How Twine grew their conversions by 562%

Written by Martin Lucas

Twine is a platform which companies can use to connect with over 220,000 creative professionals so they can source design, music, writing, photography, or pretty much anything under the ‘creative’ lens.

Our success highlight was a 562% increase in paid customers from their landing page conversion, which is also 271% above the industry best practice.

Here is how it we achieved this. Twine asked us to help with their growth strategy which covered three factors:

  1. Social media
  2. Internal needs
  3. Their service and platform

This brief was perfect for us because it recognised that to attract more people (social) and convert more of them to paid clients (service) Twine also needed to look internally and to proactively manage the behaviours of the team. That is the key to behaviour change; you have to look at the inner workings of the business in order to understand what to project out to the marketplace.

Let’s break it down.

Social Media

At the heart of Twine is the creative industry and, as such, they have a lot of design rolling through their platform so their aim is to showcase creatives and find them work. With this in mind, we put together the math of how to showcase the best of the best on Instagram and how to leverage the Instagram algorithm to do so.

Here are some awesome examples from their Twine Logo handle on Instagram:

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What Stuart, their CEO had to say:

“We Increased Instagram growth from 0 to 20,000 followers in 4 months.”

As with all of our work, we used only organic, quality-led strategies. We don’t hunt followers; we engage customers. There is a key difference.

Here is some more creative awesome which shows the range of services Twine is sitting on - it’s a creative goldmine.

Turning Internal Behaviours into External Gains

This begins with our Four Pillars of communication; these are four statements using behavioural science with the ultimate goal being that employees in any role at Twine can use the pillars to keep them on point for the design, the voice, the words they write and processes they create,  and in Twine’s case, also the code you add. We have implemented the Four Pillars to great success many times; the fundamental gain for employees is they can relate to them based on the job each of them does and for the leader that means... well let’s have Stuart tell us:

“Company values are notoriously hard to remember, especially when you have over four. As a result they aren’t used. This is why the four pillars that Martin introduced are an excellent way to guide the team into making the right decision. When I’m away, I know there is a good structure for everyone in the team to make the same decision I would make.”

For context, a word like ‘care’ as a value has no correlation to an employee’s day-to-day activity; it’s vapourware as no employee can relate to it. Pillars are like a guide, like rules, and all done with positive psychology and implemented with behavioural science.

Platform Growth

We love working on platforms, whether it’s user experience, SaaS, conversation optimisation, onboarding, email campaigns, or webinars, it’s all gravy to us as our focus is always the potential human interaction, not just the technology being used. Tech is immaterial unless you understand the specific desires and needs of the human, who is of course the potential or existing customer.

Stuart will explain more about how this manifested itself:

“The conversion rate of companies hiring creatives on Twine was not high enough. By taking a step back, focusing on the user and "what they feel" at that point in time, gave us a very different outlook on what we could do to improve our conversion rates.”

Emotional Intelligence is how we humans think, how we feel and what drives us to engage (or not) with everything in life. When it comes to landing pages, you can really get into the nuts and bolts of feelings based on the buying stage the human is at when they come to your page.

That’s what we did and here is what happened:

“We implemented Martin's suggestions to segment our users into three buckets:

1. People who are unsure on what they want and where to get it

2. People who know what they want but don't know where to get it

3. People who know what they want and where they can get it

We repositioned our landing pages around these three buckets of users, depending on what channel they entered the site from.

Our conversion rate from 0.81% to 4.5%! Is that 562%?!”

Here is an example of a landing page for Graphic Designers which is, in turn, adapted based on the SEO and thus buying stage of the prospect. This is called assumptive data as a metric of proof in the statistical world otherwise known as data science.

This is brilliantly positive and, as Stuart suggested, we broke it down based on the feelings and buying stages of the prospective customer. We then took this a step further to ensure all their communications factored this in:

“Emotional intelligence we now use in our communication on all touch points of Twine, and we are still trying to work on this. The personalised touch is something that can differentiate us from competitors and the [Personalised Experience] tool EQ x UX x (PF2) = PX will certainly help Twine grow in future.”

Lastly, we worked on ways to extract ‘Stories of Success’ from Twine’s system. It’s a method that is exactly as it sounds; when customers have good experiences, ask about them at the most opportune moment and you will get more reviews, more testimonials and more future success. Here is Stuart’s take:

“Automated feedback loops of happiness. We've now integrated a suggestion, to ask for customer feedback automatically when they complete a project, which was can use as a case-study.”

Twine is a really great concept, solving a problem that no one had thought possible. There is often a misnomer that creative people know how to sell and market themselves but often they don’t. Twine is a life-saving, high-quality solution and we are happy to continue supporting them.

Any final words, Stuart?

“They are a great bunch that take a different approach that is often missed. The power of emotion in communication and combining this was data provides a powerful edge on competitors. If you want a different approach to improving your product from a user perspective, Mastermindset at the team to speak to.”

Stuart Logan, CEO, Twine