Overview
Cello Discovery provides step-by-step online cello lessons for the adult learner from beginning to intermediate levels.
Background
Cello Discovery was founded and created in 2021 by Carolyn Hagler, a professional cellist and cello teacher based in Austin. The project has been growing steadily into a stable, profitable business.
To improve the user experience with the site, we worked on three areas: Encourage people to subscribe, keep subscribers on board and make the site easier to work with for admins.
The Cello Discovery project runs on WordPress using the Astra theme. The courses are managed by LearnDash.
Process
Encourage people to subscribe
To give prospective subscribers a better feeling for what they are subscribing for we focused on communicating the benefits of the membership more clearly. We reorganized the Home page and made the page easier to read and comprehend. Free lessons as real life examples help to understand what the courses really feel like.
We reviewed the design and made it look more modern.
Keep subscribers on board
The job of the site is not only to get as many subscribers as possible, but also to keep them on board. As it often happens with subscription models, many members leave after a rather short time.
Cello Discovery offers numerous interactive features for subscribers like a very active and friendly community, masterclasses or weekly Zoom classes. It’s these events and the personal connection they create that make people bond with the site and keep them engaged and interested. So we improved the communication of these features.
We created an overview page and made the information accessible from various spots on the site. We also worked on making things easier to use technically for example weekly Zoom Classes.
The courses got a new structure and we implemented a powerful search so students can find exactly the content they need.
We replaced the private messaging module of the community plugin with a different system. Reaching out other members now is less complicated and the connections are more reliable.
Make site easier to work with for admins
A design system which consists of colors, typography and reusable layout-modules helps with applying changes and adding new information. Pages are structured more logically, there are ready-to-use modules for adding new content.
Conclusion
It is now easier for members to engage with the numerous benefits that come with the membership. Events, classes and other interactive features are easier to find and better accessible. The new course order together with the search makes it easier for students to find what they are looking for.
The Home page got a new structure that communicates the goals of Cello Discovery more clearly to potential subscribers. And last but not least, the new design matches the high quality of the content.