Brave Thinking Institute
BTI utilizes a long-form funnel marketing strategy for life coaching services, training, and events. I worked full-time remote for them (before the pandemic) and did a ton of landing pages (with a strategic focus on responsive design with 60% mobile traffic), branding integration pages for the company rebrand, banners, social media ads, and affiliate marketing visual design support.
THE ROI ON SIMPLICITY
The entry-point for the live event sales funnel needed a complete redesign, and with it, a performance boost. The old page was dated, soft, and clunky. I studied some of the UX aspects of the page and what users tend toward and did many different versions of an entry-point page along with A/B testing each one.
When we landed on this design, opt-ins increased by 14.8% overall, with a 57% conversion increase thru the secondary tier of the funnel.
THERE'S MORE
Here are some other tested landing pages that performed well within their funnels. You can expand each one to see the full length layout of the page.
DIGITAL ADS
I conceptualized a wide variety of ad units for Google Ads, Facebook (when that hellish 20% rule on text content was in effect), and Instagram ad placements. Burn rate is particularly high in this category, so the “refresh” was pretty constant.
That said, rotation was so fast that ads were never up long enough to get a solid grasp on performance numbers, but here are some with the highest CTRs.
DON'T JUDGE AN eBOOK...
The challenge with eBooks in general is that we do judge them by their cover. They offer little to no perceived value from a visual perspective to the user to help drive conversions. I was tasked to change that by redesigning existing book covers, as well as new books in their entirety.
The results were a 12% increase in eBook opt-ins with an overall increase of 17% funnel conversions.
