Q&A with Olivia (Ross) Taylor, Director of CRO at Directive Consulting

Olivia Taylor, Director of CRO at Directive Consulting has 10 years of working experience in graphic designing and has expert knowledge in CRO/UX in landing pages and websites designing.

Olivia was recently nominated for the Orange County Business Journal's Top 25 Women in Business Awards.

MEDIA 7: What’s your superpower?
OLIVIA TAYLOR: I would like to think my superpower is empathy. That’s part of what CRO is: figuring out and understanding what’s going on through people’s minds and finding out what people need and want.

M7: Does it point to user intent, a term generally used in Account Based Marketing?
OT: 
Yes, exactly that. Because I’m able to basically understand where the consumer and the buyer is coming from, I can better optimize my clients’ websites, change that language in the headline and the subhead to relate to the customers’ pain points and better describe the benefits of what my client can provide to them.

M7: Your career spans an impressive 8 years from a Graphic Designer to being a Director of CRO at Directive Consulting. What attracted you to this industry, and how does Directive Consulting fit into your story?
OT:
I became a designer because all other subjects in school were boring. 2+2 will always be 4, but with design, there are so many possibilities - so many different solutions to a problem. Plus, I always loved drawing and creating.
While going to school, I worked as a designer at a few different places. Then upon graduating, I worked at a tech company in-house but it just wasn’t for me. I moved on to an agency that was full-service, but that also was not the right fit. After that job, I ended up at a PPC agency where I learned about CRO. I started there as just a designer and left there as the Director of CRO.

Using the skills I learned there, I was able to join the upstanding company that is Directive where I’m learning so much more, and doing so many more awesome things than I did at any other job and it has been amazing. It’s so wonderful to work at a place that is professional and that takes the work so seriously, only striving to be the best at being different. 


"The best way we can convince the customers is that we need to address what our client does, that no other competitor can do."

M7: Could you tell us about your best practices for creating an ideal customer experience?
OT: 
A functioning website that loads quickly
Easy navigation and user experience
Clear offerings and clear unique value propositions (what is it that you do that no competitor does?)
Great social proof (testimonials and case studies from current clients, awards, etc)

Great customer service: prompt support, regular email check-ins to see how your customer is doing, offer deals and promotions - all of these things keep a customer coming back for more.

M7: While creating a unique value proposition, how do you drive in the utility? In other words, how do you convince the customer about the uniqueness of your service?
OT: 
We definitely have to utilize this through the headline and anywhere in the hero section of the landing page or the homepage because that’s where people are landing first and you need to be able to grab their attention in the first five seconds. So, the best way we can convince the customers, is that we need to address what our client does, that no other competitor can do.

If you can say we’re the only platform that does x, y, and z, that is a great unique selling point. Another thing to consider is backing up your clients with data. If you are offering some sort of platform that will save me time on the implementation of a process, then tell me how much time I’m going to save. If you say, “Cut down your execution time by 90% with our platform” that’s a unique value proposition. That shows the benefit to the user there, and that will entice users to click through and complete the form. So, gaining conversions is usually based around giving real data that explains exactly what value the visitors are going to see or how much money is going to be made or saved, and how much time is going to be saved to solve a problem with this solution. The other side of the coin is “we are the only ones that do x y z” and that will basically set a business apart from their competitors.

M7: How does collaboration and communication come into play in your role?
OT: 
It’s the entire job. I oversee a design team and I need to make sure my team is not only communicating with me but communicating with other departments. PPC, SEO, and CRO must all work together to get the job done and we’re stronger together than apart. I have daily follow-ups on different accounts, weekly meetings, client sync ups - whatever it takes to make sure that I and the rest of the team have complete transparency into what is happening with these accounts so that we can assist in whatever way we can. We want our specialists and account managers to own their strategy, but the directors are responsible for approving the strategy and improving it if needed.


"As designers, we need to remember that form follows function, so we must be sure that this information is easily accessible, that the message is clear."

M7: What are the biggest mistakes you see businesses making when attempting to optimize their site to increase conversions?
OT:
These companies spend tens of thousands of dollars on a rebrand which will be done by a branding agency that has no knowledge of designing a site for increased conversions. Too many times we’ve had clients come in that just had a rebrand done and their conversions plummeted. So we will go in and audit the site to find out what is causing the problem. Too often, design takes over function but we must always remember that form follows function. As an example, the white space in the new site may be beautiful, but none of your visitors can even see what you’re offering until they get halfway down the page. Things like this are the biggest issues we see.

Also, with too many changes implemented at once, it makes it harder to pinpoint what caused the drop in conversions. It’s often times all of the things combined together that caused the problem. If a company is going to focus on increasing conversions, the changes need to be based on data and not on whims or best practices. Data doesn’t lie.

M7: What is the most challenging part of doing a conversion optimization project? What type of resource commitment do you require from your team?
OT:
The most challenging part is that the results cannot be guaranteed. Our tests are based on data but they’re just that: a test, a hypothesis. Nothing is written in stone. 9 out of 10 times I will be right in my hypothesis, but there will always be a test that fails. We still celebrate the failure because we still learn from it. We can find out why the test didn’t work and use it to narrow down on what will work.

As far as resources are concerned, we want to make sure that we’re testing at least a few things each week per client. We use Hotjar for qualitative research as well as Google Optimize for on-page testing, and Instapage/Unbounce for landing page testing. Reporting is a big part of our deliverable so a good amount of our time is spent gathering the data and providing insights to the client.

M7: According to you, what prompts a visitor to scroll down to the bottom of a webpage?
OT: 
Usually you would have to have a message that entices them in the hero section of the landing page. Just like we discussed about the UVPs, we need to show the customer right when they land on the page, that this is the solution for your problem. That will entice them to scroll down. You can sometimes kind of coax people to scroll down: I like to use false CTAs to get more information and if they click that CTA, it will scroll down to the benefit section on the page and that will get people to start scrolling. And from that benefit section you could have a CTA linking to the case studies on the landing page and get them to scroll down even further on the page.

The main issue is people think of redesigning their page to look better and they see horrible conversions because it may be beautiful but it’s not functional. The messaging is vague and does not relate to what it is they do as a company that’s better than anybody else. They don’t adjust the benefits, and they’re too stuck on this flowery and technical language that a lot of SaaS companies like to use. So, the biggest thing is being very upfront with what you do in layman’s terms, making it as clear as possible to the lowest common denominator, so that you have a potentially larger pool of leads versus only having that technical jargon that only a few may understand. This usually relates a lot to B2B and SaaS clients. They get really hung up on their own language that’s very technical but the common man that needs their service doesn’t understand that...just tell them what the benefit is.

So, to summarize that long rant: basically, make sure that the messaging is clear about the benefits right away, then use CTAs on your page to entice people to keep scrolling so they continue to learn more. Keep people engaged and reading, section by section.


"Gaining conversions is based around giving real data that explains what value the visitors are going to see or how much money is going to be made or saved, and how much time is going to be saved."

M7: In a world where anyone can start a web-based business, generating trust is more important than ever before. Considering this, what impact does design have on revenue?
OT: 
It has a huge impact. If you land on a site that is poorly designed - it’s ugly, it’s confusing, you have no idea what they sell - do you think you would stay on that site for long? No, you’d go to a site that has a clear hero image showing the product and how it works, and a headline that explains what sets it apart from any other competitor product. The way information is presented is just as important as what information is being said.




One-size-doesn’t-fit-all and I’ve seen pages that - funny enough - looked horrible but converted better than the redesign we did, just because the form was more readily available. All the information was above the fold and it looked really scrunched. However, the customers got whatever they needed right away and that was what was important. So even when you’re seeing this image of bad vs good, we could argue that maybe the option on the right still won’t convert because it’s not quite explaining any unique value composition. It has a lot of beautiful imagery but it’s not getting to the point. Although these full-width websites with huge images is the trend, I think it needs to be taken with a grain of salt and used sparingly; and it needs to be dialed back a bit when it comes to conversions. You have these big beautiful images and people have to scroll very far just to get down to the first paragraph which is not good for conversions even though it’s trendy. As designers, we need to remember that form follows function, so we must be sure that this information is easily accessible, that the message is clear and if it is, then great! The beauty comes after that, but messaging has to be clear, concise, and easily understood.

M7: Directive Consulting ranks #1 on Google for “SEO Agency”. What SEO strategies and tools does the company leverage to channelize its sales campaigns?
OT: 
On page SEO and targeted guest posting with keyword driven anchor text. Then we continually write content around SEO and internally link back to our core SEO page.

M7: As a child what did you want to be when you grew up?
OT:
I wanted to be a speleologist (a cave scientist) for years. I was obsessed with caves, stalactites, and stalagmites. I’ve always been interested in maths and sciences, but there are dangers tied to being a cave scientist so I gave up on that. I still sometimes wonder what would have been if I had gone into the sciences instead of design. Maybe I’ll try it out in a few years!

M7: That sounds interesting! Have you visited caves in your earlier days?
OT: Yes, I did visit just a few caves, nothing big like the Man of the cave or Carlsbad cavern but as a child I was very interested in science – Biology, Zoology, Geology just the world around me and caves are interesting because they’re the dark places that not many people go to. I love history, I love biology so I think caves are kind of that interesting combination of both cause they’re ancient and they have these creatures that are so bizarre you know, like these blind salamanders which is like a different world there. I got very fixated on that for a few years as a child, reading all the books I could about it. I had my mind set, this is what I was going to do and I didn’t take into account the dangers of being a cave scientist. You’ll have to get into tight little spaces and there could be cavemen, you could get lost and stuck. Me being a homebody and kind of a bookworm, I decided, you know, maybe this is not the path for me, but I was also an artistic child. I was drawing all the time and that’s how I ended up in design school instead. So a very different path, but I still love science and history so I might dabble in it later in my life but for now it’s been design.

ABOUT DIRECTIVE CONSULTING

Directive does beautiful search marketing for B2B and enterprise companies that share our values. We redefine the global standard for how marketers work, live, and grow. We are a group of SEO, PPC, and content experts who are passionate about working with the best B2B brands in the world. When we are not executing ROI driven campaigns, you can find us drinking cold brew, volunteering in our community, or playing an intense game of ping-pong.

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Unlike disjointed point solutions and security appliances, Cato capabilities are instantly on, always available at scale, and fully converged, giving IT teams a single, shared context worldwide to understand their networks, prevent threats, and resolve problems. As an autonomous platform, Cato SASE Cloud sustains its evolution, resiliency, optimal performance, and security posture, saving enterprises the operational overhead of maintaining enterprise infrastructure. Enterprises simply subscribe to Cato to meet their business needs. Cato's cloud-native model revolutionized security and networking operations when it was introduced in 2016, a fact validated three years later in 2019 when the Cato approach was formally recognized by the industry as SASE. Breach Times Still Too Long; Limitations of Legacy XDR Cato is again revolutionizing cybersecurity with the first SASE platform to expand into threat detection, empowering security teams to become smarter and remediate incidents faster. The flood of security alerts triggered by network sensors, such as firewalls and IPS, complicates threat identification. In 2023, enterprises required 204 days on average to identify breaches.1 XDR tools help security analysts close this gap by ingesting, correlating, and contextualizing threat intelligence information with the data from native and third-party sensors. However, legacy XDR tools suffer from numerous problems relating to data quality. Sensor deployment extends the time-to-value as IT must not only install the sensors but also develop a baseline of specific organizational activity for accurate assessments. Data quality is also compromised when importing and normalizing third-party sensor data, complicating threat identification and incident response. Security analysts waste time sorting through incident stories to identify the ones most critical for immediate remediation. Once determined, incident remediation is often hampered by missing information, requiring analysts to master and switch between disparate tools. No wonder in 2023, average breach containment required more than two months.1 Cato XDR and Cato EPP Expands the Meaning of SASE Cato XDR addresses legacy XDR's limitations. Instantly activated globally, Cato XDR provides enterprises with immediate insights into threats on their networks. Incident detection is accurate due to Cato's many native sensors – NGFW, advanced threat prevention (IPS, NGAM, and DNS Security), SWG, CASB, DLP, ZTNA, RBI, and now EPP/EDR. Powered by Bitdefender's world-leading malware prevention technology, Cato EPP protects endpoints from attack – in the Cato way. Endpoint threat and user data are stored in the same converged Cato data lake as the rest of the customer's network data, simplifying cross-domain event correlation. The result is incredibly high-quality data that improves the incident identification and remediation process. Cato AI uses the data to accurately identify and rank incidents, empowering analysts to focus critical resources on an organization's most important remediation cases. Cato AI is battle-tested and proven across years of threat hunting and remediation handling by Cato MDR service agents. Remediation times reduce as detected incident stories contain the relevant information for in-depth investigation. Cato's tools sit in the same console as the native engines, enabling security analysts to view everything in one place -- the current security policy and the reviewed story. Finally, incident reporting is simplified with generative AI. Purpose-built for investigations, this natural language engine provides human-readable explanations of incident stories. Analysts save time sharing incident information with other teams and reporting to their managers.

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5G

Wiseband Partners with Rivada for Network Expansion in the Middle East

PR Newswire | January 07, 2024

Rivada Space Networks, a global network company launching a constellation of 600 low-earth-orbit satellites (LEO) to enable secure, global connectivity for governments and enterprises, is partnering with Wiseband, an Emirati satellite services company, to bring secure connectivity solutions to the Middle East region. Based in UAE and operating across the Middle East and Africa, Wiseband provides customized private satellite networking solutions which are designed to meet high-performance and stringent security requirements. The company currently has connectivity projects in UAE, KSA, Kuwait and Egypt. Rivada's global low-latency point-to-point orbital network, the OuterNET™, is a unique next-generation constellation combining inter-satellite laser links with advanced onboard processing to provide unique routing and switching capabilities and create an optical mesh network in space. This orbital network, in which data stays in space from origin to destination, creates an ultra-secure satellite network with pole-to-pole coverage, offering end-to-end latencies lower than terrestrial fiber over similar long distances. And by routing traffic on a physically separated network, it provides a layer of defense for any organization that needs to securely share data between widely distributed sites. For Enterprise and Government communications, Rivada's OuterNET™ will provide an easy-to-deploy network with higher bandwidth and improved security for resilient and more reliable communications services. Rivada Space Networks is showcasing the OuterNET™ at the Middle East Space Conference, in Oman from 8th-10th January. Rivada's CEO Declan Ganley will participate in the panel exploring how new satellite networks can play an essential role in bringing connectivity to the Middle East and the prospects for satellite communications services in the region, including: • How the potential of LEO can be unlocked for data networks and services and the opportunities for new business models and end-user services • An ultra-secure network is the ambition for global enterprise and government communications and the dynamic powers of laser communications are key • Partnering with LEO enables Middle Eastern satellite and telecom operators in search of growth to complement and expand services that cannot be supported by GEO alone Ahmed Hassan, CEO of Wiseband, said: "Wiseband is looking to tap onto Rivada Space Networks' highly secure point-to-point secure communications network to provide advanced and customizable secure solutions to our existing enterprise customers and to develop the emerging markets in Middle East. The OuterNET™ is a fully interconnected orbital network which effectively serves as a private network in space, capable of routing traffic at gigabit speeds from one satellite to another with no need for a gateway on earth. We see this as the key infrastructure for the development of the enterprise and government sectors in the Middle East and beyond." Declan Ganley, CEO of Rivada Space Networks, said: "We are delighted to be partnering with Wiseband based on their long history and expertise in serving the telecoms sector in Middle East region. Rivada'sOuterNET™ is what data communications has been waiting for – a game-changing constellation that re-defines connectivity in terms of security, latency, capacity, efficiency, and coverage. As a completely new type of LEO constellation, the OuterNET™ can provide the Middle East region with a next-generation infrastructure for secure, resilient communications and network expansion." About Rivada Space Networks Rivada Space Networks GmbH is deploying the first true "OuterNET™": a global low latency point-to-point connectivity network of LEO satellites. By connecting its satellites with lasers, Rivada Space Networks will provide resellers and B2B customers with the ability to securely connect any two points on the globe with low latency and high bandwidth. The constellations, comprising 600 low-earth-orbit communications satellites, will represent a fundamental change in the availability of secure, global, end-to-end enterprise-grade connectivity for Telecom, Enterprise, Maritime, Energy and Government Services markets. Rivada Space Networks is a wholly owned subsidiary of Rivada Networks,

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Network Security

Ampliphae, HPE Athonet and Arqit deliver Quantum-Safe Private 5G using Symmetric Key Agreement

PR Newswire | January 19, 2024

Arqit Quantum Inc, a leader in quantum-safe encryption, and Ampliphae Ltd (Ampliphae), a leader in network cyber security solutions, have today announced successful completion of a project that will deliver enhanced quantum-safe security for Private 5G networks. The Security Enhanced Virtualised Networking for 5G (SEViN-5G) project, funded by Innovate UK, the UK Government’s innovation agency, leveraged Ampliphae’s network security analytics technology and Arqit’s Symmetric Key Agreement Platform to deliver a quantum-secure Private 5G testbed that can protect against both current and future cyber threats. Athonet, a Hewlett Packard Enterprise acquisition, provided the Radio Access Network (RAN) equipment for the project with a cloud core hosted on AWS. Private enterprise networks based on 5G cellular technology are accelerating digital transformation across industries including manufacturing, healthcare, defence and smart cities. Private 5G gives enterprises access to high-speed, massively scalable, and ultra-reliable wireless connectivity, allowing them to implement innovative IoT and mobile solutions that enhance productivity, drive automation and improve customer engagement. The security of these networks will be paramount as they will support safety-critical infrastructure and carry highly sensitive data. But like any new technology, 5G comes with potential new threats and security risks including the threat from quantum computing. The project finished in December 2023 and customer engagement has already begun. David Williams, Arqit Founder, Chairman and CEO said: “Enterprises want to deploy Private 5G networks with complete confidence that they will be safe from both current and future cyber threats including from quantum computers. Working alongside Ampliphae, we have shown that a quantum-safe Private 5G network is deliverable using Arqit’s unique encryption technology.” Trevor Graham, Ampliphae CEO said: “Private 5G can be hosted partly or completely in the Cloud, giving enterprises the opportunity to rapidly set up their own cellular networks customised to support their operations. With Ampliphae and Arqit they can now be certain that those Private 5G networks are monitored and secure against eavesdropping and disruption.” Nanda Menon, Senior Advisor Hewlett Packard Enterprise said: “In an era where security is paramount, the completion of the SEViN-5G project is a significant milestone. The delivery of a quantum-secure Private 5G testbed, achieved where Athonet have combined the Athonet core with CableFree radios, underscores the commitment to innovation and reinforces the confidence enterprises can have in deploying networks that are both cutting-edge and secure from both present and future threats.” About Arqit Arqit Quantum Inc. (Nasdaq: ARQQ, ARQQW) (Arqit) supplies a unique encryption Platform as a Service which makes the communications links of any networked device, cloud machine or data at rest secure against both current and future forms of attack on encryption – even from a quantum computer. Compliant with NSA standards, Arqit’s Symmetric Key Agreement Platform delivers a lightweight software agent that allows devices to create encryption keys locally in partnership with any number of other devices. The keys are computationally secure and operate over zero trust networks. It can create limitless volumes of keys with any group size and refresh rate and can regulate the secure entrance and exit of a device in a group. The agent is lightweight and will thus run on the smallest of end point devices. The Product sits within a growing portfolio of granted patents. It also works in a standards compliant manner which does not oblige customers to make a disruptive rip and replace of their technology. Recognised for groundbreaking innovation at the Institution of Engineering and Technology awards in 2023, Arqit has also won the Innovation in Cyber Award at the National Cyber Awards and Cyber Security Software Company of the Year Award at the Cyber Security Awards. Arqit is ISO 27001 Standard certified. www.arqit.uk About Ampliphae Ampliphae’s distributed network analytics technology provides insight into how networks are used to support enterprise operations at every level. A graduate of the prestigious LORCA cyber accelerator in London, and the AWS European Defence Accelerator, Ampliphae’s technology is already used by enterprises across multiple verticals to discover, analyse and secure the network traffic that supports their key applications and business processes. Ampliphae’s Encryption Intelligence product operates at enterprise scale to discover devices and applications that use cryptography, analysing their encryption capabilities to detect risks, including assets that are vulnerable to future quantum computer attack. Using Encryption Intelligence, the organisation can gather effective operational intelligence about their encryption landscape, both within and outside the organisation, and build an effective mitigation program to address current and future vulnerabilities.

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