This week on Awkward Silences, Erin and JH chatted with Joel Klettke, who has 6+ years of experience writing killer conversion copy for clients like Hubspot, Scott's Cheap Flights, and WP Engine. His first piece of advice?
All the best copy [is] words you've stolen from the customers themselves.He also stressed the importance of meeting your customers where they are, involving copy from the start of any new project, and structuring your user research so it's easy to pull out the best insights. He walked us through how he used research to make changes at Hubspot that resulted in a 35% increase in demo requests and a 27% increase in inbound call volume. He also outlined how he used chatbot data to help an online divorce startup net an extra 165k in revenue by answering questions their users needed answers to.
Highlights
#147 - UX Research in Healthcare with Nadyne Richmond
#146 - Building a UX Research Team From Scratch with Julian Della Mattia of the180
#145 - Kick-Start Creativity Using Desk Research with Victoria Sakal of Wonder
#144 - The Craft of Sample Sizes with Lauren Stern of WHOOP
#143 - Harnessing AI For Better Insights with George Whitfield of MIT and FindOurView
#142 - Quantifying Research Impact with Ruby Pryor of Rex
#141 - The Chaos Theory of Event Networking with Bryan Dosono of eBay
#140 - Should You Leave Academia? Advice for Researchers with Joe Stubenrauch
#139 - Content Design and the Power of Simple Language with Erica Jorgensen
#138 - Designers as Change Agents with Maria Giudice
#137 - Practical Strategies to Foster Customer Obsession with Prayag Narula, CEO and Co-Founder of Marvin
#136 - Designing Generative AI at Notion with Linus Lee
#135 - How to Influence Stakeholders with Strategic Research with Andrea Amorós, Associate Principal Researcher at ADP
#134 - The End of an Era: A Fond Farewell to JH
#133 - Driving Actionable Decisions from Insights with Pejman Mirza-Babaei, UX Research Consultant
#132 - Unveiling UX Insights with Competitive Research with Rachel Miles, Research Lead at IBM
#131 - Designing Beyond the Product: Systems Thinking with Sheryl Cababa, Chief Strategy Officer at Substantial
#130 - The Art of Great Facilitation for Better Collaboration with Marsha Acker, Founder and CEO of TeamCatapult
#129 - How to Upskill Product Teams in UX Research with Helen Devine, UX Research Manager at The Economist
#128 - The Value of “Scrappy” Research with Varun Murugesan, Co-Founder of Apple and Banana
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