How Knowi (aka Cloud9 Charts) redefined user segments and restated their selling proposition
January 17, 2025
"Very interesting and eye-opening. Bohdan is great professional. You're lucky if he and agency are available to work with you."
Jay Gopalakrishnan
founder and CEO at Knowi
When approaching us, Knowi was in the product definition stage, whereas they created MVP and were looking to redefine the user segments and sometimes the product itself
Company bio
Knowi (old company name Cloud9 Charts) - a startup company founded back in 2013 - is a business intelligence platform that Enables reporting across NoSQL, SQL, REST API and other sources into a smooth end to end analytics platform, enabling exploring big data and cleaning messing complex data.
Industry: B2B SaaS, Information Analytics, Business Intelligence, NoSQL.
The problem
The problem for Jay and his team was that they couldn't fully understand what their core groups of clients (user segments) were and what is the best way to name and frame things they were delivering to them.
What we did first?
So we started up from the following steps:
Analysis of the current content structure
Analysis of the value proposition
Took a look at Conversion Funnel
Homepage content review
WHAT WE'VE SEEN
Hypothesis
From that we understood that the Conversion Funnel was not really uniform vs different landing pages. And it was not targeted to each user segment.
We understood that the product was complex and not fully developed at this stage. And it was appealing to different segments of Consumers.
Our hypothesis was:
It needed a separate conversion funnel, a separate sales pitch, separate visuals, and even sometimes separate value proposition as per each user segment.
Scope of work
Scope of our work included 6 main assignments:
"We understood that the single conversion funnel for multi-offer, multi-use product was not viable, and we switched to creating three to four distinct funnels. "
BOHDAN LYTVYN
Founder, Nertis
Strategy Therapy
In the course of strategy therapy we tried to isolate the core problems the product proposed to solve for users. And the first challenge was to name and frame user segments.
Modelling New Conversion Funnels
We understood that Knowi would need several distinct conversion funnels because it was really hard to explain in a single language the product that consisted of several (three to four) diverse products. So it required:
We also understood that the existing funnels were not fully developed, and they don't actually feature the exact solution or why purchase the product.
Finally, the funnel was too fragmented because it was not uniform in terms of usefulness or completeness of this value proposition. Some of the user segments were actually underserved, the proposition for them was really raw. Whereas some of them were really good and well formulated.
Landing Pages update
As a result of this activity, we came up with:
We tried to adopt a user-segment centered perspective for the newly created conversion funnels. We also mirrored the conversion funnel architecture across the navigation (main & supplementary) of the website.
We've updated the main page content, including the sales pitch and propositions per each user group.
We also created the ultimate landing pages and established more robust landing pages structure featuring Q&A's, expert talks, stories and tech reading document.
Finally, made changes to free trial stage of the funnel to be more focused on the options that were delivered as per each client type
The Results
We've helped Knowi (aka Cloud9 Charts) redefine user segments and re-state their selling proposition using more up-to-the-point terms arriving at a new model of conversion funnel