Case Study: Heart of Dating
Heart of Dating (HOD) is a Christian dating platform led by author, dating coach, and podcast host Kait Warman.
Kait hired me to write a Custom Sales Page for her dating membership, Drop The Hanky.
Project Overview
The original Sales Page written for the Drop The Hanky Membership Program seemed to attract low-quality applicants, making it extremely difficult to retain members and justify raising the membership's outdated price.
Kait's team was also fielding a lot of questions in their inbox and Instagram DMs, demonstrating that potential members were confused by the information they were reading on the Sales Page.
Kait's NEW Sales Page is clear, compelling, and communicates a luxurious experience for Christian daters.
Our Goals
Here's what I strategized to improve the perceived value of the Drop The Hanky dating membership, prequalify potential customers, and reduce friction in the sales funnel.
Give Clear Details
Clarity is everything when it comes to a Sales Page! Kait's old copy was missing some crucial information about the membership, leading to a lot of questions from confused customers. I wrote new copy to clearly communicate the inclusions of the membership, explain how the program works, break down all payment plan options, and answer common FAQs.
Reach Two Audiences
While the Drop The Hanky membership was designed for one overarching audience (Christian daters), Heart of Dating wanted to target men and women separately on the same Sales Page. I collaborated with Kate and her incredible web developer Beachside Studio to create an animated Sales Page with alternative text and headlines that spoke to men or women, which could be toggled using a button at the top of the screen.
Demonstrate Value
Succinct copy makes a Sales Page look more expensive! To help HOD justify raising prices for the Drop The Hanky membership and improve its perceived value, I created a streamlined Sales Page separated into sections that were fun to read and luxurious to look at. I used compelling, approachable headlines and callouts to appeal to a younger demographic and reduce any vulnerable feelings of hesitation around signing up for a dating program.
Attract Quality Applicants
Female Drop The Hanky daters often reported a low number of quality male daters in the program. To help draw a higher caliber of members to the membership, I improved the emotional storytelling on the Sales Page to speak directly to a more committed audience, using bold qualifying statements to attract more of the right customers while gently helping the wrong customers to exit.
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Kait Warman, Heart of Dating
Ready to invest in a custom Sales Page of your own?
I'd love to help you boost the value of your online course, digital product, membership, or coaching program! Here's what you'll get when you work with me.
Projects Include:
In-Depth Brand Analysis
Intensive Strategy Calls
Custom Copy for Your New Sales Page
2 Rounds of Revisions
Collaborative Support from Kristen
