A significant challenge revolved around the dissemination of information across the internet regarding Marina's nail service expertise, leading to confusion among both existing and potential clients. This confusion hindered the formation of a comprehensive understanding of Marina as a skilled professional. The second challenge was the underperformance of Marina's online course sales on Instagram, her primary platform. This issue appeared to be linked to a moderate level of trust in Marina's professional credibility, possibly exacerbated by the ambiguity regarding her professional credentials and the course pricing, which was above the industry average.
To address these challenges, a multifaceted approach was employed:
Storytelling Format: To enable a gradual and comprehensive understanding of Marina, her information was presented in a storytelling format. This allowed users to get to know Marina both as a person and as a professional, thereby building trust over time.
Website Structuring: A strategic website structure was designed to provide answers to the most common client queries. After a thorough analysis of her business's weak points, I opted for the following structure: Home, About Me, Services, Requests, Reviews, and Contact.
Requests Page: Recognizing that Marina's website primarily targeted nail care professionals, a dedicated "Requests" page was created. This page offers immense value, as it addresses issues beyond the quality of nail services. It provides guidance on topics such as client communication, marketing strategies, pricing, and more. This feature aids prospective clients in determining the value of Marina's online course.
Optimized Online Course Sales: In selling the online course, we streamlined the content. Given the course's target audience of professionals with over a year of experience, we omitted extensive introductory information about services and Marina's credentials. Instead, the focus was placed on the course curriculum and two pricing options. To facilitate transactions, the payment system BePaid was integrated, offering global compatibility.
The resulting website boasts a minimalist design, complemented by engaging storytelling-style content. This approach allows users to form a holistic perception of Marina as a professional while fostering trust through the incorporation of social media icons (Instagram, Telegram), providing multiple perspectives on her expertise.
Most notably, the online course sales achieved significant success. Within a month of the website's launch, sales maintained a stable five to sevenfold increase over previous levels. Though a slight dip occurred in sales several months post-launch, the average sales volume has remained consistently three times higher than pre-website figures, demonstrating the enduring impact of our strategy.
If you're interested in delving further into the project and exploring details such as color schemes, design concepts, wireframes, my way of thinking on this project and more, feel free to scroll down a bit :)