Dominik Metličić: +119% Coaching Programme Conversion Rate
Personal brand CRO for Dominik Metličić — from 2.8% to 6.1% CVR through offer clarity, trust building, and a simplified booking funnel.
Dominik Metličić is a Croatian personal development coach and speaker with a strong social media presence and consistent organic traffic to his website. Despite the engagement on social channels, the website wasn’t converting visitors into coaching enquiries at the rate the traffic justified.
The Challenge
Personal brand websites face a specific CRO challenge: the visitor already knows who you are (they came from your content), but they need to make a high-trust decision — investing in personal coaching. The conversion journey requires building enough credibility and clarity to justify that investment.
At 2.8% conversion rate on coaching enquiries, the site was leaving significant revenue on the table from an audience that was already warm.
What We Found
1. The offer wasn’t clear enough
The coaching page described Dominik’s philosophy and approach in depth, but didn’t clearly state: What specifically do clients get? How many sessions? What transformation can they expect? What does it cost?
Visitors interested in coaching need to understand the offer before they’ll enquire. Philosophical positioning is important, but only after the offer is clear.
2. Social proof from the wrong context
The testimonials on the site were largely from speaking engagements and workshop attendees — great for credibility, but not specifically from 1-on-1 coaching clients. A visitor considering coaching wants to hear from coaching clients specifically.
3. The booking flow had too many steps
Enquiring required: filling a contact form → waiting for a reply → scheduling a call → having a discovery call → receiving a proposal. The initial form asked 8 questions. Many visitors who were interested didn’t have 10 minutes to fill out a detailed form as their first interaction.
What We Changed
Offer page rewrite — Added a clear programme structure: what’s included, duration, expected outcomes, and a starting price point. Visitors could now evaluate the offer without needing to ask.
Coaching testimonials — Worked with Dominik to collect 4 specific testimonials from 1-on-1 coaching clients with concrete outcomes (“I landed my first corporate training contract 3 months after we started working together”).
Simplified booking entry — Reduced initial contact form to 3 fields (name, email, biggest challenge in 1 sentence). Longer qualification questions moved to the confirmation email after booking, keeping the entry point low-friction.
Clear CTA hierarchy — Primary CTA: “Book a Free Discovery Call”. Secondary: “Download My Free Guide” (email capture for visitors not ready to book). Previously both had equal visual weight.
Results
Over 60 days:
- Coaching enquiry rate: 2.8% → 6.1% (+118%)
- Discovery call booking rate: 14% → 31% (+121%)
- Page engagement rate: 38% → 67% (+76%)
More than doubling the enquiry rate from the same organic traffic meant significantly more coaching clients without increasing content output or ad spend.