Recently I saw a thread on twitter from my friend Bernardo Feitosa where he dug into ‘cracking the engagement code’ for an online course he offers.
The Results: 5x more course participants engaged, and 16x more completed the course.
The thread covers how they did it – it was so valuable I asked him if I could turn it into this blog post – he said yes (obviously).
Note: If you want to see the original thread on Twitter you can do that here.
It all started with this masterful set-up:
We launched an online course, but we had a problem.— Bernardo Feitosa (@BernFeitosa) June 12, 2021
Only 15% of ppl started it.
Only 3% of ppl finished it.
For 30 days I made it my personal mission to crack the engagement code.
Today, we're at 88% course start and 50% completion rates.
Here's how 🧵 Hint: No, no cohorts.
Here are the following steps Bernardo outlined:
1. Commitment Form
1/ Commitment Form: If you want someone to do something, why not make them promise?
2. The Relentless Sequence
2/ The Relentless Sequence: There’s only ONE goal to this sequence: sign the commitment form.
I won’t show a single piece of content from the course before they commit to completing it. Getting this level of buy-in from every student was a game-changer.
3. The Magic Email
3/ The MAGIC email: “Is everything OK?” We’ve delivered emails over 10M times, and in all of that history, one email has the highest response rate ever… This is it:
3.5/ This “Magic” email is so good that every day I see new replies in our inbox, with customers saying how grateful they are that we’re following up.
4. SMS Reminders
4/ SMS Reminders Because our course is a daily challenge, we send daily SMS. For a regular course weekly might be better.
So it wouldn’t be annoying, we had people opt-in to these via the commitment form. 60% of all students say YES to daily SMS.
5. Lessons Learned
5/ Lessons I learned:
* It was worth it. Our upsell rate has doubled. Not doing that would have been leaving money on the table.
* Don’t be afraid to follow up. Clients actually appreciate it. You’re helping them.
* Keep it simple. Don’t overwhelm them with too many steps.
6. Why not a cohort?
6/ We have a high-ticket cohort based course with 90%+ completion rates. Cohorts are the best to maximize completion rates.
For this lower-ticket course, we needed the strategy to be evergreen.
7. What was the Tech Stack?
7/ Tech stack:
Want it done for you? A top notch consultant like Brian Keith can help you implement.