INSUBCONTINENT EXCLUSIVE:
Mutiny, which is part of the current batch of startups at accelerator Y Combinator, helps business-to-business, software-as-a-service
companies present a message that customized to each visitor on their website.Co-founder and CEO Jaleh Rezaei said this concept is alive and
well in the analog world: When she was at VMware, sales reps were given materials to help them tailor their pitch for each prospective
Then, when she was one of the early employees at HR services startup Gusto, she tried to do something similar online, only to find that
existing software wasn&t quite up to the task.There are landing page optimization tools, but Rezaei asked, &Who wants to create a thousand
versions of your website& And there are A/B testing tools, but Rezaei argued that they&re really designed to test &generic content& and use
&very little audience intelligence.& And as for creating your own personalization tools, many companies will find that it requires &way too
much engineering effort.&That where Mutiny comes in
It integrates with existing data sources to allow businesses to divide their customers into segments
Then they can use Mutiny graphical interface to create personalized elements of the webpage for each segment.For example, when you visit the
homepage of Mutiny customer Amplitude, things like the customer testimonials and the call to action will change depending on the size of
Or when Brex customers click through from an email marketing campaign, they&ll see a credit card offer tailored to their name and
company.These kinds of changes might not seem all that significant, but Rezaei said that when someone visits a B2B website, they&re probably
interested in the product or service already
If they&re not converting, it probably because &they didn&t find what they wanted right away.& Mutiny can help surface the right content or
the right message for the right customer.The startup will also compare the personalized results to the generic webpage to help determine
what does and doesn&t improve the bottom line
Rezaei said some of Mutiny early customers (who include Gusto, Infusionsoft and Brex) have seen conversion rates improve by 20 to 180
percent.&That not to say that every test performs better, but the nice thing here is that you immediately see how something is performing,&
she added.Eventually, Rezaei is hoping to expand Mutiny technology so that it can personalize every aspect of the B2B purchase experience,
including email and ad retargeting.&Our passion as a founding team is growth,& she said
&Progress occurs not when you just build something, but when that product makes it into the hands of the person for whom it was intended to
