Task: to refine the positioning and website content to increase the average transaction value and overall revenue.
Solution: I restructured the website and revamped the tone of voice (ToV) to create a more conversational experience, aligning it with the founders' style to reflect the actual client interaction. The content was made more precise and understandable by eliminating generic, popular phrases, ensuring that information was clear and direct.
Results:
— Monthly Average Revenue: Increased by 2.3 times
— Average Revenue Per User: Increased by 1.6 times
— Lost Leads: Decreased by 8%.
Solution: I restructured the website and revamped the tone of voice (ToV) to create a more conversational experience, aligning it with the founders' style to reflect the actual client interaction. The content was made more precise and understandable by eliminating generic, popular phrases, ensuring that information was clear and direct.
Results:
— Monthly Average Revenue: Increased by 2.3 times
— Average Revenue Per User: Increased by 1.6 times
— Lost Leads: Decreased by 8%.
What and Why Did I Do:
1. Analyzed the Founders:
There are many personal communications between the founders and clients, so it’s important to keep the tone of voice and business style very similar to the real founders’.
2. Analyzed Target Audience Communication Style:
The business is in Israel, and there are local nuances in communication, timing for deal closures, signs of professionalism, and taboos. I discovered these and integrated them into the messaging.
3. Analyzed Target Audience Pain Points:
Usually, similar companies write about unique furniture and innovative technologies, but in reality, on average, all the technologies are similar. So I researched what exactly people care about and was very honest with clients.
4. Changed Website Structure:
I used The Hero’s Journey framework to map the customer journey through the website and ordered the website parts according to the Hero's journey: from not knowing the company, through challenges, to finding a mentor and solving their problems.
5. Made CTAs Very Specific:
I removed generic CTAs like “Submit a request” and offered users specific, contextually appropriate actions at each point.
6. Broke Several Common Practices:
— Added anecdotes to establish rapport.
— Moved photos of completed kitchens to the end of the site and honestly stated that photography is not their strong suit.
— Minimized the amount of information.
Results:
— Monthly Average Revenue: Increased by 2.3 times
— Average Revenue Per User (ARPU): Increased by 1.6 times, from $8,800 to $14,700
— Lost Leads: Decreased by 8% (noteworthy considering the escalation of conflict in Israel, which caused industry-wide sales freezes)
1. Analyzed the Founders:
There are many personal communications between the founders and clients, so it’s important to keep the tone of voice and business style very similar to the real founders’.
2. Analyzed Target Audience Communication Style:
The business is in Israel, and there are local nuances in communication, timing for deal closures, signs of professionalism, and taboos. I discovered these and integrated them into the messaging.
3. Analyzed Target Audience Pain Points:
Usually, similar companies write about unique furniture and innovative technologies, but in reality, on average, all the technologies are similar. So I researched what exactly people care about and was very honest with clients.
4. Changed Website Structure:
I used The Hero’s Journey framework to map the customer journey through the website and ordered the website parts according to the Hero's journey: from not knowing the company, through challenges, to finding a mentor and solving their problems.
5. Made CTAs Very Specific:
I removed generic CTAs like “Submit a request” and offered users specific, contextually appropriate actions at each point.
6. Broke Several Common Practices:
— Added anecdotes to establish rapport.
— Moved photos of completed kitchens to the end of the site and honestly stated that photography is not their strong suit.
— Minimized the amount of information.
Results:
— Monthly Average Revenue: Increased by 2.3 times
— Average Revenue Per User (ARPU): Increased by 1.6 times, from $8,800 to $14,700
— Lost Leads: Decreased by 8% (noteworthy considering the escalation of conflict in Israel, which caused industry-wide sales freezes)
Important note: I don't speak Hebrew and translate texts using ChatGPT, but the proofreading is on the client's side.