Case Study: Testive

College admissions test prep program Testive came to me for copywriting help because they had reached a plateau in terms of customer acquisition. When they first started out, they created a website with the vague notion that high school juniors and seniors looking for ACT and SAT practice tests would be their main customers.

Before: Testive’s home page, targeting high school students preparing for the SAT/ACT

Before: Testive’s home page, targeting high school students preparing for the SAT/ACT



But after digging into who was actually buying from them, we discovered that it was the parents, especially mothers, who were making the decisions to sign up for their paid test prep coaching program.

After doing research into the main reasons their current customer base was buying from us, we distilled their main customers into three distinct personas—all moms, all with different motivations for seeking help with their kids’ college test prep.

During: the buyer personas I developed after an initial research period involving customer interviews and talks with the customer success and coaching team.

Knowing precisely who our target customers were and what circumstances led them to purchasing a coaching plan shaped everything we did next in the brand repositioning and website redesign project.

AFTER: The redesigned and rewritten home page, targeted to parents.

AFTER: The redesigned and rewritten home page, targeted to parents.


The result? Testive’s marketing director tells me they’re watching their sales skyrocket as they see more qualified leads requesting consultations. In fact, they just added three new members to their customer success team to keep up with the new business coming their way.