Khrustalny
A school of suburban development
Khrustalny is a school of suburban development. The client came with a fairly broad brief: sales of the course needed to be set up.
There was no ready funnel and no clear sales mechanism to start from. So the work began not with ad accounts and not with redoing the landing page, but with a more basic question: what should the client’s path from first contact to purchase actually look like.
Context
The course is a complex educational product with a high barrier to entry. An ad and a page with the curriculum are not enough: a prospective client first has to understand the value of the approach, see the team’s expertise, and get enough reasons to move to a purchase.
Together with an online-course producer we looked for a format that could solve this and still scale afterwards.
Do not promote the course — first work out how to sell it
Build a system that does not simply drive traffic to a course page, but introduces the audience to the product step by step, opens up its value, and turns interest into an enquiry and a sale.
Approach
Design the selling mechanism first
Instead of promoting the course directly we built a webinar model. The webinar became the centre of the funnel: through it a prospective client met the subject, the experts and the school’s approach, and only then came to the course offer.
That meant we were not trying to sell a complex product in a single ad contact, and it gave time to build trust and explain the value of the training.
Build the whole path around one logic
We built the webinar system itself, the offer and the structure of the interaction with the audience. I was responsible for the logic and meaning of the communication, for the way the programme and the speakers were presented, for the landing page and for paid acquisition.
From the start the webinar was treated not only as a one-off launch, but as the basis for moving to an evergreen webinar model later.
Test the system with a real launch
Once the funnel was ready we launched paid acquisition and tested it on a real audience rather than at the level of hypotheses.
Closing enquiries into sales sat with the client’s team — our work covered the acquisition system and bringing a prospect as far as an enquiry.
What I did
The work was done together with an online-course producer: we designed the sales system jointly, while my area was above all the marketing logic, the communication and audience acquisition.
Outcome
The first launch brought about 330 registrations; around 40% of those registered attended the webinar; roughly 10% of attendees left an enquiry for a consultation; and working through those enquiries the client’s team made 8 course sales.
The launch plan was met on less paid acquisition spend than had been budgeted.
The main outcome was not the ad campaign itself, but that an initial request to “help sell the course” was turned into a working sales system — one that met the plan for the first launch and gave a basis for scaling.
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