Creating RamseyTrusted Pro's End-to-End Experience
Redesign of an e-commerce website to improve navigation, increase conversion rates, and enhance the overall shopping experience. The project aimed to create a more visually appealing and user-friendly platform to drive sales and customer satisfaction.
Nashville, TN
Finance
$45 Million (2024)
1,000+
Challenge
The challenge was a big one – Our program was making money, but we had been in a slow decline for years. My team's job was to turn that around.
Results
The results spoke for themselves. We were able to identify our customers' most important needs, and determine needs that they hadn't even thought of yet. We also equipped internal customers/stakeholders to retain users already in the door, and to sell the program better.
+35%
Increase in Lead to Hire
$50M
In revenue over 3 years
High ROAS
– 30% higher than other teams
"Blake combines strong craftsmanship and critical thinking to solve business problems through his wide range of creative skills."
– Richard Prince
Marketing Director | Ramsey Solutions
Process
Research & Analysis: My team started work by mapping a Pro's journey from: Entry Into the Program -> Success -> Drop Out. Through that work and interviewing past and present users, we took away key factors in each major area of the business that would directly impact the program/Pro success. I led the teams who addressed our top 3 opportunities, providing metrics and reporting to leadership along the way.
Opportunity 1: Web Experience Overhaul
The program's entire web experience was extremely dated, slow, and hadn't scaled to meet the current needs of the business. This led to:
An updated site map and landing pages with specific purpose.
Auditing the information on landing pages for accuracy and effectiveness.
Updating all forms to multi-step, addressing form drop off and usability.
Deep dive into SEO to increase organic traffic.
Using content and ads to target the right audience increasing lead to hire.
Opportunity 2: Pro Retention
My team helped identify when pros were leaving the program, and why. This turned out to be a huge opportunity, because solving this help alleviate stress on marketing and sales – and we had great metrics around what would directly impact pros staying that we were able to leverage to prioritize work. This led to:
A dedicated pro coach. This coach maintaining contact through the first 3 months increased 6 month retention rate by nearly 50%.
New communication strategy: Previously, pros only heard from us if there was something wrong – we wanted to preemptively reach out to make sure pros weren't harboring and stewing on issues.
Recognition as an incentive! Crazy, right? Pros wanted to be recognized amongst their peers for good work. When this was implemented, we saw an increase in both overall program satisfaction and pro output.
Providing pros tools – graphics, white papers, and messaging
Opportunity 3: Drastically Change Sales Process
Sales was a black box when this started, but eventually our team was able to learn what tactics worked well along-side the sales team. We set up weekly connects with sales to report on progress and show new potential ways to leverage their skills. This led to:
Testing and implementing Prezi to make presentations more compelling, and give the marketing teams the ability to watch calls and dictate the look and feel of presentations.
Determining the best way to reach out to potential customers based off of the customer persona.
Identifying the best time to sale different programs – this would allow the team to be reallocated to different areas depending on timing.
Conclusion
Through listening to our customers, defining success, and learning what our key metrics to track were, the teams I led were able to hit our goals all three years I was there. Because we hit the goals, pros were happy, the business was happy, and our team won internal rewards for our success.
