Case Study: Online Funnel Optimization (reduced support burdens, restored client relationships)

At iPEC, the curriculum team got in touch with me and asked for a favor. One new part of our online course was behind schedule—so the students were getting to this section, eager to continue, and the coursework wasn't available.

They started bombarding the support team with tickets, anxiously asking for the material. In order to troubleshoot in the best way possible, I asked for all the details—I wanted to know if any messages had gone out to students so far, any other considerations I needed to know, and when the course would be ready.

I also wanted to understand the main goal which was. We established, it for the students to be at peace, have new, appropriate expectations, and know which next action to take in their coursework.

While this message and funnel optimization wouldn't be directly focused on a monetary sale, I absolutely used digital marketing strategy, messaging strategy, and conversion focused copy to resonate with the reader and invite a specific call to action.

And there was a bit of delicacy involved, because we didn't have concrete details on when the course would be ready.

So I drafted this email for all affected students.

I also drafted copy for all relevant sections of the funnel, so any students coming to this section in the future would know what to expect at the outset. 

After the email was sent (and all relevant funnel sections were updated), support requests dropped back to normal levels, and I heard the next client webinar was the most peaceful the company had seen in a long time.

And everyone breathed a huge sigh of relief.

If you’d like help reducing customer confusion, and increasing engagement, get in touch.