Case Study: My Divorce Solution
A tailored plan to increase lead conversion rates, with our Roadmap package
My Divorce Solution reached out to us because they wanted to turn more of their leads into clients.
As a high-ticket professional service business reaching maximum client capacity, they had already set in motion plans to grow their team. But, they needed to increase their sales to meet the growing capacity.
They knew that effectively nurturing their leads throughout the sales cycle would yield a higher number of paying clients - and that’s where they brought us in to assist.
They had two primary goals for working with us:
Increase the conversion rate from lead to client in their existing sales funnel
Track user interactions, so they could understand which emails, phone calls, etc. resulted in more conversions
Since they had an existing sales process, automations, and a regular newsletter already set up, we determined our Roadmap package was the best fit to get them started.
The Roadmap: an audit, recommendations, and a plan
The Roadmap project is a relatively short engagement designed to give our clients a strategic and implementable plan. As part of the Roadmap, we audit all of the systems in their lead journey, including their website, email automations, campaigns, and more.
We also talk to our clients over the course of several sessions to deeply understand their business, and their goals. And we wrap all of this up in a set of recommendations and an implementation plan based on our 5+ years of experience in email marketing and marketing automation.
Mapping out the lead funnel
With many of our clients, the value of a Roadmap lies in getting a fresh set of eyes on their existing processes.
In particular, we take the time to actually experience the lead journey - taking each action a user could take:
we sign up on the client’s website and record what new leads receive
we complete subsequent actions like making a purchase or booking an assessment call, to record what follow-ups are received
Then, we map this entire workflow (including images, links, and notes) onto a digital whiteboard. We find most clients haven’t documented this in years (if ever) - and it can be an eye-opener.
A snapshot of the workflow map with user journey steps, screenshots, and automations
For example, through our user journey testing, we identified a significant gap: My Divorce Solution wasn’t sending automated follow-up emails to people who started but didn’t finish their website’s online assessment quiz. This provided an easy win for My Divorce Solution to capture and interact with more leads - without much work.
Tailored recommendations
A fresh set of eyes also means we can see content from a new lead’s perspective. For example, we often find that because our clients are so “in the weeds” of their business, they write emails that don’t have enough information, or are way too complicated.
For My Divorce Solution, we recommended rewriting some of their emails and landing pages to provide leads more guidance on the sales process - to build trust and improve conversion rates.
A sample slide from the final Roadmap presentation
We also based our recommendations on the actual open and click rate data of emails in the user journey. For My Divorce Solution, our analysis showed that links to educational resources like blog posts or FAQs about divorce received greater engagement, indicating that their audience was hungry to read more - even after having met with the team for an assessment call.
And finally, we presented an analytics plan to help My Divorce Solution track and report on all of the points in their customer journey, whether opening an automated email, clicking the CTA in a 1:1 email from the sales team, or taking action via their custom user portal.
This kind of analytics plan would enable them to understand which interactions (like clicking email links or taking specific actions) contributed to their leads becoming paying clients.
The result - a plan for growth
All of these recommendations were presented to My Divorce Solution in a consolidated and clear plan for how to move forward, with plenty of room for discussion. And because we had done our research, My Divorce Solution knew that our proposal was based on real data and insights, not predictions.
The team was really impressed by the depth of our audit. Murphy, their lead Marketing Strategist, said during the presentation call:
“Jacob, I want to commend you - you are a brilliant thinker, you were very thorough, and you presented some really great opportunities for us today that I don’t think we thought of”.
“From our first call, Jacob conveyed his expertise and professionalism. He was instrumental in helping us begin the daunting process of optimizing our lead funnel with ActiveCampaign.”
Murphy Funkhouser, Marketing Strategist at My Divorce Solution
