and PPC traffic.
How well those pages convert is critical for ROAS, and our unit economics in general. In order to make the machine better and grow the business faster, I needed to increase the conversion rate of those pages.
Since they're copy-heavy, the lever is improving the copy. But what's wrong with my messaging? What do I improve?
Those were the questions I asked back in 2019.
I had little to no data on it.
Web analytics or heat maps couldn't tell me if or how my messaging is falling short, and why. To improve the messaging on our pages, I needed to first understand what the problems were. You can only improve something if you know what needs improvement.
I started to look for a tool to help me with this.
I asked everyone.
Nobody knew about such a tool, but I did learn that most everyone had the same issue. A lot of messaging and copy, but no data on how to improve it.
Realizing what a huge unsolved issue this is, I decided to solve it myself.
Founder and CEO
Former champion of optimization and experimentation turned business builder.
Location: Austin, TX.
Dragan is a seasoned product manager who successfully launched products in various industries. He has a strong background in user research, UX design, and data analytics.
Associate Product Manager
Grete is our Jill of all trades. She keeps our engine running, customers happy, and systems working.
Anni is leading our efforts to build the world's greatest B2B research panel.
Karl is extremely passionate about branding and growth marketing. He works to spread the good work about effective messaging and why all companies should be doing message testing.