Two versions of the opt-in page for KT Merry’s 3-part Rise + Refocus virtual training series. The long-form variant — emotional, narrative, detailed — converted at 49.15% on a smaller, warmer audience, while the short-form variant converted at 33.16% across more than 8,400 views from broader campaign traffic. Together they drove nearly 3,000 registrations for the workshop series.
Client:
KT Merry
Date:
2023
The Challenge
KT Merry’s Rise + Refocus was a 3-part live virtual training series for photographers, designed as the launch vehicle for a higher-ticket digital course offer. The opt-in page needed to convert across two very different audiences: a smaller, warmer segment of existing followers and subscribers, and a much larger pool of cold and lukewarm traffic from broader campaign efforts.
The Approach
Two versions of the page were written to meet those audiences where they were.
The long-form version leaned into emotional aspiration, weaving the story of what’s possible for a photographer who builds a more abundant business: detailed workshop outcomes, narrative-driven framing, and a deeper articulation of the artistic and financial transformation on offer. It was deployed first to the warmer audience and converted at 49.15%.
The short-form version stripped the messaging back to its essentials—clear benefits, immediate clarity on what the workshop would deliver, and a low-friction registration path. It was scaled to the broader campaign audience, where it earned 8,461 views and converted at 33.16%.
The Result
Together, the two pages generated nearly 3,000 registrations for the workshop series, proving that the right copy isn’t about a single winning formula, but about meeting each audience where their attention and trust actually live.
This project demonstrated something I bring to every launch: copy that adapts to the temperature of the traffic, rather than forcing one approach across very different reader contexts.
Katharine Everett 