Amplitude Analytics is a disruptive product intelligence solution for digital products. Amplitude helps over 30,000 companies improve user engagement, user retention, and product adoption. They’re growing like crazy and it’s because their team takes risks and moves fast.
Marcus Akerland is a Senior Performance Marketing Manager who is taking lead on accelerating Amplitude’s already phenomenal growth. What’s his secret? Transforming the user acquisition experience from generic best to relevant and curated. He’s been in the game for over 6 years, try to keep up.
I was hired to come in here and really supercharge our lead gen program. The lowest hanging fruit is to improve the conversion rate on the traffic we're already getting. [Marketing] is a nimble team that's working to mature ourselves as an org within the company. And a great way to do that has been to launch things as quickly as possible.
With Mutiny, we've been able to increase our overall sitewide conversion rate by 40%.
For Amplitude, personalization is really important. We have such a broad base of customers. If we're targeting a Fortune 500 company and a 10 person startup with the same messaging on our website it's not going to resonate. Since we do focus so heavily on digital products, we naturally capture a lot of interest from early stage growth startups who understand the importance of improving their digital product.
However, if we have a Fortune 500 company visit our website and all they see are solutions for small startups with small user bases, they're not going to think that Amplitude is a solution that can be for them. But if they come to our website and they're seeing case studies about how Burger King was able to drive an increase in store visits using a digital product, a company that's been around for decades, that's going to resonate more with companies of that size.
That's really where personalization comes into play for Amplitude. Since we do provide a solution that works for so many different companies...how can we get our prospects to that ‘Aha’ moment as quickly as possible on our site where they get to our website and they say, 'Okay, Amplitude is the solution for me' as opposed to 'Amplitude is a solution for enterprise companies' or 'Oh, Amplitude is a solution for startups.' No, we want to make sure that when folks come to the Amplitude page, we give them the value prop for them specifically upfront as soon as possible.
We go after a lot of companies that are different sizes and not all companies have the buying power to purchase Amplitude right away. So we like to be a solution that grows with companies. But if you're an enterprise company, you know, we don't want you to start on a free plan. If you can afford Amplitude, we want you to pay for Amplitude. If you can't afford Amplitude yet, we still want you to leverage Amplitude. And hopefully as you grow as a business, you'll grow for us as a customer. So when these enterprise companies came to our website, rather than driving them to our sign up for a free account call to action, we drove them to a schedule-a-demo call to action. These personalizations improved our lead conversion rate by 30%.
We understood that we needed to really increase our amount of inbound leads to make sure that our sales team is supported and we're driving meetings for them at their priority accounts.
If I'm talking to five different accounts, all in different industries, all different company sizes, I want the end user experience for each of those companies to feel like it's a 1:1 conversation. However, as a marketer with a target account list that's above five figures, it’s obviously not feasible to have 1:1 conversations with folks at each of those accounts. So by leveraging Mutiny, we're really able to make that 1:many campaign feel like a 1:1 conversation for the end user.
Folks start to appreciate the personalization when you experience it, because you notice, 'Hey, I'm a target customer for this account, which means their solution is very likely to work for me. If they're actively pursuing me, then this is really going to work for me.' That allows for our SDR team to have more personalized conversations right off the bat. And it allows them to gear their initial conversation to a specific use case for that customer.
Our most recent experiment is an industry based logo campaign we're implementing throughout the buyer journey on our paid landing page, our pricing page, our contact us page. These are our really high intent pages that drive a significant portion of our business. By implementing the industry based logo personalization, we've seen a 54% increase from these experiments - so extremely strong.
When you're a company like Amplitude, that's still growing, you don't have an unlimited budget. These kinds of changes really help folks like me blow their OKRs out of the water. In order to see a 54% increase in leads from Google ads, for example, it's going to cost you several thousand dollars at least. By implementing Mutiny, you're really able to drive increases across your website without having to pay for additional traffic on traditional ad platforms.
The strategy I've been employing is leveraging Mutiny to really optimize our conversion rates. And then once we feel like we're in a really good place with our personalizations, unlock the floodgates to drive more traffic to our website from those target accounts, knowing that once they get to our website, the experience is gonna be really clean for them.
It's not as much of a ‘nice to have’ as it is one of those tools that's going to have an impact across all of the motions that you're doing. It's not only going to impact your ad campaigns, it's going to impact your sales team's outreach. It's going to impact your marketing team, email outreach. It's going to improve your site conversion. There's really an endless number of projects that performance marketers work on that Mutiny is able to help improve.
Folks from all over the company start to hear, 'What's this Mutiny? We see this in our tech stack, what does this do?' And we show people and they’re really blown away with how simple it is to use, but how powerful it is on the back end. That's not something that's easy to do-- have a tool that someone like me who has no technical background can really easily use and implement on websites, but also comes out clean on the other side for end users.
The way I would frame Mutiny to fellow marketers who are really looking to supercharge their acquisition and demand gen efforts is -- it's just an extremely easy to use tool that fits right over your existing stack. It's really the tide that's gonna lift all of your boats from your various campaigns. You're spending money on all of these different ad platforms. You have all of these various trackers and attribution tools set up. It can be really daunting to want to implement more technologies into your stack, but Mutiny really blends and integrates seamlessly with all of the tools you're already using.
It makes it really easy for someone without any technical experience to personalize any page on their website, any experience for their customers, and improve their conversion rate. That's gonna be top of mind for every single performance marketer out there. And Mutiny really makes it easy to do that at scale without having to code anything, without having to bug your dev team to implement things. You can really be a one person shop and test, iterate, launch, all on your own. So it really allows you to be flexible, move fast, and iterate quickly.