How Moz Used Customer Interviews to Double Conversions

In 2009, Moz implemented the following strategy to double landing page conversion rates:

  1. Split their audience into three groups: customers, churned customers, and blog subscribers.
  2. Conducted phone interviews with 20 people from each group. The interviews were an opportunity to explore the roles, challenges, and objections of each group.
  3. Moz used the interviews the create customer personas.
  4. They created a long landing page targeting this persona (professional web marketer). The landing page converted at twice the normal rate.

Here’s a snapshot of the redesigned page vs the original.

Effective marketing covers the basics. You can check out this article, dated but still insightful, for more information.

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