This research framework helped HubSpot to increase the site’s overall conversion rate by 100%…

When you are in the market for a while:
1. Your business evolves.
2. Multiple people write copy for your website.
3. This creates an inconsistent voice across your site.

In other words your copy gets outdated.

HubSpot had exactly the same issue.

After they applied this research framework and changed their copy, they saw increase in conversions by nearly 100%.
When, for several years, you fought for 0.1% improvements, and suddenly see a 100% improvement – it’s huge!

Here’s the framework they followed:

1. Internal Interviews

1.1. The product team described how the product was in the past, how it evolved, so they could write about the product as it is now.

1.2. The sales team shared the most successful ways of overcoming objections and answering questions.

1.3. The support team shared the recurring questions and frustrations expressed by leads.

2. Customer Interviews.

They divided their audience into 3 types:

2.1. Active (for over 3 months) – were asked about their pain points, priorities and benefits they realised.

2.2. Leads – uncovered frustrations with the existing website and the obstacles they’re facing.

2.3. Dead Accounts – helped understand what went wrong and how they could mitigate those problems.

3. They captured customer’s challenges, fears and desires in their own words.
3.1. They used those same words in their headlines, body copy, and calls-to-action.

Results:
+27% in total volume of product signups.
+35% in total volume of demo requests.
+100% in the site’s overall conversion rate with the new “Get Started” flow.

Source: blog.hubspot.com/marketing/customer-driven-copy-conversions