Jessica Ella is a women’s healing expert and educator running a growing suite of evergreen digital programs through her platform Aaruka. My role was to implement a multichannel funnel strategy, starting with lead magnets as an entry point. There were no lead magnets, no segmentation, and no real strategy. There was just one welcome flow doing the heavy lifting, but not converting. So the brief was clear: build something that could actually grow with her.
97%
INCREASE IN TOTAL CONVERSIONS (2 MONTHS)
183%
GROWTH IN EMAIL-ATTRIBUTED CONVERSIONS
18-25%
LEAD MAGNET FLOW CONVERSION RATE
10
KLAVIYO FLOWS BUILT & LIVE
The Brief
Jessica had the programs, the audience, and the expertise. What she didn’t have was the infrastructure to turn interest into enrolments at scale. Because one Kajabi sequence can only do so much, there was no way to segment by interest. There was no lead capture system feeding the funnel, and no visibility into how people were moving — or not moving — through her programs.
She needed a full rebuild. Strategy first, then the tech to back it up.
What I Did
Strategy & Customer Journey
I started by mapping the entire customer journey from cold traffic through to repeat purchase. This covered paid ads, lead magnets, landing pages, email nurture, and course delivery. Rather than plugging holes, I built the whole thing from the ground up. That meant funnel structures for different audience segments, lead magnet concepts designed to attract and qualify the right people, and a clear picture of what needed to happen at each stage to move someone from curious to enrolled.
Conversion Copywriting
I wrote all of the landing page copy, lead magnet pages, sales pages, course enrolment pages, and thank you pages. The approach was direct-response with a human voice: hooks that earn the scroll, and messaging that balances emotional resonance with a clear reason to act. Because consistency matters across a funnel, every page was written to feel like Jessica, not like a template.
Landing Page Design, Build & Funnel Structure
I designed and built each landing page in Kajabi from the ground up. This included page hierarchy, content flow, conversion pathways, and wireframe direction. Each lead magnet landing page has its own distinct visual styling, so every entry point into the funnel feels considered and on-brand for that specific program, rather than a copy-paste template. Because reducing friction at every step matters as much as the copy itself, each page has a clear job: capture, nurture, or convert.
Funnel Flow & Conversion Pathways
As a result, the funnel connects logically at every stage. There are no dead ends and no leaky handoffs between lead capture and purchase. Each page earns the next click — and hands the customer smoothly into the email nurture sequence that follows.
Klaviyo Setup & Email Marketing Automation
I migrated everything from Kajabi’s native email into Klaviyo and built it properly from scratch. This included warming the account and sending reputation before going live, so deliverability wasn’t sacrificed for speed. From there, I built 10 flows covering the full customer lifecycle:
- Welcome sequences
- Lead magnet nurture flows (converting at 18–25%)
- Course onboarding emails
- Engagement and re-engagement flows
- Behaviour-triggered automations based on course progress and purchase activity
I built audience segmentation around behaviour, engagement level, and which programs people had — and hadn’t — touched.
Kajabi Integration & Zapier Architecture
To connect the marketing and the learning platform, I integrated Kajabi with Klaviyo and designed custom Zapier workflows to handle what the native integration couldn’t. As a result, course enrolments, lesson progression, and purchase behaviour all fed back into Klaviyo in real time. This meant Jessica’s audience was always in the right segment, receiving the right message, based on what they’d actually done.
The Outcome
In the two months from go-live, total conversions nearly doubled — up 97% on the previous period. Because the flows were built around real behaviour rather than a linear sequence, attributed email conversions lifted 183%. What had been a single static sequence became a connected, self-running system. Leads now come in through multiple entry points, get nurtured by content relevant to their specific interests, and convert into course enrolments without Jessica having to manually intervene.
The infrastructure is evergreen. It grows as Jess does.
Working on a digital education business and need the strategy and automation to match? Here’s how I can help.
