Home > Companies > C-Suite On Deck > Q&A with Olivia (Ross) Taylor, Director of CRO at Directive Consulting

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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LyondellBasell Launches Petrothene T3XL7420: A Revolutionary Polymer Compound for Optimized Manufacturing

LyondellBasell | January 24, 2024

LyondellBasell (LYB), a global leader in the chemical industry, is proud to announce the release of a cross-linkable, all-in-one flame-retardant compound, Petrothene T3XL7420, which is expected to deliver considerable cost savings while streamlining manufacturing processes. This new product offering also improves the quality of end products for wire producers in the automotive and appliance industries. Based on customer demand and industry need, LyondellBasell designed this innovative compound to address the need to optimize production line speeds and enhance manufacturing efficiency. Petrothene T3XL7420, is specifically formulated for use in Society of Automotive Engineers (SAE) primary wire applications, International Organization for Standardization (ISO) thin wall applications, and Underwriters Laboratories (UL) and Canadian Standards Association (CSA) appliance wire. Petrothene T3XL7420 offers several benefits that make it an attractive option for wire producers, including enhanced cure kinetics, increased stiffness for easier small gauge wire assembly and better barrier performance compared to other Petrothene XL. "Developing innovative solutions to address the ever-evolving needs of our customers is an important aspect of how we operate and continue to grow our market share," said Palmer Giddings, vice president Polyolefins at LyondellBasell. "Providing cost effective and efficient solutions that are UL and CSA certified, gives us a market advantage for this one-of-a-kind solution." Petrothene T3XL7420 has undergone rigorous testing and certification processes to ensure its quality and reliability. With this latest development, LyondellBasell reinforces its position as a leading provider of innovative solutions for the wire and cable industry and expects this compound to become the product of choice for a wide range of automotive and appliance wiring applications. About LyondellBasell We are LyondellBasell – a leader in the global chemical industry creating solutions for everyday sustainable living. Through advanced technology and focused investments, we are enabling a circular and low carbon economy. Across all we do, we aim to unlock value for our customers, investors and society. As one of the world's largest producers of polymers and a leader in polyolefin technologies, we develop, manufacture and market high-quality and innovative products for applications ranging from sustainable transportation and food safety to clean water and quality healthcare.

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Products and Technologies

Relevant Industrial Expands Portfolio With Acquisition of CHEMFLOW Products

Relevant Industrial | January 09, 2024

Relevant Industrial, LLC a leader in value-added distribution and service for instrumentation and automation, rotating equipment, valve, purification, and thermal equipment solutions, announced the acquisition of CHEMFLOW Products and its subsidiaries, CHEMSeal Couplings and ChlorineValves.com (CHEMFLOW). CHEMFLOW is a leading value-added distributor and manufacturers' representative specializing in precision-engineered Flow Control products for Chemical services. With over 75 years of combined expertise, CHEMFLOW has brought together the highest quality manufacturers of valves, automation, breakaway couplings, safety shutdown systems, and hoses, affording customers specially designed solutions meeting stringent industry standards for hazardous chemical bulk transfer in the safest possible way. CHEMFLOW brings an unmatched expertise in packaging a full range of products and services designed to improve reliability, enhance safety and environmental impact, and minimize downtime. Relevant Industrial's strategic acquisition of CHEMFLOW Products aligns seamlessly with its commitment to delivering comprehensive and cutting-edge solutions to clients across various industries. This move enhances Relevant Industrial's portfolio, allowing the company to offer a broader range of services and products to its clientele, as well as offer Relevant's unique set of industrial automation solutions to CHEMFLOW's strong customer base. John Carte, CEO of Relevant Industrial, expressed enthusiasm about the acquisition, stating, "The addition of CHEMFLOW Products to the Relevant Industrial family is a significant step forward in our mission to provide top-tier solutions to our customers. CHEMFLOW's extensive experience and proficiency in Flow Control products for hazardous chemicals complement our capabilities. We are confident that this acquisition will both benefit our customers and contribute to the continued growth and success of Relevant Industrial." Mike Johnson, CEO of CHEMFLOW Products, shared his perspective on the collaboration, stating, "We are thrilled to join forces with Relevant Industrial. This partnership represents a strategic alignment of values, expertise, and commitment to customer satisfaction. Together, we look forward to delivering innovative solutions and unparalleled value to our customers." As part of this collaboration, Mike will transition to the role of Vice President of Chlor-alkali Business Development within the dynamic CHEMFLOW/Relevant team. In this capacity, he will leverage his extensive industry knowledge and strong leadership skills to lead initiatives aimed at expanding Relevant Industrial's footprint in the chlor-alkali sector. CHEMFLOW Products and its subsidiaries will become an integral part of Relevant Industrial, contributing to the company's expanded workforce of over 450 employees. The combined entity will operate from a total of 30 strategic locations, further adding to existing customer service capabilities and extending its reach across the majority of the lower 48 states. With an OEM status that provides a global reach, Relevant Industrial is poised to further strengthen its position as an industry leader. This strategic acquisition is anticipated to create collaborative dynamics that will not only benefit customers, partners, and employees but also propel Relevant Industrial and CHEMFLOW Products into a new era of mutual growth and innovation. The powerful combination of expertise and resources between Relevant Industrial and CHEMFLOW Products opens new horizons for both companies, fostering accelerated customer service, deeper chemical industry capabilities, and enhanced technical expertise. About CHEMFLOW CHEMFLOW Products LLC, celebrated for its unwavering commitment to "SOLUTIONS WITH INTEGRITY," functions as a Manufacturers' Representative Company specializing in Flow Control products designed for applications in Chemical services. With a focal point on Hazardous Chemicals, the company exhibits distinct expertise in various domains, including Chlor-akali, AgChem, Vinyls, Urethanes, Refrigerants, Polysilicon, Pigments, and HF Alkylation. A distinguished leader in Flow Control solutions for hazardous chemicals, CHEMFLOW has been a stalwart in serving industries for over 15 years. Their specialization encompasses applications involving Chlorine, Chlor-akali, AgChem, Vinyls, Urethanes, Refrigerants, Polysilicon, Pigments, and HF Alkylation, showcasing unparalleled proficiency in specialty valve applications, safety shutdown systems, bulk transfer hose & coupling, and sampling valves. About Relevant Industrial Relevant Industrial, LLC, is a leading value-added distribution channel serving mission-critical applications across diverse industries. Founded in 1965 as Wilson-Mohr, today Relevant is a dynamic partner providing expert solutions in instrumentation and automation, rotating equipment, valves and valve actuation, purification, and thermal equipment. Relevant Industrial brings together the finest problem-solvers in the world: trained technicians, engineers, designers, and experts in a dozen other crafts focused on finding answers and delivering results. We sell parts and services, but our mission goes beyond that; we help customers realize new and better ways to operate more efficiently. Every solution we deliver is specialized and customized for each demanding situation a client presents to us.

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Chemical Management

Infinium and Amogy Team Up to Spearhead Green Ammonia and eFuels Solutions

Infinium | January 25, 2024

Leading eFuels provider Infinium and Amogy Inc. ("Amogy"), a pioneer of carbon-free, energy-dense power solutions, have entered into a memorandum of understanding (MOU) to explore opportunities to integrate their technologies and develop commercial applications across the eFuels and green ammonia value chain. Infinium and Amogy are also exploring collaborations with both Mitsubishi Heavy Industries (MHI) Group and SK Innovation for deployment of the integrated solution. To accelerate the decarbonization of heavy industry sectors, the companies will jointly study and identify the most suitable applications to deploy their eFuels and green ammonia solutions. A key focus of this collaboration is the potential integration of Amogy's ammonia-cracking technology to provide low-cost, accessible green hydrogen feedstock as an input to produce Infinium's eFuels. Infinium eFuels, also known as electrofuels or Power-to-X, are made from green hydrogen and waste carbon dioxide (CO2) in a proprietary process. Amogy's ammonia-cracking technology leverages its state-of-the-art catalyst materials to crack ammonia into hydrogen and nitrogen at lower reaction temperatures with high durability, reducing heating and maintenance requirements. Upon identifying promising applications, Infinium and Amogy will initiate strategic pilot programs, showcasing tangible and scalable implementations of their clean technology solutions. The partnership also entails the evaluation of additional opportunities for collaboration within the eFuels and ammonia spaces, with a focus on the development of commercial use cases. "Ingenuity and collaboration are critical to creating decarbonization solutions today. Our partnership with Amogy will go a long way toward helping advance our ability to rapidly scale the production of ultra-low carbon Infinium eFuels, including eSAF, eDiesel and eNaphtha," said Robert Schuetzle, CEO at Infinium. "We are thrilled to forge this alliance with Infinium. By uniting our expertise and resources, we aim to unlock innovative opportunities that will pave the way for sustainable solutions," says Seonghoon Woo, CEO of Amogy. "This partnership reflects a shared commitment to accelerating technologies that can contribute to the reduction of carbon emissions in the heavy industry sectors." Mitsubishi Heavy Industries (MHI) has invested in both Infinium and Amogy and is exploring potential collaboration for new solutions and applications in energy sector project development. "Decarbonizing heavy industries requires numerous approaches that can concurrently and collaboratively help mitigate greenhouse gas emissions," said Ricky Sakai, Senior Vice President of New Business Development at MHI of America. "We are excited to see how Amogy's emission-free, energy-dense ammonia solution and Infinium's proprietary eFuels production process might be aligned to overcome challenges and accelerate the global availability of commercial decarbonization solutions." SK Trading International (SKTI) invests in solutions that contribute to addressing climate change and environmental pollution and is an investor in Infinium while its parent company SK Innovation has invested in Amogy. "Our global goals to slow the warming of the planet require significant efforts so they can quickly scale, find synergies, and explore new pathways," said Hyunchol Park, Managing Director and Head of Global Trading at SKTI. "Infinium and Amogy are leaders in their progress and proven solutions, and I believe their partnership will result in the identification of breakthrough opportunities to expand and grow access to cleaner fuels." About Infinium Infinium is an electrofuels provider on a mission to decarbonize the world. Electrofuels are a new class of synthetic fuels made using renewable power and waste carbon dioxide, not petroleum or resources needed to produce food. Infinium electrofuels can be dropped into existing trucks, planes and ships, significantly reducing harmful carbon dioxide emissions compared to fossil-based fuels. In addition to helping the transport industry meet carbon reduction goals, Infinium electrofuels are a lower carbon alternative for chemical processing, including plastics production. About Amogy Founded in 2020, Amogy is on a mission to unlock the potential of ammonia as a clean energy source, accelerating the global journey to Net Zero and sustaining future generations. With a presence in Brooklyn, Houston, Norway, and Singapore, Amogy is developing fully integrated ammonia-to-power systems to enable the decarbonization of the hard-to-abate sectors, such as shipping, power generation, and heavy-duty transportation.

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Chemical Management

LyondellBasell Launches Petrothene T3XL7420: A Revolutionary Polymer Compound for Optimized Manufacturing

LyondellBasell | January 24, 2024

LyondellBasell (LYB), a global leader in the chemical industry, is proud to announce the release of a cross-linkable, all-in-one flame-retardant compound, Petrothene T3XL7420, which is expected to deliver considerable cost savings while streamlining manufacturing processes. This new product offering also improves the quality of end products for wire producers in the automotive and appliance industries. Based on customer demand and industry need, LyondellBasell designed this innovative compound to address the need to optimize production line speeds and enhance manufacturing efficiency. Petrothene T3XL7420, is specifically formulated for use in Society of Automotive Engineers (SAE) primary wire applications, International Organization for Standardization (ISO) thin wall applications, and Underwriters Laboratories (UL) and Canadian Standards Association (CSA) appliance wire. Petrothene T3XL7420 offers several benefits that make it an attractive option for wire producers, including enhanced cure kinetics, increased stiffness for easier small gauge wire assembly and better barrier performance compared to other Petrothene XL. "Developing innovative solutions to address the ever-evolving needs of our customers is an important aspect of how we operate and continue to grow our market share," said Palmer Giddings, vice president Polyolefins at LyondellBasell. "Providing cost effective and efficient solutions that are UL and CSA certified, gives us a market advantage for this one-of-a-kind solution." Petrothene T3XL7420 has undergone rigorous testing and certification processes to ensure its quality and reliability. With this latest development, LyondellBasell reinforces its position as a leading provider of innovative solutions for the wire and cable industry and expects this compound to become the product of choice for a wide range of automotive and appliance wiring applications. About LyondellBasell We are LyondellBasell – a leader in the global chemical industry creating solutions for everyday sustainable living. Through advanced technology and focused investments, we are enabling a circular and low carbon economy. Across all we do, we aim to unlock value for our customers, investors and society. As one of the world's largest producers of polymers and a leader in polyolefin technologies, we develop, manufacture and market high-quality and innovative products for applications ranging from sustainable transportation and food safety to clean water and quality healthcare.

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