Skillbank is a career accelerator program designed to help individuals land jobs in growth marketing by providing hands-on training, mentorship, and job placement assistance. This project evaluates Skillbank’s sales funnel using the AIDA framework (Awareness, Interest, Desire, and Action) to analyze how effectively the website and marketing strategies move prospects through the funnel and convert them into paying customers.
The analysis reviews each stage of the funnel:
- Top of Funnel (TOFU): Awareness – How Skillbank introduces its services and grabs attention.
- Middle of Funnel (MOFU): Interest – How Skillbank builds relevance and keeps users engaged.
- Bottom of Funnel (BOFU): Desire and Action – How Skillbank builds trust, addresses objections, and pushes users toward conversion.
- Retention Strategies – How Skillbank keeps users engaged post-conversion through email marketing, mentorship programs, and continued support.
Key areas of focus include Skillbank’s messaging, social proof, calls-to-action (CTAs), and user experience to uncover strengths and identify opportunities for improvement.
Top of Funnel (TOFU): Awareness
- Skillbank’s hero section on the homepage effectively captures attention with a clear value proposition and a strong call-to-action (CTA) focused on getting hired.
- Discounts and free trials are prominently displayed, increasing conversion potential by lowering the barrier to entry.
- Recommendations: Optimize headline variations and test different offers (e.g., free consultations) to drive higher click-through rates.
Middle of Funnel (MOFU): Interest
- Skillbank establishes relevance by displaying agency partnerships and testimonials that provide social proof and build trust.
- Additional features, such as mentorship programs and self-paced learning, address common pain points (e.g., lack of time).
- Recommendations: Introduce an email capture pop-up at this stage to nurture prospects who aren’t ready to buy immediately.
Bottom of Funnel (BOFU): Desire and Action
- The testimonial section builds emotional connections through real-world success stories, reinforcing trust in the program.
- Offering a free trial allows prospects to experience the service without commitment, reducing perceived risk.
- Recommendations: Add video testimonials to make success stories more impactful and relatable, and test stronger CTAs such as “Start Your Free Trial Today!”
Retention Strategies:
- Skillbank uses email marketing campaigns and customer communication calendars with mentors to keep users engaged post-conversion.
- Recommendations: Develop a referral program or exclusive alumni groups to promote long-term loyalty and increase word-of-mouth marketing.
Conclusion:
This project highlights Skillbank’s ability to attract, engage, and convert prospects through a well-structured sales funnel built around the AIDA framework. With clear CTAs, social proof, and mentorship programs, Skillbank effectively addresses user pain points and builds trust.
However, implementing A/B testing for CTAs, adding video testimonials, and expanding email capture strategies can further optimize performance and increase conversions.
For the full analysis and visual breakdown of Skillbank’s sales funnel, view the project images included in this presentation.
