Post

MeetEdgar had content, SEO, ads, events. All of it running well. However, new revenue was flat. They changed three pages of their website and free signups rose 89%. Claire Suellentrop on why more traffic is the wrong fix 🧵

Why: → 16x more direct competitors than ten years ago → CAC up nearly 200% in saturated categories like martech More top-of-funnel spend costs more and returns less. If your positioning is off, none of it converts.

MeetEdgar's customer research turned up two groups: → businesses trying social for the first time → businesses already winning on social who needed automation The second group churned far less, but their marketing had been built for the first.

Autobooks called itself "all-in-one finance management." Customers came for one thing: getting paid straight into their bank account. They made that the only thing the messaging led with, which led to: → 300% more usage of that feature → 65% more small business signups