Masterclass built an education empire worth $2.7B.

They leverage psychology to drive sales.

Here's 7 tactics they use to convert new users (that you can too):

1) Persuasive eye contact

Eye contact is powerful.

It helps to create bonds with others.

The value of Masterclass is in intimate classes with your favourite celebs.

Eye contact helps with this.

The product feels personal.

Like you get that 1-1 teaching.

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2) Personalisation

There are 100s of videos on Masterclass.

So they ask the user about:

1. Goals
2. Interested topics
3. Who they want to learn from

Then they personalise based on that.

Users see videos they'll like quickly after sign up.

This reduces time to value.

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3) Increase Motivation

Masterclass doesn't offer a free trial.

You pay annually upfront.

Willingness to pay must be high.

So they add screens to reinforce their value.

And highlight key benefits.

They motivate you to pay.

Friction is ok if it persuades or adds value.

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4) Decoy Pricing

Masterclass makes the "Family plan" seem cheaper by having a Duo plan.

The Duo is the Decoy price.

Price increases:

🔸 Individual → Duo:

1 extra device = $5 more

🔸 Duo → Family

4 extra devices = $3 more

People will ignore Duo and upgrade to Family

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5) Overcoming objections

On payment pages, users will always have some doubts.

Masterclass helps to overcome objections on payment pages.

They highlight secure payments.

They offer a money-back guarantee.

And provide an easy way to contact support.

Make it easy to say yes

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6) Future pacing

Masterclass lets you dream.

They want you to get excited about the possibilities.

About what you can achieve with the product.

The skills you've always wanted to learn.

They get you inspired.

They sell you the vacation.

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7) You focused language

Masterclass talks to the user.

They use "You" 15 times during onboarding.

Using "You" increases engagement.

It's user-centric.

Mixed with eye contact, very powerful.

Tip: Use "you" in your language more.

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Sources:

https://tips.ariyh.com/p/use-you-in-copy
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6397949/
https://www.nlp-techniques.org/future-pacing/
https://thedecisionlab.com/biases/decoy-effect

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