Becoming Debt Free Guide – Luke Rolka's Portfolio

Forging a new path: The goal of this onboarding product is to provide value as soon as possible, relying on nurturing techniques to convert customers when they’re ready while providing them with educational resources in the meantime.
Debt isn't easy: Knowing that for many people debt is a problem not because they don’t understand debt but because the cumulative nature of debt can become a confounding thing to reverse. This experience addresses this reality and provides concrete techniques, tips, and products to put debt holders back in the driver’s seat.
First an ebook, then a web product: Typically, we’d send a prospect straight to a form and optimize on conversions. But here we used a Facebook Lead Ad to collect email addresses for marketing emails, and then sent them an educational ebook, for free. After a successful POC, we decided to move forward with a fully featured web version that included an interactive assessment to direct people either to a product or to relevant resources, whichever they prefer.