In the early days of scaling Voices.com, we faced a universal challenge: turning interest into action. Our platform—an online marketplace connecting voice talent with businesses—was gaining traction, yet our conversion rate was stuck below 5%. We knew we were onto something powerful, but something was broken in the customer journey.
In 2009, we partnered with Conversion Rate Experts to fundamentally rethink how users experienced our platform. The result? A staggering 400% increase in conversions, moving from under 5% to over 22%.
Looking back, the most valuable lesson wasn’t in the flashy metrics—it was in the mindset shift. We stopped making assumptions and started listening to the data, the users, and our own overlooked assets.
The Detective Work That Unlocked Growth
Every successful optimization begins with discovery. I was fully immersed in this phase—what our partners at Conversion Rate Experts called “detective work,” and what we affectionately referred to as “dumpster diving for gold.” We reviewed every facet of our digital presence. My team and I poured over analytics, conducted 500+ visitor surveys, and deeply analyzed competitor positioning.
We also looked inward. I personally participated in interviews to surface what we called our “persuasion assets”—credible, differentiating proof points that could build trust and sway undecided visitors. It turned out, we had been sitting on a goldmine of social proof: household-name clients like Microsoft, Comcast, and The History Channel. Yet, these assets were buried—hidden in pages no one read.
What We Changed—and Why It Worked
While we ultimately ran eleven experiments across five key stages of the conversion funnel, four core improvements made the most immediate difference:
1. Show, Don’t Just Tell: Proof Matters
We added recognizable logos of our biggest clients directly on our homepage. This wasn’t just about name-dropping; it was about transferring trust. When prospective clients saw that global brands trusted us, it signaled credibility instantly.
2. One Website, Two Journeys
We had two distinct audiences: voice talent and voice seekers. Originally, both were funneled through the same experience—causing confusion and drop-off. By immediately segmenting users based on their intention, we doubled clarity and halved friction.
3. People Don’t Buy What They Don’t Understand
Voice-over services can be abstract for first-time buyers. We solved this by introducing clear, concise demo videos—both product walkthroughs and real voice talent examples. Prospects could finally see how the service worked before committing.
4. Finding Leverage Points in the Funnel
After we raised the conversion rate of our front-end funnel, we zoomed out. Where else could we accelerate growth? We discovered a largely untapped opportunity in email marketing and created targeted campaigns that increased customer lifetime value significantly.
From Experimentation to Execution
These weren’t speculative changes—they were methodical. We used A/B testing tools like Google Website Optimizer, heatmapping with Crazy Egg, and real-time feedback via UserTesting.com. Survey data became our compass, and every win was quantified.
One unexpected success? We had previously been a client of our own platform. Years earlier, we used a Voices.com voice talent to record an auto-play audio message that lifted conversions for another business. That “aha” moment reminded us: we were not only sellers—we were users too. That insight shaped the tone of our messaging and humanized our value proposition.
Key Takeaways for Founders and Growth Leaders
This journey taught me that growth isn’t about tactics; it’s about systems thinking. Here’s what I’d tell any founder looking to dramatically increase conversion:
- Data is your ally. Before making changes, understand user intent and objections.
- Clarity converts. Don’t assume users understand your offering—show them.
- Segment smartly. If different visitors have different goals, guide them down different paths.
- Leverage your assets. Social proof, case studies, even client logos—put them front and center.
- Optimize the full journey. Conversion doesn’t end at sign-up; it’s just the beginning.
Ultimately, our 400% gain wasn’t magic. It was methodical. And it was possible because we aligned curiosity with courage—curiosity to dig deeper, and courage to challenge our assumptions.
Today, Voices.com serves millions of users worldwide. But that inflection point in 2009 was one of the most pivotal moments in our growth story. We turned insights into action—and action into exponential results.