If people see who is going to help them it is much easier to pick up the phone.
Insights: To be able to get people over the shame and threshold to admitting they need help in losing weight and changing their lives you need to break down a couple of barriers. Make sure you don’t give them time to doubt their selves, make sure the first impact you make inspires them but also gives them a personal look into what it is going to take to succeed.
Using the insights: We started with the personal and local part. The website used geo location (mobile) I.P. addresses and laptop location indicators to pinpoint where people where surfing from. Once a location was determined they where presented with local content. News from your own city area, coaches within walking distance, success stories of the people living around you. This makes them feel close to the solution and ensures a sense of familiarity which lowers the barriers of contacting the coaches. If they then then dig deeper into the website, there was a whole support system within the website ranging from recipes, exercises, downloadable cookbooks and online coaching. When a visitor would return they would be presented with even a more direct path to their preferences by altering homepage content.