Case studies
Facit: 9.45% lift in free trial signups
Facit was planning a rebranding and a website redesign and was looking for specialists to help create a modern, converting website aligned with SEO best practices.
As a part of the group working together on messaging, copy, web design and SEO, I helped Facit achieve a 9.45% lift in free trial signups for the PLG product plus improve their search ranking and brand authority by expanding their website and optimizing it for organic search.
“Sam guided us through the entire process right from the outset of the project with milestones and outcomes. We were informed of the next stages, very well in advance in order to keep the process going. No delays in meeting the deadlines.
The best part was that the entire process and the resulting copy made complete sense and resonated with our goals and ambitions as a business. It was like Sam has been a part of our team for a very long time!”
16% lift in free trial signups from a blog
For What is click fraud, the goal of the blog post update was to bring in more organic visitors and convert them to prospects.
After the update, both traffic volume and the time on page increased over the testing period, and the page got a 16% lift in free trial conversions from organic traffic landing on the page.
“I was particularly impressed by the thoroughness of research and her sleuthing. Coordinating the assets to make the project successful was a huge bonus, too. Ekaterina seamlessly integrated herself into the team, and followed up with other contractors and team members.”
25% conversion rate for an accelertor launch sales sequence
Christina Marie Noel, a marketing & strategy consultant, was getting ready to launch the first run of her first accelerator program, The Figure Your Sh*t Out (FYSO) accelerator.
I helped her optimize her launch collateral, from updating the sales page to landing pages to emails. 50% of the lead magnet nurturing sequence opted into the sales sequence and at the end of the launch, 25% of the sales sequence opt-ins participated in the accelerator.
“If you’re hoping to build a sales funnel, Ekaterina does an excellent job strategizing how to build an effective email sequence.
She is data-driven, thorough, and holds you accountable throughout the process. Overall, Ekaterina helped me feel more confident that I had a solid strategic plan.”
Research-based messaging to drive effective lead gen
As the HackEDU marketing team was getting ready to update the website and marketing collateral, they realized that existing sales & marketing messaging was inconsistent and based on team members’ perception of ICPs’ pain points and priorities, rather than customers’ JTBD.
Getting to know ICPs — and learning more about their journey from prospect to buyer — helped create a shared understanding across teams, a data-based foundation for HackEDU’s growth and a blueprint for website updates.
“I think the understanding we gained about our buyers and what motivates them to buy was incredibly enlightening and debunked internal myths. Working with Ekaterina has given us the data to back up the changes we need to make to our messaging to drive effective lead gen.”
Product idea validation through a fake-door test
The global pandemic prompted Participate Learning to think about what virtual offerings could complement their existing programs. Together, we tested possible product ideas through fake door funnels.
Once the ads were launched, we were able to track conversion and click-through rates, as well as monitor ad performance and identify the winning ideas and funnels. The winning variation had a 3x higher conversion rate than the industry average.
“Throughout our project together Ekaterina constantly pushed us to better understand our potential customers. Instead of just relying on page views/downloads and that sort of data, Ekaterina was determined to get our team to see beyond our assumptions, running a reality check on them at every step. This was one of the most valuable lessons we learned from her.”
“Don’t sleep on working with Ekaterina Howard. They love customer research, are METICULOUS in their approach, and have that 6th sense you look for in a contractor.
I hired Ekaterina to conduct customer research for a Series A SaaS company. I provided a high-level overview of the questions I hoped to answer and it quickly became apparent that this was all she needed to do her thing.
Minimal oversight and an amazing deliverable — what more can you ask for? I still have no idea how she did what she did in 3 half days. Mind blown.”
Josh Garofalo, The SaaS Consultant & Copywriter for 100+ clients such as HubSpot, Wave, and Unbounce
“I needed to find someone I could trust who knew the conversion copywriting process and delivered awesome, research-informed and on-brand copy with a well thought-out and strategic approach.
I knew that Ekaterina knew copy stuff! Super helpful and knowledgeable about the conversion copywriting process, Ekaterina’s work was legit.
Working with Ekaterina is smoother than peanut butter. Insanely responsive (and fast!), kept me updated at all times, and had a super thorough process that left me feeling 100% confident.
Ekaterina is a rare gem who understands research, business, strategy AND messaging. And how they all feed into each other.
Hiring a copywriter is scary, but Ekaterina puts your mind at ease from the first moment. You can kick back safe in the knowledge that she will get sh*t done, and do it well.
I would like to have her all to myself, but if you insist on hiring her it will be one of the best business decisions you make.”
“I was taking on big research and content strategy projects on a short timeline and needed to help clients make the connection between research and next steps changes to their business.
From our initial conversations with Ekaterina it became very evident that she cared a lot about doing deep, good work. We worked together on adding email and website copy optimization recommendations to buyer enablement content strategy for a client. Working with Ekaterina was confidence-inspiring and the content of her work is excellent.
Ekaterina is thorough, systematic, asks good questions, does what she says she will do when she says she will do it, is lovely to work with and also willing to give a little more than was included…which I appreciate and I know the client does too.
Would recommend working with her 100%!!”
“Challengingly delightful and very insightful.
We’ve narrowed down on a customer segment that we really want to go after and needed a copywriter to help us speak to our new segment in a fun way.
People often need to look for external help like copywriters because there’s usually a skill gap within the company.
It’s only productive to find someone who is not afraid to take the lead. Ekaterina is not afraid to ask hard questions and even role-play the “mean customer.”
I had to be very prescriptive with other copywriters and I thought that was the standard. But Ekaterina was able to make suggestions and take the lead which made life so much easier for us.
Working with Ekaterina has also helped us highlight internal gaps, and this is a very positive thing – it’s better to catch them now than later.”
“When Ekaterina reached out, I didn’t even look at other freelancers. Although we haven’t used freelancers much, this was definitely worth it. Working with Ekaterina was very easy — she took responsibility for the whole process. Working with her saved me a lot of time and allowed us to meet our deadlines.
Ekaterina is very competent and gets the job done to a high standard.”
“I needed help auditing a website with a focus on data and reading Hotjar, and remembered that Ekaterina loved doing the data part of audits. I reached out, and the client was very happy, they especially loved the ideas for their pricing page. Would absolutely recommend for anyone who needs an audit with a focus on the user’s behavior on the page.”
“I know I can count on Ekaterina to go above and beyond to ensure that the work is as perfect as possible.
Ekaterina doesn’t just deliver copy. We also get:
- in-depth ICP notes
- onboarding summary
- super clear looms and docs that my entire fulfillment team can look over and apply to their work with the client.
Basically Ekaterina’s work has become the base of our campaigns. We can always go back to the copy doc to better understand the ICP and decide on changes from there.
One of our clients booked 3 meetings in the first week of emails going out, other clients booked calls with decision-makers at Series H and publicly traded companies.”
“Warmly has a big launch coming up, and Ekaterina helped us create good content to publish during the launch! She’s easy to work with, communicative, proactive, and understands the busyness of a founder.”
“We needed someone who was process-oriented to help us think through testing our product idea. Testing an idea on the market is a process full of ambiguity and can be quite confusing. I knew that Ekaterina would be able to help us break it down into manageable chunks and guide us through this maze, without letting us lose sight of our goals.
What I most appreciate about Ekaterina is how many questions she asks, not only at the beginning of our relationship, but also throughout. This made our team feel like she really cared to learn about our business, our idea, and us as a team, before she made any recommendations.
Her openness, curiosity, and desire to deeply understand our work led to a feeling of mutual trust, which was essential to the success of our project.
The biggest impact has been in how much our team progressed in our thinking around new product testing.
Throughout our project together Ekaterina constantly pushed us to better understand our potential customers. Instead of just relying on page views/downloads and that sort of data, Ekaterina was determined to get our team to see beyond our assumptions, running a reality check on them at every step. This was one of the most valuable lessons we learned from her.”
“I was looking for someone available to help with interviews for a project and with the skillset required to interview well. I’d describe working with Ekaterina as seamless, easy, and professional. The best part of working with Ekaterina was not having to worry at all about the quality of the interviews!”
“We needed a neutral third party to validate messaging for our website update, and I knew that Ekaterina gets stuff done from our work together for AMA Triangle. Observations made by Ekaterina triangulated with our internal interviews, and we got the information we were hoping for.
Ekaterina fit in nicely as a virtual extension for the project, used our tool stack to do the outreach and the interview analysis, and did what she said she would.”
“We were spending money on social ads that drove to the same general webpage and needed help developing lead gen pages to support ads.
Ekaterina turned everything (and more) around quickly, and delivered lead generation copy that felt strategic and on-brand.
From setting clear expectations to providing value beyond the specific ask, I really enjoyed working with Ekaterina and will certainly recommend Ekaterina to folks that ask me for copy help.”