Speaking Your Customer’s Language: How Figgy Grew Conversions by 33%
Figgy boosted conversions by 33% by aligning their product language with how customers actually search. Learn how customer surveys and a single word change unlocked massive revenue growth.
We want the same thing for all of our clients: to dramatically increase their conversion rates. And with that change, to multiply the revenue they earn from their existing marketing efforts. More bang for their buck.
With our client Figgy, maker of exceptional play couches, boosting their conversion rate by 33% came down to straightforward changes made possibly only by a deep understanding of their customer.
We’ve already shared how changing six words on their homepage helped accelerate this exceptional revenue growth.
The same customer surveys that powered those changes helped us understand how Figgy in one sense was speaking a different language from their customers and what this was costing them.
Many Figgy buyers wanted to expand their play couches. They searched Figgy’s website and product detail pages with terms that reflected that spirit of expansion: Expansion Packs. Maybe an Expansion Set.
But our client didn’t sell Expansion Packs.
They sold exactly what their customers were looking for. But they didn’t call them Expansion Packs. They called them Add-Ons.
If their customers had searched for Add-Ons, they would have found everything they wanted: the extra cushions and pillows they were looking for to expand (or, yes, add on to) their play couches.
What I love about this story isn’t precisely that this helped us unlock a huge conversion shift for our client. What I love is that it answered a question they couldn’t solve. Every business owner knows exactly what I’m talking about. You sell something. You believe people want it. But they’re not buying it. Why not?
If you’ve ever tried to sell anything, a product or a service, to anyone, you probably know what that feels like.
"ConversionFlow developed and executed a thoughtful A/B testing plan that took our conversion rate from 0.8% to 1.3% in under a year—a huge win for us. That kind of impact effectively doubled the value of our marketing efforts. On top of their results, the team feels like family—fun, easy to work with, and always going above and beyond. I'd recommend them to anyone looking to break out of the ad spend spiral and start seeing real growth."
I’ve been there myself. The image I have in my mind is of a kid all dressed up and ready to go to the prom. But their date never shows.
I think that analogy holds up.
If you’re getting stood up for the prom, it might be because you didn’t truly understand your date’s needs or how they were communicated to you. When they said “maybe” they’d see you at the prom, you’d envisioned a date. They’d said maybe and meant no.
This kind of confusion happens all the time, both with and without malintention. Sometimes people are just speaking different languages. Sometimes they come from different cultures with varying degrees of comfort with, or antipathy for, straightforward speech (which can be callous) or dreamy poetics (which can obscure meaning).
Sometimes you’re selling Add-Ons, and what your customers want is Expansion Packs.
But what I love is that there’s a solution to this mystery. It can be solved. Just ask your clients what they want, and treat the results with the respect they deserve. People usually tell us what they want, even if sometimes we struggle to hear them.
If you’d like to see gains like the 33% conversion boost we earned for Figgy, we’d love to talk. Reach out here.
