New audience segment research

Contabilizei's main mission is to democratize accounting for freelancers and small businesses throughout Brazil.
Accounting for everyone
Contabilizei is the largest virtual accounting office in Brazil

Created in 2013 and headquartered in Curitiba (PR), Contabilizei provides business start-up services and helps businesses with annual revenues of up to R$ 3 million in the country to deal with accounting and tax bureaucracies.

  • Contabilizei
  • Financial Services
  • UX Research
  • 01 Product Design / 01 UX Researcher
  • 2022
ORIGIN OF THE PROBLEM
Problem to be investigated

Project Overview

The Inbound and Outbound strategy currently used by Contabilizei has not been successful in the so-called “traditional” segments.

As of 2016, the platform has been doubling in size every year, reaching 60,000 client companies in 2022.

The 02 main customer attraction initiatives used during the growth process were Performance Campaigns (CPC) and SEO (Search Engine Optimization). During the last few months, the main metrics showed a continuous decline, which forced the company to rethink its attraction strategy, as well as to have a better understanding of its public.

My first challenge within Contabilizei was to conduct, together with a UX Researcher, a survey for the acquisition team, more specifically in the growth tribe.

ORIGIN OF THE PROBLEM
Main questions
01

How and when does the decision to open a business take place?

02

At what point in the journey of these groups do we need to start generating awareness?

03

What should be the communication attributes and value proposition considering each researched group?

Public
Who are we studying?

Within Contabilizei we identified an audience that does not adhere to digital media, we call these groups "Traditional". Within this universe, we made a cut of 04 segments to carry out this study.

ENGINEERS
Grupo #01
ArquARCHITECTSitetos
Grupo #02
EDUCATION
Grupo #03
HEALTH (NON-MEDICAL)
Grupo #04
Process
"If I had an hour to solve a problem, I would spend 55 minutes thinking about the problem and five minutes thinking about the solutions."
- Albert Einstein
Data Analysis Report
Base Data

Understanding the behavior of the public object of this study through the data in our base brought us important insights to guide our decisions.

THE CSAT RATE WITHIN OUR BASE IS SATISFACTORY.
RECEIVED LESS THAN BRL 20K IN THE LAST 3 MONTHS.
OF THE CUSTOMERS IN THE CURRENT BASE COME FROM CPC CAMPAIGNS.
OF THE CUSTOMERS IN THE CURRENT BASE COME FROM ORGANIC SEARCH.
QUALITATIVE
WE LISTEN TO PEOPLE.

The most effective way to validate the problem first and the solution second is to simply ask customers what they want, what their needs and pains are, and conduct a good interview.

10
People Interviewed
7
Different Brazilian states
10
Interview hours
Findings from the Interviews
09 interviewees asked for a referral before hiring an accounting service.

During the interviews, we found other relevant information during the process of choosing the accounting service.

01 Did you know Contabilizei?
Half of the interviewees did not know Contabiliei. And he already had an accountant that he chose by recommendation.
02 About the choice of accountant
Indication, followed by value/price and availability of service via whatsapp, were the answers that appeared the most when we asked what made the person choose their current accountant.
03 Advantages of Online Accounting
When asked about the advantages of Contabilizei in relation to the competition, the possibility of doing everything online, without meetings and the blog (trust in information) were the most mentioned. In addition to price. Contabilizei appears to be cheaper.

what people says

Testimonials
I even asked other people to recommend accountants and then your value was better, so it was something that weighed on me and I ended up closing with you.
Camila de Souza Miranda

PHYSIOTHERAPIST

There is no way to have a company and be your own accountant.
Helena Cunha

RETIRED TEACHER

I saw that it was complex and that's why I understood that it was super important to have help with a company's accounting.
Bruno Medeiros

ENGLISH TEACHER

Customer User Journey
Customer User Journey

We mapped the journey that the user goes through until the moment he decides to open a company and consequently searches for an accounting service. Understanding how, when and where is the best time to introduce our product.

WE MAP THE PAINS DURING THE PROCESS
Pain Points

The journey of starting a business has several nuances that generate frustration for users. During the qualitative research process (in-depth interview), we identified the 06 main ones.

01.

Individual Micro
Entrepreneur.

The Contabilizei process currently does not provide for assistance to the MEI person who wants to become an ME.

02.

Little money to start the company.

Most prospects (leads) are still not earning or have earned little, they initially want to test the basic plan.

03.

Flexibility during the opening process.

The Contabilizei process does not provide for assistance to the person open to shaping their CNAE to the activity that their company is about to open.

04.

Lack of accounting knowledge.

The person when opening the company does not yet feel like an expert.

05.

Mode migration according to billing.

It is common for liberal and self-employed professionals to open their first company as MEI and seek regulation for ME when billing starts to increase.

06.

Lack of mobility during opening

People who are currently under the CLT regime cannot move in the process of opening a company.

Atomic Research
Atomic Research

Perhaps one of the biggest challenges of UX research is to structure and distribute knowledge in order to simplify the process both for designers and for the rest of the product team. break down acquired UX knowledge, to understand and spread the source, find patterns, scale knowledge and make evidence-based decisions.

RESEARCH CANNOT BE A LINEAR PROCESS
We turn conclusions into hypotheses

When we arrive at a conclusion, no matter how many facts or insights we have to support it, we still cannot consider it as an absolute truth, as it is still necessary to test the Conclusion.

Landing Pages

Development of Landing Pages more targeted to the characteristics of the target public of this research.

Growth Hacking

Structuring hacks to acquire customers through viral mechanisms incorporated into the product, such as referral programs.

Whatsapp

Extend the use of whatsapp in the other phases of the company opening process.

Social Proof

Creating content based on social proof to help build credibility for the solution.

The time has come to test our conclusions

Based on the conclusions of our research, tasks were created for the respective product teams. Such actions will be monitored based on the metrics inherent to each one of them.

Growth Hacking

    An experiment was created to acquire customers through viral mechanisms incorporated into the product through referral.

  • Recruiting customers for action.
  • Landing Page creation.
  • Monitoring of metrics and engagement.
See the post
Social Proof

One of the actions linked to this front consisted of the production of videos with our customers' success stories.

  • Action coordinated by the Branding and Content team.
  • Production of videos with stories.
  • Embed videos on landing pages and content.
Whatch the video on Youtube
Landing Pages

    Landing pages aimed at specific audiences were built with information inherent to them.

  • Construction of pages for each segment.
  • Niche-focused CPC + SEO campaigns.
  • Monitoring of segmented metrics.
View landing page
tools
Monitoring of segmented metrics.