Why do so many B2B homepages look identical? Why does showing your product add 19% to conversion rates, and why is almost nobody doing it? And what does getting people to show up to a dinner have in common with getting people to click your CTA?
Sahil Patel, founder of Spiralyze and host of CRO Crimes, makes the case that brand and conversion aren't opposites — they're flip sides of the same coin. He walks through the most common, most fixable mistakes B2B marketers make on their websites, why animation almost always cannibalizes your primary CTA, and the dead-simple one-second test that can settle a homepage debate faster than any internal deck.
Sahil also shares what he learned building Above the Fold, his first conference, including why you should draft off five other people's events before you ever try to throw your own.
Jump into the action:
(00:00) AI-powered on everything? Only if it actually works
(00:30) Would you run this: prospect dinners in the age of event saturation
(03:10) The real show rate math and why you need to invite way more people than you think
(04:25) Why conference co-located dinners only work with a 1:1 sales motion
(11:06) Meet Sahil Patel, founder of Spiralyze and host of CRO Crimes
(13:37) Event drafting: how Sahil built Above the Fold next door to Spring
(15:37) Good events are back but "if you build it, they will come" is over
(19:33) Why a CRO agency invested in brand, events, and community
(23:16) Brand vs. conversion: diametrically opposed or flip sides of the same coin?
(25:35) Mark's live A/B test question: monthly vs. annual pricing on the pricing page
(30:29) The #1 CRO mistake: not showing the product (and it adds 19% conversion)
(38:31) The one-second test and the competitor headline swap
(41:34) How AI and customer voice can actually win the internal headline fight
(46:00) Why everyone should be using Winter to get ICP feedback on their copy
(47:40) Let the customer quotes do the work in the room
Connect with Sahil Patel: https://www.linkedin.com/in/sahilpatel/
Check out Spiralyze: https://spiralyze.com/
Check out CRO Crimes: https://www.youtube.com/@CROCrimes
Produced in partnership with Share Your Genius: https://shareyourgenius.com/
