Branding
As part of our Engineering as Marketing strategy, we developed a series of free tools to quickly, easily, and cost-free solve pain points for our target audience, entrepreneurs. This strategy aimed to capture users and leads through an engaging and seamless user experience involving a form integrated within the user flow.
Our primary tool, the Business Name Generator, was a significant source of traffic. However, it had a few areas needing improvement:
- Despite high traffic volume, the conversion rate for users, leads, and ultimately customers had plateaued.
- The tool generated simple results by combining the user’s keyword with another from a segmented list, which limited the options for creative and unique names.
Upon conducting an opportunity analysis, we identified the tool's potential to improve its conversion rate by enhancing its features and the quality of the results it provided. We carried out a benchmark and cost-benefit analysis, recognizing the potential of leveraging the AI boom. The decision was made to incorporate AI as a feature within the name generator.
To validate the enhancements, we implemented A/B testing, which confirmed the improvements in conversion rates. Our go-to-market strategy was meticulously planned for the re-launch of the upgraded product feature.
By the end of the trial period, the AI implementation not only kept us competitive and maintained our top positions on the Search Engine Results Page but also improved the average time on page. More importantly, it tripled the conversion rate to payment, all while remaining well below the average Customer Acquisition Cost.
The most significant benefit of incorporating the AI feature was providing entrepreneurs with a superior solution to their problem. The AI-powered tool delivered more creative and specific brand names, thereby better serving their needs.