Casestudy: Geneen Roth
Background
Geneen Roth, a New York Times bestselling author and pioneer in addressing the emotional and spiritual roots of compulsive eating, has transformed lives for over 40 years. While her work resonates deeply with loyal fans, her landing page needed a new approach to connect with a skeptical audience and communicate the unique value of her seminars.
Challenges
Verbose Messaging: Long explanations in Geneen's voice appealed to loyal followers but didn’t clearly communicate benefits to new audiences.
Generic Visuals: Nature imagery lacked emotional resonance and failed to establish a personal connection with visitors.
Weak Headline: The original headline, "Your relationship with food is a doorway...," didn’t address skepticism or communicate well.
Buried Credibility: Media accolades and testimonials were hidden on separate pages, leaving visitors unaware of Geneen’s authority.
Skeptical Audience: Potential attendees, fatigued by diet programs, needed clear reasons to trust Geneen's approach.
Minimal Social Proof: Limited testimonials and scattered videos did not effectively build trust.
Traffic Leaks: An off-page FAQ caused users to navigate away without clear paths back to the landing page.
Generic Visuals: Nature imagery lacked emotional resonance and failed to establish a personal connection with visitors.
Weak Headline: The original headline, "Your relationship with food is a doorway...," didn’t address skepticism or communicate well.
Buried Credibility: Media accolades and testimonials were hidden on separate pages, leaving visitors unaware of Geneen’s authority.
Skeptical Audience: Potential attendees, fatigued by diet programs, needed clear reasons to trust Geneen's approach.
Minimal Social Proof: Limited testimonials and scattered videos did not effectively build trust.
Traffic Leaks: An off-page FAQ caused users to navigate away without clear paths back to the landing page.
Frameworks Used
Using frameworks refined by extensive real-world data, we build pages that guide users seamlessly from curiosity to action—reducing guesswork and costly iterations.
For Geneen, we explored a variation of the PAS framework, focusing on a bold, mission-driven headline to resonate with new users and address the perceived cynicism around superficial solutions for eating disorders.
Filters Applied
Filters elevate every message within our frameworks, uncovering hidden motivators, driving decisions, and transforming language into action. These techniques are powered by complex AI models and proven psychological principles to ensure maximum conversion.
EXAMPLE
Imagine Filter: Transforms features into vivid scenarios, helping users picture a better future and connect emotionally with the message.
Before: This program helps you address your struggles with food and regain control of your eating habits.
After: What would it mean to finally end the suffering around food? What would it feel like to get your life back?
Imagine Filter: Transforms features into vivid scenarios, helping users picture a better future and connect emotionally with the message.
Before: This program helps you address your struggles with food and regain control of your eating habits.
After: What would it mean to finally end the suffering around food? What would it feel like to get your life back?
This plus other filters have been thoughtfully applied to craft messaging that inspires action, fosters connection, and aligns with the transformative intent of this project.
Advanced Experience Filters
We applied filters that analyze the entire user journey, ensuring clarity, trust, and seamless engagement to eliminate friction and guide users to take action effortlessly.
With the Advanced Experience Filters, we streamlined the content to reduce cognitive load by breaking dense text into short, digestible sections with clear headlines and concise bullet points. Momentum was maintained by structuring the page for a logical flow, incorporating strategic CTAs to guide users naturally toward action. Trust and credibility were enhanced through the prominent display of media logos and testimonials from notable individuals, creating a grounded and engaging user experience.
Segment Testing
Then we moved to our rapid testing process that uses tools like five-second tests and head-to-head comparisons to gather insights on design and messaging.
Through segment testing, we achieved a significant increase in user engagement by refining the balance between compelling visuals and messaging. Testing revealed that polarizing elements, like the Oprah image, resonated with some segments but alienated others, leading to iterative adjustments. This process ensured the final design struck the right balance—authentic and approachable while effectively appealing to new clients critical for growth.
Eye-Tracking
Then we moved to our rapid testing process that uses tools like five-second tests and head-to-head comparisons to gather insights on design and messaging.
Eye tracking revealed that headings, subheadings, and primary calls-to-action performed well above average, creating a clear flow that guides users naturally toward action. This approach was extended across the site, ensuring each section effectively communicates the key messages and supports a seamless user experience.
What We Changed: Key Improvements
1. Mission-Driven Messaging
Replaced the generic headline with a bold, mission-focused statement: "Women are constantly fed impossible standards, unsustainable diets, and superficial solutions. Geneen Roth is on a mission to change all that." Condensed verbose text into benefit-driven statements highlighting Geneen’s unique approach: "Unlike diets that focus on food or calories, Geneen’s method addresses deeper emotional issues—self-compassion, mindfulness, and healing from the inside out."
Replaced the generic headline with a bold, mission-focused statement: "Women are constantly fed impossible standards, unsustainable diets, and superficial solutions. Geneen Roth is on a mission to change all that." Condensed verbose text into benefit-driven statements highlighting Geneen’s unique approach: "Unlike diets that focus on food or calories, Geneen’s method addresses deeper emotional issues—self-compassion, mindfulness, and healing from the inside out."
2. Authentic Visuals
Replaced nature imagery with a modern, direct photo of Geneen, fostering authenticity and trust. Segmentation testing revealed polarizing feedback about a photo with Oprah; the image was moved to a supporting section, and Oprah was integrated into the headline: "Join New York Times bestselling author and Oprah-featured speaker Geneen Roth for a powerful virtual experience."
Replaced nature imagery with a modern, direct photo of Geneen, fostering authenticity and trust. Segmentation testing revealed polarizing feedback about a photo with Oprah; the image was moved to a supporting section, and Oprah was integrated into the headline: "Join New York Times bestselling author and Oprah-featured speaker Geneen Roth for a powerful virtual experience."
3. Highlighting Credibility
Moved media mentions (Oprah Winfrey Show, NPR, The New York Times) to the top of the page to establish immediate authority. Consolidated scattered testimonials and video reviews into a prominent social proof section.
Moved media mentions (Oprah Winfrey Show, NPR, The New York Times) to the top of the page to establish immediate authority. Consolidated scattered testimonials and video reviews into a prominent social proof section.
4. Simplified CTAs
Streamlined calls-to-action with a single, clear button: "Reserve your spot now." Reinforced trust by adding privacy and security notes near the CTA.
Streamlined calls-to-action with a single, clear button: "Reserve your spot now." Reinforced trust by adding privacy and security notes near the CTA.
5. Enhanced Social Proof
Created a dedicated social proof section featuring: Video testimonials Quotes from seminar attendees Endorsements from well-known authors Added a "Customer Transformation" section, outlining the three-step seminar process: Join the seminar. Explore your relationship with food and self-worth. Leave empowered with tools for lasting transformation.
Created a dedicated social proof section featuring: Video testimonials Quotes from seminar attendees Endorsements from well-known authors Added a "Customer Transformation" section, outlining the three-step seminar process: Join the seminar. Explore your relationship with food and self-worth. Leave empowered with tools for lasting transformation.
6. Addressing Objections
Integrated a robust FAQ section directly into the page to address both technical and sales-related questions. Created a comparison chart to position Geneen’s method against traditional diet programs.
Integrated a robust FAQ section directly into the page to address both technical and sales-related questions. Created a comparison chart to position Geneen’s method against traditional diet programs.
Results and User Insights
+185% audience engagement after segmentation testing and design updates.
3.5 minutes average active engagement time, demonstrating deep visitor connection.
24.7% click-through rate, more than double the industry average of 10-12%.
3.5 minutes average active engagement time, demonstrating deep visitor connection.
24.7% click-through rate, more than double the industry average of 10-12%.
Key Takeaways
This case study underscores the importance of audience-focused design and messaging. By addressing skepticism, aligning with visitor values, and emphasizing credibility, Geneen Roth’s landing page became a high-performing tool that deeply resonated with its target audience and drove exceptional engagement and conversions.
