The main problem was that their conversion rate needed to be higher (around 30%) for the very first step of the process. Their potential users (the client's employees) weren't showing any interest in signing up for the service they were providing, and because of it, they were afraid that the client wouldn't see the benefits of their product and wouldn't buy new check-ups in the future.

To come up with a solution, I needed to understand the current process they had for promoting the service inside the client's company. Bodylabs is very concerned about user privacy, so I could only receive an overview of the process with very few details about any accurate client data or information.

The process was pretty straightforward: after the client bought a check-up package, someone would prepare an e-mail containing a link to the Bodylabs' signing-up page and send it to all their employees.

The registration page was, in fact, a web version of the app's onboarding phase, with 11 steps to complete it (approximately), and the page layout didn't match the style and/or design we had on the app.

So, as the potential users didn't even know who Bodylabs was, what it does, or how it could benefit them before this first e-mail was sent, it's safe to assume that they didn't show interest because they didn't know what was going on, on the first place.

As the main pain point was a lack of information to the end user, I would have to develop a marketing strategy campaign in a way that we could deliver it along with the check-up documents to the client.

Since we only had one touch point so far, now we would have to branch out the communication points, so everyone could have the chance to be informed about the service.

Considering that I was working remotely and couldn't visit the clients or even receive more in-depth info about them, this journey map helped me figure out what else we could do to broaden Bodylabs' communication efforts.

In all my prior years working with marketing in-house, I was used to seeing a typical pattern of action regarding internal communication: posters pinned on boards for each team room, informative folders, e-mail marketing, and coffee breaks with informational lectures for managers (but this last one we couldn't offer because of time/budget issues).

With those basic materials, the new journey map looked like a complete cycle and would give enough reassurance to the client's employees about how Bodylabs' service could help them.

As the link that was sent didn't have any content or proper presentation before asking the user to sign up, I thought it could also be a good addition to the marketing package if we had a landing page showing the benefits of the check-ups to the users, instead of the onboarding flow right away.

🔥 After full implementation, on the day we released the new campaign (and in less than 3 hours online), the conversion rate increased by more than 80%.