We received a request from Ayshe Borseitova, the philologist and author of the innovative method of learning English.

The task was to create a free online master class webpage to collect applications from those who wanted to learn English, give them simple and interesting learning techniques and then invite them to a paid course.

We created a landing page, launched it in advertising, and achieved a conversion rate of 37%.

How we made it was possible you can read below.

Analysis of the landing

Screen 1. Business card

The main screen – the first thing people see when they go to the landing.

The way it is designed and the information on it determines whether or not people will read on and take the desired action..

In this screen, we’ve answered 3 basic questions about the product:

– What it is – a free online English with Love workshop.
– When is it held – March 9 at 19:00 Kyiv/20:00 MSC
– Why it’s worth coming – to learn 6 simple and exciting learning techniques to master your english .

Besides that, we visualized one of the main problems of those who learn English – I understand everything, but I am afraid of speaking. The message was taken from the best ads we had run before – it collected the most bids.

We also used description of the master class:
– 6 simple and interesting techniques.
– Expand your vocabulary by 3-5 times in 2 hours.

If there is specificity on the landing and especially in the first screen – it always increases the conversion rate.

This was what the first screen of Aishe’s landing page looked like:

Screen 2. Bonus + timer

As the tests show, the bonus with a timer is an accelerator for a deal on the landing page.

The main thing: people should want this bonus even separately, without registering for the master class.

On this landing, we gave out “50 live dialogues” in English. By downloading it, a person will be able to speak in basic life situations.

Here’s what that screen looked like:

Screen 3. Pains

In this screen, we showed the most noticeable pains of english learners.

The main problem we used was “How many times have you started learning English, but nothing worked out”.

We further pointed out the obstacles people see to not only attending classes, but also to learning and speaking the language:
– Confusion with grammar and pronunciation
– Difficulty learning words
– Boredom, difficulty concentrating
– no ability

Important! You don’t have to make anything up in this block.

Find out what words your target audience uses to describe their pains and obstacles: on social networks, to friends, to English teachers, and use them on the landing page.

By seeing the problems described in their words, people will recognize themselves more quickly, which means they’re more likely to leave an application.

Screen 4. Taking Responsibility

1 – There is nothing wrong with you

It is important to let the person know that it is not his fault that he is not succeeding. The “fault” is the wrong approach, which led him astray from the right path and prevented him from learning the language.

2 – The promise that it will be easy now.

With the new approach, a person can learn a language and become fluent in as little as 3 months. Those who have been learning English for years to no avail are sure to be interested in such an offer.

At the very least, they will want to look at a method that gives quick results.

3 – Challenge.

The question “Want to bet?” challenges a person to check it out, make sure, try it, even you can do it. The challenge is often one you want to take.

Screen 5. Getting to know the speaker

It’s important not just to give the facts about the speaker, but to introduce him\her – with specifics and emotion in the description.

This is what we did on this landing page: we used numerical indicators of expertise and emotional phrases like “I break patterns and fall in love with English”, “you can learn in minutes”.

This is what that screen looked like:

Screen 6. Results

In this block, we have described in detail and specifically what a person will learn already in a free master class.

When he sees how much valuable knowledge and skills he can get for free and that with these techniques he can finally learn English, even if he hasn’t been able to for years, it’s a payoff.

Screen 7. The Future

In this block we have drawn the desired “after learned” — the opportunities he will have if he learns English.

This block is necessary because this is what the person comes to the site for. In essence, he does not want tools or the product itself – he wants to benefit, improve his life, change his destiny.

The future needs to be painted as brightly as possible so that he wants to get there with the help of the product.

Screen 8. Call to action + bonus

At the end of the landing page, we gave a final call to action and a reminder of the opportunity to get a bonus.

This is so that the person who views the entire landing page doesn’t have to go back to the top looking for the signup button. No one is going to do that.

There is no final call to action – a person can just read and close the page.

The final call to action on the landing page looked like this:

Result

At the moment, the conversion rate of this landing page is 37%. In 2 months of regular launches, the page has collected 60,478 applications for the free master class.