A business owner was struggling to work out why people weren’t joining her programmes. She had two offerings that were a part of her core business strategy, both were to support her clients over longer periods and included time and support from herself every month. She couldn’t see why they were not engaging in the programmes, even though they demonstrated a very favourable return for anyone who joined.
Mapping the Journey
Through The Vantage Blueprint™, we mapped the business and user journey, discussing the current user flow and the steps through to reach the programmes. We didn’t try to fix anything, just put it down so we could see how big the picture really was. She had a goal in mind when we started the Blueprint, which was how do I get clients to my programmes.
The Issue Uncovered
We found that years of business history were getting people confused with the path to the programmes. There was too much noise upfront, because whenever the business owner did a new presentation or wanted to share a new offering, she would add a quiz to her website. The problem was context. People didn’t understand the context of what these quizzes could help them with, and there was a sale at the end of some (because that’s what they were intended for).
What was very clear to her, was lost to anyone else. She had many years of expertise that was getting in the way of introducing herself to her audience. It was like a brick wall, and you only could find a door if you did a quiz or provided her with something in order to get through.
Disjointed Communication
One of the loves of the business owner was coaching and education. She wanted to do more of that, but without leads into the programmes, it felt like it was wasting effort. She had introduced a workshop style sessions to give people access to her for free, which was a great first step to engagement. However, follow up communications were not consistently happening after these sessions to give potential clients the right options to engage with her and join the programme. It was too direct, and that was not what the session was about. People were getting lost again with the next steps, and often were not quite ready to proceed.
Promoting Resources
The business owner had written some amazing books, and these were being shared regularly from promotions done and were available via the website. What we found through the Blueprint is the books were not really promoted as an alternative if the person was not ready for the programmes. And that was a big opportunity lost, as it would allow her community to get to know her and build up confidence until they decided they needed her support.
The Outcome
During the mapping with The Vantage Blueprint™, the business owner asked for us to also provide her with a new map that showed the optimal path for her potential clients. We provided clarity of the user journey and realignment of the first touch points in order to nurture new leads in a way that they were ready.
Overall, the business owner had excellent clarity on the problem, a clearer path and some new opportunities that were untapped.