Tipalti B2B FinTech: Research-Led Experimentation Lifts Lead-to-Opportunity from 5% to 24%

Tipalti, a B2B FinTech unicorn, worked with Speero to improve their lead generation program. Starting from a 5% lead-to-opportunity conversion rate, Speero applied ResearchXL methodology to identify friction in the lead funnel. Experiments across landing pages, forms, and messaging improved lead-to-opportunity from 5% to 12-24% depending on segment. The program also contributed to a 50% increase in total transactions.