Uncertainty Experts

Virtual course & training for Businesses & Individuals

{ Get more, better leads }

keep it clear • build trust • make sales • have fun • keep it simple • keep it clear • build trust • make sales • have fun • keep it simple • keep it clear  • build trust • make sales • have fun • keep it simple • keep it clear • build trust • make sales • have fun • keep it simple • keep it clear • build trust • make sales • have fun • keep it simple • keep it clear • build trust • make sales • have fun • keep it simple

Selling complex ideas with simplified language

Positioning, USP, Landing Pages & Whitepaper

Overview

Uncertainty Experts had an incredible track record of satisfied past attendees, stellar reviews, big press features and—we tried it 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 documentary", 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. With companies like NIKE, Netflix and LEGO already satisfied customers (and with features in Forbes, Business Insider and Time Out), Uncertainty Experts was poised to sell out.

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.

A shift in platform meant the buying experience was changed and the grand relaunch has not yet happened so results are limited as of today.

Before & After

A peek at the original home page
Our mockup of an updated home page
An early draft of the B2B page

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."

Sam, Uncertainty Experts

Make more sales.

*and your first name so we can say 'Hey Alice!'

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Ethical selling. Powered by design thinking & damn good copy. No convincing required.

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