Crimson SAT

Where your project stands

This is the running log of the project. Each day I add what I did, what I found, what I recommend and what comes next. I update it Monday to Friday. If anything needs your decision or OK, I'll email you about it.

What I need from you

Soonest first. Each one says how long it takes and why it matters. The ones that need clicking around come with step-by-step instructions.

Today, Tuesday Nov 3

Check the payment warning in Google Ads

Takes 5 minVery important

If the card on file fails, your ads stop, and so does everything we're testing.

Show me how
  1. Go to ads.google.com and sign in with the Google login you use for your ads.
  2. Click Billing in the left menu, then Payment methods.
  3. If a card shows a warning, update it, or add a new one and tick primary. Your bank may ask you to confirm the card.

Tomorrow, Wednesday Nov 4

OK to host the new page outside Wix

Takes 1 minVery important

Inside Wix the page would sit in a frame and load slowly. Your Wix site and booking calendar stay exactly as they are.

Reply "yes" on Upwork or by email.

Give me access to Google Tag Manager

Takes 5 minVery important

Tag Manager is the control panel that switches tracking on and off on your site. Without it I can't count what parents do on either page, so the test has no score.

Show me how
  1. Go to tagmanager.google.com. Sign in with the Google login you used when you set up the site tracking. If you see nothing, try your other Google logins.
  2. Click your account. You'll see a box with the code GTM-NTBPSWCS. That's your site.
  3. Click Admin at the top. In the Container column, click User Management.
  4. Click the blue + at the top right, then Add users.
  5. Type frederik@wordssoundsvisuals.com, tick Publish, and click Invite.
  6. If you don't see User Management, your login isn't an admin on that account. Try another login, or tell me and I'll walk you through it.

The day after, Thursday Nov 5

Tell me where crimsonsat.com is registered

Takes 2 minImportant

It lets the new page sit at go.crimsonsat.com. Without it the page gets a long temporary address, and tracking loses visitors when they jump to your booking calendar.

Show me how
  1. Find the receipt or renewal email for crimsonsat.com. It comes from whoever you pay for the domain, for example Wix, GoDaddy or Namecheap.
  2. Reply with that company's name. I'll send you the two lines to paste in, and where.

OK for a test booking

Takes 30 secHelpful

I'll book a slot on your calendar and cancel it straight away, so I can check that bookings get counted.

Reply "OK".

Friday Nov 6

Give me Standard access in Google Ads

Takes 3 minImportant

It lets me set up the split between the two pages. Standard access can't touch billing or other users.

Show me how
  1. Go to ads.google.com and sign in.
  2. Click Admin, then Access and security, then the blue +.
  3. Type frederik@wordssoundsvisuals.com, choose Standard, and send the invite.

Link Clarity to Google Ads

Takes 3 minHelpful

Clarity records how visitors move around your page. Linking it lets me watch only the visitors who came from your ads.

Show me how
  1. Go to clarity.microsoft.com and open the project called Crimson SAT.
  2. Click Settings, then Integrations, then Google Ads.
  3. Sign in with the Google login you use for Ads, and pick your Ads account.

Check the new lines on your page and answer a few questions

Takes 5 minImportant

I wrote these from your files and haven't heard them from you. I don't want a promise on your page that isn't true.

Show me how
  1. Open the new page. I added a line under the button, an hourly price next to the package, and a short box on what you never do: no automatic renewals, no sales calls after a no, and the same tutor every lesson. Tell me what to change.
  2. What should the main package cost and include? The preview says $7,500 for 30 hours.
  3. Does the guarantee start from the first practice test with you, with free coaching until the student gets there?
  4. How many new students a month can you take? The preview says 4.
  5. Can I use the 38-second video from your homepage?

Whenever you can

Tell me which week you'll be off with the baby

Takes 1 minHelpful

So the plan below has dates and I know when to stay quiet.

Reply with the week, even a rough one.

The log

TueNov 3

Research, funnel map and test plan

What I did

  • Looked at eight competitors: their pages, their free offers and the emails they send.
  • Read what parents complain about in competitors' reviews.
  • Wrote you a short read-out on what parents ask and fear.
  • Mapped your funnel from first click to paid student.
  • Wrote the test plan.
  • Checked Google Analytics.
  • Made changes to the new page (the preview only, not your live site).

What I found

  • Google Analytics counts visits but not enquiries. About 840 people visited in the last 90 days, 382 of them from your ads. Nothing is set up to count an enquiry, so right now only Google Ads can: it shows 3 from 156 clicks last month.
  • Your site is tracked twice. Two sets of numbers watch the same site, so I'll use one of them.
  • Only two of the six competitors emailed me in the first day after I signed up, and neither asked anything about the student.
  • The complaint parents repeat most about your competitors is a guarantee that wasn't honored.
  • A parent who isn't ready to book has nowhere to leave an email. About 98 of every 100 paid visitors leave without a trace.

What I recommend

  • Host the new page on its own address. It loads faster, and I can change it quickly while the test runs.
  • Set up the goals in Analytics on Thursday, before the new page goes live.
  • Say what you never do right next to your guarantee. I've added it to the preview, and I need you to tell me which lines are true.
MonNov 2

Baseline, copy and design of the new page

What I did

  • Saved the numbers and screenshots for your current page and ads before changing anything.
  • Wrote and designed the new page, then sent you a preview and a Loom.
  • Got into Google Analytics.

What I found

  • All three of your live ad campaigns only show on computers, so I designed the new page for desktop first.
  • 6 paid visitors clicked through to your Wyzant profile last month. That's double the 3 who enquired.
  • Clarity can't yet tell which visitors came from ads.
  • Google Ads shows a warning about your payment method.

What I recommend

  • Keep your current page live as the comparison, so nothing rides on the new one.
  • Link Clarity to Google Ads before the test starts.

What comes next

  1. Wed, Nov 4Agree the web address and the tracking setup with you.
  2. Thu, Nov 5Tracking live on both pages.
  3. Fri, Nov 6Friday report, with the first look at how visitors behave on your current page.
  4. Mon, Nov 9The test starts. Your ads are split between the current page and the new one.
  5. Wed, Nov 11Watch the new page's first visitors, and write the brief for your free guide.
  6. Thu, Nov 12Our first data meeting.
  7. Fri, Nov 13Friday report, with the first test numbers.

The plan for the next few weeks

Research, the new page and the test plan

Week of Nov 2

The baseline numbers, new page copy and design, competitor research, review reading and test plan are done. Left this week: tracking live on both pages and Friday's report.

Start the test

Week of Nov 9

The test starts Monday. I watch the new page's first visitors, write the brief for your free guide, hold our first data meeting and send Friday's report.

Follow-up emails

Week of Nov 16

A welcome series for new subscribers (5 to 10 emails), reminder and no-show emails for booked calls, and a set of ad angles built from parents' own words.

Close the gaps

Week of Nov 23

Follow-ups for families who got an offer and went quiet, the referral ask for after a result, and a simple system for your leads and emails, due Nov 26.

Parked for later, from our call on Oct 29: recording your onboarding calls, a low-priced book to help fund ads, a pre-sale waiting list with an early discount, and cleaning non-openers out of your email list.

When the baby comes

Tell me which week you'll be off and I'll put it here. Everything is set up so you can switch off.

  • The ads keep running untouched. They're yours, and I don't change them.
  • The test keeps running. The rules for calling a winner are fixed in advance, so nothing waits on you.
  • This log keeps updating, and Friday's report still goes out.
  • I only message you if something breaks that only you can fix, like the ads stopping or the booking calendar failing.

One thing to sort out before you go: who phones new families while you're away. You call within about an hour today. Let's talk about it on Nov 12.

All the documents I'm working on for you so far

The test plan

How the old page and the new one get compared, and when we call a winner.

Open

Your funnel map

The path from ad click to paid student, with what's working and what I'm fixing.

Open

The tracking plan

What gets counted and how. The technical part is at the bottom.

Open

What parents ask and fear

The short version, and what I changed on your page because of it.

Open

What eight competitors do

Their pages, free offers and first emails, and what I'd borrow.

Open

What parents complain about

The worries that repeat in competitors' bad reviews.

Open

The new page

The page from the Loom, as it stands today.

Open