Problem (Was)
The site did not address beginners’ main fears («no ear for music», «too late to learn», «I’m shy»), and the structure had no intermediate actions for cold traffic
Solution (What was done)
- Analyzed competitors and the audience’s psychological barriers
- Rebuilt the customer journey (CJM) and a new structure that works objections and fears step by step
- Added light intermediate goals (micro-conversions) for people not ready to buy a course yet
Result
- 4× site-to-lead conversion grew
- −68% cost per acquisition (CPA) dropped