Helping a FinTech grow into a unicorn

Founded in 2010, Tipalti offers accounts payable, procurement, and payment automation software across 196 currencies.

Up until 2019, their focus was on the growth of non-branded traffic. It was a very successful strategy that led to a 5x increase in non-branded traffic over the first year. At this point, the challenge evolved into an optimization challenge, converting the high traffic volume into leads, opportunities, and paying customers.

While Tipalti had an existing CRO agency that had helped them run tests, there was a lack of buy-in for CRO. As such, experiments could be impacted by the red tape of the approval process from stakeholders across the business. These challenges meant they had outgrown their original agency.

The Tipalti team chose Speero to help them advance their testing program, drive conversions and gain support for experimentation. We ran our full experimentation program alongside the Tipalti team, conducting research, implementing and running the testing workflow, and reporting on results. 

Our first job was defining the metrics the Tipalti executive team had requested. The Speero team identified the goals and KPIs crucial to driving overall business success, disregarding any vanity metrics which only acted as a distraction.

Once the KPIs were agreed upon, it was time to introduce clear and robust processes for conducting research, forming hypotheses, and running experiments to build confidence in the program. But it’s not enough to just be good at execution. Communication was a central component needed to create buy-in across the business. This is where our reporting helped to explain why various experiments needed to be conducted and how they were prioritized, showing such decisions were based on sound research and data, not conjecture.

Tipalti had several high volume lead gen channels that only had a 5% lead to opportunity ratio. Thanks to working with Speero, today that number is between 12-24%, depending on the market sector.
We also helped Tipalti's team learn testing and research fundamentals through our conferences (EXL) and learning platforms (CXL). This made their journey more encompassing and easier to mature.

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