Crimson SAT

Where your project stands

This is the running log of the project. You don't need to do anything right now. I've paused the daily updates until you're back, and I'm carrying on with everything that doesn't need you. It all lands here.

What I need from you

There's no rush on any of this. Each one says how long it takes and why it matters, and the ones that need clicking around come with step-by-step instructions. The test starts the Monday after you reply.

Worth a quick look now

Check the payment warning in Google Ads

Takes 5 minVery important

Google is asking for a new form of payment. Your ads were still running when I last looked, but if the card fails they stop.

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.

These start the test, whenever you're back

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.

Add one setting for the new page's web address

Takes 5 minImportant

It lets the new page live 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. Open your Wix dashboard and click Settings, then Domains.
  2. Next to crimsonsat.com, click the three dots, then the option that starts with Manage DNS. These are the settings that tell the internet where each web address goes.
  3. Find the row called CNAME (Aliases) and click + Add Record.
  4. In Host Name, type go. In Points to, type crimson-landing-c30c98.pages.dev. Leave the rest as it is and save.
  5. Tell me when it's done. It can take up to an hour to start working.
  6. If you'd rather not touch it, make me an Admin on your Wix site instead (Settings, then Roles and Permissions, then Invite people, with frederik@wordssoundsvisuals.com) and I'll add it for you.

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.

These make it better

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?

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.

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".

The log

FriNov 6

Report 1: what visitors do on your current page

What I did

  • Finished the first stretch of work: starting numbers saved, the new page written and designed, your funnel mapped, the test plan written and eight competitors studied.
  • Went through the last 30 days of your current page in Clarity, the tool that records how visitors use it: 265 visits, and Clarity counts 11 that sent your contact form.

What I found

  • Most Google visitors decide fast. Of the last 55 visitors from Google in the US, 30 left within a minute and 37 clicked nothing, so the first screen carries most of the sale.
  • Your parent reviews are your strongest proof, and about half of computer visitors leave before they reach the first one. About a quarter reach the last contact form.
  • Parents who stay want to act and want the practical answers. The lines at the top that jump to your contact form took 44 of 441 clicks on computers. In the questions section, how online tutoring works (18 clicks) and how payment works (16) drew the most.
  • These are small numbers, and a few of the visits are yours and mine, so treat them as a direction and not as proof.

What I recommend

  • Keep the new page's order. It already puts the form and the five-star proof in the first screen, the reviews soon after, and the online and payment answers on the page.
  • Nothing needed from you. The test will show whether this order gets more parents to take the first step.
FriNov 6

Catch-up while you're away

What I did

  • Added your competitors' Facebook and Instagram ads to what eight competitors do.
  • Checked what I can reach in Wix. I can add tracking to your current page myself, so that part needs nothing from you.
  • Paused the daily updates until you're back, and moved the test start to the Monday after you reply.

What I found

  • Princeton Review is the only competitor with an SAT ad that has run for months. It sells an in-person 1400+ course with $400 off.
  • PrepScholar runs all its ads through creators, and Varsity Tutors swaps its whole set of about 50 ads at once.
  • Google Ads is still asking for a new form of payment. Your ads were still running on Thursday.

What I recommend

  • Take the time you need. Nothing here is waiting on you except the test start, and that can wait.
  • Look at the payment warning when you have a minute, so your ads don't stop.
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.
  • Referrals are how your business grows. You said a good customer sends about five more families, and it's happening more often. This project is about adding families who find you some other way, so you aren't relying on referrals alone.
  • 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.
  • I can put tracking on your current page without any extra access from you, so that part of the setup is already covered.

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. This weekendTracking on your current page and the new page. Then a draft of your free guide for parents, with its sign-up page.
  2. When you replyI set up the split between the two pages.
  3. The Monday afterThe test starts. Your ads are split between the current page and the new one.
  4. That WednesdayI watch the new page's first visitors.
  5. That ThursdayOur first data meeting.
  6. That FridayFriday 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. Tracking, a first read of your visitors and your free guide follow this weekend.

Start the test

The week after you reply

The test starts on the Monday. I watch the new page's first visitors, we hold our first data meeting and I send Friday's report.

Follow-up emails

The week after that

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

The week after that

Follow-ups for families who got an offer and went quiet, a short message that makes it easy for happy families to refer others, and a recommendation for one place to keep your leads and students (GoHighLevel).

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.

While you're away

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 waits for you. It starts the Monday after you reply, and the rules for calling a winner are already fixed.
  • I keep working on everything that doesn't need you, and it all lands on this page. The daily updates are paused until you're back.
  • 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 when you're back: who phones new families while you're away. You call within about an hour today. Let's talk about it at our first data meeting.

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