I want to share with you today a couple of changes I made to my NCLEX Tutor website and how those changes worked.
Here was the visitor flow before.
Step 1 –
A qualified visitor fills out a form detailing their Nursing student history.
Step 2 –
Follow up email from us – letting them know we received the email. Making sure they had the required book in order to take the assessment tests.
Step 3 –
They responded they did have it, we would respond letting them know to take three assessment tests, email them to us and then we would let them know what would happen moving forward.
Step 4 –
They email the results to us / we send them a spreadsheet and a calendar.
Step 5 – hopefully they ordered.
So why the long process. One thing we wanted to do was to filter out a couple of things. Our program requires the student do a certain amount of work. We can tutor them 20 sessions a week, but if they don’t put some effort into studying then it won’t matter. We are providing them with something valuable as a freebie (they get an assessment and a calendar and spreadsheet highlighting what they need to study).
What Changed / Why I changed it
We monitor sales and ad spend very closely. We want to make a profit with our advertising, like you do (I hope). We had a week where we spent a few hundred bucks and hadn’t made a single sale. So we paused the ads and reviewed things – what could we tweak to make things work better.
I decided to work first on the system we used (the steps above).
We decided to smooth things out a bit and showcase what we’re doing for the student.
We decided instead of emailing results in Step 4, we would segment things. We Emailed them the spreadsheet with a note. To better serve you and create a perfect calendar we need to call you so we can ask you some more questions about what your situation is. We would give them some times to schedule the phone call and then we would call the student. During the conversation, we would learn more about the student, talk to them about creating the tutor program and more importantly speak with them about the different solutions we offered them.
After the call we would email them with the calendar and a discount code – the code included a time limit.
We emailed two customers in our pipeline and telephoned them, sent the calendar and had two new customers. So we have restarted the ad campaign, again we’ll keep you updated.
So how can you implement this?
- Try to offer a freebie that allows you to telephone the customer. Doing this lets your prospective student (or their parents) how well you do your job.
- Make your freebie something that is useful and will help them even if they don’t decide to tutor with you.
- One thing we’ll be working on is shrinking the filter a little – just like anything else you’ll want to fine tune this as you grow your business.
Questions / Comments, we would love to hear from you.