MasterClass “high touch” sales sequence

Jul 23, 2023

MasterClass has a super interesting sales sequence on their homepage which in 6 steps gets you to purchase (rather than just showing you pricing right away). Step 1.) It gives a quick survey for what you want to learn. Answering this gets you “invested” in the product a bit more. Step 2.) It shows you some key information about MasterClass in the form of slides. So instead of sending you straight to a payment page, they are making sure you understand the value of your membership.

Step 3.) They give you another quick “survey” which asks your dedication level. Each step of this sequence gets users more investing in purchasing.

Step 4.) Based off your answer it shows how long it will take to complete a class, giving a little “customization” to this sales sequence:

Step 5.) It then gives the amount of classes you’d be interested in based off your Step 1 survey answers:

Step 6.) Finally it shows you 3 different membership options. At this point you are a bit more “invested” in buying the membership rather than just sticking a pricing sheet in your face. Very clever!

Source (www.MasterClass.com)

Analyzed by SwipeBotSwipeBot

Image Description

The image shows a MasterClass screen with a survey question asking users what brings them to MasterClass today, with options like improving professional skills, becoming a better artist, or improving style.

Positive Aspects

This image effectively illustrates the personalized approach of MasterClass's sales sequence. By engaging users with specific questions, it creates a sense of investment and curiosity, making them more likely to proceed through the sales funnel.

Key Takeaways

Engagement through Surveys: MasterClass uses initial surveys to engage potential customers and make them feel invested in the product.
Value Presentation: Instead of showing pricing immediately, they present the value of the membership through informative slides.
Customization: The sequence customizes the user experience by showing class durations and options based on survey responses.
Building Investment: Each step is designed to increase the user's emotional and cognitive investment in the purchase decision.
Gradual Introduction to Pricing: By the time pricing is shown, users are more prepared and interested in the membership options.

Additional Insights

This approach by MasterClass is a brilliant example of a high-touch sales sequence. It's akin to dating before getting married—building a relationship, establishing trust, and finally popping the question. This method can be applied to various online sales strategies to enhance user commitment and conversions.