Mata Labs was engaged to help position a new SAAS client in the Edtech AI space.
Client
Our client is a startup operating in the AI space. They recently transitioned from a language learning academy to a language API strategy.
This change required them to rethink their messaging to ensure it was relevant to their specific audience.
- As part of this project, they developed their homepage messaging with Mata and increased conversions by up to 33%, which led them to embed homepage messaging as a vital part of their marketing operations.
Problem
Transitioning Messaging to a New Audience
Vambo Academy had conquered predictable growth in the Edtech space, but addressing a new audience presented a whole new ball game. Their successful campaigns weren’t enough – a strategic evolution was needed to propel the company to the next level.
Solution: Including a homepage positioning strategy with Mata
Vambo’s novel strategy of directing traffic to core pages for demand generation couldn’t be accurately measured with traditional conversion tools. Evaluating content effectiveness demanded a nuanced approach beyond form submissions.
They needed to understand if their messaging and positioning resonated truly, not just converted. So, they set their sights on a homepage rebrand and qualitative insights to gauge if their “voice” was being heard.
"We got clarity and direction on our positioning strategy."
Mata proved a two-sided coin for their research. It either gave Chido and the team the green light for their existing ideas, boosting confidence, or it opened unexpected doors, revealing promising new directions to explore.
The Process with Vambo
- Competitor analysis
- Deep dive into the startup features, benefits and capabilities
- Customer painpoints
- Customer profile mapping
- Features, benefits and capabilities mapping
- Value proposition analysis
Optimizing Relentlessly
Chido, excited about their game-changing workshops, explains, “We treat every key page like a unique project, using our Mata workshops to gather ICP feedback, features and benefits focus and then optimizing relentlessly. Our demo and home pages saw conversion surges of 33% and +-30.2– talk about a game changer.”
Result:
higher conversion rates and a more efficient workflow
“This is a game changer for me – it’s easy to measure results and implement the feedback from Mata workshops across our entire content strategy.”