Background
ELSA Speak (English Language Speech Assistant) is an AI-powered English communication training platform. They help employees improve their spoken English. Not only grammar or vocabulary, but also confidence and fluency needed in high-pressure situations like client pitches, executive presentations, and international negotiations.
Goal
High quality leads generation by communicating ELSA Speak's proposition strategically to decision makers (C-level & HR) according to their insight and interest.
Process
We Must Speak in The Same Language
I choose the direction of the copywriting around business outcomes: global competitiveness, international collaboration, measurable team performance. Because, the target audience (ages 25-54, middle-to-upper, big cities in Indonesia) makes training decisions based on ROI, operational continuity, and long-term value.
Addressing Audience's Current Perception
I added a section specifically addressing the difference between traditional English training and ELSA. Because, the audience view traditional English training as disruptive to business operations and expensive.
Optimizing Text Field to Increase Conversion
The contact form has 9 fields in total. But instead of showing everything at once, I use 4 text fields for the first part of the lead generation. This fewer text field communicates low effort and reduce cognitive, increasing willingness to convert.
Email Verification to Increase Lead Quality
To increase lead quality, I implement both email-verified form + sticky WhatsApp button. Ensuring all lead is not a spam email, using @company.com instead of @gmail.com.