Ekaterina (Sam) Howard
Conversion copywriter and strategist for B2B SaaS
My session with Sam was one of the best I had in GrowthMentor. She's an attentive listener and was well prepared for the call. She was generous in her advice and helped me walk away with a considerable list of insights. 100% recommended.
This was one of the most comprehensive copy and positioning discussions I've ever had. In 30 minutes Sam was able to talk through our existing website copy, guide us on a few paths we should explore, and I left with a solid plan for next steps forward.
Absolutely great session! Ekaterina quickly showed us massive improvements we could make to our copy and launch strategy. She was direct and her expertise shined throughout. Highly recommend to have a 2nd set of eyes to review your copy...Thanks a mill Ekaterina!
Bio
I help B2B SaaS startup founders and growth marketers get more traction with research-driven conversion copy — without slowing down their growth initiatives. I’ve helped series A and bootstrapped startups achieve results like: - 25% conversion rate for a sales sequence - 16% lift in conversions from organic traffic to a long-form post - 3x average industry conversion rate for a landing page
Expertise
Conversion rate optimisation
Finding funnel gaps, messaging inconsistencies and dangerous assumptions getting in the way of conversions - plus opportunities to improve copy and user experience by reviewing quantitative and qualitative data.
Copywriting
Writing conversion copy for B2B SaaS startups, from landing pages and web copy to email sequences and ad funnels, translating customer research data into copy that's aligned with what prospects need to hear to convert.
User research
Customer research beyond "How are they interacting with the product?" - anything from "What is stopping them from signing up in the first place?" to "How can we get more of our ICPs to sign up for demos?"
Toolkit
Google Analytics
10 years of experienceUsing Google Analytics data to troubleshoot conversion funnels, and, together with Hotjar data, determine possible causes for low conversions and high bounce rates (that go beyond "This website is not mobile-friendly").
Hotjar
10 years of experienceRelying on session recordings, heatmaps, and scrollmaps to make educated guesses about conversion optimization opportunities and find UX issues contributing to low conversions.
Mailchimp
10 years of experienceHelping clients organize their lists and set up nurturing sequences and sales sequences to promote launches and convert email list subscribers into prospects with segmentation and sales sequence opt-ins.
Industries
SaaS
I work with Series A+ startups that have found PMF on aligning their copy and messaging with their ICP' pain points, desires, and JTBD, and addressing hesitations those ICPs have about switching to a new product.
B2B
Worked with a variety of B2B startups, from fintech products that were narrowing down their focus to attract agencies to project management software for digital service providers to educational products for developers to LMS software to train sales teams and improve their performance.