The Speaker Lab
The Speaker Lab is a collection of resources and coursework that teaches people how to become paid speakers. They offers a free podcast, one-on-one coaching, digital courses, and recently a book.
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The Problem
Thespeakerlab.com had a high-bounce rate for its website traffic, even though it is seen as the thought leader in the niche and had testimonials to prove the coursework produced results.
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The Goal
My goal was to identify the motivations of their core website visitors and customers, ensure they could easily access the resources, and create additional resources if necessary. create content that resonated with them, and create a resource that improved their experience of his site.
This would be measured by a return on ad-spend north of 250%.
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My Role
As the Marketing and UX Analyst, my responsibilities included website auditing, user research, journey mapping, & usability testing of the final product.
Interviewing Users
My primary research involved reaching out to the previous and potential customers of The Speaker Lab’s program and holding both one-on-one interviews as well as surveys to identify patterns and common pain points. Next, I created an affinity map of different users and their likely motivations for public speaking. This served as the foundation for my avatar creation.
Avatars
After compiling their pain points, solutions, and beliefs, I created two avatars that would represent the initial users I would be targeting: Jemma, a successful entrepreneur who wants to leverage her expertise in dog training to teach people how to be in control of their pets and their own lives. And Chris, an insurance manager who wants to pursue public speaking to help people improve their lives by implementing productivity habits.
Avatar 1
Avatar 2
Content Testing: A 3 step process.
WHY??? I tested content to identify…. to improve the quality of customers and users visiting The Speaker Lab website. Prequalify users, best fits for the business.
In the first phase, I had graphics created with accompanying headlines. These graphics stopped the users in place as they scrolled through Facebook and Instagram. This was the first step in the attention-gaining process. These graphics are tested against each other to see which got the highest impression rate. The high impression rates equated to the graphic getting the most eyeballs at a reasonable cost per impression.
In the 2nd phase, I took the winning graphic and tested it with a combination of headlines. The purpose of each headline was to encapsulate a pain point or be solution-driven to the users who want to become paid public speakers. I measured the success of the headlines by their click-through rate. This metric told me what percentage of people resonated with the headline, and clicked “see more” to read the body copy of the ad. At this point, I had a winning image and headline combination that led to a higher Click-through-rate. I also ranked the headlines for effectiveness so that I had alternative options in the event of fatigue.
In the 3rd phase, multiple versions of long-form ad copy were created and tested. Each version of the copy was story-based used to make Grant appear to be an expert in the field, showcasing the story he’s telling, and making the audience's struggles feel relatable and conquered by Grant. In order to judge the success of the ad copy, I looked for 2 key things: How many users click the links in the body copy, and ultimately how many course sales it led to.
Ad-copy
Results
At the end of each month, I created a report with Google Data Studios that outlines all the key metrics I tracked. It measured our success and helped guide my strategy for the following months. The beginning of September was our baseline to see how existing assets performed. By the end of November, we had found measurable success with new creative assets and targets.
Before:
When I took on Grant as a client, he had a monthly ad spend of $24k but was only 145% return on ad spend.
After:
After two months of testing, tweaking, and creating, I managed to more than double Grant’s Return on ad-spend. I accomplished generating more sales and total sales value while spending 1/3rd of what we spent at our inception.