6 Questions with Pekka Koskinen, Founder of Leadfeeder

Pekka Koskinen is the Founder and CEO of Leadfeeder, an app that allows you to turn your website visitor into sales leads.

1. First of all, can you tell us a little about your role and what you do at Leadfeeder?

I’m the founder and CEO of Leadfeeder. We are currently a team of 6, I’m focusing my efforts in supporting my teammates in their job, developing business analytics and acquiring financing.

2. What are some of the mistakes you have made with Leadfeeder that other founders can hopefully learn from?

We’ve been trialing and a/b testing a lot and found things that are not working, but I wouldn’t call them mistakes. I think we could have been even more in contact with our customers to collect information how our tool is really used.

3. Can you tell us a little more on your a/b testing efforts? What did you test? How did you test? What did you learn?

So far we’ve been a/b testing parts of our sales process and user onboarding program. On the public website we haven’t yet done a/b testing but we are getting there. On our sales process, we tested for example was it worth contacting our trial users personally by phone.

We took a segment from our trial users, contacted them during 1 month period and monitored if those would convert into paid customers on a higher conversion rate. We found out that there was an increase, but so little that it didn’t make financially sense.

On our user onboarding program and with newsletters we are all the time sending two versions of the same message and evaluating how well users from each versions convert into the call-to-action there is in the email.

We’ve learned that plain text messages with high contextualization and clear calls-to-action work the best.

We are using intercom for marketing automation which has a/b testing features, MailChimp for email marketing, Google Analytics for web analytics and Pipedrive for sales performance tracking.

4. Let’s talk you – what apps, software, and tools can’t you live without?

I’m every day using Google Analytics, Kissmetrics and Intercom to analyze and our business and develop onboarding. We are also using Slack and Google Drive for team communication and Pipedrive for sales.

Other personal productivity tools include Evernote, WhatsApp and social media tools.

5. What’s your best time-saving shortcut or life hack?

I’m a KPI and analytics driven entrepreneur and I want to be able to have easily and automatically different kinds of KPIs calculated.

I’m using Google Sheets with Supermetrics add-on to automatically query data from our database on a daily basis. By sharing this spreadsheet the whole team can see all the time even to custom metrics we have.

6. What resource have you watched/read/listened to that’s had the biggest impact on your business/life so far this year, and why?

There’s tons of really good materials for running a SaaS company at blogs from Intercom, Kissmetrics and Groove for example. Also, I’ve been listening to many business related audiobooks while driving a car.

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