John Hurley is the director of product marketing for a venture backed startup called Radius. Radius has raised about $80M so far. They are selling an enterprise software solution to major brand players like American Express.

Today we have a very interesting conversation! We start with the content strategy that Radius uses to get traffic. Then we investigate their conversion process and the extensive multi-step test they conducted on how customers enter their software trial program.

This interview serves as an in-depth case study on detailed conversion optimization testing. It’s an area I’ve never explored in depth with a guest before and is full of great information.

Focus on how they drove traffic and how they maximized conversions. If you are with a SaaS company the issues discussed in this interview will be near and dear to your heart. Regardless, any company that wants to maximize traffic and conversion can pick up some great tips.