KRM Digital is an Orkney-based agency run by Kyle Rushton McGregor. Kyle is a GA4 and analytics consultant who is a whizz at everything you need to know about Google’s product suite.
As Google decided to sunset Universal Analytics as part of their transition to Google Analytics 4, I worked with Kyle to write the landing page and thank you page copy for his GA4 training course. We knew this would be a key time for people to level up their GA4 skills and prepare for this transition.
Starting with customer research to tap into people’s emotional state
The project started with a research phase, understanding the impact Kyle’s training had on people, and gathering wider data on emotional sentiment toward the Universal Analytics to GA4 transition. This then laid the foundation for writing course landing page copy that connected with Kyle’s target audiences’ current experiences, emotions, challenges, and goals.
Writing personality-filled copy to drive course sales
When writing the new course landing page copy, I made sure it was filled with personality. I was keen to make sure the copy reflected Kyle’s character, making sure anyone who knew him would read the page and get a real sense of Kyle’s personality shining through the words.
We also used the landing page to give people a taste of what to expect from the course. The reason for this was twofold. 1. By giving people an insight into the course through teaser video and annotated screenshots, it helped ease hesitations for anyone who was on the fence about purchasing. 2. It gave people confidence in what they were buying, making it easier for them to say “yes”.
Carrying the excitement through to the Thank You page
The course-buying experience doesn’t stop at the landing page. To really welcome people into your online course, you want to think about the impact at every stage of the journey. This includes your Thank You page, a welcome email, and any ongoing support you can provide while they’re completing the course.
As part of this project, I worked with Kyle to freshen up his course ‘thank you’ page too. Kyle wanted people to feel excited to take the course so we brought this to life through the copy.
I also recognised an opportunity to use the thank you page to encourage people to share their commitment with others and encourage more people to try the course. So, I added a content block focused on building referrals and engagement.
Underneath this, I recommended we add a thank you page survey to help us understand people’s motivations for buying the course. This meant Kyle could start building valuable customer data to inform how he can improve the course content and tailor his messaging and services to customer needs. It also meant we could see what changes we needed to make to the course landing page copy to better speak to customer’s experiences.
As soon as Kyle relaunched his GA4 course, he had an instant sign-up. The person signing up filled out the thank you page survey, showing this had great potential for gathering insights.
How Kyle felt before vs after hiring me to write his course sales page copy
Before working together, Kyle described how he was struggling to put the value of his course into words. He stated:
“I knew I had a course that reached a particular niche, was high quality and would provide value. But what I really struggled with was putting that in to words in a way that would drive conversions on a landing page. I was almost a little embarrassed with my page.”
After working together, he reflected on his new course landing page copy. During this, he shared:
“I went from embarrasment to pride – Tasmin produced a landing page that was completely optimised for conversions. What I really liked was that it was in my voice too – it wasn’t stuffy, it was me! I had lots of positive feedback from the page.”
Achieving a 150% uplift in sales
The new course landing page copy performed exceptionally well, resulting in a 150% uplift in conversions. This increase in course sales meant Kyle was able to help even more people get to grips with GA4.
Sneak peek at the copy delivered
