Overview
Since 2018 I practice Kung Fu and Tai Chi Chuan in an academy here in Curitiba, the JingWu.
With the pandemic, the business had many problems. And along with the crisis, the master, professor Jorge, looked for different sources of income while the academy was closed due to the sanitary regulations. He realized he could make online courses (katis or forms) and sell to whoever wanted to practice at home, through an online platform.
You have to do a research inside the website to find all the courses.
For those who don’t know, the “katis or taolus” are a sequence of martial movements (similar to a coreography), where each movement has an application in self defense.
In this video below, you can see a small application from a kati called Jou Mah, done by Master Jorge:
As you can see, the Master decided to put on the internet his 40 year old knowledge and Kung Fu experience, to make some money.
The problem
In this case is: There were no expressive sales. Even his own students did not want to buy the online courses. Most of them just wanted to practice at the academy.
Jorge learned about digital marketing, how to record videos, how to speak and how to create online courses inside the platform. But the most important point – to know what his target audience really wanted – he left behind. He insisted in teaching people what he wanted them to learn.
The process
First results
The page had accesses, but without clicks. Analysing hotjar, probably the users did not perceive the boxes as buttons.
After some modifications and analysis, we understood that these courses did not interest the users that visit the academy’s website.
Inside the Hotmart platform, the sales have increased. Mostly the beginner’s course, that led the sales immediately after its launch.
We tested a Self Defense workshop in the academy, where we had 12 participants to contribute with ideas and questions. Now it is time to film the exercises.
- With the interviews, I could notice that the courses content is very well structured, with only a few details to improve;
- So, we understand that is about the way the students perceive the value of the courses or the way they do not find the courses easily;
- We also have the issue “Marketing”, where a bigger adverstisement is necessary to reach other targets. This is why a place where the courses are all centralized and organized is important.
Beginner's course
The beginner’s course became the most sold course at Hotmart. Compared to all the available courses, this is the first one. But as it is a cheaper one, does not bring much revenue.
The one that brings the biggest revenue is the “Tun Da”, the second in sequence of apprenticeship.
Value proposition
After all those researches and analysis, I determined some values the business has to bring to their online students:
- Online courses from basic to advanced, to students of all levels, including self defense;
- Main website (as a library), cataloging and providing easy access to all courses;
- Montly subscription, with access to a group of courses for a limited time, or the course individual purchase;
- Courses with affordable prices and easy payment methods;
- It is necessary to separate the presential service from online service in different platforms, to avoid confusing the users.
Thus, a separated webpage, like a “library”, with easy access to all Master Jorge’s courses, with a different domain, related to his name, will redirect only to the business online branch.
From now on, the professor will be able to advertise his courses and expand the offer to those that are evolving and becoming advanced. We hope to bring fixed montly revenues to him just with online courses, which now is only extra money.
Final product
This website was built on a WordPress pre made theme, where I adapted according to my needs.
- It was supposed to look like a Landing Page;
- To be minimalist;
- Focus on CTA’s and redirect people to the Hotmart platform;
- Focus on the Begginer’s course;
- Divide into categories and levels, to make it easier to find.
You can check the website here: https://jorgejefremovas.com.br
- Then, we are measuring the Google Analytics data, the Hotjar recordings and heatmaps.
- We will review the other courses already on Hotmart (there are more than 80 courses and we are launching only a few to test the performance) and add them to the list on the website.