selling a course: one-tier or two-tier signup?

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I'm new to the world of internet marketing. And I'm helping out a friend who knows less than I do, and who is selling $900 executive education courses (from a university) using Facebook ads.

He's had a little bit of success, but I can tell that he could be doing much better.

Currently he's set up so that:
1) Clicking on the Fb ad goes to a landing/descriptive page.
2) Prospects can read the description and click to apply.
3) This takes them to an application page.
4) On the application page they have to enter all their information, including two short essays, but not yet payment.
5) If they are accepted - everyone with a degree is - they are contacted for CC payments.

As yet, there's only one landing page(!). I know I need to fix this for better tracking through the process.

On Step (4), do you think we should have them write those essays? One idea is that requiring the essays makes the course seem more exclusive and therefore attractive - on the opposite site, they've just clicked on an ad to get here - they're not prepared to write essays! They may "leave it for another time" and never return.

Pointers to reading? Thoughts? Or is "do some testing" always the best answer?

Thanks.
#branding #exclusive #onetier #registration #selling #signup #two-tier #twotier

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