Optimizing and Automating Lead Generation and a Sales Funnel
Problem: The process from lead generation to close of sale for the Women Writers School Blogging Course was extremely labor intensive and not profitable enough. Closing the sale depended on the client attending a webinar because the test sales page copy and content just weren't compelling enough.
The Old 'Kickstart Your Blog' Sales Page
This page was good enough to run a test sale with a webinar to prove that there was a market for it, but there were no conversions from those who didn't attend a webinar.
Here's what needed to change:
1. Design is dull, color needs to be used much better
2. Copy in top section might put clients off/they might not be able to relate to it
3. Potential clients might not have ever taken an online course before so they need much more information about what it will be like/how it will work
4. Whilst the concept of a blogging course for women writers proved to be of interest to the market, the product needed a stronger identity and angle to differentiate itself from the competition.
Diagram of Optimized Funnel and Sales Page
This diagram shows how the new set up will use Facebook Ads to disseminate a 'content magnet' in the form of a guide and workbook titled Start Blogging Like a Feminist (in exchange for email list sign ups), then a series of educational/motivational emails, then ideally a final visit to the sales page where the client signs up.
Facebook Ads Video
This video is the content I used as the first test case on Facebook Ads.
Additional Credits: Cover Photo, Martyn Smith; Cover Overlay: Regina Anaejionu
The Email Funnel
Below is a screenshot of the first email in the series sent to those who signed up to receive the Start Blogging Like a Feminist ebook. This series aimed to motivate users to follow through to sign up for the course by the time they received the forth and final email in the series.
The Sales Page
In this sales page, all the problems of the test page have been addressed.
1. There's a much more attractive use of colour and a more varied design.
2. Having run the course once, I was able to better articulate the perceived barriers to blogging (time, know how) and how I'd help clients overcome them (see the early copy sections).
3. Much more description (visual and verbal) is given about how the course works (including the tour of the VLE in the video).
4. I gave the course an eye-catching, striking identity by introducing the Feminist angle on blogging.
