Funtivity Learning’s New Product Page
FUNTIVITY
Funtivity is a live interactive learning platform that optimizes the corporate training process with AI-powered tools. It boosts engagement and learning retention through data-secured gamified content.
Founded in 2020 and raised $1.8M in funding in 2021.
CHALLENGE
CONTEXT
A free version of Funtvity games has existed as a Zoom extension with over 300,000 unique users. To monetize, they’re creating a new revenue stream with Funtivity Learning - gamified training for enterprise-level corporations with desked employees who routinely complete compliance training over live applications (Zoom, Google Meet, Teams, etc.).
OUR TASK
Create a new homepage for Funtivity Learning.
Speaks to and engages with the target audience
Tells the story of what Funtivity Learning is
Validates whether this direction resonates with potential customers
ROLE
Amanda: Product Marketing Manager
Positioning, JTBD, Messaging, Landing Page Redesign
Collaborators: Fellow Product Marketer, Co-Founder, and CRO
SOLUTION
Competitive Research
Dissecting the competitive landscape including both direct and indirect competitors.
Researched and documented competitors’ backgrounds, products & solutions, key features, certifications, pricing structures, positioning and messaging, key benefits, hard claims, reach and rank, SEO, monthly traffic, customer reviews, and more.
Identified our USP of offering live, synchronous learning in real-time with active participation in a secure environment, low-entry barrier with AI-driven content, and that our product is complimentary to training solutions, not as a replacement.
Personas
Once we honed in on our positioning and specific niche, we identified 3 key buyers and influencers: Trainers, IT Teams, and Head of HR. Each persona has unique goals and objectives, pain points, and use cases for our software.
New Messaging
Once the JTBD of our targeted personas were understood, I created a new messaging house with a benefit-driven overall message of “engaging training content your team will remember.”
From here, I developed three key messages (each with supporting points/features) that spoke directly to our persona’s unique objectives.
Website Redesign Proposal
I partnered with their design team to understand their website capabilities, bandwidth, and timelines. I then designed and proposed website changes to incorporate the new messaging, aiming to increase product understanding, increase CTR, and validate the direction of this potential new revenue stream.
RESULTS
Narrowing our target audience to a specific niche allowed us to develop direct and concise messaging that resonated with customers. Through clear messaging, we were able to showcase the specific-to-customer benefits they can expect from using Funtivity Learning. We used a new hierarchal structure to guide visitors through a customer journey with clear takeaways.
Defined target audience and positioning
Direct and concise messaging that resonates
New customer journey with clear takeaways
QUOTE FROM FOUNDER
“The new messaging was incorporated the same day into a blurb we are using to talk with customers. It’s also being used in our title slide for fundraising. That’s how much we love it.“
—Russ Thau, CRO + Project Consultant
