Consultant-led Online Course
Virtual course & training for Businesses & Individuals
Selling complex ideas with simplified language
Positioning, USP, Landing Pages & Whitepaper
Overview
This client had an incredible track record of satisfied past attendees, stellar reviews, big press features and—we tried the course out—it really worked. But word of mouth wasn’t driving enough ticket sales, and the website conversion rate was surprisingly low. We suspected there was a challenge in how the course was being communicated—and that there was a disconnect in how the audience understood what they'd be getting.
The Project
We began as we always do with research, and in our first round of customer interviews we uncovered the snag points in communication. By designating a new category and calling it an "immersive virtual learning experience", customers were a bit intimidated and didn't quite know what to expect. We re-wrote the materials with a focus on clarity—calling it what it is—and created two paths for buyers: one for individuals and one for businesses and groups.
The Results
As a result of our re-write, our second round of validation showed a gigantic shift. Previously 100% of our interviewees had said "would not buy/do not understand."
In our validation round, we had 100% say some version of "OHHHH Now I get it! This is cool!"—a complete turnaround and full buy-in, something we rarely get. The team saw an immediate uptake in conversions and sales, as well as a reduction in overall speed from visit to conversion.
Before & After
Holy simplification, Batman!
"P&Co helped us unlock things that were holding us up, just because we were too close to see it objectively. They put it better than we could after years of trying and now it’s so simple and clear."
Get more customers.
*and your first name so we can say 'Hey Tim!'
